It's 2021 and Eat Well Nashville just had another record-breaking week. Unfortunately, it was February, which meant winter weather decided to rear its ugly head. This led to icy, unsafe roads which meant we couldn't deliver our meals and had to refund $82,000 to our customers. Luckily, I had an idea! I reached out to a nonprofit and to a news agency. We ended up donating over 10,000 fully prepared meals to those in need and the news agency ran a story about our donations. I then obtained rights to our news segment video and used it as an ad campaign in Meta. Over a month period, that campaign alone was attributed to over $100,000 in revenue and a $11 CAC. We were able to ensure the food wasn't wasted and turned that good deed into a money-maker for the business.

When I first arrived at ModifyHealth, I realized that many of our ads were focused on the value props of the meals. I immediately started diving into customer research using surveys, reviews, and customer feedback to figure out what our customers wanted and the way that they spoke. This data helped me start designing new ads and landing pages that were more focused on emotions and storytelling that would resonate with our potential customers. It also helped me figure out how to speak to customers at different cycles of the buying journey. By the time I was finished, I was about to build out new ads and landing pages for top-of-funnel customers, middle-of-funnel customers, and bottom-of-funnel customers which led to increased conversion rates and lower CACs across all channels.

In 2020, I noticed an upward trend in environmentally friendly products. I decided to do some market research and noticed a gap in the bathroom industry. Many people still used regular toilet paper which led to 20,000 trees being cut down every day to fulfill this demand. I decided to start my brand with a hero product of bamboo toilet paper which is better for the environment because it was chemical-free and made with highly renewable bamboo. After building the brand, securing a supplier, and ordering the product, I launched the brand on Shopify and Amazon. Bampoo soon became one of the top-selling bamboo toilet paper brands on Amazon and was profitable within the first year. The business was acquired after only 2 years in 2022.