If you spend valuable time in the supermarket, try to decipher which type of almost the same type Pet food is suitable for your dog -even if you don’t know -you will appreciate the simplicity of scratch.
This thoughtful Australian startup was founded by Mike Halligan and Doug Spiegelhauer in early 2018. It has three bold goals: eliminating speculation, bureaucracy and secrets that trouble the pet food industry, let customers smile, and they will smile, and they will smile, and they will smile and smile in them. Save the earth when you are present. They subscribed to all of them through WooCommerce and Woocommerce.
Mike was the early adopter of Woocommerce -he accidentally discovered and installed version 1.0 for customers in 2011! After establishing a website and operating network agency for many years, he found that he was eager to open his own e -commerce store:
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I want to try the optimization and subdivision of e -commerce that I will see and recommend from the outside, but I can’t run before I have my own things.
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The pet food industry in the pet food industry Coincidentally,
In January this year, Mike was shocked by the power of the \”boxing experience\” when watching the video of the packaging company Lumi.
When a lady talked about receiving a personalized snack box for her dog, Mike recalled his experience of growing up with the dog, and wanted to know what people did on the pet industry on the Internet … …
One week after Google, he began to learn about the status quo of the Australian pet food industry:
Only 5% of pet food sales occurred online.
Maria and Nestlé occupy the global market share in the field of pet food and formulate all rules.
The law is conducive to pet food companies, and they do not have to disclose the percentage of each component to enter their dried pet food (such as chicken, wheat and sugar).
Pet food brands are widely distrust by consumers.
The average industry of pets increase the price of 80%, most of which flow to supermarkets and retailers. This is a subversive industry.
Aside from transparency and quality issues, traditional 20 kg bags of pet foods are not easy to carry, not beautiful, and occupants among the occupants Incorrect space.
Commercial cases that are valuable, more likely to deliver and morality around the object.
Paying the road for the product market fit Each good product begins with research, or luck, usually both have both! The product market is in line with your product or service to meet the expected customer base needs. In order to explore this, Mike talked to friends and family, and joined many online communities. Eventually, hundreds of dog owners:
\”123] What they hate, I I think we can solve it online.
Most people have not shop online. Our research confirms that we can compete in terms of value and customer satisfaction. Australia’s shopping habits are very different from the trends in North America and the United Kingdom: In terms of consumables, Australians are not inclined to shop online. In part, because of the density of Australian outskirts, the proportion of cars per household has a high proportion.
Mike believes that he can provide a customized online subscription experience and reduce retailers, so as to free up 80 % Of some profits are used to buy better raw materials. The result will be products with lower prices and better quality, and can be delivered to the doorstep in Australia for free.
He collaborated with DOUG Spiegelhauer, an expert in the pet food industry, to understand all details, including what measures do manufacturers usually take to reduce costs -such as using wheat as filled materials —— And how to design the perfect recipe:
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For us, if anyone can transport pet food to their doorstep, someone can talk to it, and the product is obviously better, then they are better, then they are better, then they are better, then they are better, so they are obvious, so they are better. It is meaningless to buy pet food in an old way. The two created Scratch together, and received some investment from friends, providing them with 12 months of runway. They deliberately keep the business model simple, using only one product and SKU: one type, a size.
This leaves all complexity, skills and customization to the subscription experience.
SCRATCH selects their products through transparency, quality and simplicity.
Creating value through a differentiated subscription experience Mike’s experience in e -commerce makes him believe that the success of the subscription business lies in convenience and customer experience level, not price: [123 ] \”
If you are engaged in subscribing business, your business is to take care of customers and ensure that they are not only satisfied with the first purchase, but also in the first month, the first year, or even longer, I am satisfied.
You need to customize everything to provide the best experience.
During the checkout process Different, and eliminate some speculations of the dog owner. When you checkout, you can determine your dog’s calories based on weight and age calculation, and it is recommended that your pet should eat the standard 7.5 kg box food. For small dogs, this may be a few months! Larger dogs may need a new box every week. As your dog grows age, the estimated value will change automatically.
This intelligent and scientific subscription experience is the key differentiation factor of their business. WordPress and Woocommerce are the right choice, because they need to be able to customize every point that user experience: \”
We want a completely customized subscription process, and we can worry Details.
I don’t think I can use Shopify to customize the little things I want.
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This more complicated customization of this more complicated customization of WooCommerce subscription and checkout process Mike cooperates with the free developers he found on UPWORK.
Run the woOOCOMMERCE extension of scratchpet.com.au:
Advanced custom field Professional version: Support the use of blocks and layout options to build sites [ 123]
The automatic completion function of the checkout address of WOOCOMMERCE: By using itGoogle can be automatically completed in the address field when the customer types, thereby reducing shopping carts to abandon
Gravity Forms: Create a high -end form for websites for WordPress
Metorik: Very good insights Very good insight And report. Easy to measure the loss rate. Use the English function to remind the reminder and any trigger between the order (such as feeding guidelines).
WooCommerce: For e -commerce, order email, receipt and processing
Woocommerce Shipment Tracking: Provide customers with a simple way to track orders
Woocommerce Stripe: Payment gateway, the processing subscription is very good
Woocommerce subscription: Add regular payment
YOAST SEO: a popular search engine optimization tool
The host of the site, the host, Extension and performance are provided by The Code Co and Digital Ocean.
If you need some customized help, there are some suggestions here.
