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Ep. 4 - KASSIA+SURF & Süga: Partnering to Create an Eco-Conscious Yoga Mat with Kassia Meador

Kassia Meador began surfing at 14, and by 17 she was a sponsored pro-longboarder, traveling the world and competing in surf events globally. Known for her graceful surf style, Kassia was crowned the “queen of noseriding” by the New York Times and, in 2011, ranked 2nd on the WSL women’s longboard tour.

In 2013, Kassia left sponsored surfing to build KASSIA+SURF, a brand focused on quality instead of quantity, for women by women.

KASSIA+SURF pushes the limits of women’s surf culture, lifestyle, and design, all while using eco-conscious production. Most recently, she’s partnered with Süga to create a yoga mat like no other: one created from recycled wetsuits.

Süga reengineered the yoga mat to feel better and perform better, while solving a pressing environmental problem – how to recycle non-biodegradable neoprene surfing wetsuits – leading to the creation of the world's first yoga mat made entirely out of recycled wetsuits.

Süga spent two years researching and developing a way to recycle wetsuits, while also improving the performance of the traditional yoga mat. Because these mats are manufactured from neoprene, they’re uniquely closed-cell foam, which means they don’t sponge up bacteria, sweat, dust, and dirt from yoga studio floors like other mats. Süga mats also maintain their grippiness, whether dry or wet.

When Kassia discovered Süga, she knew the yoga mats were a perfect way to recycle scraps of neoprene too small to recreate with; an opportunity to give unused neoprene another life. So KASSIA+SURF donated all of their unused scraps and partnered with Süga to create a wetsuit recycling program, which allows anyone to donate their used suits. In return, donors also receive a discount for new KASSIA+SURF products.

In This Conversation We Discuss:

  • [1:00] From athlete to brand owner
  • [5:20] Launching the KASSIA+SURF brand
  • [7:00] A typical wetsuit lifecycle Vs. one from KASSIA+SURF
  • [9:00] The parallels between being a pro surfer and an entrepreneur
  • [15:50] Using social media to tell the story of your brand
  • [22:15] Collaborating and partnering to build a brand

Resources:

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Transcript:

Kassia Meador
I think that there are no true failures. There's just more information and more lessons that help inform us in the future. I mean, if you made the right move out of the gate every time. A - I don't think that's possible and B - I don't think that's where you're in a space to really learn.

Annette Grant
Welcome to Honest eCommerce where we are dedicated to cutting through the BS and finding actionable advice for online store owners.

Chase Clymer
I'm your host Chase Clymer,

Annette Grant
and I'm your host, Annette Grant,

Chase Clymer
and we believe running an online business does not have to be complicated or a guessing game.

Annette Grant
If you're struggling to scaling your sales electric guy is here to help to apply to work with us visit electriceye.io/connect to learn more,

Chase Clymer
and let's get on with the show. On today's episode of Honest eCommerce, we talked to Kassia Meador of Kassiasurf about her journey as an eCommerce store owner.

Hey everybody, this is Chase and Annette Grant from Honest eCommerce here with our guest, Kassia Meador. She has an amazing story starting from a professional surfing background and then pivoting into entrepreneurship and starting her own brand. Welcome to the show.

Kassia Meador
Thank you so much for having me. Thank you all. I'm happy to be here.

Annette Grant
Yeah. We're excited to talk to you and let you tell your story to everyone.

Kassia Meador
Right on, me too. It's great to share and communicate. And I think it's awesome as an entrepreneur or somebody thinking and focusing in and around businesses to have an opportunity to listen to how other people have started working and you know, obviously having these platforms it's really an awesome time to start your own business.

Chase Clymer
Absolutely. I mean, I'm doing this for selfish reasons. I love the founder's story. I love talking and connecting with people that have that entrepreneurial spirit. I always feel myself getting distracted with a cool new idea all the time and I like it's fun to me, I really like this.

We really want to hear about you know, going from a professional athlete; a female professional athlete and then brand owner. So if you want to take us back a little ways to your career, and then now your new career if you could.

