Consider Uber, the brand name that usually pops to mind when people bring up the term “the gig economy”. The company has received masses of criticism about its treatment of employees after the ex-Uber engineer Susan Fowler Rigetti dropped a PR bombshell, accusing Uber of discrimination and mistreatment of sexual harassment complaints. Moreover, Uber had to block access to anonymous workplace app Blind in their offices, as 2,200 of the company’s employees turned to the app to commiserate and express their frustration with their workplace.
It’s every leader’s dream to take their company to the next level, but it’s critical that those leaders are prepared if you start to experience explosive growth. This what exactly what the team at SaaS software company Medidata found out when their growth started to go through the roof.
Eva Spitzer is the founder and designer of Peony and Moss, the three year old fashion and apparel brand specializing in uniquely designed patterned socks. Located in Seattle, Eva’s business aim is to create beautiful socks that cater for the more modern, fashion-forward person, with an emphasis on comfort, warmth, and relaxation. From thigh highs, over-the-knees, and pretty ankle socks, Eva’s handmade designs are adored by those who enjoy the ‘cosy’ side of life.As a designer by trade, Eva created clothes for major national brands such as Macy’s and Bon Bébé, and was working in childrenswear development before deciding to quit and focus on turning her idea for selling patterned socks into reality.
Being a woman in business isn’t easy, but Eva has managed to expand her solo business from selling at trade shows into a successful eCommerce store. I talked with Eva about her business journey, the eCommerce lessons she’s learned, and the challenges she’s faced along the way.
The challenge: Product recognition and lack of online business experience
On taking the plunge into starting her own business, Eva said, “I had no idea how to start my own company. I just jumped in and started swimming”. With no prior experience in setting up a business, getting her brand recognised, or selling her products, she used other business models as a starting block.
Having read that another company had successfully started their business with just six necktie designs, she decided to try the same tactic. She’d also read that another pitched to 100 stores via email: she did the same, but received zero replies.
Eventually, Eva began to take things into her own hands, and called a small boutique near her home. Despite not having the capacity to meet with her, they did give her the inspiration to attend a trade show as a seller. After selling her first five orders at her first show, she knew that her designs could sell, but she left the show with a profit of just $100.
Despite making headway at trade shows, Eva knew that in terms of long-term profitability it wasn’t a sustainable business model, and not the best way to build brand recognition due to their one-off nature. Using her cornerstone – her passion for design – and her desire to learn how to sell, she began the process of building her brand through an online store.
Lesson #1: Build brand awareness early
Once Eva had set up her online store, she wanted to develop its brand awareness and online presence. In early 2015 Eva began to:
- Send more sales pitch emails
- Expand her line into 30 designs
- Receive and incorporate feedback from a sales rep
- Sell to a daily deals site (which boosted her website, her brand, and traffic)
- Answer HARO requests to build her online presence (which gives her opportunities to be featured in other media outlets).
And her hard work paid off. Later that year, Eva sold her products to major American retailer, Nordstrom, and her online sales amounted to 10 percent of her total sales.
“I chose MailChimp because I’d used it previously and was so impressed by its features,” says Eva. “It’s really inexpensive for a business as small as mine. MailChimp is also great for setting up a series of automated emails when people sign-up, which eliminates a lot of time I need to spend manually emailing and getting my brand out there.”
eCommerce lesson: Recognize what works for your business, e.g. keep in mind your target audience, product, and the resources already available to you. Don’t be afraid to mix new marketing methods with more ‘traditional’ ways of generating brand awareness.
Lesson #2: Learn where and how you sell best
Having used Shopify in a previous job, Eva turned to the eCommerce app to help launch Peony and Moss. She uses Shopify add ons to integrate with Facebook and successfully sells on Wanelo – a marketplace where both large brands and independent sellers can sell their products. This has been helpful in expanding her customer base.
Despite the current craze for influencer marketing, Eva is yet to reap the rewards from sending bloggers and influencers socks to review. Nor has she seen any great return from focusing on social media platforms such as Facebook or Twitter. However, Eva found that when customers tag the shop on Instagram, and when she reposts pictures from her clients, traffic to the online store improves.
eCommerce lesson: Don’t restrict yourself to an eCommerce store. Assuming a presence on multiple platforms can increase brand awareness and drive traffic to your store.
Lesson #3: Never stop learning
Eva’s come up against a lot of challenges while running the business on her own, and learned many eCommerce lessons along the way. Knowing that the business begins and ends with her, she’s quickly understood that she can’t be complacent about learning new trends or knowing how to efficiently market her business. Here are some key areas that Eva had to educate herself on while getting her business off the ground:
Search engine optimization (SEO)
On the process of optimizing her site for SEO, Eva says, “I definitely did not have any understanding of SEO before I set up my eCommerce store. Now, I actually use my Etsy shop to see what searches people are using to find my socks, and I then try to incorporate those terms into my listings.”
