Jack Benzaquen founded Duradry to provide solutions for people who experience excessive sweating. In the process he created a product that has rescrambled the very full DTC deodorant playing field and has been massively profitable year-over-year. Jason interviews him about his product development and marketing in this upbeat episode.

In this week’s episode of Ecommerce Building Blocks, Jason invited Jack Benzaquen onto the show to unpack how Duradry became so profitable in the already saturated deodorant market. The answer: when you’re going into a competitive space - go deeper. Jack did his research, found an unexplored niche in the market, and deployed all of his business acumen toward solving a specific problem for consumers. He used visual marketing and customer testimonials to stand out, and has been extremely profitable year-over-year. He and Jason discuss this as well as early investment models for CPG businesses and why going all-in and quitting your job should also have some data to back it up.

Topics Discussed:

• Changes in the DTC consumer packaged good landscape over the last two decades
• The importance of not waiting too long to launch
• The concept of iterative product development
• The importance of not being afraid to start
• Investing in founders and ideas vs investing in the perfect product
• Optimizing for cost vs optimizing to solve a specific problem
• Standing out in saturated markets by finding your niche
• The formula: find your niche, dominate it, then use messaging to expand
• Why UGC’s are best for products that claim to solve a problem
• The trigger for Duradry’s astronomical year-over-year growth
• How to mitigate risk when putting all of your eggs in one basket
• Jack’s hot take on VC’s

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