Kassia Meador
Sure. Yeah, I mean the ocean is something that spoke to me from an early age and I started surfing when I was 14 years old. And by gosh like 16-17 years old, I was sponsored by some of the bigger names in the professional surfing world and industry. And traveling the world living my dreams competing, filming amazing video parts and stuff like that. And I did so for like 13-14 years. I was a sponsored athlete and got to really just kind of travel and live my dreams. And as a lot of my time was spent visiting developing nations searching for amazing waves. I also really saw a lot of people in need. I saw a lot of like the waste from our first world consumerism and how it was really ravaging the waters and when the environment which I really was so, you know, fueled and inspired by and so grateful to be a part of the ocean, you know, I saw places like the Maldives when I first visited it back when I was like 16 they're like, more pristine and, you know, as I'm like, 28-29 I'm visiting these places and just, you know, cleaning up beaches for just hours and hours that are filled with trash. Pulling out bales of crude oil out of the water as is there's these spinner dolphins and just like really feeling Earth asking for some mercy from Us. And the way that we consume in the way that we create, and to be more conscious about that. So back in 2013, I chose to leave my life of professional surfing and start my own company. focused in and around solutions, and activations that would potentially and hopefully push the industry and push other people to think in more conscious ways. So in 2014, I spent that whole year kind of incubating my brand and in 2015 in the fall, we launched with our first line. And our first line of wetsuits was created in and around the idea of making things that actually were of higher quality and lasted longer. So that was a way that we were able to create the wetsuits and what I felt was a more harmonious way.

Chase Clymer
When you first launched was that strictly online or were you doing you know, direct to consumer via eCommerce or were you doing some wholesale to stores?

Kassia Meador
We did a little bit of wholesale to stores as kind of like a marketing thing in a place for people to go feel our product and feel the difference for themselves. So if It wasn't the focus of our brand. That said, we did spend, you know more time and energy getting it into some wholesale spots. But really, our focus was really towards driving traffic online. So yeah, we probably at that time did about 60% of our business online. And 40% was wholesale. But it was never really a wholesale model that we were after. Because I felt like that kind of went more towards bottom-line and tried to hit the bottom-line and deal with like, kind of wholesale margins. And that was part of the things that were I felt contributing to creating things in unconscious ways. Because then you're like competing with the bigger brands that had like bottom-lines, and then you're like, trying to make this superior product and like, Where's that kind of dance.

Annette Grant
Exactly. And you can get if it's direct to consumer, you can tell your story, one on one, and they can, they can feel that a lot faster than trying to learn it through a wholesaler, for sure.

Kassia Meador
Absolutely. And now I believe more like 80% of our business, even more than that is actually direct to consumers. So we kind of started at like a 60/40 split where 60% was online, and now it's more towards like 80 plus percent is online direct.

Chase Clymer
Great. And so that was your first launch, was it a collection? Or was it just one wetsuit? or How did you actually start the brand?

Kassia Meador
it was a whole collection, kind of put, you know, put all my cards like, you know, on black literally because it was like wetsuits. And we were just really focused on making a full collection that was going to last a lot longer and had something for everybody, whether they were surfing in Hawaii, or they were surfing up in the cold waters of Northern California or somewhere. Just really to create a full range that can be utilized completely and fully. And it was hard you know, we're more of like a boutique line at that time. And it was really hard to get things producing the way that we wanted to or how we wanted to with the, you know, the MOQs where we wanted them. So we had to produce a little bit more, but we really just made sure they were the highest quality. And our prices were a lot more than a lot of the brands out there so it was challenging in that aspect. But, you know, the more people used our product, they just could feel and notice the difference and our wetsuits would last so much longer. And we also weren't trying to stay within the model of companies coming out with a new line every season or even every year. If you make a good wet suit, it should last for a while. So it is about making like a really good line that would last for a while and give people a chance to really feel it. So yeah, that's kind of also where we were not just making more and more stuff to kind of satisfy a seasonal want to need from stores.

Chase Clymer
For those that are unaware. You know, those of us that have never surfed, myself included. What does like the typical wetsuit lifecycle look like and then what is your wetsuits lifecycle look like? What's the value proposition there? How much longer does it last?

