The Bra-cketbook Foundation - 1and1 Case Study


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As a breast cancer survivor, Rebecca Ellen Clay’s renewed inspiration for life motivated her to drive awareness and help support the Breast Cancer Foundation. With the launch of her website,, hosted by 1&1 Internet, Clay managed to turn what was once a cottage industry into a successful business.

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The Bra-cketbook Foundation - 1and1 Case Study

  1. 1. 1&1 Case Study The Bra-cketbook Foundation – Rebecca Ellen Clay ® 1&1 Internet Inc. 2013 Page 1
  2. 2. What is the history of The Bra-cketbook Foundation?  Rebecca Ellen Clay is a Breast Cancer Survivor and wanted to raise awareness and funding for Support the Cure  Turning a unique hobby into a successful business, Clay began turning everyday bras into beautifully embellished purses  The business began in July 2008  Launched out of Clay’s basement  100% of profits are put towards breast cancer research ® 1&1 Internet Inc. 2013 Page 2
  3. 3. A need for help… In order to be successful, Clay knew she needed: A way to visually display the products “Before 1&1, we did not have one boutique. We had not sold one handbag or one tie.” - Clay Achieve great online visibility Manage an online presence at an affordable cost An avenue to communicate with vendors and customers ® 1&1 Internet Inc. 2013 Page 3
  4. 4. The necessities of a website “I was advised to use 1&1 Internet by a website designer. With a start-up business, I did not want to spend an enormous amount of money. I also wanted to be able to manage it myself. I knew I would be uploading pictures often due the to fact that all of our products are one of a kinds or limited editions.” - Clay ® 1&1 Internet AG 2010 Page4
  5. 5. First-hand experience “My website prevents me from exorbitant printing and mailing costs as our boutiques go directly to our website to see more current styles. 1&1’s telephone operators are available without a lengthy delay and can be understood clearly. They also offer a prompt reply of emails when I have asked questions.” - Clay ® 1&1 Internet Inc. 2013 Page 5
  6. 6. Results by numbers Since the was created: The Bra-cketbook Foundation designs and manufactures up to 600 custom bags each year. Bra-cketbooks are sold in over 300 boutiques. These boutiques are located in over 32 US states as well as Canada. ® 1&1 Internet Inc. 2013 Page 6
  7. 7. “With the help of 1&1… Bracketbooks is strong in the market.” Our sales are growing” We are helping to ‘Support The Cure.’” I can use my website as my catalogue.” - Clay ® 1&1 Internet AG 2010 Page7
  8. 8. Thank you for your attention! To see more 1&1 Case Studies, visit: ® 1&1 Internet Inc. 2013 Page 8