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For my entrepreneur friends selling online who do not wish to be fragile, here are things PulseTV did to inoculate against: Amazon/FB/Google. These are for November sales this year... You can do this too!
1) We serve our own banners on our site: 507,089 served; 24,163 clicks; 3,985 orders; $175,744 sales; Cost? Open source banner software...only a server (guess, $100/month...but close to zero cost of advertising)
2) We own our own email software Ukrainian programmers). We emailed 7.3 million subscribers every day # mails sent- 219 million; sales from email- $1,095,000; Cost $8,000 for servers (<less than $.04/M)
3) Web Push Notification (started 5 months ago). We have 42,012 subscribers; Nov. Push- 1,229,904 pushed offers; Sales- $24,995 Cost for Nov- $125 (around $.10/M
4) Text to mobile subscribers (Started 3 months testing). We have 16,045 text subscribers. Nov. texts sent- 121,355; Sales: $25,571; Cost: $1,214 ($10/M...way too high, but learning)
We do use Amazon, Google and FB (minimally),but these 4 rev streams shared can be employed by any e-commerce in the US. All except Text have near "zero marginal costs" which is what you experience when you own your own media. Once we learn more about text, we will serve in-house
