Building a Mission-Driven Company from Sweden: Anders Ankarlid, CEO of A Good Company (Part 5)

Sramana Mitra: In terms of customer acquisition, what is working for you? Anders Ankarlid: We have a reward program. We have ambassadors that we don’t pay. If they like our products, they can get discounts. We are doing Google Ads and Facebook marketing. Facebook marketing has shifted a lot into being really competitive.

Building a Mission-Driven Company from Sweden: Anders Ankarlid, CEO of A Good Company (Part 4)

Sramana Mitra: What is your hottest selling product? Anders Ankarlid: Every new product that we are launching goes up as the new blockbuster. We have an assortment of stone paper notebooks. It’s a replacement for pulp-based stationery products. You take leftovers from the construction industry. You cross the stones. You make it into pellets and

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Building a Mission-Driven Company from Sweden: Anders Ankarlid, CEO of A Good Company (Part 3)

Sramana Mitra: What was the next step? How did you get to this company? Anders Ankarlid: I always had this sense that I will some day come back to e-commerce and bring all of the experience I have gained. Then in the summer of 2018, it was extremely hot in Europe.

Building a Mission-Driven Company from Sweden: Anders Ankarlid, CEO of A Good Company (Part 2)

Sramana Mitra: What was the trajectory of that group of e-commerce sites? Did you raise money? Did you bootstrap? Anders Ankarlid: This was very early on. This was pre-Facebook in Scandinavia. Most of the sales were related to price comparison apps.

Building a Mission-Driven Company from Sweden: Anders Ankarlid, CEO of A Good Company (Part 1)

Anders is passionate about climate change. His fifth venture is one that explores his passion for sustainability. Sramana Mitra: Let’s start at the very beginning of your journey. Where are you from? Where were you born, raised, and in what kind of background?