Eucalyptus is the Sheet! Meet Colin McIntosh CEO and Founder of Sheets & Giggles

 You're listening to the Radcast. If it's radical, we cover it. Here's your host, Ryan
 Alford. Hey guys, what's up? Welcome to the latest edition of the Radcast. I must say
 my favorite name of a business. Any business we've ever had is here today, the business,
 the founder and CEO of Sheets and Giggles, Colin McIntyre. She won the award officially, and
 it's just a nice digital pad on the back, but I appreciate that. I feel bad for all other
 companies that you've had on the Radcast. They all know where they stand and they're
 not as cool as Sheets and Giggles. I, Raleigh, our producer and I talked, you know, when
 she found you guys and I was doing research, I got to talk to this guy and I got to meet
 this company because anyone with a sense of humor that's also killing it indeed to
 see is already my best friend. Yeah, it's been a lot of fun. I've asked me how I came up
 with the idea or like why I started a business. She's company and I do often say that solid
 like 70% of the reason is because I was just that obsessed with the brand name and that
 into the brand and the company and I had to do it once I thought of the plan. It was
 no brand. I love it and I love the purple and I love the fact that if you're watching
 the video, depending, you know, where you digest your Radcast be at YouTube, IGTV or the
 audio, you're just not getting the full effect as Colin has his Sheets and Giggles shirts
 on and I do believe he might be wrapped in in the Sheets themselves. Is that it? I am indeed.
 Yes, I get my men green. You go up the sheets are great comforter. I'm asking. Yeah, I like
 doing these from bed whenever anybody will let me. I actually we were recently I was interviewed
 on Good Morning America in November and I actually asked them, can I do the interview from bed
 in a bathrobe and their answer surprised me. They said from bed, yes, in a bathrobe, no,
 because there's like a weird guideline that apparently is like an actual guideline which
 is if you're on ABC in a bathrobe, you're just assumed to be naked under the bathrobe and
 there's no nudity on Disney channels, which I thought was. They're now they're now building
 in intent. Like, you know, like they know what you're intending to have on underneath
 that background. That's that's news to me. I thought it was great. Yeah, but yeah, so
 no, thanks for letting me do the interview from bed and it's kind of where I do 90% of
 work anyway. Yeah, no kidding. You're a product in development here. Yeah. We'll call
 and let's let's give everybody, you know, we're gonna have a good discussion, but I do like
 to tee it up. If you haven't heard of sheets and giggles, you definitely have now, but let's
 talk about your story and, you know, leading up to kind of where we're at today with sheets
 and giggles. Yeah, I mean, I don't know how really you want me to start. I was born in
 South Florida. I went to school at Emory University in Atlanta. I went to the B school there.
 Then I ended up working at the World's largest hedge fund in Connecticut for my first job,
 Culbridge Water Associates. Crazy place. Not, you know, in good and bad ways. How long
 was my non disparagement clause? I got fired in like five months, which was probably the
 best thing that ever happened in my career. Even though at the time when you're 22, you
 think the world is falling down around you. I became a recruiter. I ended up hiring myself
 at one of my clients in Seattle. It was my first startup that I worked at in 2015. I then
 ended up driving to Denver for the summer to participate in tech stars Boulder as a employee
 at one of those early stage companies going through that accelerator. And then I worked
 at that company for three years. I got laid off at one p.m. on Monday. I've been fired
 a lot. I'm not a very good employee. And then three weeks after I got laid off, I found
 as sheets and giggles in October 2017. And the rest is history. And I've actually worked
 here longer than any other job in my career so far. All of what, three, four years, four
 years. Yeah, exactly. I was a couple years. Yeah. You know, we're going to get into it
 on the ups and downs and pains of startups and all that. But did you consider yourself
 now like being reflective of where you are? Were you always an entrepreneur and you didn't
 know it? Or have you always been an entrepreneur? Yes, the both. I guess the second choice,
 yeah, I've always been an entrepreneur and always knew it. I didn't really know that there
 was like a subclass of people that were like founders and entrepreneurs and like all the
 different things that go along with that and the kind of the self image that goes along
 with that. For me, it was more like my dad is an attorney. He started his own law firm.
 My mom is an acupuncturist. She started her own practice. And so growing up, I had two
 self-employed parents that I would just think that was normal. That was just they didn't have
 a boss or a manager that was grilling them. They didn't have stories about their managers
 or their CEOs or whatever. It was always stories about their clients and their employees
 and their team. And that was really, I think, formative where that just became my norm.
