purpose, mission, & values - sites@duke | sites.duke.edu · by eliminating brand tax and...

PURPOSE, MISSION, & VALUES

To provide products that are:

Affordable

High quality

Good for you

Good for the planet

PURPOSE

Better stuff, fewer dollars.It's that simple.

MISSION

Simple, fair prices

Careful curation

High quality products

VALUES

Providing a lifestyle first, integrated shopping

experience.

BUSINESS

WHY

HOW

WHAT

Democratize a lifestyle first experience.

Disrupt existing ways of shopping by eliminating brand tax and

providing a lifestyle-first retail experience built on 5 pillars

(transparency, community-driven values, quality, accessibility,

affordability).

Curated, high-quality products at a consistent low cost.

Community-driven content.

WHO MATTERS MOST

EARLYADOPTER

URBANDWELLER

PRIORITIZESLIFESTYLE

ENJOYSENGAGING ONLINE

BRANDLESS Shopper

= Lifestyle

Cultivator

FIRST-TIMEHEAD-OF-HOUSEHOLD

DEMOGRAPHIC

23-38 y.o. (Millennial)

Female

Household size: >2

Holds a 9-5 job

PSYCHOGRAPHIC

Prioritizes lifestyle needs (organic, gluten free, cruelty free, etc)

Prioritizes health in general

Wants to feel good by supporting a company with a social mission

Open to exploring new brands, products, lifestyle tips

BEHAVIOURAL

Price sensitive but willing to spend more to prioritize lifestyle

Shopping behavior: - Browse online → purchase online- Open to buying different items at different stores

Social media activity:Regularly consumes and/or shares lifestyle content

GEOGRAPHIC

United States

Urban

DEMOGRAPHIC

23-38 y.o. (Millennial)

Female

Household size: >2

Holds a 9-5 job

PSYCHOGRAPHIC

Prioritizes lifestyle needs (organic, gluten free, cruelty free, etc)

Prioritizes health in general

Wants to feel good by supporting a company with a social mission

Open to exploring new brands, products, lifestyle tips

BEHAVIOURAL

Price sensitive but willing to spend slightly more to prioritize lifestyle

Shopping behavior: - Browse online → purchase online- Open to buying different items at different stores

Social media activity:Regularly consumes and/or shares lifestyle content

GEOGRAPHIC

United States

Urban

CUSTOMER JOURNEY

Qua

lity/

Stre

ngth

Customer Journey

PROS

$48 basket size encourages adherence to total brand buy-in

Forces customers to buy in to a brand rather than individual products

Reduce customers with low LTV

Environmentally friendly

CURRENT OPTIONS

One $6 shipping option:

- Standard 3-5 business day delivery

- Orders of $48+ get free shipping - No exceptions or promotions

CURRENT SHIPPING SCHEME

HOW CAN BRANDLESS IMPROVE?

- Free shipping on first order- Complimentary sample boxes

with first order- AS

CONS

Growth rate will force Brandless to compete for new buyers with Amazon and potential 2-hour shipping

Difficult first-time buy-in for existing community members

- Spend $48 on a suite of products or pay $9 to try one $3 product

CURRENT SHIPPING SCHEME

MENTAL AVAILABILITY

Community allows for increased points of contact with customer base

High frequency of dialogue

LESSONS FROM BRANDLESS

EXPERIENCE

Tailoring shopping experience to specific lifestyle choices

BRANDING

Connecting the brand to the community rather than a product

Emphasis on messaging as compared to product design

WEBSITE USER EXPERIENCE

NAVIGATING THE WEBSITE

WEBSITE MENU

WEBSITE EMBODIES BRANDLESS-NESS

- Generic labels

- Undifferentiated color scheme

- Seemingly random product grouping

→ Emphasize their holistic brand values rather than individual product identity

WEBSITE EMBODIES BRANDLESS

- Visual experience

- Emphasis on community

- Emphasis on lifestyle rather than product

Lack of transparency about price model

Implication that the product contains no harmful chemicals, but doesn’t address the other complex chemicals listed

Trust and Transparency?

REVIEWS

THE FUTURE OF BRANDLESS

WHY?

No easy buy-in

Skepticism around product offerings

PROBLEM

Not converting community members

to consumers

X

CURRENT PROBLEM

No easy buy in for potential new

consumers/ current content

engagers

Skepticism about products

Yes

Yes

POTENTIAL PATHS

More pop-up shops

Free shipping on 1st order

Sell $10 curated box of favorites

with free shipping

Become more curated

Potential consumers able to experience

the brand

Consumers have trust that one company can make various quality products in different

categories

Current Problem

Will Brandless exist in 10 years? Solution Impact