The Growth Leak Series — Ep 02

leanupskill.com - Upskill your Product Thinking

Common Product Story

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Users visit.

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It's wasted opportunity.

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The transparency risk that paid off

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Eco‑ friendly

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$2M in annual sales

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ingredient disclosure

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their vendor's

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Vague

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Branch Basics can still

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But founders make

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The brand

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Runs tests

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June 2017

[{"selector":"#anim-baebea15-7597-48e3-b65b-040f6c66b5ec","keyframes":{"opacity":[1,1]},"delay":50,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-e5e3fdda-afc2-4c0a-b6a5-3a8b24f358ed","keyframes":{"transform":["scale(3)","scale(1)"]},"delay":50,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-f9c6829a-e885-44fb-b5e3-021d960b89be","keyframes":{"opacity":[0,1]},"delay":1000,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-52c38438-33b2-4739-b94f-def191cefbd1","keyframes":{"transform":["translate3d(0px, 235.06628%, 0)","translate3d(0px, 0px, 0)"]},"delay":1000,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-5ff472e1-c4ba-42b2-a18c-c1f7e6f82e1c","keyframes":{"opacity":[0,1]},"delay":1050,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-6f0505c8-c197-48ef-accc-c442daf00093","keyframes":{"transform":["translate3d(0px, 229.56166%, 0)","translate3d(0px, 0px, 0)"]},"delay":1050,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4324174e-a501-4b3f-8c7e-0fee04756095","keyframes":{"opacity":[1,1]},"delay":0,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-6da8e9c0-cd30-4b6b-83ba-8581d8591529","keyframes":{"transform":["scale(3)","scale(1)"]},"delay":0,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-4b6c57e3-72bf-4017-a620-fafa561ca553","keyframes":{"opacity":[0,1]},"delay":100,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-01fd8ce4-38d3-400d-85a9-2282f8183acd","keyframes":{"transform":["translate3d(-123.30098%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":100,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0fbdd3f8-4583-4571-9c5c-49918b42a3a9","keyframes":{"opacity":[0,1]},"delay":2500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b3328153-bf2f-4bce-9d88-7d30febf2ddd","keyframes":{"transform":["translate3d(0px, 148.82773%, 0)","translate3d(0px, 0px, 0)"]},"delay":2500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-7d94de73-1d40-4c5b-be2a-729e296a9d85","keyframes":{"opacity":[0,1]},"delay":750,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-e431001a-e504-4304-a60b-4734246d66c2","keyframes":{"transform":["translate3d(0px, 211.00114%, 0)","translate3d(0px, 0px, 0)"]},"delay":750,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-804c921c-e400-45c8-baa9-e0005b7d0fe8","keyframes":{"opacity":[0,1]},"delay":2550,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a1390e7c-1edb-401b-82f1-46bd6f0e4f9b","keyframes":{"transform":["translate3d(0px, 143.32316%, 0)","translate3d(0px, 0px, 0)"]},"delay":2550,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Burst Burst

Revenue picks up.

[{"selector":"#anim-731a6b5d-343b-4522-aa9a-a71b7b8cf1e7","keyframes":{"opacity":[0,1]},"delay":500,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-1027b2b7-d900-45ca-87f5-23c9e2ad0fbb","keyframes":{"transform":["translate3d(-115.18988%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-9ce444aa-ceab-4923-bcea-9012918ad933","keyframes":{"opacity":[0,1]},"delay":5500,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-5cbef49f-569f-4fab-a922-b06fd3d48117","keyframes":{"transform":["translate3d(115.55555%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":5500,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ecdcc04f-a4fe-439b-b87e-e282853a47e1","keyframes":{"opacity":[0,1]},"delay":0,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a6e7b8fe-a972-4525-9d75-ab0765474c48","keyframes":{"transform":["rotate(-326deg) translate3d(77.52294%, 0px, 0) rotate(326deg)","rotate(-326deg) translate3d(0px, 0px, 0) rotate(326deg)"]},"delay":0,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-19779dc4-3876-4460-a2cc-423e2f52cafc","keyframes":{"opacity":[0,1]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-25420455-ca28-497e-b3c6-32621eae6f67","keyframes":{"transform":["translate3d(-115.18988%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f3a481ca-e365-4dd1-8c1c-7e4c7896dc75","keyframes":{"opacity":[0,1]},"delay":2500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2bc913ef-09df-4eed-b87c-dbc0ed2254ef","keyframes":{"transform":["translate3d(-115.18988%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":2500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8127597a-5b30-4318-9846-23c197193bd7","keyframes":{"opacity":[0,1]},"delay":3500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-104ab86e-f2ea-4d8d-ac42-9d04619f2672","keyframes":{"transform":["translate3d(-115.18988%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":3500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8cfe0888-4553-4349-84dd-be704aa66317","keyframes":{"opacity":[0,1]},"delay":8500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-af7e9859-acd8-4a74-9821-e6add67ca459","keyframes":{"opacity":[0,1]},"delay":250,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-7b602457-9851-4ac8-b525-3a12b21f7c30","keyframes":{"transform":["translate3d(139.13044%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":250,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-bcd62132-5f7f-46c0-8657-e68279e74794","keyframes":{"opacity":[0,1]},"delay":6500,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ddfced1d-547b-4ca3-bfff-188b5ab77b8d","keyframes":{"transform":["translate3d(115.55555%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":6500,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2248dce2-8108-4a02-ba8a-6a44a1b95110","keyframes":{"opacity":[0,1]},"delay":7500,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8811b0d4-75a6-4dd2-bce5-c9c7a1e0874f","keyframes":{"transform":["translate3d(115.55555%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":7500,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Source: CNBC Make It (2025)

