From Zero to £80 Million: How Doing the Ordinary Exceptionally Well Built an Unstoppable Business
Seven years ago, Must Have Ideas started with just three people packing orders around a dining table. Fast forward to today, the company has grown to over £80 million in turnover, employing more than 200 people and moving into a new 250,000 square foot HQ in Kent (source).
Data Over Opinion
Must Have Ideas attributes its success to a relentless focus on the fundamentals, particularly in testing and measuring everything from marketing to customer service responses. The company prioritizes data over opinion, making decisions based on evidence rather than instinct. This commitment to data-driven strategies has been a key factor in their growth.
Our Website “Shouldn’t Work”
Contrary to conventional e-commerce wisdom, Must Have Ideas discovered that their customers prefer long-form content and detailed explanations before making a purchase. Despite being advised to shorten their pages, the company trusts their data and continues to provide in-depth information to educate their customers effectively.
Customer Obsession, Not Customer Focus
Must Have Ideas prides itself on being customer-obsessed, going above and beyond to serve its customers. From VIP programs to exceptional customer service, the company prioritizes customer satisfaction at every touchpoint. This dedication to customer experience has led to high retention rates and loyal customers who trust and value the brand.
Doubling Down on What Works
The company’s success also stems from doubling down on strategies that have proven effective, such as creating authentic content and founder-led ads. Must Have Ideas understands the importance of brand consistency and performance-driven approaches, even if it means embracing uncomfortable truths like maintaining high-converting but visually unappealing product pages. By focusing on the entire process and ensuring all aspects work together seamlessly, the company has achieved remarkable growth.
As Must Have Ideas continues to expand into new categories and territories, its commitment to doing ordinary things exceptionally well remains unchanged. The company’s journey serves as a reminder to focus on data-driven strategies, prioritize customer satisfaction, and consistently deliver high-quality experiences to drive success in business.
