Podcasts > The Game w/ Alex Hormozi > Cashflow, Unit Economics, and Bootstrapping $550M ButcherBox with Mike Salguero | Ep 838

Cashflow, Unit Economics, and Bootstrapping $550M ButcherBox with Mike Salguero | Ep 838

By Alex Hormozi

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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Cashflow, Unit Economics, and Bootstrapping $550M ButcherBox with Mike Salguero | Ep 838

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Cashflow, Unit Economics, and Bootstrapping $550M ButcherBox with Mike Salguero | Ep 838

1-Page Summary

The Founding and Early Growth of Butcherbox

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.

Butcherbox's Focus on Box Profitability and Asset-Light Model

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.

Scaling Challenges and Refocusing

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.

Mike's Long-Term Vision: Family-Controlled Business and Impact

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

Additional Materials

Counterarguments

  • Bootstrapped businesses may face limitations in scaling due to lack of capital, potentially missing out on growth opportunities that competitors with external funding could seize.
  • Relying heavily on influencer partnerships and Kickstarter campaigns might not be sustainable long-term marketing strategies as consumer behavior and platform effectiveness can change over time.
  • Maintaining a $20 gross profit per box could limit the ability to invest in quality improvements or diversification of product offerings, which might be necessary to stay competitive.
  • An asset-light model with reliance on partnerships for meat supply and logistics could lead to vulnerabilities if partners face issues, as Butcherbox does not control the entire supply chain.
  • Downsizing from 450 to ~150 employees to address cultural shifts and bureaucracy might have negative consequences, such as loss of talent, reduced operational capacity, and lower employee morale.
  • Aiming to build a long-lasting, family-controlled enterprise could potentially conflict with the need for professional management and governance structures as the company grows.
  • Using reverse Dutch auctions for controlled investor/employee exits might not always align with maximizing shareholder value or could complicate capital raising efforts in the future.
  • While focusing on a mission-driven model is commendable, it may sometimes conflict with financial goals, especially in a competitive industry where profit margins can be thin.

Actionables

  • You can start a small-scale business venture using personal savings to maintain full control and make decisions based on your values. For instance, if you're passionate about sustainable fashion, begin by creating a line of eco-friendly accessories. Use your initial profits to reinvest in the business, keeping a close eye on your profit margins to ensure you can sustainably grow without outside investment.
  • Experiment with validating a business idea through pre-sales or a small crowdfunding campaign to gauge interest before fully committing. If you have a concept for a unique home organization tool, set up a simple pre-order system through social media or a basic website. This approach allows you to understand customer demand and preferences with minimal risk.
  • Focus on building a lean operation by outsourcing non-core tasks to experts, which can help you scale without significant upfront investment. For example, if you're launching a line of natural skincare products, partner with a reputable manufacturer for production and a fulfillment service for shipping. This way, you can concentrate on product development and marketing, while others handle the logistics.

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Cashflow, Unit Economics, and Bootstrapping $550M ButcherBox with Mike Salguero | Ep 838

The Founding and Early Growth of Butcherbox

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.

Mike Salguero Learned the Dangers of Excessive Venture Capital and Losing Company Culture Control

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.

Building Butcherbox as a Bootstrapped, Profitable, and Sustainable Business

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.

Butcherbox Grew Through Innovative Marketing Like a Kickstarter and Influencer Partnerships

Kickstarter Validated Product Idea and Generated Early Sales, Revealing Customer Preferences

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 ...

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The Founding and Early Growth of Butcherbox

Additional Materials

Clarifications

  • Custommade.com faced challenges due to rapid growth, including operational complexities that hindered profitability despite high revenue figures. The influx of venture capital led to a loss of control over company culture, resulting in clashes between the existing team and new hires. The company struggled with managing custom transactions efficiently, leading to financial difficulties and a shift away from its original marketplace model. These issues ultimately contributed to the downfall of Custommade.com.
  • The concept of a "hobby business" involves creating a venture that generates income with minimal time and effort, akin to a side project or hobby. The passive income model, popularized by Tim Ferriss in "The 4-Hour Workweek," focuses on setting up systems to generate income with little ongoing involvement once established. This approach aims to free up time for other pursuits while still earning money, emphasizing efficiency and automation in business operations. The goal is to create a sustainable source of income that requires minimal day-to-day management, allowing for a more flexible and balanced lifestyle.
  • The transition from a basic system on WordPress and Stripe to Shopify for Butcherbox involved upgrading to a more robust e-commerce platform to support the company's growth and scalability needs. Shopify offered advanced features and integrations that allowed Butcherbox to enhance its online shopping experience for customers. This migration enabled Butcherbox to streamline operations, improve order management, and optimize its marketing efforts more effectively. The shift to Shopify marked ...

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Cashflow, Unit Economics, and Bootstrapping $550M ButcherBox with Mike Salguero | Ep 838

Operational and Financial Details of Running Butcherbox

Butcherbox's Focus on Box Profitability Was Key to Success

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.

Mike's Team Ensures $20 Gross Profit per Box

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.

Disciplined Unit Economics Kept Butcherbox Cash Flow Positive, Avoiding Growth-At-all-costs Pitfalls

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 Leveraged Third-Party Logistics for an Asset-Light, Scalable Business Model

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.

