“We could only make so many cookies, and we had to start an email list from scratch. “The drop model came about because of our constraints,” Jung said. In those terms, the drop model wasn’t the question for this company, but perhaps the answer. But we needed to nail the product, brand and experience.” I had a theory that if we focused on those, then sales would come. Then secondly, we had to make sure that if we did that right, it would position us as being seen the way we wanted our brand to be seen. “The physical, digital, product, taste - everything. “I created a framework of looking at everything we did through the lens of the consumer experience,” he said. For a startup that had no marketing, no social media and no customer list, a drop model could bring people to the brand Jung trusted that the rest would fall into place. The cookies are sold through the drop model, a marketing-style sales method that “drops” limited runs of product - sight unseen - for consumers who sign up online to receive the items on the next run. The company does its own baking, packaging and shipping, and people can only get Last Crumb cookies one way: by waiting. But for the Last Crumb brand, Jung opted for a different method. Oftentimes, DTC companies are marketing-focused, relying on a co-packer or co-manufacturer to make, package and distribute the product. That’s because Last Crumb goes to market in quite a different way. These cookies have the same allure of an exclusive Hollywood nightclub, a limited-edition pair of Jordans, or even a Rolex. Less than a year after that first cookie, Jung is changing how consumers access a product once reserved for jars in Grandma’s kitchen, the center aisle of the grocery store or the counter at the local bakery. “That’s not an uncomfortable place for me - joining something that hasn’t fully taken off yet,” he said. Presented with nothing more than an amazing brand and what Jung would describe as perfect cookies, he jumped in. “Derek told me he wanted to build the ‘Rolex of cookies.’ It was crazy, but that’s what made it so intoxicating.” “I candidly have no experience with baking, but I have a lot of experience building brands and launching direct to consumer,” Jung said.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |