1:05:59From $0 to $100 Million In 3 Years Selling Cold Plunges (#527)
From My First Million · Published Jul 4, 2024 · Watch on YouTube
TL;DR
Plunge, a cold plunge company, grew from $270K revenue in 2020 to over $100M in 2023 (projected) bootstrapped with zero outside funding, achieving a monthly ad spend of ~$860K with 7.1x ROAS (10.7x on Facebook).
Key insights
- Plunge gave away over 1,000 units to influencers (e.g., Aubrey Marcus, Andrew Huberman) via a “plunge tour” to build credibility before having other customers.
- Plunge bought the domain Plunge.com from a New Orleans jazz band for $250K.
- Their ad ROAS has been consistently between 7x and 10x; Facebook CAC is $387 for a $5,000 product.
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