Volume 1,

#77: Basics Of Brand Equity With Richard Greiner From Huckberry

December 15, 2013

Huckberry is a delicate blend of your favorite hardware store, grandpa’s  store, and favorite magazine all combined into one rockin’ website. Targeting the young professional that enjoys the outdoors, Huckberry is a subscription based e-commerce business that sells gear, apparel, men’s essentials, and holiday gifts. Tune in to hear how co-founder Richard Greiner bootstrapped the company and built a massive email list of mid-six figures in under three years.

Topics Discussed:

  • 02:00 – Background of Huckberry since 2010
  • 03:00 – Gauging potential traction for an idea
  • 04:30 – Why you always throw out your first pancake
  • 06:00 – Customer or Product, Chicken vs. Egg
  • 08:30 – Getting customers to opt-in the email list
  • 11:00 – Executing the pre-sale model that’s capital light
  • 13:00 – Viral coefficients and building momentum
  • 15:30 – Building the initial brand equity through content marketing
  • 18:30 – Focusing on mind-share rather than wallet share
  • 22:00 – Huckberry dollars and referral credits
  • 23:30 – How the discount / wholesale / online retail model works
  • 26:00 – Re-branding the wholesale products for the Huckberry experience
  • 30:00 – Challenges of moving the needle as you get bigger and bigger
  • 33:00 – Trying to find the silver bullet


Mentions in the Episode:


Episode Length: 35:18


Download Options:

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