The Farmer's Dog: A Consumer Subscription Case Study

Chris Best, Hamish McKenzie, and Jairaj Sethi started Substack in 2017, but their history dates back years before. Chris co-founded the anonymous posting app Kik during his third year at the University of Waterloo (2010). He spent the better part of eight years at the company where he met his soon-to-be co-founders. When Chris left Kik in early 201

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Brandless’ proposition of good products at a great price works if they a sustainable cost. Being an eCommerce company, the CAC is a variable that grows with sales. At $3 per product and a CAC that grows along with the volume of sales, the model looks very different and inferior to ALDI’s. For the whole of 2019, as Brandless’ traffic was unravelling... See more