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Le Tote is a subscription-based fashion company for women who want to beef up their wardrobe without breaking the bank. It's kind of like Netflix for fashion, back when Netflix was shipping DVDs.
Here's how it works: Users sign up, tell their assigned stylist what they like to wear, and then are sent a box (tote) full of clothes. Wear what you like and send the items back when you’re done. You can do this an unlimited number of times each month.
The company has raised $27.5 million since launching in 2012, grew 500% year over year, and will be shipping over $100 million worth of garmets in 2016. But they had to start somewhere.
In this presentation, Le Tote co-founder Brett Northart explains how he went from the concept of Le Tote to the actual product. He starts with a detailed explanation of how he discovered product market fit. He also discusses how to find and play to your strengths, why the first few iterations should suck, the value of talking to your early customers, and how to iterate... and iterate and iterate.
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Hustle Con is a one-day startup conference where non-technical founders teach the specific strategies they used to grow their business. Check it out: hustlecon.com.
