YouSaid · the spoken record

Jeff Raider

lines on the record: 66
first: 2024-08-01
most recent: 2024-08-01
sittings or episodes: 1
sources: podcast

Every line below is reproduced as it was said and linked to the record it came from. Nothing here is summarised or generated. Directory · Search · Corrections

“Carrie Thompson, Sam Paulson, and Neva Grant. I'm Guy Ross, and you've been listening to the advice line on how I built this lab.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“But I mean, when you made a commitment to buy a million razors from these guys, did you have millions of dollars at that point to give to them? You for listening to the show this week. If you are working on a business and you'd like to be on the show, send us a one-minute message. Tell us about your business. Tell us about the issues or questions that you'd like help with. We'll do our best to help you. And please make sure to tell us how to reach you. You can send us a voice memo at hibt at ID.wondery.com or you can call 1-800-433-1298 and leave a message there. And don't forget to sign up for our free newsletter at guyroz.com. It's full of awesome advice from entrepreneurs like Jeff Rader and some of the other amazing people that I've interviewed on this show over the years. This episode was produced by Alex Chung with music composed by Rumtin Arablui. It was edited by John Isabella and her audio engineer was Neil Rauch. Our production team at How I Built This also includes Carla Estevez, Casey Herman, Chris Massini, Elaine Coates, JC Howard, Catherine Cypher.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, it's super cool. And by the way, if you guys haven't heard the Harry's episode, you have to go back and check it out. It is so good. You can find a link to it in the podcast description. Here is one of my favorite moments from that interview”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Totally. I couldn't agree more in how that kind of math works in any business is higher retention rates are on a customer, the more valued customers are to you. And then the more you can spend on acquisition to acquire them. At the end of the day, you can only spend to acquire a customer as much as those customers are worth to you. One thing, if Carly is listening, I would say, is like she should be very involved in the early retention efforts. Got on the phone with her Or she personally reached out and emailed them and said, Hey, thank you.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Awesome. You know, this question about customer retention, which we weren't able to kind of get into sort of too much depth, in part because I think acquisition is really, it's where she needs to put her focus on now. But I feel like a lot of brands learn this lesson late, which is they focus too much on customer acquisition at the expense of customer retention, right?”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“And so I think there's so much magic in learning about how people talk about your product and your brand and then turning that into the messaging that you can put out in advertising communications and on your site, et cetera. And I think where the world is shifting a little bit today versus where we started is maybe it's not a banner ad on Google or something. Maybe it's having the right things to say to someone who is a paid influencer on a social platform Who can go out and just talk, tell their own story about the product and the brand in a way that's interesting. And those places seem to be getting a lot of retray now.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“The other thing that we did earlier at Harry is when we started to advertise was we looked at all the things that our customers were saying about us and that press and other people in the world were saying about us. And we tried to find nuggets of things that were interesting that we could talk about in the world. When we launched, we were very fortunate GQ in the magazine of GQ at the time, wrote an article about us saying that your DOP kit just got handsomer and we created an ad that said handsomer. We like that word. We thought it was funny. We create an ad that's a handsomer, sharper, less expensive, and we put razors under each of those words, we put it out, and that was our highest performing ad in the company for our first couple of years.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Know what is it about them that's different from other people? How old are their kids? What is it about their kids that's different? And then you can go to people like that in the world and say, hey, you're going to be someone who loves this, which I think will then create even more virality because you're going to the people who you think love it.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“And then I love the idea that guy had around talking to mommy bloggers and other people, highly engaged people in the community. I think that that's a great audience for you. And as you start to get customers, I think what you'll try to start to figure out is like, who are your best customers? Who are the people who love this the most?”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, the through line in all these books is really taking care of each other and taking care of the earth. So I think there's something there for sure of like whether it's, you know, we do something on Earth Day or we do something, you know, along those lines, which could be really meaningful.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, Harry's, we give 1% of our sales to organizations that support men's mental health, which makes us feel great about what we do every day as a company. But I think the guys pointed, it also gives people another reason to talk about the brand and to tell others about it.