Meeting Title: Meeting-with-Kim <> Brainforge Date: 2024-06-10 Meeting participants: Uttam Kumaran, Nicolas Sucari, Kim Todaro
WEBVTT
1 00:02:16.080 ⇒ 00:02:17.050 Nicolas Sucari: Hi kim.
2 00:02:21.120 ⇒ 00:02:22.110 kim todaro: Hello!
3 00:02:22.820 ⇒ 00:02:23.470 kim todaro: There we go!
4 00:02:23.470 ⇒ 00:02:24.859 Nicolas Sucari: Hi! Kim! How are you?
5 00:02:25.150 ⇒ 00:02:26.400 kim todaro: Good! How are you?
6 00:02:26.950 ⇒ 00:02:29.300 Nicolas Sucari: I’m fine, thanks nice to meet you.
7 00:02:29.580 ⇒ 00:02:31.319 kim todaro: Yeah, I haven’t met you right?
8 00:02:32.120 ⇒ 00:02:34.209 Nicolas Sucari: No, not yet. 1st time. Yeah.
9 00:02:34.737 ⇒ 00:02:36.320 kim todaro: How’s it going.
10 00:02:37.040 ⇒ 00:02:46.760 Nicolas Sucari: Everything great. Let me give a little introduction of who I am, because, yeah, I think we we already spoke through slack, but I haven’t introduced myself there. So
11 00:02:46.920 ⇒ 00:02:57.159 Nicolas Sucari: yeah, I’m Nicholas. I just joined Brain Forge a couple of weeks ago. I think it was like 3 weeks ago. Now, yeah, something like that. So I’m like.
12 00:02:57.190 ⇒ 00:03:25.799 Nicolas Sucari: really, really new into the company. And yeah, trying to understand a little bit of the business and what we are doing with you guys with full parts? I joined as a project manager at Brainforge trying to help with the communication with the clients and to organize a little bit more of the debt engineer teams scope backlog. Yeah, and work on some processes internally, so that we can deliver faster and better and better work. Yeah.
13 00:03:25.800 ⇒ 00:03:27.845 kim todaro: Okay. Great, nice to meet you. I
14 00:03:28.530 ⇒ 00:03:33.840 kim todaro: I’ve been working for pool parts to go for basically since it started
15 00:03:34.060 ⇒ 00:03:36.650 kim todaro: 4 or 5 years ago, and.
16 00:03:36.650 ⇒ 00:03:37.400 Nicolas Sucari: Get me!
17 00:03:38.334 ⇒ 00:03:50.055 kim todaro: I, I run the most of the marketing. Except Google. We have a guy, Mike, who is my colleague and and friend. He runs Google. So.
18 00:03:51.210 ⇒ 00:03:53.528 kim todaro: But I do have to be honest, and I know
19 00:03:55.360 ⇒ 00:04:13.309 kim todaro: Tom and Jacob were trying to. They build a dashboard, but we were going back and forth for like a week or 2, and I just didn’t have like the right access, so I couldn’t really. I don’t think I could access it. But I haven’t tried in a while, so I can totally, you know. Try while we’re on the phone.
20 00:04:13.990 ⇒ 00:04:20.899 Nicolas Sucari: Yeah, of course, I mean, you can try. And yeah, other stuff that I didn’t mention is, I’m in Buenos Aires, Argentina.
21 00:04:20.990 ⇒ 00:04:22.530 Nicolas Sucari: I think
22 00:04:22.630 ⇒ 00:04:24.890 Nicolas Sucari: I don’t know where you’re what’s your time zone.
23 00:04:25.430 ⇒ 00:04:27.829 kim todaro: Eastern, so I’m in New Jersey.
24 00:04:28.240 ⇒ 00:04:29.480 Nicolas Sucari: Okay, okay.
25 00:04:29.750 ⇒ 00:04:53.650 Nicolas Sucari: perfect. Yeah. And Jacob is trying to join the call. He will be joining. Yeah, soon. He has some sort of yeah, problem. I don’t know. Probably with his earphones he will be joining the idea today is like, understand a little bit. Why is that this is not working for you these dashboards. And because I already met with Ben and and Dan a couple of a couple of yeah times
26 00:04:53.730 ⇒ 00:05:16.679 Nicolas Sucari: now. And we started discussing what are the goals and different milestones that we will be helping? You guys, in order to accomplish and like, what is, what are our milestones that we need to accomplish in order to deliver the work for you. And we have, like a big like part related to marketing and analysis and understanding the data to keep to help you like, make the right decisions or or yeah.
27 00:05:16.680 ⇒ 00:05:27.050 Nicolas Sucari: to increase your revenue and increase your your profits. So what I need to understand is kind of what are your requirements? Why, you haven’t been using your dashboard if it doesn’t work.
28 00:05:27.050 ⇒ 00:05:51.149 Nicolas Sucari: that’s perfect. We kind of work on that. And also because they were in, they were introduced to real really is another tool that we started working on. And yeah, Ben really liked it. And probably we will be like working towards having dashboards in real really is a great tool. It gives you the possibility to drill down into information. Look at a lot of different dimensions, combined data and do like a lot of different analysis.
29 00:05:51.200 ⇒ 00:06:00.469 Nicolas Sucari: But yeah, we won’t like to hear with you like a little bit of feedback. Of what was the dashboard that you started using? What? What works, what didn’t work, and that kind of stuff.
30 00:06:01.820 ⇒ 00:06:08.939 kim todaro: Okay. Yeah. So I spoke with it. Not Jacob. But there was actually someone prior to Jacob who left.
31 00:06:10.860 ⇒ 00:06:13.449 Nicolas Sucari: Probably didn’t didn’t happen yet.
32 00:06:13.450 ⇒ 00:06:17.136 kim todaro: It wasn’t too long ago. It was probably like 2 or 3 months ago.
