At Hype Socks, I managed company operations and spearheaded process automation through effective outsourcing. Over three years, I automated over 90% of operations, allowing the sales team to concentrate on sales with minimal distractions. This automation contributed to generating seven-figure sales through email marketing, with annual growth exceeding 100%. Additionally, it facilitated B2B relationships with major athletic apparel companies and coaching clinics.
Initially focused on bookkeeping and accounts receivables, I expanded my role to learn all aspects of the company’s operations. I then created instruction manuals and outsourced these functions to overseas teams. Currently, I lead a global team of over 100 contractors, including 20+ Upwork freelancers and 3 BPO companies. Below are the key processes I manage daily at Hype Socks.
Database Creation
Directory Scraping: There are two primary methods for scraping leads from the internet. The first involves using directories, which can be done either manually or with a licensed data extraction tool. Manual scraping typically involves a team copying and pasting contacts into spreadsheets, while using a data extraction tool requires a directory membership, which is cost-effective if you have a large, skilled team. An experienced project manager is crucial for this process. They must create clear instruction manuals, delegate tasks effectively, and regularly perform quality assurance to ensure the database is accurate and up-to-date.
Building a New Database: The second method is more complex and is used when a centralized directory is unavailable. For instance, Hype Socks discovered a new market of youth athletic coaches and saw an opportunity to build a unique database for this niche. Initially, I conducted extensive research and found no existing directory. To address this, I manually scraped contacts using keyword searches on Google and social media, refining the process through trial and error.
After creating an instruction manual, I hired a team of contractors to automate this process. We organized the database by state, prioritizing the most populated cities first, and implemented rigorous quality checks to ensure accuracy. This effort led to the creation of a comprehensive youth athletic database, which Hype Socks later sold to major sporting apparel companies, significantly boosting revenue and enabling B2B partnerships.
Database Management, Maintenance, and Email Validation
Management: To handle large databases from overseas contractors, create and maintain a master list on a cloud platform like Google Drive. When a new database is built and quality-checked, compare it against the master list to eliminate duplicates. Merge updated databases to keep the master list current.
Database Columns:
- School and College: School Name, Contact First Name, Last Name, Title, Gender, Email, Phone + Ext, Mascot, Conference, Address, City, State, Zip Code, Email Validation Status, Territories, Timezones.
- Youth Athletic: Sport Name, Organization Name, Contact First Name, Last Name, Email, Phone Number, Address, City, State, Zip Code, Website URL, Country, Email Validation Status, Territories, Timezones.
Maintenance: Quarterly, have the QA team verify each contact’s website URL to ensure validity. For directory projects, re-scrape the directory if needed. For youth databases, this process takes 4-6 weeks and confirms the organization’s existence, updates emails, and checks for staff changes. Regular updates reduce bounce rates and grow the database by capturing new staff emails and identifying emerging organizations.
Email Validation: Essential before sending emails, email validation improves IP reputation and reduces bounce rates. Initially, poor validation led to hard bounces and server issues. Switching to ZeroBounce, with its 99% accuracy, quick validation, and cost-effectiveness, resolved this. ZeroBounce categorizes emails into Valid, Invalid, Catch All, Do-Not-Mail, Abuse, Rejected, SPAM-trap, and Unknown. Only Valid and Catch All emails are used for campaigns.
Email Marketing: Email marketing drives 90% of Hype Socks’ sales, with over half a million emails sent each season to athletic industry contacts. Our emails are brief, mobile-optimized, and devoid of graphics or hyperlinks to cater to coaches who are frequently on the go. This approach consistently achieves a 40% open rate.
In 2019, I shifted our strategy by having our overseas team send personalized emails one-by-one using a mail-merge tool instead of traditional platforms like MailChimp or Campaigner. This manual process significantly improved deliverability, avoiding spam filters and boosting response rates from 2.5% to 10%, resulting in $3 million in custom sock sales for that year.
The simplicity of our emails, which appear hand-typed due to personalized merge fields (e.g., first name, last name, address), enhances engagement. Here are examples of our email templates:
Example 1: Subject: Heritage Christian Academy High School Socks
Hi Brad,
We produce high-quality custom softball socks in the US and are a leading supplier in MN. I’d like to create a couple of team mock-up designs. Could you send me your logo for the design?
If interested, I’d be happy to send a complimentary sample of our socks for quality and style reference. Is this address correct?
Heritage Christian Academy High School
Brad Horstman
15655 Bass Lake Rd
Maple Grove, MN 55311-3103
Warm Regards,
{Email Signature}
[Unsubscribe Link]
Example 2: Subject: Los Angeles Mission College Masks – Athletic Use
Hi Abel,
We now offer custom athletic masks featuring patented DRYV Technology for moisture control. I’d like to prepare a mock-up for Los Angeles International Charter High School. Please send me your mascot logo for the design.
