Innermost achieved 0 to 7 figures in three years by initially focusing on a B2B wholesale model to validate their product and gain customer insights before transitioning to a DTC e-commerce strategy. This approach allowed them to build a strong foundation, understand their customer base, and gather social proof, which significantly de-risked their direct-to-consumer launch and accelerated growth.
Key takeaways
Prioritize understanding your customer through direct feedback channels, even before full DTC launch. Innermost used B2B fitness studios to gain insights and product validation.
Leverage a "wholesale first" strategy before DTC to build brand awareness, gather testimonials, and generate initial sales volume, providing a stronger foundation for e-commerce launch.
Invest in a robust e-commerce tech stack (like Shopify and Klaviyo) that allows for detailed customer segmentation, personalized email flows, and analytics to optimize the customer journey.
Develop content pillars and a website structure that directly reflects customer needs and goals, gathered from initial market research and feedback.
Implement intelligent email marketing tactics and sign-up methods, including quizzes and segmentation, to personalize communication and drive conversions.
Shivraj Bassi is the Founder and CEO at Innermost. Originally Innermost sold their nutritional products B2B, but in 2019 shifted their focus to DTC. The combined DTC and B2B operation is now 3 years old and achieving a 7-figure run rate. We discuss why starting wholesale has been brilliant, how understanding the customer has influenced product and marketing, and how they've used content and very clever email marketing to accelerate their sales growth.Get all the links and resources we mention at eCommerceMasterPlan.comThis podcast uses the following third-party services for analysis: Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/ ---
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Prioritize understanding your customer through direct feedback channels, even before full DTC launch. Innermost used B2B fitness studios to gain insights and product validation.
What does this episode say about brand & content?
Leverage a "wholesale first" strategy before DTC to build brand awareness, gather testimonials, and generate initial sales volume, providing a stronger foundation for e-commerce launch.
What does this episode say about email & sms?
Invest in a robust e-commerce tech stack (like Shopify and Klaviyo) that allows for detailed customer segmentation, personalized email flows, and analytics to optimize the customer journey.
What does this episode say about founder & leadership?
Develop content pillars and a website structure that directly reflects customer needs and goals, gathered from initial market research and feedback.
What does this episode say about dtc strategy?
Implement intelligent email marketing tactics and sign-up methods, including quizzes and segmentation, to personalize communication and drive conversions.
