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How to get your first customers in 6 chapters.
Starting a new brand? The hardest part isn’t building the product—it’s getting people to actually try it. You’ll be ignored, and feel as if you're…
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Shantanu
Going back to my roots
Today is not a marketing story. It's personal. When hard times hit, the layers and fluffs get pealed off. I went back to basics, the basics I knew and…
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Shantanu
TikTok beats all advertising channels?
DTC #119: Been 14 months of testing ad channels. TikTok Ads has given the most pleasant experience (not 100%). Others not so much. Facebook, Google…
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Shantanu
DTC 118: Breakdown of Xandro's home page
Over the course of 4 months, we have redesigned the entire home page and product page. What are these changes and why? Let's find out. Absolutely little…
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Shantanu
DTC 117: Three pillars of conversion rate optimization
I thought good looking theme + conversion driving apps are enough to get high conversion. I was wrong. To get high conversion, the whole funnel has to…
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Shantanu
DTC 116: Bad, worthless PR to avoid
Public relation (PR) has been a challenging marketing channel. It's meant to give authority and recognition, but immensely hard to get. This has created…
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Shantanu
DTC 115: Building a creator seeding program
Paid SM is a waste of money. I did not believe in social media. 8 months after launch, I realised SM can't be ignored. I chose a different path - seed…
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Shantanu
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DTC 114: Boss of any business, cash flow!
A business needs money to run. Rent, salaries, inventory, software and wi-fi are some costs. The consequences of no cash is a non-existent business…
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Shantanu
DTC 113: Subscriptions or upsized bundles?
Subscriptions for recurring revenue and bundles for upsell. Right? Lovely, until you realise that subs are expensive and cumbersome to run. Subs is bad…
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Shantanu
DTC #111: Still feels like day zero
It's 12 months building a consumer brand. At start, I was unconventional. Took blind risks. Now, I am scared. I feel we are starting from scratch…
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Shantanu
Problems of selling supplements online (or anywhere)
Supps #102. Every platform has their own rules defined for supplement brands. Brands operate in grey area with "no" regulation. Advertising and sale…
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Shantanu
Google #102: The merchant centre is the base
You need to set up the merchant centre to sell products via the Google ecosystem. It stores product information, displays it on relevant search results…
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Shantanu
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