Marketing & Sales
Liquid Culture’s marketing strategy is a simple one. Social media is the key, with amplified word of mouth, offering an attractive solution to a real problem that real women have. We see the need. Our social media will curate content related to women’s issues, women’s health, women’s activities, and of course we will take a stand on real issues in the real world related to equality in the workplace as well as on the trail and on the water. We’ll promote as well in women’s fitness websites like Self, Shape and Strive, Liquid Culture will introduce customers to their products and website. We will also advertise in CosmoGirl and Ellegirl websites.
And of course, amazon.com. We will use amazon.com to get the brand noticed and lead people to the website. Amazon can very much help branding.
For the first two months, Liquid Culture will offer 10% off for all purchases under $100 and 15% off all purchases over $100. We will offer the same discount strategy three more times during the year when new seasonal clothing is introduced.
Liquid Culture will launch a $245,000 ad campaign targeted at our core customer groups, mainly in social media with a smattering of some web ads. The focus of the ads will be to "keep the money you give to the middleman" and use it to get outdoors and enjoy life. We estimate it will take most of the year to build our sales to the point where we begin to show a profit.
Liquid Culture will offer discounts at various times of the year to even out seasonality and build initial awareness of the website
Locations & Facilities
Company headquarters in Bend, OR. Website to be hosted on the Amazon cloud.
Bend is a rapidly growing community as outdoor-sports-oriented as they come, a center for skiing, mountain biking, backpacking, river running, running, and other outdoor sports.
Manufacturing will be farmed out to existing operations offering piece work, probably based locally during the initial phase and in Asia later on.
We will need a short delivery schedule to manage inventory effectively. Not getting clogged with unusable inventory is essential. We will have to build to have on hand only the top selling products, and allow a short delivery schedule on all others.
Milestones & Metrics
|Milestone||Due Date||Who’s Responsible|
Initial fulfillment strategy
|Oct 09, 2020||Product team|
Initial website launch
|Jan 01, 2021||Web team|
amazon.com key products launch
|Feb 15, 2021||Sales|
Website phase 2
|May 31, 2021||Web team|
Volume fulfillment options review
|July 18, 2021||Product|
- Inventory turnover
- Unit sales by item, class, and category
- amazon.com sales by item, class, and category
- yields for facebook advertising
- # of Facebook pageviews, likes, and shares
- Twitter followers and retweets
- # of visitors to the website
- Favorite pieces of clothes and jewelry
- affiliate sales