Scaling a Business: Lessons from T. Hanley's Success with Kelley Thornton

Introduction [00:00:00] John Golden introduces the podcast episode and the guest, Kelley Thornton.

Kelley's business background and motivation [00:00:31] Kelley talks about his interest in helping men take care of themselves and his experience in global retail design, which led him to start T. Hanley.

Initial strategy and challenges [00:02:47] Kelley discusses the failure of the initial version of T. Hanley and the difficulty of getting noticed in a crowded market.

Partnership with Aaron Marino [00:04:42] Kelley talks about how partnering with YouTuber Aaron Marino helped T. Hanley gain a voice in the marketplace and attract customers.

Building on initial success [00:08:21] Kelley explains how T. Hanley built on its initial success by creating its own brand, becoming a subscription company, and building a pipeline of customers.

Building a Brand Ethos [00:08:46] Kelley discusses how T. Hanley's brand ethos of guiding men in healthy skincare routines helped create momentum and engage customers.

Pivoting for Sustainable Growth [00:09:52] Kelley talks about the unexpected challenge of pivoting away from what led to great growth in the beginning and finding ways to have sustainable growth over a long time with a bigger total addressable market.

Expanding Product Range [00:11:02] Kelley explains how T. Hanley used customer feedback to expand their product range beyond face care and into male grooming products like body wash, deodorants, and lip balms.

Navigating Supply Chain Challenges [00:12:09] Kelley discusses the challenges of navigating supply chains during COVID-19 and how having the right people with the right skillsets helped T. Hanley manage logistics and operations as they scaled.

Selecting Marketing Channels [00:15:10] Kelley talks about the challenge of selecting the right marketing channels and media to advertise and prospect through, and how T. Hanley managed this by hiring the right people to be channel leads in each channel they wanted to compete in.

Future Growth [00:16:42] Kelley shares his optimism for T. Hanley's future growth and discusses the significant unlock they are planning to make to propel their growth even further. He also gives advice to those starting out and discusses pitfalls to avoid.

Staying Focused [00:17:54] Kelley Thornton advises staying focused on the core mission of the company, prioritizing what's important, and not chasing too many shiny objects.

No Shortcuts [00:18:46] John Golden and Kelley Thornton discuss the shortcut culture and how it's not real. They emphasize the importance of hard work and perseverance.

Realistic Expectations [00:20:21] Kelley Thornton talks about the reality of starting a business and the need for people to be realistic about how hard it is.

Helping Men [00:21:34] Kelley Thornton talks about his mission to help men create healthy routines in their lives through T. Hanley, an e-commerce company.

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