With $10M In Revenue And $0 In Ad Spend, Isaac Medeiros Is In A Class Of His Own

There's just no one else quite like Isaac Medeiros that I know of in ecommerce. With a team of a ~dozen creators, 16 freelance scriptwriters, multiple YouTube & TikTok accounts, and now a Discord channel, Isaac has taken the content-driven approach to DTC to a whole different level.

The result: a fast-growing, profitable DTC brand with a PNL that doesn't look like any others I know of in the space.

I chatted with Isaac about what it really takes to build a machine like the one he has–and whether or not other brands should seek to copy his model (on this question, his answer may surprise you).

EPISODE HIGHLIGHTS

• [02:01] Isaac gives an overview of Mini Katana
• [03:17] Overview of Mini Katana's approach to YouTube organic
• [05:21] Mini Katana’s approach to generating first-party data
• [07:04] How Isaac got into organic social growth (Exploring his foolproof TikTok model)
• [09:11] Using Customer feedback to your advantage (iterate & innovate)
• [10:30] How Isaac solidified his cornerstone strategy for organic reach
• [13:55] Using TikTok for initial organic growth & pivoting to YouTube
• [16:30] Orchestrating a successful YouTube launch for your brand
• [19:53] Isaac shares his high-level tactics for growing on TikTok & YouTube
• [21:46] Isaac breaks down Mini Katana’s Team
• [24:28] Why Isaac's strategy isn't feasible for most brands (And what you should do instead)
• [29:02] What's next for Mini Katana?

Places to follow up with Isaac:

Follow Isaac on Twitter: www.twitter.com/theisaacmed
Visit the Mini Katana Store: https://minikatana.com/
Visit the Mini Katana Youtube: https://www.youtube.com/@MiniKatanaStore
Visit the Mini Katana TikTok: https://www.tiktok.com/@mini.katana
Mini Katana's Second TikTok video ever: https://www.tiktok.com/@mini.katana/video/6884345688302357766

Places to follow up with Andrew:

Twitter: @andrewjfaris
Email: podcast@ajfgrowth.com
Work with me: www.ajfgrowth.com

Music Intro: "Tell Me Mama" by The Devious Means
Music Outro: "Rusty Little Scissors" by The Devious Means