About the business
Tell us a little about yourself. What’s your background? How did you start the business?
I created doudouneland.fr in October 2019 in order to offer French-speaking customers a large selection of quality down jackets.
The site quickly found its target and is growing quickly without any advertising, which gives a lot of satisfaction.
As an eCommerce business, where are your products made?
Down jackets are mainly made in Asia.
What can you tell us about your Customer Lifetime Value (CLV) and Customer Acquisition Cost (CAC)
8% of our customers become repeat customers in 2021. This figure is up 12% from 2020, demonstrating the growing appeal of our brand. The lifetime value is 109 euros.
Regarding customer acquisition, we do not advertise and we do not use social networks or e-mail, with the exception of follow-up e-mails concerning abandoned carts.
How have you marketed the product and where are your customers originating from?
Most of our products are labeled with our brand: doudouneland.
Our logo appears on the textile label and also on a custom hang tag attached to the jacket with a thread. The transparent packaging bag is also branded with our logo.
96% of our customers are French. 4% of our customers are located in Belgium, Switzerland, and Luxembourg.
Is the asset on your listing owner-operated, how much time does it take to run the business, who else is needed on the team, and what is automated?
I work alone for half an hour or an hour a day.
Order processing is fully automated. In a single payment by credit card on a secure site, I pay for all purchases of goods that correspond to the orders of the day. It only takes a minute or two a day. As soon as payment is made, orders are processed by our suppliers and shipped directly to our customers.
I also select new products to put online. In 2021, I put 16 new products online, but I could have done a lot more.
What does someone need to do to continue operating the business in its current form?
To continue to operate the site on its current basis requires responding to customer emails. That’s two to three emails a day.
Growing the business
Can you list a few opportunities for a potential new owner to continue growing the business?
- Release more new products, strengthen the Men’s collection
- Create an Instagram account and develop social networks
- Create email marketing campaigns
- Create paid net linking campaigns
- Create paid advertising campaigns
What has been the evolution of this asset since its launch?
Depuis 2020, le site se développe sans aucune publicité, uniquement avec le SEO.
En 2021 :
Le chiffre d’affaires a progressé de 114 %.
Les visites ont progressé de 109 %.
Le nombre de commandes a progressé de 130 %.
Le taux de conversion a progressé de 9%.
Le panier moyen a progressé de 9 %.
Le pourcentage de clients récurrents a progressé de 12%
How does this business make money? What are the current revenue streams?
Since 2020, visits and turnover are generated solely with SEO. No paid advertising, no paid net linking, and no action on social networks.
What marketing channels are most profitable for the business?
Automatic reminders of abandoned carts by e-mail are very effective: 34% of abandoned carts are recovered.
How does the business currently acquire customers and what is your breakdown for marketing costs?
In 2021 the marketing budget is non-existent.
How big is your current team? How many people does it take to run this business?
What’s the reason for selling your business on Flippa?
A desire for change.