 And so, you know, I also always thought that one day I'd start a business. I thought
 I was something that people did. I thought that growing up, everybody goes to college
 and then works for somebody else and then starts their own company or maybe even starts
 their own company directly out of college. That was kind of my perception. And so, yeah,
 I mean, it took me five years after I graduated to start my own company, but I don't think
 I could ever work for somebody else again unless it was on different terms because I can't
 understand that the corporate world. And that's why I've been fired so many times in my career.
 Two Shay. Two Shay. And I think we're even getting further from the corporate world with everything
 that COVID's done. It's got everybody working from halfway home or home or whatever.
 Such a good development. I think that just the material improvement people's lives from not
 having to commute is going to be like world changing for some percentage of the population.
 It's going to be incredible. Let's talk about how you started Sheets and Giggles. I've read
 some of the interviews you've done, but I want the audience to really understand the process
 that you took, which I thought was really smart. I own a digital agency. I mean, we work with
 a lot of D to C companies and people that have wonderful product ideas. But they haven't really
 done the research and really backed their way into the full business plan of what the white
 space is or how they're going to sell product, how they're going to differentiate all those things.
 I'd love for you to tell that story for how you thought of and brought all of this together.
 Yeah, so it's actually interesting. I think a lot of founders will go through the very typical
 founder journey of I have a problem. I'm going to build a solution and now I'm going to bring that
 solution to market. I actually saw that happen over and over again. When I went through tech
 stars, when I was on this other startup, it was very much a problem solution business model.
 I realized at some point when my last company was kind of, you know, when it didn't work out,
 I realized earlier that that's actually really flawed way of creating a business because
 you're basically spending all this time, energy, and emotion and money,
 building the solution for the perceived problem. And then so many people do that. It happens
 every day. And I hear about every startup week I go to and every time I do mentorship hours,
 I did, I mentored 10 companies last night for something in Denver called the Commons on Champa,
 where I do I record or I mentored these 10 companies that are going through this Denver funded
 accelerator. And I hear every time. And then they get to the point where they need to build a
 business model. And it's like, how do I sell this thing? How do I raise money? How do I
 evaluate this market? Oh my God, people aren't buying it. I can't get any clients. And it
 really breaks my heart because I think a lot of people will spend years of their life or hundreds
 of thousands, if not millions of dollars, getting to that point only to have the market rejected.
 And so what I did was the opposite. I built the business model, my perfect, perfect business model,
 and then I backed my way into a product that plugged into that business model. And so after I got
 laid off, I said, okay, what have I learned from this experience? It's a really emotional
 gut-ratching experience. Well, I learned that I'm either going to start my own company or I'm
 going to go work at Amazon and actually have a good salary. I was like, I'm never working for
 somebody else's startup again. I'm never working for somebody else's business again because that is,
 I think, a surefire way to not pay yourself well enough, not have good benefits and not have
 the actual power to affect change at somebody else's startup and not even have that really nice
 exit because you don't control the path there. So it's going to be very binary. I decided to start
 my own business and I decided, all right, I need to build my perfect business model. So I want a
 massive commodities market with zero grand differentiation or loyalty so I could zig-rub everybody
 else was sagging. I wanted something that was highly fragmented, so I didn't have to chip away
 as some market leader. And I wanted something that was largely traditionally physical retail,
 so I could help bring it online with a direct consumer model. I also wanted something that was
 a low complexity supply chain and by low complexity don't give me wrong textiles is wildly complex,
 but it does not have Bluetooth, it doesn't have firmware, it doesn't have software engineers,
 and so I really wanted something that I could bring to market without having to hire a whole
 technical team. And so I looked at my perfect business model and then this is a true story. I looked
 at and then the sorry the last component I want to mention is I really want to be a physical,
 sustainable, good, so I could be proud of what I was making and so I could have a positive impact
 on the world. And I looked at all the domains that I owned. This is a true story that I think there's
 a ton of power in a brand name, a ton of power in a name, and I owned Sheetskiggles.com as well as
 a bunch of other fun-based domains. And I thought does betting fit my criteria and it fit
 perfectly. $12 billion market growing 10% year over year, 27% market share amounts to top five
 players, how they fragmented, and the number one thing was that there was zero brand differentiation
 and I looked across the whole space and bored me to tears. Everybody was doing the best cotton
 you'll ever feel, the cheapest polyester you'll ever buy. Like it was always white Sheets on a
 white wall, exposed brick with a front in the corner of the bedroom in a French press car.
