Matcha's Product
Name the true integrations built into Matcha's product
What are (must name all)
-Mailchimp
-Shopify
-Wordpress
What are three components of Matcha's current value prop
(hint... revolves around subscribers)
1.) Hook
2.) Nurture to purchase
3.) Retain
Name 3 of the ecommerce platforms that we commonly see in the SMB.
Explain why each are/are not a fit for Matcha
Shopify
Woocommerce
Bigcommerce
Magento3
3D Cart
Etc
You can do whatever you want in the footer
What is Matcha's "North Star" number?
Number of active customers
The feature that allows a user to see the lead generation influence of their blog
What is "lead form tracking"
1. Name three things to look for in good fit D2C-dominant business
2. Name three things that would make a wholesale-dominant business not be a fit
1. email is priority (popups, email forms, etc.), small team, active on social, has a blog, selling majority of products on site, content fit, has bandwidth challenges
2. website doesn't matter, email doesn't exist or is irrelevant, investments go to in-store relationships and marketing, no active marketing
Cause:
Hundreds of thousands of companies have launched D2C businesses on some ecommerce platform and are marketing to the customer on Facebook and Google
Effect (on businesses): ???
Effect (on customers): ???
Effect (on businesses):
Ad prices are rising due to so much activity and competition on dominant ad platforms
Effect (on customers):
Tons of ads and brand activity has resulted in a more distracted/overwhelmed customer. Gaining attention is more complex than it used to be
I want content about my brand and my product, so I'm not buying licensed content.
Apples to oranges
How many children does the Matcha sales team have?
Four
This thing prevents an SEO issue when publishing licensed content.
How does this thing actually work?
What is a 'canonical tag'?
Points content credit and SEO back to the original content source
Build a business case for Matcha. First outline the situation, the complication, and the best-case scenario for this company. Then outline how Matcha helps or doesn't help.
https://bonkbreaker.com/
-Consumable product
-$20 average price point
-99% of business is AMZ, but want to shift to WooCommerce
-2 person team
-WooCommerce Site, Mailchimp ESP that is infrequently active
Answer must talk about repeat purchase potential.
This is Matcha's point of view on the best way to position a strong ecommerce business today. What do you have to do?
What is build a owned audience/community that you can market to directly
I already use Google Analytics on my site, Shopify data to supplement, and Klaviyo data for my email
Some variation of..
Great.. so do all of our customers. Matcha is specifically for the blog so you can move more quickly and make a good next move.
Matcha has indirect competition in a few areas. Name at least two competitors (or types of competitor) in each of these categories..
1.) Content supply
2.) Lead generation
3.) Analytics
1.) Fiver, Agency, freelancer, internal
2.) Sumo, privy, facebook leads, justuno
3.) Shopify data (or site data), GA, ESP data, etc.
The components of 'blog ROI' that Matcha allows a user to measure.
Name 4 (of many)
Traffic
Engagement
Lead generation
Revenue influence (if on Shopify)
Etc
What is the business model for https://www.lowaboots.com/?
What would their use of Matcha be?
Wholesale-dominant with some owned ecommerce
Would use Matcha to grow their email list to engage their customers longterm. LTV of customer could be high due to product category (footwear), so opportunity is clear to build an owned digital community to digitally engage a customer leading up to or in between purchases.
Why are content ads 90% less cost than Facebook's average ad price for cost-per-click?
Non-transactional
Relevance to the consumer through quality blog content results in better efficiency on traffic
I don't have time to use this product, as I'm a one man team
20 minutes a month to use
Helps you manage other marketing tasks (email, social)
The time we've been on this call is enough for months of work in Matcha
What is Fynn's first name?
Lon
A customer is using a Shopify site has some of their purchases go through Recharge, a subscription management technology. How does this change their use of Matcha, if at all?
Purchases made through Recharge will not register in Matcha's revenue influence numbers.
My business is a side-hustle.
100% D2C.
I have grown more than expected to the point where things are barely manageable--I'm not really able to support much more business without hiring some support. It's just me running the company. All my sales come from repeat buyers (organic repeat), WoM, or Google Adwords. I'm not doing email, but have a Mailchimp collecting addresses.
I'm super stretched for time because I have a full time job.
What do we need to clarify to see if this company is a fit?
Is he trying to grow the business or is he able to support more sales?
When building a business on Amazon, what are the risks?
Name 3 risks..
1.) Amz owns that customer
2.) Amz can launch a similar product to undercut the market
3.) Amz owns the data, so you can't use it to grow
4.) Algorithms, advertising, and reviews control your ability to reach the customer
5.) There's no authenticity check on businesses, so bad products can be played as 'boutique' or luxury to confuse the market
Can another brand use the same content I do?
Yes they can...
(Pause)
I have a $300-$1000 price point.
"Email doesn't matter to me because people only buy my product one time and don't buy a second time. I don't need something that helps me collect and nurture emails."
Manage the objection. May roleplay with Matt to get more information.
Nurture to an initial purchase.