Warehouse automation and customer service
In the first week of business, Mike and Doug had completed their own orders because they wanted to see the dog owner. But starting from the first day, their warehouse collection achievements have been established, automated and ready: \”The order came in, we did not touch anything. We we One manufacturer made food according to our recipe, the order was delivered directly to the warehouse, and then they shipped.
They even printed a sticker with a dog name in the warehouse.
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Seamless warehouse integration is the key. The decision to cooperate with which local warehouse is attributed to flexibility, easy integration with the website, and the tracking options that can be provided by the warehouse.
Tip
: When selecting the warehouse or inventory management system, please pay attention to the easy integration with your store. Old companies sometimes use customized systems that cannot be easily integrated with the Woocommerce API.
The fully automated performance means that Doug and Mike can focus on other aspects of business, such as customer service.
inIn their research, talking to real people is very important to their prospects. The new dog owner reports that the guidance of how much to feed the dog:
\”All pet food brands seem the same, they say they are high -quality. No one is good at being good at What is the best choice and method. According to the variety? This is an overwhelming experience for the new dog owner. \”
] Scratch is experimenting with real -time chat provided by Facebook Messenger or Intercom, which depends on which one of their AB tests is more adopted.
Add WooCommerce real -time chat to your store to enable chat with Facebook Messenger and other third -party services. You can integrated into Woocommerce through Zapier -learn more.
Standing out with a strong brand and unforgettable user experience
In Australia, pet food traditionally purchased from unknown and unknown companies with offices overseas. Scratch aims to make things more humane, authentic and high -contact.
The entire website has a strong brand influence, paying attention Sexual language buttons and thoughtful content. The seriousness of the pet industry and the responsibility of choosing the correct food and the fun of dog breeding are cleverly balanced.
Starting the task from scratch
The copywriting and humor have obvious Australian flavors. They have achieved a good balance between local and personality, but not alienated:
\”We hope that people think they can write to us because they can. We care about their experience, because we care.\”
Following the trend of native space in the United States, the website design is being designed. Delipple and focus on products. The packaging design is to look good on the kitchen table, and it shows that it does not contain your ordinary pet food.
Insufficient to improve the world for dogs, Scratch is committed to donating 1%to the earth:
\” I think this is what the company should have. Earth and the environment are getting crowded. Every box we sent is completely recyclable, but still needs to obtain resources from the earth. As a business owner, we want to ensure that we are BusinessIt is beneficial to dogs and also conducive to the earth.
They did not use this in marketing in marketing. The moral perspective leads the trend, but gently expressing its own values, such as the famous charitable but subtle brand Patagonia and Ben and Jerry \u0026#39; S.
The next stage of engagement? Do it in real life Some things come to interact with users. During the summer vacation, the Scratch plans to cooperate with BUMBLE to hold a meeting for the single dog owner. With such a easy and pleasant brand experience that is worthy of media attention, they hope to create a word of mouth and organic passage and organic Social media content -organic marketing, which is different from another advertisement on Google. The dog owner of Melbourne and Sydney pays attention!
Prepare to release: the correct buzz
This is opening this. During the store, Mike had invested a lot of work and actively established a list of potential customers. In more than two months, he collected a large number of potential customers through the following ways:
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Online test to understand the ingredients in your pet food . In the version, it includes ten issues, which cleverly highlights how the company deceives the dog owner, and then provides a solution in the upcoming Scratch. . Thousands of other people who checked it were added to the re -marketing list.
The Corporation of Melbourne’s cutest dog . Scratch appealed on their Facebook page to appeal to Melbourne the most most Cute dogs, and invite people to post photos and leave emails. Nearly 1,500 users shared photos in just two days. The bullfighting dog Simon and Wilma also appeared in the (paid) street posters around the city.
A Scrich pet food street poster found in the wild When this store is online, about 400 people can send emails through emails, and they can also contact thousands of dog owners through Facebook. Wei!
Just two weeks later, dogs and their influential owners seek free food orDiscount code, but from scratch deliberately not participating in the discount-so far only three people have received subscription-or player game:
This is a good thing.
We support it, we support it, we support it, We hope that no matter who you are, you will pay the price for this, and we make it good enough that you are willing to pay for this. \” @WORLDOFSCECH [
[ 123] Franklin said thank you, Mike! He is very satisfied with his new box, and is now torn into fragments … Pic.twitter.com/xaixw4ubog
– Johan v karlsson ️ (@Johan_nergy) October 31, 2018
They are running some Facebook redirect, using the purchase intent (that is, if anyone adds the product to their shopping cart but not transformed), add some YouTube and search engine marketing, so Those who search for search shows that they are the correct \”tribe\”: they are willing to spend money on their dogs, such as \”pet daily care\” or \”pet hotels\” (but excluding other dog food brands).
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We have the best things in the world: dog!
So let us start from this, not 2018 buzzwords. Things.
\” Pet food is broken -but they are fixing it What is the next step of scratch? Sustainable development and recruitment of more outstanding talents, organizing some activities for customers, and may introduce some dog snacks and one or two other small things, but do whatever you want -to keep it simple.
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We want to ensure that we can grow, but it will not become unspoken, interesting and trustworthy things.
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The first choice platform for startups and hopes to be fed by SCRATCH in Melbourne, Sydney and other regions within six months.
Do you are dreaming of e -commerce business? Let us know in the comments.