Partnering With Meat Suppliers and Logistics Providers, Butcherbox Quickly Expanded Operations Without Major 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 ...

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Operational and Financial Details of Running Butcherbox

Additional Materials

Counterarguments

  • While maintaining a $20 gross profit per box is a clear financial target, it may not account for fluctuating costs or unexpected expenses, which could impact profitability.
  • Focusing on a fixed profit margin per box might limit the ability to invest in quality or sustainability initiatives that could enhance the brand's value proposition in the long term.
  • The cash flow positive approach may be conservative and could potentially slow down growth compared to a more aggressive reinvestment strategy.
  • Partnering with third-party logistics and meat suppliers could lead to less control over the supply chain, which might affect product quality or consistency.
  • Rapid expansion without significant infrastructure investment could lead to over-reliance on partners and potential vulnerabilities if those relationships are disrupted.
  • Outsourcing key operational tasks might limit Butcherbox's ability to innovate or customize their processes for better efficiency or customer experience.
  • Focusing primarily on marketing and customer acquisition could lead to neglecting other important aspects of the business, such as customer service or emp ...

Actionables

  • You can streamline your personal budget by setting a clear profit goal for each income source, similar to how a business would aim for a specific profit margin. For instance, if you're a freelancer, determine a net profit target for each project after accounting for all expenses, such as materials and time. This will help you price your services more effectively and identify areas where you can reduce costs or increase efficiency.
  • Consider partnering with skilled individuals or services to handle tasks outside your expertise, allowing you to focus on your strengths. For example, if you're starting a side business, you might collaborate with a freelance accountant for financial management or a graphic designer for branding, which can save you time and potentially reduce costs due to their expertise.
  • Adopt a disciplined ap ...

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Cashflow, Unit Economics, and Bootstrapping $550M ButcherBox with Mike Salguero | Ep 838

Scaling Challenges and Refocusing the Company

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.

Growth Posed Challenges in Scaling and Culture Maintenance

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.

Rapid Expansion Caused Higher Churn as the Company Struggled to Engage and Inspire Customers to Continue Using the Service

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 Refocused Butcherbox, Streamlining and Embracing a Patient, Long-Term Approach

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.

Recognizing the Company Became too Process-Driven and Lost Its Entrepreneurial Spirit, Mike Worked to Reestablish Bu ...

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Scaling Challenges and Refocusing the Company

Additional Materials

Clarifications

  • The company's culture shifted from entrepreneurship to being process-oriented as it grew rapidly, leading to a focus on implementing procedures and protocols over fostering innovation and agility. This change stifled the entrepreneurial spirit that initially drove the company's success, with team members prioritizing adherence to processes rather than embracing creativity and risk-taking. The shift towards a more process-driven culture resulted in a mindset where saying no and following established procedures took precedence over exploring new ideas and approaches. This transition highlighted the need for the company to reevaluate its priorities and realign its focus on maintaining its core values while adapting to growth.
  • "Headcount" in a business context typically refers to the total number of employees in a company. When a company downsizes, it means reducing the number of employees, often to improve efficiency or cut costs. In this case, Butcherbox downsized to around 150 employees from a higher number to create a more agile and focused team. The term "headcount" is crucial in understanding how the company restructured its workforce to address its scaling challenges.
  • To empower a more agile ...

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Cashflow, Unit Economics, and Bootstrapping $550M ButcherBox with Mike Salguero | Ep 838

Mike's Long-Term Vision For Butcherbox

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's Vision: Build a Family-Controlled Company to Impact the Meat Industry

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.

Inspired by Successful Family-Owned Food Companies, Mike Is Committed To Making Butcherbox a Mission-Driven Business That Can Endure Market Pressures

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.

Reinvesting Profits to Expand Butcherbox's 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.

Innovative Structures: Reverse Dutch Auction For Investor and Employee Exits

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.

Prioritizing Sustainability Over Rapid Gr ...

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Mike's Long-Term Vision For Butcherbox

Additional Materials

Clarifications

  • The lack of specific mention of reinvesting profits in the text may indicate that while the exact details of profit reinvestment strategies are not explicitly outlined, it suggests a focus on sustainable growth and expanding Butcherbox's impact on the meat industry beyond its current membership base. This approach aligns with Mike Salguero's vision for the company to endure market pressures and make a lasting impact on U.S. meat production and consumption.
  • A reverse Dutch auction is a financial process where a company sets a price at which it will buy back shares from its investors or employees. This method allows shareholders to offer their shares at or below the specified price, with the company then purchasing the shares starting from the lowest price until the allocated funds are exhausted. It provides an exit strategy for shareholders while enabling the company to control its ownership structure and potentially increase shareholder value. This mechanism can help maintain the company's independence and manage its capital structure effectively.
  • Infl ...

Counterarguments

  • Family-controlled businesses can sometimes struggle with governance issues and succession planning, which might affect the company's long-term stability.
  • The meat industry is highly competitive and subject to regulatory changes, which could challenge Butcherbox's ability to impact it significantly.
  • Reinvesting profits for expansion is a sound strategy, but it may limit the company's ability to provide immediate returns to investors, which could affect its attractiveness to some stakeholders.
  • The reverse Dutch auction, while innovative, may not be the best approach for all investors and employees, particularly if the set price does not reflect the true market value of the shares.
  • Prioritizing sustainability over rapid ...

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