33 00:06:17.820 ⇒ 00:06:23.699 kim todaro: And I told him something that would be so. What’s the remind me again, what’s the URL for the
34 00:06:24.110 ⇒ 00:06:26.049 kim todaro: for the dashboard, like like.
35 00:06:26.050 ⇒ 00:06:26.810 Nicolas Sucari: Yes.
36 00:06:27.030 ⇒ 00:06:28.220 Nicolas Sucari: yeah, like this.
37 00:06:28.460 ⇒ 00:06:32.153 kim todaro: Okay. So I’m gonna log in and show you at least what I see.
38 00:06:32.400 ⇒ 00:06:33.060 Nicolas Sucari: Yeah.
39 00:06:34.950 ⇒ 00:06:37.889 Nicolas Sucari: I have the the Urls here. If you don’t.
40 00:06:39.960 ⇒ 00:06:44.214 kim todaro: Okay, okay, cool. So I’ll show you. I just logged in. I’ll show you my
41 00:06:45.470 ⇒ 00:06:48.589 kim todaro: screen. You might have to give me access
42 00:06:49.270 ⇒ 00:06:52.300 kim todaro: to share my screen. I could be wrong.
43 00:06:53.140 ⇒ 00:06:53.919 Nicolas Sucari: But they see.
44 00:07:03.985 ⇒ 00:07:04.310 kim todaro: Yep.
45 00:07:04.310 ⇒ 00:07:05.390 Nicolas Sucari: Can share.
46 00:07:06.830 ⇒ 00:07:08.520 kim todaro: I think you have to make me the host.
47 00:07:09.720 ⇒ 00:07:11.586 Nicolas Sucari: I can make you host. Let me see.
48 00:07:13.190 ⇒ 00:07:15.769 kim todaro: Click on my picture and hit the 3 dots. Yeah.
49 00:07:16.210 ⇒ 00:07:17.199 Nicolas Sucari: Yeah, there, there you go!
50 00:07:17.200 ⇒ 00:07:18.990 kim todaro: Now. Yep, now I can do it.
51 00:07:20.710 ⇒ 00:07:21.550 kim todaro: Okay.
52 00:07:24.090 ⇒ 00:07:28.049 kim todaro: so this is when I log in. This is where I get to.
53 00:07:33.230 ⇒ 00:07:33.900 Nicolas Sucari: Okay.
54 00:07:34.970 ⇒ 00:07:37.819 kim todaro: This is, I guess, like the total one.
55 00:07:37.890 ⇒ 00:07:39.829 kim todaro: But I thought there was
56 00:07:40.940 ⇒ 00:07:43.590 kim todaro: one for me specifically
57 00:07:50.870 ⇒ 00:07:51.690 kim todaro: no.
58 00:07:51.690 ⇒ 00:07:55.089 Uttam Kumaran: Can you hit on the search? If you can just search for.
59 00:07:55.360 ⇒ 00:07:55.740 kim todaro: Kim.
60 00:07:55.740 ⇒ 00:07:56.600 Nicolas Sucari: Hey, Tom, Mark.
61 00:07:56.600 ⇒ 00:07:58.479 Uttam Kumaran: Yeah. If you search, search for Kim.
62 00:08:02.660 ⇒ 00:08:03.720 Nicolas Sucari: Kim’s report.
63 00:08:05.750 ⇒ 00:08:06.369 Uttam Kumaran: I think it’s.
64 00:08:06.370 ⇒ 00:08:06.770 Nicolas Sucari: Yeah, but.
65 00:08:06.770 ⇒ 00:08:08.190 Uttam Kumaran: Dashboard! Actually.
66 00:08:09.320 ⇒ 00:08:09.990 kim todaro: Okay.
67 00:08:09.990 ⇒ 00:08:12.270 Nicolas Sucari: Yeah, if you click there on dashboards.
68 00:08:12.410 ⇒ 00:08:16.739 Nicolas Sucari: you see. Oh, no. Okay. Now go to search again. Now, zoom there. Yeah.
69 00:08:17.800 ⇒ 00:08:21.560 Nicolas Sucari: The the one that says dashboard below that. Yeah. Teams weekly report.
70 00:08:22.670 ⇒ 00:08:23.490 kim todaro: Okay.
71 00:08:25.220 ⇒ 00:08:30.569 kim todaro: yeah. So this kept happening last time, too. And then I don’t. I don’t think it was a full fixed
72 00:08:31.094 ⇒ 00:08:33.890 kim todaro: it could be something on my side. I’m I’m not sure.
73 00:08:35.250 ⇒ 00:08:37.279 kim todaro: Maybe I have to fix the dates or something.
74 00:08:40.030 ⇒ 00:08:41.709 Nicolas Sucari: Let me see.
75 00:08:42.250 ⇒ 00:08:48.060 Nicolas Sucari: because in the last one completed week, yeah, I know we we can try and
76 00:08:48.080 ⇒ 00:08:50.290 Nicolas Sucari: see what is wrong here. But yeah.
77 00:08:50.320 ⇒ 00:08:56.030 Nicolas Sucari: that’s okay. But this is what you were looking at to, and to understand, like what you were spending gone and where, right.
78 00:08:56.610 ⇒ 00:08:57.370 kim todaro: Yeah, that’s for me.
79 00:08:57.646 ⇒ 00:08:58.199 Nicolas Sucari: Their son!
80 00:08:58.530 ⇒ 00:09:03.970 kim todaro: Yup every Monday. I have to basically do this manually and send it to Ben and Dan and takes me over an hour.
81 00:09:04.760 ⇒ 00:09:07.082 kim todaro: I don’t have the attention span.
82 00:09:09.010 ⇒ 00:09:10.000 Nicolas Sucari: Perfect. Okay.
83 00:09:10.000 ⇒ 00:09:14.709 kim todaro: And they they ask for a lot of different stats. And it’s just like super cumbersome.
