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How to use Amazon and advertising to build a D2C startup

Matt Altman & Tyler Elliston
Contributor

Matt Altman runs the Amazon practice area for VMG Ignite, an eCommerce consultancy that helps early to mid stage CPG companies achieve growth. Tyler Elliston is the founder of VMG Ignite. Clients include Sun Bum, Perfect Snacks, Aloha, Pill Club, Solid Gold, and many more.

Entrepreneurship in consumer packaged goods (CPG) is being democratized. Every step of the value channel has been compressed and made more affordable (and thereby accessible).

At VMG Ignite, we have worked with dozens of direct-to-consumer startups trying to both find product-market fit and achieve scale through Amazon and online advertising.

This article focuses on customer acquisition, particularly Amazon and online advertising, for the direct-to-consumer (D2C) CPG venture. Selling on Amazon, specifically third-party (3P), has become an increasingly important component of the D2C playbook. About 46% of product searches start on Amazon, which makes it a compelling source of sales even for early-stage ventures.

Table of contents

How to find product-market fit 

People say that ideas are a dime a dozen. They aren’t valuable. But finding product-market fit? Now, that’s hard. The gap between an unexecuted idea and proven product-market fit can seem vast. Yet it’s a critical first step because, ultimately, marketing amplifies your product and value proposition.

If they aren’t compelling, marketing will fail. If they’re compelling, even mediocre marketing can often be successful. So start with a great product that people love.

How do you create a great product, you ask? A/B test your product configuration like you A/B test your landing page, copy, and design. Your product is a variable, not a constant. Build, ship, get feedback. Build, ship, get feedback. Turn detractors into your customer panel for testing.

Early-stage D2C companies typically get their first customers through three channels:

  1. Begging your friends and family to buy and promote your product.
  2. List it on Amazon as a 3P seller. Figure out the platform and start selling!
  3. Advertise on Facebook. Start with a daily budget of 10x your price point to get started and start tinkering with creative, audiences, and settings to minimize cost per order.

The companies that succeed are often the ones that iterate the fastest. In his book Creative Confidence, IDEO founder David Kelley and his co-author (and brother) Tom relay a story of a pottery class that was split into two groups.

The first group was told they would each be graded on the single best piece of pottery they each produced. The second group was told they would each be graded based on the sheer volume of pottery they produced.

Naturally, the first group labored to craft the perfect piece while the second group churned through pottery with reckless abandon. Perhaps not so intuitive, at the end of the class, all the best pottery came from the second group! Iteration was a more effective driver of quality than intentionality.

Don’t know how to manage Amazon or Facebook? Here are some best practices:

How to get started with Amazon

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Amazon’s free streaming service IMDb TV comes to mobile devices

IMDb TV, the free ad-supported streaming service launched by Amazon-owned IMDb at the beginning of the year (originally called Freedive), is today arriving on mobile devices. With the updated version of iOS and Android IMDb app rolling out now, users can stream from the app’s growing library of free movies and TV series.

Prior to IMDb TV’s launch, the movie website had experimented with video content in the form of trailers, celebrity interviews and other short-form series. But consumers today are more interested in services where they can stream premium content for free, without a subscription — as they can on IMDb TV competitors like Walmart-owned Vudu’s “Movies on Us,” Tubi or The Roku Channel, for example.

At launch, IMDb TV offered a collection of TV shows like Fringe, Heroes, The Bachelor and Without a Trace, as well as Hollywood movies like Awakenings, Foxcatcher, Memento, Monster, Run Lola Run, The Illusionist, The Last Samurai, True Romance and others.

This summer, it expanded its lineup through new deals with Warner Bros., Sony Pictures Entertainment and MGM Studios.

This brought movies like Captain Fantastic and La La Land to the service, the latter which has since become one of the service’s most-streamed movies this summer. Other popular titles included Jerry Maguire, Practical Magic, A Knight’s Tale, Drive, Max, Step Dogs, Zookeeper, Paddington and The Neverending Story.

More recent deals with Paramount and Lionsgate have also brought new content to IMDb TV, like Silver Linings Playbook, Age of Adaline, In the Heart of the Sea and the TV show, The Middle.

The company hasn’t said how many customers IMDb TV has, but the service has benefited from integrations with Amazon’s Fire TV.

