The Short Path to Profitable, 7x Revenue Growth for the SpinDr

If you want your daughter to pitch at the collegiate level, then she needs a SpinDr.

Founded, developed, and patented by USA Softball pitcher Jamie Southern, SpinDr is a brand and training tool dedicated to helping pitchers control their spin and control the game.

About the Brand:

Founded in 2021, the SpinDr had been around for around 2 years when we were introduced to their team by a mutual friend.

They had been through the struggles of finding an audience for their novel product that provides immediate visual feedback and feels like a real ball.

And though they were smaller at the time than most brands that we work with, we partnered with them for a few reasons: 

• Unique Product - When a product is truly unique and differentiable, we lean in. The SpinDr feels like a real ball and gives true feedback rather than working like a hockey puck like most other spinning tools on the market.
• Credible Founder - Jamie is a college coach and a Team USA Softball pitcher, so when it comes to having credibility in the softball space, she is the cream of the crop.
• Raving Fans - the product reviews were few and far between, but the feedback was raving. They had broken through the friends and family barrier, and customers saw that this product was a game changer. Check out a few of these reviews from their customers.

The Road Map:

When we evaluated working with SpinDr, we felt like we could make an impact in all 3 strategic e-commerce areas of: 

• Traffic
• Conversion Rate
• Average Order Value

We felt that there were paid & organic channel opportunities to drive traffic growth, and website experience optimizations to drive both conversion rate and average order value up. Whenever there are opportunities to improve all three of these levers, there is opportunitiy for exponential growth.

Specifically, our first 90 day road map involved the following strategic priorities: 

• Increase average order value by combining multiple sized ball into a single product and increase two-ball orders
• Get the right creative in front of the right people through social ads
• Growing the email list through a compelling email capture
• Improve overall conversion rate by simplifying the website experience and answering customer questions
• Develop new media that prioritized the target customer

The Execution:

We'll walk through each of these strategic initiatives in more detail below.

Increase average order value by combining multiple sized ball into a single product and increase two-ball orders

SpinDr offers both a 7oz and a 10oz ball. The 7oz is the weight of a real softball, and the 10oz is weighted to help you train.

Initially, these were separate product pages. While it was only a site with a few products and seemed simple enough to navigate between them, we saw this as a barrier to allowing the customer to purchase multiple balls seamlessly.

We combined these into a single product page and as a result, we've seen average order value increase by 65% over last year.

Get the right creative in front of the right people through social ads

The SpinDr already had great content. Jamie was producing high-quality educational and short-form video content on a regular basis.

We knew that if we could get these creatives in front of the right people, there was a high probability of a quick purchase.

We launched a Meta campaign that combined an interest stack, lookalike, and retargeting audience, and a relatively low budget. We included a mix of testimonial, demonstration, value add, and call to action ads. Here a few highlights: 

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We saw immediate results at nearly 2x our breakeven target and began to scale. We were were able to profitably scale our budget to 5x what we started at within 60 days, and are still scaling today.

Grow the email list through a compelling email capture

While the SpinDr team has consistently sent out newsletters for the better part of the year, their email list hadn't grown significantly.

As we drove new traffic, we set up a simple welcome discount email capture to grow their list to continue to provide promotional & educational content to.

In our first 60 days, we doubled their email list to add another asset to their marketing stack.

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Improve overall conversion rate by simplifying the website experience and answering customer questions

When we first evaluated the website, there was a combination of pop-ups and widgets that distracted from the buying experience: 

• Customer service widget
• Ambassador pop-up
• "Just purchased" confidence widget

We removed these widgets to simplify the experience and prioritize driving to the add to cart button.

Additionally, we heard from the team that the most common question was, "which ball should I get?" 

Rather than waiting for a customer to ask, we added a simple section to answer this question on the product page.

Since then, we've seen conversion rate double over the previous year, even as traffic has nearly doubled.

Develop new media that prioritized the target customer

As previously mentioned, the SpinDr was creating great short-form, educational content on a consistent basis, but there was a lack of content showing the target customer using the product. We quickly executed a photoshoot with some high school softball pitchers to evolve the imagery & brand look and feel. 

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The Results:

In our first 90-days together, we're now on pace to 7x Spin Dr's 2022 revenue.

Summary:

We're ecstatic about the early results of SpinDr, but even more excited for the future ahead. They have the potential to be a dominant player in the softball market, and we're grateful to be partnered with them.

If you have a business that you feel is ready to scale, and particularly if you have a differentiable product, a credible founder, and raving fans, please reach out to discuss working together.

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