84 00:09:17.160 ⇒ 00:09:29.040 Nicolas Sucari: Okay, okay, perfect. Okay? And regarding, okay, forget about the dashboard. Now, because, yeah, we’re not gonna like, fix it right away. We’re gonna try to understand what is broken here and try to
85 00:09:29.150 ⇒ 00:09:40.839 Nicolas Sucari: having working again. But in terms of like what you would like to see when you see the dashboard. And what do you need to see in order for your daily task? Like to understand a little better of
86 00:09:41.010 ⇒ 00:09:52.879 Nicolas Sucari: data that we are seeing like, what can you tell us about that? Like? What? What do we need to know, and what and what do we need to show to you that that you will be using, or that you would like to use in your day in a daily basis.
87 00:09:53.300 ⇒ 00:10:03.970 kim todaro: So I gave for this particular dashboard. There is all the channels that I manage. I can send you a copy of it. I have it in like a Google sheet.
88 00:10:04.530 ⇒ 00:10:07.530 kim todaro: But that was made by
89 00:10:08.434 ⇒ 00:10:11.830 kim todaro: you, Tom and I his team prior. So
90 00:10:11.840 ⇒ 00:10:14.650 kim todaro: I can give you that that that sheet, if you want.
91 00:10:14.650 ⇒ 00:10:15.340 Nicolas Sucari: Okay.
92 00:10:16.770 ⇒ 00:10:22.400 kim todaro: but something else I had asked. I forget his name. It’s not Jacob. It’s the guy that was here prior.
93 00:10:22.400 ⇒ 00:10:22.750 Uttam Kumaran: Jack.
94 00:10:22.750 ⇒ 00:10:25.033 kim todaro: It would be. Yes, it was Jack.
95 00:10:25.360 ⇒ 00:10:26.000 Nicolas Sucari: Okay.
96 00:10:26.600 ⇒ 00:10:32.322 kim todaro: It would be good to see like product, like profitability by product. Just so I know.
97 00:10:32.840 ⇒ 00:10:37.800 kim todaro: you know, which I mean. A lot depends on seasonality. But it would be good to push, you know.
98 00:10:38.390 ⇒ 00:10:43.509 kim todaro: products that high, high have higher profit margins. I don’t really see any of that.
99 00:10:43.520 ⇒ 00:10:48.441 kim todaro: I might have access to some of those reports in my in light dash. But
100 00:10:48.960 ⇒ 00:10:51.709 kim todaro: yeah, it’s not something I I look at a lot.
101 00:10:53.360 ⇒ 00:10:54.570 Nicolas Sucari: Excellent. Okay.
102 00:10:55.490 ⇒ 00:10:56.320 Nicolas Sucari: okay.
103 00:10:57.090 ⇒ 00:11:07.330 Nicolas Sucari: great. Apart from what our profitability by product like, is there any other metric or measurements that you usually use.
104 00:11:11.810 ⇒ 00:11:14.105 kim todaro: Besides, my, not really
105 00:11:16.450 ⇒ 00:11:22.710 kim todaro: I don’t see, you know. I don’t use a whole lot other than my marketing channels. And
106 00:11:24.380 ⇒ 00:11:33.470 kim todaro: that type of thing with like profitability. So I know, like, you know, what products to to focus on and email and paid paid Facebook ads
107 00:11:33.640 ⇒ 00:11:36.520 kim todaro: and text messages, and, you know.
108 00:11:36.700 ⇒ 00:11:40.649 kim todaro: direct mail. That’s really the priority for me.
109 00:11:40.993 ⇒ 00:11:44.216 kim todaro: Other than that. I don’t really look at like shipping stuff.
110 00:11:44.750 ⇒ 00:11:47.460 kim todaro: I think it’s interesting, and I click around, but
111 00:11:47.970 ⇒ 00:11:50.180 kim todaro: I don’t really need it on a day to day.
112 00:11:51.180 ⇒ 00:11:52.570 Nicolas Sucari: Excellent. Okay.
113 00:11:53.170 ⇒ 00:11:54.300 Nicolas Sucari: perfect.
114 00:11:54.824 ⇒ 00:11:59.249 Nicolas Sucari: Utam. Do you think it would be worth show, Kim, what we have as milestones.
115 00:12:00.430 ⇒ 00:12:07.709 Uttam Kumaran: Yes, definitely. I mean, I think we can just maybe go over the overall, but also want to talk about like the revenue side, for sure.
116 00:12:08.460 ⇒ 00:12:18.880 Nicolas Sucari: Yeah, perfect. Let me share my screen. Kim, yeah, we’ve been working with Utam, and we already showed this with Ben and Dan
117 00:12:19.020 ⇒ 00:12:20.080 Nicolas Sucari: A.
118 00:12:21.410 ⇒ 00:12:23.090 Nicolas Sucari: The idea is.
119 00:12:23.410 ⇒ 00:12:26.369 Nicolas Sucari: let me see what I have it here. Okay.
120 00:12:27.050 ⇒ 00:12:52.890 Nicolas Sucari: we are setting some goals obviously speaking with them. And each of the goals have inside some milestones, and what we try to do is like, then every every piece of work that we’re working on, every task that we are working on with the team. It refers to one of these milestones on one of these goals, right? So, in a general point of view, speaking like, we set these 5 goals that accuracy, profitabilities daily
121 00:12:53.263 ⇒ 00:13:15.250 Nicolas Sucari: reduce shipping cost and revenue expansion. We are leaving these animal detection for the next quarter. But for now we are gonna focus on these. Yeah, these 4, and each of these goals will be set some milestones. So for example, in that accuracy, we? Yeah, we already worked on elementary. That is a tool in order to receive alerts and test our databases
122 00:13:15.535 ⇒ 00:13:41.250 Nicolas Sucari: keep the tools up to date and withouters, and each of the tasks that we are working on that refer to these milestones like we can group that into the milestone and see what we are doing with each of them, right? So, in terms of what we wanted to work with you, we already have, like goals and milestones for a profitability daily for reduce shipping cost. We can see, like all of the milestones here. But we wanna like expand here about this goal, about revenue expansion.
