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Summary

The speaker shares how he plans, designs, manufactures, and markets products as a YouTuber, using a planner he created as an example. He walks through the full process including selecting the product idea, developing the branding and packaging, sourcing manufacturing, setting up sales channels, marketing, providing customer service, and analyzing data. He emphasizes the importance of autonomy, pursuing your interests, and not being afraid to try new things in order to grow.

Takeaways

• 😊 He shares his product planning and marketing process in detail, from concept to customer service
• 👔 His goal was to build a sustainable income source through e-commerce, after quitting his job
• 📝 He chose to make a planner as his first product, as it was in a category he was very familiar with
• ✏️ The product concept focused on personal growth, targeted at goal-oriented professionals and students
• 🎨 Great attention was paid to custom branding, packaging and web design
• 📹 Marketing relied heavily on YouTube content about the product journey
• 💰 Pricing was strategically set at 24,000 won
• 🙌 He handled all customer service personally at first
• ✅ The planner sold very well, nearly selling out initial inventory
• ❌ Extremely low return rates showed high customer satisfaction

Q & A

What was the main motivation for Son to start his own e-commerce business?

Son's main motivation was to achieve financial stability and survival after quitting his job to focus on YouTube full-time. He decided e-commerce would provide a sustainable revenue pipeline.

What were the 3 approaches Son identified for YouTubers to enter e-commerce?

The 3 approaches were: 1) Group Purchasing 2) Collaboration with brands 3) Self-production of own brands

Why did Son choose to create his own brand?

Son chose to create his own brand because it gave him full autonomy and responsibility. He also had a lifelong dream of creating his own products and brands.

What was the concept behind Son's planner product?

The concept behind Son's planner was "growth". He wanted to target people with a desire for growth and self-improvement.

How did Son market the planners while maintaining his profit margin target?

Son strictly avoided paid advertising. Instead he focused on creating high-quality YouTube content to organically reach his target audience. This allowed him to meet his 30% profit margin goal.

Why did Son insist on managing customer service calls himself initially?

Son wanted to personally hear customer feedback, complaints and suggestions so he could improve the product and purchase experience. After launch he realized inbound call volume was lower than expected thanks to his detailed product documentation.

What was the return rate for the 4,000+ planners sold?

The return rate was extremely low, around 0.25%. Son believes this was because purchases came from his loyal YouTube audience who already knew the product story.

What unusual approaches did Son take for branding and marketing?

Rather than using a typical modern web design, Son hand-coded the product website himself. He also created an original webtoon-style product page explaining the planners.

What was Son's biggest takeaway from the experience?

Son's biggest takeaway was the importance of actually trying ambitious new things instead of just dreaming about them. Pushing boundaries is how we grow.

What unusual product is Son working on next?

Son's next product launch aims to create an unusual world map that represents his childhood dream of global travel and adventure.