Exploring Steady Growth in DTC with Fred Perotta (Tortuga Backpacks)

Iterating a product through some rough initial steps- the product itself might not necessarily be “there” but the right value prop and idea is an important start
Retention for a product designed to last years
“Acquiring an audience via content and then retaining them as customers”
Content can be a powerful tool for keeping potential customers engaged over a much longer buyer’s journey
Tortuga’s content needs to be tailored to a really specific, niche set of needs, which makes it great for onboarding post-purchase
Educating customers on the ways that products interrelate is a great tool for cross-selling
Using a flagship product to drive purchases of other SKUs
Helping customers make a series of smaller decisions rather than getting overwhelmed in a single moment
The (surprising) value of recommending products from other companies
Building your team with a focus on retention