If interested, I’d be thrilled to send a complimentary sample of our mask. Is this address correct?
Los Angeles International Charter High School
Abel Curup
625 Coleman Ave
Los Angeles, CA 90042-4903
Thanks,
{Signature}
TheActiveMask.com
Since 2015, I have sent over 10 million cold emails to prospects during my tenure at Hype Socks.
To effectively sell custom products, accurate visual mockups are crucial. Hype Socks customizes logos, color schemes, lettering, numbers, and mascots to match each sport. We offer various design patterns (e.g., Elite, Havoc, Easton) and five sock lengths: knee-high, crew, quarter, ankle, and stirrups.
When I joined Hype Socks, our in-house graphic designer could produce approximately 200 mockups per day. After the designer left, I sourced an experienced Photoshop designer through Upwork. This designer delivered around 250 mockups daily at a lower cost, which was a solid start. As the company expanded, I transitioned the mockup creation to a BPO company capable of producing up to 1,500 mockups per day.
Below is an example of the mockup created by the graphics team.
Generating Order Forms for Customers
After sales representatives finalize deals with customers via email, they create an Excel order form, which is then uploaded into the CRM system as a new lead. Below is a sample order form.
To streamline this process, I trained our overseas team to handle order form generation. This automation significantly improved efficiency and was a major success for the company.
Managing CRM on Zendesk
Once an order form is completed, it is uploaded to Zendesk CRM as a new deal. Zendesk CRM enables users to access previous orders and track customer interactions in real time.
Invoicing and Bookkeeping on QuickBooks/Wave
Once an order is entered into Zendesk and reaches the ‘Invoice’ stage, an invoice is automatically generated in QuickBooks and sent to the customer. Initially, I handled invoicing personally, but after training our overseas team, the process became fully automated. During peak football season, we process an average of 75-100 orders per day. Below is an example of an invoice generated in QuickBooks.
Sourcing Orders on Trello for Knitting
After invoicing, the order form is uploaded to Trello, a project management tool that streamlines communication between our office and the factory team in Alabama. Trello helps track orders through various production stages using cards and columns. This system ensures the factory remains organized and processes orders based on production date. Trello’s efficiency has helped Hype Socks maintain its reputation for the fastest turnaround time in the industry, averaging 2-3 weeks year-round. Below is a visual representation of Trello’s workflow during different production stages.
Generating Detailed Revenue Reports for the CEO
After invoicing and uploading orders to Trello, they are transferred to Google Sheets to generate sales and revenue reports. Initially, I managed this process, but it has since been automated by a skilled virtual assistant to handle the task daily.
Generating Sales and Commission Reports for the Sales Team
As orders are entered into the spreadsheet, Excel formulas automatically generate sales and commission reports. These reports are emailed to the sales team daily.
Accounts Receivables Spreadsheets
Following invoicing and sourcing, the accounts receivables spreadsheet is updated. It categorizes payments as either upfront or due after delivery. Accounts receivables agents use this spreadsheet to contact customers, add notes, and color-code entries based on payment status and updates.
Generating Reports for Shipping and Yarn Production
After training the team to create reports, we expanded their scope to include detailed reports on shipping, yarn sourcing, and other relevant areas. This added content helps us better track and manage these critical aspects of our operations.
Handling Customer Service Emails and Phone Lines
Customer service emails are managed through Outlook using the admin account, with a virtual assistant handling communications with both customers and internal team members. For inbound phone calls, we use Grasshopper, which allows customer service agents to receive calls on their cell phones. To ensure continuous coverage, I assigned call handling to our overseas team, providing them with a local USA Skype number configured within the Grasshopper system. This setup ensures that all calls are answered promptly, regardless of the time of day.
Processing Check Deposits
Initially, check deposits were accessed online through the company’s Chase account. However, since adopting a lockbox system, it has become easier to view deposits and check images in real time. When check deposits arrive, I receive an email notification, and my overseas assistant logs into the system to look up the payment and update its status in the CRM system.
Website Development, SEO Marketing, and Inbound Form Submissions
One of my most rewarding projects was enhancing the company’s website, including optimizing the blog for SEO, creating a popup banner, and developing an interactive AI chatbot. I built the chatbot by creating a comprehensive knowledge base and FAQ page, allowing it to provide accurate responses based on the information I developed.
I led the development of the website with my visual design expertise and coordinated closely with our overseas team. Below are images of the pages I helped develop. For a full experience, visit Hypesocks.com.
