CROSSNET Update: We've Expanded Into The Australian Market and Are Now Present In Over 3,000 Retail Stores
This is a follow up story for CROSSNET. If you're interested in reading how they got started, published over 4 years ago, check it out here.
Hello again! Remind us who you are and what business you started.
Hey everyone, Greg Meade here, co-founder and CEO of CROSSNET. Excited to give the world an update on the fastest growing backyard game in the world! If you haven’t seen CROSSNET, make sure you check it out here.
We have an array of products now that have filled out within our four square portfolio and tons of international buzz now that’s allowing us to expand and keep the game going worldwide.
Tell us about what you’ve been up to. Has the business been growing?
We will be in over 3000 retail doors this year with new and old products, and we haven’t been more thrilled.
Since the last time we were on Starter Story, we’ve released a few other SKUS such as CROSSNET Portable, Soccer, and Pickleball. They have been a smash hit, especially our Pickleball version. We just started penetrating the hottest growing sport in Pickleball by creating our signature four way net version (like our signature volleyball version). You simply play with the same rules as CROSSNET, but with a paddle and ball. Players must let the ball bounce in each square before returning back to another square, very similar styles to working on your “kitchen” finesse and dink shots.
Besides the newer models we’ve released, we’ve recently launched in Australia and we have exploded there faster than we ever thought. We took all our learnings and growth levers from the United States and implemented them into the Australian market. Our pool version of CROSSNET can not stay in stock! We’re already looking forward to the next Aussie summer!
Since we’re seasonal, we’ve learned to adapt even better than before by expanding our retail presence and really hunting for new stores during our slow seasons and getting things lined up. We will be in over 3000 retail doors this year with new and old products, and we haven’t been more thrilled.
Generating more and more UGC content is still our bread and butter for organic and paid across TikTok, Facebook, Instagram, YouTube, Twitter, etc. We’ve tried a few high-quality founder videos and product shoots, but nothing seems to bring the traffic in like our own customers taking content for us. We’ve been creating multiple accounts and posting numerous times a day on each account with all of the new content we get. Some posts go viral and hit a few million views every once in a while. It’s great to see our content have the ability to hit the masses and get picked up from ESPN every now and then.
With a company like ours, our lifetime value for each customer is really difficult to stack up. At the end of the day, we want them to play our games for decades and decades, but providing new and innovative products is what we like to do. We’re hoping our CROSSNET Volleyball customers will make their way to Soccer, Pickleball, or to the Pool. If you love four squares, you should love four squares in all forms!
What have been your biggest challenges in the last year?
Between working with cash on hand, seasonality, net 30-90 terms, and the inconsistency of the marketing landscape right now, it’s been a challenge to scale with the smoothness as we once did before. DTC paid media is extremely hard now compared to how it was over a year ago. Every day, tweaks and changes are needed to be done. Funneling in new and consistent content has been a big factor in why our performance stays hot.
This year, we’ve made some budget changes and cuts that have made the founders gel like we used to when we first started. It’s a great and motivating feeling to get control back of all our systems and operations, rather than worrying about managing individuals or other parts of the business that weren't our skill set. With that being said, running your own warehouse is A PAIN! Do not do this UNLESS it’s seamless. We shut ours down after 4+ years and it was the best thing to do, especially to our P&L…
What have been your biggest lessons learned in the last year?
Some things to learn are in the retail space. Most people are just entering this for the first time. Be careful when working with large accounts; paying your purchase orders with your own cash and creating (too much) inventory too early can put you in a tricky situation later down the road. We’ve done both!
Sam’s Club wanted a certain amount of exclusive products for a certain date, but due to unforeseen situations, they cut the order in half! We ended up creating this exclusive product to the quantity they wanted in the first place and stuck with exclusive products at our facility for over a year plus.
What’s in the plans for the upcoming year, and the next 5 years?
We’d like to expand our business to the Middle East and South America this year. We think it’s a realistic goal, but need to find the right partner that shares the same vision. There are lots of pools, and soccer and volleyball fans in these areas!
If you haven’t seen it too, we just launched our new business Good Sport with YouTuber Danny Duncan. Dozens of new innovative products coming within the next year or so! Excited for the world to see what we have in store.
What’s the best thing you read in the last year?
Honestly, if you are taking a second out of your day, watching some Danny Duncan or Theo Von can make your day better. Some humor and fun will lead to better results!
Advice for other entrepreneurs who might be struggling to grow their business?
Keep the team lean, don’t overhire, and don’t over-install useless Apps. Focus on the part of your business that is working and double down on it. Sprinkle on the other areas later on.
Where can we go to learn more?
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