123 00:13:41.552 ⇒ 00:13:49.409 Nicolas Sucari: And yeah, like, the idea is to work on these 3 milestones. As we said, we said, developing a model for customer acquisition cost by channel.
124 00:13:50.183 ⇒ 00:14:01.129 Nicolas Sucari: Keen reporting coming from light dash. And this, it’s kind of what we wanted to discuss a little bit further and then discuss if we are gonna be using real or like dash
125 00:14:01.160 ⇒ 00:14:06.429 Nicolas Sucari: and then enable key to ramp up direct email testing to X campaigns per month.
126 00:14:07.570 ⇒ 00:14:08.350 Nicolas Sucari: Okay.
127 00:14:08.730 ⇒ 00:14:09.300 kim todaro: Yep.
128 00:14:09.300 ⇒ 00:14:27.299 Nicolas Sucari: So the idea is like we set these milestones, and, like anything that you would like us to work, should like feed into these milestones, or we can create like a new milestone. If you have like a new requirement, I think I’m think that that new requirement will feed into this revenue expansion goal. Okay.
129 00:14:27.520 ⇒ 00:14:28.472 kim todaro: Yep. Makes sense.
130 00:14:30.100 ⇒ 00:14:37.109 Nicolas Sucari: Perfect and according to revenue expansion, I I don’t know Utam. If you wanna make any comments on what we just seen of goals.
131 00:14:37.410 ⇒ 00:14:38.430 Nicolas Sucari: Nice songs
132 00:14:42.330 ⇒ 00:14:45.350 Nicolas Sucari: I think you’re on. If you’re speaking, you’re on mute.
133 00:14:48.680 ⇒ 00:15:17.469 Nicolas Sucari: Okay? No. Yeah. So what we are trying to understand a little bit now. We are doing some analysis on for example, professional versus consumers. And how like, we can like address these different type of customers. And we also like would like to understand if there is any other like analysis that we can make in terms of consumer segmentation or client segmentation in order to help with how we can like expand that revenue. If you know anything about that.
134 00:15:18.490 ⇒ 00:15:20.790 Nicolas Sucari: If you have any idea, or any like
135 00:15:20.920 ⇒ 00:15:29.200 Nicolas Sucari: way of you would like any requests from from your side that would help you like. Think on this goal of revenue, expansion.
136 00:15:30.240 ⇒ 00:15:30.985 kim todaro: Yeah,
137 00:15:31.900 ⇒ 00:15:33.050 kim todaro: you know
138 00:15:34.220 ⇒ 00:15:44.074 kim todaro: something that I’ve been that’s been on my list, I mean, I don’t really. There’s nothing to report yet but something that’s been on my list is is trying some tiktok ads.
139 00:15:45.270 ⇒ 00:15:47.550 kim todaro: I just kind of got sidetracked, and
140 00:15:47.580 ⇒ 00:15:58.360 kim todaro: when I applied for the Tiktok shop for our Tiktok account. Unfortunately, we got denied. But that doesn’t mean I I still can’t run ads. They just won’t have the Tiktok check out.
141 00:15:58.580 ⇒ 00:16:02.289 kim todaro: which is really nice to have. But
142 00:16:03.060 ⇒ 00:16:07.780 kim todaro: that’s something that I’ve been thinking about in terms of like channel revenue expansion.
143 00:16:09.950 ⇒ 00:16:11.940 kim todaro: you know the direct mail stuff.
144 00:16:12.452 ⇒ 00:16:14.550 kim todaro: I was actually just looking at it today.
145 00:16:17.350 ⇒ 00:16:23.429 kim todaro: I don’t know if this is possible, but like their reporting, even in the dashboard, is clunky. So I like downloaded a Csv
146 00:16:23.660 ⇒ 00:16:26.400 kim todaro: cause. I want to see essentially if
147 00:16:26.700 ⇒ 00:16:30.670 kim todaro: the direct mail investment, if people are actually purchasing
148 00:16:31.470 ⇒ 00:16:33.540 kim todaro: what I
149 00:16:33.760 ⇒ 00:16:36.889 kim todaro: market to them. So, for instance, I just sent out
150 00:16:37.480 ⇒ 00:16:42.219 kim todaro: a pretty big campaign to people who have bought a pump from us
151 00:16:42.240 ⇒ 00:16:48.510 kim todaro: like a black and decker pump, and I wanted to see if they would buy then from the new product line, which is filters.
152 00:16:48.810 ⇒ 00:16:49.615 kim todaro: So
153 00:16:50.996 ⇒ 00:16:55.910 kim todaro: I’m still going through the data. But I got the Csv this morning, and I was just kind of like parsing through it to see
154 00:16:56.943 ⇒ 00:17:05.450 kim todaro: what skew they bought, and it doesn’t show it in the report, so I have to like, I would have to like find the email, I would I would have to use the the common
155 00:17:05.460 ⇒ 00:17:10.550 kim todaro: data point as the email, and then look up each one individually. I don’t know if you guys could help with that at all.
156 00:17:11.000 ⇒ 00:17:18.690 Uttam Kumaran: Yeah, that makes that makes sense, I think. So. That’s mainly just making sure that for every conversion on the direct mail side we can link that to an order. Id.
157 00:17:19.280 ⇒ 00:17:20.450 kim todaro: Basically that way.
158 00:17:20.450 ⇒ 00:17:21.530 Uttam Kumaran: We can show you
159 00:17:21.569 ⇒ 00:17:23.600 Uttam Kumaran: product or products that were bought in them.
160 00:17:24.589 ⇒ 00:17:30.529 kim todaro: Yeah. Because Post Pilot does like, I said, they have a Csv, but they don’t have the
161 00:17:30.860 ⇒ 00:17:33.400 Uttam Kumaran: Yeah. What? What? Exactly was bought?
