This episode features Keith Eshelman, co-founder and CEO of Parks Project, an apparel and accessories brand supporting national parks. Eshelman shares his journey from volunteering in parks to building a mission-driven ecommerce brand. The discussion focuses on how Parks Project disrupted the market with unique products and leveraged organic influence to connect with customers, emphasizing the importance of balancing safe bets with calculated risks in product development and brand building.
Key takeaways
Start with a clear mission: Parks Project originated from a personal passion for park conservation, which became the core of its brand identity and product development.
Leverage unique design and organic influence: Differentiate your brand by offering products with distinctive artistic elements that resonate with a specific audience, as Parks Project did with national park-inspired artwork.
Innovate distribution channels: Don't limit sales to traditional avenues; Parks Project found success by selling products in a 'holistic manner' beyond just park stores, including online and wholesale.
Continuously expand product categories: Don's be afraid to diversify your product offerings once initial products gain traction. Parks Project started with t-shirts and expanded into candles, puzzles, footwear, and home goods.
Prioritize product-market fit and demand: The ultimate indicator of success is products selling through and generating demand. Early validation for Parks Project came from consistent reorders from retailers.
On this podcast, we talk about the progression from volunteer work to a mission-based brand, the importance of managing relationships with customers, the difference between wholesale and Ecom buyers, and so much more!
Frequently asked about this episode
What does this episode say about brand & content?
Start with a clear mission: Parks Project originated from a personal passion for park conservation, which became the core of its brand identity and product development.
What does this episode say about dtc strategy?
Leverage unique design and organic influence: Differentiate your brand by offering products with distinctive artistic elements that resonate with a specific audience, as Parks Project did with national park-inspired artwork.
What does this episode say about product & merchandising?
Innovate distribution channels: Don't limit sales to traditional avenues; Parks Project found success by selling products in a 'holistic manner' beyond just park stores, including online and wholesale.
What does this episode say about founder & leadership?
Continuously expand product categories: Don's be afraid to diversify your product offerings once initial products gain traction. Parks Project started with t-shirts and expanded into candles, puzzles, footwear, and home goods.
What does this episode say about brand & content?
Prioritize product-market fit and demand: The ultimate indicator of success is products selling through and generating demand. Early validation for Parks Project came from consistent reorders from retailers.
