Sales and Marketing Aren’t Aligned – but Their Problems Are

Sales and Marketing Aren’t Aligned – but Their Problems Are

- ‎فيpages
It’s understandable. People like getting mail. But the subscription box industry — those startups that periodically ship a “curated” collection of products to

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your doorstep — has become insane. Companies pop up almost every week, targeting every imaginable demographic, from stepmoms to rock collectors. Late in November, a company called OuiPlease ($150 for each monthly shipment) introduced a box that offers a “selection of the finest Parisian products,” such as cheap jewelry and chocolate.

There’s also HeavenSent ($32.50, monthly), which sends “beautiful Christian inspired” women’s tops, and Dive Bar Shirt Club ($22, monthly), offering T-shirts from “unusual” bars across America. Other treats you can receive on a monthly basis include sunglasses, sex toys and random things crafted in Michigan. At least 10 online companies offer “time

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of the month” boxes, stuffed with tampons, pads and various other goodies that cost as much as $33. A box of Playtex, by comparison, is about $6. DoggieLawn ($60 biweekly) provides shipments of real grass so your dog always has a place to go inside.

How did we arrive at box mania? In 2010 two Harvard Business School graduates founded Birchbox, which mails out $10 monthly packages of beauty samples. Those who like its mini bottles can buy full-size products through the birchbox.com store. “We were inspired by the idea that every woman would want a best friend who’s a beauty editor and is helping them curate the clutter,” Katia Beauchamp, one of the co-founders, said in 2011. Ten months in, Birchbox had 45,000 paying subscribers. Today, after raising almost $72 million in seed funding, it has more than 800,000 customers in the United States, Canada and Europe.

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