162 00:17:33.400 ⇒ 00:17:38.977 kim todaro: Yeah, they don’t have exactly what was bought. And then I was even looking at it. And it’s like a ton of people who,
163 00:17:39.750 ⇒ 00:17:41.470 kim todaro: you know, had a warranty.
164 00:17:41.480 ⇒ 00:17:44.110 kim todaro: So I’m like, you know. Does it?
165 00:17:44.110 ⇒ 00:17:44.710 Uttam Kumaran: Oh!
166 00:17:44.720 ⇒ 00:17:46.600 kim todaro: Campaign actually even work.
167 00:17:47.110 ⇒ 00:17:49.040 Uttam Kumaran: Oh, I see!
168 00:17:49.040 ⇒ 00:17:53.180 kim todaro: Yeah, I could. I? If you want, I could just send you guys the Csv, I have it like on.
169 00:17:53.910 ⇒ 00:17:56.480 Uttam Kumaran: Yeah, we’re getting. We’re actually getting all the direct mail
170 00:17:56.760 ⇒ 00:18:03.080 Uttam Kumaran: the Associated every Monday have it. But, I don’t think it’s
171 00:18:03.492 ⇒ 00:18:08.639 Uttam Kumaran: actually linked it we may have, but we probably haven’t just ex exposed it in that way.
172 00:18:09.079 ⇒ 00:18:14.859 Uttam Kumaran: That’s something we could totally do where we just have the direct mail. Often the orders associated with direct mail.
173 00:18:15.900 ⇒ 00:18:20.030 kim todaro: Yeah, that would be helpful, cause I don’t spend a whole lot there, and
174 00:18:20.170 ⇒ 00:18:22.549 kim todaro: you know, according to the Roaz.
175 00:18:22.780 ⇒ 00:18:27.399 kim todaro: it’s pretty high, so I I could spend more but that would be helpful.
176 00:18:29.250 ⇒ 00:18:29.820 Nicolas Sucari: Yeah.
177 00:18:29.820 ⇒ 00:18:40.759 Uttam Kumaran: And then on the direct mail side. I know we were also looking at potentially, like trying out other addresses like, are you? How are you sourcing like the addresses that you’re targeting.
178 00:18:41.310 ⇒ 00:18:51.769 kim todaro: So that’s a good question. There’s 2 things. One we, you know, send emails or send direct mail to people who have already bought from us. So we have their address. Number 2.
179 00:18:52.060 ⇒ 00:18:55.189 kim todaro: Postpilot has something called, I think, mail match.
180 00:18:55.330 ⇒ 00:18:57.249 kim todaro: so they can try to. If
181 00:18:57.690 ⇒ 00:19:01.519 kim todaro: if there isn’t a. They can try to match it within their own database.
182 00:19:01.570 ⇒ 00:19:02.720 kim todaro: Essentially.
183 00:19:02.780 ⇒ 00:19:05.210 kim todaro: for people who we don’t have addresses for.
184 00:19:06.780 ⇒ 00:19:08.080 Uttam Kumaran: Oh, I see. Okay.
185 00:19:08.840 ⇒ 00:19:09.560 Uttam Kumaran: okay.
186 00:19:11.030 ⇒ 00:19:13.439 kim todaro: But I will say this for cold like
187 00:19:13.940 ⇒ 00:19:22.529 kim todaro: if you try to target, do a campaign where you’re like targeting like pool owners. And you know this region that is very costly to do through them, so I’ve never done it.
188 00:19:25.520 ⇒ 00:19:45.989 Uttam Kumaran: So that’s the thing I was looking at. And maybe this is something that if we want to spend maybe a little bit of time on just direct mail that I went and was able to find an ability to get that for a few pretty cheap, which is just cold, new, right? We would. Basically, we basically look at a database, take out anybody that has already bought the address for the folks we have. And then we could. It just basically be like a
189 00:19:46.030 ⇒ 00:19:48.329 Uttam Kumaran: 1st time purchase sort of campaign.
190 00:19:49.150 ⇒ 00:19:57.369 kim todaro: Yeah. And I could get that if I had that in a Csv which I think you formatted, I could essentially upload the list to Clavio, and then
191 00:19:59.440 ⇒ 00:20:03.630 kim todaro: Postpila can just grab that data. I don’t. I don’t think there’d be anything
192 00:20:04.220 ⇒ 00:20:04.960 kim todaro: you know.
193 00:20:04.960 ⇒ 00:20:19.119 Uttam Kumaran: And what like? What would be like? What would be a good area to talk like? How could we? What would be a good initial test to run both in like volume, but also a Geo like, if I was like, go get a certain amount of addresses from an area like what, what, where should we try.
194 00:20:19.750 ⇒ 00:20:23.650 kim todaro: So I did. I did this with another company a year ago, and we
195 00:20:23.770 ⇒ 00:20:28.130 kim todaro: I based it off of where we do the most sales by Metro area.
196 00:20:28.690 ⇒ 00:20:29.040 Uttam Kumaran: Okay.
197 00:20:29.040 ⇒ 00:20:33.279 kim todaro: And I forget the Metro area. But it was somewhere in Florida.
198 00:20:33.290 ⇒ 00:20:37.659 kim todaro: And we did a like a test like that, and we didn’t make any money.
199 00:20:37.800 ⇒ 00:20:52.309 kim todaro: but it was like their system wasn’t super technical, like I had it. They were doing like cross checking, and like, I think we sold like a few brushes, but that was it. And then, like they never followed up with like a report. 30 days later, 60 days later. So we just spent like 5 K. With them and
200 00:20:53.413 ⇒ 00:20:55.930 kim todaro: their company was called Upswell.
