- Xenia Chen left her investment-banking job and began subscription-hosiery startup Threads in 2018.
- In 2020, she was ready to enhance her income tenfold by specializing in rising her subscription mannequin.
- She did it by constructing belief, making an attempt new content material, and involving subscribers in the creation course of.
- See extra tales on Insider’s enterprise web page.
Xenia Chen based the direct-to-consumer subscription-hosiery startup Threads in 2018 after leaving her job in funding banking and personal fairness with a $230,000 yearly wage.
The firm, which employs two full-time and two part-time staffers, made $50,000 in its first 12 months in enterprise, Chen instructed Insider. But when COVID-19 hit, she built-in some new methods that led Threads to shut out final 12 months with $500,000 in income. About one-third of the corporate’s complete income is from subscription gross sales, whereas the remainder is from one-time purchases, Chen mentioned.
She estimated that the subscription facet of her enterprise tripled in 2020, because the variety of subscribers ballooned from 665 at first of the pandemic in March to 1,840 on the finish of January.
Team salaries make up about 20% of income, with the remainder going again into the enterprise.
“As an early-stage startup (that’s also bootstrapped), we’re trying to grow as much as possible while also being profitable and mindful of cash flow,” Chen mentioned. “I didn’t start paying myself a salary until the middle of 2020, and I still pay myself what I consider a ‘minimum’ so I can invest everything back into the business.”
Chen shared with Insider how others may comply with in her footsteps in rising their very own subscription enterprise.
Avoid tricking prospects into subscribing
Many potential prospects are turned off from the subscription mannequin as a result of too usually, they have been the sufferer of the entice of getting billed with out their information or having a service that is powerful to unsubscribe from.
“This just makes customers more frustrated and leaves them with a bad taste in their mouth, and discourages them from coming back to your company in the future,” Chen mentioned.
To that finish, she mentioned it was essential to construct belief with prospects earlier than they subscribe, reminiscent of letting them check out the product first.
“The majority of our subscribers become subscribers after trying out our tights and purchasing one time to start,” Chen mentioned.
“It seems obvious, but you’d be surprised at the number of subscription businesses that are subscription-only,” she added.
Threads additionally sends prospects an e mail giving them a heads up a few days earlier than their month-to-month subscription/cost date and provides them the selection to skip that month’s cargo, change kinds, and even cancel their subscription.
“The most common reason why people unsubscribe — by far — is that they end up having too many pairs of tights stocked up and need to take a break, but they state they will come back when they’re in need again,” Chen mentioned.
“This is a totally valid reason, but if you make it hard for them to unsubscribe, it’ll make them frustrated and not want to come back because now their last experience with your company is a negative one,” she added. “Customers really appreciate this (as this is often cited as something they love about us in their reviews), and we have a low churn rate as a result.”
Take the time to perceive which content material resonates along with your viewers
“Data and analytics is everything,” Chen mentioned. “Track what your audience is responding well to and engaging with. And track what they’re sharing with others — those are the pieces of content they are really interested in and want to share with their own circle.”
The platform on which her firm runs its life-style weblog “The Thread,” which incorporates productiveness and work-life ideas, guide suggestions, fashion guides, and wellness recommendation, gives analytics on which articles are most seen, in addition to which of them are being shared on social media. Threads additionally sends out a once-a-week e-newsletter that focuses on what’s new on the firm.
Another technique is to ask her viewers about their content material preferences.
“Sometimes, you’ll think your audience wants to see more of something, but it could actually be something totally different,” Chen mentioned. “The best way is to ask them.”
“This is a never-ending process — I don’t think we’ll ever be ‘done’ with testing, iterating, and experimenting with what types of content our audience wants to see,” she added. “Your audience will evolve and so will their tastes for content.”
Involve your subscribers in the creation course of
Chen mentioned phrase of mouth continues to be Threads’ most strong customer-acquisition channel.
“Humans innately have a desire to be the first one in their social circle to discover and tell others about new findings,” she mentioned.
But her staff is at all times striving to enhance its product and providing, and there is nothing it values greater than buyer suggestions. The staff does not simply hear to subscribers however implements recommendations from them when applicable.
“We actually have a team meeting every month, and we go through customer feedback as a group and are always brainstorming ways we could improve based on what our community is telling us,” she mentioned.
After each first buy by a buyer, Chen sends out a private e mail asking for ideas on the product.
“By connecting with these customers individually, you’re able to get higher-quality feedback than you’d get just from public reviews,” she mentioned.
A giant studying for Threads since its launch was that there is a large market of males who put on tights.
“Currently, 50% of our subscriber base and six out of 10 of our top customers by lifetime spend identify as male,” she mentioned. This impressed Chen to create a line of hosiery particularly catered towards males. The wait listing already has over 1,000 individuals on it.
“Everything they already love about our original tights but designed to better suit the male body (including a ‘pouch’ in the brief area to make bathroom trips easier),” she mentioned.
Members of the Threads male neighborhood additionally indicated curiosity for an internet social group — so final week, Chen and her staff began the subreddit r/TightsForAll.
“This is so members of our community can discuss anonymously, and we can support and promote the normalization of men wearing hosiery,” Chen mentioned.