How Death Wish Coffee Consistently 2x's Sales, Builds a Massive Online Community, and The Technology Stack to Make it

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Moderators

Chad RubinCEO/co-founder

Skubana

Eric Donovan

Chief Logistics OfficerDeath Wish Coffee

Dustin Alexander

Shipping, Inventory & Logistics

Death Wish Coffee

“What’s your strongest cup of coffee?”

From humble beginnings in 2008, Mike Brown owned a coffee shop in upstate NY.

● The testing phase involved Mike’s coffee shop customers○ Mike researched how to create what he knew his customers wanted ○ Customer feedback and market knowledge led him to e-commerce

● In 2011, Mike named his coffee blend Death Wish Coffee to challenge consumers and differentiate the brand

● Death Wish officially started to roast their own coffee in 2012

Time to create The World’s Strongest Coffee

Mike is still running Saratoga Coffee Traders as he continuously scales Death Wish.

Death Wish’s early success was powered by 2 marketing tools:

Winning a Super Bowl Ad● Winning the“Small Business, Big Game Competition” in 2016 ran by Intuit

Quickbooks○ Rose above 15K small businesses

● Winning Strategy:○ Asked for online followers’ votes○ Presence at local community events○ Local community outreach○ Connected with influencers like Zakk Wylde, Lisa Kelly and Todd Dewey

Death Wish’s win was a huge surprise, especially when they entered the contest a month after it has already started.

The Super Bowl AftermathDaily online visits doubled to an average of 12,000

Presence in stores rose to 150 from just 7

Daily sales spiked up to an average of 150 from 50

Annual sales achievement of over $10M

On the day of the Super Bowl, the Ad was aired and online visits and orders spiked. It was a preview of how things were changing for Death Wish.

Creating a Cult-like Following

40.8K 307,169

5.9K

2x Sales Year after Year!● Scaling in multiple marketplaces - Amazon, Shopify Plus, Walmart, Jet● Going big box is an option as long as it doesn’t harm the Death Wish brand● Is now a team of 20 and is working with a 3PL● Continuously dishing out new and/or limited edition products by teaming up

with other local businesses

“Do something for your business every day. It’s that consistency that really helps you win.” - Mike Brown

Harnessing Growth with Technology

“Whatever problem we had, let’s try to come up with a system to solve it. Then, if we could, automate that process as much as possible.”

An operations platform for high volume sellers to run and automate their business.

It unifies point solutions in one place to enable sellers to diagnose problems, analyze metrics, and monitor performance across channels.

Death Wish uses Skubana to get orders out the door, ensure they don’t run out of stock, and monitor revenue/expenses.

Skubana - the center for entire backend operations

Multi-Channel InventorySeamless

synchronization across channels and warehouses

Updates based on intelligent shipping zone & sales channel allocation rules

Know what your stock levels are at a glance

Order & Returns ProcessingRoute orders to

different warehouses

Flexible shipping despite fulfilment options

Ship in batches

Create customized packing slips and labels

Automate emails for customer service and retention

Vendor and Purchase Order WorkflowAutomate

purchase order creation based on past orders

Eliminate data entry errors

Replenish stock or dropship in a few clicks

Cross-Channel AnalyticsFind your most

profitable channels and products

Understand where to invest

See which products are costing money versus generating revenue

ONE-TIME OFFERFrom Skubana

http://bit.ly/SKUapply2

Password: caffeine

ONE-TIME OFFERFrom Death Wish Coffee

$3 off all Death Wish products until

2/21/17Code: Skubana