Threadless - The t-shirt community

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A review of the best practices used by THreadless.com. CrowdSourcing and community building at its best!

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Threadless - The t-shirt community

  1. 1. THREADLESS.COM Rahul Nambiar Master in Digital Marketing, Class of 2010, IE Business School
  2. 2. Business Overview – CrowdSourcing actually works <ul><li>Its about a community that </li></ul><ul><li>Builds the Product </li></ul><ul><li>Markets the Product </li></ul><ul><li>Buys the product </li></ul>
  3. 3. What was the big Idea? “ Conduct a running on-line T-shirt design competition. Take the winning designs and print them on a limited number of shirts, as many as six new designs every week. Sell the shirts to the people who voted (and anyone else on the mailing list or who visits the site).
  4. 4. Target Audience and Action <ul><li>Community TA </li></ul><ul><ul><li>Young Male and Female College goers </li></ul></ul><ul><ul><li>Designers </li></ul></ul><ul><li>Actions </li></ul><ul><ul><li>Vote for Designs </li></ul></ul><ul><ul><li>Buy your favorite Tees </li></ul></ul>
  5. 5. Life cycle of a Member Connecting up outside the site as well Going Social
  6. 6. Leveraging Social Communities towards ecommerce
  7. 7. Twitter to drive traffic for Sales
  8. 8. User base growing at nearly 100% annually
  9. 9. And they are really making the $$
  10. 10. So, Why is threadless special? <ul><li>Its not just Web 2.0 </li></ul><ul><li>More than a community </li></ul><ul><li>Engaging and Playful </li></ul><ul><li>Its big business $$ </li></ul><ul><li>Quality </li></ul><ul><li>No big investor backing! </li></ul>
  11. 11. References <ul><li>http://archives.chicagotribune.com/2006/sep/10/magazine/chi-0609100319sep10 </li></ul><ul><li>http://www.slideshare.net/MediaSauce/crowd-sourcing-tap-into-your-customers-brainpower </li></ul><ul><li>http://bonfiresocialmedia.com/2009/01/22/threadless-gets-social-media/ </li></ul><ul><li>http://www.37signals.com/svn/posts/68-7-reasons-why-threadless-rules </li></ul>
  12. 12. Contact <ul><li>Rahul Nambiar </li></ul><ul><li>Master in Digital Marketing, IE Business School </li></ul><ul><li>Web: http://rahulnambiar.com </li></ul><ul><li>http://twitter.com/rahulnambiar </li></ul><ul><li>http://linkedin.com/in/rahulnambiar </li></ul>

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