Introducing HSR CAse studies: breaking down the business of consumer brands
SESSION #1: ALO YOGA
The First HSR case study delivers a masterclass in the finance of starting, building, and sustaining a profitable consumer business using alo yoga as our case study.
what we'll cover
We've built consumer businesses from $0 to $300M+ in revenue and built an audience of over 170,000. We know what works and what doesn't. The Masterclass will walk you through our expert POV and case study on Alo Yoga and the things you need to understand to start or scale a profitable online consumer business.
In 90 minutes we will cover:
The Basics of understanding the financial health of consumer brands
How you build a $1B without VC money in a saturated Market
How we built the Alo Yoga case study & Model
the building blocks for you to develop a financial model for your consumer business (CAC, LTV, Cohorts, Growth)
what you'll receive
OUR ALO YOGA & CONSUMER MODEL
To see the breakdown and Use It to build a model for your consumer business.
FINANCIAL CHECKLIST
With the Top 5 Things you need to understand to start or scale a profitable online consumer business.
A UNIT ECONOMIC CALCULATOR
To make sure that every order in your business is profitable.
Who Is The Session For?
Aspiring or early stage entrepreneurs/Founders
Aspiring and established investors (Angel or VC)
Consumer brand operators across Functional Teams (Ex. marketing, operations, or finance)
B2B partners in the startup ecosystem looking to gain a better understanding of their potential clients
Anyone who is startup curious
coming soon
value of over $1,000
who teaches The session?
the panel
Maggie and Katie Sellers are investors, former brand operators at high growth startups, and employees at Fortune 500s and can rely on first-hand experience, expertise and connections to advise On making thoughtful decisions about starting, building, and sustaining a profitable consumer business.
Maggie Sellers
investor & ENTrepreneur
Maggie Sellers is a Los Angeles based angel investor and syndicate lead, media entrepreneur and creator that sits at the intersection of entertainment, brand, and early-stage consumer startups.
After pioneering Angel Investing and Private Market Investing Tok as a content creator on TikTok, she founded Hot Smart Rich Media, a digital media company that empowers startup founders, investors, creators, operators and other aspiring knowledge workers with real business insights by cutting out the boys club bullshit and getting real about what it takes for women to dominate in a man’s world.
Maggie is the co-founder of HSR Ventures, an early-stage consumer syndicate that invests $150K-$1M into some of the fastest growing consumer products, services and technology including De Soi, Sydecar, Mixlab, and Ohza.
With deep roots in the early-stage ecosystem, Maggie has angel invested into some of the most sought after consumer deals including Allara Health and Deux and is the secret deal maker behind some of your favorite consumer equity brand partnerships for her advisory companies including Nudestix, Futuremood and Ohza.
Formerly, Maggie worked as a venture-backed startup operator, entertainment executive and corporate venture capitalist. She received her Bachelors in Management and Organizational Science at The University of Western Ontario.
Maggie has worked at
The hour spent with Maggie was invaluable for my business and for me, personally. She gave me unbelievable advice and creative ideas for my business as well as the support and encouragement I needed as a solo female founder. Don't hesitate to book your session, the small upfront investment will reap 10x the benefits shortly after.
Krysta, Founder and CEO, Aisling Organics
she has been seen in
Katie Sellers
CHARTERED ACCOUNTANT, INVESTOR & ENTREPRENEUR
Katie Sellers, CPA, CA, is a Toronto based investor and entrepreneur. She is the Co-Founder and a General Partner of HSR Ventures. She also acts as a Founding Partner and Chief Operating Officer of Hot Smart Rich Media. Prior to Founding HSR Ventures, Katie was the VP of Finance and executive team member at Mejuri, a Series D venture-backed fine jewelry direct-to-consumer e-commerce business.
Before Mejuri, Katie worked at WonderFi as the Director of FP&A and at Ernst & Young, in Toronto and San Francisco, as part of their assurance and transaction advisory groups serving large public technology clients. In 2020, Katie was named as a CPA Ontario Emerging Leader. The Emerging Leader Award recognizes the professional and philanthropic contributions of Ontario’s young CPAs, aged 34 and under. As an Emerging Leader, Katie is passionate about innovation and esteemed for her strategic insights and leadership skills.
She received her Honours in Business Administration at The Richard Ivey School of Business at The University of Western Ontario.
Katie has
$150M
Raised over $150M in equity and debt financing for a venture backed consumer brand.
$300M
Scaled a consumer brand from $25M to $300M in revenue over 4 years.
$1.3B
Increased the valuation of a consumer brand to $1.3B and achieved Unicorn status.
KATIE HAS worked at and with clients from
I spent an hour with Katie reviewing the unit economics of my products as I was setting my fundraising strategy for my friends and family round. She was able to provide me with a unit economic calculator to understand the fully burdened cost of manufacturing, importing, warehousing, selling, and shipping my products to the end customer to ensure I was fundraising the appropriate amount of $s and could speak to financial questions from potential investors.
Amy Welsman, Founder and CEO, PAUME
breaking down the business of consumer brands
the session: ALO YOGA
coming soon
FAQ
HOW LONG IS THE SESSION?
It's 90 minutes long. WHAT WILL I RECEIVE?
You'll receive a 90 minute masterclass delivered by Maggie and Katie Sellers as well as a download of our Alo Yoga model, a financial checklist, and a unit economic calculator. The downloads are yours to keep forever! They will be delivered in the masterclass.
ARE YOU AFFILIATED WITH ALO YOGA?
No, we are not affiliated with Alo Yoga. Any brands mentioned in the masterclass or materials are for informational purposes only and do not imply or constitute any official endorsement of any third party’s products or services.
WHAT IS THE FINE PRINT?
The strategies outlined in this session may not be suitable for every individual, and are not guaranteed or warranted to produce any particular results. No warranty is made with respect to the accuracy or completeness of the information contained herein, and both the authors specifically disclaim any responsibility for any liability, loss or risk, personal or otherwise which is incurred as a consequence, directly or indirectly, of the use a application of any of the contents of this Session.
Absolutely none of the suggestions are to be considered legal, investment, or tax advice. Please remember this and check in with an IRL financial advisor if you feel you need to. Remember that building businesses and investing is never without risk! Relevant laws vary from state to state.