Seller interview – Romperjack

Seller interview – Romperjack

They followed a Kickstarter campaign and beat the competition at their own game.

Every now and then we come across something truly unique. It’s the uniqueness that captures the hearts and wallets of consumers making what was a clever idea into something highly successful. Below we interview Justin the founder of Romperjack which was founded in 2017 and since then has experienced incredible growth. They’ve tapped into a fashion niche and from their strong beginnings as a men’s only fashion line they’ve successfully expanded their footprint. 

The business sells romper suits and was established after seeing a Kickstarter campaign. They hustled and have exceeded all expectations, with annual revenues of $594,000.  

Interview with the Founder

You’ve built an impressive eCommerce business. How did it all start?

We came across a campaign trying to raise money to launch male rompers.  The Kickstarter campaign had a goal to raise $10,000 in 30 days. They surpassed this goal instantly and were able to raise $350,000 in just 3 days.  We instantly realized this was going to be very successful. So, we quickly went to work to launch our own brand with an aim of beating them to market. Romperjack was born. 

Your business is built on creative genius and quality manufacturing. Tell us about how it all comes together?

The creativity of our brand really comes from our customers.  Every style we design and decide to launch is voted on by our customers.  It’s the perfect product-market fit for us! We have found some really great manufacturers overseas that are extremely patient with our focus on quality.  They always go above and beyond for us and make everything just right before going to full production with new styles. 

The audience response is something most companies would dream of. Why do they engage / what is your ‘secret sauce’?

Our audience really engages well (with Romperjack) because the products we design and sell are something they have never seen before.  80% of our buyers are LGBTQ and they are the kindest and most supportive audience. We really care about our followers and we always make sure to share quality content and respond to all of their comments.

A company like this is reliant on a team of fantastic marketers, designers etc. How is the team structured?

Actually, this company only has 2 people that actually do the marketing and designing.  We found a way to make marketing and designing simple and make it run like an efficient well-oiled machine.  A lot of the time, designs are sent to us from our customers or influencers and we kind of just roll with them. It makes it super easy for us.

You are moving on to a new passion project. Why are you leaving such a great business and what are the opportunities for accelerated growth?

Yes,  we are moving on and we are sad to let our baby go, but we have a brand new exciting company that needs a little jumpstart.  We started a company called Whiz Tutor. Whiz Tutor is a mobile app and web app that allows students and parents to book on demand local in-person tutors anywhere, anytime. We need funds to boost this company and to take it to the next step.

The good news for the new owner is that Romperjack has so much potential and there are so many ways you can take this company to the next level.  First, is to offer our products to customers in other countries like Brazil. We have more Brazilians visiting our website than anyone else. Second, Romperjack has had offers to go into retail stores but we didn’t have the money readily available to get a large enough inventory order at the time. Third, is to market our products to other interested markets, we have really only focused on the LGBTQ market to date.

It would seem you are dependent on social media to advertise. What kind of risk is there in such a dependency?

Actually,  social only makes up 45% of our sales.  We have a lot of organic and direct customers.  Meaning they search for the rompers or jumpsuits on google and we pop up.  Not only do we show up on PAGE 1 of Google, we show up on PAGE 1 SPOT #2. Which many companies never make it to this level, Romperjack has amazing SEO power.

What does the competitive arena look like? Who do you worry about at night?

We really only have one 2 competitors: one is RompHim “they are the original company that launched on Kickstarter”  and the second is Zesties. Zesties is a bargain low-quality brand that is sold on Amazon.

Romperjack is focused on selling premium rompers and jumpsuits that are actually stylish.  If you actually look at these companies style you wouldn’t even catch yourself dead in one. So many of our customers have said they returned their Romphim and bought a Romperjack instead. Plus, competition is good!! It keeps us striving to do better and to continue to give our customers an amazing product. 

A smart businessman once told me “if you don’t have competition you are either a complete idiot and no one will ever buy what you are selling or you are a complete genius!”

