This book shows you the advantages and disadvantages of doing business directly with consumers. Ideal for B2C startups and product-based companies.
Did you notice how many products there were that used to require a personal visit that is now right at your door – sometimes monthly?
- contact lenses
- razors and blades
<! – -> Yes, almost anything you can imagine to require a visit to the store can be sent directly to the consumer.
If you were curious about the direct-to-consumer business model, or maybe thinking about getting into this type of business, get a copy of Nude Selling: A Revolutionary Approach to Introducing Your Online Brand of Jesse Horwitz (co-founder and CEO of Hubble)
Who is Jesse Horowitz?
Jesse Horowitz is a serial entrepreneur who founded Hubble, the contact lens company, with his friend Ben Cogan. While it was Ben who saw the opportunity and did the groundwork, Horowitz did the heavy lifting when it came to operations.
His background in working with Bridgewater Associates and his experience in private equity, venture capital and hedge funds have helped drive the business from 3,000 subscribers at launch to hundreds of thousands today.
Inside Selling Naked
First things first. <! – ->
Naked selling refers to the idea of selling directly to the consumer. And while the book follows your standard format of "Successful CEO writes a book of what he learned," there are some real nuggets, even if you don't strive to be the next Hubble or Bombas.
The book is definitely written in a truthful style. You will appreciate it because you are interested in reading on.
<! – -> At the end of each chapter there is a section called "The Naked Truth", which summarizes each chapter. If you don't have a lot of time or read the book for the first time, you can read through it and dive deep into those you care about.
What can a small business learn from selling nude products?
Based on the level of detail in this book on e-commerce operations, I would say that this is not for the street person.
This book is for people who are familiar with online marketing, online business terminology, and even some high-level business processes.
Here is a small excerpt that shows you what I mean:
"Selling secondary products means that instead of raising additional capital for the company, you redeem some of your own shares, gain liquidity, and take part of your own money off the table."
This was not surprising to me after reading the author's biography. His strength and experience lie in private equity and capital. And if you are interested in such a business model, you will appreciate this book.
But what if you play a little smaller or want to dip your toe in the water without all those VC tires? Do not worry. Selling Naked prevents you from making the mistakes that so many start-up e-commerce companies make.
You can find inspiration and motivation behind the scenes of some of your favorite brands. As you can imagine, the way there is often more interesting than expected.
You get advice on the point, like the idea that you can safely leave your efforts to be Don Draper on the set of Mad Men, since today's marketers are more analysts than creatives.
Read Chapter 6, "Using Third-Party Tools." Note the author's obligation to drive you to success. See how customizing tools (or even relationships and providers) isn't to your advantage.
Use third parties. This saves you a lot of time. More importantly, it helps you strike a balance. For example, it gives you the breathing space to test and work through your process.
Selling Naked is a great weekend reading. It addresses business owners who are ready to direct their product sales online and directly to consumers. The book contains many stories. And case studies serve as examples and inspiration. As a result, you get good advice. This advice comes from these experiences.
Just ask yourself if you are ready to sell naked.