071: Wink Beds' Dan Adler shares the strategy and marketing that achieved $2million in year 1

Dan Adler is co-founder of Wink Beds an American online only retailer with just one product – a luxury mattress. The business has been selling online since march 2015 and in the first year did $2 million in sales.

Click to Tweet: Dan Adler of Wink Beds on @eComMasterPlan #Podcast talking about growing his business that sells just one product

About the business

eCommerce Business Structure – Online Only
Product Range Scale – very niche
On a SquareSpace platform
10 people in the business on a day to day basis – 5 in the marketing team
Based in the US, selling to the US
Key widgets in the website:
- Tawk.to – webchat

Listen to hear how Dan Adler got started in eCommerce

Most Awesome Thing Right Now

Dan thinks it really awesome to be in a business that is growing and a business that helps people, Dan thinks sleep is really important. It’s very satisfying for Dan to have a business with a product that you are really happy with and that helps people.

Listen to hear more about how about Studio 15’s business goals

Affiliate Marketing

When the business first launched WinkBeds sent out their mattresses to people who blogged about mattress, sleep and other things relevant to the product. These bloggers would then create relevant content that exposed the WinkBed brand – it as a relatively low cost acquisition channel because the bloggers and affiliates already had great search ranking and a following. The bloggers were then earning a small commission on every mattress sold on the site. WinkBeds use sharesell.com to manage their affiliate programme.

You can hear about all this on the podcast, for free – right now…

eCommerce Book Top Tip

Traction by Gino Wickman

eCommerce Traffic Top Tip

Dan reiterates that affiliate marketing that is very specific to your niche can be a really channel especially to a business that is just starting up.

Tool Top Tip

The WinkBeds team use Evernote – Dan got the idea for using Evernote in a different way based on the book [easyazon_link identifier=”0349408947″ locale=”UK” tag=”ecommmaste-21″]Getting Things Done[/easyazon_link] by David Allen.

Start Up Top Tip

Dans first tip would be not to go overboard with website design or website development and spend most of your time and resources on high quality product photography.

Interview Links

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