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  • February 22, 2023
  • Article

How to Seed Organic Marketing in a Video-First World

By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies... View Details
Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation ＆ Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Retail Industry; Consumer Products Industry; Fashion Industry; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Food and Beverage Industry; Media and Broadcasting Industry; United States; North America
Related
  • December 2022 (Revised January 2023)
  • Case

Cann: High Hopes for Cannabis Infused Beverages

By: Ayelet Israeli and Anne V. Wilson
Founded in 2018 by Jake Bullock and Luke Anderson, Cann sold “social tonics,” or cannabis-infused beverages. By 2022, the company had several notable celebrity investors and talent partners, had sold over 10 million beverages to consumers, was distributing in six... View Details
Keywords: Stigma; Product Innovation; Product Introduction; Product Differentiation; New Products; New Product Marketing; New Product Management; Brand Management; Branding; Packaging; Positioning; Growth Strategy And Execution; Growth; Cannabis Industry; Purpose; Purpose Brands; LGBTQ; Direct-to-consumer; DTC; Regulations; Channels Of Distribution; Product Development; Product Marketing; Product Positioning; Product; Innovation and Invention; Brands and Branding; Marketing; Marketing Communications; Marketing Channels; Advertising; Advertising Campaigns; Digital Marketing; Market Entry and Exit; Governing Rules, Regulations, and Reforms; Consumer Products Industry; Food and Beverage Industry; United States; Canada; North America
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  • January 2021 (Revised March 2021)
  • Exercise

E-Commerce Analytics for CPG Firms (A): Estimating Sales

By: Ayelet Israeli and Fedor (Ted) Lisitsyn
The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for... View Details
Keywords: Data Analysis; Data Analytics; CPG; Consumer Packaged Goods (CPG); Estimation; Online Channel; Retail Analytics; Retail; Retailing Industry; Data; Data Sharing; Bricks And Mortar; Ecommerce; Direct-to-consumer; DTC; Analytics and Data Science; Sales; Marketing; E-commerce; Retail Industry; Consumer Products Industry; United States
Related
  • 07 Jan 2025
  • Blog Post

Revolutionizing Wellness: Kate Twist (MBA 2008) Shapes the Future of Consumer Health Brands

$100mm to expand nationally, and has partnered with major retailers, developed products, launched campaigns, and digitized consumer experiences. With a passion for high-growth businesses and a commitment to helping underrepresented founders, Twist is re-imagining the... View Details
  • 07 Jul 2020
  • News

SmileDirectClub Looks Beyond Direct-to-Consumer Marketing

  • Research Summary

Moving Beyond Direct-to-Consumer

By: Leonard A. Schlesinger

Changing consumer behaviors have redefined what it means to be direct to consumer ("DTC"). What once began online a decade ago as a distribution and disintermediation strategy has since evolved into a multifaceted approach for the modern-day brand.

The... View Details

  • March 31, 2020
  • Article

Reinventing the Direct-to-Consumer Business Model

By: Len Schlesinger, Matt Higgins and Shaye Roseman
Over the past decade, a new breed of “direct-to-consumer” (DTC) startups, including Warby Parker and Casper, helped forge a new business model. But lately that business model is faltering as the advantages that early entrants enjoyed have evaporated. To retool, DTC... View Details
Keywords: Direct-to-consumer; Omnichannel; Business Model; Change; Strategy
Related
  • 12 Jan 2017
  • News

What Cancer Researchers Can Learn from Direct-to-Consumer Companies

  • 11 Sep 2021
  • News

Direct-To-Consumer Retailers Try to Bring Pizzazz to Dull Goods

  • July 2020 (Revised January 2021)
  • Case

Pattern Brands

By: Sunil Gupta, Elie Ofek and Julia Kelley
In March 2020, direct-to-consumer (DTC) company Pattern Brands needed to decide how to allocate resources across its different brands. Pattern Co-Founders Nick Ling and Emmett Shine hoped to avoid the pitfalls faced by some DTC companies—such as inability to scale and... View Details
Keywords: Direct-to-consumer; Brands and Branding; Marketing Channels; Marketing Strategy; Product Marketing; Product Launch; Product Positioning; Business Model; Business Startups; Growth and Development Strategy; Demand and Consumers; Business Strategy; Diversification; Competitive Advantage; Consumer Products Industry; Retail Industry; North and Central America; United States; New York (city, NY); New York (state, US)
Related
  • March 2019
  • Case

DayTwo: Going to Market with Gut Microbiome

By: Ayelet Israeli and David Lane
DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals. After a first year of trial rollout in... View Details
Keywords: Start-up Growth; Startup; Positioning; Targeting; Go To Market Strategy; B2B2C; B2B Vs. B2C; Health ＆ Wellness; AI; Machine Learning; Female Ceo; Female Protagonist; Science-based; Science And Technology Studies; Ecommerce; Applications; DTC; Direct To Consumer Marketing; US Health Care; ＂USA,＂; Innovation; Pricing; Business Growth; Segmentation; Distribution Channels; Growth and Development Strategy; Business Startups; Science-Based Business; Health; Innovation and Invention; Marketing; Information Technology; Business Growth and Maturation; E-commerce; Applications and Software; Health Industry; Technology Industry; Insurance Industry; Information Technology Industry; Food and Beverage Industry; Israel; United States
Related
  • February 2024
  • Module Note

