Australian activewear label Sōlo the Staple launched amidst the COVID-19 pandemic. Founder Alicia Superina reveals three tips for launching a business in a time of disruption.
1. Make sure that in launching your product or service you are solving a problem for your customers.
For me, I found I was constantly tucking in or readjusting my activewear during a Pilates class.
I identified a disconnect between how Pilates made me feel and how the clothes I was wearing in class were performing – or in this case, not performing how I wanted them to.
I dreamed of a bodysuit that felt good to wear, held me in at all the right places, looked fashionable and gave me the ability to tuck a tank into it if I wanted to.
I knew I wasn’t alone in my frustration, and so I created a solution to the problem I was having so that others could benefit from my innovation.
2. Connect with your customers
Your customers are your people. You need to care for each and every one of them. You don’t want to be chasing the quick sell.
You want your people to love your brand and believe in what you have created for them.
You want to infuse your customers with a sense of belonging and create a community around your brand.
Take time when preparing your orders; it’s the little details that mean so much to people.
Your customers also provide you with clear direction on what styles to create next for your collection. My advice is to listen to feedback.
In my case, I had sent preview pieces to several high-profile influencers prior to launch.
Three days before the launch, one of the influencers sent me a message and provided constructive criticism about one of my products.
The point she highlighted was something that I had been silently worrying about – but I questioned whether I was being too fussy and chose to ignore my instincts.
In reality, receiving that constructive feedback was the best thing that could have happened to me.
One day before launch, I took all 150 units of this particular product to a dressmaker to have the issue corrected.
I received all 150 units back the morning of launch (phew!).
It was a risky and expensive decision to make at the time, but I am so relieved I made that decision. Listen to your customers.
3. Be prepared for the unexpected
You might think that you have enough stock on hand considering the economic downturn we are experiencing at the moment, when all of a sudden, there could be an increase in demand and you could sell out straight away.
That’s a problem, as it may be a while before you can replenish your stock.
Or, you might think that you are going to sell out, but then receive no orders. Again, that’s a problem.
I have learned that whatever happens will surprise you. Gosh, I surprised myself!
I was at university studying to become a teacher, when before I knew it, I had turned an idea into a business.
Love what you do and do what you love.