 You could literally see the inside of your head. It's nightmarishly boring. And so I decided to do
 something totally crazy and different in the space and I incorporated three weeks after I got
 laid off because I was so taken with the business model and then I discovered you could let this
 liel cell as an incredibly sustainable laundry material in the space that was not heavily adopted
 yet and now we've kind of become the de facto you could let this she brand the United States.
 A lot to unpack there I think the biggest. No it wasn't even that long as much as there was a lot
 of insight there for anyone at any stage of their brand or development and it's so many people
 get so emotionally tied to you know a product and you know to hear that you had no emotional
 tie to a eucalyptic Sheets. It warms my heart that you actually did this from a smart perspective
 of analyzing the market and back now you're obsessed with them. I'm the best she guy in
 Denver you know like I'm that's weird it's a really weird reputation that I have it's like oh yeah
 Collins like the bedding guy and it's like it's a really weird but you know it's actually you know
 I do hear I do hear them talk about you they say that calling guy he's full of sheep.
 I mean do you ever get tired of the joke so today because you got it.
 It's great because everybody the first time they hear about it everybody wants to get in on
 the action and it's great because they and other companies try to do other we've seen our
 competitors like Brooklyn and Boland branch and parachute these very like high fluton you know
 brands that talk about themselves in these very grandiose terms I mean they're just making
 bedsheets but you know they can go whatever brand they want um you know they uh
 I respect their business a lot they built the hell of business but they will start to copy us
 and they'll start to put the puns in the in the ads and they'll start to um you know put the
 crazier imagery out there not sure thing but it's such a dichotomy with the brand that they
 built in the products that they're selling that it doesn't it doesn't work and so
 and so building this from the ground up has allowed us to walk this tightrope of sustainable
 luxury and funny and that is like a really hard tightrope to walk and I think that it
 it creates this sort of like grandmote around the company and this and it's a level of authenticity
 that I think is like it's very much me in the sense of like this company is just kind of the best
 parts of my personality with none of the neuroticism maybe a little of the neuroticism
 um but um it's definitely been a lot of fun to build like this brand out of nothing and you're
 right though that it's the only attachment I have is to the business and to into the customer
 and that is what I think makes us successful so far is that we have this very like neurotic
 hyper focus on making that customer happy and like we are completely dispassionate about
 the products in the sense of like whatever the community needs colors sizing combinations new
 product lines deeper corners shallower corners like we split king which is like 0.9% of the mattress
 market like we'll do it all in order to make our customers happy and and people really love that
 how scaling been for you guys like I mean talk to me about you know the stages of scale
 over these what caught three and a half four years so October 2017 I found the company
 January 2018 I began work on it uh May 2018 we launched on indigo go with a crowdfunding
 campaign uh which was the biggest crowdfunding campaign ever for bedsheets very proud of that
 $284,000 for bedsheets on a crowdfunding cloud oh we should I would I know
 and you know that it's probably the proudest so there's two things there I'm very proud of that
 connection with those people those people are are my core you know they're probably company
 to life and so I still have personal relationships with many of our backers and then on a different
 level convincing 2,000 people the way five months for bedsheets is the proudest marketing
 accomplishment of my entire life um and I and I think that there's something to be said there um
 but so then that was candle launch we shipped our first box in October 2018 so about five months
 after that uh we were 30 days late on our promised timeline uh which I think is pretty good
 for for crowdfunding um we kept people in the loop very transparent about timeline there
 and then October through January I was really I was shipping all the boxes myself it was me
 my buddy Bobby my customer service rep Emily we were in the warehouse eight hours
 day shipping boxes and eight hours at night I was doing CEO duties and raising investment and
 you know on the I was on the phone the warehouse packing boxes negotiating our valuation
 with people and um and then January 2019 was when we got the tech stars and that was kind of a
 big accelerator for us you know it's literally an accelerator um around that time early 2019 we were
 doing about $50,000 a month $60,000 a month and now two years later we're doing over a million
 dollars a month so that's kind of the scale that we've had in that timeline and I and I kind of
 yada yada yada through all the uh we're in between there but it's been it's been a pretty uh it's
 been a pretty fast two years for sure how big is the team I mean how you know you're all in Colorado
 there's two answers of that the full-time team is very lean we're only seven people full-time
 and that is kind of a modern direct-to-consumer company where you're built to have over $1.5