Video Marketing is the new trend in business

Video Marketing is the new trend in business

People are now watching 100 million hours of video content on Facebook on a daily basis while 10 billion videos are viewed daily on Snapchat.

These figures are mostly due to using video content for marketing purposes. We can’t deny the fact that video marketing is the new trend in business.

We take a look at the latest trends in video marketing and see if the medium is all hype or effective. Parham Azimi, CEO of Cantemo gives us his insights.

The average consumer would find it hard to avoid watching some form of video in a day.  The social media explosion has given us a platform where billions of people can get easy access to free video distributions.

Cisco predicts that 82% of internet traffic will come from video by 2021.

Amateurs do much of the video content we see for different reasons. A growing number can be linked to video marketing.

Social Media Examiner shared a report that shows 60% of marketers use video with 73% of them planning to increase their use of the format.

One of the most significant trends is that companies are now starting to build video marketing strategies. Tactics are now being formed to take advantage of social media as a means to promote video content.

It does not come as a surprise that more brands are beginning to produce videos because 73% of marketers believe that video impacts ROI.

By nature, videos are more engaging than static text and imaging. Social video gets 12 times more shares than text and images put together.

The top two benefits of video marketing in social media are higher traffic and business awareness. 75% of internet marketers give positive reports from video regarding getting more traffic.

We take a look at Buzzfeed’s Tasty Facebook page which has more than 93 million likes.  The posts on this page are bird’s eye view videos of meals and snacks made by an unknown chef.

The most watched video is a 1.44-minute video called ‘sliders four ways.’ which shows four recipes for tray cooked burgers. This video has been viewed 203 million times, has 5.5 million shares, 1.4 million interactions, and 289,000 comments.

If you think about recipes and cookbooks, only a few will read them for fun. Tasty took advantage of video to make these same topics engaging and lively.

They are using the same video platform to promote other products like custom cookbooks and an induction cooktop.

The company has hit the right spot when it comes to engaging consumers. They have separate pages that cater to different countries and cultures when it comes to cuisine. A page that offers healthier recipes was also added. Tasty videos are short and easy to follow. They also mastered the footage without sound tactic. The angle that they used for footage also gives the user the feeling that they are participating. These techniques have been proven effective with quantifiable results.

New Technologies

We can expect an increase in competition for viewing time. There are new technologies that can be used to boost the effectivity of video marketing.

Virtual reality, augmented reality and 360-degree videos are some of emerging tech that can be used to enhance current tactics.

A new category has come up due to AR and VR tech called immersive video. This is going to get popular soon which makes the competition fierce among marketers.

Ultra HD resolution is slowly becoming the standard although file sizes are still a challenge.

A 360-degree video ad from Hong Kong Airlines has proven to be 35 times more effective than the same ad in the 2D version. The University of Sydney has also featured a 360-degree tour of the campus. This decision is based on the 20% international student population in the school.

The travel industry is also reporting great success from VR and 360-degree marketing content. Allowing prospects to experience a destination before making a purchase increases the chance for more sales.

Thomas Cook introduced VR videos to promote specific tours in ten of its New York offices. This resulted in a 190% increase in the promoted tours and 40% ROI.

Michael Santiago - Author

Michael is an experienced leader and innovator with a long track record of successfully developing brands online. His proficiency in growing as platforms, generating web traffic and global team building has aided in driving Newswire’s rapid growth. Michael strives to make press release Newswire the disrupter in the PR and Marketing space, allowing businesses to attract media attention without the need for high-priced agencies. For more info.CLICK HERE

 

Is it time your business jumped onto Amazon FBA?

Is it time your business jumped onto Amazon FBA?

If you already have, or you’re contemplating, a start-up with an actual physical product to sell, then you have probably heard of Amazon FBA – but what is it exactly and what are its advantages and any potential drawbacks you need to know about?

Well, as a budding mature-age entrepreneur myself I’ve been very interested to follow the progress of one of my friends, Georgina, who has been steadily building a very successful business in high quality skin care products, emulating the well-known and pricey Aesop’s range, but with some extremely creative additions as well.

