Paige Hope, Founder of Elan Pure, a non-toxic self tanner, shares her journey in launching her e-commerce brand with a background in the influencer technology space. Paige emphasized the importance of community and transparency, noting her brand's growth from 75 to 1,600 affiliates in a year. She discussed the challenges of finding the right manufacturer and the significance of owning the formula. Paige also detailed her retention strategies, including early access to new products, educational content, and intentional post-purchase communication to reduce customer doubt. She stressed the value of small initial orders and the importance of founder involvement in community building.
Episode Timestamps:
Transition to Personal Brand and Health Challenges 1:52
Paige discusses the acquisition of her company by Pattern, a global e-commerce accelerator.
She shares her personal motivation for starting her own brand, inspired by her sister's autoimmune disease and her own hormonal challenges.
Paige introduces her non-toxic self-tanner, highlighting the challenges of finding the right manufacturer.
She emphasizes the importance of transparency and community in her brand's mission.
Challenges in Manufacturing and Product Development 2:09
Mariah Parsons shares her background in neuroscience, focusing on toxins in beauty products.
Paige explains the difficulties of finding the right manufacturer for her non-toxic self-tanner.
She advises founders to own their formula and work directly with chemists to ensure quality and transparency.
Paige stresses the importance of understanding the fine print in manufacturing agreements and starting with small orders to avoid waste.
Building a Community and Early Adopters 2:26
Paige discusses the importance of community in her brand's success, starting with 75 affiliates and growing to 1600.
She emphasizes the value of early adopters and the importance of building a genuine community.
Paige shares her approach to retention, including engaging with customers and providing opportunities for feedback.
She highlights the launch of the Living Alana podcast to educate and engage the community.
Affiliate Program and Customer Retention Strategies 2:38
Paige outlines her framework for building an affiliate program, starting with three audience types and identifying relevant creators.
She explains the importance of being present on all social platforms and engaging with the community regularly.
Paige discusses the use of technology stacks like Pattern Creator to add value and maintain engagement.
She shares her approach to customer retention, including automations, educational emails, and offering discounts to encourage repeat purchases.
Customer Experience and Post-Purchase Communication 32:59
Paige emphasizes the importance of a positive post-purchase experience to reduce the "zone of doubt" for customers.
She describes her brand's approach to customer communication, providing educational content and timely updates.
Paige discusses the potential launch of a subscription model to further enhance customer retention.
She advises founders to bake in discounts and commissions to accommodate promotions and maintain customer satisfaction.
Influencer and Affiliate Engagement 33:11
Paige shares her philosophy on working with influencers and affiliates, emphasizing the importance of mutual benefit.
She discusses the potential of micro-influencers and the role of customer-generated content in building brand awareness.
Mariah Parsons highlights the importance of founder-facing content and being comfortable on camera.
Paige and Mariah agree on the value of transparency and authenticity in building a strong brand community.
