How to build a successful e-commerce store with
no technical background
Presented by Cody McKibben (Thrilling Heroics) and Jun Loayza (RewardMe)
Cody
Jun
Background
• UCLA 2007: B.A. in Economics and Philosophy
• Left the corporate world after 3 months
• Failed 2 companies from 2008 - 2009
• Successfully sold 2 companies from 2010 - 2011
• Closed deals with Whole Foods Market, Sephora, Levi’s, and Activision
• Raised over $1,000,000 in Angel funding
• Current full-time startup: RewardMe
• Current lifestyle business: Minted Republic
http://MintedRepublic.com
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[email protected]
Minted Republic Overview
• Launched in February 2012
• Currently generates over $10,000 in revenue
• 5 hours of work or less per week
• 2 partners
http://MintedRepublic.com
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[email protected]
How to get started
The 1st steps to take
Why did we choose an online boutique for
women’s apparel?
Establish partners that compliment each other
1. Joseph (Equity): Advertising and Operations
2. Rees (Equity): Development
3. Jun (Equity): Accounting, legal, overall management
4. Christine (Commission): Stylist
5. Kevin (Paid): Photographer
http://MintedRepublic.com
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[email protected]
Find the manufacturer and negotiate
• Joseph (partner in Los Angeles)
➡ Met with 10 companies in the garment district
➡ Set up meetings for me to negotiate and close a deal
• Terms negotiated
➡ We hold no inventory (drop-ship model)
➡ We get access to their entire collection (sold to LA boutiques)
➡ We pay wholesale prices
➡ Manufacturer ships product to customers
➡ Manufacturer receives 10% of the profits
http://MintedRepublic.com
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[email protected]
Build and design the e-commerce store
• Platform: Shopify Professional
➡ $60/month
• Theme: Shopify premium theme
➡ $200
• Customized the premium theme
➡ Joseph: designed based on premium theme structure
➡ Rees: coded the design
http://MintedRepublic.com
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[email protected]
Model + Photography
Catalog and Lookbook shoot
Core principle: Copy what works
We modeled our site after Nasty Gal
Model: Lauren
• Found on Model Mayhem
• Cost: $400/day
• Utilized Kevin’s account to
reach out to her
Photography
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Team
•
➡ Kevin and Felix: lead
➡ Christine: founder of the
photographers
manufacturing partner company
➡ Christine: Hair and makeup
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➡ 10% of profits (from terms)
Cost
•
➡ $3,500 per day
Clothing + Accessories
➡ Manufacturing partner gives us
samples for the shoot
➡ $5 per final image
•
Stylist
➡ Christine brings accessories
Location
from her closet
➡ Buy and return from stores
➡ Studio: Kevin’s house
http://MintedRepublic.com
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[email protected]
Drive Traffic: advertising and SEO
Advertising: what did NOT work
• Google Adwords
• Facebook Ads
http://MintedRepublic.com
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[email protected]
Advertising: what DID work
• Banner ads on fashion blogs
• Sponsored reviews with fashion bloggers
• Giveaways with fashion bloggers
Giveaway spike
http://MintedRepublic.com
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[email protected]
Advertising: cost breakdown
Type
Cost
Payment Type
Banner ads
$50 - $200
per month
Sponsored review
Free - $200
per review
Giveaway
Free - $100
per giveaway
http://MintedRepublic.com
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[email protected]
Prime placement
Negotiated with fashion bloggers
to get prime placement on site
Search engine optimization
• Anchor text on all sponsored reviews and giveaways
• Get links from popular fashion sites:
➡ Lookbook.nu
➡ Chictopia
• Alt tags for all product images
http://MintedRepublic.com
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[email protected]
Improve conversions +
email marketing
How to make the sell
How we improved conversions
• Free shipping and 365-day return policy
• Grapevine reviews
• Featured items on the home page that were mentioned
by fashion bloggers
• Gave fashion bloggers a widget to embed our product
on their blog
http://MintedRepublic.com
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[email protected]
How we use emails
• Platform of choice: Mailchimp
• How we collect emails:
➡ Fashion blogger giveaways
➡ On-site: customer can opt-into our newsletter
• What we send via email:
➡ Style inspirations
➡ Announcement of new collection
➡ Promotions
http://MintedRepublic.com
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[email protected]
What’s next for Minted Republic
Upcoming projects
• Hire social media manager
• Launch Minted Republic blog
• Create a network of fashion bloggers
• Expand manufacturing partners
http://MintedRepublic.com
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[email protected]
Jun Loayza
President of Minted Republic
[email protected]