Search a title or topic

Over 20 million podcasts, powered by 

Player FM logo
Artwork

Content provided by DTC Newsletter and Podcast and DTC Newsletter. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by DTC Newsletter and Podcast and DTC Newsletter or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
Player FM - Podcast App
Go offline with the Player FM app!

Ep 547: Highland’s $10M Playbook: Lean Team, 2 SKUs, and Obsessing Over Unit Economics & CAC Payback

40:08
 
Share
 

Manage episode 509084176 series 2899866
Content provided by DTC Newsletter and Podcast and DTC Newsletter. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by DTC Newsletter and Podcast and DTC Newsletter or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Subscribe to DTC Newsletter - https://dtcnews.link/signup

On this episode, we speak with Boone & Ben, co‑founders of Highland Style Co., a clean‑ingredient men’s grooming brand that grew from kitchen‑experiments to eight figures in revenue. We dig into their growth journey: how they built performance products, retained customers, and scaled unit economics without losing the values that launched them.

What you’ll learn in this episode:

  • How to validate product performance early via professional channels (barbershops/salons) to build credibility.
  • The importance of embedding unit economics (margins, payback period, LTV/CAC) from day one to ensure scalable growth.
  • Three content pillars that moved the needle for Highland: founder storytelling, expert endorsements, and aspirational user content.
  • Real tactics for retention: packaging, post‑purchase experience, SMS/email flows, and repeat products.
  • Why staying lean in team & operations matters, and how to hire/contract strategically to keep agility.
  • How clean beauty standards (ingredients, packaging) can coexist with performance and profitability.

Timestamps

00:00 The origins of Highland and solving a personal problem

02:00 Early product development and validation with barbershops

07:00 Bootstrapping, fundraising, and focus on profitability

10:00 Building strong unit economics and targeting 80% margins

12:00 Meta ads and founder-led storytelling that drove growth

15:00 Evolving content strategy and leveraging industry experts

18:00 Scaling to eight figures with only two SKUs

21:00 Staying lean with a four-person team and efficient operations

25:00 Merging marketing with finance and building a payback workbook

28:00 Retention tactics and post-purchase experience

31:00 Expanding to Amazon and why it was a growth unlock

32:00 Scrappy press tactics and winning grooming awards

35:00 Building relationships with creators and affiliate partners

36:00 Future goals, brand vision, and plans for expansion

Hashtags

#DTCpodcast #HighlandHair #EcommerceGrowth #Bootstrapping #StartupStory #UnitEconomics #FounderJourney #ContentStrategy #RetentionMarketing #AmazonGrowth #HaircareBrand #DigitalMarketing #BrandBuilding #BusinessPodcast #ScalingBrands

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Advertise on DTC - https://dtcnews.link/advertise

Work with Pilothouse - https://dtcnews.link/pilothouse

Follow us on Instagram & Twitter - @dtcnewsletter

Watch this interview on YouTube - https://dtcnews.link/video

  continue reading

655 episodes

Artwork
iconShare
 
Manage episode 509084176 series 2899866
Content provided by DTC Newsletter and Podcast and DTC Newsletter. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by DTC Newsletter and Podcast and DTC Newsletter or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Subscribe to DTC Newsletter - https://dtcnews.link/signup

On this episode, we speak with Boone & Ben, co‑founders of Highland Style Co., a clean‑ingredient men’s grooming brand that grew from kitchen‑experiments to eight figures in revenue. We dig into their growth journey: how they built performance products, retained customers, and scaled unit economics without losing the values that launched them.

What you’ll learn in this episode:

  • How to validate product performance early via professional channels (barbershops/salons) to build credibility.
  • The importance of embedding unit economics (margins, payback period, LTV/CAC) from day one to ensure scalable growth.
  • Three content pillars that moved the needle for Highland: founder storytelling, expert endorsements, and aspirational user content.
  • Real tactics for retention: packaging, post‑purchase experience, SMS/email flows, and repeat products.
  • Why staying lean in team & operations matters, and how to hire/contract strategically to keep agility.
  • How clean beauty standards (ingredients, packaging) can coexist with performance and profitability.

Timestamps

00:00 The origins of Highland and solving a personal problem

02:00 Early product development and validation with barbershops

07:00 Bootstrapping, fundraising, and focus on profitability

10:00 Building strong unit economics and targeting 80% margins

12:00 Meta ads and founder-led storytelling that drove growth

15:00 Evolving content strategy and leveraging industry experts

18:00 Scaling to eight figures with only two SKUs

21:00 Staying lean with a four-person team and efficient operations

25:00 Merging marketing with finance and building a payback workbook

28:00 Retention tactics and post-purchase experience

31:00 Expanding to Amazon and why it was a growth unlock

32:00 Scrappy press tactics and winning grooming awards

35:00 Building relationships with creators and affiliate partners

36:00 Future goals, brand vision, and plans for expansion

Hashtags

#DTCpodcast #HighlandHair #EcommerceGrowth #Bootstrapping #StartupStory #UnitEconomics #FounderJourney #ContentStrategy #RetentionMarketing #AmazonGrowth #HaircareBrand #DigitalMarketing #BrandBuilding #BusinessPodcast #ScalingBrands

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Advertise on DTC - https://dtcnews.link/advertise

Work with Pilothouse - https://dtcnews.link/pilothouse

Follow us on Instagram & Twitter - @dtcnewsletter

Watch this interview on YouTube - https://dtcnews.link/video

  continue reading

655 episodes

All episodes

×
 
Loading …

Welcome to Player FM!

Player FM is scanning the web for high-quality podcasts for you to enjoy right now. It's the best podcast app and works on Android, iPhone, and the web. Signup to sync subscriptions across devices.

 

Copyright 2025 | Privacy Policy | Terms of Service | | Copyright
Listen to this show while you explore
Play