Ryan Mckenzie on Battling Plastic With Laundry, Brand Storytelling, & Building An 8 Figure Subscription Box | Evolve 050
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Ryan Mckenzie is the co founder of Tru Earth which bootstrapped from 0 to 2.5 million in monthly revenue in only 17 months while waging a war against plastic. After a career of growing several premium subscription boxes to multi-million dollar businesses, this serial entrepreneur decided to create a subscription, zero-waste, environmentally friendly laundry strip that completely eliminates the need for heavy plastic detergent jugs. With roughly 85 thousand active subscribers in 45 different countries, they have collectively kept over 2-million plastic jugs out of landfills, donated well over 2-million loads of laundry to vulnerable families in Canada, the United States and Ghana, and skyrocketed to the second fastest growing startup in Canada this year.
But the success of 8 figure monthly run rates has not always been the norm. Starting in the 90’s this entrepreneur has seen the heights of success getting hundreds of thousands of subscribers, generating 6 & 7 figures a month in revenue, and the lows of losing it all, working out of an ice cold garage in the canadian winter, and rationing out discount ground beef for his family for the week. Despite the ups and downs, the lessons learned in his 20 year career helped him design a subscription model around this laundry Eco-Strip, initially aiming to sign on 150 customers, and landing him with an astonishing fifteen-hundred in the very first month!
This disruptive startup and innovative founder has been featured in dozens of media outlets and in his written content that has been read by more than 100 million readers. Additionally their viral sensation "Things You Should Never Mix with Water” has been viewed over 16 million times.
Find all the shownotes for this episode at https://www.evolvethe.world/ryan-mckenzie