The last time host Eric Bandholz discussed his company in an episode was in July. Things were close to their worst. He had furloughed his team for a month. But now the team is back to full-time. His strategy is focusing on Facebook as an acquisition channel. He switched the company's Facebook marketing approach from multi-phase testing to bid caps.He made the change at the beginning of October, and he's seeing cost per acquisition fall in line with profit expectations. The downside is that there are only a few conversions daily due to the negligible budget. Beardbrand is now at a breakeven profit-wise. That's not what he expected after 11 years, but he has "come to terms with the fact that this is essentially a new business. I have to look at Beardbrand from a startup perspective. What worked for us when we launched in 2012 is entirely different than now."It's a new beginning for a venerable, 11-year business, as told here in an admirably transparent manner.For an edited and condensed transcript with embedded audio, see: https://pec-ly.com/?6pO3For all condensed transcripts with audio, see: https://www.practicalecommerce.com/tag/podcasts******The mission of Practical Ecommerce is to help online merchants improve their businesses. We do this with expert articles, podcasts, and webinars. We are an independent publishing company founded in 2005 and unaffiliated with any ecommerce platform or provider. http://www.practicalecommerce.com

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