#127 Launching on Amazon with Leon Lewis
The Startup CPG Podcast
Startup CPG
4.9 • 642 Ratings
🗓️ 6 February 2024
⏱️ 59 minutes
🧾️ Download transcript
Summary
This episode was sponsored by Strategy Maven Agency. Go to strategymavenagency.com
Welcome to another episode of the Startup CPG Podcast where Daniel Scharff introduces Leon Lewis, the accomplished founder of Daybreak Growth Partners. Leon's journey spans gaming, music, and entrepreneurship, starting his first online business at 12 and later delving into the music industry. In 2019, he founded Daybreak Growth Partners, specializing in Amazon and retail media strategy for new CPG brands.
From experiences at Amazon and starting his own venture-backed brand, Leon emphasizes the challenges such as rising advertising costs and competing with established CPG brands while stressing the value of measuring repeat purchases and retention rates and the need for hard work over magical solutions.
In addition - Leon explores the parallels between launching a CPG product and being a musician, emphasizing the fundamentals' importance and sharing key e-commerce success metrics: product conversion rate, repeat customer rate, lifetime value, and cost of advertising.
Ready to elevate your Amazon strategy? Hit play now!
Listen in as Leon shares about:
- Amazon as an Ever-Expanding Web
- Repeat and Retention Rates
- Conversion Rates
- Challenges and Opportunities in Product Launch
- Choosing Amazon as a Strategy
- Amazon Advertising Spend
- Review Strategy
- Cost and Pricing on Amazon
- Continuous Advertising Optimization
- Launching a Brand on Amazon
- Fulfillment by Amazon (FBA)
- Mobile Optimization
Episode Links:
Daybreak Growth Website
Leon’s LinkedIn
Email: leon@daybreak.agency
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- Episode music by Super Fantastics
Strategy Maven Agency Link:
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- Find co-founders Amy Hage or Brittney Trahan in the Start-up CPG slack channel.
Transcript
Click on a timestamp to play from that location
| 0:00.0 | Hello, everybody. Have you ever reached out to a traditional recruiting agency to try to fill a role and then been shocked when you found out that they charge up to 30% of a first year salary? |
| 0:10.4 | That could be $50,000 or way more that's so unaffordable for an early brand. |
| 0:15.5 | But there's great news. I am thrilled to announce that startup CPG now has an official recruiting partner that I think is the best fit for emerging brands. |
| 0:25.1 | They are called Creative Alignments. |
| 0:27.4 | They're a top-tier recruiter, and the best thing is that they work on an hourly model called time-based recruiting. |
| 0:33.8 | Often, you could fill a position with them for just 10 to 12% of a first year salary, |
| 0:38.8 | and if you work with them on multiple roles, you could save even more. |
| 0:42.0 | They've worked with RXBarr, Collie Power, Codiac Cakes, Alipop, and so many other brands, |
| 0:47.3 | and they are extremely well regarded within our startup CPJ Slack community. |
| 0:51.3 | So if you're considering hiring, I really recommend reaching out to them for a free |
| 0:54.9 | consultation. You can visit their website at creativealignments.com or email them directly. Our contact is |
| 1:01.7 | frank.milianti. That's M-I-L-I-A-N-T-I at Creativealignments.com. |
| 1:10.1 | Music N-T-I at Creativealignments.com. |
| 1:24.0 | So the older your product is, the closer you are to the center, and thus, the more connected you are in everything that is common set. |
| 1:25.8 | And you see a lot of examples of that. |
| 1:27.6 | That is how Amazon works, right? I mean, Amazon, if you boil down Amazon, it is a search engine and wants to show people what it thinks they're going to buy. That's the whole thing. It doesn't necessarily look at the highest bid for advertising or things like that. It's like, what is the thing that we know is going to turn into a conversion right now We're going to prioritize that organically. |
| 1:45.8 | That's just how rankings work or with advertising. |
| 1:50.5 | Hello CPGers. Welcome to the startup CPG podcast. I'm your host, Daniel Sharf. Today's guest is |
| 1:57.1 | Leon Lewis from my favorite Amazon agency, Daybreak Growth. I've worked with Leon on my |
| 2:02.8 | brand and hold him in such high regard because he is a super smart and interesting guy who is |
| 2:07.9 | just a great fit for emerging brands because he has a very reasonable retainer, not that |
| 2:12.7 | 5,000 a month crazy thing you get from big agencies. And he gets great results that you understand because he talks you through it ahead of time and you know where you're going and can evaluate it with him over time. So listen in to hear about his professional journey and later the episode we get really tactical. We're talking through his useful tips for what it's like your first year on Amazon, some really cool things in low-hanging fruit that will help your brand. |
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