201 00:20:57.640 ⇒ 00:21:04.620 Uttam Kumaran: Okay, I mean in in this case, like, I would either I could. We could even go both. We could go both ways. We could test like an area where we don’t have
202 00:21:05.020 ⇒ 00:21:05.900 Uttam Kumaran: like
203 00:21:06.040 ⇒ 00:21:09.730 Uttam Kumaran: to a penetration, or we can go after
204 00:21:09.800 ⇒ 00:21:12.279 Uttam Kumaran: like one of the zips and slot
205 00:21:13.940 ⇒ 00:21:17.221 kim todaro: That makes sense. If there’s like a high pool density.
206 00:21:17.790 ⇒ 00:21:22.179 kim todaro: you know where we’re not saturated it would. That would make sense, too.
207 00:21:24.980 ⇒ 00:21:39.152 Uttam Kumaran: Okay, so maybe let’s Nico, let’s take like one action item on the direct mail site, which is one of the things that we wanted to work on is basically trying to go live with one of these tests using some of that scraped data and basically seeing like, if we’re able to get
208 00:21:40.040 ⇒ 00:21:45.900 Uttam Kumaran: yeah, get some more people, but that’s good to know. At least, so one we’ll have to get the reporting set up anyways
209 00:21:46.000 ⇒ 00:21:47.010 Uttam Kumaran: for that.
210 00:21:47.100 ⇒ 00:21:52.620 Uttam Kumaran: and then, once the reporting is set up and looks good, then maybe we can aim to get some going.
211 00:21:53.300 ⇒ 00:21:53.880 Nicolas Sucari: Yeah.
212 00:21:54.080 ⇒ 00:21:55.500 Uttam Kumaran: 1st time customers.
213 00:21:55.900 ⇒ 00:21:57.750 kim todaro: Yeah. And I know who else
214 00:21:57.960 ⇒ 00:22:01.929 kim todaro: I know you also like were talking about doing something similar, for like
215 00:22:01.940 ⇒ 00:22:03.520 kim todaro: pool pros. I’m not.
216 00:22:03.520 ⇒ 00:22:04.360 Uttam Kumaran: Yes.
217 00:22:04.570 ⇒ 00:22:09.162 kim todaro: Involved in a lot of that, and I don’t know if I’m should be or not.
218 00:22:09.750 ⇒ 00:22:12.370 kim todaro: so I don’t know. I don’t know what that yeah.
219 00:22:12.370 ⇒ 00:22:22.750 Uttam Kumaran: Yeah, so what we’re just so basically, like, Dan is interested in doing a bunch of stuff on the pool pro side. What we’re doing right now is basically trying to create customer segmentation between
220 00:22:22.760 ⇒ 00:22:24.300 Uttam Kumaran: consumer and pro
221 00:22:24.655 ⇒ 00:22:34.110 Uttam Kumaran: and basically we have a, we’re gonna have a flag into our database based on email based on kind of like purchase trends, like, if someone’s coming and purchasing high quantity
222 00:22:34.592 ⇒ 00:22:47.900 Uttam Kumaran: like, maybe once or multiple times a year, we can basically flag that their account is like A, they’re basically a pool pro, or some people also on checkout. You know how they flag like, are you a pool under a pool. Pro
223 00:22:48.233 ⇒ 00:23:06.460 Uttam Kumaran: we we grab that. And then also email, some people was like Joe’s Pool Company or something. So we’re gonna use all those. And we’re hopefully that should be done within the next like week or 2. Basically create that flag like is pool pro true or false. That’s gonna give us like hopefully a conservative baseline of like.
224 00:23:06.550 ⇒ 00:23:09.959 Uttam Kumaran: where are we at like? How many pool pros are there?
225 00:23:10.130 ⇒ 00:23:19.960 Uttam Kumaran: What can we know? What do we know about them. And then I think there’s probably some opportunity to target. Which, like I, I was basically gonna say, like, Okay, let’s let’s chat with Kim and see how we can
226 00:23:20.498 ⇒ 00:23:26.360 Uttam Kumaran: target those. The goal is to get a baseline. So we have an understanding of like what our
227 00:23:26.660 ⇒ 00:23:28.250 Uttam Kumaran: what we have so far
228 00:23:28.440 ⇒ 00:23:32.510 Uttam Kumaran: and kind of try to see whether that’s like concentrated by Geo or anything.
229 00:23:32.520 ⇒ 00:23:36.490 Uttam Kumaran: And then and then again, I was able to go through Google Maps and kind of get
230 00:23:36.680 ⇒ 00:23:44.379 Uttam Kumaran: addresses and phone numbers of those pool pros. But this is the kind of thing I don’t know what Dan’s like overall
231 00:23:44.490 ⇒ 00:23:50.630 Uttam Kumaran: strategies. I don’t know, Nico, if you spoke with him, and you have a sense of like where he’s going with this, but he wants to treat it like our normal.
232 00:23:51.000 ⇒ 00:23:56.309 Uttam Kumaran: like our normal marketing stuff or not. But maybe once we get that we could have a larger combo.
233 00:23:58.580 ⇒ 00:24:13.159 Nicolas Sucari: Yeah, yeah, I think we 1st need to like segment, the client, the the pros, and the customers like we need to get that flag working, and then understand what is the information that we’re getting for the pros and see what we can do with that right? If we can see that there is like a big
234 00:24:13.457 ⇒ 00:24:39.029 Nicolas Sucari: yeah, that we have like a big database of pros. And we want to start like targeting them different. Yeah, differently and try to yeah, maximize profit with them. Try to get more volume with them. And and or any kind of that stuff like we can analyze that data and try to start working directly for that right? But instead of like, do starting that work now like we, I think we 1st need to get that flag working and see like, what are
235 00:24:39.040 ⇒ 00:24:41.330 Nicolas Sucari: the the information that we have with that?
236 00:24:41.930 ⇒ 00:24:42.650 Nicolas Sucari: Okay.
