When dropping online, it would no longer be possible to control every shipped product ourselves. We commuted a pre-launch meeting in beautiful Bavaria, where the product is manufactured, and set up a first general quality standard with our production.
Our first challenge was to implement all our learnings (from the raffle) regarding packaging and shipping at our fulfillment partner.
Then we shock-dropped.
We can't start at Amazon world domination level anyway, so why wait if we can learn quickly and provide first sneakerheads in queue with the hottest sneaker boxes on planet Yeezy.
As soon as we had set up the fulfillmet we went live spontaneously. For the sake of simplicity, we started exclusively selling double packs in the first online drop.
We fulfilled the first orders still locally in the production.
10 days later our prepared items and shipping cartons were gone, we collected first reviews and checked with some buyers.
In our notepad we put down:
- Shipping fees have to go down - talk to DHL
- Shipping fees must be calculated dynamically in the checkout
- 2% products were damaged - rethink packaging!
- Bundle options are desired
- Price down would be appreciated
We implemented these points in our second drop and went online again with new items.
In our pitch deck we scribbled:
- Sold and shipped to 9 EU states
- Sales per user: Extraordinary compared to e-com benchmarks
- Conversion rate: Yes, hm, okay (1,83%)
- Return rate: < 1%
- Raffle Winners/Pop-Up Visitors bought again
Even good when bad.
We not only got good reviews when everything went well but also received great feedback for our service when something went wrong, e.g. parcels to Spain caused address problems (we shipped out again), a few products were accidentally B-goods, we replaced them immediately.
There are startups with worse starting positions.
What would we do with our design project?
What would Pharrell do?