Summary 2019: all the numbers and our sensations

Team, we have completed our second year of life. We are still alive, growing and with many lessons to apply in this year 2020. What a beautiful year of our lives. In addition to enjoying working, we have completed our two major goals of the year: continue growing in turnover and learn what is necessary to be a great brand.

As for the first, we have increased our turnover by 45.43% compared to 2018. Regarding the second, we have already understood which levers to pull to become a great brand (this does not mean that we will achieve it, mind you).

The feeling we have is that we haven't achieved anything yet. We feel like we're in year zero of this and that in these first two years all we've done is fail, learn and prove that we know how to sell online . This 2020 begins the new and true Minimalism.

We don't want this to be a simple post showing numbers, we want this to be a post that marks the intentions we have for 2020. But we start with the numbers:

TRAFFIC AND CONVERSION

Total visits 500,886

Unique visits 310,382

Mobile visits 424,577 (85% of total visits)

Conversion from visit to cart 2.30%

Conversion from visit to purchase 1.47%

Best conversion month December 1.77%

Worst conversion month February 0.83%

Screenshot of our Analytics, visits throughout the year 👇

ORDERS AND SALES

Total orders 6,063

Online orders 4,568

Amazon Orders 1,495

Total products sold 10,171

Wallets sold online 7,831

Backpacks sold online 840

Items of clothing sold online 1,500

BILLING AND AVERAGE TICKET

Total turnover 211,933€

Online billing 167,432€

Offline billing €44,501

Average cart 31.70€ (and growing in the last quarter to almost 36€)

MARKETING AND COSTS

Investment in marketing €49,200

CPC blended 0.16€

CAC blended 8,12€

Average ROA 330%

WHAT FEELINGS DO WE HAVE WITHIN THE TEAM?

If we do a cold analysis of these numbers, we should be very happy. With practically the same team (we were 2 people until Jesús joined in September) we have grown in every way, increased the average ticket, recurrence and now more than 40% of the turnover comes from clothing and backpacks. Little by little we are no longer dependent on wallets. Although the general feeling is that we need to go faster, we want to go much faster.

The most important thing for us this year is not the numbers, the most important thing is to read the information that these numbers leave between the lines . We are learning to sell clothes, to understand what people expect, what they are willing to pay and to control the messages in the acquisition channels. We know that the CACs complicate everything, even the company's mission (that everyone can wear sustainable and quality clothing), and that is why we are already putting solutions and innovation in the acquisition channels. We know that everything, or almost everything, depends on recurrence and the average ticket. We know that we are a volume company and not a company with high margins. We know what we want to be as a brand and the public we are targeting. All this has taken us 2 years of life but we are clear about it.

In addition, we have worked remotely for almost half of the year, from more than 10 different countries. We have managed to find a way of working that we like and that gives us daily freedom. Even so, there are still things to polish and the challenge of 2020 is to grow as a team while maintaining good levels of turnover/person . We do not want to grow for the sake of growing like crazy, the truth is that we want to be few and good... that is the plan.

In the last 3 months of the year we have changed a lot on an aesthetic level thanks to the incorporation of Jesús Castillejo , business + design profile . It is no coincidence that our first signing is a designer, it is a clear statement of intentions.

Oh, and I don't want to forget... we also launched Open Startups, the podcast in which we bring in founders of digital companies and "force" them to be totally transparent with numbers and strategy. We're loving the experience and we think it's a wonderful way to bring our tone as a brand and as people closer to a different kind of audience. We've already had 4 interviews.

And what's coming is going to be even cooler. In these last 3 months we have also made a very important effort to position ourselves as a brand, it has gone great and everything culminated this Black Friday where we managed to arouse the interest of many media outlets. It is worth noting that we snuck into the news programmes of La Sexta and TVE.

Overall and ultimately, happy? Yes. With good numbers? Yes. But with the feeling of not having achieved anything more to learn. We will soon start with more things and even more fun.

Thank you for joining us.

January 10, 2020