Previously on the Startup Challenge:
- We decided that we would make a RedBubble store dedicated specifically to t-shirts called BDC (short for BOYS DONT CRY).
- We decided that our mission statement would be to make designs for shirts as opposed to the popular notion of making shirts for designs.
- We developed our marketing through a twitter account dedicated to BDC (@boysdontcryllc).
- We decided to launch the week of 10/8 – 10/14
Now, for the newest updates:
The work that we’ve been building up to for eight weeks is finally done! On Tuesday, October 9th at approximately 10:30am, the first official season of BOYS DON’T CRY LLC launched. At the end of the day I’m glad it got done – and I’m also glad that the shirts actually turned out relatively good. Anyway, since this is a pretty small launch, there’s not a lot of analysis to go over, but I did promise it and so we are going to go through a few points.
Sales and Traction
Our total number of sales for the first week of the launch is an epic, phenomenal, whopping… zero. Which, if you’ve ever launched something for the first time (like I have) more than not that’s what’s to be expected. Unless you’ve gotten previous traction (or have a budget, like I did not), more often than not you’re in it for the long game. I knew this going in, so there’s very little disappointment here – overall my prediction for December 31st is to have at least 2-3 sales.
What’s really impressive here is how much traction the BDC twitter got in such a short time. Using some simple growth strategies, BDC broke 100 followers about twice as fast as the Astukagaming twitter did. In terms of other statistics, we got about 2.4k impressions over the month (pretty standard from what I can tell) and got about a 6.6% engagement rate which is actually really nice. And yet, I still see something to be desired…
Throughout the process of BDC, I felt a little confused as to who my target audience should specifically be. I started off targeting people who were followers of Redbubble and other related shops, but these tended to be other creators and thus had much more trepidation in following and sharing BDC. So instead, I decided to go for luxury brands… people who were interested in things such as Gucci, Louis Vuitton, etc. etc. And while this gave us our current stats, I do wonder how willing these people would be to buy Redbubble designs. So… who should be the target audience of BDC?
This takes us into lessons for the next season. First of all, I think experimentation with finding perfect product fit is key here, and I don’t think anyone would disagree. Luxury brands somewhat work, because the buyers are willing and designs are relatively similar, but many members of this audience buy luxury brands solely due to prestige, not design. What I’d like to target is individuals who are love good designs but at the same time wish to go cheap.
I also think doing some tests on performing discounts in the future would be interesting – the “limited time” methodology tends to have high success in fashion and so I’d like to test it for the shop. Finally, I think continuing to build traction is also very important. Staying consistent with promotion and growth is definitely something I want to do going forward.
And so while Season 2 probably won’t come any time soon (I have a heaping of other projects I have to get on), I’ll continue with passively marketing BDC as well as experimenting with the things that I had mentioned. I think overall there was a lot to get out of this project even though it wasn’t tech specific, and so I’m glad it happened.
Anyway, that’s really it for now. As always, you can continue to follow my progress by following this blog or my Twitter, which will be consistently updated to reflect new progress.