He Had Zero Audio Experience. Then He Sold $300K in Turntables.

"I don't have any really relevant credentials or qualifications when it comes to this sort of thing."

Noam Sugarman got fed up trying to find a stereo system that looked good, sounded good, and didn't require an engineering degree to buy. So he built his own. With no audio background, he launched Dum Audio, raised $75K on Indiegogo, then ditched crowdfunding platforms entirely to run pre-order campaigns on his own Shopify store, where he saw better return on ad spend. Five years and $300K+ in sales later, he's shipping hi-fi turntables, speakers, and amps direct to consumer.

We talk about pricing in a market where a stereo can cost $100 or $100,000, why his self-run Shopify campaign outperformed Indiegogo, and how 60% of his crowdfunding buyers added a subwoofer upsell he only expected a third to take.

SPONSORS

Swym - Wishlists, Back in Stock alerts, & more
getswym.com/kurt

Cleverific - Smart order editing for Shopify
cleverific.com

Zipify - Build high-converting sales funnels
zipify.com/KURT

LINKS

• Dum Audio: https://dumaudio.com/
• Design Momentum (industrial design): https://designmomentum.com/

WORK WITH KURT

Apply for Shopify Help
ethercycle.com/apply

See Our Results
ethercycle.com/work

Free Newsletter
kurtelster.com

The Unofficial Shopify Podcast is hosted by Kurt Elster and explores the stories behind successful Shopify stores. Get actionable insights, practical strategies, and proven tactics from entrepreneurs who've built thriving ecommerce businesses.