Kassia Meador
Well, yeah, so, you know me when I was you know serving in my heyday surfing two or three times a day a wetsuit would last me about two months, well then start falling apart. Yeah, because you're also thinking it's not a fashion piece at all, it's actually a technical piece that you're wearing in saltwater. So it's something that you know, and all these brands are making them come out every season. So you know, you have two or three collections a year, sometimes a holiday collection on top of it, and they're literally built to break I would even have what somewhat suits that I wear like six times and they would start busting out, you know, and sometimes it's factory default, but they definitely were made out of like the cheapest materials, and just the quickest way that we're going to fall in our wetsuits last like, I mean, I have some of my first samples that are still rocking solid and keeping the worth. It's like three years later or four years later.

Annette Grant
That's awesome. Were you the technical designer? On the product or you have to hire someone?

Kassia Meador
Yeah. So I was like the technical designer and I was lucky to work with somebody that has been making tech packs for wetsuits and speaks the wetsuit what you know, world. So we have a great working relationship. And we work together on that on every which way, but I used to design wetsuits for the big company I work with, which was Roxy, I had my collection with them for eight seasons. So I was really aware also of like, how things were created, and also how they were falling apart. So it's like, I really learned what I didn't want to do from that. And then I took all those lessons and brought it into my brand.

Chase Clymer
Yeah, I mean, you saw an opportunity in the marketplace and capitalized on it. That's entrepreneurship 101 right there. That's amazing. So I kind of wants to ask a question now. What parallels, do you find between your - I hate referring to old life and new life but as you know, from being a professional surfer to now being a business owner and an entrepreneur, what parallels do you find in how you approach things?

Kassia Meador
I think with courage, you know, you meet the ocean and you meet business and that kind of vast expanses of the unknown, with courage. And with you know, that kind of where you follow your instinct and also perseverance, it's not easy. I was told no, so many times, you know, just like the ocean will sometimes choose whether it wants to let you out or not. If the waves are really big, and it's a challenging day, you have to have a lot of courage to get back out there. It's also really important to listen to your instincts like, "Hey, some days the ocean isn't for me. So what is my instinct telling me?" And like being guided by that and allow to be guided by that, so I think there's like a delicate balance between the two and also patience. I mean, you're sitting out there waiting for all the conditions to come together to give you an optimal opportunity to ride perfect waves just like with business, there is a little bit of patience that comes with that. And so I think those kind of lessons I learned from the ocean, and I learned from water, which is just such a powerful element, you know, taught me a lot about entrepreneurship and believing in myself, taking patience and you know following my instinct and being courageous also being persistent. Definitely, persistence is huge to have as an entrepreneur especially when you're working with yourself. And you don't really have partners and stuff like that to bounce ideas off of so that's where intuition really guide you. And also the willingness to fall, the willingness to what some people call fails. I think that there are no true failures. There's just more information and more lessons that help inform us in the future. I mean, if you made the right move out of the gate every time A - I don't think that's possible and B - I don't think that's where you're in a space to really learn in the full capacity. So I mean, I made a lot of what were called mistakes and or failures, and they were just different lessons that really helped to inform me in my decision-making process now. So yeah, I'm grateful for all those times and all those lessons and it's hard. It's not easy starting your own company. And at the same time, it's very liberating. It's like surfing, it is really not easy to learn. It takes a lifetime, you never really learned you're constantly learning, which I feel like is being an entrepreneur and this really exciting in a way.

Chase Clymer
That's amazing. Alright, so going back to some of those failures, and you know, I like to call them failing forward, at least you made a decision, right? And at least you're trying something and putting yourself out there. Do you have any, you know, times of growth opportunities we can call them that you could share with the audience of things that you know, helped you grow as a business But when it happened it you know, it might have been a failure or an opportunity to grow.

Kassia Meador
Absolutely, there's a couple really huge ones that stand out to me. And I think one of them is that I wanted to come out with one of every piece and have a full collection right out of the gate. And I think I invested all my capital into that and all the capital I had that I invested into that. Looking back in hindsight, I wish that I would have done three pieces really well. And then start to grow from there. But I wanted to come out like strong and solid right out of the gate. And that was where like a little bit of my stubbornness and not knowing, you know? I wish I would have done that differently because it would have allowed me a little bit more space to grow organically and not be so stressed. So that's something for sure.

