Crazy Transformable Travel clothes Idea → $200k/Month

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Onto Today’s story….

Kristi Soomer wanted to pack lightly during travels, reusing the same garment in different styles and designs.

She started it as side-hustle and now makes $200k/month.

Here is how she did it.

The idea for Encircled was born in 2012 when Kristi was packing for a last-minute yoga retreat.

Her suitcase broke, forcing her to squeeze everything into a much smaller bag.

She realized two things: she was bringing way too many clothes, and none of her pieces were versatile meaning,

she couldn’t use the same garment differently like a reversible T-shirt with different designs, on both side with two different necklines.

Kristi began thinking about how she could create clothing that transformed in creative ways, while remaining high-quality and ethically made.

A circle scarf she had packed sparked inspiration,making her wonder what it would be like if it was made of better fabric,

and could convert into a cardigan and a dress.

When Kristi returned from the retreat, she started sketching out product ideas, and buying supplies to make her first sample.

She took illustration and sewing classes to teach herself the product design process.

Her first product was the Chrysalis Cardi - an 8-in-1 travel piece, with snaps that allowed it to transform into 8 different garment styles.

She started really small, making just the Chrysalis Cardi in one size, two colors and retailing it online,shipping from her apartment.

Kristi started Encircled while working full-time as a management consultant.

She says having a full-time, stable income while she started Encircled helped minimize stress.

She was able to save for when she was ready to quit her job, and she didn't have to worry as much about money, or take on early investors or debt unnecessarily.

In her job, she was never home - she traveled about 4-5 days a week every week.

When she was home,she used her time efficiently to work in the business, do customer service, ship orders and write emails.

She’d often take bags of orders with her to the airport, and drop them at the airport mailbox pre-flight!

Encircled was growing and she needed more money.

Using $20K from the sale of her car and another $15-20K from selling her condo,

she funded the launch of her website, product development, photoshoots,and her first production run.

In Encircled’s first full year, Kristi did $40,000 in sales.

But soon, order volume outpaced what she could handle while working another job.

She took the leap, quitting her consulting gig to focus on Encircled full-time.

She then created a true content marketing plan with a keen focus on growing her email list, creating engaging content on social and their blog,

and working with influencers/bloggers.

This placed Encircled on a path of growth.

She started a blog called "The Journal", and started posting travel-related advise and styling advise,

like how to pack items, and having a minimalist wardrobe.

She also started a newsletter and she offered a free guide called “Minimalist Wardrobe Workbook” for people who sign up.

Signups increased and sales increased too.

She says…

“Root your marketing plan in numbers.

Setting, and having clear, realistic goals combined with a focused marketing plan,

is what helped propel my business growth exponentially.”

They designed, and sewed all of their clothing in Toronto, Canada.

Slowly sales grew and now they are making $200k/Month.

Not bad for starting in an apartment.

Kristi says “Building a business requires a ‘test and learn’ mindset.”

7 reasons why they succeeded

1. idea from Personal Frustration

• While packing for a last-minute yoga retreat, Kristi's suitcase broke, forcing her to squeeze everything into a much smaller bag

• She realized she was packing too many clothes, which were lacking versatility like reversible or convertible pieces.

• Trying to fit her circle scarf - her only versatile piece - sparked the idea of designing travel clothing that could transform and convert into different styles.

2. Started as a side hustle

• Kristi started Encircled as a side hustle while working full time in consulting

• Her salary meant she could save up and not worry as much about money

• Working full-time while launching also minimized financial risk and stress

3. Used her own money

• Kristi put in her own money by selling her car and condo to raise $35-40K

• This gave her more control and autonomy

• She didn't want to take on unnecessary debt

4. Offered an enticing Lead-Magnet

• Kristi offered a free "Minimalist Wardrobe Workbook" guide in exchange for their email.

• This helped rapidly grow her newsletter list and customers.

5. Set specific measurable marketing goals

• Kristi believed in setting clear, realistic quantifiable goals

• This included tracking growth of email subscribers, website visits and revenue targets

• Hard numbers motivated her and helped her make good marketing tactics

6. Left her job at the right time

She waited till she was making consistent income

Once she was sure, she can support herself through her business, she quit her job.

7. Adopted a “test and learn” mindset.

Kristi tested selling one product first to verify there was demand.

She also tried small experiments with content marketing, blogging, influencers and seeing what drove conversions

Hope you liked the story and the tactics which made them successful.

Keep Zoooming!

Yours “Rooting for your success” Vijay Peduru