Our marketing budget is relatively small, around $50 million a year, and we often take advantage of opportunities like billboard inventory to maximize our reach without overspending.

Communicating how funds are allocated helps maintain a scrappy ethos while ensuring that spending aligns with company priorities.

Not having a lot of money forced us to innovate and focus on making every dollar count, which ultimately helped us grow faster than competitors who had more funding.

When we hired our first CMO, we shifted to a more professional marketing approach, which included experimenting with various campaigns.

We focused on one approach rather than spreading our resources too thin, which is a key takeaway for startups.

It's essential to track unit economics closely, especially in businesses with thin margins, to optimize costs and focus on advertising channels that attract high-revenue, low-cost customers.

I believe in investing in fewer people for marketing rather than trying to reach everyone; this focused approach can yield better results.

We chose not to spend money on marketing but focused on public relations, which resulted in significant media coverage, including an article in the Wall Street Journal.

Experimentation is key in marketing. Test different strategies, validate what works, and be willing to discard what doesn't. This approach allows for continuous improvement and adaptation to market needs.