237 00:24:43.190 ⇒ 00:24:54.579 kim todaro: Yeah, that makes sense. And it’s fine. I created a segment in Clavio like that, like, if they purchase like a pool pump more than once within a certain time period, because most people won’t do that.
238 00:24:54.830 ⇒ 00:24:55.580 Uttam Kumaran: Yeah.
239 00:24:56.310 ⇒ 00:25:00.770 kim todaro: That’s like a behavior. And then on checkout. So that question, Cody, actually.
240 00:25:01.430 ⇒ 00:25:11.139 kim todaro: Cody’s an interesting character. But we’ll get to that later. He tried to take away that question, because, he said, I think some people were having issues with it. So I said, Why don’t you just leave it optional.
241 00:25:11.260 ⇒ 00:25:15.530 kim todaro: So that question at the end is not now optional. Like, are you
242 00:25:15.740 ⇒ 00:25:18.890 kim todaro: so? But it used to be mandatory. It’s not anymore.
243 00:25:19.340 ⇒ 00:25:20.060 Uttam Kumaran: Okay.
244 00:25:20.220 ⇒ 00:25:24.979 kim todaro: And I something some issue I always had is I was never able to
245 00:25:25.290 ⇒ 00:25:32.639 kim todaro: like spend who used to be the developer I was. He was never able to like streamline line that into Clavio for me as a property.
246 00:25:33.210 ⇒ 00:25:35.750 Uttam Kumaran: So we have it in our warehouse now.
247 00:25:36.436 ⇒ 00:25:46.400 Uttam Kumaran: Like, based from the shopify in terms of getting it into Clavio. Maybe we can put. Note that down, Nico, to see if, like, there’s any way we can pass that back into Clavio.
248 00:25:47.330 ⇒ 00:25:48.599 kim todaro: Yeah, that would be helpful.
249 00:25:48.600 ⇒ 00:25:53.960 Uttam Kumaran: Cause. It’s a great, I mean, it’s a great question. Like, I, I mean, I’m a big fan of like post checkout surveys.
250 00:25:54.020 ⇒ 00:25:58.459 Uttam Kumaran: because this is like data like it’s kinda hard to assess otherwise.
251 00:25:59.730 ⇒ 00:26:05.869 Uttam Kumaran: so I mean, like, and I don’t know. It’s it’s just one button. I don’t know what people are having trouble with, but.
252 00:26:06.925 ⇒ 00:26:07.210 kim todaro: Ma’am.
253 00:26:08.640 ⇒ 00:26:09.669 Uttam Kumaran: Yeah, okay.
254 00:26:09.670 ⇒ 00:26:16.039 kim todaro: Sometimes Cody is like 2 people complain. They have to change it. And I’m like, no, we don’t have like. That’s not how it’s gonna work.
255 00:26:16.040 ⇒ 00:26:26.269 Uttam Kumaran: I think maybe once I mean, if I’m able to show the data and maybe be like we need this data, then I could think of a better question like it could be like, Are you a pull? Pro? Yes or no? Instead of.
256 00:26:26.520 ⇒ 00:26:26.990 kim todaro: Yeah.
257 00:26:26.990 ⇒ 00:26:32.230 Uttam Kumaran: Are you a pool owner or industry professional? So like I don’t know. Maybe it’s just making a little bit easier.
258 00:26:32.230 ⇒ 00:26:37.874 kim todaro: And honestly, he hasn’t complained about it in a while. This was like 2 years ago, and I just remember, like you know.
259 00:26:39.110 ⇒ 00:26:42.296 kim todaro: it, it ended up just working out leaving it
260 00:26:42.870 ⇒ 00:26:55.880 kim todaro: optional. Another thing is, I don’t know how how helpful this would be to you is I do send out a survey via survey monkey. It’s not super insightful. It’s actually a post purchase survey.
261 00:26:55.910 ⇒ 00:26:59.536 kim todaro: So the pool pro is actually pre checkout.
262 00:27:00.090 ⇒ 00:27:01.130 kim todaro: Yeah. But
263 00:27:01.250 ⇒ 00:27:07.555 kim todaro: but the I do have a survey via survey monkey. The results don’t change a lot.
264 00:27:08.160 ⇒ 00:27:09.080 kim todaro: but
265 00:27:09.300 ⇒ 00:27:09.959 kim todaro: I don’t know if.
266 00:27:09.960 ⇒ 00:27:11.580 Uttam Kumaran: What are some of the questions.
267 00:27:12.490 ⇒ 00:27:16.337 kim todaro: I’m gonna log in because I had. It’s been a while. Let me just log in real quick.
268 00:27:18.540 ⇒ 00:27:21.140 kim todaro: keep this hopefully. That’s my password.
269 00:27:21.720 ⇒ 00:27:28.709 Uttam Kumaran: Yeah, I mean, even, let me know, like how many I mean, if it’s a good amount of results. And there’s anything there, we can bring that in.
270 00:27:29.580 ⇒ 00:27:40.599 kim todaro: Yeah, so and we could also, like, you know, if you’re able to bring in, we could change some of the questions and make it more helpful. But off the bat? I know. We ask like
271 00:27:41.434 ⇒ 00:27:51.430 kim todaro: you know. Were you able to find everything you needed? Type thing, is there something here, you know? Is there something on our store that you were looking for, that you couldn’t find
272 00:27:51.898 ⇒ 00:27:53.489 kim todaro: that sort of thing.
273 00:27:54.840 ⇒ 00:27:55.450 Uttam Kumaran: So, okay.
274 00:27:55.450 ⇒ 00:27:58.280 kim todaro: I’m just logging in now. It might not.
275 00:27:59.640 ⇒ 00:28:02.759 kim todaro: even, you know, be that interesting to you?
276 00:28:03.033 ⇒ 00:28:06.459 kim todaro: I feel like it was something I did like 3 years ago, and.
277 00:28:08.000 ⇒ 00:28:15.940 Uttam Kumaran: I mean. But also, if again, if we if we have a process for post checkout surveys, then maybe that’s something we if we want to develop another question set.
