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How I'd Build @Saweetie A Billion-Dollar Empire
This is a real-world example of how I'd leverage @Saweetie's strong personal brand to create FOUR multimillion-dollar businesses that fill a void in the Beauty industry (with data, ofc).
(Go ahead and bookmark this one now.)
This is a real-world example of how I'd leverage @Saweetie's strong personal brand to create FOUR multimillion-dollar businesses that fill a void in the Beauty industry (with data, ofc).
(Go ahead and bookmark this one now.)
Marketing and endorsements help public figures like @Saweetie establish brand authority.
Brand authority refers to "the trust a brand has earned among customers, and the degree to which they see your brand as a subject-matter expert."
Brand authority refers to "the trust a brand has earned among customers, and the degree to which they see your brand as a subject-matter expert."
has built a massive, engaged online following and established brand authority in the beauty category.
She has surpassed the need for endorsement/licensing deals with brands like PLT or Fashion Nova. The way Saweetie becomes a billionaire: going DIRECT TO AUDIENCE.
She has surpassed the need for endorsement/licensing deals with brands like PLT or Fashion Nova. The way Saweetie becomes a billionaire: going DIRECT TO AUDIENCE.
Let's start with the numbers that make this a billion-dollar-sized opportunity for @Saweetie.
The market size – beauty and personal care department products generated sales valued at approximately 98 billion U.S. dollars in the United States in 2020. ( @StatistaCharts, 2020).
The market size – beauty and personal care department products generated sales valued at approximately 98 billion U.S. dollars in the United States in 2020. ( @StatistaCharts, 2020).
The market opportunity – Black women spend nearly nine times more than our non-Black counterparts on ethnic hair and beauty products. Black women alone spend billions on beauty annually ( @nielsen, 2019).
Now naturally, Saweetie's target audience is Black and multicultural Gen Z women.
I've compiled what marketers call an ideal customer profile for @Saweetie, which "defines the perfect customer for what your organization solves for."
Meet Jada.
I've compiled what marketers call an ideal customer profile for @Saweetie, which "defines the perfect customer for what your organization solves for."
Meet Jada.
Now, here's how @Saweetie can leverage this target audience to grow her BILLION-DOLLAR EMPIRE.
(Note: I'll also be doing this #HowIdBuildThis {inspo = @HowIBuiltThis) Twitter thread series for other celebrities. @Drake is next.)
(Note: I'll also be doing this #HowIdBuildThis {inspo = @HowIBuiltThis) Twitter thread series for other celebrities. @Drake is next.)
1) So many Black and multicultural women complain about finding a good stylist or salon. Imagine if we had our equivalent of @theDrybar – a national beauty chain with consistent booking, payments, and most importantly, level of service.
Enter Saweetie's Salon & Spa, a full-service salon chain specializing in beauty services desired by Black and multicultural women like lace wig application, acrylics, and glamorous lashes. SS&S would establish a presence in major cities like Oakland, Atlanta, and Houston.
2) There are more than 4,000 Sally's stores worldwide. Most beauty supply stores targeting Black and multicultural women are independently-owned and, thus, inconsistent. And historically, it has been difficult for Black women specifically to penetrate the beauty supply industry.
Enter Saweetie's Beauty Supply. Saweetie's Beauty Supply would be a beauty supply store chain that distributes products for Black and multicultural women.
Saweetie's would leverage a franchise model where beauty professionals can pay a franchise fee to tap into Saweetie's supply chain to own and operate Saweetie's Beauty Supply stores in their desired neighborhoods.
3) There are so many Black and multicultural women starting product businesses in the beauty industry from scratch (and selling the same product from Alibaba). Very few are going to be able to scale because there's so much competition.
It makes sense for @Saweetie to act as a wholesaler for Gen Z beauty entrepreneurs. Saweetie leverages her capital and access to identify quality cosmetic and hair distributors and to develop her own products and patents (e.g., edge control, bonnets).
Enter Saweetie Beauty.
Enter Saweetie Beauty.
Saweetie Beauty would have a multilevel marketing model like @MaryKay.
Saweetie Beauty would provide branded beauty products to an army of sellers that include beauty service providers, store owners, etc. Sellers (aka the BFs) would get a sizable % of all sales.
Saweetie Beauty would provide branded beauty products to an army of sellers that include beauty service providers, store owners, etc. Sellers (aka the BFs) would get a sizable % of all sales.
4) Black and multicultural women have shared beauty hacks across social media for more than a decade.
The problem: There's no central source to learn about nontraditional beauty services like applying a lace wig.
The problem: There's no central source to learn about nontraditional beauty services like applying a lace wig.
The bigger problem: There aren't many ways for Black and multicultural women to monetize their expertise.
Edtech combined with the direct-to-audience model is taking the creator world by storm. Imagine a platform where you can take a PREMIUM course on lace wigs or nail design.
Edtech combined with the direct-to-audience model is taking the creator world by storm. Imagine a platform where you can take a PREMIUM course on lace wigs or nail design.
Guru by Saweetie would be a premium e-learning platform where beauty experts can create and distribute online courses for beauty professionals and DIYers. The business model would be similar to @Teachable where Guru instructors pay a monthly fee to host and sell content.
These are four realistic ways @Saweetie can become a billionaire simply by leveraging ONE facet of her personal brand.
The secret = building a personal brand via marketing/endorsements (
) then sending the engaged audience directly to her owned-and-operated channels.
The secret = building a personal brand via marketing/endorsements (
) then sending the engaged audience directly to her owned-and-operated channels.
The attached graphic displays the power of going direct-to-audience.
Pay attention to what happens at the dotted line: Saweetie empowers her target audience to make money, too. THAT'S THE REAL GAME-CHANGER.
Pay attention to what happens at the dotted line: Saweetie empowers her target audience to make money, too. THAT'S THE REAL GAME-CHANGER.
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All graphics by me (Money PSD credit: PNG Tree).
https://www.getrevue.co/profile/intel
All graphics by me (Money PSD credit: PNG Tree).