Like so many other successful start-up businesses, Georgina’s was initiated in her garage, where she worked hard to experiment with bases and herbal ingredients (some of them very expensive) and the mixing, matching and blending processes to create not just practical but alluring fragranced skin products – from hand-wash, to body wash, to nourishing body oils, and later on perfumed candles and aroma diffusers.

The design of packaging (again very expensive) was a major challenge. Logos and branding took time and creativity. The initial sales (obviously on a loss basis for quite a while given the development costs) were to family and a network of friends. But there was a vision. The vision held firm and the viability grew. Finally there was proof of concept as the sales took hold online and some great exposure was achieved when a major Melbourne homewares brand with several suburban stores agreed to stock some of the range.

By now the garage was completely outgrown. It was time to lease a bigger space just for the production itself, and the rental was a significant expense. Georgina took on a couple of university student casuals to help her – but by now the real problem was storage, managing inventory and delivery. Packaging and posting individual orders and hand delivering the store orders had become unmanageable and Georgina was completely out of storage and handling room.

Amazon FBA (Fulfilled by Amazon) entered the Australian market space just 12 months ago – at exactly the right time for Georgina. As a great example if IaaS (Infrastructure as a Service), Amazon FBA manages every aspect of the pick-up, storage, inventory management, order shipping and even customer returns.

It’s useful to clarify that your product does not need to be sold on Amazon itself (although of course it can be). The winning point of differentiation for Amazon FBA is that it’s an end-of-the-line system which saves your business time and money because Amazon stores your products and manages their delivery in your direction. The fulfilment fees are extremely competitive, given Amazon’s vast network of storage, delivery and inventory management systems. Their advanced data management systems allow you to monitor and track all inventory, orders and deliveries as they are happening.

The fulfilment fees include all packing of orders, inner packaging and delivery, even including the management and accounting for any returns. Separately there is a monthly storage fee, based essentially on your cubic metres of stored product. It would be impossible for a small start-up company to access its own rented storage facility in an equally cost-effective way.

All of Georgina’s products are classified by Amazon FBA as ‘standard-size’, but companies with large physical products such as craftsman-made tables and furniture are also accommodated on a different storage fee schedule. One potential financial hiccup to be aware of, is that Amazon FBA storage fees have a price hike (literally tripled) in October-December because of the premium on space in the lead-up to Christmas, but this applies to the storage fee only, not to processing and delivery fees.

Obviously, costs will depend on the kinds of products being handled, but as an indication in Georgina’s case, her typical $30-$40 product has a per-item cost of under $3 for picking up, packing and shipping, plus around $30 each month per cubic metre of stored products. In the case of her business, that’s a lot of product she doesn’t need to store, package and handle for shipping, allowing her and her couple of part-time assistants to concentrate on what they find more interesting and enjoyable – developing and actually making their product range.

For a small business, there are really very few drawbacks in using Amazon FBA. Initial account set-up, including business and individual identity verification, and learning the system for preparing product for FBA collection is a bit complex initially, but once managed it’s plain sailing. It’s also sensible to check out the very large number of order fulfilment alternatives to FBA offered by many companies now for Australian-based businesses. Few can rival the economies of scale of Amazon, but the best deal for your business may depend on exactly what it is you’re selling and your own production or sourcing processes.

In this article, I’ve concentrated on Amazon FBA for Australian-based businesses creating physical products for sale. However, it’s important to remember that there is a massive growing global enterprise in third-party selling. This is where the trader sources products from an original supplier literally anywhere in the world, and then markets it with a price markup, often at a huge margin. Using Amazon FBA the third-party seller can create a highly profitable business without ever actually handling the physical merchandise at any point at all.

A variation on this, and one that is often highly successful is the ‘Private Label’ approach. This is where an already existing product is sourced, usually from a low-cost producer overseas, and branded with the third-party seller’s own logo and brand name.

Now that’s a completely different scenario from Georgina’s business, but a very interesting one to explore in a separate discussion another time along our journey.