 million per head um that's you know these these metrics are pretty well and they're said I think at
 this point um and then from a part-time you know contractor perspective there's probably 50 people
 that I interact with every single day as their manager boss director client whatever you want to
 call it uh digital agencies content agencies amazon agencies our freight voters are warehousing
 team manufacturing teams uh you know uh part-time customer care reps six supplement our full-time
 team uh our inventory planning our cfo legal accounting uh and so overall it's probably about
 50 people that I engage with on a daily basis um and uh but in terms of full-time here in Denver it's
 only seven so we started all D to C all Shopify website marketing all all the layers that you did
 you're now in amazon uh how how's that transition or addition to to you know you started the right
 way you know we talked a lot of people that you know you go the other way and amazon owns a
 customer relationship doesn't have you can't expand the brand you did it the right way obviously uh
 and now you have a little bit more leverage out in some ways if if leverage over amazon is even if
 i'm not sure those things those things those words exist together but
 i do i have zero leverage over amazon we do do own actually amazon.com slash sheets
 oh nice okay drag there that is probably the best world i'll ever ever get
 ever come so i do want to i do want to clarify i don't think there's like a right in a wrong way
 i think that there's two different theories in terms of like what you're trying to build
 if you're trying to build an amazon business that relies on that continuous search volume of your
 category and you are building a product that is priced appropriately to be number one in that
 category that can be in the first three results organically on amazon and that like that is a good
 repeatable business that you don't need to own the customer because that customer comes back and
 finds you every single time and so i think i think that and there's actually these you know
 throcio and other there's this is a huge hot space right now people are raising billions of dollars
 from these p-eat groups to go out and buy every single amazon seller that's you know number one or
 number five in their category and so it's definitely like a repeatable business that people see
 a lot of value in and i just think that that's different it's just different than the company that
 i wanted to build and i don't necessarily think it's a right or wrong thing from a d to c perspective
 in the business model that i wanted to build it yes the right way would be to own that customer
 relationship and get more value out of that customer long-term because you own that customer
 relationship and i view amazon as sort of a channel overflow to where it's a different customer
 and we're not really cannibalizing our direct consumer sales we actually have an abandoned
 cart survey that goes out that's why do you have in your cart and it's something like four percent
 of people say that they prefer to buy from amazon so it's a different customer and it's basically
 54 percent of americans will start a product search on amazon and if you're not on amazon your
 competitors are and so people you do all the groundwork and a legwork to build the content run
 on the facebook ads and do the podcast advertising and then somebody searches for sheets and giggles
 on amazon they search for uglitha sheets and they find somebody else yeah we're not on that
 and so it's really just the way to capture that natural search volume um and now we have over a
 thousand reviews on amazon and and we're pretty well established there with a nice uh motor reviews
 around the products can you or or do you mind sharing your uh mix of d to c versus amazon sales
 uh in november because we're doing heavy email marketing it was about 90-10
 January it was about about 85-15 and then uh February it'll be about 80-20 traditionally it's been
 about 70-30 but as we've grown we've really scaled the .com uh tremendously more than the amazon
 channel and so it's becoming more and more skewed to uh the .com yeah that's good um and i i don't
 look you can make a lot of money with amazon but they're kind of the yeah i like amazon you know
 they do a lot of good stuff for us i mean there's a there's a whole bunch of like you know i used to
 live in Seattle right i used to live in lower queen and i know people that work there they're good people
 like i know the teams there they they support us like they great grateful great small business support
 um they allow us to reach new customers like the new markets all the all the stuff the amazon
 pitch you on is true right yeah then we're then there's the darker side of it there's the the
 margin share or the advertising cost the difficult part of the technical support not but the thing is
 that they are they are constantly improving that and always trying to get feedback from their partners
 and they invite me to plenty of sessions to give them feedback on that and there's the political
 component of it of you know who this company is and what they do and what they represent
 that i think also gets modeled in that and and is a hard uh thing to to navigate sometimes so
 i think there's multiple components to it and um overall i think it's i see as a channel that we
 have to be on yeah until they make an amazon original of your exact product uh they already have
 okay we have much more reviews than we do okay well i must not be an exact copy uh so yeah
