$40M in 5 Years: The Profit-First Obvi Playbook for DTC and Retail Domination → Ronak Shah

In this episode of the 2X eCommerce Podcast, Kunle Campbell interviews Ron Shah, co-founder of Obvi, a successful collagen brand that has profitably grown to a $40 million business in just five years. Ron shares the strategic shifts from direct-to-consumer (DTC) to retail, insights on user-generated content (UGC) and community building, and the importance of lean operations. He discusses the learnings from their presence in major retailers like Walmart and emphasizes the role of micro-influencers and loyal customers in their marketing strategy. The episode offers valuable lessons on navigating the challenges of the evolving eCommerce landscape and building a profitable brand with minimal resources.

• (00:00) - $40M in 5 Years: The Profit-First Obvi Playbook for DTC and Retail Domination → Ronak Shah
• (02:50) - Ron Shah's Journey in the Supplement Industry
• (04:46) - Formation of Obvi and Leadership Team
• (07:02) - Scaling Obvi: From Startup to $40 Million
• (08:34) - Profitability and Lean Operations
• (09:10) - Leveraging Agencies and Performance Models
• (13:21) - Building a Strong Community and Ambassador Program
• (17:07) - Retail Expansion and Lessons Learned
• (22:37) - Customer Insights at Walmart
• (23:41) - Social Media Strategy for Walmart Listings
• (27:33) - Impact of Brand Collaborations
• (29:03) - The Rise of TikTok Shop
• (32:20) - UGC and CGC Strategies
• (36:21) - Content Creation and Ad Strategy
• (43:34) - Rapid Fire Questions
• (45:32) - Conclusion and Final Thoughts

Resources mentioned: 

• Insense: A platform used for sourcing creators and generating user-generated content (UGC).
• TikTok Shop: A growing social commerce platform that integrates shopping directly into the TikTok experience.
• Shopify and Shop App: Obvi uses Shopify for DTC sales and sees potential in the Shop App for social commerce innovation.
• SPINS and Nielsen Data: Tools for retail sales analytics, used to gather insights about performance in stores like Walmart.

Books Mentioned

• Winning Is Everything by Tim Grover: A recommended read by Ron Shah.

Community Management

• Obvi’s Facebook Group: A 105,000-member community of loyal customers actively engaging around collagen and wellness topics.

Connect with 2X eCommerce:

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Get a Copy of Kunle’s Book
Elevate your e-commerce game with Kunle Campbell's book, "E-Commerce Growth Strategy: A Brand-Driven Approach to Attract Shoppers, Build Community and Retain Customers." Discover practical strategies and insights to boost your e-commerce growth.

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