It’s easier than ever to start-up a new direct-to-consumer brand. Once you determine the product, you can then build a store on Shopify and launch in a day or less. For many aspiring entrepreneurs, it is the next part that is more challenging: determining if this business is viable.
This is the exact problem Jillian Tessler faced with her new brand Jillies, which sells dress weights. While maintaining a full-time job, Jillian built the product and launched the site. Then, she had a decision to make.
“I started realizing that there were clear things I wasn't that great at when it came to running my business and determining if it was viable –– especially since I also still have a full-time job,” says Jillian Tessler, founder of Jillies.
“I had to decide if it was worth me spending the time to teach myself these different marketing channels, or if I could find someone that I could easily plug into the process who was affordable, trust-worthy, and experienced.”
This was especially important because Jillies isn’t the only dress weight product on the market. Jillian herself runs validations for brands and innovation sprints –– and it’s taught her what her strengths and weaknesses are. It’s also taught her that brand and positioning can be what makes or breaks a new venture.
“I know that marketing is one of the most important pillars for my product, but I just don’t want to waste any money on people that just won’t meet my standards,” said Jillian.