Number
Kettle & Fire + Perfect Keto did over $100M combined in 2019
Justin Mares reveals that his two DTC food/supplement brands, Kettle & Fire (bone broth) and Perfect Keto, did north of $100 million in combined revenue in 2019.
$100M
Combined annual revenue of Kettle & Fire and Perfect Keto · USD/year
“that's not cumulative. You know, we stopped sort of disclosing revenue numbers recently, but I can say in 2019, like, the two businesses combined did north of $100 million.”
Story
Kettle & Fire was validated by 2,000 monthly 'buy bone broth' searches
Justin Mares validated Kettle & Fire before building by checking the Google AdWords keyword tool: ~2,000 people/month searched 'buy bone broth online.' At a 10% conversion and ~$50 orders, that math suggested a viable side hustle, which is why he launched.
“there's 2,000 people a month looking for like buy bone broth online. And so if we can be the supplier that will sell you bone broth online, like, you know, assuming we convert like even 10% of those people, 200 orders, $50 a month, like, you know, that's a pretty material side hustle.”
Steal thisBefore building a product, multiply monthly search volume by a conservative conversion rate and order value to size the opportunity.
Number
Kettle & Fire + Perfect Keto at $100M+ run rate
Shaan notes that Justin Mayer's two keto products, Kettle and Fire and Perfect Keto, are at a combined $100 million-plus run rate per his website.
$100M
Combined annual run rate · USD/year
“he says he's at $100 million plus run rate for his two products, for Kettle and Fire and Perfect Keto.”