In this episode of The Game w/ Alex Hormozi, Mike Salguero, co-founder of ButcherBox, discusses the founding and early growth of his bootstrapped business focused on box profitability and an asset-light model. He shares innovative marketing strategies like a Kickstarter campaign, lessons learned during rapid COVID-era growth, and the company's ensuing refocus on sustainable expansion.
Salguero also delves into his long-term vision for ButcherBox as a family-controlled, mission-driven enterprise. He explains mechanisms like reverse Dutch auctions that enable controlled investor/employee exits while maintaining independence and expanding the company's impact in the meat supply chain.
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After losing control at his previous venture, Mike Salguero co-founded Butcherbox as a bootstrapped, profitable business aiming to avoid external influence. Salguero employed innovative marketing strategies, including a Kickstarter campaign that validated demand and revealed customer preferences, and influencer partnerships offering ongoing commissions for subscriber referrals.
Salguero stressed the importance of disciplined unit economics, maintaining a $20 gross profit per box to ensure positive cash flow. Butcherbox partnered with meat suppliers and logistics providers, avoiding infrastructure investments while quickly scaling operations. This enabled focus on marketing, acquisitions, and product development.
Rapid COVID-era growth led to cultural shifts, bureaucracy, and customer engagement issues. Salguero recognized over-processing, downsizing from 450 to ~150 employees to reestablish Butcherbox's entrepreneurial spirit and customer obsession. Sustainable growth became the priority.
Salguero aims to build Butcherbox into a long-lasting, family-controlled enterprise. Inspired by enduring food companies, he is committed to Butcherbox having industry impact through a mission-driven model. Butcherbox uses mechanisms like reverse Dutch auctions for controlled investor/employee exits and to maintain independence while responsibly growing impact in the meat supply chain.
1-Page Summary
After experiencing a loss of control and company culture at his previous venture, Mike Salguero co-founded Butcherbox with lessons learned, setting it on a path for growth through innovative marketing strategies and a customer-centric approach.
Michael Salguero's previous venture, Custommade.com, spoke volumes about the dangers of excessive venture capital. Despite raising an impressive $1.9 million from esteemed entities like Google Ventures and achieving a $7 million pre-money valuation, the growth led to unforeseen cultural and operational issues. The pitch of creating a marketplace was trendy and attracted investors; however, after a deep dive by a Google expert, sweeping terminations led to the hiring of a new team that clashed with the existing culture. Salguero lamented the transformation, which made him feel disconnected from the company he co-founded.
Custommade.com expanded rapidly but struggled. Despite reaching a Gross Merchandise Volume of $3 or $4 million a month, the real income was just around $200,000 due to operational complexities. The company burned through a staggering $500,000 monthly, and a change in leadership couldn't stem the tide. This resulted in Salguero witnessing the downfall of Custommade due to the operational nightmare of handling custom transactions and the venture debt that forced a friendly foreclosure of the company. Custommade eventually abandoned its marketplace model and downsized to a jewelry company.
Learning from these harsh lessons, Salguero started ButcherBox with an entirely different strategy. Opting to bootstrap the venture, he aimed to create a profitable and sustainable business that would circumvent issues of external control and cultural dilution. Salguero was inspired by the passive income model presented in Tim Ferriss's "The 4-Hour Workweek". He envisioned Butcherbox as a "hobby business" that would bring in a $20 profit from 1,000 subscribers, hoping to net $10,000 a month after delegating processes like customer service and utilizing simple technology. Butcherbox started with a basic system built on WordPress and Stripe, transitioning to Shopify later.
A Kickstarter campaign was pivotal in Butcherbox's early phase, validating the market and generating $210,000 in pre-sales, dramatically surpassing the initial $25,000 goal. The successful campaign unfolded after Butcherbox mitigated concerns about the quantity of meat by including chicken and pork options, which were deemed equally high-quality and ethical as their beef. An offering of free bacon upon reaching $100,000 sales also catalyzed promotion among buyers. These strategic moves captivated consumers who sought healthier meat a ...
