Origins #18 — Setting Up Shop
Merchants in 2017.
In this series we are documenting the journey of building DULO, starting from Day 1. Every week we publish a new chapter that takes you behind the scenes of our process. With every article, we want to provide value to you, the reader. We share the success and failures, the opportunities and the challenges that we face while executing our vision.
If you are new, check out our previous post.
While our second batch of prototypes is being produced, with the improvements outlined in our previous post, we are shifting our attention and energy into how we should approach setting up the infrastructure of selling our products online.
We approach marketing from two different perspectives, long-term, brand building and short-term, transactional, sales.
The process of documenting and putting out daily content around what we are doing, is a big piece of building the brand long-term, therefore that will be an ongoing daily activity.
On the more short-term/transactional side of marketing, we have a few things that we need to figure out, before we go to market. There are a few platforms in which we are investing a lot of research time:
- Facebook Ads
- Fulfilment by Amazon (FBA)
- Amazon marketplace
Let’s go through each one of them and see how we plan on leveraging them in order to build this business.
We are going to build our e-commerce/webshop on Shopify. Shopify comes out of the box with all the solutions you need to run a successful online business. There are a ton of integrations and apps, that will let us be very quick on introducing new functionalities, without having to code something on our own, again giving us time to focus on the actual business.
We believe that the most powerful paid ad platform at the moment is Facebook Ads. We will be working towards bringing traffic and awareness to the product from many different channels, but our main marketing $ will be going into Facebook Ads.
FBA will take care of our storage/warehousing and fulfilment. The plan is for our manufacturer to ship nearly all of the inventory to an Amazon warehouse that will be connected to our Shopify store. All the orders that go through our ecommerce store, will be automatically fulfilled by Amazon, which they will also take care of returns and exchanges. Again, a big chunk of a process that we can delegate to a party that is way more competent and experienced at storage and delivery.
By having our store on Shopify and fulfilment done by Amazon, this will also enable us to eventually start selling on Amazon itself. It’s a decision that we still need to make, mainly regarding how we want to position the brand, but having that option there, might serve us well in the future.
The infrastructure of the supply chain is pretty clear at this point, but there is a lot of learning that will go into figuring out and learning how we should leverage paid advertising and how we want to start targeting all of the different target groups that have come up so far as potential clients.