TOMS shoes are nice and stylish, but we all know their earthy flair isn’t what made them so colossally popular. The give away a pair of shoes for every pair a customer buys. And to their customers, they give meaning.
How I’m Adding Meaning To My Leash
My original plan was to give 5% of profits to local animal shelters. This is good and I’m still planning to do this, however, that doesn’t seem to have the same one-to-one connection that TOMS shoes has. One Pair Purchased = One Pair Donated.
My wife and I have been meaning to do some volunteering at local shelters, and one of the ways you can volunteer is by talking the shelter dogs for walks. The dogs get much needed exercise and socialization to help them get adopted. I decided that this would be a great way to give the customer more value and more meaning.
One Leash = One Walk
I’ve decided that for every leash sold, we will volunteer to give a walk. In the early days of the business, this should be easy to do between my wife and I. The problem with this idea is that it isn’t as scalable as the TOMS shoes model.
I’m thinking we could utilize our network and do our best to keep up with the dog walks in the beginning. I think publicity for the local shelters could get them more walks than we could do personally. So there are some options for trying to scale this idea, but I’ll worry about that problem when we get to that point.
For now, bring on the walks. :)
If you know anybody that might be interested in buying a scrunchie leash (and giving a shelter dog a little exercise) please direct them to http://www.scrunchieleash.com