Hand-delivering orders with personalized touches and content creation drove Midday Squares to $1M revenue in 4 months without paid advertising

28:04fashion, my brother-in-law was like a gym buff going around colleges, and I had typically been in software my whole career prior to that. So, so to see us with like hairetss doing stuff was like, "Okay, >> so you use content, you use story to get to get it going." >> Yeah. >> Tell us about the ramp. So, you start off year one, what'd you do? >> This is where the magic happened. Okay.

28:22So when we turned on the Jets in September, so September 2018, we sold our product on our website for0 50s and there was two reasons. Okay, so you could buy one square for 50 cents and the idea was uh it was all a content play. So we didn't want to actually make money, but we didn't want freebie people. So you had to get your credit card out, actually do a transaction, and

28:46we handd delivered everything for 5 months. So it was all in Montreal. >> He's an animal. So we did. >> By the way, Nick's the only one who's not based in San Francisco doing this thing. He flew in for this, too. This guy is the ultimate hustler. >> Yeah. Ben messaged me. He's like, "You happen are you do you any chance you're going to be in San Francisco Monday?"

29:03I'm like, "Yeah, of course." He's [laughter] like He's like, "Here it is." I'm like, "Okay, perfect. I'm flying on Sunday. It's the only way, man. You got to make opportunity." Uh, so yeah. So we're we're we're getting in the car. We do deliveries for like five months. Here's where the magic happened on content. We would wake up in the morning every morning. And this I took I think I

29:20took do things that don't scale and we just went way too far with it. [laughter] So in the morning all of our orders would be ready and we would literally go on people's Instagram. So if you had a dog named Chuck, we'd be like, "Shout out Chuck." And we would wear these crazy outfits and we took Polaroids of ourselves. Okay. Just meatthead >> Yeah. Complete like customer. And we

29:41would take a Polaroid picture and we would show up to their house and and this always happened. Okay. Okay. So, we would show up to the house and be like, "Wait, why are you doing the delivery?" And then we would do and so you would get to hang with the customer. We would get more content out of it. So, we'd be filming the whole experience. >> Oh my god.

29:55>> Then we would leave them the photo. Then they would post the We got to a million dollars in like four months. Like it was like boom. >> Dude, that's sick. That is amazing. [laughter] That is such a great story. >> Okay, so the number, tell us the numbers. So >> So okay, so year one, I want to say a million four. Then year two, let's call

30:10it three million. Then we did a big jump to like seven uh 14 22 30 40 and now this year we're on track for about 60. >> And you guys you guys got into Costco? >> We like we we we launched Costco Canada National. Costco US is launching September 1st. >> How did you get into Costco? Not easy to do. Everyone wants to get into retail. >> This is a crazy story, too. Yeah,