Lerning annex

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Lerning annex

  1. 1. BLACKSOCKS.COM «How to Launch, Run, and Profit with Your Online Business.» The Learning Annex New York, July 2010 BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  2. 2. what's your idea? BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  3. 3. The idea: «Like newspapers socks should be shipped to my place whenever I need them. I would be best to find always the same style.» Because: ★ Nobody likes shopping for socks. ★ Everybody needs them all the time. ★ Nobody likes the hazzle of putting together socks after washing. BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  4. 4. Our sockscription. Order: 4 month later 4 month later Types: Colors: Alternatives: ★ calf socks ★ black ✴ 4 shipments of 3 pairs ★ knee socks ✴ 6 shipments of 3 pairs ★ cashmere silk ✴ 1 shipments of 10 pairs ★ sneaker socks BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  5. 5. The Price: $ 89.- (shipping included) BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  6. 6. Why do we don‘t offer a female product? BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  7. 7. think big start small but start BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  8. 8. Find a name: to be considered: ★ keep it short ★ often company are listed in a alphabetical order ★ invest in professional art work ★ protect the brand ★ use it. BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  9. 9. There was not much more than the idea: June 1999: ★ Number of customers: 0 ★ Number of socks sold: 0 ★ Awareness: 0 ★ Marketing Budget (6 month): $ 500.- BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  10. 10. Our Mission: «We free the world from any kind of sock sorrows by offering our sockscriptions.» BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  11. 11. Good quality is only the starting point! BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  12. 12. let's go online BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  13. 13. BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  14. 14. Your online presence is just the starting point. ? to be considered: ★ You need payment ★ You need a database ★ You need a newsletter tool ★ You need statistic ★ You should be able to change the webpage by your own BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  15. 15. «The dream of the machine!» clien ts Sock s Cash flow BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  16. 16. promote you webpage BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  17. 17. Been talked about. •Clients: Potential Clien ts: •Customer S • Public Relat ervice ions •Shipments •Flyers •Recommend •Promotions ations •Newsletters •Online Market ing Good experience. Good impression. BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  18. 18. Been reminded. •Clients: ★ We reply to every e-Mail; worldwide only •Customer S 40% and in Switzerland only 70% of e- ervice mails to websites are answered. •Shipments ★ We deliver fast within 48h local customers •Recommend have their socks. ations •Newsletters ★ We try to surprise with every shipment. ★ Member-gets-member works fine. ★ Tell a friend is easy. BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  19. 19. «Moment of truth» : Every shipment a Event. BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  20. 20. Entice - Bribe - Extort! ! ibe Br ★ Each recommendations earns one pair of free socks ★ About 28% of our new customers comes through recommendations. BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  21. 21. Tax-free: your personal sock-account BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  22. 22. Too many Socks! Order: 4 month later 4 month later BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  23. 23. Keep in contact with your customers! BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  24. 24. After buying is before buying! BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  25. 25. BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  26. 26. Been recognized. Potential Clien ★ Word of mouth by it own is ts: not sufficient. • Public Relat Innovations are creating ions ★ •Flyers news value. ★ If people are not visiting us •Promotions we are visiting them. •Online Market ★ Together with partners we’re ing often doing barter deals: margin for publicity. BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  27. 27. Sometimes it just happens. BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  28. 28. And the winner is! BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  29. 29. And the winner is! BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  30. 30. 2005: Twice in the daily news. BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  31. 31. BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  32. 32. Does size matters? BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  33. 33. Search Engines: SEO & SEM BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  34. 34. Facebook Adds BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  35. 35. Lucky in Brazil. BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  36. 36. Build a brand BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  37. 37. Little advertising. BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  38. 38. Flyers: Broshures for your wallet. ★ If people don‘t want to come to us we go to them. ★ Sometimes we even distribute cheese flavored jellies. BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  39. 39. BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  40. 40. re-invent yourself BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  41. 41. Innovation: St. Valentine is all about socks! BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  42. 42. BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  43. 43. «Better than the Stock Exchange» September 2002: ★ Stocks are down. ★ So are the future incomes of all the pension funds ★ Blacksocks launches the Lifetime-Sockscription: ★ Runs: 25 years ★ Discounted by 5% ★ Example: ★25 time 3x3 Sockscription: CHF 2’450.- ★Net present value: CHF 1’450.- ★ Results: ★ articles in major news paper, invitation to biggest talk show ★ About 42 Leads ★ Sold up to now: 9 BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  44. 44. License to bar foot: BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  45. 45. The idea 2: underwear collection. BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  46. 46. After 11 dark years - We proudly present: colors BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  47. 47. Get a rhythm BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  48. 48. To get things done - the best is rhythm What are you doing: ★ daily ★ weekly ★ monthly ★ quarterly ★ yearly ★ We do believe in economy of scope ★ Therefore we do believe in long time relations. BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  49. 49. Be successful BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  50. 50. There are copy-cats. Most of them will be gone by next spring: – www.gents.ch www.sockenprofi.de – www.sockwear.de www.e-socks.ch – www.newsocks.de www.GetSocks.de www.bonsche.de/socke.htm – www.sockenimabo.de www.socksinblacks.de – www.socken-und-mehr.de www.sockenportal.de – www.socksinabox.de ... – www.activsocken.de – www.socken-haus.de BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  51. 51. Now we are a little company June 1999: ★ Number of customers: 0 ★ Number of socks sold: 0 ★ Awareness: 0 ★ Marketing Budget (6 month): $ 500.- July 2010: ★ Number of customers: 50‘000 ★ Number of socks sold >1 Mio ★ Awareness: 40% ★ Marketing Budget some ★ FTE’s 4 ★ number of people 7 BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  52. 52. Customers from 75 countries. BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  53. 53. It seems to work! 4'000 3'000 2'000 1'000 BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  54. 54. There is room for improvements. BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com Donnerstag, 29. Juli 2010
  55. 55. Do you still buy or do you subscribe already? BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - http://www.blacksocks.com Donnerstag, 29. Juli 2010

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