SellerForce® presents an eCommerce company that provides a simple, but undeniably useful household product for an issue that many customers find themselves facing at one point or another. This key SKU, an innovative silicone toilet brush, was the first within its market segment, and has flourished in a niche that offers very little competition. Their low number of SKUs and simple management structure provides an excellent foundation that, in the hands of the right buyer, can quickly set this brand on the path of becoming a household name.
The company’s products have performed exceedingly well among their customer base since their inception, with their Facebook page having a decently high page score and plenty of positive reviews. Customers are more than happy to praise the easy functionality and use of their purchase, and once the company is able to more regularly ship orders from the US- something that they are already in the process of achieving- there’s little doubt that their customer satisfaction rate will climb even further beyond.
One of the most important factors behind the company’s growth is the systems and strategies that the management has implemented, such as their advertising plan. They’ve relied heavily upon Facebook advertising for the past two years, and have generated enough engagement and customer feedback on their page that the platform naturally promotes them over their competition. Additionally, because their ads have been run for so long, the views, engagement, and comments that they’ve accumulated create a stronger sense of trust among potential customers than brands who may be newer to the platform.
Their products are sourced and shipped directly to consumers through their reliable agent and supplier. The company primarily dropships throughout the year to be more cost-effective. Throughout the busier months, however, such as Q4, they order their inventory in advance and store it via a 3PL in the US. This keeps shipping times low even during their most hectic seasons, strengthening customer satisfaction. During the Q4 of 2021, roughly 70% of their stock was in the US, with $10,000 to $30,000 of inventory held.
The business has a focus on customer satisfaction and happiness first and foremost, and prioritizes long-term planning over short-term efforts, which, as their success shows, has been a tactic that’s served them well.
Though the company’s toilet brush is by far their cornerstone product, and is sold in a one-product storefront, they also offer five upsells during the buying process and post-purchase. These products serve to improve the customers’ cleaning experience, and strengthen the company’s overall Average Order Value. These add-ons are great supplements to the main product, consisting of a wall hanger to hold the silicone brush, a multifunctional brush for windows and general bathroom cleaning, a toilet paper holder, cleaning cloths, and gloves.
They see very little seasonality in sales given the year-round use of their product, though business does peak from October through January.
The company generates most of their traffic through Facebook, with the rest coming from Google Ads. Facebook is used to identify and target the brand’s ideal demographic through their interests and behaviors, and is made more efficient through the use of broad targeting, manual bidding, and retargeting campaigns. The company then invests in any strategy that has proven to be successful, either raising the budget on a specific campaign, or duplicating it with a higher budget.
Their Google Ads serve to attract any customers who don’t purchase directly through Facebook, as if a potential buyer decides to research the brand through Google first, they will find the brand’s storefront on the first page of the search engine. The company also runs a SEO campaign to strengthen their organic traffic, using keywords and popular phrases to their advantage.
Their average consumer is a middle-aged woman between the ages of 35 and 65, and, as such, the brand has tailored their marketing strategy towards this specific demographic. These customers convert best for the product, and often leave reviews raving about how helpful it is for cleaning. The company’s Average Order Value has grown to a healthy $40 in part due to this strategy.
The owner spends around 6 hours per week running the brand, with their responsibilities consisting of the following:
• Sourcing ad creatives for Facebook advertising
• Managing Facebook and Google advertising accounts
• Speaking to the VA regarding customer inquiries
• Liaising with the agent and supplier regarding orders and inventory
The company also employs an independent contractor, who works as the customer service representative.
A savvy buyer would be exactly what this business needs to reach the eight-figure mark annually. The company requires little time or effort to run in its current state, and the seller is willing to be available throughout the buying process to help the new owner transition into their role.
Contact SellerForce if you’re interested in polishing this acquisition to a shine.
Listing ID: SF130
