Monthly Monthly Knickers and the “3 Times†Rule
Here on the West Coast, in British Columbia in particular, there are a few brands that loom large in the psyche of entrepreneurs – Robeez, Sugoi, Lush – but, perhaps the biggest of all is Lululemon!
Not long ago the Smart Ass Gals attended a breakfast with Chip Wilson founder of Lululemon. Chip talked about growing his business, his keys to success (he’s a fan of vertical integration) and trend spotting. He mentioned something that really stayed with us. He said he takes notice when he hears about something 3 times in a short period of time – maybe within one or two weeks. If this happens his Spidey senses start to tingle because he knows something is a buzz.
After the breakfast we started to pay attention to Chip’s “3 times†rule. It keeps your mind alert to things happening around you. This is definitely a plus for spotting opportunities and we experienced a “3 times†incident recently.
1st – We met Elena Verlee. She’s a go getter of an entrepreneur with many businesses. She launched and sold a company called Monthly Socks. She talked to us about how she thought our product would be perfect for a similar concept.
2nd – My husband and I were chatting about the upcoming gift giving season and he said, “You know for guys, it needs to be simple. Why doesn’t Smart Ass do an underwear subscription?†I told him about the sock’s company. He felt ours would be even better (no offense Elena) because different that socks, if you give your wife/girl friend lingerie, it’s the gift that keeps giving back each month – always the guy angle!
3rd – Finally, we were recently on CNBC’s The Big Idea with Donny Deutsch. The segment was called “My Idea Will Make Millionsâ€. Donny felt Smart Ass was perfect for the gift market. We have created thongs in the past with holiday sayings and we know that given our products are all packaged that Smart Ass makes the perfect stocking stuffer BUT we knew we needed to do more.
So, we’ve created “Monthly Knickersâ€. A pair of sassy panties delivered to the lucky recipient’s door each month. There is a 12 month and a 6 month option. Both are discounted off the regular price and the shipping is free each month.
We hope men will be thrilled. Now we have to tell them about it. We’ve been thinking about ways to reach men online and it’s tricky. Blogs? Business sites? Sports sites? When downloading music? We need to do this cost effectively too! If you have thoughts on how to reach men online and let them know that we have the perfect Christmas gift, drop us a line at thegals@smartassgals.com or comment below.
Thanks. Remember to pay attention to the “3 times†rule. Who knows what you’ll create.
1 comment1 Comment so far
When you had breakfast with Chip Wilson of Lululemon, did he mention anything about selling seaweed fabric to his customers ? I hear “his” Vita Sea concept is a lot of bunk and I hear the government ain’t too happy with them for misleading customers.
As for attracting men to your site, I think you need to show some woman in skivvies. Every guy loves loves to see woman in their undies.