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EPISODE 228 53 mins

From DTC Crowdfunding to VC Funding in 12 months – Sheets and Giggles

Posted on 6th February 2020 ,
by Kunle Campbell

About the guests

Colin McIntosh

Kunle Campbell

Colin McIntosh is the founder and CEO of Sheets and Giggles, a digital native brand in the $12 billion bedding space.
Colin started Sheets and Giggles by raising $284,000 with a crowdfunding campaign on Indiegogo and has since attracted $2M in VC funding. 

In this episode, Kunle chats with Colin McIntosh, the founder, and CEO of Sheets and Giggles, a digital native brand in the $12 billion bedding space. Tune in as he tells the unique story of the ideation process, prototyping, how to launch a successful crowdfunding campaign and why he made the decision to get VC funding so early in the life of his brand.

Watch the Interview


Covered Topics:

  • Starting S and G
  • Using Crowdfunding
  • The Research Phase
  • How Business Is in the Last 18 Months
  • Pitching and Getting Funded
  • Retention Strategy

Sheets and Giggles’ Indiegogo Video

Podcast Show Notes:

  • 01:52 – Easily Grow Your Business With A Powerful Marketing Automation Platform! Check out Klaviyo
  • 03:31 – Today’s Guest: Colin McIntosh of Sheets and Giggles
  • 05:23 – S and G’s Branding
  • 06:18 – How Colin started S and G
    • How a tech company failure led to Sheets and Giggles
    • Why Colin picked beddings
  • 12:49 – Choosing a mass-market product
  • 13:50 – Get the easiest way to backup your Shopify or BigCommerce store and undo unwanted changes with Rewind.io… Mention you heard about them at 2x eCommerce Podcast and get a ONE MONTH FREE TRIAL
  • 15:47 – Check out S and G’s crowdfunding video here
    • People should take crowdfunding seriously
    • The original goal — raise $100,000
    • 11,000 emails were gathered 8 weeks before launch
  • 24:19 – How to approach trolls
  • 25:56 – Why Colin chose Indiegogo for CF
    • Geared towards purchasing and shopping experience
  • 29:14 – The researches for starting S and G
  • 36:58 – 3,000 units sold on Indiegogo
  • 38:56 – Production is based in India
  • 40:31 – Business in the last 18 months
    • September 2019 = 11x
    • September 2018 = New hires and a growing team
    • Consistent reviews across all channels and platforms
  • 43:20 – Deciding to take investments for S and G
    • Colin shares his pitch
  • 48:19 – Colin shares their retention strategy
    • Not much emails
    • Strategic discounts
  • 53:18 – Join the 2xEcommerce Facebook Group


Topic Takeaways:

  • People should stop goofing around crowdfunding and take it seriously because it does work.
  • Always back your presentations with data and proof.
  • Personality and brand voice are things that attract customers.

Tweetable Quotes:

“For me, it’s all about preparation. Work backward on your goal.”

Facebook Group • Continue the Conversation

The eCommerce GrowthAccelerator Mastermind Facebook Group has just launched.
It is a community…

✔️ for founders and experts passionately involved in eCommerce
✔️ for the truly ambitious wanting to make an impact in the markets they serve
✔️ for those willing and open to help and share with other members

Here is where to apply to join the Facebook group



This episode is brought to you by:


This episode is brought to you by Klaviyo – a growth marketing platform that powers over 25,000 online businesses.
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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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