The keys to a successful DTC launch:
1. A product that launches with pre-launch product-market fit — this leads to low initial customer acquisition costs.
Easy to test too.
Here’s how: create a fake brand, run ads to a landing page, and understand your customer.
1. A product that launches with pre-launch product-market fit — this leads to low initial customer acquisition costs.
Easy to test too.
Here’s how: create a fake brand, run ads to a landing page, and understand your customer.
2. A marketing budget big enough to support a proper creative budget for paid-media assets.
When you launch with paid media, it has to be mobile-first and video creative.
Anything else and you’re going to pay more for your customers.
When you launch with paid media, it has to be mobile-first and video creative.
Anything else and you’re going to pay more for your customers.
3. A movement-building press play among not only trade press, but also mass media outlets, and the right ones too.
I know a new brand doing 6-figures with no paid ads. Their secret sauce is memorable PR and story-telling.
I know a new brand doing 6-figures with no paid ads. Their secret sauce is memorable PR and story-telling.
4. Word-of-mouth still sells.
The unboxing experience should be so exciting it makes you want to brag to all your friends you even have the box!
Everyone has gotten to know the inside of a @drinkhaus package through your friends on social media.
The unboxing experience should be so exciting it makes you want to brag to all your friends you even have the box!
Everyone has gotten to know the inside of a @drinkhaus package through your friends on social media.
5. A 12/10 online experience.
These are NOT your typical @Shopify templates, these are beautifully designed custom websites.
Example: ChaChaMatcha.com — one of the sites I built last year with @PointerCreative.
These are NOT your typical @Shopify templates, these are beautifully designed custom websites.
Example: ChaChaMatcha.com — one of the sites I built last year with @PointerCreative.
6. Landing pages tailored specifically for your Facebook and Instagram ads.
Don’t drive paid media dollars to your website.
1 of the companies I advise, ThesisTesting.com, makes most of the DTC industry’s top landing pages.
Example from @ritual: start.ritual.com
Don’t drive paid media dollars to your website.
1 of the companies I advise, ThesisTesting.com, makes most of the DTC industry’s top landing pages.
Example from @ritual: start.ritual.com
7. Founders that move FAST.
Speed is the DNA of DTC.
“If ya ain’t first, you last.”
Speed is the DNA of DTC.
“If ya ain’t first, you last.”
Take advantage of other “real estate” or “inventory”.
@wearehims flying a plane over SF.
@drinkhaus booklet & Spotify playlists.
@bumble with coffee shop cup sleeves.
@OutdoorVoices with the tote bag.
All competitive edges.
@wearehims flying a plane over SF.
@drinkhaus booklet & Spotify playlists.
@bumble with coffee shop cup sleeves.
@OutdoorVoices with the tote bag.
All competitive edges.
Thoughts like this go out daily on my public text number.
Text me: 917-905-2340 and say hi!
Or, click this: nikshar.ma/text and it’ll open it in iMessage for you!
❤️
Text me: 917-905-2340 and say hi!
Or, click this: nikshar.ma/text and it’ll open it in iMessage for you!
❤️
One more — their cap table is full of strategic investors and seasoned operators who may put smaller checks in, but can contribute a lot.
It’s a win-win.
It’s a win-win.