Eva is passionate about being able to connect with her customers. “It’s a new skill for me, learning how to connect with people on a human level,” she says. “I wrote an article about decluttering which really resonated with people, and the response gave me the confidence I needed to continue teaching myself about how best to communicate, and the importance of content marketing even as a really small business.”
Recognising that people were often buying multiple pairs of the same socks, Eva added product bundling – the option for customers to buy multiple pairs with a discount – to her shop, which has grown sales further.
“I’m trying to continually learn and teach myself how to improve”, Eva says, and is currently taking a business class so she can:
- Better understand customer needs
- Learn how to get to know her customer base
- Use email marketing to build customer relationships
- Write blog content that resonates with people.
eCommerce lesson: Be prepared to put in the hours required to learn different skillsets and vary your offerings to ensure your business can thrive.
Lesson #4: Time really is money
Maintaining her business at its optimum level has been a big challenge for Eva. She quickly learned that, often, relying on other people can disrupt business, and that, due to the nature of her product, the sales cycle isn’t smooth all through the year.
One lesson Eva has learned is not to rely on just one customer. “During a ‘lace trim’ sock trend, a buyer asked me to supply them in bulk for them to sell, but they didn’t actually sell them. The trend ended up dipping, and I was stuck with a huge overstock of inventory”, Eva says. “I’ve learned that getting stronger commitments from people is a must, and that there’s often a need to be firm and proactive – for example, I should have insisted they run an event, and let them know how much this setback was hurting my business.”
Sales fluctuations and cash flow
Another lesson has been in learning how to handle the nature of the sales cycle. “One of the biggest surprises for me were the sales fluctuations throughout the seasons; socks by their nature are very seasonal, but I wasn’t entirely prepared for that”, says Eva. “Now I know the sales cycle much better – stores normally buy in August in preparation for the holidays, and I know that I need to buy my fall inventory in the spring, which can present cash flow issues.”
eCommerce lesson: Secure firm commitments from potential business partners, and consider using customer management software to be fully prepared for your sales cycle.
Peony and Moss big-wins
Despite being, for the most part, a business run by just one person, Peony and Moss has enjoyed notable achievements to date:
- Average order size has grown from just one pair of socks to three
- Average order value has grown threefold, from $36 to $100
- 2016 sales grew by around 10 times compared to the previous year
- Featured in multiple gift guides, The Seattle Times, BuzzFeed, and the Etsy newsletter.
What’s next for Peony and Moss?
Eva is more than proud of what she’s been able to accomplish so far. “I’m thrilled with how far I’ve come. The reaction I’ve had from customers to my products is great, and now I’m ready to expand the business”, says Eva.
“By continuing to teach myself, and being eager to learn the ropes with everything from email marketing, content marketing, and sales, I have been able to grow the online business at a rate that I’m really proud of”, she continues. “I think that many eCommerce stores don’t focus on their brand enough – myself included – it’s something I’m working really hard on”.
Peony and Moss is a great example of how an extensive background in sales or eCommerce isn’t necessary to succeed – a willingness to learn and a passion for what you create can foster a great basis for a growing business.
And Eva has big plans for the near future:
- Introduction of ‘sock subscriptions’, in order to increase customer lifetime value
- Expansion of the Peony and Moss line to include blankets, shawls, sweaters, and robes
- Continuation of her Buy One Give One scheme, where she donates one pair of socks to someone in need with each pair sold
- Focus on email and content marketing to increase sales and customer base.
What have been your most valuable eCommerce lessons?
Have an inspiring story to tell about your small eCommerce business success? Let us know in the comments below or email me at email@example.com.
Happy employees are productive employees, and employee motivation is one of the biggest factors that invariably leads to success in most businesses. In fact, a disengaged employee costs $3,400 for every $10,000 in annual salary.
Women in business face a myriad of challenges such as gender discrimination, ‘startup sexism’, and a lack of career advancement opportunities (to name but a few). However, in 2016, the State of Women Owned Businesses Executive Report estimated that there are now over 11 million women-owned businesses generating more than 1.6 trillion dollars in revenue in the United States alone. The Peterson Institute also found that companies with a heavier female presence are more profitable. Despite huge barriers, women are advancing in the business world.
To celebrate International Women’s Day on March 8th, we’ve put together a list of some of the most noteworthy women in eCommerce. A mix of the well-known and some newer faces, we’re hoping this list will inspire other women in the industry.
