Add To Cart. Australia's ecommerce podcast.

Rob Ward's blunt test for product-market fit:

If people love your product at $0 but walk at $59, you never had fit. You had politeness.

Now he's left Quad Lock and put everything into a free D2C playbook.

Free interest tells you nothing. People are generous when it costs them nothing.

Real fit shows up at the price.

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"Profit is way more important than revenue. It's what lets you be here next week."

Norm on bootstrapping: when it's your own money, profit is survival.

He started collecting good data years ago, knowing the payoff was 5 years out.

Best time to plant a tree was 20 years ago. Second best is now.

Revenue gets celebrated. Profit keeps you in the game.

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Justin Bausch's best ads call out his own industry.

The message: art is overpriced because sellers can charge whatever they want. Nobody knows what art should cost.

Then the alternative: good quality, actually affordable.

And he names it, rent's expensive, groceries are expensive, art doesn't have to pile on.

Say what your customer's already thinking. That's what makes an ad land.

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If you're smart enough and brave enough to make your own product, you're always going to run the risk of being copied. The branding, the packaging, the ingredients, the exact shade of the colourway, all of it can be reverse-engineered by someone with strong factory connections and a lack of IP regard. What can't be copied is why your customers chose you in the first place.

In this Playbook, we look at how to make your brand impossible to copy, anchored by Elysia Krstevski, founder of Meke Baby, whose milk warmer brand got copied down to the website copy and ad creative. Instead of pouring energy into an exhausting legal fight, she borrowed a jet and a Lamborghini and made a cinematic brand campaign a faceless copycat could never replicate. We break down how to decide what you're actually defending (it's usually not the product), why you should compete on being wanted rather than being first, and how to build the parts of your brand a copy can't fake. Featuring lessons from Kelly Walker at Klipsta, Dani Pearce at Merry People, and Davie Fogarty at The Oodie.

Brands and tools mentioned: Meke Baby, Klipsta, Merry People, The Oodie, Kmart

This episode is brought to you with thanks to our partners:
🛍️ Shopify → https://www.shopify.com/au
📧 Klaviyo → https://www.klaviyo.com/au/

Connect with us on LinkedIn:
👤 Elysia Krstevski → https://au.linkedin.com/in/elysia-krstevski-b41485b7
👤 Nathan Bush → https://au.linkedin.com/in/nathbush
👤 Rosa Willis → https://www.linkedin.com/in/rosa-clara-willis-23761066/

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📩 Sign up for the free Add To Cart newsletter → https://newsletter.addtocart.com.au/subscribe
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