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004 - The Cycle of Business with Jeff Cayley
Manage episode 275528380 series 2813825
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00:46 – Kevin and Nick welcome to the show fellow business nerd, Jeff Cayley who speaks to his e-commerce bicycle retail business
07:36 – Jeff chronicles the decision to expand his business into outdoor apparel and the process of mastering economies of scale
14:14 – How fashion, trends and other brands impact the apparel market
18:47 – How Jeff leverages resonating content to enhance his apparel vertical
25:37 – Jeff speaks to how he plans on launching new products and the approach he takes to his company’s brand
29:00 – The decision to acquire the brand Kettle
36:37 – Jeff talks about the challenge of targeting and selling to women specifically
41:02 – Kevin and Nick thank Jeff for joining the show
EPISODE QUOTES
“I don’t wanna sell other people’s shit anymore. I wanna sell my own shit.” (13:10)
“That’s kinda how we succeeded in the bicycle-retail world. We looked at where is everyone doing these old school marketing tactics – poor branding, poor consumer engagement in general – and we went the other route. We engaged people differently. We made people laugh. We paid attention to a lot more details that a lot of other people didn’t pay attention to.” (16:04)
“Our team…we like to have fun, we like to travel, we like to meet new people, we like to get outside of our comfort zone, we like to adventure and try new shit.” (20:56)
“Our outlook on it is that, like we just talked about earlier, we’re not going to be this fashion-forward brand, we’re more so a lifestyle brand.” (26:33)
“It would be dumb of us to think that we can understand women’s apparel and sell to them when we’re just a bunch of dudes. And I think that a lot of apparel brands fail at that because they also are run by a bunch of white dudes and trying to sell apparel to women and just missing the mark.” (38:04)
“Listening to Yvon Chouinard, the Patagonia CEO, on I think it was How I Built This, it was like the stupidest shit ever. He just played it so cool like, ‘Oh yeah, I’m the CEO I just built the company and like the outdoors.’ No, no, no, there’s no fucking way on the planet you build a company that big without being an aggressive strategic capitalist. Like, spill the beans motherfucker. I was so pissed!” (42:17)
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