Earlier this year, Marc Whitten, vice president of Fire TV, noted that Fire TV customers’ use of free, ad-supported apps had increased by more than 300% during the last year. IMDb TV is expected to contribute to that, with its placement on the “Your Apps & Channels” row on Fire TV and its availability as a free channel within the Prime Video app.

The updated iOS and Android IMDb app is rolling out starting today, the company says.

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Is Knotel poised to turn WeWork from a Unicorn into an Icarus?

The day of reckoning for the “flexible office space as a startup” is coming, and it’s coming up fast. WeWork’s IPO filing has fired the starting gun on the race to become the game-changer both in the future of property and real estate but also the future of how we live and work. As Churchill once said, “we shape our buildings and afterwards our buildings shape us.”

Until recently, WeWork was the ruler by which other flexible-space startups were measured, but questions are now being asked if it deserves its valuation. The profitable IWG plc, formerly Regus, has been a business providing serviced offices, virtual offices, meeting rooms and the rest, for years, and yet WeWork is valued by 10 times more.

That’s not to mention how it exposes landlords to $40 billion in rent commitments, something which a few of them are starting to feel rather nervous about.

Some analysts even say WeWork’s IPO is a “masterpiece of obfuscation.”

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President throws latest wrench in $10B JEDI cloud contract selection process

The $10 billion, decade-long JEDI cloud contract drama continues. It’s a process that has been dogged by complaints, regulatory oversight and court cases. Throughout the months-long selection process, the Pentagon has repeatedly denied accusations that the contract was somehow written to make Amazon a favored vendor, but today The Washington Post reports President Trump has asked the newly appointed Defense Secretary, Mark T. Esper, to examine the process because of concerns over that very matter.

The Defense Department called for bids last year for a $10 billion, decade-long contract. From the beginning, Oracle in particular complained that the process favored Amazon. Even before the RFP process began Oracle executive Safra Catz took her concerns directly to the president, but at that time he did not intervene. Later, the company filed a complaint with the Government Accountability Office, which ruled that the procurement process was fair.

Finally, the company took the case to court, alleging that a person involved in defining the selection process had a conflict of interest, due to being an employee at Amazon before joining the DoD. That case was dismissed last month.

In April, the DoD named Microsoft and Amazon as the two finalists, and the winner was finally expected to be named some time this month. It appeared that we were close to the finish line, but now that the president has intervened at the 11th hour, it’s impossible to know what the outcome will be.

What we do know is that this is a pivotal project for the DoD, which is aimed at modernizing the U.S. military for the next decade and beyond. The fact is that the two finalists made perfect sense. They are the two market leaders, and each has tools, technologies and experience working with sensitive government contracts.

Amazon is the market leader, with 33% market share. Microsoft is No. 2, with 16%. The No. 3 vendor, Google, dropped out before the RFP process began. It is unclear at this point whether the president’s intervention will have any influence on the final decision, but The Washington Post reports it is an unusual departure from government procurement procedures.

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Why AWS gains big storage efficiencies with E8 acquisition

AWS is already the clear market leader in the cloud infrastructure market, but it’s never been an organization that rests on its past successes. Whether it’s a flurry of new product announcements and enhancements every year, or making strategic acquisitions.

When it bought Israeli storage startup E8 yesterday, it might have felt like a minor move on its face, but AWS was looking, as it always does, to find an edge and reduce the costs of operations in its data centers. It was also very likely looking forward to the next phase of cloud computing. Reports have pegged the deal at between $50 and $60 million.

What E8 gives AWS for relatively cheap money is highly advanced storage capabilities, says Steve McDowell, senior storage analyst at Moor Research and Strategy. “E8 built a system that delivers extremely high-performance/low-latency flash (and Optane) in a shared-storage environment,” McDowell told TechCrunch.

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Amazon acquires flash-based cloud storage startup E8 Storage

Amazon has acquired Israeli storage tech startup E8 Storage, as first reported by Reuters, CNBC and Globes and confirmed by TechCrunch. The acquisition will bring the team and technology from E8 in to Amazon’s existing Amazon Web Services center in Tel Aviv, per reports.

E8 Storage’s particular focus was on building storage hardware that employs flash-based memory to deliver faster performance than competing offerings, according to its own claims. How exactly AWS intends to use the company’s talent or assets isn’t yet known, but it clearly lines up with their primary business.

AWS acquisitions this year include TSO Logic, a Vancouver-based startup that optimizes data center workload operating efficiency, and Israel-based CloudEndure, which provides data recovery services in the event of a disaster.