Chase Clymer
Yeah, doing one thing extremely well is the best advice I have for anyone in any business. It doesn't matter what you're doing. You just do that one thing really well, and you'll see results.

Kassia Meador
Absolutely 100%. That was definitely the number one for sure Chase and Annette like that was so profound to learn. And you know, having looked back,

Chase Clymer
But you were in fashion. And so fashion is always about collections. They're really big on that like you're not doing it unless you're doing a full collection. So you probably felt that pressure from that side. But you're potentially competing against so I understand that. And then you were, let's talk about that a more. Were you the sole, you're the sole investor of the company? Do you have talk us through that? Because that's always an interesting part. I think for everybody they want to know, like, how are things funded? If you can speak to us about that?

Kassia Meador
Yeah, I pretty much just had my life savings that I saved up through my surfing time and I just put it all into my company. And that's where like, I think it would have been smarter for me looking back, putting a little like less into a tighter selection rather than trying to make one of everything and compete with like the bigger fashion houses, you know, and it was gnarly because I literally put everything I had, like, you know, like I work with that gambling term again, like put it all on black, because I believed in it, and I still believe in it. That said, I could have been more, and I am now more conscious about how I spend money and what I spend it on. Okay, we're, you know, pausing in different ways and it's gnarly. I didn't take partners at the start when people wanted to work with me, because I really, we weren't aligned with our intentions. And I really did not leave working with a big company to dilute my intentions. And I also think that I was really trying to define who we were as a brand through that. So I'm grateful I didn't take that money and now I'm at a place to kind of like, be more like we're solid and who we are. And then also I think the world necessarily wasn't as ready for us at that time, when we first launched a few years ago, people didn't care as much how things were created. Were in the last like two years, people have really started to care a lot more about how things were created, and really put more of a value on that and accepted that. We're coming out of the surf world, everything was like fast fashion based and really created for people you know that use culture to just buy more and more and more at a cheap price.

So now things are adjusting. And it's a different kind of time and space. But, you know, that was definitely hard to say, "No to investment money" when it came up a couple times, but also just again, like keeping that kind of like intuitive knowing this and believing in myself through it all and believing in the project.

Annette Grant
And so how important is is social media and telling that story for your brand?

Kassia Meador
Oh, it's everything. Social media is really everything because it's free marketing, and you're able to reach so many people across the world at a push of a button. And for an eCommerce brand to be successful, I think we're getting like right now, like 90% of our referrals through social media. And that's awesome to understand and know that data you know?

Annette Grant
Is that Instagram or what's the best platform for you right now?

Kassia Meador
Instagram is the best platform for us in working, you know, with our online, you know, and then obviously, we work with Shopify. So that's really awesome because it gives us that data, and information, which is fantastic to help us track these things. We are also using MailChimp to send out direct customer emails and a lot of the collaborations that we do with the different brands and the giveaways have really helped us grow our email list. And we don't bombard people with emails all the time. It's really we're speaking about things that we believe in at rad times and giving people discounts or collaborations and all that kind of stuff. So we try to keep those emails to a minimum and when people get in their inbox like have them be very impactful.

Annette Grant
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Now as a certified Shopify nerd, I have to ask the question, were you on Shopify from the get go? Did you try something else before that?

Kassia Meador
We were on Shopify from the get-go, Oh, you lucky. Yeah, we got really lucky. And that was where our backend three PO our warehouse and management service and that way really helped guide us and in the right way they you know, told us the pros and cons of like the different platforms and it was just really no question to us like Shopify was the way to go from the start.

Chase Clymer
So those two things that you just touched on like Shopify and your third party logistics company, was that just you learning out of the gate, those are very mature business decisions that sometimes people take a really long time to understand; to outsource that stuff and what the superior of like the Shopify be the superior platform and bringing in you know, a shipping expert also, was that something that you researched a lot or was that you know, someone consult with you on that those are amazing ways to start the brand. So, who helped with that?

