From Toilet Paper to $100M, The Story of Who Gives A Crap | # 8
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From Toilet Paper to $100M, The Story of Who Gives A Crap | # 8
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Danny Alexander, co-founder and Chief Product and Purpose Officer of Who Gives A Crap, shares how a cheeky name, clever packaging, and an audacious mission turned a humble household product into a $100M brand. The team bootstrapped for nine years, then cracked growth by treating every touchpoint as marketing and by learning to land initiatives, not just launch them. Highlights include the infamous 51-hour toilet livestream that powered their IndieGoGo debut, and why donating 50% of profits builds real retention and trust. Danny also breaks down the pivot from a multilingual EU push to a focused Canada relaunch and how DTC plus selective retail keeps the brand experience tight.
More Hot Takes Big Stakes Instagram: www.instagram.com/hottakesbigstakes/
TikTok: www.tiktok.com/@hottakesbigstakes/
More on Danny Alexander
LinkedIn: https://www.linkedin.com/in/dalexdalex
“Who Gives A Crap” Website: https://us.whogivesacrap.org
More on Natalie Holloway: Personal Instagram: www.instagram.com/natalieholloway/
“Bala” Instagram: www.instagram.com/bala/
“Balacize” Instagram: www.instagram.com/balacize/
Substack, “Working Out in Heels”: natalieholloway.substack.com
Book a 1-on-1 Call: intro.co/NatalieHolloway
More on Lana Elie-Meyers:
Personal Instagram: www.instagram.com/lanaelie/
LinkedIn: www.linkedin.com/in/lana-elie-875b383a/
00:00 Intro
00:49 Danny’s background in industrial design and social impact
05:12 The name “Who Gives A Crap,” testing and why it stuck
08:20 Packaging as marketing, paper wrap insight
10:00 The stripe concept and present-style unboxing
11:35 Mission talk, 50% of profits to impact
15:56 Bootstrapping for nine years, why investors said no
16:53 IndieGoGo strategy and the $50K threshold
17:48 The 51-hour toilet livestream
24:58 Early UK retail moment and momentum check
26:18 “Everything is marketing,” touchpoints that spread
27:51 One big thing per year, the focus thesis
31:06 Second brand experiment and hard tradeoffs
34:53 Launch vs land, scaling lessons
36:10 Europe attempt, translation reality check
36:44 Pivot to Canada, partnerships and pre-launch plan
37:25 DTC first, selective retail like Whole Foods
52:31 Wrap up and call to action