 exactly talk about you know the marketing side i mean we're marketing and business
 podcast obviously so the what's i know at this stage doing a million dollars and remember
 a month you got a lot of levers you're pulling um whether it's channels or uh mediums or whatever
 but can you talk about some of your most successful marketing channels as you've grown
 yeah i mean they they're the ones you expect right they're they're facebook instagram google
 amazon um we have totally bombed on Pinterest twitter uh i've done a lot of organic marketing on
 Reddit that's not really marketing it's more of like i will post stuff about resumes i'll post
 stuff about marvel i'll post stuff about other things that i'm you know interested in and people will
 you know uh comment about like hey aren't you the she's single goals guy or like you know there
 will be some nugget about she's single somewhere and it's a nice way to like add value to the platform
 and make people smile and laugh and and get good value out of the comments i'm doing without like
 advertising them over early so right it's been good from our organic traffic flow um youtube has been
 really good uh with the sponsorship we've done shout out to guy named ryan george who makes these
 amazing videos where he's talking to himself which sounds schizophrenic but he's you know he's so
 funny and i saw his humor and i just knew it was like two a year and a half ago i reached out to
 him on instagram i was like i have to sponsor you i love your shit and uh so he's been a very
 successful partner of ours and i'm trying to scale that with more you know uh sponsorships
 of youtube channels um we haven't really done ads pre-roll before youtube we're going to invest
 more heavily in video this year um and then we've also done podcast advertising uh through radio.com
 call our public radio ihar media um uh and then we do programmatic advertising as well to
 retarget people that have been on the site um and overall i i would say the success per channel is
 basically what you expect to be where it's like facebook instagram google or all um crushing it
 and then everything else is kind of like experimental oh that's neat let's put more money into
 here type of spending yeah i noticed you guys seem to do a lot with content and sio and all that
 that's got to be a pretty big driver i imagine for sure we do we do a lot of you know i i have
 full-time content marketing manager and in chris who can i swear to god he could write for sign fell
 and um initially i wrote i wrote all the copy for the first couple of years i hired him about a
 year ago and he's really got in the brand voice down pat and so i'm constantly pushing on him to
 get more blog post more content um and more um uh sio driven stuff out there and it's you know
 there's there's plenty of stuff that we rank very highly foreign google and people are looking
 for um different things about sheets and um we're just constantly pushing on that as well because i
 think that organic traffic flows is really big and has a really nice long tail to it as well um
 this isn't a pitch-you uh conversation but uh i will just tell you a tactic that you should
 look into uh that we're doing a lot of search search retargeting so we can get the keyword searches
 and retarget people so we don't have to run the paper group ad we don't have to be an sio
 we can get the search uh made IDs and run on facebook or programmatic for anyone real-time
 that's doing searches so if i look if i search for sheets i can i can retarget the 90% of all search
 traffic i'm i'm sure that we're doing that i've got a whole performance team now that i i
 double check but i'm i'm pretty sure we're doing that because a lot of my friends will tell me
 that the moment they start searching for bed sheets they see uh they see our ad
 you're probably doing it through one of their programmatic ones uh but it's pretty cool yeah
 yeah i get you yeah it's it is tricky because you know our sheet sets are they're super high-end
 they're like they're like they're they can do a shameless plug they're softer than cotton they're
 more breathable they're more moisture wicking they're better for hot sleepers there's zero static
 hypoallergenic their dermatologist recommend a presensitive skin and they're also incredibly
 sustainable right you have these cooling soft bed sheets they're sustainable luxury sheets
 and then they're also um 150 bucks and our manufacturing costs are four times that of cotton
 they're 10 times that of polyester and we're still beating you know bowl and branch on their
 pricing we're still beating parachute on their pricing we're beating almost everybody that i
 really care about beating from pricing perspective um i don't want people to have to pay to try and
 they pay more to try new material basically even though our margins are a lot lower um but at the
 end of the day like their the bed sheets market is a 12 billion dollar market with thousands of
 options and 60 percent of what people are buying is 20 and 30 dollar polyester bed sheets and people
 don't even know they're buying it they're buying micro fiber they're buying down alternative they're
 buying vegan fabric it's all polyester it's all polyester and they you know they're they're
 there's 19 just results on amazon research clean sheets 50 thousand reviews or a thousand
 reviews or whatever which is an absurd amount of all you money amazon and you know it work
 competing in that market so i i do focus less on like that customer who's querying clean sheets
