Duett

How Allea Turned an Email Strategy into a $250K Revenue Machine

Founded By

Allea Grummert

Monthly Revenue

$20.8K

Starting Costs

$5K

Founders

Profitable

Yes

Year Started

2018

Customer

B2B & B2C

Founded By
Allea Grummert: Monthly Revenue
$20.8K: Starting Costs
$5K

Founders
1: Profitable
Yes: Year Started
2018

Customer
B2B & B2C

Who is Allea Grummert?

Allea Grummert, founder of Duett, hails from Nebraska and studied advertising and history at the University of Nebraska. Before starting Duett, she gained marketing experience as a production coordinator at a video production company and ran her own personal finance blog, which sparked her passion for email marketing.

Allea Grummert, founder of Duett

What problem does Duett solve?

Duett helps bloggers who struggle with email marketing create impactful email strategies that boost engagement and sales, saving them time and frustration.

How did Allea come up with the idea for Duett?

Allea Grummert came up with the idea for Duett from her experience managing a personal finance blog and noticing her knack for email marketing. While juggling her day job, she started AskAllea.com, which taught her the ropes of online marketing. Through this venture, she discovered a special affinity for email marketing, noting its stability and impact compared to other marketing forms.

Intrigued by her newfound passion, Allea pursued formal training by investing in an Email Marketing Mastery Incubator. This program not only provided her with the necessary skills to confidently manage email marketing strategies but also helped crystallize Duett's core service: the email strategy playbook. This training refined her understanding of the field, gave her the blueprint to launch her specialized service, and highlighted the value of packaging services to streamline processes, like creating proposals.

Allea also learned that personal interests and innate skills often point towards lucrative business opportunities. She realized that building her business around email marketing—something she enjoyed and others found challenging—was key. The lesson of trusting her strengths and the insights gained from her training played significant roles in forming Duett, shaping it into a business that effectively serves an underserved niche.

How did Allea build the initial version of Duett?

Allea Grummert built Duett by investing $5,000 in the Email Marketing Mastery Incubator program, which equipped her with essential skills in email marketing and business operations. This investment allowed her to develop Duett’s core offering, the Email Strategy Playbook, transforming her approach into a streamlined, productized service. The first iteration of this productized service likely underwent several refinements to optimize its effectiveness and delivery. Allea faced challenges in defining the service and confidently navigating client interactions, but the incubator helped her refine these skills and strategies. It took Allea approximately six years to grow Duett into a business generating over $250,000 in annual revenue, primarily through consistent development and refinement of her productized service.

What were the initial startup costs for Duett?

Incubator Program: Allea invested $5,000 in an incubator program designed to enhance skills in email marketing and business management.

What was the growth strategy for Duett and how did they scale?

Events

Duett leveraged participation in events and conferences as a key growth strategy. Allea Grummert, the founder, attended relevant industry events like FinCon where bloggers gather — the ideal audience for her email marketing services. By speaking at workshops and networking with attendees, she was able to directly engage with potential clients who were likely to need help with email marketing. This strategy worked because being present at these events allowed her to showcase her expertise, making a direct appeal to her target market.

Why it worked: By attending and speaking at events where her target audience congregated, Allea could engage directly with potential clients. This direct interaction built trust and allowed her to demonstrate value, resulting in new client acquisitions.

Relationships

Allea has built Duett around strong, meaningful relationships. She invests in clients by providing exceptional service and personalized advice, leading to word-of-mouth referrals — a powerful acquisition channel. Her dedication to nurturing relationships ensures satisfied clients who enthusiastically refer others to her services.

Why it worked: Allea's focus on relationship-building leads to organic growth through customer referrals. This word-of-mouth marketing is effective because people tend to trust recommendations from those they know. Her clients feel valued and respected, which strengthens their loyalty and willingness to refer others.

Media

Appearing as a guest on niche podcasts has been another successful growth channel for Duett. Allea participated in podcasts relevant to her audience, like the Food Blogger Pro podcast. These appearances provided steady leads from interested listeners who align with her target market.

Allea Appearance on the Food Blogger Pro Podcast

Why it worked: Niche podcasts allowed Allea to reach a highly targeted audience at minimal cost. The listeners of such podcasts are often engaged and ready to seek services related to the podcast topics, making them ideal prospects for Duett's email marketing strategies. Her interviews provided valuable insights to the audience, establishing credibility and attracting new leads.

What's the pricing strategy for Duett?

Duett primarily uses a high-end pricing strategy with services like the "email strategy playbook," costing up to $2450, focusing on tailored email marketing solutions for bloggers.

Email Strategy Playbook By Allea

What were the biggest lessons learned from building Duett?

Productize Your Service: By creating a clear, packaged offering like the "email strategy playbook," Duett streamlined its pitching process, enabling quicker client acquisition and eliminating time-consuming custom proposals.
Leverage Existing Networks: By participating in events and conferences like FinCon, Duett successfully connected with its target market. This strategy not only attracted clients but also provided valuable feedback that helped refine their approach.
Value Long-term Relationships: Focusing on building and maintaining strong relationships with clients resulted in high referral rates and repeat business, highlighting the importance of investing in people.
Invest in Professional Growth: Allea's decision to join an incubator program provided her with essential skills and confidence, illustrating the long-term benefits of investing in professional development for business success.
Adapt and Thrive: Duett's growth was supported by adapting strategies based on feedback, such as starting a niche podcast, demonstrating the significance of being open to change and innovation.

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