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DigitalOcean gets a new CEO and CFO

DigitalOcean, the cloud infrastructure service that made a name for itself by focusing on low-cost hosting options in its early days, today announced that it has appointed former SendGrid COO and CFO Yancey Spruill as its new CEO and former EnerNOC CFO Bill Sorenson as its new CFO. Spruill will replace Mark Templeton, who only joined the company a little more than a year ago and who had announced in May his decision to step down for personal reasons.

DigitalOcean is a brand I’ve followed and admired for a while — the leadership team has done a tremendous job building out the products, services and, most importantly, a community, that puts developer needs first,” said Spruill in today’s announcement. “We have a multi-billion dollar revenue opportunity in front of us and I’m looking forward to working closely with our strong leadership team to build upon the current strategy to drive DigitalOcean to the company’s full potential.”

Spruill does have a lot of experience, given that he was in CxO positions at SendGrid through both its IPO in 2017 and its sale to Twilio in 2019. He also previously held the CFO role at DigitalGlobe, which he also guided to an IPO.

In his announcement, Spruill notes that he expects DigitalOcean to focus on its core business, which currently has about 500,000 users (though it’s unclear how many of those are active, paying users). “My aspiration is for us to continue to provide everything you love about DO now, but to also enhance our offerings in a way that is meaningful, strategic and most helpful for you over time,” he writes.

Spruill’s history as CFO includes its fair share of IPOs and sales, but so does Sorenson’s. As CFO at EnerNOC, he guided that company to a sale to investor Enel Group. Before that, he led business intelligence firm Qlik to an IPO.

It’s not unusual for incoming CEOs and CFOs to have this kind of experience, but it does make you wonder what DigitalOcean’s future holds in store. The company isn’t as hyped as it once was and while it still offers one of the best user experiences for developers, it remains a relatively small player in the overall cloud game. That’s a growing market, but the large companies — the ones that bring in the majority of revenue — are looking to Amazon, Microsoft and Google for their cloud infrastructure. Even a small piece of the overall cloud pie can be quite lucrative, but I think DigitalOcean’s ambitions go beyond that.

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With Y Combinator’s seal of approval, MyPetrolPump raises $1.6 million for its car refueling business

Even before pitching onstage at Y Combinator, Indian car refueling startup MyPetrolPump has managed to snag $1.6 million in seed financing.

The business, which is similar to startups in the U.S. like Filld, Yoshi and Booster Fuels, took 10 months to design and receive approval for its proprietary refueling trucks that can withstand the unique stresses of providing logistics services in India.

Together with co-founder Nabin Roy, a serial startup entrepreneur, MyPetrolPump co-founder and chief executive Ashish Gupta pooled $150,000 to build the company’s first two refuelers and launch the business.

MyPetrolPump began operating out of Bangalore in 2017 working with a manufacturing partner to make the 20-30 refuelers that the company expects it will need to roll out its initial services. However, demand is far outstripping supply, according to Gupta.

“We would need hundreds of them to fulfill the demand,” Gupta says. In fact the company is already developing a licensing strategy that would see it franchise out the construction of the refueling vehicles and regional management of the business across multiple geographies. 

Bootstrapped until this $1.6 million financing, MyPetrolPump already has five refueling vehicles in its fleet and counts 2,000 customers already on its ledger.

These are companies like Amazon and Zoomcar, which both have massive fleets of vehicles that need refueling. Already the company has delivered 5 million liters of fuel with drivers working daily 12-hour shifts, Gupta says.

While services like MyPetrolPump have cropped up in the U.S. as a matter of convenience, in the Indian context, the company’s offering is more of necessity, says Gupta.

“In the Indian context, there’s pilferage of fuel,” says Gupta. Bus drivers collude with gas station operators to skim money off the top of the order, charging for 50 liters of fuel but only getting 40 liters pumped in. Another problem that Gupta says is common is the adulteration of fuel with additives that can degrade the engine of a vehicle.

There’s also the environmental benefit of not having to go all over to refill a vehicle, saving fuel costs by filling up multiple vehicles with a single trip from a refueling vehicle out to a location with a fleet of existing vehicles.

The company estimates it can offset 1 million tons of carbon in a year — and provide more than 300 billion liters of fuel. The model has taken off in other geographies as well. There’s Toplivo v Bak in Russia (which was acquired by Yandex), Gaston in Paris and Indonesia’s everything mobility company, Gojek, whose offerings also include refueling services.

