Subscription Box Marketing Guide:

Prelaunch & SWOT

Rather than asking your target market what they want, ask them what they like or don’t like about what’s available.

Polling, Interviewing, & Prelaunch

Polling and prelaunch campaigns are a great way to do primary research. Start a poll and post it in an influential Facebook group or subreddit. Rather than asking your target market what they want, ask them what they like or don’t like about what’s available. Find out what needs they have and address those directly. Interviews work well here too. A few in-depth interviews are more valuable than lots of meaningless data. As my stats professor would always say, “Garbage in, garbage out.”

From our in-depth interviews, we can ask fashion-forward people what appeals to them about glasses, how they pick their outfits/accessories and how they find new styles. This would give us a better understanding of their thoughts and decision process than a small survey would. Maybe we’ll uncover that the biggest obstacle is dealing with prescriptions, so we’d want to make sure that submitting and renewing prescriptions is as easy as possible. We may uncover things we wouldn’t have thought to ask in a survey. Don’t underestimate the benefit of interviewing or conducting focus groups!

It might be more beneficial to conduct focus groups or interviews before sending out a survey, so you know what questions to ask.

SWOT Analysis

Don’t panic, this isn’t another data analysis. A SWOT analysis, which stands for Strengths, Weaknesses, Opportunities, and Threats, is just a framework for visualizing the research and information you’ve already collected during your analysis and prelaunch. Keep in mind that strengths and weaknesses should be internal measures of your business, and opportunities and threats are external.

Look at the template below:

SWOT

 

Let’s fill out a SWOT analysis for our example box: