Mike Stevens

The Direct to Consumer Playbook

The Stories and Strategies of the Brands that Wrote the DTC Rules

• Broschiertes Buch

Produktbeschreibung

SHORTLISTED: Business Book Awards 2023 - Start Up/Scale Up

Build your DTC brand by learning from the best. As consumer buying habits continue to shift, more and more brands are turning their attention to e-commerce and selling direct. However, few manage to succeed at scale.

Overcome the challenges of the ever-increasing cost of marketing, the demands of customer service, complicated logistical requirements and the perils of selecting the right technology by learning from the DTC pioneers who have got it right.

Read the founding stories, strategies, failures and eventual success of DTC brands such as Huel, graze, Snag, tails.com, Who Gives a Crap, Casper, Lick, allplants, Bloom & Wild and more to discover:

· How they got started, what worked then and what works now
· The importance of building a community and how to use data
· When to consider going multichannel
· Why you need a bulletproof brand
· Navigating funding, margins, growth,customer service and product development and more

For the first time, the best in class of DTC share their playbooks so that you can understand and build on their successes.

Produktdetails

• Verlag: Kogan Page
• Artikelnr. des Verlages: 14124
• Seitenzahl: 224
• Erscheinungstermin: 31. Mai 2022
• Englisch
• Abmessung: 233mm x 155mm x 15mm
• Gewicht: 345g
• ISBN-13: 9781398605428
• ISBN-10: 1398605425
• Artikelnr.: 62548065

Autorenporträt

Mike Stevens has played key roles in two of the most iconic start up-challenger brands in recent years: Innocent smoothies and Peppersmith plant-based chewing gum and mints. At innocent, he built and ran their supply chain for six years before becoming a country manager and heading up the brand's launch in Scandinavia. In 2009 he co-founded Peppersmith. He is now a consultant for D2C food and drink businesses and is a mentor for Virgin Startup. He is based in Poole, Dorset, UK.

Inhaltsangabe

• • Chapter - 00: Introduction;
  • Chapter - 01: In the beginning was graze.com - graze;
  • Chapter - 02: From a side hustle to international stardom - Huel;
  • Chapter - 03: Unearthing a huge problem hidden in plain sight - Snag;
  • Chapter - 04: Measuring satisfaction and why it matters - Bloom & Wild;
  • Chapter - 05: Moving with the times and the art of resilience - Cornerstone;
  • Chapter - 06: Why bigger is not always better - Sugru;
  • Chapter - 07: Using DTC toilet paper to build toilets and ensure access to sanitation for every person on the planet by 2050 - Who Gives A Crap;
  • Chapter - 08: Building a community for a higher purpose - TRIBE;
  • Chapter - 09: Launching a DTC brand in the 2020s. The new rules of the game - Lick Clearing;
  • Chapter - 10: The importance of an emotional connection with your customers - tails.com;
  • Chapter - 11: Using stress and burnout as the inspiration to build a better business - Heights;
  • Chapter - 12: How to use your low margin DTC channel as your omnichannel marketing machine - Ugly Drinks;
  • Chapter - 13: Overcoming the challenges of a frozen supply chain to accelerate an inevitable shift to plant-based diets - allplants;
  • Chapter - 14: How DTC is helping a whole town get its mojo back - Hiut Denim;
  • Chapter - 15: Summing up

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Chapter
00: Introduction; Chapter
01: In the beginning was graze.com
graze; Chapter
02: From a side hustle to international stardom
Huel; Chapter
03: Unearthing a huge problem hidden in plain sight
Snag; Chapter
04: Measuring satisfaction and why it matters
Bloom & Wild; Chapter
05: Moving with the times and the art of resilience
Cornerstone; Chapter
06: Why bigger is not always better
Sugru; Chapter
07: Using DTC toilet paper to build toilets and ensure access to sanitation for every person on the planet by 2050
Who Gives A Crap; Chapter
08: Building a community for a higher purpose
TRIBE; Chapter
09: Launching a DTC brand in the 2020s. The new rules of the game
Lick Clearing; Chapter
10: The importance of an emotional connection with your customers
tails.com; Chapter
11: Using stress and burnout as the inspiration to build a better business
Heights; Chapter
12: How to use your low margin DTC channel as your omnichannel marketing machine
Ugly Drinks; Chapter
13: Overcoming the challenges of a frozen supply chain to accelerate an inevitable shift to plant
based diets
allplants; Chapter
14: How DTC is helping a whole town get its mojo back
Hiut Denim; Chapter
15: Summing up

Rezensionen

"Very few books are both as inspiring and useful as this. Mike has looked beyond the glossy case histories to the real learning curves of success and failure in DTC and feeds the flame of our entrepreneurial spirit as he does so." Adam Morgan, author of "Eating the Big Fish" and Founder and Partner, Eatbigfish