And Gupta is preparing for the future as well. If the world moves to electrification and electric vehicles, the entrepreneur says his company can handle that transition as well.

We are delivering a last-mile fuel delivery system,” says Gupta. “If tomorrow hydrogen becomes the dominant fuel we will do that… If there is electricity we will do that. What we are building is the convenience of last-mile delivery to energy at the doorstep.”

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A guide to Virtual Beings and how they impact our world

Money from big tech companies and top VC firms is flowing into the nascent “virtual beings” space. Mixing the opportunities presented by conversational AI, generative adversarial networks, photorealistic graphics, and creative development of fictional characters, “virtual beings” envisions a near-future where characters (with personalities) that look and/or sound exactly like humans are part of our day-to-day interactions.

Last week in San Francisco, entrepreneurs, researchers, and investors convened for the first Virtual Beings Summit, where organizer and Fable Studio CEO Edward Saatchi announced a grant program. Corporates like Amazon, Apple, Google, and Microsoft are pouring resources into conversational AI technology, chip-maker Nvidia and game engines Unreal and Unity are advancing real-time ray tracing for photorealistic graphics, and in my survey of media VCs one of the most common interests was “virtual influencers”.

The term “virtual beings” gets used as a catch-all categorization of activities that overlap here. There are really three separate fields getting conflated though:

  1. Virtual Companions
  2. Humanoid Character Creation
  3. Virtual Influencers

These can overlap — there are humanoid virtual influencers for example — but they represent separate challenges, separate business opportunities, and separate societal concerns. Here’s a look at these fields, including examples from the Virtual Beings Summit, and how they collectively comprise this concept of virtual beings:

Virtual companions

Virtual companions are conversational AI that build a unique 1-to-1 relationship with us, whether to provide friendship or utility. A virtual companion has personality, gauges the personality of the user, retains memory of prior conversations, and uses all that to converse with humans like a fellow human would. They seem to exist as their own being even if we rationally understand they are not.

Virtual companions can exist across 4 formats:

  1. Physical presence (Robotics)
  2. Interactive visual media (social media, gaming, AR/VR)
  3. Text-based messaging
  4. Interactive voice

While pop culture depictions of this include Her and Ex Machina, nascent real-world examples are virtual friend bots like Hugging Face and Replika as well as voice assistants like Amazon’s Alexa and Apple’s Siri. The products currently on the market aren’t yet sophisticated conversationalists or adept at engaging with us as emotional creatures but they may not be far off from that.

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Apple leads corporate American solar energy usage

Apple led the way in solar usage as technology companies step up their development of renewable energy projects to offset their carbon emissions.

That’s the word from the Solar Energy Industry Association in its latest tally of leading corporate solar energy installers across the U.S.

Last year, Apple installed 400 megawatts of solar capacity to lead all companies in the U.S.

“Top companies are increasingly investing in clean, reliable solar energy because it makes economic sense,” said Abigail Ross Hopper, president and CEO of the Solar Energy Industries Association (SEIA), in a statement. “[And] corporate solar investments will become even more significant as businesses use solar to fight climate change, create jobs and boost local economies.”

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Four of the top 10 corporate solar users in the U.S. were tech companies. Amazon was No. 2 on the Solar Energy Industry Association’s list of companies tapping solar energy to power their businesses. The data center company Switch and search giant Google (a subsidiary of Alphabet) came in as the fifth and sixth companies.

“Playing a significant role in helping to reduce the sources of human-induced climate change is an important commitment for Amazon,” said Kara Hurst, director of Sustainability, Amazon, in a statement. “Major investments in renewable energy are a critical step toward addressing our carbon footprint globally. We will continue to invest in these projects and look forward to additional investments this year and beyond.”

The price for solar continues to come down, which is increasing the adoption — and scale — of solar installations in the U.S.

According to the SEIA, the biggest jump in solar installations have happened in the last three years. In all, 7 gigawatts of solar capacity has been installed at commercial locations, which is enough to power 1.4 million homes.

Of course, these numbers still need to increase even more dramatically for the corporate world to show that it’s serious about addressing climate change. While it’s important to acknowledge the successes of companies that are taking strides to incorporate more renewable energy into their operations, the goal for these massive industrial and technology giants (and really the goal for every institution) should be to get to as close to full decarbonization as possible.

The world has 10 years to wean itself off its current emissions-heavy consumption habits. Increasing solar usage is a step in the right direction, but it’s only a step.

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