We are stealing…The blueprint to building an internet business & a few lessons
Famous dogs are nothing new. Some household names throughout history include Lassie, Layka, Beethoven or Scooby-Doo
These days, you can find thousands of dogs with social media accounts that are moderately successful. They do a brand deal here and there, but it doesn’t go further.
Doug’s owners were more ambitious. They quit their jobs when they realized Doug’s potential. And so it began, the birth of a social media empire.
This is the blueprint that they laid out for us to steal 👇
✨ It all started with above-average content. Doug’s pictures and caption quality are way beyond what’s usual from “Dog Instagram” (Yep, that’s a thing).
➝ Lesson: If you create something of value, and you do it better (or different) than others, then your chances of success dramatically increase.
👕 First attempt at monetization: the merch.
With Doug, we’re looking at t-shirts and calendars. Particularly the calendars were a huge success, selling out very quickly.
Using this data, his owners pitched to a big calendar brand and got a deal. 5 years later, Doug’s calendars continue to be a bestseller.
➝ Lesson: Data talks, so use it for new content as well as proof for new business opportunities.
📙 Second, a book. That book in question, which is a recap of Doug’s pictures, became an NYT bestseller. Doug even went on a book tour!
➝ Lesson: if your content works in one medium, the chances it can be translated as a book (or ebook) are very high. It’s one of the easiest product ideas that you can make as a creator.
🐶 Third, retail. Once again, Doug’s owners cold-emailed big shopping chains. Claire’s ended up hearing their proposal and offering a deal.
Now you can buy Doug’s stuffed animals and other products at Claire’s around the world!
➝ Lesson: cold emailing works! If you or your brand feel like a good fit for a bigger company, you’re probably right! Doesn’t hurt to send that email.