How Luxyhair.com designed a Seven-Figure Ecommerce Business With YouTube promoting
When Alex Ikonn and his mate Mimi completed however laborious it had been to seek out smart hair extensions, they knew that they had came across a business chance.
They took their downside and solved it by making Luxy Hair - a very winning on-line store commercialism hair extensions for ladies.
And the coolest part? Their business is powered almost exclusively by tutorial-style YouTube videos.
Their YouTube channel was created in 2010 and since then has concentrated one,474,246 subscribers and 173,657,125 total video views.
In different words, Luxy Hair is the perfect example of an audience enabled business that relies on a loyal community of fans instead of other channels like SEO and paid advertising.
I caught up with Alex to realize out however they took their website from plan to million greenback business.
Describe your business and product(s) in 1-3 sentences.
Luxy Hair may be a customer-centric hair extensions ecommerce retail merchant.
How much revenue ar you presently generating per month?
I believe a additional vital live for businesses is profit and that i will with confidence say we have a tendency to ar profitable within the seven-figures (annually).
How did you come back up with the concept for your business/product(s)? What quite marketing research did you undertake?
My mate Mimi and that i were obtaining married and he or she was yearning for hair extensions for the marriage. She wasn’t ready to realize what she was yearning for and that i was lucky enough to be within the space once she was reproval her sister Leyla concerning her plight. At the time, I didn’t even apprehend what hair extensions were.
And this was all of the marketing research we wanted, as I knew if she wasn’t ready to realize an answer for her quandary, we have a tendency to were planning to attempt to solve it!
How did you produce, manufacture or supply your product? What were some key lessons you learned throughout this process?
I started sourcing an equivalent night. I went on Alibaba and doubtless contacted each hair extension provider that was there and simply started asking questions on the way to create it happen. I asked several stupid queries, however, that created American state learn additional concerning the merchandise and the way to truly create the concept a reality.
In selecting our provider, ultimately it fell to the standard of product. From my initial list, I narrowed right down to concerning ten that I had pretty smart communication with then started ordering samples. The provider with the most effective quality product and communication won our business.
To our surprise, there was no minimum order with our provider, however, we have a tendency to still had to put a fairly huge order because the product itself is extremely big-ticket. Our initial order was $20,000.
A key lesson I’ve learned is that the communication you've got together with your provider is actually vital. As weird because it sounds, you've got to feel a association and trust your intuition. It’s flossy however it worked for United States of America and that we still work with an equivalent provider.
How did you promote your business ab initio|at the start} and wherever did your first sales come back from?Any major media mentions or PR wins since then?
Our business was entirely mature through our YouTube channel, the YouTube community and viva-voce. we have a tendency to solely recently started experimenting with paid promoting - up till then it had been all organic.
And our initial biggest win was a YouTuber with concerning fifteen,000 subscribers reviewing our product. This did far more for United States of America than any magazines mention will do as we’ve been featured and it’s nothing compared real folks on YouTube.
Your YouTube channel has over 173M views. Why is video operating thus well for you and what recommendation does one have for different businesses trying to leverage it?
YouTube works we have a tendency toll for United States of America owing to the method we approach the YouTube community. Our approach is to do our greatest to administer folks price and a private association after we produce our videos. we have a tendency to honestly don’t concentrate on commercialism and instead concentrate on these 2 factors. The sales and viva-voce come back as folks will feel we have a tendency to genuinely wish to assist folks. we have a tendency to don’t even use our product in most of our videos.
I may also tell you that YouTube isn't for each business. It works thus well for United States of America as {you will|you'll|you'll be able to} see however the merchandise appearance and the way it can rework your hair to assist you produce completely different hairstyles and appearance great! It’s a visible product.
How does one handle shipping and fulfilment and organize the back-end of your business? Key lessons/tips for doing this successfully?
The most vital factor i'd advocate to anyone is to figure with a third-party fulfillment warehouse from day one. it'll prevent lots of headache. we have a tendency to used Shipwire after we had a crazy plan and no sales to growing to be one in every of their biggest customers.
The key lesson is shipping takes lots of your time and you wish to use a service that may change you to scale quickly and not interrupt your growth.
What software system, tools and resources ar crucial to your business?
Definitely, Shopify and Shipwire! These ar my secret weapons and that they integrate thus seamlessly along.
The Shopify diary is my attend ecommerce learning resource. Sometimes, an excessive amount of content that I can’t even absorb it all.
Sounds like a pitch for Shopify however I honestly love the service.
What were your biggest mistakes or wastes of your time and cash (if any)?
Our biggest mistake wasn't giving into crazy customers and my lesson was that it’s higher to lose alittle cash than to be right.
For example, we’ve had instances once the client didn’t follow an exact refund policy and still needed a refund. generally it’s higher to play nice and not follow your refund policy as angry crazy customers will cause you to lose lots more cash. With social media at everyone’s disposal you've got to be terribly careful.
What different key recommendation are you able to provide to entrepreneurs trying to begin a winning ecommerce businesses?
Stop brooding about yourself and your success. nobody cares.
Start brooding about others and the way you'll be able to bring price into their lives and facilitate them solve their issues.
Key Takeaways:
When yearning for product ideas, examine your own lifestyle and appearance for pain points that you just will solve. likelihood is that, if it is a product or service that you just want, others can want it yet.
Don't be afraid to be told from suppliers and raise uncountable queries - notwithstanding you recognize nothing a few product or business.
When it involves video and content promoting, concentrate on making content that has freelance price and lacks an immediate sales talk. this can assist you build associate degree audience, position you as associate degree authority associate degreed ultimately sell your merchandise in an under-the-radar method.
Keeping customers happy is very important and generally creating little customers service concessions will prevent time and cash down the road.
Provide the maximum amount price as doable through your content, merchandise and services and you will be far more probably to seek out success.
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