W/ 4 Kids, He Quit Job to Launch Leather Briefcase Company Breton with CEO Joseph May

Joseph May

In Episode #668, Nathan interviews Joseph May. He’s the founder of the Breton Company. He launched his company in 2016 by running a Kickstarter campaign for a modern day briefcase. Prior to Breton, he worked as an attorney at a couple of different law firms and was director of operations and in-house counsel at a company called Freshly Picked.

Famous Five:

  • Favorite Book? – The Shoe Dog
  • What CEO do you follow? – Steve Jobs
  • Favorite online tool? — Grum
  • How many hours of sleep do you get?— 5-6
  • If you could let your 20-year old self, know one thing, what would it be? – “Keep going”

Time Stamped Show Notes:

  • 01:22 – Nathan introduces to the show
  • 01:19 – Joseph left the legal company because there was no fun
  • 01:23 – When Joseph was at Freshly Picked, he found out that he really liked to create products and be part of the design process
  • 01:33 – Joseph had the idea of Breton when he was in Italy
  • 01:59 – Joseph was 33 when he left Freshly Picked where he was getting $70-80K
    • 02:28 – Joseph had kids when he started Breton
  • 03:28 – Joseph is showing Nathan an example of the briefcase
  • 03:45 – On Kickstarter, Joseph did $240K and $280K for Indiegogo
  • 03:54 – Kickstarter is the biggest website to start and Indiegogo has Indiegogo on demand
    • 04:29 – The total for both campaigns was 1200 units
  • 05:00 – At Freshly Picked, Joseph learned a lot about Instagram marketing
  • 05:38 – Zach from Episode 178 had his hand on the Kickstarter campaign and has a network which has done over $60M in funding campaigns
  • 06:00 – Zach worked with Joseph
  • 06:38 – Joseph had a lot of manufacturing contacts from Freshly Picked
  • 06:44 – Joseph got a quote from overseas and moved their manufacturing to Asia, switched up their whole campaign and changed the price point
  • 07:14 – Breton is totally bootstrapped
  • 07:47 – Total sales as of today is $400K in revenue and 1900 units
  • 08:06 – Goal for 2017 is to launch more Kickstarter campaigns
  • 08:37 – The bestseller is the modern day briefcase which is $199
  • 08:54 – It takes around $65 to produce a bag
    • 09:04 – The leather is from Italy
    • 09:16 – Jeremy really wants to have a high-quality bag
  • 09:26 – $20-30 dollars is spent on marketing per bag
  • 09:58 – Average profit per bag
  • 10:28 – Jeremy had dark traffic on ly
    • 10:42 – There’s no exact influencer who has driven the most sales to Instagram
    • 10:51 – Mollyblogger has sold 17 units within an hour
    • 11:07 – Mollyblogger is Joseph’s friend
  • 11:25 – For every $500 per post, Jeremy expects to get 5 sales
  • 11:33 – Breton now has 40K followers
  • 11:50 – It’s difficult to calculate the return because it takes time before a customer purchases
  • 12:21 – Joseph had a campaign in Fall where he had help, but now he’s doing it on his own
  • 12:40 – One of Joseph’s growth strategy is to get people on their email list
    • 12:44 – The main focus now is to make people aware of Breton and aggregate the information
  • 13:40 – The bags are made with wax cotton which is water-resistant
  • 14:03 – Customers often look for the look
  • 14:30 – The bags are made to last
  • 14:38 – Team size is 2.5
  • 14:51 – Joseph won’t give up a part of the company
    • 15:49 – “I don’t know exactly what we’re doing”
  • 16:48 – Chubbies Shorts is effectively using Instagram
  • 16:55 – Breton’s Instagram
  • 17:24 – There’s a big percentage of women buying the Breton bags, too
  • 18:58 – The Famous Five

3 Key Points:

  1. Choose a job where you can earn and have fun at the same time.
  2. Nurture your connections and network.
  3. Don’t give up a part of your company if you’re not confident doing so.

Resources Mentioned:

  • 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
  • Klipfolio – Track your business performance across all departments for FREE
  • Hotjar – Nathan uses Hotjar to track what you’re doing on this site. He gets a video of each user visit like where they clicked and scrolled to make the site a better experience
  • Acuity Scheduling – Nathan uses Acuity to schedule his podcast interviews and appointments
  • 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
  • Show Notes provided by Mallard Creatives