|In the Summer of 2018, I joined Pyur Solutions as a contract Product Manager to launch Society Products, a D2C subscription home goods company.|
‘SOCIETY PRODUCTS’ LAUNCH
Society Products is a D2C home goods store with a subscription model allowing customers to buy our goods at cost. The brand was developed in conjunction with Aron Fay, previous partner at Pentagram.
Digital analytics proved a crucial role in our go-to-market strategy. We decided to use Indiegogo as a means of launching the brand, focusing our analytics strategy on gathering a large email list. Once the email list was built, we tested various messages until a satisfactory conversion rate on “Opened Emails-to-Donor” was established.
PRODUCT MARKETING STRATEGY
Pyur Solutions needed a method of differentiation that was not rooted in product changes, but rather brand. Pyur had a large array of SKU’s with products covering various sections of home life, making the brand too general and not sticky.
To do so, we decided to split the Pyur Solutions brand into three sub-brands, each focusing on a specific line of products. The split allowed Pyur to have three independent LOBs with brand flexibility and room for deeper targeting in digital advertisements.