Today, let’s delve into a case study featuring Tyson Walters, a notable figure in the e-commerce realm of Shed Defender.

Over the past years, Tyson Walters has made a mark in the e-commerce landscape, particularly in the niche of selling dog onesies. With over 30,000 units sold and a cumulative revenue surpassing $1.7 million USD, Tyson’s brand, Shed Defender, stands out in the market. Surprisingly, he’s achieved this feat with just a team of three, including himself.

Let’s take a closer look at his profile and the milestones he’s achieved:

Name: Tyson Walters

Website Brand: Shed Defender

Employees: 2

Monthly Revenue: $70,000 USD

Website: www.sheddefender.com

Now, let me share my analysis of this case study from a first-person perspective.

1. Introduction to My Core Business

I’m Tyson Walters, the founder of the Shed Defender brand.

Our journey began formally in October 2016, but the idea had been brewing in my mind for about six years prior. It took several years of fabric testing and design experimentation to reach where we are today.

Our flagship product, the Shed Defender, is a versatile pet bodysuit that effectively controls pet hair shedding and dander, while also providing comfort and alleviating pet anxiety.

We offer nine sizes to accommodate dogs ranging from 5 pounds to approximately 200 pounds. To date, we’ve sold over 30,000 units, generating over $1.7 million in sales.

As we venture into the new year, we anticipate continued business growth and have some exciting new products in the pipeline.

2. Genesis of the Idea

The genesis of this idea traces back to 2011 when I had a heavily shedding Saint Bernard named Harley at home.

No matter where we went, whether in the car or at home, her hair was everywhere. It became a nuisance whenever we visited friends and family, leaving a trail of hair wherever Harley went.

Existing anti-shedding products in the market, like car seat covers and sofa covers, felt restrictive and uncomfortable for Harley. Seeing no effective solutions, I decided to create something new.

My initial idea was to design a suit for dogs that could collect hair and dander. The prototype was initially sewn by my mother and underwent several rounds of improvements. After hiring a professional seamstress, we tailored a suit that suited Harley perfectly.

Harley wearing the prototype attracted much attention, with many inquiring where to purchase such a product for their pets. The positive feedback I received over several months highlighted a clear market demand, prompting me to turn this idea into a business.

I extensively tested these samples on dogs of various sizes in different settings, from animal shelters to dog parks. After achieving satisfaction with the fabric, design, and sizing, I borrowed some money and launched a website.

Initially, progress was slow, but one day, an advertisement I posted on Facebook caught the attention of The Dodo, an animal news website. The resulting video went viral overnight, leading to inquiries from national and international media outlets.

This whirlwind experience brought excitement but also a daunting amount of work to fulfill the demands of thousands of customers.

3. The Production Journey of the First Product

The production journey began with sourcing suitable fabric, necessitating elasticity, comfort, breathability, and durability. After thorough research and sampling, I discovered a sports mesh fabric made from recycled plastic bottles, which met all the necessary criteria.

This fabric proved lightweight, breathable, and durable, capable of withstanding the daily activities of dogs. With the fabric finalized, I focused on refining the design, experimenting with various versions.

I explored options like Velcro, snaps, and different fabrics before settling on a design that surpassed existing products in durability, versatility, comfort, and effectiveness.

Initially, a seamstress could produce only 1-2 custom Shed Defenders per day. However, with the surge in demand, I realized the need to collaborate with a manufacturer to handle the increasing number of orders.

After thorough inquiries and recommendations, I found a reliable contact in San Francisco willing to collaborate.

4. The Entrepreneurial Journey

I created my first website using Squarespace, initially intending to sell a few Shed Defenders as a hobby. Without a manufacturer yet, I engaged a local seamstress who could produce a few units per day, all made-to-order.

Investing a small amount in Facebook advertising, I witnessed a surge in demand, further amplified by The Dodo’s video. Media coverage skyrocketed overnight, along with a flood of orders, making it clear that relying solely on my seamstress was untenable.

While it was heartening to see such demand for my product, it was also daunting, as I was navigating uncharted waters. I immediately sought local manufacturers’ services and was fortunate to find one in San Francisco, a two-hour drive from my home.

