Hardware Podcasts

160: Growing Your Hardware Product Through Paid Ads

Product Startup · 26 Jan 2023 · 25m

What this episode covers

Daniel Bischoff, former Head of Growth at Purple Mattress and co-founder of StoicYeti, explains how he scaled Purple from zero to over $200 million in sales by leveraging direct-to-consumer paid advertising. He details the strategy of using a proven market model (Casper) but differentiating through superior technology (the grid cushion) and low-cost, high-impact video ads, including the viral 'Goldilocks' campaign. Bischoff emphasizes the importance of testing multiple hooks, validating via Kickstarter, and using user-generated content to build trust and drive sales for hardware startups.

Most relevant to

early-stage companies and companies scaling up

Topics

Mentioned

Companies
StoicYeti, Dr. Shoals, Homer Brothers, Sleepopolis, Your Super, Mako Design + Invent
Products
Purple Mattress, Casper, Squatty Potty

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