 and i focus a lot more on the people who are searching for best sheets for hot sleepers best
 sheets for menopause um best sheet for neuropathy best sheet for fibromyalgia like and we get a lot
 of people with skin conditions or other sensitive sleep conditions to use our sheets and then
 word of mouth starts to spread from there i've got a good keyword for you that you should go after
 i want to buy eucalyptic sheets today right fucking now i would go after that long tail keyword
 i want to buy eucalyptic sheets right fucking now yes i think they're ready they're raising their
 hand uh we do we do a lot of advertising on eucalyptic sheets we're we're actually a number one
 result on google and amazon for eucalyptic sheets which is awesome and um it makes me really happy
 because we we fight with our main competitors for that that's got a lot more wealth on it than we
 are um but gen z but gen z and millenials they want they'll pay for sustainability and i don't
 have to tell you this because i if i i don't once that i didn't read is what your average age
 of your customers i have no idea if i had a guess most people listening to this hearing a hundred
 hundred fifty dollar sheets would probably go like forty five fifty i bet it's like thirty i
 would or twenty eight to thirty two i don't know like i just a guess the core demographic the
 core demographic for us is uh twenty five two forty four yeah so so that thirty we we look at
 our core customer as a uh thirty something year old woman um even though a lot of guys own our
 sheets do obviously i think our our splits like seventy thirty women men um and uh the the
 number one demographic is them millenial demographic and you're exactly right sorry i guess i'm
 like you're exactly right that like um you know i i think that people this is a weird market right
 people don't know why they should pay so much for bedsheets they don't know why some sheets cost
 fifty dollars and some sheets cost a hundred some some sheets cost five hundred dollars like
 bull and branch is selling their queen sheets for like two hundred and forty dollars for
 cotton like that's i mean i think that's an insane markup i don't know if it is i think it is
 and so uh you know there's different manufacturing costs depending on the raw materials
 depending on the production the thread count the yardage the fat the you know
 there's so many different pieces of it um and so for us i just know that our raw materials are
 extremely expensive we don't make that much of a margin on our sales especially with the marketing
 cost work then and our prices reflect what we think that we can do to to build a sustainable
 business and so um you know i i think that over time with uh there are only a handful of people
 in the world that actually make this material and get over time if we continue to scale
 and our in our quantities continue to get higher and higher that we will be able to bring those
 prices down and i would love one day to be able to offer this for that fifty dollar price range
 to hit a more mass market adoption yeah maybe casco you know that was the word last place i bought
 sheets but i am gonna do this i'll tell you this i don't have so many people buy their sheets from
 casco i don't like maybe it's because i always grew up going to casco with my mom and getting groceries
 but like i don't think about casco as a bed sheets they're the sour let me say this i will spend
 money on because you sleep in your bed more than you do anything else so we'll we'll spend money on
 i mean obviously and but i am gonna buy some sheets and giggles you will see an order coming from
 allford uh here in the next uh 24 48 hours i was a believer before talking to you but i'm
 even more of a believer now but uh i just i love the story i love the perspective your likable guy
 and uh you're easier to root for so uh hey there's all there's all your uh pats on the back you're uh
 you know i know i'm very flattered i will i i will say um if i do a deal with casco i know i've
 already talked to them a little bit and i've talked to a few other retailers as well
 that it's i've done a lot of retail in my past and there's a reason why i went direct to consumer
 they absolutely just break your arm behind your back to uh to get you to do their deals and
 it's not they it's just their business model like they they get every dollar of margin they
 possibly can and so um yeah it'll be really interesting moving branch into physical retail probably
 probably twenty twenty two i don't think i don't think physical retail is a good play right now
 no no no there's not a there's not a there's not a good physical play in anything right now
 i can probably i can probably get some pretty good terms right now yeah you might good you might
 want to start yeah there's any retail buyers out there listening to this you hit me up and
 maybe uh we can do you can do something so uh Colin you know as we kind of close out here um
 where you just mentioned a little bit physical retail i mean where we headed i mean where's
 where's where do we want to take this where where do you want to go like uh like what what's the
 vision here we have a really interesting opportunity where um just to speak transparently uh like most
 companies i don't i don't there there are long term plans there's like sell more shit add more
 products um and i think that's a good plan like you know you're you're in a peril company what
 are you going to do you're going to sell swimwear like you're a braw company what do you do you sell
