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May 31, 2024 • 1hr 9min
He Turned $300/mo Into $3,750,000/mo From GARDENING
My First Million
In this episode, Sam Parr interviews Kevin Espiritu, the founder of Epic Gardening, a rapidly growing e-commerce and media business in the gardening space. Espiritu started Epic Gardening as a hobby blog in 2013, but has since turned it into a $45 million per year operation through a combination of content creation, product sales, and strategic acquisitions.
He Turned $300/mo Into $3,750,000/mo From GARDENING
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Key Takeaways
- Kevin Espiritu, known as the "Plant Daddy", turned a hobby gardening blog into a $45 million per year e-commerce and media business called Epic Gardening
- He started by monetizing the blog through ads and affiliate marketing, then pivoted to selling his own physical gardening products after seeing high demand
- Espiritu made strategic acquisitions to expand the business, including a seed tray company and a competing gardening blog, leveraging his audience and distribution
- The Chernin Group invested $17 million in Epic Gardening, allowing Espiritu to take some money off the table while continuing to scale the business
- Espiritu believes in the power of "negative CAC" - acquiring customers through content creation rather than paid ads, making the business highly profitable
- He credits books and mentors like Ramit Sethi for shaping his mindset around leveraging services and outsourcing to maximize productivity
- Espiritu has faced some challenges with internet fame, including stalkers, but believes the upsides of building a large audience outweigh the downsides
Introduction
In this episode, Sam Parr interviews Kevin Espiritu, the founder of Epic Gardening, a rapidly growing e-commerce and media business in the gardening space. Espiritu started Epic Gardening as a hobby blog in 2013, but has since turned it into a $45 million per year operation through a combination of content creation, product sales, and strategic acquisitions.
Espiritu's journey is a fascinating case study in building a successful online business from the ground up. He shares detailed revenue numbers, acquisition strategies, and the mindset shifts that allowed him to scale Epic Gardening into a major player in the gardening industry.
Topics Discussed
From Online Poker to Gardening Blogger (3:41)
- Espiritu paid for college by playing online poker, earning over $200,000
- After graduating, he started designing websites and got into SEO and content marketing
- He created a gardening blog in 2013 as a "digital business card" to showcase his web design skills
Monetizing the Gardening Blog (12:26)
- The blog started generating $450 per month in revenue by 2016, mostly from ads and affiliates
- Espiritu realized the real opportunity was in selling physical gardening products, not just media
- He began teasing products like metal raised garden beds that his audience was asking about
Transitioning to E-commerce (15:06)
- Espiritu ordered a container of 550 raised garden beds from Australia and sold them out in 4-5 days
- He quickly realized the product business had much higher potential than the media business alone
- Espiritu scaled the e-commerce side, reaching $7.4 million in revenue in 2021 with just a small team
Raising $17 Million from The Chernin Group (19:20)
- The Chernin Group invested $17 million in Epic Gardening, allowing Espiritu to take some money off the table
- Espiritu felt the investment would help him scale the business more quickly and add key capabilities
- He was able to acquire a warehouse to handle fulfillment in-house, reducing costs
Acquisition Strategy (28:25)
- Espiritu has made several strategic acquisitions to expand Epic Gardening's product line and content
- He acquired a seed tray company, integrating the product into his existing audience and distribution
- Espiritu also bought a competing gardening blog, migrating the content and audience to boost Epic Gardening's SEO
- The largest acquisition was Botanical Interests, a 28-year-old seed company, which Espiritu was able to grow significantly online
Challenges and Lessons Learned (42:16)
- Espiritu had to learn the complexities of the seed business, including certifications and supply chain
- He relied heavily on the diligence and expertise of The Chernin Group when evaluating acquisition targets
- Espiritu believes in the power of "negative CAC" - acquiring customers through content rather than paid ads
Dealing with Internet Fame (46:12)
- Espiritu has faced some challenges with internet fame, including stalkers and fans
- He has had to take steps to protect his privacy, but believes the upsides of building a large audience outweigh the downsides
The Future of Epic Gardening (52:38)
- Espiritu believes Epic Gardening can reach over $100 million in revenue in the coming years
- He is exploring opportunities to create branded, licensed plant varieties similar to the "honeycrisp" apple model
- Espiritu is also interested in the potential of the smart home/IoT space for gardening, such as automated chicken coops
Conclusion
Kevin Espiritu's journey with Epic Gardening is a remarkable example of building a highly successful online business from a hobby. By starting with a content-first approach, then strategically expanding into e-commerce and acquisitions, Espiritu has turned Epic Gardening into a $45 million per year operation.
Espiritu's willingness to experiment, learn new skills, and leverage the power of his audience have been key to his success. The Chernin Group's investment has also provided resources to accelerate growth. As Epic Gardening continues to expand, Espiritu is exploring innovative opportunities in the gardening space, from branded plant varieties to smart home technologies.
This episode provides a valuable case study for aspiring entrepreneurs on building a scalable online business, the power of content and community, and the role strategic acquisitions can play in rapid growth. Espiritu's story is a testament to the potential of turning a passion project into a thriving, multi-million dollar enterprise.