Juulskins.com

97% profit margin; enough said

In mid-2016 a product called Juul took the American Nicotine market by storm. With growing popularity I knew there was an opportunity to capitalize on the trend while it was still young. I set about creating an accessory for Juuls that could be sold online to every Juul owner in America. The product I finally arrived on was cheap enough to manufacture thousands, lightweight enough to bring my shipment cost down to just a postage stamp + envelope, and desirable enough to take Instagram ads by storm.

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Project:

Juulskins.com

Position:

Founder/CEO

Discipline:

CPG (Consumer Packaged Good)

Duration:

August 2016 - July 2017

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Results:

The final result: Juulskins.com. My profit margin before taxes was 97.2% based on a total COGS (5¢ JuulSkin
+ 20¢ stamp + 4¢ envelop + 3¢ overhead) of 32¢/unit & per unit revenue of $11.49. I learned a great deal during the
course of running Juulskins; primarily finding & creating value outside of your physical product. After selling
thousands of skins online I decided it was time to shut the doors on the Juulskins operation. With a personal
Nicotine allergy, I never understood the addictive nature of the substance. However, when news started to surface
regarding the effects of Juul, I felt a moral obligation to shut the site down. Juulskins.com had become bigger than I
ever hoped and I wanted to make sure I was not contributing to any person's addiction; so, I called GoDaddy to
relinquish the domain from my account. The next day I revisited the GoDaddy site to ensure the domain was out of
my account for good & that is when I learned a lesson I will never forget. The domain was for sale for $40,000! I had
driven so much daily traffic to the site and Juul had become so much more popular during my venture that
juulskins.com had become an exclusive GoDaddy featured domain. It ended up selling later that same day & I
forever learned the lesson that there is more value in a business rather than just the product or service you sell.
That’s something I will never forget.

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