Learn from Fast Growing 7-8 Figure Online Retailers and eCommerce Experts

EPISODE 175 55 mins

The Mechanics of a Successful Subscription eCommerce Business – PetPlate

Posted on 14th February 2019 ,
by Kunle Campbell

About the guests

Gertrude Allen

Kunle Campbell

Gertrude Allen has two decades of experience growing consumer-facing businesses in the US and Europe. She is CEO of Pet Plate, an early-stage direct-to-consumer brand in the fast-growing human-grade pet food category that has scaled rapidly since it launched in 2017. She is also a shareholder in BrandProject, an early-stage consumer venture fund that was the first institutional investor in Pet Plate, and is an investor in other food-related businesses.

On this episode, you are going to learn about the mechanics of a successful subscription commerce business from a CEO of a fast-growth digital native consumer brand in the super-niche human-grade pet food category that is doing multiple-7 figures in just 2 years of business!

PetPlate makes it easy for pet parents to nourish their pets with love by delivering freshly-cooked meals made from wholesome ingredients that do not contain any by-products, rendered meats or preservatives.

The meals are designed by a veterinary nutritionist for optimal nutritional balance, cooked by our talented chefs, and are pre-portioned and ready to serve.

The company have been in business for 2 years and is currently pulling multiple 7-figures. It offers a convenient subscription service that automatically ships meals directly to the consumer on a regular basis.

– – –


3:40 Gertrude Allen intro
13:10 How big is the market of PetPlate?
20:02 What is your target customer acquisition/customer lifetime value
25:51 What channels do you use to get clients?
39:00 What would you want to see in it to say the business is scalable
42:00 What kind of retention rate should we look at?
48:32 Pipeline to get awareness

Lightning Round of Questions

How do you hire people?


What are your 3 indispensable tools for managing your business?

Zendesk, Excel,  Asana

What has been your ‘best’ mistake to date?  i.e. a set-back that has given you the biggest feedback

Choosing the wrong co-manufacturer

What one piece of advice can you give e-tailers keen on getting into subscription ecommerce?

Supply Chain, Fulfilment Centres

If you could choose a single book or resource that has made the highest impact on how you view building a business and growth which would it be?

Tipping point


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About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

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