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How We Built a 7-Figure Whatnot Channel Part 3: The Scaling Chapter

How We Built a 7-Figure Whatnot Channel Part 3: The Scaling Chapter

by John Roman

2 uger siden


A Look Back Before We Move Forward

When we wrapped Part 2, we had just finished 12 shows and crossed the $100,000 revenue mark. Early signs were strong: high margins, a locked-in audience, and proof that Whatnot could be more than just an experiment.

That was the warm-up.

In the weeks that followed, we went all in. We added shows, brought in new hosts, and uncovered the real work it takes to scale. With 17 more shows added (29 total), we’ve now hit $220,000 in revenue and $80,000 in profit. Our margins average 36.75%, and revenue per hour sits at $3,222. The model works. It’s just not easy.

But speed comes with strain. And that’s where the story picks up.

Ramping Up: From One Host to a Team That Can Carry the Weight

In the beginning, it was Brandon running solo. As our show cadence grew, it became clear we needed more capacity. Austin came in to stabilize the flow. Then Jace joined the roster. Joey is now in training and about to step in.

Each host brings something different. Some drive energy. Others bring deep product expertise. Some both. The audience responds to those variables in real time.

We’re tracking performance patterns and using them to our advantage. A high-energy host pairs well with themed shows designed to build momentum. A more technical host thrives in curated drops where product knowledge is key. Even the order in which items are auctioned can change the outcome. Timing, pacing, and show structure all matter.

It's not about making every host perform the same. It's about recognizing their individual range and shaping the experience around it.

This is pushing us to improve training, rethink how we plan shows, and align host strengths with the right show formats.

Scaling Pains: The Cost of Speed

The biggest friction point right now? Our team is stretched thin.

We’ve gone all in on Whatnot while still juggling marketing, operations, content, and backend execution. Running six shows a week, soon to be eight, has made it clear that the current pace isn’t sustainable.

We’re hiring. A Marketing Coordinator. A Marketing Intern. Both will reduce the backend burden and keep the core ops team focused where it matters most.

Because live show support isn’t part-time work. You can’t multitask when auctions are flying and inventory’s being shuffled in real time. If we want to protect quality and team sanity, backend support isn’t optional; it’s urgent.

Refining the Format: Gamification and Bidding Strategy

As we scaled show volume, we started testing engagement strategies.

Gamification works. Giveaways, prize wheels, surprise bonuses. These aren’t gimmicks. They’re proven levers for retention and viewer energy.

Starting bids at $1 outperforms “safe” price points when the room is hot. That risk? It pays when the energy’s right, but flops when the crowd is cold. Timing is everything.

And yes, show timing matters.

Morning shows average about $1,912 per hour. Late afternoon and evening shows push closer to $2,886. Afternoon slots have underperformed consistently, and we’re pivoting away from them. Evenings and weekends are now the priority.

Platform Ads: Still a Work in Progress

We’ve been testing on-platform ads with budgets between $25 and $40 per show hour. The issue? Attribution is murky. Data is limited.

We’ve done hold-out tests - running identical shows at the same time with and without ads. So far, ROI isn’t clear. Our gut says ads might boost momentum, but they’re not a silver bullet. Until attribution gets better, we’re cautious with spend.

Show Growth by the Numbers

Here’s the month-by-month progression so far:

April:
Revenue: $24,904
Profit: $10,585

May:
Revenue: $94,816
Profit: $37,798

June (through the 20th):
Revenue: $119,950
Profit: $39,597

It’s clear that scale is working. Profit margins are tightening slightly with volume, but still well within a healthy range. The engine is turning… and it’s holding.

FAQs About Our Whatnot Strategy

Q: How do you choose show times?
We analyze performance by audience behavior. Evenings and weekends are best. Mornings are fine. Afternoons are done.

Q: What’s your secret to high AOV?
Curation and storytelling. The best hosts create emotional moments that move products.

Q: Do $1 bids ever backfire?
Yes, when the room is dead. But in high-energy shows, they’re unmatched.

Q: How do you train hosts?
Right now, it’s mostly shadowing. But a formal playbook and product education system are on the way.

Q: What makes a good backend operator?
Someone calm, detail-obsessed, and fluent in the catalog. This is not a job for multitaskers.

Q: What tools do you use to analyze results?
Manual tracking and basic A/B testing with hold-outs. Whatnot’s analytics are improving, but we’re still supplementing with internal dashboards.

What’s Next: The Moves in Motion

Here’s where we’re heading:

  • Joey steps in as Host #4.

  • Two new hires support the core team.

  • We’re scaling to 8 shows per week.

  • Gamification goes deeper.

  • Ad testing continues.

  • Host training gets formalized.

We’re not just scaling revenue. We’re building an engine. One that’s disciplined, sustainable, and designed to win on a platform that’s growing just as fast as we are.

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Want to catch every detail? Start with Parts 1 and 2 below:

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