Running your own subscription box business can be an incredibly rewarding experience. There’s nothing better than generating recurring income from something you love and care about. It’s also easier than ever before to create a lucrative subscription business – the tools are available, consumers are more open to the concept and a wealth of educational resources finally exist. Keep in mind though, creating a successful subscription is still very challenging! I’m a strong believer that the success of your subscription business is greatly influenced by the steps you take in the very beginning from inception to launch (see my post on the right way to launch a subscription box). Too often I see people focusing on the wrong things and getting caught up in details that simply don’t matter yet. In this post, I’ll outline not only how to start a subscription box, but also how to correctly prioritize the first steps involved in creating your new subscription business.
The Idea, Part 1: Selecting a Community/Niche
As I often like to say, it will make everything much easier if you choose a category/niche you’re passionate and knowledgeable about. Knowing how to communicate and relate to your target audience is extremely important. If you don’t know what your potential customers care about, it can be very difficult to create a product they’ll care about. There’s two key characteristics I always look for when determining a good subscription box idea.
- It’s not just a category, it’s a culture. Find categories that people use to actually identify themselves with. Yoga or Veganism are great examples. Yoga isn’t just a form of fitness, it’s an entire way of life for many who practice it. In both of these categories you’ll hear people using phrases like “I am a yogi” or “I am a vegan”. The more someone defines themselves by a certain community, lifestyle or practice the more receptive they’ll be to products that acknowledge who they are in an authentic way.
- Your product is a recurring need (or you can create that perception). If you’ve nailed the category above, creating the perception of a recurring need is a much easier task. The goal is to create a product that complements, supports or enhances the customer’s lifestyle. The best categories for subscription boxes are the ones that already have a good variety of consumer products associated with them. For example, if you’re doing a subscription for vegans, there’s ‘vegan versions’ of almost all consumer categories from beauty, makeup and hair care to snacks, clothing and even beer!
The Idea, Part 2: Building the Product
Once you’ve selected a good community of potential customers the next step is to really flesh out what your subscription product is going to be. This is by far the most important step and where you should spend a substantial amount of time! The following assumes you’ll be creating a physical product that’s mailed to your customers on a recurring basis. I prefer the ‘once a month’ frequency, ‘quarterly’ is also a good option, especially if you’re trying to build a less demanding business (you only have to worry about shipping out once every 3 months versus once a month).
So what is the product? Your product is the entire experience a customer has with your brand. It’s your box, the packaging, the packing list, the products, the way the products are arranged. Strive to deliver an experience rather than just a box filled with products.
Below is a checklist of questions to ask yourself when creating your subscription product.
What is your value proposition(s)? Good subscription boxes have at least 1 of the following: Discovery, Expert Curated, Value, Convenience.
What are you putting in your box? You’ll want a nice mix of items. I always suggest having at least 1 or 2 items that can be consumed right away to allow your customer to experience some instant gratification.
Would you buy it yourself? Seems like a simple question, but many entrepreneurs either never ask themselves this question or aren’t honest with themselves. Ask yourself, is this a product you would purchase yourself AND would you be open to receiving it every month for 10-12 months?
How often will it go out? As I mentioned above, I’m partial to a monthly subscription (any more frequent and the customer could get overwhelmed – any less frequent and you’re likely missing out on revenue). The frequency really depends on your niche and the needs of your customer.
What is the price point? This is an entire topic on it’s own, but my general advice is to make sure you leave yourself at least 40-50% gross profit margin after all costs of goods. See my post on How to Price Your Subscription Box. Build in enough margin to allow yourself to purchase great products month after month. Don’t rely on free sample donations.
Validate your idea with a teaser launch.
Once you’ve nailed your idea and product you’re ready to move on to the first stage of launching your subscription. I call this stage the “teaser launch”. The teaser is a one page website that’s meant to capture interest towards your upcoming subscription product. The idea is to give potential customers just enough information to get them excited so they’ll give you their email address.
It’s at the teaser stage that you’re able to gauge how well you’ve nailed product market fit. If your teaser page performs well (10-20% traffic to email conversion rate) then you have good justification to invest the time and resources needed to move forward with launching the business! See my post on how to launch your subscription business.
Now build your business!
Did your teaser page perform well? If so, now you can confidently move forward with the other parts of your business that require a little more commitment. It’s at this time you’ll want to get your custom packaging lined up, start building your website, line up vendors for your first month and prepare your website for the 2nd part of your launch, the “pre-launch”.
If you follow these first steps and spend the time needed to nail your niche and product, your chances of success increase dramatically. Too often, I see people rush to launch only to hear crickets. If you can prioritize the creation and launch of your subscription business in the right order it is entirely possible to build a multi-million dollar subscription box business with less than $1,000 in upfront costs!