The Founding and Early Growth of Butcherbox
Mike Salguero, founder of Butcherbox, shares insights into the financial and operational strategies that have contributed to the company's success. Understanding the typical 30% gross margin in consumer packaged goods businesses, Salguero aimed for a $20 profit per subscriber box, which factored in all costs, such as the cost of meat, shipping, and processing fees. This disciplined approach to unit economics has allowed Butcherbox to stay cash flow positive since its inception.
From its early days, Butcherbox focused on maintaining a $20 gross profit per box to ensure profitability. Salguero stressed the importance of knowing exactly how much money they are making per box, including all associated costs. Negotiating every line item and maintaining disciplined unit economics was key to Butcherbox's strategy, ensuring the company could pay influencers based on subscriber retention and achieve box one profitability.
Butcherbox's strategy paid off as they negotiated costs and kept the cost of customer acquisition through influencers below the box profit, ensuring the company remained cash flow positive from the very first transaction.
Butcherbox's success also hinges on its asset-light business strategy. By partnering with meat suppliers and logistics providers, it has managed to quickly expand operations without significant infrastructure investment.
Salguero mentioned early beginnings, buying meat in bulk from a farmer and selling to friends, then evolving to ship meat directly to customers. By teaming up with the former head of operations of Omaha Steaks, Butcherbox set up quickly without heavy investment in infrastructure. Working with a company in Wisconsin, Butcherbox was able to delegate cutting, pick-pack, and shipping facility tasks, scaling up its shipping and logistics w ...
Operational and Financial Details of Running Butcherbox
Butcherbox faced significant scaling challenges as its rapid growth led to cultural and customer engagement issues. CEO Mike Salguero has since redirected the company's focus towards customer obsession and sustainable growth, embracing a nimble team approach.
Butcherbox grew quickly from 85 to 240 employees during COVID-19, but Mike Salguero recognized a disheartening decline in their numbers at a later stage. Confronted with a shift in culture amid fast expansion, the company struggled to maintain its original entrepreneurial essence faced with increasing bureaucracy and lost agility. Salguero admits that Butcherbox was overwhelmed when the team expanded to around 450 employees, which resulted in issues that led the company to bring in a significant number of new people to help rectify the problems.
The company's primary challenge was to inspire customers to use their product regularly. About 12,000 customers were lost each month, partially because of issues related to customers feeling they had too much product and consequently did not need to continue the service.
Mike Salguero reflected on the issues arising from rapid growth, noting that with the increase to 240 employees, Butcherbox's culture shifted from entrepreneurship to one that was heavily process-oriented. This stifled the entrepreneurial spirit that initially drove the company's success, with team members adopting a mindset of saying no, prioritizing process over innovation.
Scaling Challenges and Refocusing the Company
Mike Salguero has a clear long-term vision for Butcherbox, aiming to make a lasting impact on the meat industry through a family-controlled, mission-driven business model and innovative financial strategies.
Mike is dedicated to building Butcherbox into a multi-generational, long-term hold company that is family-controlled. Inspired by other successful family-owned food companies, his commitment lies in steering Butcherbox to become a durable enterprise capable of withstanding market fluctuations.
While the details of profit reinvestment are not explicit in the discussions, Mike Salguero reveals his strategic approach to content ownership and product outreach to non-members. This reflects his vision for Butcherbox to extend its influence and impact on U.S. meat production and consumption.
Despite the lack of specific mention of reinvesting profits, Salguero implies a plan for sustainable growth by focusing on promoting Butcherbox's offerings beyond its current membership base.
Mike introduces a unique financial mechanism — the reverse Dutch auction. This method was carried out by allocating funds for buying shares back from employees at a set price, offering an exit for shareholders while maintaining the company's independence.
Mike's Long-Term Vision For Butcherbox
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