Kristin Berry is the founder and CEO of Miss Design Berry, an eCommerce store specializing in personalized art and stationery for weddings and events. By creating a niche line of products ranging from mugs, invitations, guest books, and even personalized SnapChat geotag filters, Kristin has been able to take the business from a small side-hustle to a twenty person strong team with a revenue of almost $700,000 in just five years. Miss Design Berry prides itself on every design being the result of careful collaboration between designer and customer.
On the challenges that women in eCommerce experience, Kristin says,
“There can be a perception that women tend to be less business savvy, so there’s an extra need to ‘prove’ yourself when speaking with businessmen. It’s also assumed that we can be less aggressive, so a lot of the time I feel underestimated. Add that to being a young business person, and it really becomes interesting to see how people perceive my abilities (and how they get proven wrong!)”
With her team of 19 other women, her aims for the company this year are:
- To achieve $1M in revenue
- Expand the product line
- Venture into a line of retail items.
Naama Bloom is the founder of HelloFlo, a women’s health company which began as a subscription box filled with products such as tampons, sanitary towels, and candy, delivered to customers’ doors on a monthly basis to coincide with their menstrual cycle. The subscription boxes aim to:
- Lend a hand to modern women by helping to prepare their purses with feminine products prior to getting their period
- Educate young women on periods and physical changes, and reduce the ‘embarrassment’ that can accompany periods
- Empower young girls and women by reducing the stigma surrounding periods.
HelloFlo came to viral fame in 2014 when it released its ‘First Moon Party’ video, a comedic take on a young woman getting her period, which to date has almost forty million views. HelloFlo began as an entirely self-funded venture (on a shoestring budget, too!), and began while Naama was still working another job. In 2016, HelloFlo was acquired by SheKnows Media, where Naama holds the position of Senior Vice President of Integrated Marketing (though HelloFlo continues to be its own stand-alone brand).
Women in eCommerce can learn a lot from Naama: she’s been named as “one of the fifty most creative people in the world” by AdAge, as a “woman of influence” by the NY Business Journal, and in 2017 will publish a book which aims to help guide young girls through their periods.
Katia Beauchamp and Hayley Barna
Katia Beauchamp and Hayley Barna are the founders ad CEOs of Birchbox, the infamous makeup and beauty subscription box adored by women and men across the globe. Having met at Harvard Business School, the pair wanted to solve the problem of oversaturation in the beauty market, and provide a cheap and efficient way for people to try new products without breaking the bank. The boxes retail at $10 each, and customers receive monthly deliveries of sample products (often personalized).
Since 2010 the duo have managed one million subscribers, raised 80 million dollars in venture capital, opened a physical store in New York, and, recognising that their in-store visitors have a higher customer lifetime value, have plans to open a second in Paris. Katie and Hayley have successfully combined their product ideas with clever editorial content, and smart partnering with beauty and grooming brands, to grow this incredibly popular business idea over the past seven years.
Richa Kar is the founder and CEO of Zivame, a leading Indian lingerie website that aims to eliminate the embarrassment that women experience while buying underwear in stores in India.
Richa began Zivame in 2011 after discovering a gap in the market for online lingerie while working in a previous job. To be fitted for a bra by a man in India is the norm, and so Richa wanted to improve the customer experience for women shopping for intimate wear. Wanting to combat the old-fashioned, ‘hush-hush’ attitude towards lingerie in India, Zivame has launched campaigns such as #FitForAll to destigmatize the buying of underwear and to promote body positivity.
Capitalizing on its online successes, Richa, as part of an omni-channel strategy aims to open 100 offline stores and fitting centres over the next two years, alongside launching her own private label.
Jasmin Larian is the CEO, founder, and creative force behind Cult Gaia, a fashion brand that explores the ideals of “femininity, fantasy, and fun”. Through creating unique and recognisable ‘must-have’ apparel such as flower crowns and turbans, Jasmin took the company from hobby to niche brand.
Jasmin began Cult Gaia in 2012 after she graduated from the Fashion Institute of Technology, and has focused her design efforts on making products that are conversation starters and art pieces. Her designs have adorned everyone from Beyonce, Jessica Alba, and Chrissy Teigen, while her iconic ‘Gaia Ark Bag’ has truly put the brand on the map – so much so that she struggles to keep them in stock, with a waiting list of thousands.
Are you a woman in eCommerce?
Have an idea for an eCommerce business, or want to take your online store to the next level? Check out the range of eCommerce software listed on GetApp.
Let us know about your journey as a business woman in eCommerce in the comments below, or email me at firstname.lastname@example.org – I’d love to hear your story.