87 - How This DTC Grew 500% in 2021 (Christopher Jane, Co-Founder and CEO at Proper Good)

When I say "no fridge needed and 90 second convenience" what comes to mind? Well soon, my friend, you will be seeing Proper Good everywhere.

I invited Christopher Jane, co-founder and CEO at Proper Good, to talk about his delicious company and what they're working on with their marketing efforts. Prior, Christopher was co-founder and CEO at Montana Mex (clean label seasonings, sauces and oils carried by Whole Foods, H-E-B, Albertsons and more).

Proper Good was founded in 2020, is based out of Austin (TX) and has raised Seed funding ($1.5M). Proper Good is 90-second tasty meals with clean ingredients delivered direct to your door. Check out their keto, vegan & low-calorie options. I tried 'em and they're tasty!

Here's what we hit on:

Proper Good was on Shark Tank! How'd it go? (HINT: got a lot of interest from just the viewership but also a lot happened AFTER the show aired);

How'd you come up with that name, what's the backstory;

2022 Marketing Plan - budget, channels, resources (HINT: reduced spend on Insta and FB, increased spend on sampling and top of funnel);

How's TikTok working out for you;

What types of content are you leaning into (HINT: simple and focused messaging, customer reviews and testimonials, and emotional messaging);

Who's your competition (HINT: competition really "lifts all boats");

We grew 400-500% in 2021 with the same base team, who's on the team;

What are your top marketing challenges;

What are the last 1-2 really good, creative marketing ideas you’ve come up with (HINT: it involves food donations and creating an enormous flywheel effect);

Some goals you want to accomplish (personal, professional) in 2022;

How new product innovation works at Proper Good (HINT: we have a private Slack channel for feedback and our Broccoli Cheddar has been revised 5X over 2 years!

You can reach Christopher on LinkedIn: https://www.linkedin.com/in/chrisofthejane/

Find out more about Proper Good: https://eatpropergood.com/

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You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com

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