Highlighted by Puneet Sehgal
From The Evolution of DtC As Told Thru Ad Tech by Darren Herman
An entrepreneur who decides to make carbon fiber pencils can get their product up on an e-commerce platform (Shopify, BigCommerce, WorkArea), advertise it via bottom of funnel tactics like paid search and paid social (Kenshoo, Acquisio), launch a newsletter (MailChimp) and do this all within a weekend — for less than $5,000. And by the way, that $5,000 includes the initial media spend to which the company can test product-market fit and know whether carbon fiber pencils are a good idea.