691: Anastasia's $850K Brand Collapsed To $42K A Month - Then She Tripled It Herself

**Nathan Chan** (0:01)
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Welcome to Little Empires, brought to you by the team at Foundr. At Foundr, our mission is to support the next generation of e-comm founders. So while you may know us for interviewing some of the world's most successful entrepreneurs, this series is a little different. Little Empires shines a spotlight on the builders inside our own Foundr community. The entrepreneurs who are in the trenches taking action, learning and building their businesses in real time. These aren't overnight success stories. These are real journeys, real lessons and real founders creating their own little empires one step at a time. This podcast is proudly produced by the Foundr team to give our students a platform to share their experiences, wins, challenges, and honest realities of building a business from the ground up. Now, let's dive into today's episode. Anastasia, welcome to the show. Super excited to have you with us. For context for everyone, Anastasia is part of our new membership called Foundr Operators, and it's really a place where we help D2C founders scale.
You have to be doing at least closer to half a million dollars a year at minimum in revenue.
We have members that are all the way up to five, 10, 15, there's somebody doing 20 million a year in D2C, and we really help you grow and scale through Facebook ads, we're starting to do email marketing soon, conversion rate optimization, doing the full funnel. It's an amazing community, and Anastasia, we started this community in March, and I distinctly remember this call with Anastasia, because I do all the enrollments, we're taking it really serious how we grow this community, we're very thoughtful and intentional of who we let in. And I remember Anastasia, we had to do a couple of calls to really think about it, it was like, oh, I don't know about this. And you've been able to go on a really good run since March.

**Anastasia Chapman** (2:56)
I have, yes. I've been able to turn things around, which I'll tell you all about.
So happy New Year.

**Nathan Chan** (3:03)
Can we get like a one-liner, like where'd you go from where you started with us to where you are now?

**Anastasia Chapman** (3:08)
Yes, I feel like some context is involved, but last year we really started scaling through meta ads. I'm a solo founder. It's just me. And we went through a pretty brutal trademark infringement last year. So I had basically built this meta machine, had an amazing Black Friday. And then because of this trademark infringement, I had to legally change my name. We used to be called Lou Drops or Lou, change it to Louie and overnight turn our ads off and turn them back on with like a new logo, new brand essentially. And it rocked my business. So January was kind of okay and February and March were brutal. So I think when I joined in March, we'd had our lowest revenue month in over a year.
So I had to take back control of the person that was helping me run my ads and start running them myself, which I had never really done. And now we're doing at about like 120 a month.
And I'm trying to get to like $300,000 months by December. So we were finally, you know, the first couple of months of joining was really trying to understand my better account and how the structure of it and what I was doing and then start building it up.

**Nathan Chan** (4:20)
Yeah, that's amazing. And so you, when you come to us and when you started in March, you were doing like, I think it's like 50 grand a month?