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Can you include a charitable element, like for every subscription we send a percentage to make a WISH foundation or some other group that brightens kids' lives, something like that.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“sort of an apples to oranges comparison a little bit but not totally because if you can get it in the right hands of people certainly you know mommy bloggers I hate that term but it's still a term that that you hear right you got to get it in their hands for free the other thing I think could be really interesting and Jeff you could speak about this too because I know you guys a big part of your business is a social mission”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Yeah. You know, you mentioned that you worked for Manduka, and we had Peter Stereos, the founder on the show a couple years ago. But I remember that the way he got Manduka out there, right? Because there were a bunch of yoga mats available, was he got them in the hands of yoga instructors. And they could see that these were different, that the quality of the material was different than students would see the yoga teachers using these mats, and they would say, how can I get one? And that's really how they built it out. Now, obviously, you're not”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Really great advice. You know, and if you can reach a few hundred people to start and they tell a couple more people and then you can build this great loyal customer base and then it gets down to this retention point, which we talk about a little bit. But then how do you make each of those people have such an incredible experience that they want to go talk about it to others?”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“But I think what you get from that is you get to start to really understand how customers feel about your products and how they talk about your products. And then you can use that as kind of the core of any of your future marketing campaigns.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Graduated, it was like graduated rewards. So if you told five friends and they came back and they had like your link that you got free raiser handle and Up to, I think, a hundred friends, you got like shaving for a year, and it was this fun game they were created. I can't underestimate just the importance of doing that and building community. And then I'd imagine there's lots of other communities out there that you could tap into. Rather than spending a lot of money on marketing day one, think about what are the communities that you can tap into just to build awareness of this around groups of parents that you can just start to spend time with, who can get to know you, and you tell your story. That might mean you grow a little bit more slowly in the early days.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“When we started, we're like, we just want to tell all our friends about this. And then we're going to give them incentives to tell all their friends about this. And then their friends, we turned into a game.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, so I think in the early days, one of the thoughts I'd have for you is to start with your own network and your friends. They're the people who are going to be the biggest advocates for the brand because they know you and they know your story. And then figure out how to get them to tell their friends and their friends. When we started Harry's at this crazy idea to build this referral campaign, and I think a lot of other people have done similar things and maybe now it's many years later and a bit played out.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“So, Jeff, let's talk about customer acquisition, and then maybe we divide it into subscription retention into two. Where does Carly start?”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“And so your question, of course, is an important question and a good question for Jeff about customer acquisition and then subscription retention. You're hoping to launch this in August. You want people to subscribe to this so they can get a book every month and then leave a trinket. By the way, I have blamed the Tooth Fairy. On many occasions, when I have forgotten...”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Tell me what you were doing around the time you founded this, or what, I mean, I'm assuming you work on this full time now?”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Cool. All right. Well, a couple questions before we dive into your question. So, this is a subscription model. There's a book Parents read the books of the kids, but they also get some trinkets, and then when the kid goes to sleep at night. They put it under their pillow, like the tooth fairy.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Hello, welcome. Please introduce yourself and tell us where you're calling from, and just a little bit about your business.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Anyway, Jeff, we're gonna take another quick break, but when we come back, a children's book subscription with a delivery every full moon. Stay with us, I'm Guy Ros, and you're listening to the advice line right here on how I built this lab. Welcome back to the advice line on how I built this lab. Today I'm taking your calls with Jeff Rader, co-founder of Harry's. Jeff, let's bring in our next caller.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Because it's just you start with your labor. And then, I mean, I guess they have some fees, sort of the tracking system they're using, but it seems like it's probably off the shelf, relatively inexpensive product that they're working with”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, I completely agree. I think that's all amazing advice and things that bundle definitely needs to start working towards is having guides in place and just systems that we can follow and any new person can come on board and immediately take that and be successful at bundle.