Thread by @rezakhadjavi

1/ Launching a DTC brand in 2019? I asked 18 DTC thought leaders, execs and investors for one piece of advice to share with you. Here's what they had to say:

2/ On understanding your customer:

3/ "Open one experiential store early. Make it your office. Defray your rent expense and get a built in customer feedback lab."

- @dunn, Co-founder @bonobos

4/ "Look beyond the coasts, and find those untapped nooks and crannies — outside of billboards, subway trains, and Instagram — where your customer (across all age groups) is going to be."

- Paul Munford, Founder @LeanLuxe

5/ "Do all you can to understand your customer in advance of launching. Identify what you can own and double down on that differentiation as a way to define your brand. Figure out what your distribution advantage is."

- @natebosshard, CMO @tonal

6/ On unit economics:

7/ "The best companies create leverage in the pieces of the business consumers never see: manufacturing, logistics, and supply chain. Focus here."

- @katepmcandrew, Investor @boltvc

8/ "Before ramping up your marketing, make sure you know your economics (e.g. manufacturing, packaging, shipping, etc). You need clarity on your margins to know what you can truly spend per unit or per order."

- @CaseyA, CMO @ShipBob

9/"Know your unit economics and find a revenue positive channel early. This gives you the power to bend the rules when you need to. It also lets you utilize Growth Capital (non-dilutive, rev-share investment) so you can grow without giving up equity"
-@MicheleRomanow, @clearbanc

10/ "Engineer every $ out of the customer journey. ROAS, Conv. Rate, AOV, shipping fees, fulfillment charges, etc. There is profit to squeeze out of every step. Build a map of all charges and know them like the back of your hand."
- @taylorholiday, Partner commonthreadco.com

11/ "Step 1: Create a product that is unique in ways that meaningfully matter to the consumer while building a brand that truly resonates with the consumer. Step 2: Focus earlier than your VCs want you to on driving towards positive economics."

- @ryan_caldbeck, CEO @CircleUp

12/ On content, community & brand positioning:

13/ "DTC founders should start positioning themselves as thought leaders in their category before their company launches so when the brand goes live they'll be seen by consumers as trusted experts in the space."

- @N_Sportelli, Content & Brand @LererHippeau

14/ "Start your content yesterday. Keep a slim tech stack. Don’t be precious, your brand is not real... yet and won’t be for some time."

- @gooderdle, DTC @uglydrinks

15/ "Focus on content. Embody your brand. Have your voice as the founder be the voice of the company, and directly tied to the brand mantra or the problem you are solving. Content is a key way to break through."

- @TraceWall, Content @2PMinc

16/ "Focus on building community 24 months before you launch something for sale. Too many brands focus, and rely on paid media growth tactics, but forget to build their brand equity along the way."

- @mrsharma, prev head of dtc, @vaynermedia, @hint

17/ "I would focus on building the brand. A solid brand foundation is essential and will help you identify authentic ways to communicate to customers at the times that matters most to them."

- @HysBrian, Head of Digital @tracksmith

18/ "I would identify an aspiration or issue — like ‘wanting to be more environmentally conscious’ or ‘needing a new mattress’ — and explore ways that I could target, reach, and capture that existing intent."

- @couuor, Digital Strategy @RidgeWallet

19/ On customer experience:

20/ "Make customer support a company-wide priority. Every employee should have exposure to customer feedback and work together to improve the overall experience."

- @briannekimmel, early stage startup investor & advisor

21/ "Before you invest time and/or money into a marketing channel, devote yourself to perfecting every single touchpoint of your customer journey. No single marketing campaign will define your brand, but your customer experience will."

- @drkinger, SVP of Marketing @Ritual

22/ On building relationships and being prepared:

23/ "Invest in your relationship with journalists like you do in your product. It’s a long game, but start today and keep in touch."

- @fromedome, Founder and Editor in Chief of @newconsumer

24/ "Make sure your fulfillment is synced up with your marketing prior to launching. Nothing kills progress faster than being sold-out for weeks on end."

- @herrmanndigital

25/ If you were advising a DTC brand launching this year, what else would you add to this list?

26/ "Purpose-driven brands with exceptional storytelling will win most at customer loyalty and engagement. Get really clear on your why, and articulate that in an authentic way across channels."

- @skanwar, GM @Shopify