Kassia Meador
Yeah, that was like a little bit of intuition, you know? I knew that to start a company without partners, we would need like, I couldn't spend my time running to the post office. So we needed somebody, A - we also needed a warehouse and fulfillment center, you know to handle all that stuff for us to really be able to do it on a shoestring budget with very little physical help. That was the only way that we're going to do it correctly. And I happen to know a gentleman who has a fulfillment center called freemystore, and real name. Yeah, totally. He's super awesome. And really, you know, he came from working just like I came from working with bigger brands, he came from working with bigger fulfillment centers, and he saw where they weren't doing things in the right way or the most efficient way and how the whole state of the market was changing. And within that, it was something that kind of like he started his own thing. So I really identified with him in that way. And he was just a wealth of knowledge. So it was him that really, you know, push me towards working with Shopify. And it was just easy. I mean, just him calling out the few things that were supportive and made it super easy. And then also me doing a little bit of research based on what he called out, it was just really a no brainer. And working with Shopify, and it was also a no brainer and working with him, because he was seeing the holes that needed to be filled through direct experience and learning and adaptation, which I felt like was aligned with what we wanted to work within starting our brand. So we were just like, aligned with intentions and it just made all the sense in the world to work with him. And, and it's not only because I think like also starting your own business, like those companies take a big portion. It's like kind of somewhere in between, like direct that money in your pocket and also wholesale. It's somewhere in between that. So to be able to know that you're giving that percentage away, but what are you gaining from it, you're getting time and experience and those things are invaluable, especially when you're an entrepreneur. In the first few years of starting your business.

Chase Clymer
I hope everyone listening, if they're trying to get started that those two components that you just talked about are really key because it frees up like you said, you're not trying to rush to the post office at the end of the day, you know, you can actually focus on the things that are important and differentiate your brands that have just, you know, busy in yourself and hustling and grinding until you can't, you know, take care of your customers and that third party logistics they're there. That's what they do all day every day is make sure that they're fulfilling the orders, you know, for that customer for that end user.

Kassia Meador
Absolutely, and at the end of the day, we're just starting to gain customers. So the last thing we want to do is ship something late or not have a good return policy. Luckily, we've, in the few years we've been in business we've had I think like no returns and a couple of factors like really just like slim returns and we haven't had to use the customer service much but even with our like, you know wetsuit recycling program and sending people out shipping labels and like pulling in their wetsuits and sending them back, like discount codes, like all those little things take so much time. So it's really invaluable, you know, to have that backend fulfillment and that's where it's like, you know, I feel like if you're looking at bottom-line, like if I had an investor at that point, they would have told me and the ones that were trying to come in we're trying to tell me like get rid of the backend fulfillment like you don't need these guys were taking so much a percentage but it's like, these guys are invaluable to have the business grow and an integral way and have our customers want to come back because they're getting their items shipped within a day or two. You know, it's like they have we have great customer service. You know, if anybody needs to exchange something for a size we have great communication on all fronts and that is what also you know, obviously having a superior product and that people love to wear and works great and looks great. And then also having good customer service. Those are the things that really make your brand.

Chase Clymer
Absolutely and like you don't need to be spending your time actually you shouldn't be running a warehouse you're actually you know, creating a brand so that's where you're able to see past those initial first margins, you know, that a lot of people get sucked into, of why would I pay someone else to do that? But if you're going to grow the brand, you need to have those partners in place.

Yeah, I always say focus on what you're innately good at. You are amazing at building these sustainable wetsuits. You know, I think that other people that are good at running warehouses run the warehouse for you, you know, the time and knowledge that is going to be spent trying to learn a skill that you know, you're not innately good at is wasted time and energy when you should be focusing on a superior product.

Kassia Meador
Absolutely, and yeah, it's like, takes long enough to do like a dedicated Instagram post, you know, and if you're trying to keep your creative juices flowing, handling all the tactical matters takes away from that for sure. And then 2 it's like, you know, it's It's about co-creation. I really love working with people, because then they bring their value. He brought his knowledge and steered me in the right direction and working with Shopify and, you know, and also other things that he learned from working with the brands. So that kind of information is invaluable. And I think teamwork and invaluable. It's like I always equated it to kind of like, I can only go so far paddling a canoe, but if we're all in a sailboat, and everybody has the things like you pointed out that you're good at, then we're able to like, go everywhere as possible. So I think that's the thing I'd rather be in community and working together towards a bigger goal than just kind of like going as far as I can in a little canoe up a river.

