How We Launched 10 New Products and Added New Employees To The Team

Tree To Tub
from San Francisco, California, USA
started March 2016
alexa rank
market size
avg revenue (monthly)
starting costs
gross margin
time to build
360 days
growth channels
Word of mouth
business model
best tools
Instagram, Paypal, Google Analytics
time investment
Full time
pros & cons
35 Pros & Cons
45 Tips
Discover what tools Michael reccommends to grow your business!
Discover what books Michael reccommends to grow your business!
Start A Skin Care Product Line

Hello again! Remind us who you are and what business you started.

Hello, my name is Michael Koh and I am the founder of Tree To Tub. We are a natural skincare company that takes care of people with sensitive skin. Our signature products are shampoo, body wash, facial cleanser made from the Soapberry.


However, since last time we talked, we’ve put lots of effort into developing new products, including ultra-gentle creams and a super clean skincare line. Ultimately, we want to be the one-stop-shop for all sensitive skins that want to feel safe, comfortable, and confident!




Tell us about what you’ve been up to! Has the business been growing?

Overall, the business has grown in many ways.

Do solid research from the beginning and continue to improve your hypothesis so you don’t end up wasting time and resources.

First of all, we grew from a 3 man team to a strong organization of 12. We believe the most valuable assets of a company are the people behind it, and that’s why we invested heavily in finding the right talents that can grow with us in the long-term.

We’ve also expanded our product offerings, added to the body care line, and opened a new skincare line by launching 10 new products, all carefully developed to continue our philosophy of protecting folks with sensitive skin.

We built a new website too! To prepare ourselves for FB ads traffic, we’ve completely rebuilt our Shopify site intending to raise our conversion rate and AOV. To achieve that, we did a thorough survey with our most loyal supporters, and I called dozens of them to get to know them better. I believe the key to building a great brand is to understand who your customers are, what they want, and what speaks to them.

Homepage with new design, branding, voice

A tiered-based reward offer to increase AOV

What have been your biggest lessons learned in the last year?

Our #1 challenge has been logistics and inventory management. Because of inventory mismanagement, complications at the customs, and the Coronavirus situation, many of our products continued to run out of stock, which seriously jeopardized our growth.

The lesson learned here is that growth is only sustainable when you have solid operations to match. Also, while you chase shiny objects like growth, it’s important to invest just as heavily in risk mitigation. If you don’t, you’ll pay the price for it sooner or later.

One way to go about risk mitigation is to do a pre-mortem exercise. In this exercise, you and your team members will imagine a negative future of the company (ex: negative growth, bankruptcy, etc.), and think backward and brainstorm all possible causes that could lead to such future (ex: competition, bad financial planning, catastrophe, manufacturer shuts down business, etc.) From there, you can work out plans to reduce the risk exposure for your company.

What’s in the plans for the upcoming year, and the next 5 years?

We are very confident in our products, our brand, and our market positioning, so we know we’ll always have plenty of opportunities to grow. However, sustainable growth relies on strong operations. So for us, the big focus this year is to solidify our operations and to reduce risk exposure on all fronts of the business.

With a strong and healthy foundation, we’ll be able to experiment and scale different revenue channels in the next five years. Ultimately, our goal is to become the go-to natural beauty brand for people with sensitive skin.

Have you read any good books in the last year?

Books are great, but from my experience, it’s much more beneficial to regularly consult with a small group of advisors that can offer tailored advice through their experience.

If you and Phil Jackson (probably the greatest NBA coach of all time) go watch the same basketball game, I’d bet that he’d see the game very differently than the way you see it. No matter how many books you read about basketball, you simply don’t have the experience required to comprehend the same level of details and depth Phil Jackson would.


Not everyone has access to Phil Jackson level advisors, but if you do, take advantage of it. If you don’t, is a great place to start. With a small payment, you can book a call with real experts in almost any field on Clarity. I loved it so much, I became an advisor there myself! The digital age has made previously highly exclusive knowledge available, so don’t waste your precious time and money on reinventing the wheel!

Advice for other entrepreneurs who might be struggling to grow their business?

Product Market Fit

Know the what, why, who, where, how about your customers. If your business is not taking off, 99% of the time it’s because you are selling the wrong product, selling to the wrong people, selling it the wrong way, or selling at the wrong places.

You need to toss away whatever assumptions you have about your products and customers. Do solid research from the beginning, and continue to improve your hypothesis so you don’t end up wasting time and resources.

There’re lots of good reads out there like Paul Graham’s essays that explain this very well.

Are you looking to hire for certain positions right now?

We’re not looking to fill any specific position right now, but we’re always open to chat with A+ talents and professionals. If you believe you can help us get to another level, please reach out and tell us more about it!

Where can we go to learn more?

If you have any questions or comments, drop a comment below!

Michael Koh, Founder of Tree To Tub

Tree To Tub has provided an update on their business!

About 1 month ago, we followed up with Tree To Tub to see how they've been doing since we published this article.

Pat Walls,  Founder of Starter Story
Want to start your own business?

Hey! 👋I'm Pat Walls, the founder of Starter Story.

We interview successful business owners and share the stories behind their business. By sharing these stories, we want to help you get started.

Interested in starting your own business? Join Starter Story Premium to get the greatest companion to starting and growing your business:

  • Connect + get advice from successful entrepreneurs
  • Step by step guides on how to start and grow
  • Exclusive and early access to the best case studies on the web
  • And much more!
Did you know that brands using Klaviyo average a 95x ROI?

Email, SMS, and more — Klaviyo brings your marketing all together, fueling growth without burning through time and resources.

Deliver more relevant email and text messages — powered by your data. Klaviyo helps you turn one-time buyers into repeat customers with all the power of an enterprise solution and none of the complexity.

Join Brumate, Beardbrand, and the 265,000 other businesses using Klaviyo to grow their online sales.

Try Klaviyo for free right now ➜

Want to start a skin care product line? Learn more ➜