Volume 1,

#38: Selling Licensed Band Merchandise with David Jenyns from Planet 13

March 17, 2013

David Jenyns from Planet 13 join us to talk about selling the largest range of rock, punk, metal, and gothic merchandise online in Australia. Planet 13 has been in business since the early 2000s, and David brings a wealth of experience running offline and online operations of a business. David also runs Melbourne SEO Services, along with a string of other serial entrepreneurial ventures throughout his career.

Sign up for our SEO webinar this week 3/21/2013 Thursday on keyword research and analyzing the top 10 competitors in Google at www.buildmyonlinestore.com/seowebinar

Topics Discussed:

  • 04:00 – Offline retail and E-Commerce in the early 2000s
  • 08:30 – Advantages of being part of your target market
  • 10:00 – Getting into the mindset of your target market and creating an MVP
  • 14:30 – Combining offline and online customer development strategies
  • 16:00 – Using the search box as a demand tool
  • 19:00 – Crowd-funding, changes in the music industry, and merchandising
  • 24:00 – How to be observant on upcoming trends
  • 26:00 – How the licensing business model works
  • 27:30 – Scaling your business that offers a wholesale/drop-shipping model
  • 29:00 – Getting to the closest point of manufacturing when starting out
  • 33:00 – Ebay, Adwords, Offline advertisements, Organic SEO, and Facebook
  • 36:00 – SEO, long-tail keywords, and targeting more competitive key-phrases
  • 39:00 – Challenges of an early upstart and bootstrapped business
  • 42:00 – Focusing and not letting yourself get distracted with Entrepreneurial ADD
  • 45:00 – How boom and bust cycles in trends separate the men from boys
  • 47:30 – Minimum viable product and making sure the numbers work before scaling
  • 49:00 – Higher margin products and being able to make more mistakes
  • 50:00 – Finding your business skills and understanding the hurdles you must get past
  • 52:00 – Why “guru” advice may not work and taking ownership of your journey
  • 56:00 – Why you shouldn’t get caught in the website design details
  • 57:00 – Changing shopping carts and platforms – easy in, very difficult out
  • 59:00 – Don’t let online tools, apps, and products over-complicate things
  • 62:00 – Understanding cash flow, P&L, and managing finances through Xero
  • 65:00 – Don’t confuse tools and magic bullets for building a sustainable business
  • 66:00 – Documenting and recording everything you are doing to create processes


Mentions in the Episode:

Episode Length: 70:13


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