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Threadless Community Business Model

Threadless is a t-shirt company that uses a community-based approach to design and market its products. It motivates community participation through various incentives. Designers can submit designs for printing, with cash prizes for winning designs. Buyers can purchase a range of community-designed shirts. Bloggers and street team members can earn credits to be used for purchases. Core activities like product development, innovation, and marketing rely heavily on feedback and contributions from the engaged community.

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SuhanSarkar
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32 views14 pages

Threadless Community Business Model

Threadless is a t-shirt company that uses a community-based approach to design and market its products. It motivates community participation through various incentives. Designers can submit designs for printing, with cash prizes for winning designs. Buyers can purchase a range of community-designed shirts. Bloggers and street team members can earn credits to be used for purchases. Core activities like product development, innovation, and marketing rely heavily on feedback and contributions from the engaged community.

Uploaded by

SuhanSarkar
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Threadless:The business of Community

• Marketing Management II
– Anurag Deepak(008)
– Atreya Chakraborty(010)
– Nathan R K(032)
– Shruti Panwar(049)
– Suhan Sarkar(052)
Motivation for community members to
participate
• Buyer
– Buy from a range of new design
• Designer
– Practice design skills and get feedback on them
– $2000 cash for winning designer
– $500 in threadless gift certificate
– Winning designer got life membership in “Threadless Alumni Club”
– The designer and the company retain all rights to the design
• Blogger
– Discuss their life
– Critique others work
– Referto their own blog
Contd..
• Street Team
– Point based sytem by which credit was earned towards
future threadless purchase
– $15 credit for those whose picture featured in product
photo gallery
• Reward referral system
– $1.5 threadless credit for each t shirt purchased through
threadless link
• Design critique portal
– A way to get feedbacks on your work in progress
Offer to community members
• Product in 3 categories with a price range of $15-
$40
• Chance to be a part of virtual R&D team
• Get their pitures on threadless site
• Chance to give advice and feedback for
improvement to threadless in private forum
• Win gifts and credits
• Blog , critique and vote for favourite design
• Get your design printed on a t-shirt
Core activities in community based
approach
• Product development
– Taken care of by the designers visiting the site as they formed
the virtual R&D team
• Innovation
– Continually updated the site as per latest trend
• The design critique portal was introduce to address changing
customer habits
• Sales forecasting
– Keeping track of their sales and community members
• Marketing
– Word of mouth marketing
– Press coverage
Thank You

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