{"id":9518,"date":"2023-09-18T21:53:54","date_gmt":"2023-09-18T21:53:54","guid":{"rendered":"https:\/\/saplogics.com\/news\/?p=9518"},"modified":"2023-09-20T23:00:39","modified_gmt":"2023-09-20T23:00:39","slug":"a-100k-e-commerce-brand-went-bankrupt-because-of-an-agency-and-bad-decision-making-from-the-ceo","status":"publish","type":"post","link":"https:\/\/saplogics.com\/news\/a-100k-e-commerce-brand-went-bankrupt-because-of-an-agency-and-bad-decision-making-from-the-ceo\/","title":{"rendered":"A $100k+ E-Commerce brand went bankrupt because of an agency and bad decision-making from the CEO"},"content":{"rendered":"<div class=\"wpb-content-wrapper\" id=\"wpb-content-root\"><p>[vc_row][vc_column]\t\t<div id=\"wd-650b698f9b65e\" class=\"wd-text-block wd-wpb reset-last-child wd-rs-650b698f9b65e text-left \">\n\t\t\t<p>Yesterday we were on a call with a potential client that we were having talks with for the past 5 months and they announced they shut down all the operations.<\/p>\n<p>The main reason was making bad decisions and an agency just spending money and not acquiring new customers which put the final nail in the coffin.<\/p>\n<p>When we first started to talk with them in April, they were making $110k a month with really bad profit margins generating small profits.<\/p>\n<p>They just got new results promising agency and were stoked to grow.<\/p>\n<p>Since we were in the talks they gave us Tripple whale and Facebook ads access to just once in a while monitor on how they are doing.<\/p>\n<p>And right off the bat, we saw multiple red flags.<\/p>\n<p>Their NC CPA went up from $80 to $130 and revenue from returning customers went from 40% to 60%<\/p>\n<p>We sent them a report of what is going to happen if they will not attack this situation right away.<\/p>\n<p>This agency was really hard on spending an advertising budget of $50k a month with NC CPA around $280 which was higher than the customer LTV in the first 90 days.<\/p>\n<p>They also told that this was their amazing strategy, getting in a new audience and then creating retargeting campaigns to recapture the audience a few weeks later.<\/p>\n<p>They didn&#8217;t even test new advertising angles, new video creatives, they didn&#8217;t advertise any offers that acquire customers.<\/p>\n<p>This is was they were doing.<\/p>\n<ul>\n<li>Multiple campaigns<\/li>\n<li>One LLA stacked with lookalike audiences<\/li>\n<li>One interest ABO audience &#8211; this campaign was the money spender, each audience got an $80 EUR budget.<\/li>\n<li>They had only one video running in the ad account, this video was the breadwinner in the ad account 10 months ago.<\/li>\n<li>They had one retargeting campaign where they were advertising FLASH SALES to capture a new audience.<\/li>\n<\/ul>\n<p>We saw this and notified these things to the CEO and they decided to talk with the agency to fix things and also let us know that they were in a contract with them until July.<\/p>\n<p>We were kind of shocked by the CEO not firing the agency on the spot and letting things play out so we stepped away.<\/p>\n<p>Then came last week were saw an article published by the CEO announcing that they are closing the company down.<\/p>\n<p>So we reached out to discuss what happened and turns out the company had 80% of its revenue from new customers and 20% of the revenue came from the new customers, so the company investors saw this trajectory and just turned the lights off for the whole business.<\/p>\n<p>The person at fault was the CEO because of bad decision making and the agency that they hired was just the final nail on the coffin.<\/p>\n<p>Here are my takeaways from this story.<\/p>\n<ol>\n<li>Make decisions fast and fire an agency fast if this feels off in the first two weeks of them getting started.<\/li>\n<li>Follow your numbers ( What is the cost to acquire new a customer on a weekly basis, follow new customer vs returning customer revenue on a weekly basis)<\/li>\n<li>Don&#8217;t run 20%, 30%, or 40% sale campaigns or Flash sale campaigns in hopes to acquire new customers.<\/li>\n<li>Create and test offers that help you acquire customers until you find the winning offer. ( This is not that hard )<\/li>\n<li>Simplify your advertising account structure so you can spend 90% of creating amazing ads rather than wasting hours on account optimization. ( FB ad account daily optimization should not take longer than 10-20 minutes )<\/li>\n<\/ol>\n<p>Sorry for being all over the place on this post.<\/p>\n<p>Thanks for reading.<\/p>\n\t\t<\/div>\n\t\t[\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][\/vc_column][\/vc_row]<\/p>\n","protected":false},"author":1,"featured_media":9521,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[72],"tags":[],"class_list":["post-9518","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A $100k+ E-Commerce brand went bankrupt because of an agency and bad decision-making from the CEO - Saplogics News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/saplogics.com\/news\/a-100k-e-commerce-brand-went-bankrupt-because-of-an-agency-and-bad-decision-making-from-the-ceo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A $100k+ E-Commerce brand went bankrupt because of an agency and bad decision-making from the CEO - 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