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SaaS Interviews with CEOs, Startups, Founders

What if you knew data behind the fastest growing SaaS companies today? Each morning join Nathan Latka as he spends 15 minutes interviewing SaaS founders. You'll learn how SaaS CEO's launched their startup and grew it into a business. SaaS Founders range from bootstrapped to funded, MVP to 10,000 customers, pre revenue to pre IPO.
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Now displaying: Page 1
Mar 19, 2017

Enrico Casati. He is the co-founder and CEO Velasca, a company that specializes in handcrafted shoes. Enrico is based in Milan, Italy.

Famous Five:

  • Favorite Book? – The 4-Hour Workweek
  • What CEO do you follow? –  Elon Musk
  • Favorite online tool? — Adabra
  • Do you get 8 hours of sleep?— Yes
  • If you could let your 20-year old self, know one thing, what would it be? – “Know your audience before doing anything business related”

 

Time Stamped Show Notes:

  • 01:43 – Nathan introduces Enrico to the show
  • 02:03 – Velasca is an online brand focused on hand-crafted shoes
  • 02:26 – Velasca was self-funded and had a VC round
    • 02:39 – Velasca had raised €750K
    • 03:01 – It was an equity round
  • 03:18 – Enrico’s dad was an entrepreneur but not a shoe maker
  • 03:31 – Enrico shares how the idea of Velasca started
  • 03:51 – It was 4 years ago when Enrico started Velasca
  • 04:34 – Enrico shares about one of their products
    • 04:52 – The source of the raw materials
  • 05:30 – The cost to make the Artista shoes
    • 05:52 – 2.4 markup
  • 06:47 – Net margin
    • 06:52 – Depends on the marketing budget you want to spend
    • 06:59 – High growth pace
    • 07:32 – “We invest so much on marketing”
  • 08:10 – Velasca has spent €20K on marketing in January 2017
  • 08:38 – Enrico had the first idea of Velasca in the summer of 2012
    • 08:52 – The first collection on their website was launched in May 2013
    • 09:25 – The first year was about the testing
    • 09:34 – Since September 2014, Velasca has grown in people
  • 09:43 – Current team size is 10
  • 09:54 – Around 15K customers have bought from Velasca
  • 10:17 – Average check out value
  • 10:50 – Customer repurchase rate
  • 11:52 – CAC
  • 12:00 – LTV
    • 12:10 – “The lifetime is really worth the cost we’re spending”
  • 12:45 – Velasca has sold around 20K pairs of shoes
  • 12:56 – Velasca’s best-seller is the Black Oxford
  • 13:16 – “Versatility is what makes the shoes’
  • 14:00 – First year revenue is €60K
    • 14:04 - €200K the second year
    • 14:08 - €1.6M the third year
    • 14:43 – Topline revenue
  • 15:25 – Enrico’s goal is to reach €4M
  • 16:06 – Enrico spends more on paid advertising
  • 18:08 – The Famous Five

 

3 Key Points:

  • Study your product, first, before putting it in public.
  • Invest paid marketing that performs well.
  • Your relationship with your customers will reflect on your customer retention.

 

Resources Mentioned:

  • Acuity Scheduling – Nathan uses Acuity to schedule his podcast interviews and appointments
  • Drip – Nathan uses Drip’s email automation platform and visual campaign builder to build his sales funnel
  • Toptal – Nathan found his development team using Toptal for his new business Send Later. He was able to keep 100% equity and didn’t have to hire a co-founder due to the quality of Toptal
  • Host Gator – The site Nathan uses to buy his domain names and hosting for the cheapest price possible.
  • Audible – Nathan uses Audible when he’s driving from Austin to San Antonio (1.5-hour drive) to listen to audio books.
  • The Top Inbox  – The site Nathan uses to schedule emails to be sent later, set reminders in inbox, track opens, and follow-up with email sequences
  • Jamf – Jamf helped Nathan keep his Macbook Air 11” secure even when he left it in the airplane’s back seat pocket
  • Freshbooks – Nathan doesn’t waste time so he uses Freshbooks to send out invoices and collect his money. Get your free month NOW
  • Show Notes provided by Mallard Creatives
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