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Ep\xa0168\xa0Scott Hutchison, a serial entrepreneur who helped build an e-commerce jewelry brand to 15 million in sales in just three years. \xa0Listen as Nathan and Scott talk about the pros and cons of e-commerce and Ashley Bridget\u2019s immense growth.\xa0

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3 Key Points:

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1. If you\u2019re thinking about advertising through Instagram, keep in mind that accounts that list an email address in or below their bio are likely willing to do business.
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2. Ashley Bridget ran an immensely successful advertising campaign in which they gave away free bracelets \u2013 the average cart value during the campaign was 25$ from other products being purchased alongside the bracelets and the business got about 25K new customers.
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3. One of e-commerce\u2019s advantages is not needing many employees. Ashley Bridget later sought professionals to enhance their business and increase the quality of their product.
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Time Stamped Show Notes:

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• 01:00 \u2013 Nathan\u2019s introduction to today\u2019s show
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• 01:24 \u2013 Scott joins the show.
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• 01:41 \u2013 Scott Hutchison helped build Ashley Bridget which sells women\u2019s jewelry almost exclusively on the website.
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• 03:45 \u2013 In 2013, Ashley Bridget made 1.5 million in revenue, 4.5 million in 2014, and 8.2 million in 2015.
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• 04:37 \u2013 To generate its first sales, the business advertised on Instagram. Accounts that list an email address below their bio are likely willing to do business.
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• 05:16 \u2013 The business had a successful campaign starting out giving out free bracelets that got very popular. The shipping fee covered the cost of making the bracelet and so they broke even on the campaign.
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• 05:58 \u2013 They got about 25K customers in 1.5 months just from the free bracelet promotion.
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• 06:43 \u2013 When customers got the bracelet for free, they usually added other things to their cart.
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• 06:59 \u2013 Ashley Bridget advertises with a combination of Google AdWords, Pinterest, Instagram and Facebook.
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• 07:09 \u2013 The company\u2019s started focusing on retention instead of advertising by increasing product quality.
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• 07:54 \u2013 20% of 2015\u2019s revenue went into advertising (roughly 160K.)
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• 08:45 \u2013 Initially the business relished e-commerce because it didn\u2019t require a lot of employees, but now that they\u2019ve expanded they\u2019re focusing on hiring professionals.
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• 09:23 \u2013 Scott talks about why the referral system is successful for his business.
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10:43 \u2013 The business averages about 25K orders per month.

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• 11:14 \u2013 In 2014, the business bought a warehouse, but it was difficult to manage.
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• 12:36 \u2013 The business is lucky to have an experienced senior advisor who affords them a good network of Venture capital investors.
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• 13:43 \u2013 The name Ashley Bridget came from what the founders thought would be an \u2018ideal girl.\u2019
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• 17:16 \u2013 Famous Five
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Resources Mentioned:

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• Edgar \u2013 Nathan uses Edgar instead of other scheduling tools\xa0for twitter because Edgar cycles through content over and over (buffer/others you have to re-input content over and over \u2013 time consuming). In the last several months, Edgar has driven Nathan over 3728 clicks that he didn\u2019t have to work or pay for. Here isNathan\u2019s Edgar Content Calendar:\xa0
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• Ashley Bridget \u2013 Scott\u2019s business
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• LinkedIn \u2013 Scott\u2019s LinkedIn
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• Gary Vaynerchuk \u2013 CEO Scott follows
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• Evernote \u2013 Tool Scott uses
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• The 4-Hour Workweek \u2013 Scott\u2019s favorite business book
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\xa0Famous 5

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• Favorite Book?\u2014 The 4-Hour Workweek by Tim Ferris
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• What CEO do you follow?\u2014 Gary Vaynerchuk
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• What is your favorite online tool?\u2014 Evernote
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• Do you get 8 hours of sleep?\u2014 Yes
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• If you could let your 20 year old self know one thing, what would it be?\u2014To keep doing what he\u2019s doing and to enjoy himself while doing it.
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Oprah gets 60 minutes or more to make her guests comfortable to then ask tough questions. Nathan does it all in less than 15 minutes in this daily podcast that's like an audio version of Pat Flynn's monthly income report. Join the Top Tribe at http://NathanLatka.com/TheTop