In February, I launched my first DTC brand.

I put my name, $, and reputation on the line.

It was an utter failure.

Here is the story and what I learned 👇🏽👇🏽👇🏽

1/ After ~10 years of running Ampush as CEO, I stepped into the chairman seat.

Ampush had helped countless brands build and scale customer acquisition including: Dollar Shave Club, Birchbox, Stitch Fix, and many others.

I had the obvious idea: why don’t I start a brand?

2/ I was eager to get back to “early days entrepreneurship.”

I spent 2020 both decompressing and anxiously thinking "what's next"

Investing? Another company? Something else?

I love the process of building businesses so I went for my dream: A venture studio.

But now what?

3/ After going in circles towards the end of 2020, the new year started.

I realized: I have to stop thinking.

I have to start DOING.

I’d build the venture studio from the ground up. So now, I needed an idea.

4/ I have seen so many brands grow from obscurity into huge success.

What I wanted to learn:

- How cheap/fast can I stand up a store
- What does it take to get a supplier?
- How do 3PLs work?
- Will my expertise in growth help me win?

I brainstormed ideas with my wife…