How Death Wish Coffee Consistently 2x's Sales, Builds a Massive Online Community, and The Technology Stack to Make it
Happen
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Moderators
Chad RubinCEO/co-founder
Skubana
Eric Donovan
Chief Logistics OfficerDeath Wish Coffee
Dustin Alexander
Shipping, Inventory & Logistics
Death Wish Coffee
“What’s your strongest cup of coffee?”
From humble beginnings in 2008, Mike Brown owned a coffee shop in upstate NY.
● The testing phase involved Mike’s coffee shop customers○ Mike researched how to create what he knew his customers wanted ○ Customer feedback and market knowledge led him to e-commerce
● In 2011, Mike named his coffee blend Death Wish Coffee to challenge consumers and differentiate the brand
● Death Wish officially started to roast their own coffee in 2012
Time to create The World’s Strongest Coffee
Mike is still running Saratoga Coffee Traders as he continuously scales Death Wish.
Death Wish’s early success was powered by 2 marketing tools:
Winning a Super Bowl Ad● Winning the“Small Business, Big Game Competition” in 2016 ran by Intuit
Quickbooks○ Rose above 15K small businesses
● Winning Strategy:○ Asked for online followers’ votes○ Presence at local community events○ Local community outreach○ Connected with influencers like Zakk Wylde, Lisa Kelly and Todd Dewey
Death Wish’s win was a huge surprise, especially when they entered the contest a month after it has already started.
The Super Bowl AftermathDaily online visits doubled to an average of 12,000
Presence in stores rose to 150 from just 7
Daily sales spiked up to an average of 150 from 50
Annual sales achievement of over $10M
On the day of the Super Bowl, the Ad was aired and online visits and orders spiked. It was a preview of how things were changing for Death Wish.
Creating a Cult-like Following
40.8K 307,169
5.9K
2x Sales Year after Year!● Scaling in multiple marketplaces - Amazon, Shopify Plus, Walmart, Jet● Going big box is an option as long as it doesn’t harm the Death Wish brand● Is now a team of 20 and is working with a 3PL● Continuously dishing out new and/or limited edition products by teaming up
with other local businesses
“Do something for your business every day. It’s that consistency that really helps you win.” - Mike Brown
Harnessing Growth with Technology
“Whatever problem we had, let’s try to come up with a system to solve it. Then, if we could, automate that process as much as possible.”
An operations platform for high volume sellers to run and automate their business.
It unifies point solutions in one place to enable sellers to diagnose problems, analyze metrics, and monitor performance across channels.
Death Wish uses Skubana to get orders out the door, ensure they don’t run out of stock, and monitor revenue/expenses.
Skubana - the center for entire backend operations
Multi-Channel InventorySeamless
synchronization across channels and warehouses
Updates based on intelligent shipping zone & sales channel allocation rules
Know what your stock levels are at a glance
Order & Returns ProcessingRoute orders to
different warehouses
Flexible shipping despite fulfilment options
Ship in batches
Create customized packing slips and labels
Automate emails for customer service and retention
Vendor and Purchase Order WorkflowAutomate
purchase order creation based on past orders
Eliminate data entry errors
Replenish stock or dropship in a few clicks
Cross-Channel AnalyticsFind your most
profitable channels and products
Understand where to invest
See which products are costing money versus generating revenue
ONE-TIME OFFERFrom Skubana
http://bit.ly/SKUapply2
Password: caffeine
ONE-TIME OFFERFrom Death Wish Coffee
$3 off all Death Wish products until
2/21/17Code: Skubana
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