 bikini or you if you're a shoe company what do you do you sell socks like you know it's if
 they're they're very obviously obvious complimentary products that you add in over time um for
 uh but those are all like forty dollar fifty dollar hundred dollar type incremental LTV ads
 and so for me i'm actually really interested in we have kind of interesting opportunity where we've
 cultivated this audience of you know 10 i think we're approaching a hundred thousand customers
 in a couple of years who who love us who like us who who dig our authenticity who you know we've
 got four point eight star rating with three thousand reviews on the website and we don't hide our
 one star reviews on like pretty much every other director and senior brand out there we just
 reply to them and fix the problem um and you know like i think that they they really trust us
 and so we've got an opportunity we're actually been working on for a few months where i think
 we're going to start introducing a sustainable mattress option and sustainable bed frames sustainable
 mattress toppers and it's really hard to do a single mattress topper without polyester with that
 cheating to protect the mattress and i think we're going to be rolling those out as well as pillows
 probably mid year this year and it's an interesting marketing opportunity for us because
 not only do i get to you know introduce a i think a better mattress than than or more sustainable
 mattress a better mattress i have a honey a c4 c5 so i will not put anything out on the market that
 does not totally crush from a sleep through the night with no pain wake up feeling totally
 healed and refresh perspective um but like we can also increase our LTVs from a couple hundred
 bucks or a few hundred bucks to potentially in thousands of dollars range with this product line
 which is a very rare opportunity for BSC brand to have an existing customer pool they can then
 introduce such a high value item to um and so that that's kind of where i'm thinking about it from
 the brand perspective um it's been in the works for a while and i'm getting ready to launch it and
 i'm really excited about it um and then in terms of long term uh i just want smg to be a household
 name i want us to be synonymous with the bedsheets industry uh i think it'll be funny uh that i
 kind of started this company to make fun of other bedsheets companies and now we're taking money
 at other people's pockets because we're doing things so differently um you know it's always it's
 like i built the company sarcastically uh which is kind of funny um and then you know in terms
 of sustainability and the good that we do in the world i've got a total bleeding heart um we plant
 the tree for every order that's i think um tens of thousands of trees planted in the united states
 and areas in e-reforestation we've pledged one percent of our profits time products and equity
 which is very important in the event of an exit um to global Colorado charities uh which is awesome
 we donate hundreds of sheet sets every year to Denver homeless shelters um we donated $40,000
 last year to COVID-19 relief in the state of Colorado we donated uh $12,000 to over 100 charities
 over black friday weekend this last year um as a percentage of sales um we do a ton of stuff
 and that to me is like the the number one thing that i want is i want to look up in a few more years
 and say not only could we make you know this much money and have this much recess and have this much
 fun um but we also like materially improve the world and measurably and and so that's kind of the
 the goal that i'm building towards hey man i mean you're doing a lot i mean that's it's admirable i'm
 like damn i'm like checking my list over here going i mean if i give it if we're giving back
 enough yet like man it does good man i mean do it you know and i will say this recovery
 which is what the business that you're in which is sleep is is it the forefront of people's
 mind now because we had the CEO of whoop which is a fitness try the most advanced fitness tracker
 in the world uh that you wear and it tracks your sleep like a lot better than like an apple watch
 wood like it's like digs into like every detail of your you know blood pressure and all these
 things anyway i'll get the acronyms wrong but no no and but it is a hot topic right now the importance
 of recovery and sleep and all of these things and you guys are writing the throws of it
 and it's it's only going to get bigger because if you realize and the importance to give
 of human performance and all these things but hey you know you got to get sleep you got to get
 good sleep you got to get proper sleep where you're not up all the time where you've got the
 right sheets it's it's so you know you're in a great area it's true there there are so many
 things that people will know about sleep because it's a very i mean it's boring right it's sleep
 like it's it's naturally just a boring topic but like the the thing that i've learned as someone who
 does have a c4c5 herniation and as someone who i've woken up i've been able to unable to fall asleep
 before because of my pain i've had to put ice packs all over my body take six ad bill i just take
 six ad bill every single day for years and i've had three epidural injections to try to you know
 help the pain um the number one thing that i have done in the last year and a half is i've strengthened
 my back so i work out my back every day i have my morning routine to make sure that i'm i'm stretched
