I built an 8-figure business by making plant-based phone cases.
Here’s how I did it:
Here’s how I did it:
I'm a big fan of category creation, and I knew that would be a challenge in the phone case market.
My goal was to create a product nobody had ever heard of, and also make a difference in the world.
But with phone cases...that would be a challenge...
My goal was to create a product nobody had ever heard of, and also make a difference in the world.
But with phone cases...that would be a challenge...
I started with a problem, not a product.
There are over a billion phone cases produced every year, this creates a significant planetary waste problem.
So, I began to explore how to fix this problem...
There are over a billion phone cases produced every year, this creates a significant planetary waste problem.
So, I began to explore how to fix this problem...
I know from experience that picking a product and modifying it can change the game (I did this before with compostable pillowcases).
So we came into the phone case market and created an entirely new category: zero waste cases.
Here's why category creation works:
So we came into the phone case market and created an entirely new category: zero waste cases.
Here's why category creation works:
Creating a new category means no competition, at least not at first.
Everyday use? Check.
Unusual product? Check.
Making a difference in the world? Check.
Our case does more than the other guys.
They just protect a phone, we protect the planet as well.
Everyday use? Check.
Unusual product? Check.
Making a difference in the world? Check.
Our case does more than the other guys.
They just protect a phone, we protect the planet as well.
The next step was ensuring people wanted this product.
Initially, we spoke with customers of our pre-existing zero-waste products.
Here’s what we found about our target audience:
• 18-20 y/o females
• Passionate about plant-based products
• Care about the environment
Initially, we spoke with customers of our pre-existing zero-waste products.
Here’s what we found about our target audience:
• 18-20 y/o females
• Passionate about plant-based products
• Care about the environment
This lead us to a movement of zero wasters who were all over social media.
• Blogs
• Youtube
• Instagram
These people helped us gather more data about the waste problem, and together we...
• Blogs
• Youtube
These people helped us gather more data about the waste problem, and together we...
Amplified the pain point
Along with creating a new category, we also focused on saving the environment.
So we focused our marketing strategy around the problem of waste and pollution.
Our message is clear - our case is good for the planet, and theirs are not.
Along with creating a new category, we also focused on saving the environment.
So we focused our marketing strategy around the problem of waste and pollution.
Our message is clear - our case is good for the planet, and theirs are not.
This did two things:
• Inserted us as a category of one
• Built trust with the consumer
Along with amplifying the problem, we needed to show what the product could do for our customers.
So we made sure to...
• Inserted us as a category of one
• Built trust with the consumer
Along with amplifying the problem, we needed to show what the product could do for our customers.
So we made sure to...
Amplify the benefits.
90% of customers are in it because they see something in the product that’s beneficial to them.
Yes, they care about the planet, but that's an added benefit.
We had our case pushed to the limits to ensure it will protect phones far beyond a short drop.
90% of customers are in it because they see something in the product that’s beneficial to them.
Yes, they care about the planet, but that's an added benefit.
We had our case pushed to the limits to ensure it will protect phones far beyond a short drop.
Now:
• We had a product
• We determined our target audience
• We had a problem people cared about
I combined this with my previous online selling experience and Voila!
• We had a product
• We determined our target audience
• We had a problem people cared about
I combined this with my previous online selling experience and Voila!
We launched Pela cases, and to this day there are 1.2 million dedicated customers all over the world.
One key lesson I've learned in business:
You need to make everything about your customer.
• How does it make their life better?
• What added benefits will they see?
One key lesson I've learned in business:
You need to make everything about your customer.
• How does it make their life better?
• What added benefits will they see?
That's a wrap!
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