Data-Driven Marketing in Retail Markets

By: Ayelet Israeli
This note describes an eight-class sessions module on data-driven marketing in retail markets. The module aims to familiarize students with core concepts of data-driven marketing in retail, including exploring the opportunities and challenges, adopting best practices,... View Details
Keywords: Data; Data Analytics; Retail; Retail Analytics; Data Science; Business Analytics; ＂Marketing Analytics＂; Omnichannel; Omnichannel Retailing; Omnichannel Retail; DTC; Direct To Consumer Marketing; Ethical Decision Making; Algorithmic Bias; Privacy; A/B Testing; Descriptive Analytics; Prescriptive Analytics; Predictive Analytics; Analytics and Data Science; E-commerce; Marketing Channels; Demand and Consumers; Marketing Strategy; Retail Industry
Related
  • November 2019 (Revised April 2020)
  • Case

Purple Innovation, Inc.: The Online to Offline Marketing Challenge

By: Elie Ofek and Nakisha Williams
This case focuses on Purple Innovation Inc. (Purple), a company that started out in the Direct to Consumer (DTC) mattress space. In late 2018, after a successful launch and IPO with sales predominantly originating from its website, Purple was looking to sustain its... View Details
Keywords: Offline Sales; Marketing Strategy; Digital Marketing; Growth and Development Strategy; Consumer Products Industry; Retail Industry
Related
  • Article

How Direct-to-Consumer Brands Can Continue to Grow

By: V. Kasturi Rangan, Daniel Corsten, Matt Higgins and Leonard A. Schlesinger
Direct-to-consumer (DTC) brands such as Allbirds, Casper, Peloton, and Warby Parker have creatively found a weakness in the marketing citadel of incumbent brands. By using data gleaned from daily interactions with customers, these brands have been able to adapt how... View Details
Keywords: Direct-to-consumer; Customer Journey; Business Model; Customer Relationship Management; Growth and Development Strategy
Related

    Ayelet Israeli

    Ayelet Israeli is the Marvin Bower Associate Professor of Business Administration at the Harvard Business School Marketing Unit. She is the co-founder of the Customer Intelligence Lab at the Digital Data Design (D^3) Institute at Harvard Business School. She teaches... View Details
    Keywords: retailing; e-commerce industry; internet; automotive
    • November 2020
    • Teaching Note

    DayTwo: Going to Market with Gut Microbiome

    By: Ayelet Israeli
    Teaching Note for HBS Case No. 519-010. DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals.... View Details
    Keywords: Start-up Growth; Startup; Positioning; Targeting; Go To Market Strategy; B2B Vs. B2C; B2B2C; Health ＆ Wellness; AI; Machine Learning; Female Ceo; Female Protagonist; Science-based; Science And Technology Studies; Ecommerce; Applications; DTC; Direct To Consumer Marketing; US Health Care; ＂USA,＂; Innovation; Pricing; Business Growth; Segmentation; Distribution Channels; Growth and Development Strategy; Business Startups; Science-Based Business; Health; Innovation and Invention; Marketing; Information Technology; Business Growth and Maturation; E-commerce; Applications and Software; Health Industry; Technology Industry; Insurance Industry; Information Technology Industry; Food and Beverage Industry; Israel; United States
    Related
    • May 2024
    • Teaching Note

    The Meteoric Rise of Skims

    By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger
    Teaching Note for HBS Case No. 524-023, "The Meteoric Rise of Skims." View Details
    Keywords: Brand; Branding; Direct-to-consumer; DTC; Influencers; Influencer Marketing; Fashion; Growth; Direct Marketing; Influence; Reputation; Social Influence; Consumer Goods; Consumer Products; Female Entrepreneur; Female Protagonist; Entrepreneurship And Strategy; Brand ＆ Product Management; Competitive Advantage; Online Followers; Retail; Retail Formats; Retailing; Online Retail; Celebrities; Celebrity; Celebrity Endorsement; Go To Market Strategy; Apparel; Startup Marketing; Startups; Brands and Branding; Growth and Development Strategy; Growth Management; Distribution Channels; Digital Marketing; Advertising; Power and Influence; Social Media; Fashion Industry; Apparel and Accessories Industry; Consumer Products Industry; United States
    Related
    • January 2020 (Revised March 2020)
    • Case

    LOLA: Do You Know What's in Your Tampon?

    By: Leonard A. Schlesinger and Aldo Sesia
    LOLA is a direct-to-consumer (DTC) business launched in 2015. What started as a company to provide women with organic and transparent material-labeled tampons via a subscription model, had, by 2019 evolved to include additional menstrual and sexual wellness products.... View Details
    Keywords: Direct-to-consumer; Channels; Disruption; Business Model; Brands and Branding; Internet and the Web; Strategy; Retail Industry; United States; Canada
    Related
    • 19 May 2015
    • First Look

    First Look: May 19

    retained its talent; and how Chinese private enterprise can go global. Purchase this case: https://cb.hbsp.harvard.edu/cbmp/product/415050-PDF-ENG Harvard Business School Case 515-032 American Well: The DTC Decision In late 2013,... View Details
    Keywords: Sean Silverthorne
    • 31 Aug 2020
    • Blog Post

    Five Important Steps before Taking the Entrepreneurial Leap

    Dia&Co as well as their private label business. At Hilma, Nina leverages her expertise launching innovative products in the DTC and retail space, her Harvard MBA, and personal experiences of being raised by two doctors. Nina... View Details