Dom Hodgson finished the first day of A4U off with his story of selling pick and mix online; an amusing tale of just doing it, rather than getting over cautious around having a business plan. For anyone who went to BrightonSEO in April 2012, then this talk would have been familiar.
Dom set up clicknmix.co.uk about a year ago, simply to sell sweets online. With the task of ‘making buying sweets actually fun’, he chose to go down a merchant route, rather than be an affiliate for two key reasons:
- He would own the inventory
- He could custom build the experience from the ground up.
Basically, being a merchant gave him far more control – the most important ingredient since he wanted to change people’s attitude towards buying sweets.
Rather than do much in the way of forecasting or a business plan, he built the site in two days and launched it over a weekend. Initial traffic was strong, but they experienced some problems:
- For all the traffic, no one converted in the first few hours. Dom soon realised they were in sandbox mode and people couldn’t check out. He switched this and gained 5 orders.
- People started complaining almost from the off – with ‘problems’ such as being confused about his squirrel mascot, and there not being enough selection (he had 17 varieties of sweets).