Guest and business inquiries connordeckpodcast@gmail.com. Connect with David! LinkedIn: https://www.linkedin.com/in/davidlorango/ 00:00 Introduction and Background

06:31 Market Saturation and Competition

15:41 Managing Costs and Margins in CPG

29:44 The Changing Macroeconomic Landscape

37:34 The Goals of the Agency: Building Partnerships and Scaling Businesses

45:07 Advice to Younger Self: Lose the Ego and Learn from Others

51:50 Ideal Business Partner: Someone with Operational Expertise

Summary

David Lorango, a marketing expert with over 15 years of experience in DTC, shares his insights on branding, marketing, and scaling in the CPG industry. He emphasizes the importance of branding and aesthetics in capturing consumer attention and building a successful brand. He also highlights the significance of efficiency and cost management in growth marketing. David discusses the high margins in the beauty and perfume industry, but notes that margins have become thinner due to increased costs and competition. He encourages entrepreneurs to enter the CPG space, but advises them to thoroughly understand their market and test their ideas before investing heavily. The macroeconomic state of the world has changed since 2019, with high inflation and increased costs of goods. This has made it more challenging for businesses to be profitable and find consumers. However, it has also weeded out fake players and low-quality products from the market. Building a good brand and product, focusing on business fundamentals, and planning for slower but profitable growth are key in navigating the current economic climate. The agency is focused on partnering with small to medium-sized consumer brands that are looking to scale and achieve profitability. The goal is to help these brands become the next success stories, similar to Black Rifle Coffee or Kind Bar. The agency aims to provide a one-to-one partnership model, where they are deeply involved in the growth and success of the brands they work with. The ideal avatar customer is a company doing around $100k a month in revenue and looking to scale to $200k-$300k a month. The agency also works with companies doing several million dollars a month and helps them optimize their operations and scale efficiently. In terms of personal goals, the founder wants to build a company that focuses on both creative marketing and operational excellence, similar to the likes of Henry Ford or the founders of The Wonderful Company. The goal is to create a well-oiled machine that combines innovative marketing strategies with efficient operations.

Takeaways

Branding and aesthetics play a crucial role in capturing consumer attention and building a successful brand.

Efficiency and cost management are essential in growth marketing, especially in the lower funnel.

The beauty and perfume industry have traditionally had high margins, but increased costs and competition have made margins thinner.

Entrepreneurs should thoroughly understand their market and test their ideas before investing heavily.

Entering the CPG space can be a rewarding opportunity for entrepreneurs, but it requires passion, market understanding, and a willingness to learn and adapt. The macroeconomic state of the world has changed, with high inflation and increased costs of goods, making it more challenging for businesses to be profitable.

Building a good brand and product, focusing on business fundamentals, and planning for slower but profitable growth are key in navigating the current economic climate.

The agency focuses on partnering with small to medium-sized consumer brands that are looking to scale and achieve profitability.

The goal is to help these brands become the next success stories, similar to Black Rifle Coffee or Kind Bar.

The agency provides a one-to-one partnership model, deeply involved in the growth and success of the brands they work with.