Rohan Gilkes of Web Shave Club on Leveraging Instagram to Reach $350K in Revenues

TL;DR

Rohan Gilkes shares strategies to grow Wet Shave Club via Instagram.

Transcript

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Key Insights

• Rohan Gilkes transitioned from accounting to internet marketing, highlighting a non-traditional path to entrepreneurship.
• Wet Shave Club's initial growth was fueled by acquiring a small business via Reddit and rebranding it.
• The company utilized influencer marketing by sending free products to gain their first 100 customers.
• Despite challenges, subscription box services offer a recurring revenue model similar to e-commerce stores.
• Social media, particularly Instagram, has been a significant driver for customer acquisition and brand visibility.
• Contests and giveaways, facilitated through platforms like Gleam, have been effective in increasing engagement and reach.
• Product sourcing from small suppliers on Etsy posed challenges as the company scaled, requiring creative solutions.
• Effective communication and transparency with customers are crucial in overcoming operational hurdles.

Questions & Answers

Q: How did Rohan Gilkes transition from accounting to internet marketing?

Rohan Gilkes self-taught himself internet marketing over five years, experimenting with various online business models like dating sites and affiliate marketing. His journey was marked by both failures and successes, leading him to eventually co-found Wet Shave Club.

Q: What role did Reddit play in the growth of Wet Shave Club?

Reddit was pivotal in the acquisition of Wet Shave Club. Rohan discovered the opportunity to purchase the company on a subreddit, seeing potential in its existing subscriber base and rebranding it to scale further.

Q: How did Wet Shave Club acquire its first 100 customers?

The company targeted influencers in the wet shaving community and subscription box reviewers. By sending free boxes to these influencers, they were able to generate reviews and social media mentions, driving initial customer acquisition.

Q: What is Rohan's perspective on the sustainability of subscription box services?

Rohan believes that subscription box services are not dying but rather offer a sustainable business model similar to e-commerce stores. They benefit from recurring revenue, allowing for higher customer acquisition costs due to increased lifetime value.

Q: How has social media contributed to Wet Shave Club's growth?

Social media, particularly Instagram, has been crucial for Wet Shave Club. The company uses visually appealing content and contests to engage with followers, driving traffic and conversions at a low cost.

Q: What challenges did Wet Shave Club face with product sourcing?

Initially sourcing products from Etsy posed challenges as demand increased. The company had to deal with longer lead times and coordinate with multiple small suppliers to meet growing orders, requiring creative logistical solutions.

Q: How does Wet Shave Club utilize contests for marketing?

Using Gleam.io, Wet Shave Club runs contests that require social media engagement for entry. This strategy has driven significant traffic and brand visibility, with contests generating thousands of entries and expanding their social media reach.

Q: What advice does Rohan offer to aspiring entrepreneurs?

Rohan advises not to overthink the process of starting a business. He emphasizes solving one problem at a time rather than being overwhelmed by the entirety of the business challenges, which can delay or prevent starting.

Summary & Key Takeaways

• Rohan Gilkes discusses his journey from an accounting background to becoming an entrepreneur in the e-commerce space, focusing on the Wet Shave Club.

• The company grew by leveraging social media and influencer marketing, particularly through Instagram, to acquire customers and build brand awareness.

• Challenges such as product sourcing and shipping logistics were overcome by creative problem-solving and maintaining strong communication with customers.