lerning annex

BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - Switzerland - http://www.blacksocks.com

BLACKSOCKS.COM«How to Launch, Run, and

Profit with Your Online Business.»The Learning Annex

New York,

July 2010

Donnerstag, 29. Juli 2010


what's youridea?



The idea:

«Like newspapers socks should be shipped to my place whenever I need them. I would be best to

find always the same style.»

Because:★ Nobody likes shopping for socks.★ Everybody needs them all the time.★ Nobody likes the hazzle of putting together socks after washing.



Our sockscription.

Alternatives:✴ 4 shipments of 3 pairs✴ 6 shipments of 3 pairs✴ 1 shipments of 10 pairs

Types:★ calf socks★ knee socks★ cashmere silk★ sneaker socks

Colors:★ black

Order:4 month later

4 month later



The Price:

$ 89.-(shipping included)



Why do we don‘t offer a female product?



think bigstart smallbut start



Find a name:

to be considered:★ keep it short★ often company are listed in a alphabetical order ★ invest in professional art work★ protect the brand★ use it.



There was not much more than the idea:

June 1999:★ Number of customers: 0★ Number of socks sold: 0★ Awareness: 0★ Marketing Budget (6 month): $ 500.-



Our Mission:

«We free the world from any kind ofsock sorrows by offering our

sockscriptions.»



Good quality is only the starting point!



let's go online



Your online presence is just the starting point.

?to be considered:★ You need payment★ You need a database★ You need a newsletter tool★ You need statistic★ You should be able to change the webpage by your own



«The dream of the machine!»

clients

Socks

Cash flow



promoteyou webpage



Been talked about.

Good experience.

•Clients:•Customer Service•Shipments•Recommendations•Newsletters

Potential Clients:• Public Relations•Flyers•Promotions•Online Marketing

Good impression.

Goal:Donnerstag, 29. Juli 2010


Been reminded.

★ We reply to every e-Mail; worldwide only 40% and in Switzerland only 70% of e-mails to websites are answered.

★ We deliver fast within 48h local customers have their socks.

★ We try to surprise with every shipment.★ Member-gets-member works fine.★ Tell a friend is easy.

•Clients:•Customer Service•Shipments•Recommendations•Newsletters



«Moment of truth» : Every shipment a Event.



Entice - Bribe - Extort!

Bribe!

★ Each recommendations earns one pair of free socks★ About 28% of our new customers comes through

recommendations.



Tax-free: your personal sock-account



Too many Socks!

4 month later

4 month later

Order:



Keep in contact with your customers!



After buying is before buying!



Been recognized.

Potential Clients:• Public Relations•Flyers•Promotions•Online Marketing

★ Word of mouth by it own is not sufficient.

★ Innovations are creating news value.

★ If people are not visiting us we are visiting them.

★ Together with partners we’re often doing barter deals: margin for publicity.



Sometimes it just happens.



And the winner is!



And the winner is!

A&E Television Networks • AARP • adidas USA • Amazon.com • Donnerstag, 29. Juli 2010


2005: Twice in the daily news.



Does size matters?



Search Engines: SEO & SEM



Facebook Adds



Lucky in Brazil.



Build a brand



Little advertising.



Flyers: Broshures for your wallet.

★ If people don‘t want to come to us we go to them.

★ Sometimes we even distribute cheese flavored jellies.



re-invent yourself



Innovation: St. Valentine is all about socks!



«Better than the Stock Exchange»

September 2002:★ Stocks are down.★ So are the future incomes of all the pension funds

★ Blacksocks launches the Lifetime-Sockscription:★ Runs: 25 years★ Discounted by 5%★ Example:

★25 time 3x3 Sockscription: CHF 2’450.-★Net present value: CHF 1’450.-

★ Results:★ articles in major news paper, invitation to biggest talk show★ About 42 Leads★ Sold up to now: 9



License to bar foot:



The idea 2: underwear collection.



After 11 dark years - We proudly present: colors



Get a rhythm



To get things done - the best is rhythm

What are you doing:★ daily★ weekly ★ monthly★ quarterly★ yearly

★ We do believe in economy of scope★ Therefore we do believe in long time relations.



Be successful



There are copy-cats.

www.sockenprofi.de www.e-socks.ch www.GetSocks.de www.bonsche.de/socke.htm www.socksinblacks.de www.sockenportal.de...

Most of them will be gone by next spring:

– www.gents.ch – www.sockwear.de – www.newsocks.de – www.sockenimabo.de – www.socken-und-mehr.de – www.socksinabox.de – www.activsocken.de – www.socken-haus.de



Now we are a little company

June 1999:★ Number of customers: 0★ Number of socks sold: 0★ Awareness: 0★ Marketing Budget (6 month): $ 500.-

July 2010:★ Number of customers: 50‘000★ Number of socks sold >1 Mio ★ Awareness: 40%★ Marketing Budget some★ FTE’s 4★ number of people 7



Customers from 75 countries.



It seems to work!

1'000

2'000

3'000

4'000



There is room for improvements.


BLACKSOCKS SA - Seefeldstrasse 301a - 8008 Zürich - http://www.blacksocks.com

Do you still buy or do you subscribe already?


lerning annex

Documents

zrich switzerland

number of socks

newspapers socks

pairs knee socks

month latertypes

number of customers

new customers

online presence