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Last thing I would invest in is really measuring its satisfaction. And so how can you systematically start to survey your customers, understand how they view your service and their experience, create some set of standards that you want to sort of live by and a set of metrics say, hey, listen, we have 97% customer satisfaction. If there's any building that we're less than 95, that's a red alert and we're going to go jump in. But that I think will enable you to sort of understand how you're doing on a consistent basis for your customers. And that measurement can be very helpful in terms of then coaching people on your team to make sure that they're delivering at that level and measuring their own performance. That could become part of their performance review for lack of a better term.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“And then I couldn't agree more with starting to write these things down just because as you scale, not everybody's going to get to know you, but they can read your words just as you've written them in a set of principles that you have”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“I agree. And then I think the other thing I might encourage you to do is before Hunter goes on his own, have him follow you for two weeks, do it together. Like take a lot of care and onboarding and then the next couple people that you hire have them go with Hunter for a while. That's going to mean you have to grow a little bit more slowly. But I think quality is so important to your business. And then I think if you give it enough time, what you'll start to see is that these edge cases will pop up. Someone will have a experience that's tricky and you won't know how to deal with it. And if someone can see you or a hunter work through that problem, I think that sets culture in a really, really, really important way.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“It's Hunter, okay. You know, he's got like a shaggy doo, and he looks like a cool guy. He's got his backwards hat on. He's got his bundle shirt on. So maybe you've got like a thing like, hey, you know, we want to be friendly. We want to look approachable. You know, this is how we talk to people. We smile. We ask people how their day is going. Like, you know, Trader Joe's Trader Joe's, man. Trader Joe sucks if you're an introvert because you have to talk about your whole life story with the purse of the register because they're so nice. And they're like, oh, you're getting making pizza tonight. And you're like, yeah, you know what I mean? But it's kind of amazing. It is kind of amazing that they've managed to do that. It doesn't matter what Trader Joe's I go to.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“I mean, I wonder whether there's value. And Travis, I imagine you are in over your head. You are just so busy all the time. Yeah. But I wonder if there's a world where you start, maybe you do one page a night or half a page a night, and you start to build like a Bible, right? Like a guidebook on what it means to be a bundle representative and make it granular. I'm looking at your website. I see a video of this dude. Maybe it's you. Is it you in the video?”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Not in the very, very early days. I think what we were doing was much more like what Travis is doing, which I applaud, which is to be the customer service rep yourself and to teach people what great looks like by having them work with you, engage with you, follow you, and then hire incredible people who can take that forward. Over time, we totally did. You know, we thought about CX experience across a number of dimensions and then started to measure customer satisfaction. But a couple of thoughts which I was, I think one, I love that you're the first delivery rep. I think that goes a long way and that you're setting that standard. I think to the first people that you hire at the company are going to be so pivotal setting the culture of the company. You know, when businesses get bigger, you can have values and behaviors that you really want people to live by. But in the early days, lots of it is like really tribal culture. You know, it's people looking to you in the other early employees for signals of how to act.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Jeff, I'm curious on this question of quality standards. Did you guys early on build sort of a brand Bible for what it means to represent Harry's?”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Absolutely, and definitely something that has helped bundle as well. But we now will accept delivery pause requests. So residents, we will hold on to their package for as long as they need if they get a box delivered and it's going out of town.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“And so you are, I mean, you're doing a lot of this yourself. And by the way, how are you, like, what is the value add aside from bringing the package to their door so they don't have to go to the mail room? Can they track their packages through you or anything like that?”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“So, if I'm being honest as a small business, we haven't really set those quality metrics yet. However, with me being the primary service provider, I believe what I would want it to look like is for the bundle employee to show up and know the majority of residents by their first name and be able to talk to them and set expectations with them. And then yes, completion of deliveries. So we have now delivered over 10,000 packages and we haven't had one go missing.