278 00:28:16.120 ⇒ 00:28:17.090 Uttam Kumaran: We can.
279 00:28:17.380 ⇒ 00:28:17.839 Nicolas Sucari: Yeah, we can.
280 00:28:17.840 ⇒ 00:28:21.289 Uttam Kumaran: Do, because, again, knowing knowing some of this stuff is helpful, because
281 00:28:21.510 ⇒ 00:28:26.540 Uttam Kumaran: sometimes people are using their personal emails for their professional pool stuff. And it’s hard for us to distinguish
282 00:28:27.297 ⇒ 00:28:37.789 Uttam Kumaran: but I mean, I think we have probably what we need right now. Just keep in mind that if we need that. That’s there, I mean, if you’re looking at it, and it seems like there’s like stuff there that’s worth looking at.
283 00:28:37.900 ⇒ 00:28:41.530 Uttam Kumaran: Then you could just add me, I’ll I’ll go take a look. I don’t mind.
284 00:28:42.207 ⇒ 00:28:44.699 kim todaro: Do you want me to just add you directly to survey Monkey.
285 00:28:46.070 ⇒ 00:28:47.240 Uttam Kumaran: Yeah, that’s fine.
286 00:28:47.740 ⇒ 00:28:54.840 kim todaro: Yeah. And it also. We ask, are you a pool owner or pool? Pro? Most of the responses are on the pool owner?
287 00:28:56.570 ⇒ 00:28:58.180 kim todaro: and then, if you work
288 00:28:58.370 ⇒ 00:29:00.090 kim todaro: no, wait, hold on!
289 00:29:01.380 ⇒ 00:29:02.960 kim todaro: This might be something else.
290 00:29:03.010 ⇒ 00:29:09.039 kim todaro: I’ll send it to you. I’ll send you the login, and then I’ll just send you a definition of the different surveys that we have in here.
291 00:29:09.040 ⇒ 00:29:10.259 Uttam Kumaran: Okay. Okay.
292 00:29:12.590 ⇒ 00:29:13.460 Nicolas Sucari: Excellent.
293 00:29:15.070 ⇒ 00:29:22.679 Uttam Kumaran: And then I guess, Nico, the one thing I wanted to just talk briefly about is like, initially, Ben was, you know, he was like, okay, we wanna also try to look into
294 00:29:23.300 ⇒ 00:29:31.089 Uttam Kumaran: understanding. How do we lower marketing costs? But I think you know, overall, I think you’ve kind of brought the budgets down and stuff
295 00:29:31.270 ⇒ 00:29:36.509 Uttam Kumaran: is looking okay. So the big thing he like, let’s try to focus on some revenue expansion
296 00:29:36.630 ⇒ 00:29:41.699 Uttam Kumaran: things like looking at direct mail kind of this prover’s customer prover.
297 00:29:42.350 ⇒ 00:29:51.410 Uttam Kumaran: Is there anything else on the reporting side, even if it is around? Cost that you want us to look at like some of our original goals were like we wanted to look at Cac by channel.
298 00:29:51.430 ⇒ 00:29:59.969 Uttam Kumaran: It’s just kind of complicated. And if you guys have a good enough pulse on that. Then I don’t want to spend time. If there’s not much juice there, basically. But
299 00:30:00.898 ⇒ 00:30:06.209 Uttam Kumaran: you let me know, or something to think about, we’ll be chatting about every week.
300 00:30:07.400 ⇒ 00:30:11.619 kim todaro: Yeah, I’ll I’ll let me think about it. And I’ll let you know.
301 00:30:14.360 ⇒ 00:30:15.050 Uttam Kumaran: Okay.
302 00:30:18.110 ⇒ 00:30:18.780 Nicolas Sucari: Perfect. Now.
303 00:30:19.980 ⇒ 00:30:44.500 Nicolas Sucari: Okay, thank you very much, Kim. We’re gonna follow up with trying to see how to fix that dashboard. We’re gonna try to do that as sap. And then yeah, according to the direct mail stuff. I think we can like, understand a little bit how we can target those different areas and try to like work on a test so that we can share with Kim and see how we can like target
304 00:30:44.770 ⇒ 00:30:50.749 Nicolas Sucari: like 2 areas to different areas with different clients augmentation. And see how that response, right.
305 00:30:51.630 ⇒ 00:30:55.709 Uttam Kumaran: Yeah, let’s let’s set up a couple of issues around direct mail
306 00:30:55.940 ⇒ 00:30:59.399 Uttam Kumaran: and then get get yeah, some energy around that this week.
307 00:31:00.460 ⇒ 00:31:03.860 Nicolas Sucari: Great also. If we
308 00:31:03.960 ⇒ 00:31:09.090 Nicolas Sucari: have any idea on how to integrate that check out field into Clavio, also, we will.
309 00:31:09.130 ⇒ 00:31:10.900 Nicolas Sucari: And should that to you, Kim, okay.
310 00:31:11.730 ⇒ 00:31:12.550 kim todaro: Awesome.
311 00:31:13.450 ⇒ 00:31:22.269 Nicolas Sucari: Excellent, and any requests or anything, any ideas that you have, or anything that you would like to see further. Let us know through slack and we can work on it. Okay.
312 00:31:22.900 ⇒ 00:31:24.310 kim todaro: Sounds good thanks. Guys.
313 00:31:25.110 ⇒ 00:31:26.080 Nicolas Sucari: Thank you very much.
314 00:31:27.110 ⇒ 00:31:27.836 Uttam Kumaran: Thanks. Kim.
315 00:31:28.530 ⇒ 00:31:29.770 kim todaro: Thanks. Talk to you soon.
316 00:31:30.430 ⇒ 00:31:31.449 Uttam Kumaran: Talk soon bye.
317 00:31:31.450 ⇒ 00:31:32.030 kim todaro: Bye.