Annette Grant
Yeah. And I think you also, you know, you've said just multiple times throughout the interview, talked about collaboration, whether it's collaborating with other brands or collaborating with other companies. I mean, that's the type of thing that there's enough for everybody out there and that collaborative part, that's where you don't get siloed. In like sitting in your office all by yourself every day that's that helps to keep your creativity flowing also, I believe. So that's the thing we're not being like that lone genius out there, you know, trying to build a brand on your own. It's extremely wise. But I think I want to let our listeners know also, I think something from a brand that's predominantly online, you're doing something experiential, that helps people to understand and touch and feel the brand. So do you want to talk about the retreats that you're also offering that are also collaborating with your brand?

Kassia Meador
Yeah, absolutely. I would love to talk about that. Yeah, we've done a couple collections now. And we have a couple of wonderful collaborations that have come out that I'm super excited about and more in the pipeline. And right now we're just really focusing on connecting with our customers and connecting with the people out there. You know, because yeah, we have dedicated followers, we have all these people checking out our are, you know, online store and stuff like that, but like, how do we have and create real tactical experiences for people with people, and really connect. And that's where, you know, this year we're focusing on kind of chilling out production-wise, and getting back out there with the people. And we're focusing on these four retreats this year. And they're going to be all elemently based, we're doing one in Costa Rica with these people at Tribewire that's going to be like the fire element. I'm doing another one inside will lita that's a smaller, smaller retreat with like only 15 guests. And that's actually like the beginning of January, that's going to be super awesome that I'm really looking forward to. And it's just bringing together people in and around surfing, yoga, healthy lifestyle rituals, and I also work with sound on the holographic sound practitioner and it's something I've been doing for seven years now. So it's like an opportunity for me to bring together all the modalities and practices that I've work with every day in my life. To the community of, you know, fellow mermaids and sea creatures that love the ocean that are fans of the brand and a place where we can share together, learn together, grow together. And then also, you know, give people just new skills and rituals that they can take back and infuse and enrich their everyday lives. So I'm really excited about that. The first one is going to be January, the beginning of January, then late February, early March, we're doing Costa Rica, and people can find out more about those retreats on our Instagram and stuff like that. And we also if they sign up for our newsletters, we send out the newsletters for our brand through that. I'm just excited. It's going to be so fun connecting with people. I love connecting with people and connecting with people in the water.

Annette Grant
Will you be there at every retreat? Is that the goal?

Kassia Meador
I'll be actually leading the sound bass and we're going to be partnering with different yoga masters to be teaching the yoga. While I'll also be teaching personally some light like meditation and breathwork exercises. And then also each retreat is going to have different unique little pieces attributed to it. And we're going to be doing beach cleanup. So giving people opportunities like every place we go, we want to leave more beautiful than we found it. So we'll be doing little beach cleanups every day that just feels really good and that's something people can take home with them and do in and around their beaches and waterways. I'm also on the board for like Surfrider Foundation and 5gyres and all these ocean conservation, you know, projects or an organization so it's basically like me hanging out with people and bringing like the things and practices in my everyday life to them. That are like what keep me creative, keep me flowing, keep me moving and keep my body mind and spirit light and agile and available for anything that comes our way in the water and out of the water.

Chase Clymer
And so that's a key component to just you're running your business. But if you didn't have you know Shopify platform or your 3PL you wouldn't be able to go on these retreats and you know continue to spread the brand that way and enjoy part of you know what makes it great to be an entrepreneur and be able to to go out with your customer and be there one on one with them.

Kassia Meador
Oh yeah, no that's like invaluable just being able to spend that dedicated time and having the support of these backend systems to keep everything functioning while I'm gone is huge. And then also my assistant, Rachel she handles our wholesale orders and stuff like that and if it wasn't for her, it's just me and her and I only have her two days a week but we're really able to handle a lot together and focus our energies so you know those couple of pieces really help it all continue to move forward in such a cool way.

Annette Grant
It's probably a good time for us to wrap up but let's talk about besides the retreat. Is there anything that's huge on your goal list for 2019 for the brand.

