Read on Twitter
the internet is a gift.
a thread of wisdom I captured during a 1.5 hour discussion about DTC Growth on @chalk_app
s/o to these 5 for making this thread possible
@phil_jacobson
@briannekimmel
@briansugar
@damirbecirovic
@domm
a thread of wisdom I captured during a 1.5 hour discussion about DTC Growth on @chalk_app
s/o to these 5 for making this thread possible
@phil_jacobson
@briannekimmel
@briansugar
@damirbecirovic
@domm
1 // Investment Evaluation Framework:
Evaluate the founder
Do they have potential to be iconic?
Passion + deep experience and/or knowledge of the market space
If the founder’s personality is bigger than the brand it can be hard to separate the two down the road
Evaluate the founder Do they have potential to be iconic? Passion + deep experience and/or knowledge of the market space If the founder’s personality is bigger than the brand it can be hard to separate the two down the road
2 // Investment Evaluation Framework:
A few iconic founders who got some love from the panel & who you should follow!
@lindsaymc of @bitetoothpaste
@domm of @fast
@helena + William of @drinkhaus
@EmilyWWeiss of @glossier
@michaelpreysman of @Everlane
A few iconic founders who got some love from the panel & who you should follow! @lindsaymc of @bitetoothpaste @domm of @fast @helena + William of @drinkhaus @EmilyWWeiss of @glossier @michaelpreysman of @Everlane
3 // Investment Evaluation Framework:
‘Want-reprenuer vs. Entrepreneur’
Want-reprenuer sees white space in the market and builds a brand to capitalize on it
Entrepreneur: Deeply understands their market space and builds a brand from that intel. *10,000 hour rule*
‘Want-reprenuer vs. Entrepreneur’ Want-reprenuer sees white space in the market and builds a brand to capitalize on it Entrepreneur: Deeply understands their market space and builds a brand from that intel. *10,000 hour rule*
4 // Investment Evaluation Framework:
Thoughts on celebrities who are a part of a brand
Always ask the celebrity what % of their week is spent on building the brand
...if they’re too busy, accessing their time will be difficult and can slow momentum of growth
Thoughts on celebrities who are a part of a brand Always ask the celebrity what % of their week is spent on building the brand...if they’re too busy, accessing their time will be difficult and can slow momentum of growth
5 // Investment Evaluation Framework:
Understand celebrity’s level of dedication to building the brand
What is their actual CORE product? (musicians = their music)
That’s where their priority will go
Album Release Party > Brand Launch Event
Not a deal breaker - use
Understand celebrity’s level of dedication to building the brand What is their actual CORE product? (musicians = their music)That’s where their priority will go
Album Release Party > Brand Launch Event
Not a deal breaker - use
6 // Investment Evaluation Framework:
Look for a brand that’s NOT built around just ONE hero sku
@glossier is a great example of doing this well
Look for a brand that’s NOT built around just ONE hero sku @glossier is a great example of doing this well
7 // Investment Evaluation Framework:
Funding highs + lows
Turned off by founders who view funding as an “accomplishment”
A pitch for funding to establish a moat around their product
A pitch for funding for marketing spend 
Funding highs + lows Turned off by founders who view funding as an “accomplishment” A pitch for funding to establish a moat around their product A pitch for funding for marketing spend
8 // Investment Evaluation Framework:
Like to see potential for a moat
Solid example: a point of difference in their distribution model
@drinkhaus
+ if you like to know all the deets
https://www.modernretail.co/startups/how-haus-is-building-a-booze-brand-for-the-dtc-era/
Like to see potential for a moat Solid example: a point of difference in their distribution model @drinkhaus + if you like to know all the deets
https://www.modernretail.co/startups/how-haus-is-building-a-booze-brand-for-the-dtc-era/
9 // How to Build a Moat:
Direct access to your customer base
@glossier started with the blog http://IntoTheGloss.com which was leveraged as essentially a focus group for their loyal fans. Helped them build products they knew their customers would want. Knowledge + Access
Direct access to your customer base@glossier started with the blog http://IntoTheGloss.com which was leveraged as essentially a focus group for their loyal fans. Helped them build products they knew their customers would want. Knowledge + Access
10 // How to Build a Moat:
a share from @JasonCho17
on moats and tying it back w/ celebrities
Is public perception a moat?
i.e. when kanye dives into new “industries”, the public perception of him as a “creative” makes fans also follow - we saw this early w/ yeezy brand
a share from @JasonCho17 on moats and tying it back w/ celebrities
Is public perception a moat? i.e. when kanye dives into new “industries”, the public perception of him as a “creative” makes fans also follow - we saw this early w/ yeezy brand
11 // Future of Connected Fitness:
Peloton
Early movers advantage
The life cycle you want to see:
Loyal followers wearing your merch + changing their social bio to s/o their favorite instructor
Peloton Early movers advantage The life cycle you want to see: Loyal followers wearing your merch + changing their social bio to s/o their favorite instructor
12 // Future of Connected Fitness:
How can talent be your competitive advantage?
Leveraging top instructors and rising star instructors at a local level. Talent is a valuable asset.
How can talent be your competitive advantage? Leveraging top instructors and rising star instructors at a local level. Talent is a valuable asset.
13 // Future of Connected Fitness:
Brands brought up in discussion
- @onepeloton
- @tonal
- @getthemirror
- The Assembly
Brands brought up in discussion- @onepeloton
- @tonal
- @getthemirror
- The Assembly
14 // E-commerce Infrastructure:
Opportunity areas:
Subscription model for product purchase. Check out @recharge
Leverage SMS to enable customers. Check out @attentivemobile
Opportunity areas: Subscription model for product purchase. Check out @recharge Leverage SMS to enable customers. Check out @attentivemobile
15 // E-commerce Infrastructure:
Opportunity :
Can you disrupt a supply chain? Could you sell a premium product from your home?
Could a startup partner w/ an individual creator who already has their own distribution channel?
Opportunity : Can you disrupt a supply chain? Could you sell a premium product from your home? Could a startup partner w/ an individual creator who already has their own distribution channel?
16 // E-commerce Infrastructure:
Topics discussed
Headless CMS
Lots of love for low-code
and no-code
Topics discussed Headless CMSLots of love for low-code and no-code
17 // ....and that’s all i got! 
if i missed other valuable nuggets feel free to add to the thread’
takeaway...our access to people and knowledge is out there if you just do a little digging!
thanks @chalk_app for hosting!
if i missed other valuable nuggets feel free to add to the thread’ takeaway...our access to people and knowledge is out there if you just do a little digging! thanks @chalk_app for hosting!
