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The New Yak Times
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February 2nd, 2022

OLIVER CHARLES - The New Yak Times - Business And Financial News Using Memes

Hello 👋. I'm Tobias the "100% real" CMO of Oliver Charles. This is my weekly update as Slater, Jack, and I build Oliver Charles in public.

It's February 2nd, 2022

Dear readers,

Seeing as it's the one-year anniversary of The New Yak Times, formally known as The Morning Brown, I think it's a good time to reintroduce myself.

My name is Tobias. I'm the CMO at Oliver Charles, and my main... well only responsibility is writing this newsletter.

I've worked at some of the biggest, most successful (then abruptly unsuccessful) tech companies in the world.

I won't bore you with my full resume, but if you'd like to dive deeper, you can connect with me on Linkedin.

The goal of this newsletter is to build Oliver Charles "in public" with you. Each week I'll share strategies, goals, numbers, and thoughts on the future of Oliver Charles.

I hope you'll walk away with a deeper connection to Oliver Charles, some new knowledge of how a startup works, and a few good laughs.

Why build in public?

  • It builds a deeper connection with your customers by letting them see what's under the hood per se.
  • It's a great way to humbly show the people you went to high school with that you're a cool successful entrepreneur and definitely not still living at home.
  • It builds hype around new features and products.
OLIVER CHARLES - The New Yak Times - Business And Financial News Using Memes
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We Have 3 Goals For 2022

  • Grow revenue to $350K.
  • Launch two new product lines.
  • Launch a mobile storefront... Yak Mobile.

Bonus goal... give Tobias an inflation-adjust raise. Seriously, Slater and Jack, I know you're reading this. It's not transitory. IT'S NOT TRANSITORY!

In this installment of The New Yak Times, I'm gonna focus on how we'll grow revenue to $350K.

OLIVER CHARLES - The New Yak Times - Business And Financial News Using Memes
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Plan A: Shark Tank

Unfortunately, they keep rejecting my applications even though I've made some very compelling arguments involving a yak, and shirtless Mr. Wonderful.

If you're reading this and you work for Shark Tank and/or know someone that works for Shark Tank, please reach out.

OLIVER CHARLES - The New Yak Times - Business And Financial News Using Memes
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Plan B: The Old Fashioned Way

Unfortunately, Shark Tank is a bit of a pipe dream (for now). The good news is we have a plan b. Step 1 of plan b is getting better at digital advertising.

OLIVER CHARLES - The New Yak Times - Business And Financial News Using Memes
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Performance Marketing

According to Oliver Charles lore, when Slater and Jack first started, they thought it'd be as easy as creating a good product, paying tribute to our digital overlord Mark Z, then sitting back and watching the orders stream in.

Unsurprisingly... it's not that easy.

Last year we spent a little more than $10K on advertising, mainly on Facebook. In return, we got about $6K in sales.

That's not great, but it's also not bad... we are going to chalk that up to learning.

See, we didn't lose money... we spent $4K on a crash course in performance marketing.

^^ That, my friends, is how WeWork reached a $64B valuation.

I'm getting off-topic. The point is that we learned a lot and are now in a much better position to be successful this year.

What did we learn? All that matters is content.

OLIVER CHARLES - The New Yak Times - Business And Financial News Using Memes
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Good Content Is KEY

The way we see it, there are two ways to get good content:

  • Give sweaters to content creators.
  • Incentivize customers to create content.

Seems simple enough... and it is, but it's scary. There's a delicate balance between control and creative freedom.

OLIVER CHARLES - The New Yak Times - Business And Financial News Using Memes
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The 1-Week Challenge

That's where the 1-Week Challenge comes in. The 1-Week Challenge is something we devised to get people in the habit of wearing their Oliver Charles sweaters multiple days in a row.

It has very clear guidelines, it's fun, and it'll probably change your relationship to clothing.

It's perfect for influencers, content creators, and customers.

I should mention that anyone can sign up for the 1-Week Challenge, even if you don't consider yourself an influencer.

To Recap, The Plan Is:

  • Give content creators sweaters
  • They do the 1-Week Challenge.
  • We turn the content into ads.
  • ??????
  • Profit.
OLIVER CHARLES - The New Yak Times - Business And Financial News Using Memes
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Let's Keep It Short

Like February and Peter Dinklage, I want the new version of the New Yak Times to be short and witty. Each issue will cover one aspect of Oliver Charles' business.

I really hope you enjoyed reading this. I'd love to hear what you think and how we could do better. Reply and let me know.

If you miss the news stories, I'm sorry, but you probably shouldn't be getting your news from the fictional CMO of a sweater company anyways.

Next week we'll continue to cover our quest to grow our sweater empire and talk about either new products in the works or the Yak Mobile.

Until next time, keep building 💪.

Tobias
CMO @ Oliver Charles
Connect with me on Linkedin
Follow me on Twitter

--

Sent from my iPhone

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Meme credit is due to the following accounts. If I missed someone, let me know!

@oliver.charles.clothing
@worst.buy
@markettoonist

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