Kassia Meador
I mean 2019 for the brand, the biggest thing for us is just reconnecting with our customers. You know, and we have, like I said, a lot of really cool larger collaboration coming out, Spring Summer '19 and another one in the works for Spring Summer '20. So I'm really excited about that. So that's kind of where our focus lies right now, is just taking a moment to pause and in that pause, connecting and keeping everything moving in the highest five-way.

Chase Clymer
And if you want to, can you let our listeners know the best place to keep up with your brand?

Kassia Meador
Definitely follow us on Instagram, kassiasurf.com or if you want to check out our website, sign up for our mailing list. We definitely will not bombard you will just give you a one up on all the cool stuff we have going on or any sales and promotion and that's www.kassiasurf.com - KASSIASURF.com please follow and support us because without you the customers, we can only do so much. So yeah, thank you, everybody, for listening and for any, you know, fellow entrepreneurs out there, there's no one way to do anything right. And now I think we live in a time where everything is possible. And there are so many supportive tools to help you live your dreams and put them out into the world. So just believe in yourself, don't be scared to fail. And, you know, help co-create like a new reality for everybody. I think that's what it's about. So I'm just grateful for podcasts like this that are out there and helping to support people. So thank you for all you're doing.

Chase Clymer
Oh, thank you. Thank you for huge inspiration. We're like, you kind of like nailed this in the very first run.

Yeah, this is given to me. I'm excited for all the episodes to come. I feel like this for the first episode ever. This is the best one yet.

Chase and I probably want to put on our list of things to do like get to one of your retreats.

Kassia Meador
Yeah, yeah, we'll have so much fun. The one that we're doing in Costa Rica in at Tribewire is going to be awesome. We're going to have sweat lodges, surfing, yoga, horseback ride, it's going to be so cool. So if you guys want to come on, I'll send you over the link because you're buying me other entrepreneurs and people in that space too, but it's gonna be a lot of fun.

Annette Grant
Awesome. Thank you so much. This was just made my whole afternoon honestly, it was great.

Kassia Meador
Thank you all so much and yeah, I look forward to hearing the podcast spreading the awareness and hearing from more entrepreneurs as you all continue to grow this.

Annette Grant
Yeah and we'll keep you in the loop on everything to when everything's you know, done and ready to launch so it'll be fun.

Awesome.

Chase Clymer
That is it now this end part is going to get chopped off the recording.

Kassia Meador
Cool. Yeah. What to say.

Chase Clymer
Now you can use cuss words all you want.

Annette Grant
Yeah, you were like wow. That's all I have to say. I'm really inspired now. That was good stuff.

Kassia Meador
Awesome. Thank you much for taking the time and I'm super stoked and definitely going to get all the I know, I didn't prepare these before I just got back late last night. But like, you know, we already went through some of that, but I met you over the headshot and the bio and all that

Chase Clymer
Yep. Awesome. Well, yeah, reach out if you need anything from us at all, because we were always happy to help people with anything they need via Shopify. So that's let us know if you ever need anything.

Kassia Meador
Cool. Thank you so much. We're just about ready actually, we're going to set up adroll for the first time ever. Do you guys think that's a good thing to work with?

Chase Clymer
What's your goal? That's the real question.

Kassia Meador
You know, to get more people online and you know, purchasing product and coming back and stuff like that for more and maybe reaching new customers. Well we don't have access to?

Chase Clymer
So what was specifically about Adroll that's stood out to you?

Kassia Meador
A friend of ours had his own business was talking about Adroll. And, you know, he was like, oh, we've definitely seen the most return on that. And so that's something that's super good and supportive. So he was kind of like leading us in that direction and then we're like, okay, so hearing about those positive things and we haven't done that kind of stuff with like online marketing, so I felt like it was potentially a good way to get into that during the holiday season. Because we're getting into kind of like, you know, Black Friday sales and stuff like that. We're like, well, maybe just doing like an adroll during this time and running it through the holidays and Christmas would be something that could be supportive.

