is a wellness brand that exists to optimize your energy, mood, immunity, and
gut health. Their flagship product, The Mushroom Latte, uses just a small
amount of cold brew coffee as a flavor profile to deliver the true medicine
underneath: functional mushrooms, collagen, and nootropics that
contain 3x less caffeine than a normal coffee.
They recently celebrated one full year in business. And while Everyday Dose
is proud of how much they've accomplished, it's focused on improving
customer and product experience.
Subscriptions are at the top of that list, building a model that works
financially and operationally smooth for their business. We caught up with Jack Klauber, Everyday Dose's CEO, about:
How to deal with losing customer lifetime value when products don't
Why excellent customer experience is the linchpin to building a thriving
Leveraging word-of-mouth as a growth tactic rather than relying solely on
"Using Recharge was a nightmare for us; we knew we had to make a change. As
a single-product brand, we're building the right foundation by using Skio
for subscriptions as we scale our business."
When Customers Do the Talking For You
Everyday Dose primarily sells direct-to-consumer. While they have a handful
of wholesale accounts, nearly all of their customers funnel in from Facebook
More important than spending money on the algorithms, though, Everyday
Dose's most successful growth hack has, and always will be, word-of-mouth
marketing on those apps.
"We've already cultivated a strong customer base using referrals," said
Jack. "Our customers are great about mentioning us on Instagram or sharing
us with their friends and family who are trying to reduce caffeine intake
and become healthier. It's something that compounds for us."
"We spend thousands of dollars on Facebook and Instagram, and so it's
important to retain every single one of the people that we bring on. That’s
our north star.”
Recharge: Lost Data & Login Headaches
Everyday Dose initially started using Recharge, a subscription app DTC
brands use to manage their customer subscriptions. Unfortunately, it created
more problems than solutions for them. Jack and his team experienced:
Missing data: On ongoing occasions, customer credit card information would disappear
from the platform, leading to lost sales.
Login issues: Broken links, 404 error pages, and confused customers became a common
As a result of these technical issues, Everyday Dose was bleeding dollars
and losing customers. And for a high-growth startup with a small team, they
were constantly responding to customer tickets, losing their most precious
"Answering redundant questions from our customers was eating our most
precious hours. We wanted to push more products, and the last thing we
needed was to be dealing with unnecessary technical errors every
Making the Wrong First Impression with New Customers
Beyond the lost time and capital, Everyday Dose knew they might be losing
trust with their customers. In Jack’s words, trust and brand equity are
extremely valuable for DTC merchants.
More specifically, customers who were happy with our product were suddenly
at risk because of a poor user experience. Despite spending large amounts of
money acquiring customers, those customers would ultimately churn if they
didn't have a stellar subscription experience.
"As a customer, when you experience consistent technical issues, it can
ruin the brand's reputation. It's a noisy world, and a good reputation is
everything when a million brands are selling to you."
Enter Skio: A Streamlined Approach to Subscriptions
Finally, Everyday Dose transitioned over to Skio, and they haven't looked
back. Since migrating over, they have experienced fewer customer service
Spending less time resolving tickets means they can spend more time
Push subscriptions to customers without worrying the product will
Explore new landing pages and A/B test other growth channels like SMS and
Invest in product development to upsell happy and loyal customers
Everyday Dose has been thrilled with Skio's responsiveness when they need
support. According to Jack, Skio implemented over seven feature requests for
the ED team in just six weeks.
"The Skio team listens to their customers' needs, is quick to make changes,
and consistently launches new features based on customer