Although production commenced, it took several months to fulfill the first batch of Shed Defenders. Consequently, early customers had to wait longer than expected to receive their orders.

To ensure customer satisfaction, I sent sincere emails, explaining the situation and providing regular updates. Most customers were understanding when approached with honesty and transparency.

Upon shipping the first few thousand Shed Defenders, my parents and I personally packaged and shipped them from their kitchen table. It was then that I realized it was time to fully commit to the business.

Borrowing some money from family, I began stocking inventory and invested in marketing efforts. The initial two years were a steep learning curve, with numerous ups and downs, but I have no regrets!

5. Customer Acquisition Strategies

Facebook Advertising

Facebook ads have been our go-to platform, offering an accessible solution for startups. With budgets as low as $20 or $50, we could kickstart campaigns, and the ad management platform is user-friendly.

Starting with minimal daily budgets, we gradually increased spending as we saw positive returns and sales growth. Experimenting with audience targeting, ad copy, and design has been instrumental in our success.

Amazon

Amazon serves as another vital sales channel for us, offering an advertising platform suitable for various budgets. While initially challenging, we hired an agency to assist in setting up and running our store.

After a year of internal operations, we opted to outsource to a third party, maintaining control over pricing and quality. With Amazon’s vast customer base, it’s a platform worth exploring for any business.

6. Future Plans and Lessons Learned

We’re currently profitable, achieving a 65% year-over-year revenue growth last year. Our gross profit nearly doubled, thanks to bulk production, providing better profit margins.

Starting from 2019, we plan to expand our product line, strengthen brand presence, and diversify sales channels. While reflecting on our entrepreneurial journey, the importance of due diligence stands out.

We’ve made various mistakes along the way but persisted in moving forward. My biggest advice is to conduct thorough research, as things that sound too good to be true often are.

For instance, we once received a batch of defective products that couldn’t be sold. This setback almost derailed our business, emphasizing the need for careful supplier vetting.

Early on, we also fell victim to overhyped marketing promises, resulting in excess inventory. Therefore, my advice to budding entrepreneurs is simple: refrain from overstocking unless confident in your sales projections.

7. Tools Utilized

We leverage Shopify, Shipstation, and DearSystems as our e-commerce, shipping, and inventory platforms, respectively. Shopify’s user-friendliness and integrations make it an ideal choice for startups.

Yotpo serves as our customer review system, providing invaluable insights for product improvements and identifying new use cases.

8. Advice for Entrepreneurs

Read “The 4-Hour Workweek“

If you’re unable to find answers or unsure where to start, seek guidance from someone smarter than you.

Reiterating, if something sounds too good to be true, it probably is! Conduct due diligence to avoid costly mistakes.

For instance, we were persuaded to use cheaper zippers initially, leading to extensive replacements due to defects. Similarly, partnering with a television shopping ad company proved disastrous, as their promises far exceeded their capabilities.

In conclusion, entrepreneurship is a journey filled with challenges and opportunities for growth. Embrace the journey, learn from mistakes, and persist in pursuit of your vision.

Wrapping up

We at ShopShipShake have been working with businesses like yours with fulfilling experiences. We offer one-stop services, including an efficient supply chain, over 10 thousand of China’s suppliers, over 1,000,000 SKU and more. With a successful track record of over 100,000 clients, we are sure to deliver your orders requirements.

If you aspire to emulate Tyson Walters’ success in South Africa, Shopshipshake offers robust supply chain support. Direct sourcing from Chinese factories reveals procurement costs only a fraction of Shed Defender’s selling price. Moreover, the compact and lightweight nature of the products facilitates cost-effective air shipping. With dropshipping, products can reach your South African customers within 10-15 days from China, yielding profit margins as high as 70%! Link for Product

Let’s get in touch to build, sustain, and grow your businesses! If you would like to know more details about us, please contact us:  blog.shopshipshake.com. If you are interested in cooperating with us. Please register on: https://shop.shopshipshake.com/register/business

This article is originally written by Shopshipshake.