Welcome to the dtc deep dive. In this episode, we welcome Jack Rubin Co-CEO of Purdy & Figg, a  sustainable cleaning brand that Jack runs with his brother Charlie. We discuss what makes a good cleaning brand, running their own fulfilment centre and aggressively testing content to find a winner. On the launch of Purdy & Figg’s new website and experiencing a slight drop in conversion because of this. Jack describes his journey as typical of most entrepreneurs. He and his brother started Purdy & Figg as a way of working together. On being a family business. Jack attributes the brand’s success to the close-knit partnership with his brother, and how keeping work and family matters separate is important. Why eco-brands are doing well right now: People are realizing that common petro-chemical brands are causing health and environmental decline. Change is needed and customers know it. What makes a good eco cleaner? Having a good smell, being efficient and being environmentally friendly. On 10X’ing their monthly profits. Jack experimented until they found the product-market fit and used that data to scale the business. On Purdy & Figg’s factory and fulfilment centre, which they made in order to increase cash flow and control. However, this has made scaling more difficult. On the subscription model, and how it is a long-term method to scale your acquisition, and makes everything more predictable. In producing a huge amount of content, Jack’s strategy is mass influencer-seeding. Reach out to hundreds of influencers with free products in exchange for reels and content. They then create iterations of this content to expand the backlog. Join Triple Whale and use code 'DEEPDIVE10' at checkout for 10% off. Start your 14 free trial of Motion today Follow Fraser on Twitter Follow Jack on Twitter Work with Fraggell Follow us on Twitter Watch all the episodes on YouTube