# ICYMI... HIBT Lab! The Sorry Girls: Kelsey MacDermaid and Becky Wright

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2022-12-29
- Length: 44m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2022-12-29-icymi-hibt-lab-the-sorry-girls-kelsey-macdermaid-and-becky-wright

## Summary

Kelsey MacDermaid and Becky Wright, co-founders of the media company behind the YouTube channel The Sorry Girls, discuss their journey from film students to running a sustainable business with over 2 million subscribers. They explain how they pivoted from DIY crafts to home decor by leveraging audience feedback and brand partnerships, while maintaining strict ethical standards regarding sustainability and overconsumption. The founders detail the economic realities of creator content, noting that ad revenue is insufficient to support their growing team, necessitating a diverse revenue model including sponsorships, licensing, and affiliate links.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-12-29-icymi-hibt-lab-the-sorry-girls-kelsey-macdermaid-and-becky-wright#t=0) Introduction: The Sorry Girls and DIY Origins
- [2:53](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-12-29-icymi-hibt-lab-the-sorry-girls-kelsey-macdermaid-and-becky-wright#t=173) From Highlighter Costumes to Black Swan Tutorials
- [12:10](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-12-29-icymi-hibt-lab-the-sorry-girls-kelsey-macdermaid-and-becky-wright#t=730) Transitioning from Film School to Full-Time Content Creation
- [23:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-12-29-icymi-hibt-lab-the-sorry-girls-kelsey-macdermaid-and-becky-wright#t=1399) Building a Sustainable Business Model Beyond Ad Revenue
- [26:49](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-12-29-icymi-hibt-lab-the-sorry-girls-kelsey-macdermaid-and-becky-wright#t=1609) Ethical Brand Partnerships and Sustainability Values
- [32:20](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-12-29-icymi-hibt-lab-the-sorry-girls-kelsey-macdermaid-and-becky-wright#t=1940) Future Growth, Decoupling from Personal Brand, and Industry Trends

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Creator business](https://hardwarepodcasts.com/topic/creator-business)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)

## Most relevant to

companies scaling up

## Mentioned

- The Sorry Girls (product)
- U.S. Bank (company)
- HGTV (company)
- CBC (company)
- YouTube (company)

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## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/how-i-built-this/2022-12-29-icymi-hibt-lab-the-sorry-girls-kelsey-macdermaid-and-becky-wright. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to How I Built This.