Launching 7 Stores

We opened seven stores across three states at Duffl.

Being in charge of marketing, I took charge the process of setting up, launching, and growing a store, 7 different times.
We had to develop a validated launch strategy, and be able to replicate it at every new location opened. On top of this, because our market was college centric, we essentially treated each new school year as a new launch, with 25% of our customer base churned and a 25% new customer base every year.

Some learnings:
- Building an initial community of passionate and key individuals is key to ensuring a strong base and culture. Hiring key individuals within the community was the secret weapon.
- Building inter-community relationships is also key. Offering perks to living communities in exchange for promotions and billboards was a great way to not only build the relationship but also get extra exposure.
- Make a statement that is interesting instead of selling. Like a graffiti stencil that is funny. Or a bag that is picture worthy.
- Awareness is everything for social media first. Then engagement is key to developing the beloved brand.