Efnisyfirlit

• Cover
• Endorsements
• Titlepage
• Dedication
• Contents
• About the author
• Key terms
• Introduction
  • How the potential of direct-to-consumer sales revealed itself to me
  • Enabling e-commerce
  • Providing a platform for growth
  • Establishing the rules of the game
  • My frustrations with accessing best practice
  • Time to move on
  • What to expect from this book
  • How I uncovered the stories and strategies of the best in class DTC brands
• 1 In the beginning was graze.com: graze
  • Why being industry outsiders was an advantage
  • Using data to drive every decision
  • The advantages of keeping operations in-house
  • The power of performance marketing
  • The importance of looking beyond your own data
  • Reaching beyond DTC and going multichannel
  • Why access to technology is getting easier
  • Why your brand, purpose and product is still more important than technology
• 2 From a side hustle to international stardom: Huel
  • Hipster gruel
  • Voucher codes and bodyhacking
  • 1000 true fans
  • Great customer service and not being a ‘dick’
  • Using bricks and mortar as a marketing tool
• 3 Unearthing a huge problem hidden in plain sight: Snag
  • A quantifiable problem
  • Satisfying the customer need
  • The launch and immediate traction
  • The benefits of superior customer service
• 4 Measuring satisfaction and why it matters: Bloom & Wild
  • Uncovering an industry ready for disruption
  • More choice, better service, superior value
  • Flowers through your letterbox
  • The importance of managing your technology
  • More thoughtful marketing
• 5 Moving with the times and the art of resilience: Cornerstone
  • The pace of change
  • Early entrepreneurial endeavours
  • From VC to founder
  • Finding suppliers and building a plan from the kitchen table
  • Experiments in customer acquisition
  • Free cash
  • The arrival of better-funded competition
  • A new strategy
  • Better marketing, better products and better service
  • What to do when subscription becomes less convenient
  • Balancing growth and profitability
• 6 Why bigger is not always better: Sugru
  • How big should your DTC brand be?
  • What is Sugru?
  • Beginnings
  • Years of product development
  • Launching small
  • A better invention than the iPad and community-led marketing
  • When retailers come knocking
  • The problem with retail
  • The cost of overstretching
  • Wisdom and the future
• 7 Using DTC toilet paper to build toilets and ensure access to sanitation for every person on the planet by 2050: Who Gives A Crap
  • A mission-led organization
  • Matching passion with productivity and impact
  • The limitations of traditional not-for-profit models
  • An epiphany 10 years in the making
  • Finding a way not to have to rely on exclusively philanthropic donations
  • Crowdfunding the idea and going viral
  • Choosing DTC instead of dealing with supermarkets
  • Keeping costs low with organic marketing
  • Growing 40× in a single day
  • Record donations but still not enough
  • Using their equity to accelerate growth
• 8 Building a community for a higher purpose: TRIBE
  • The challenges launching a brand
  • A tribe of runners
  • The problem with Mars bars
  • The TRIBE flywheel
  • A tribe of investors
  • Going beyond their niche
  • Using their mission to motivate
• 9 Launching a DTC brand in the 2020s. The new rules of the game: Lick | Clearing
  • There is always a catch
  • The rising costs of digital advertising
  • Removing the pain from decorating
  • The importance of branding
  • Multiproduct, omnichannel, multiple geographies
  • Money talks
  • Introducing Clearing and a new way to treat pain
  • Experiments and continuous learning
  • Launching smart
  • The new rulebook
• 10 The importance of an emotional connection with your customers: tails.com
  • Personalized dog food
  • Assembling a formidable founding team
  • Building a fail-proof business and then nearly failing
  • The turnaround
  • Opening up
• 11 From startup to IPO. How Casper achieved unicorn status but has still to win over Wall Street: Casper
  • History makers
  • The founding team
  • Turning around sceptical investors
  • The joy and pain of hitting your annual sales target in 60 days
  • 175 is a crowd
  • Finding new ways to stay ahead
  • ‘Don’t buy Casper’
  • Unfair criticism, business realities and what next
• 12 Using stress and burnout as the inspiration to build a better business: Heights
  • Not a supplement company
  • A flawed business model
  • The obstacle is the way
  • Trust as the foundation
  • Trialling the products and getting support from a famous ally
  • Not being about how many pills are sold
  • A content and community business
  • The importance of making and controlling your margins
• 13 How to use your low margin DTC channel as your omnichannel marketing machine: Ugly Drinks
  • A thoroughly modern business
  • Loving the category
  • The problem with sugary drinks
  • Starting out and choosing cans over bottles
  • A brand that stands out from the crowd and celebrates being different
  • Why DTC and omnichannel is consumer led
  • Managing high shipping costs
  • Coming to America
  • Using community engagement to drive innovation
  • Keeping communication relevant
  • Dealing with DTC low margins
  • Using social media usefully and authentically
  • Putting customers before a quick profit
  • Going glocal
• 14 Overcoming the challenges of a frozen supply chain to accelerate an inevitable shift to plant-based diets: allplants
  • The challenge of frozen food
  • How big family meals fostered a love and respect for food
  • The evolution of a social entrepreneur
  • Returning home with a new ambition
  • Frustrations due to the accessibility of a good plant-based diet
  • Using frozen food to achieve quality and flexibility
  • The market test
  • Veganuary
  • Raising money to expand
  • Building demand by turning customers into brand ambassadors
  • Continually innovating and improving to encourage customers to keep coming back again and again
  • Committing to a triple bottom line
  • The future for allplants and your plate
• 15 How DTC is helping a whole town get its mojo back: Hiut Denim
  • A maker and maverick
  • The making of a maverick
  • From side project to Carnaby Street
  • Storm clouds over the town
  • When growth becomes too much of a good thing
  • Starting again
  • Searching for the ‘why’
  • A unique period of time
  • Getting the band back together
  • Staying in control
  • Being responsible even if the answers are imperfect
  • Connecting with people via the motorways in the sky
  • Being patient and ignoring the need for immediate results
  • Meghan Markle and going home
• Summing up
  • What are the rules of DTC?
  • Wait, there’s more
  • Some thoughts on the interviews
• A note to the reader
• Acknowledgements
• Index
• Copyright

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