In today’s interview, we explore how Colin McIntosh, the founder and CEO of Sheets & Giggles, turned a personal passion into a million-dollar business. Selling bed sheets from the comfort of his own bed, Colin’s story is not only unique but also packed with valuable insights for entrepreneurs. From unconventional marketing strategies to building a brand identity map, Colin shares everything that has helped him scale his business to $1.2 million in monthly sales.
Website: https://sheetsgiggles.com/
Colin McIntosh X (social): https://x.com/colindmcintosh
Colin McIntosh Instagram (social): @colindmcintosh
Sheets & Giggles X (social): https://x.com/SheetsGiggles
Sheets & Giggles Instagram (social): @SheetsGiggles
1. Meet Colin McIntosh: The Man Behind Sheets & Giggles
Before launching his multi-million dollar company, Colin McIntosh faced a familiar entrepreneurial tale—getting fired twice and laid off once. The uncertainty of relying on a corporate job and the dissatisfaction of working for others pushed him to create something of his own. That drive resulted in Sheets & Giggles, a direct-to-consumer brand that sells eco-friendly bed sheets.
Key Fact: In just 25 months after launching, Colin’s company achieved $1.2 million in sales per month.
“I was super done working for other people… it was time to carve out my own niche,” Colin reflects on his early career struggles.
2. A Direct-to-Consumer Business: The Basics of Sheets & Giggles
Sheets & Giggles started in 2017, focusing on sustainable and comfortable bedding products like bed sheets, comforters, and pillowcases. By 2022, the brand expanded its inventory to include mattresses, offering seven sizes and 17 colors.
Sales Channels:
- 90% of sales come from their website, powered by Shopify.
- 10% from Amazon, underlining the power of owning a direct-to-consumer website.
Inventory Growth: They now ship over 100 mattresses a day, showcasing significant growth since their humble beginnings.
3. From Fired to Founder: Colin’s Personal Journey
Colin’s backstory is one many entrepreneurs can relate to. He struggled with job security, working in a variety of roles only to be laid off or fired. After working for others and dealing with the stress of unemployment, he decided to take control of his future. He drew inspiration from a friend’s Kickstarter project and dove into the world of direct-to-consumer businesses.
Key Takeaway: Colin emphasizes the importance of finding mentors. He approached successful entrepreneurs, offering to buy them lunch weekly in exchange for valuable advice.
“Mentorship completely changed my life. It’s the best gift I’ve ever given myself,” Colin shares.
4. Finding the Right Idea: How Sheets & Giggles Came to Life
Colin didn’t have the perfect idea from the start. He created a business model first before even identifying the product. This approach allowed him to focus on building a business that aligned with his skills and what he enjoyed. Sheets & Giggles was born out of his desire to carve a niche in a highly competitive market.
Founder-Market Fit: Rather than solving a novel problem, Colin focused on what he knew best. He advises entrepreneurs to find a business that aligns with their skills and passions.
“Find what I call founder-market fit,” he says, highlighting the need for your business idea to be something you’re passionate about.
5. The Power of Validation: Selling Before Building
One of Colin’s biggest pieces of advice is to sell before you build. This means validating your product idea with real customers before investing time and money into production. Colin captured 11,000 emails before his official launch, using customer surveys to understand product preferences and price points.
Key Strategy: Offer early customers a special deal in exchange for their commitment. Colin offered a significant discount for early sign-ups, which helped build excitement and drive engagement.
“We captured 46% email sign-ups, and those people became emotionally invested in the product,” Colin explains.
6. The Big Launch: From $45K in a Day to $284K in 30 Days
With a solid email list in hand, Colin’s first big launch was a smashing success. His email list converted at an astonishing 45%, resulting in 450 customers and $45,000 in sales on the first day. This snowballed into a $284,000 campaign over 30 days.
Crowdfunding Strategy: Colin advises aiming for 30% of your total sales goal on day one to create a successful campaign. His careful calculation led to far greater results than anticipated.
“I can’t emphasize enough how critical a good email list is. It can make or break your launch.”
7. Marketing Secrets: Personal Connections and Unconventional Ads
Colin’s marketing approach is refreshingly personal. He personally responded to every social media comment, every customer email, and wrote every word of copy on his website for years. Building these personal connections allowed him to foster brand loyalty in a highly competitive market.
Unconventional Channels: Colin attributes much of his marketing success to podcast sponsorships and YouTube channels that he personally enjoys. He connects with his target audience by aligning his brand with media that resonates with his own interests.
“If you love a podcast or a YouTube channel, your audience probably does too,” Colin advises.
8. Building a Memorable Brand: How Colin Named Sheets & Giggles
Naming your business is a critical step in building a brand. Colin follows four core rules for naming:
- Spellable, sharable, and memorable.
- The name should denote what the company does.
- Ensure good SEO around the name.
- Use a .com domain if selling to Americans.
- Sheets & Giggles fits all four rules: It’s fun, memorable, easy to spell, and describes the product perfectly.
9. Behind the Scenes: Tools and Tech Stack
Running a multi-million dollar company from bed requires a solid tech stack. Colin relies heavily on tools like:
- Shopify (for website sales),
- Google Analytics (for tracking data),
- AfterSell (for post-purchase upsells),
- Rebuy (for in-cart upsells),
- Okendo (for customer reviews),
- ChatGPT (to streamline customer service).
Using these tools efficiently has helped Colin scale his business and manage customer interactions while staying lean.
10. Colin’s Daily Routine: Working from the River
Colin’s work-life balance is one of the most unique aspects of his entrepreneurial journey. He frequently works outdoors, sitting in a river up to his chest with his laptop on a rock, enjoying the calm while managing his million-dollar brand.
- Key Insight: Finding mental wellness is critical for sustained success. Colin stresses the importance of spending time outdoors and disconnecting from the traditional office setting.
11. Final Advice: What Colin Would Tell His Younger Self
If Colin could go back and give his younger self advice, it would be simple: “Kindness plus hard work plus intelligence leads to good things.” Colin emphasizes the importance of staying kind and smart while working hard to achieve long-term success.
“Stay with it. It pays off,” Colin encourages aspiring entrepreneurs.
Conclusion: Build Your Own Million-Dollar Brand
Colin McIntosh’s journey from being laid off to building a multi-million-dollar business from his bed is inspiring and full of practical advice. From validating ideas to leveraging personal connections, his blueprint for success is actionable for anyone looking to start their own business.
For more insightful business stories like this, subscribe to our newsletter, where we’ll walk you through the steps to find, validate, and scale your business idea.
Start your journey today—success is just a few steps away.
Leave a Reply