Chase Clymer
Yeah, I'm like not, i'm not against Adroll by any means. I just think that there are like it's kind of like an all-inclusive thing. It's, I don't know I guess I'll just be completely honest. I like Facebook and Instagram ads a lot better. And you can get the same results and usually a higher return on ad spend. Yeah, adroll just tries to like oversimplify things. So it really appeals to like the entrepreneur. You know, I mean, like to where you don't there's not as much of the learning curve there. But I mean, I'm just on your site now and I don't see the facebook pixel installed. And then I know you have a mailing list like you could kick it. You could knock it out of the park, which is like a simple retargeting campaign for your, for your Black Friday, Cyber Monday sales there.

Kassia Meador
Oh, cool. You think just like with Facebook stuff? Yeah, that's something that we have. And I'm not like great at and my assistant works with more of the Facebook but you think by just kind of targeting Facebook ads and stuff like that, that would be kind of helpful.

Chase Clymer
Well, yeah, doing it the right way. So you've got your email list right already. So you can, most of those are people's personal emails, which is awesome. So you can drop those into Facebook as a custom audience. And you can serve them up ads and since they're already subscribers, they're familiar with your brand, your return on ad spend is going to be pretty high there. I would say don't try to get new customers during this sales period right now, it's like Black Friday Cyber Monday. Just don't even try that Christmas. That's fine. But it's going to all the there is going to be a billion-dollar spent on Facebook in the next three weeks.

Annette Grant
Well, which is true? Yeah. The other thing too within MailChimp. Do you have like your flow set up in there? Or do you just do campaigns?

Kassia Meador
We just do campaigns.

Annette Grant
Okay. I would get some flow set up as far as like, you know, welcome when people first purchase or if Chase can she do flows as far as like if someone hasn't purchased in like 90 days, is that possible?

Chase Clymer
I don't know about the automation that they have in MailChimp. I know they've made them a lot better recently. We're a big fan of another email marketing platform called Klaviyo it's the same thing but it comes like it was built for eCommerce out of the box where MailChimp was kind of built for everybody. I didn't really have a unique value proposition at the end of the day. But you can like set up about a dozen customize flows and those work really well.

Annette Grant
Like I Kassia, I have one of the businesses that I run it's physical like it's it's a gym physical fitness like it's a weightlifting gym. And interestingly enough like I started setting up flows of just like "Welcome: once somebody purchased or a thank you flow or even a return like a customer that hasn't purchased for a long time. And I'm already seeing like, they're not crazy returns but it's money that I'm making. I mean, I had to sit down and create the emails one time, but you know, they're running behind the scenes constantly right now and all like check on it weekly. I'm like, Oh, I made $200 on that fit that thank you flow. I made $400 on my welcome flow I made you know, X amount of dollars on that person hasn't shopped for me for a while but they're just at the end. This is new, like I just started it maybe like 90 days ago. So that's one of that automation where like it's just running in the background. Reminding your customer Hey, we're here, thank you, you know, just getting back in their inbox, not on that normal campaign, you know, status. So it's really nice. So I would have, I don't know, if your assistant is the one that's in charge of your email campaigns that I would have her check out, you know, getting some automated flows set up, you know, with your current customer base the same with the Facebook pixel for sure. Like I would get that in. Especially, you're going to see some peak sales during holiday.

Chase Clymer
The only thing that I would say is like unfortunate is that you don't have the pixel in there now. So you're not collecting information. Even if you're not using it, you just get it in there and collect that information because you can create retargeting audiences based upon people interacting with your website. And if you take it a step further, and you tie it together with like your product feed from Shopify, which gets a little more nerdy but you can like dynamic retargeting so you can show people the exact product that they were looking at

Kassia Meador
That's awesome that's crazy so retargeting and so basically the pixel for Facebook actually goes into our website. So that's what's up. Okay, cool. I'm going to hit up our web guy because our backend people run our website and that's where like that tech stuff I don't get so I'm going to hit him up about adding that facebook pixel in and it's cool to hear because I was just about to like do the adroll stuff for the first time but I think I'm going to focus on exactly what you guys are saying and like, you know, checking out Klaviyo but also like looking at those retargeting things from MailChimp.

Chase Clymer
We can't thank our guests enough for coming on the show and sharing the truth. Links and more will be available in the show notes. If you found any actionable advice in this podcast that you'd like to apply to your business, please reach out at electriceye.io/Connect.

Annette Grant
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