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Sure, maybe one just clarifying question because I think the thing that Guy mentioned was super helpful around quality is how do you evaluate quality? Is it timeliness of service, completion rate, the personal relationship with the person? I guess how do you think about what a great service experience looks like?”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“All right, so you are trying to figure out how do you keep the high quality standards of your service when you've just onboarded another guy and it's your baby, it's your business, and you put a lot of care into it, and presumably you're delivering these packages, white glove with care. And so the question is how do you maintain the quality of the service? I think another way to ask this question is how do I delegate? And so Jeff, do you want to take a crack at this first?”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Cool. You know, Jeff, this reminds me a lot of 1-800 got junk. We had Brian Scudamore on the show years ago, and what was so beautiful and elegant about that business was their very low startup costs, right? It was just human labor. A truck, he would buy a truck for six seven hundred bucks. He'd haul people's crap away. After five or six of these jobs, he would have paid for the truck. And so it was really a smart business because he could scale it as he did more jobs. He could just hire more trucks and more people. And so it's a really interesting idea. I wonder Travis, how much does this cost people living in the building, which is our fee?”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“So they're willing to pay you a fee, which means that the people living in the building are willing to pay you an additional fee to handle that job.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Got it. Okay, a couple questions. I mean, aren't big buildings already doing that if they've got an association board or if you're paying monthly fees to live in the building? Don't they already have a staff that just gets all the packages into the mailroom and then just distributes them?”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“All right, we're going to get your question moment, but some questions about bundle. So basically you deliver packages at like apartment buildings or condo buildings.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Jeff, we're going to take a quick break. But when we come back, an upstart package delivery service that just brought on employee number two. Stay with us. I'm Guy Ross and you're listening to the advice line right here on how I built this lab. Welcome back to the advice line on how I built this lab. I'm Guy Raz, and my guest today is Jeff Rader, co-founder of Harry's. Jeff, let's take our next caller.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Even if she gives up half of the business, it's worth it because This is really a turning point, and if you find the right person who understands the opportunity here, I mean this is a, and ice cream is a pretty crowded space, but people said water was a crowded space, and look at liquid death, right? They understood that you can figure out how to position it in the right way. I mean, if people see this, I think there's an opportunity there.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Then eventually figuring out the partner will help you figure out how to scale it because the value proposition here is this is special because it's a premium product and You have to screen that from the rafters. Every time you see Ulees, you need to know that this isn't just another ice cream brand. It's like really special.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“I love it. I totally love it. And I'm just saying yes and you should totally do that. And someone who knows how to work with these retailers too to build scale and big programs and sell the right products and all that. There's a lot of know-how there that you could hire or bring onto your team as a co-founder or whatever the right title is. I think that would be hugely valuable.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“You've got this really cool brand. You make great ice cream, but you need, I think you need somebody who has some experience working at a bigger brand. Is that something that you would consider doing”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“Okay, so I think that I'm going to disagree with not disagree. I'm going to take a slightly different position to Jeff's because Jeff suggests maybe you look for some loans. And you could do that, but I think, because one of your questions is, how can I get another one of me willing to hustle like a maniac? And I think the answer to that question is find somebody and give them a part of your business. And the person you find, if you can find somebody who has experience working at an ice cream brand, a Jenny's or Ben and Jerry's or something. I don't know if you heard Art of Iceland a couple weeks ago. We had one of the co-founders of Kava, the Mediterranean Foods brand. And it was one store in Rockville, Maryland, you know, when the three original founders found their fourth co-founder. He came in and he saw this as a national chain. He saw this as something so much bigger.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT
“I mean, it's some really cool stuff in here. I don't see anything on the site that tells me that you pick the mint leaves for six hours and steep them in the milk. I want to know that. I want to see something. I know this is not exactly your question, but if there's a way that I can just see something right away on the landing page, like a little video of you steeping the things or just like a little, I don't know, infographic explaining like what makes your ice cream different because clearly this is next level ice cream. We're not talking about basket robins here.”
2024-08-01 · How I Built This with Guy Raz · Advice Line with Jeff Raider of Harry's · IDENTIFIED FROM THE TRANSCRIPT