Bootstrapping an Online Mattress Brand to $168 Million: Ricky Joshi and Ron Rudzin, Co-Founders of Saatva Mattress (Part 5)

Sramana Mitra: One of the results of this increased competition is that Google keyword pricing goes up significantly. Ricky Joshi: Absolutely. Sramana Mitra: You’re a high-ticket item, so I suppose you have lots of headroom to spend on customer acquisition. Still, everybody in that space does have that kind of headroom, so the bidding war

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Bootstrapping an Online Mattress Brand to $168 Million: Ricky Joshi and Ron Rudzin, Co-Founders of Saatva Mattress (Part 4)

Sramana Mitra: You’re saying that from your Google PPC, you would target only the region that is close to your manufacturing and distribution centers? Ricky Joshi: Yes. Sramana Mitra: How much of this did you launch with in 2011? Ricky Joshi: Are you asking which market? Sramana Mitra: Yes.

Bootstrapping an Online Mattress Brand to $168 Million: Ricky Joshi and Ron Rudzin, Co-Founders of Saatva Mattress (Part 3)

Sramana Mitra: Are you selling your own branded mattress? All this calculation that you did about the raw materials, did it lead you to the decision to do your own branded mattress? Ricky Joshi: We were always going to create our own brand. That was part of the whole operation. You look at the history of

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Bootstrapping an Online Mattress Brand to $168 Million: Ricky Joshi and Ron Rudzin, Co-Founders of Saatva Mattress (Part 2)

Sramana Mitra: 2010 was when you decided to launch the company. Ron Rudzin: That’s correct. Ricky Joshi: It was a soft launch. We got kickstarted towards the tail-end of 2010. Sramana Mitra: Talk to me about the very beginning. What is a soft launch? What were you doing in 2010? What were you trying to

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Bootstrapping an Online Mattress Brand to $168 Million: Ricky Joshi and Ron Rudzin, Co-Founders of Saatva Mattress (Part 1)

    Ron and Ricky have built a luxury mattress brand online. Learn how. 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? Ricky Joshi: I’m from Columbus, Ohio and went to Dartmouth for undergraduate. I went on

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