 i'm good to go as soon as i wake up and that's where my next night sleep starts is in the morning
 and i think that a lot of people don't realize that you want you know your sleep cycles are when
 between your body releases growth hormone so when your body heals itself your non-rem sleep is
 actually the most healing a lot of people think the REM sleep is healing that's just a misconception
 and they don't know the hours of cycles where you both heal and when you feel well rested so
 for example if you wake up in the middle of a new cycle of a cycle you won't feel rested even if
 you got seven hours of sleep you should have slept to the seven and a half hour mark even if you
 got you know eight and a half hours of sleep you should have slept till a nine hour mark and so
 there's different there's different things that are pretty esoteric about sleep and how
 helpful it is for you but these you know it's it's weird because we built a brand that was not
 built around this type of information we built a brand that was built around fun and just you know
 hey they're vet sheets you know if they are we're gonna intercain you while we sell them to you
 yeah um and now that we're a little bit bigger and we have an audience it's actually a lot of fun
 for me to start writing more of this stuff around like hey like here's how I got over my herniated
 C4C5 pain and how i'm sleeping through the night and how i no longer take ad bill and haven't in
 you know two years and uh you know i think that that's um that's been my number one thing is like
 being able to uh actually materially improve people's lives i mentioned earlier neuropathy fibromyalgia
 as someone who has had chronic pain the different type of chronic pain but chronic pain um i
 am always blown away and and it's not something i ever anticipated when i found a sheets and giggles
 obviously i found it a fun based bedding company that people would reach out to us and say hey i
 have fibromyalgia your sheets are the only thing that allow me to sleep throughout the night i have
 MS and i overheat and i have ALS and i overheat and like your sheets are the only thing that
 actually get me that healing sleep every night and it almost makes me get emotional because i
 understand that sleep deprivation it's torturous when you cannot fall asleep you know that feeling
 you sit up and you put your head in your hands and you just say you just say i can't like like
 you have a panic attack almost in bed because you can't fall asleep that's what a subset of the
 population deals with every single night and the fact that our sheets are a lower surface friction
 they're naturally cooling like i i thought it would be just be wonderful for people in general
 i didn't realize what an intimate impact it would have on on a small percentage of population
 and that is something that i think is very special to me personally.
 Collin man i love it hey goodnight's rest is no laughing matter.
 when we release the mattress the tagline spoiler alert is going to be a bed above the rest.
 i love it i love it we're we're we're no for a few puns around here you know uh no one
 loves a good pun better than me but uh Collin i can't i really appreciate your time and your
 transparency i think this has been an amazing episode i know our listeners are going to get and
 viewers are going to get a lot the viewers are going to get even more because they're going to get
 to see uh in in real time here the uh the in the bed uh experience but uh yeah i'll tell you
 on another shameless plug we have the best colors man you can't find a mint green sheet like this
 anywhere else we got we are red lavender like a deep purple like like people they're like some
 people are always like these sheet colors are terrible and other people are like i love these i
 can't get these anywhere else and so i that's what i like about them the very they're very striking
 and so for the viewers out there this is my bedroom this is you know my painting above my bed like
 i'm very cool you get a nice color from you've got to you've got the the mint green the purple
 and the blue painting going i'm we're you know like i love it we're we're gonna have a keep up with you
 Colin where can i keep up with you i'm really easy to find uh just sheetskittles.com is our website
 there's no anna new or else sheetskittles.com um and then uh you know i'm on twitter and linked in
 and um those are the easiest ways yeah and uh i can't well let's uh let's catch up on clubhouse
 uh i'd love to do yeah let's do let's do one of these live on clubhouse that would be super fun
 i am um Colin McIntosh on clubhouse and um i'm doing one tonight actually so i don't think this
 will be live but you know i'll probably to shoot you my contact and we'll we'll connect on
 there but hey man appreciate it so much this has been the latest edition of the radcast really
 appreciate Colin McIntosh coming on you know where to find them sheetskittles.com and we will see
 you next time yo guys what's up Ryan offered here thanks so much for listening really
 appreciative it do us a favor if you've been enjoying the radcast you need to share the word
 to the friend or anyone else we really appreciate it and go leave us a review at apple or spot
 a five do us a solid tell more people leave us some reviews and hey here's the best news of all
 if you want to work with me directly you want to get your business kicking ass and you want
 radical or myself involved you can text me directly at 864 729 3680 don't wait another minute
 let's get your business going 864 729 3680 we'll see you next time