Masters of Scale by Reid Hoffman –  Katia Beauchamp: The beauty of emphasizing the obvious

Masters of Scale by Reid Hoffman – Katia Beauchamp: The beauty of emphasizing the obvious

Unconventional ideas can fuel big dreams, but they also attract naysayers.

When Katia Beauchamp, co-founder and CEO of Birchbox, introduced her idea of subscription beauty boxes, she knew this novel business model went against beauty industry norms and was hard for some tech-focused investors to connect with. To woo investors, suppliers, and customers, Katia learned to describe her industry-flipping idea in conventional terms, connecting on common ground.

Unconventional ideas

Offering a complete experience rather than just a product and flipping the orientation of an entire market are effective ways to innovate and appeal to customers. Showcasing specific benefits can convince people of unconventional ideas.

Birchbox saw a gap in the beauty industry and created a business model to provide sample boxes, limit choice, and build a community. This idea was successful in creating a popular e-commerce retailer.

I think that culture is something that has to be living and breathing. It’s not a set of words on a wall

Stay focused and flexible

Ideas don’t die

Don’t give up on your idea, but be willing to adapt and adjust your presentation to win over investors.

Understand investors’ perspectives and broaden the picture by highlighting the wider untapped opportunity.

Adapt language to appeal to investors by focusing on machine-learning, personalization, and customer acquisition. Be true to your vision while solving a problem investors have overlooked.

Introduction of a new business model demands patience, perseverance, innovation, and adaptation to constantly improve and stay ahead of the competition.

We were really focused on creating a complete experience for the customer. Not just a product, but a service.

When we realized what Birchbox could be, we were looking around thinking how did this not seem obvious to a lot of people?

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