Leading the Go-To-Market Launch and Strategic Exit for Direct-to-Consumer eCommerce Marketplace The Fascination
In 2021, I helped launch The Fascination, a direct-to-consumer (DTC) e-commerce marketplace that was acquired by StackCommerce in 2022. A quick turnaround for an exit, I know. What happened to get there could (probably) not have been predicted.
Our ragtag team of 10 built a content and reviews platform, B2B whitelisting and advertising business and e-commerce shop that featured only the brands that are #worthit. Consumers showed clear indicators that they wanted an Amazon-like experience that was more curated and more cool. A place for some of us, not all of us. Without the need to hold physical inventory, we created an online store that acted as one-stop-shop for hot new products, from rom Caraway cookware to Golde's superfood self-care. Our first campaigns were a hit, from the friends and family launch to the fall fashion campaign.
While there, I led our ragtag team of 10 in three key areas of the business:
DTC ECOMM MARKETING
With the release of iOS 14.5 during The Fascination's first year, we were forced to rely on organic channels like email, social and SEO to grow from $0 to $150k in gross merchandise revenue (GMV), 350K site visits and 20k email subscribers in the first 6 months of launching.
WHITELISTING ADS BUSINESS
Our reviews proved to be so popular, brands like Keeps wanted to pay us to promote the content. So while we honed our SEO for deep-dive product reviews, we found a new revenue stream through whitelisting: a paid media technique where brands partner with publishers and influencers (The Fascination was a bit of both) to run ads for them. A Keeps review from the reviewer makes for a more compelling ad than Keeps trying to convince you its customers love the product.
Our ragtag team of 10 built a content and reviews platform, B2B whitelisting and advertising business and e-commerce shop that featured only the brands that are #worthit. Consumers showed clear indicators that they wanted an Amazon-like experience that was more curated and more cool. A place for some of us, not all of us. Without the need to hold physical inventory, we created an online store that acted as one-stop-shop for hot new products, from rom Caraway cookware to Golde's superfood self-care. Our first campaigns were a hit, from the friends and family launch to the fall fashion campaign.
While there, I led our ragtag team of 10 in three key areas of the business:
DTC ECOMM MARKETING
With the release of iOS 14.5 during The Fascination's first year, we were forced to rely on organic channels like email, social and SEO to grow from $0 to $150k in gross merchandise revenue (GMV), 350K site visits and 20k email subscribers in the first 6 months of launching.
WHITELISTING ADS BUSINESS
Our reviews proved to be so popular, brands like Keeps wanted to pay us to promote the content. So while we honed our SEO for deep-dive product reviews, we found a new revenue stream through whitelisting: a paid media technique where brands partner with publishers and influencers (The Fascination was a bit of both) to run ads for them. A Keeps review from the reviewer makes for a more compelling ad than Keeps trying to convince you its customers love the product.
CONTENT & REVIEWS PLATFORM
Inspired by Wirecutter and The Strategist, we built a reviews system that combined freelance writing talent and internal and external SEO resources to offer honest opinions through create engaging content worth reading.
Inspired by Wirecutter and The Strategist, we built a reviews system that combined freelance writing talent and internal and external SEO resources to offer honest opinions through create engaging content worth reading.
STARTUP EXIT
Ultimately, our runway ($1M in seed funding) limited our ability to scale the multiple business lines more substantially before exiting. Nonetheless, The Fascination found a great home with e-commerce software leader StackCommerce who continue to leverage The Fascination's brand and platform in their work creating and managing online stores for major publishers like CNN and Insider.
