Clout Goggles are a fashion accessory item. They are sunglasses that have become popular due to many prominent artists wearing them over the last year or so. Originally the style was know as "Kurt Cobain sunglasses" up until about June/July of 2017 when the term "clout goggles" for them went viral. This webstore was launched in late July 2017 and from then until now it has done about $6000 in sales. Most of the traffic recently has been completely organic through instagram and various search engines.
***I would like to note the total revenue for this store is $5969 (as of 1/24/2017). Shopify has listed the revenue as $2625 but they are not including another $3,263 in sales that have come from using the "Ultimate Special Offers" App (I sell these sunglasses 1 for $25 or a special offer of 2 for $35, and 3 for $45 and most buyers use these offers). I don't know why they're not including the special offer sales in my total revenue. (I've added a screen of my analytics to verify)
Financials and traffic
The sunglasses cost me about $0.50 or so a piece. Shipping is about $2.66. If a buyer buys one sunglasses that leaves a profit of just over $21. The reason I do the special offers is because it essentially costs the same to ship one pair of sunglasses as four pairs. So if a buyer buys 2 sunglasses the profit on that sale is about $31 ( $2.66 shipping minus 2 x $0.50 sunglasses). If they buy three it's $41. The average order value per customer is around $30 or so.
Average overall profit margin
Average number of sales/month
Value of inventory
Total revenue for last 9 months
Total traffic for last 9 months
Revenue includes sales until the end of last month and is calculated from Exchange’s eligible payment providers. Total traffic comes from all data available to Shopify.
I used to spend money on facebook and instagram ads until about October 2017. From there the traffic has been organic. I think I've spent around $1000 or so in facebook ads from August to October, I got a positive return but I was doing it myself and I'm a bit new to facebook ads so I wasn't sure if I should spend anymore and just went organic from there.
I've made a decent amount of sales during a period where sunglasses are not as in demand (winter). I want to sell now to give the buyer time to make whatever changes they feel necessary while it's still winter so they can maximize their revenue in the spring once the season for sunglasses comes back. I would also like to mention sales of this product have been pretty global. I only sell to North America but have had inquiries from Poland, Egypt, U.K, Australia,, etc.
How can the future owner improve the business?
Add a logo and maybe improve the look of the store. Advertise via facebook, instagram. Possibly come up with some viral content regarding the store'e audience, I would definitely share some ideas I had in mind. I've also gotten a sale through pinterest and have had some pins on there. I have no idea how to use that platform and have never done anything on it but upload my product photos, that could be a social channel that could be explored more. Also the sunglasses are cool enough that you can send them to instagram influencers in exchange for a free shoutout. I did that with one influencer who had about 56,000 followers. She then wore then and tagged my account in the photo. I do believe one or more of her followers did go on to buy. I don't really have any tracking software to verify this but based on what they bought and when they bought it I could tell it probably came from her followers.
What work have you put into the store?
I built up the instagram to about 900 followers with a decent engagement. I've written a few blog posts. I've also got a facebook page that have had a few posts go viral (with the help of paid post boosts). There's one post that has had about 3,000 likes and 1,000 shares. Another with 1,000 likes and about 900 shares.