ST ARGO's struggle to 7 figures

If you're a dog mom, you know the importance of having your pooch look as aesthetic as you do.

People say 'it’s an animal, not an accessory.' Duh. 

But that doesn’t mean my animal can’t ACCESSORIZE. C’mon now.

Maggie Outridge knew the importance of this.

But when she got her new pup, she found there was a total lack of cute and affordable collars or carriers.

Because let’s be honest, as much as we love our dogs, nobody wants to pay $460 for a leather collar. Hell, in this economy, I’m not spending $460 on my own leather collar, or belt, or whatever you’re into, ya know.

And so, ST ARGO was born.

The brand's story is one of passion, resilience and thoughtful strategies that got them to a globally scaled, 7 figure ecommerce business. Not to mention, they had no third-party funding and no employees. Just Maggie, her partner, and her pup (I’m not crying, you are.)

‘Oh, she must have rich parents.’

This is the assumption most people make when they hear about Maggie Outridge's success.

Honestly, I hate this remark. As if we know anything about anyone’s lives, let alone their parents’ financial situation. But alas, we hear it all the time when it comes to seeing a young woman with a thriving business.

A case of tall poppy syndrome, I believe.

ANYWAY. Having a rich daddy back her wasn't how Maggie made her business work. She's a hustler. Ain’t nothing else to it. 

When her first product samples turned out terrible, she persevered.

When she and her partner had to sell their car to buy stock, they walked all their orders to the post office.

They paid for dog models with discount codes. Booked studios for as little as 2 hours (that was all they could afford). Maggie asked her dad to help with product photography.

The pair even rented a car and drove from Sydney to Melbourne and back in a day for an opportunity that sold only 2 of their units. These are things that would make most people fold. Cut their losses and walk away.

But not Maggie.

The struggle is the point.

Despite all the hurdles, Maggie and her partner were never disheartened. And when they decided to try an influencer approach, they finally struck a chord.

The pair gifted 10 influencers products, on a whim, hoping that just one would post.

To Maggie's surprise, they ALL did.

And just like that, ST ARGO sold out completely. Finally, the brand had enough money for a proper product photo shoot. They doubled down on their influencer marketing and started using paid ads.

Before long, they were picked up by Myer and The Iconic, and the rest is history. The brand grew from $12k to $600k revenue in just 18 months.

It takes more than a product.

While ST ARGO products are absolutely gorgini, the brand's strategies are what propelled them into success.

Here's what we can learn from them:

• Find your niche. Not having a cute enough dog carrier isn't a problem everyone has. But it was enough of a problem that it managed to birth ST ARGO as a business. And it was enough for the brand to turn over $600k in revenue in their first 18 months. This highlights the power of identifying and catering to a specific market segment. Then it's about ensuring your product stands out within that segment.

• Build a strong brand. Maggie worked hard to develop a cohesive, appealing brand and product that resonated with the dog owners of Melbourne. She even flew all the way to China multiple times to find the right manufacturers. She also invested time into creating content she was proud of, even on a tiny budget.

• Gift your product. We’ve seen this strategy work before, and I wholeheartedly think it’s nearly foolproof. GIFT YOUR PRODUCT TO INFLUENCERS. By removing the need for content contracts, you take the pressure off the creator. You also build a positive relationship from the jump. This makes the likelihood of them posting your product authentically way higher.

Maggie’s success story reminds us that anybody can create the life they want to live. But not without the grit, resilience, and smarts it takes to push through the hurdles and navigate your way to the top.

For more detailed insights, you can watch Maggie speak on her journey here.

-Sophie, Copywriter