Riding the Waves of Success: How Fin vs Fin Surfaced to $85k/Month Revenue

In your own words, what does your company do?

Fin vs Fin is a portfolio of product review and comparison sites focused on health and wellness. In our first 5 years, we’ve partnered with and reviewed 300+ telemedicine platforms, helping hundreds of thousands of shoppers make smarter health-related purchases every month.

📈 Monthly revenue: $85,000

📈 ~% Churn – N/A

📈 ~% Net profit: 85%

📈 Funding: $0

📈 Initial cost/investment to start the company: $300

📈 Number of team members – 2 full-time, ~20 part-time contractors.

📈 Number of founders: 1

📈 Started: 2018

How does the company make money?

💰 Affiliate partnerships: $25 – $500 CPA, $10 – $200 CPL, or $1 – $25 CPC

💰 Sponsored Content: $3k – $5k per post

💰 Programmatic Display Ads: $35 – $40 RPM

3 strategies that have worked to attract and retain customers? 

✅ SEO: ranking well organically for one brand’s review and comparison shopping terms often gets noticed by competitors who want to partner as well.

✅ Social Media: reaching out cold via instagram and linkedin DMs has also worked to start conversations and build partnerships.

✅ Drive quantifiable value: As a performance marketing partner, we help many brands acquire customers efficiently. Even in economic downturns when corporate marketing budgets get slashed, our contribution to many brand’s marketing spend has been spared because its value  is easy to measure. Customers also tell their friends about their favorite affiliate partners, so we get lots of referrals via word of mouth thanks mostly to the business impact we drove initially.

3 things that you’ve learned about hiring and retaining great talent?

✅ Hunger is just as important as knowledge: In my industry, nothing is rocket science. I’ve learned over time that I’d rather work with folks who’re incredibly hungry and willing to roll up their sleeves than an expert who already knows exactly what to do but lacks the drive to move quickly. I’ve had better luck hiring candidates who have built side projects in their spare time those with many more years of formal education (either from prestigious colleges or corporate employment). It may be industry-specific, but a proactive entrepreneurial spirit with a “I’ll figure it out” attitude is as good as it gets for me.

✅ Identifying a mission larger than profit helps: Communicating a clear vision beyond just making money helps attract, close, and retain candidates. That’s because, surprise surprise, most people aren’t motivated by improving your company’s bottomline. Even if profit remains your primary motive, articulating a more compelling and socially-beneficial “why” is important to get others to buy in and stay motivated.

✅ Rev-share to incentivize candidates: For the right individuals, it can be incredibly motivating to experience uncapped upside. That’s why I not only love to find opportunities to reward my employees for exceeding expectations, but more specifically, offer a piece of revenue back as an incentive (assuming it’s possible to tie their output to an increase in revenue). Obviously this doesn’t work in all roles, but for sales and marketing, it’s fairly easy to set up a similar structure.


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