Founder case study / Upstart Epoxy
A business built.
A perspective earned.
Dylan cofounded Upstart Epoxy in March 2020. Eighteen months later, the business was acquired by a private-equity-backed manufacturer. Here’s how the marketing connected.
Dylan’s roleCofounder & operator
A real person. A real project.
A product people could understand.
Connecting the decisions
The marketing started
with the product.
We studied what customers disliked about competing products, then used those frustrations to shape the offer. The premium positioning and pricing were deliberate: the business needed enough margin to fund customer acquisition.
Show the product doing its job.
The first hero ad showed a hobbyist working on a real project in his garage. It gave customers a concrete picture of what they could make. That demonstration became an important part of the acquisition effort.
Make the next decision easier.
Landing pages answered objections. Bundles connected products to larger projects. Email flows and bundled courses helped customers move from a first purchase to their next project.
Keep the pieces working together.
Paid media, content, the website, and retention all supported the same offer. The lesson wasn’t that one channel solved everything. It was that the business worked better when the decisions connected.
What this means for you
Experience that sees
beyond the ad account.
That’s the perspective Dylan brings to Pondir: understand the business, find the right priorities, and lead the work across the pieces that matter.
This is Dylan’s experience as a cofounder of Upstart Epoxy, not a fractional CMO client engagement. Figures describe that business’s historical results and are not a forecast or guarantee for other businesses.
See how Pondir can helpYour next chapter
Let’s give your
marketing some direction.
Tell me where you are. Let’s work out what comes next.