Years of high returns

[{"selector":"#anim-794a7397-39b5-49e7-8274-8fc0b9917714","keyframes":{"opacity":[0,1]},"delay":1500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b7bf3323-e2fc-4866-a76a-ae0aa0c01b36","keyframes":{"opacity":[0,1]},"delay":2500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-59cf9cc1-154b-4ede-b7b9-d40d32b4255d","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] White Dotted Arrow

What do we learn?

[{"selector":"#anim-f08f8e40-868b-4091-8832-5dc0a83228d9","keyframes":{"opacity":[0,1]},"delay":2000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-e21c9cf4-27a8-49ad-be83-7109fdaf6f20","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b901b623-f165-4bcb-bc27-5d2356be288e","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b1a7cbe5-4e2a-4b4d-b971-d855b1d67e25","keyframes":{"transform":["translate3d(115.18987%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-88c71b09-b902-49e8-bbd8-28d7d74f4d23","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-5429916a-7c07-4350-b28a-e155741fddbb","keyframes":{"transform":["translate3d(-115.18988%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}]

Spend on trust.

[{"selector":"#anim-fbf6d110-c368-4fce-9b7a-f52f0698ffb3","keyframes":{"opacity":[0,1]},"delay":7750,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-aad5ea31-04ec-48d8-8b6e-76353dc4df0b","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-741e1bcc-3f44-412b-a9ad-c574f6c6b18d","keyframes":{"opacity":[0,1]},"delay":9000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f2bb1077-6494-4f0e-9abe-27b09e1920f1","keyframes":{"opacity":[0,1]},"delay":1750,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c8078995-7623-4777-b651-b2450b735836","keyframes":{"opacity":[0,1]},"delay":3000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-5a2ba8df-4d0e-42ba-9446-77804937898c","keyframes":{"opacity":[0,1]},"delay":4750,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-805a4530-2d77-41da-a5e3-3a67ae2758e1","keyframes":{"opacity":[0,1]},"delay":10750,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d92ef293-9ed6-49cf-929a-2c9d5c238d4f","keyframes":{"opacity":[0,1]},"delay":6000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

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The Growth Leak Series — Ep 02

How

Suspending

Sales

Helped

Branch Basics

Long-term

Common Product Story

Common Product Story

High traffic.

High traffic.

Low conversions.

Low conversions.

Users visit.

Browse.

Disappear.

It's wasted opportunity.

It's wasted opportunity.

This isn't churn.

even begins.

before it

Potential revenue dying

The transparency risk that paid off

Episode 2: Branch Basics

Eco‑ friendly

cleaning products.

2015.

$2M in annual sales

Rapid growth

All good

ingredient disclosure

Customers demand

Except

one problem

Except,

one problem

their vendor's

secret

secret

business

business

But founders don't know ...

Vague

ingredient

labels

=

Credibility

at risk.

The Leak:

Branch Basics can still

keep selling.

But founders make

a bold decision.

The brand

halts all sales.

Restarts

from zero.

The Fix:

Runs tests

Builds formulas.

Spends 18 months.

Builds its own

proprietary

blend.

June 2017

with full transparency

with full transparency

Brand relaunches

Brand relaunches

Revenue picks up.

2M returns.

Grows 17x in

next 6 yrs

By 2023

34 million

2M becomes

Years of high returns

Years of high returns

18 months of shutdown.

What do we learn?