OhCrap, the eco-friendly dog poo bag business has always been on a mission to reduce plastic waste—one dog walk at a time. After partnering with Deakin Business Development Clinic (BDC) and being featured on the AFR Fast Starters List, OhCrap has recently taken another significant leap forward.
With the continued integration of the BDC’s leading framework – the 7 Levers Canvas, they didn’t just grow—they launched a world-first product range that sold out in six days and drove a 23% increase in items sold per sale.
Identifying a New Profit Growth Opportunity:
Back in 2019, when OhCrap first worked with the Deakin Business Development Clinic the student team recommended a strategy to improve Transactions—focusing on increasing repeat business. Their suggestion was to implement a loyalty program, which Henry Reith, CEO of OhCrap, adopted. But the real magic happened after the program ended. The students did more than just offer a one-time solution—they taught Henry and the business how to “live the levers.”
“The students didn’t just give us a short-term fix; they showed us how to continue using the 7 Levers to grow our business long after the project finished,” said Henry. “We started applying the levers to everything we did.”
Since then, OhCrap has been using the framework independently, identifying growth opportunities as they arise. One key moment came when Henry realised they needed to improve their Items per Sale lever—but there was a challenge.
OhCrap’s only product at the time was compostable dog poo bags, and while they could try to sell more bags per customer, the nature of the product meant it was perishable and had an expiry date, unlike plastic bags.
“We knew we couldn’t just push customers to buy more bags in a single sale because compostable products don’t last indefinitely. So, we had to think bigger,” Henry explained.
Launching a World-First Product Range:
This challenge sparked a pivotal business decision. OhCrap needed to expand its product range to increase the number of items per sale. After months of development, they launched a new line of concentrate tablet pet sprays, under the brand name Brady’s. The innovative range included Pet Urine, Stain and Odour Remover, Don’t Pee Here, and Don’t Chew This—eco-friendly solutions designed to complement their existing product line and give customers more reasons to add multiple items to their cart.
The new product line was a resounding success. The sprays sold out within the first six days of launch, and during that time, OhCrap saw a 23% increase in the number of items sold per transaction.
“The success of the sprays really proved to us that we were on the right track. That 23% increase in items per sale was exactly what we’d been aiming for,” Henry reflected.
Living the 7 Levers:
OhCrap’s ability to grow on their own using the 7 Levers Framework shows the long-lasting impact of the students’ work. By teaching Henry and his team how to apply the levers independently, the BDC empowered the business to continue evolving without the need for constant external guidance.
“The 7 Levers became our framework for decision-making. We’re constantly looking at how we can apply the levers in new ways to grow sustainably.” Henry shared.
This success story also speaks to the BDC’s commitment to teaching strategic thinking—something reinforced through the Bloom’s Taxonomy approach, where students are taught to not just understand business models but to apply them in real-world scenarios. OhCrap’s growth journey is a perfect example of how strategic learning, like that applied at the BDC, can lead to significant long-term gains for businesses.
OhCrap’s journey from a single-product company to a diversified eco-friendly brand showcases the power of learning and applying the 7 Levers Framework. With the guidance from the Deakin Business Development Clinic, Henry Reith and his team didn’t just launch a world-first product range—they gained the tools to keep growing and innovating, proving that sustainable growth is possible when strategic thinking becomes part of everyday operations.
OhCraps’s Original Student Consulting Group: