Here’s a breakdown of Lukasz’ store: Kitchen Platform.
Watch the video below:
Some friends will compliment your worst outfit … so they get to the party on time.
Other friends will say it looks too “shabby” … just so they look better than you.
Your real friends though: they are the ones who tell you the straight truth.
That’s why Lukasz, a loyal subscriber of ours, called on us to give him a no B.S review on his store.
This is exactly what we did. We dug deep and rooted the good, bad and ugly of his recently built store: Kitchen Platform.
Although Lukasz was having some success with his store (1 sale), he was tired of the inconsistency and wanted to know how to take his store to day-job-quitting income level.
After painstakingly reviewing his store, we found three major points we knew was holding him back from real success:
- The choice of products
- The advertising strategy
- The store design and branding
In this post we’ll explain each aspect in detail, along with some valuable tips to take away and use in your own store.
Let’s get started.
Aspect #1: Choosing the right products for your store
Here’s a quick breakdown of Lukasz’ store.
NAME: Kitchen Platform
ABOUT: Sells kitchen gadgets that are like “kitchen hacks” designed to make cooking easier and faster.
NUMBER OF PRODUCTS: 24
SUCCESS: 1 Sale
Lukasz’ first big win was adding a total of 24 products to his store.
This surpasses our recommended 20 and easily shows up most stores that tend to only have 5-10 products.
Having a lot of products makes your store feel REAL – how many online stores do you find that love to rotate their only 5 products around each category? Having variety is a big deal in showing customers you care by offering the as much range possible.
As much as the range is important, you need to nail the right type of products – an area Lukasz’ failed to hit first time. Admittedly, the kitchen niche is one polluted with several tiny inventions, that can often be a trap for the seller.
This is generally for 3 reasons.
Reason #1: It’s cheap junk that solves fake problems
Lucas, we’re going to be honest with you. That anti-soup funnel you’re selling? It’s a cheap piece of junk that solves a fake problem that almost no one has.
There are 2 main types of products that sell well. The first is a product that fixes a problem that someone is having. It gets rid of a pain point.
The second type of product is basically a luxury good: instead of fixing a problem, it just adds an additional bonus to someone’s life.
For example, this cute mug that turns your face into a cat is not going to solve problems for most people: most people don’t have a problem in their life that this mug solves.
But people buy it because it makes their life a bit more fun. It’s a luxury good. You don’t NEED it, but it’s nice to have.
Luxury goods sell well – but the truth is, products that solve problems sell even better. Pain is arguably the biggest motivator for most people.
And so, therefore the Kitchen Gadget niche can be so appealing. On the surface, it appears these little gadgets are actually fixing problems, right? But the creators behind these gadgets often invent or create “fake problems” that very few people have as an excuse to sell a product to merchants.
That anti-spill soup funnel is exactly one of those fake problems. Everyone’s spilt soup once or twice, but never to the point where they need to buy a piece of plastic to solve the problem though.
Most people have bought at least 1 useless item like this in their lives, and they quickly learn that all it does is fill their kitchen with junk. And they vow to never buy them again.
To really know whether a product solves a real problem or not, use Amazon.
For example: You can see that these soup funnels listed here don’t even have reviews – which means no one is bothering to buy them. EVEN on Amazon.
Instead, focus on finding kitchen gadgets that do solve problems – like this vegetable slicer aid.
Reason #2: There is no niche to target your Facebook ads to
A lot of the products in this niche are by nature quite generic. They might solve a problem, but it’s difficult to narrow down your market with Facebook targeting.
A prime example would be the novelty microwave cleaner. If you were promoting this on Facebook: Who would you target this to?
Seriously – where is the fan club for angry, cheap looking dolls? I’ll take this point back if someone can find me one…but I doubt that will happen.
In fact, you know it’s bad when a massive YouTuber with nearly 5 million subscribers attempted to sell it and failed.
Yes, YouTuber Cloe Couture attempted to promote this.
Not only did it fail, but just by reading the comments on the video, you can see that this product also suffers from the first problem of being a useless piece of junk.
“A bowl of lemon works better.”
“You can do the same with a sponge.”
I saw this thing and thought why would I buy this?
The best advice? Find something that’s already proven to have a high demand in your niche. Translation: SELL AN AVOCADO SLICER!
Not only does this gadget take advantage of the massive ongoing avocado craze that seems to have no end, but it’s genuinely really helpful.
Switching back to Amazon we can do a search for products like this. And as you can see there is a really popular tool just like this, the OXO Avocado Slicer.
It’s products like these that can be the life blood of your store. Especially if you create a great ad, which, in most cases with kitchen gadgets – require more than just an image with a white background (we’ll touch on this later).
Reason #3: They are easily available in local stores
Who would wait two weeks and spend $10 on something they can get for $2 at the local convenience?
That’s why this pineapple corer you have here? You can find this in every supermarket.
And I. Mean. Every. Single. One.
When selecting products for your store, it’s useful that you follow another one of our holy grails we teach on here at WT: Only sell products people have never seen or knew ever existed.
This is mainly for two reasons. 1) since nobody’s seen it, they can’t compare its price to competitors and 2) because of this, the item appears rare and exclusive.
When you have power over these two things – price comparison and perceived quality – you’re able to leverage the price you’d like people to pay for your item.
Besides, products that have a “WOW” factor aren’t hard to find. For example, this camera lens:
(By the way: It’s a coffee mug.)
I bet I got you there?
These are the kind of products you want to sell – not spatulas and pan sets. REMEMBER: The key is to look for unique, quirky items that people can’t just find at their local malls easily and cheaply. You need to look for things they are unlikely to have seen before.
Another point to add is while novelty items are the ideal, it won’t matter how exciting or novel it is unless you nail the pricing (and profit). Which brings us onto our next aspect.
Aspect #2: Your strategy when advertising products on Facebook
Next, we took a closer look at Lukasz’ pricing strategy.
It’s a rule of thumb at WT to use the 3x strategy on all the items you sell. This is when you price items for at least 3 times the price you paid for it, and that includes shipping – with it ideally being priced closer to 4 times the price.
The 3x strategy gives you reasonable profit margins of between 30-15% per sale after you account for your expenses.
So, let’s say you bought this mug for $2 and shipping was $1. That would be $3. In that case, I’d usually recommend your minimum selling price be $9.
The reason for this is that for most winning items, about half of the revenue from the sale usually goes towards the cost to acquire the sale (the Facebook ad).
Half of our $9 revenue from the sale of it goes towards Facebook ads – that leaves us with $4.50. The cost to buy and ship the mug is $3, leaving us with a profit of $1.50.
If we priced our mug too low, then we wouldn’t have enough of a margin to still make a profit after paying for both Facebook advertising costs, and the mug itself.
Did it work with your product? Let’s run a test.
This $6 veg slicer costs $0.91 on Aliexpress. You add on ePacket shipping (an extra $1.84), and you get a total cost of $2.75.
Assuming ad spend is half the price, you’re left with $3 ($6 – $3 = $3). Deduct the actual cost from Aliexpress and you have your profit: $0.25.
It’s easy to assume you’ll get a nice profit from this item, but when you run the actual numbers, you realise you’re selling this at a heavy cost. Going through each product and calculating how much profit you “take home” gives you a better control over pricing and saves you making worthless profits like this.
More often than not, people aren’t as smart as you think. What seems like an ordinary knife sharpener might be easily mistaken for a Star Trek prop to a viewer.
That’s why video ads work best with kitchen gadgets. Instead of plopping the image in front of a white background – demonstrate how to use it! A video ad will obviously require more work, but it’s well worth the effort. Here’s a 1-minute demonstration (min 2:25):
You don’t have to reinvent the wheel. A great video ad can be easily found and emulated by researching ads that have already performed well for the product you want to promote. I did a search for avocado slicers on Facebook and see how many came up:
A video of these items in action is the difference between viewers going from “What the hell is that thing?” to “SHUT UP AND TAKE MY MONEY!”
Aspect #3: The store design and branding
OK, so let’s start out on the homepage. I can see you’ve gone with a nice, simple clean design. That is awesome, I’m really glad you didn’t spend ages and lots of money trying to create something really fancy because as you’ve seen, that is NOT required to make sales.
It’s clear that your store is designed to solve annoying problems and make cooking easier using kitchen “hacks”. Yet, something still seems to be missing: you don’t mention ANY of this on your site.
Instead, you talk about how you’re here to help people “design a kitchen” in “their own way.” This has nothing to do with what you’re selling. Start thinking about how you can change the language on the site to not only reflect WHAT you’re selling, but to make it look like you’re passionate about it too.
On the plus side though, you did an awesome job in adding trust badges and emphasizing the benefits in your product description copy. We loved how you emphasized how your products solved a problem e.g. “No more dangerous stabbing”. Most people just list features but fail to make that connection between WHAT the product is and WHY the customer should buy it.
But to take your store from “good” to “great” – consider the following areas:
- Your trust emblems are placed awkwardly. Align them to the left with the text and “buy” button to give it that professional look.
- Get rid of ANY low quality images in your product listing that look pixelated. You can often find a great image just by doing a Google image search for the title of the AliExpress item you want to sell.
- Add a favicon to your store. A great image for that would be your logo image. So just take this and turn it into a favicon!
To summarise, here are the main takeaway points:
- Make sure you sell products that either solve real problems or adds an additional bonus to someone’s life. Looking at its reviews on Amazon help to “verify” this product as one that’s actually helping people.
- Use products that are easy to target towards an audience on Facebook
- DO NOT sell items people can easily find at their local malls for cheap. You need to look for unique, novel and exciting things they are unlikely to have seen before.
- Make sure the product you’re selling is profitable. If you don’t calculate your margins before you start selling, don’t be surprised when 95% of your revenue gets gobbled up by your costs.
- For products that are hard to distinguish at first glance: Use video ads! They’re a great way to help demonstrate what a product is and how it works (plus, everyone loves video).
- Make sure you are crystal clear on your branding and the purpose of your store. Without communicating this in a clear way, customer’s will easily forget who you are and bounce from your page.
As well as helping Lukasz, we hope this review gave you some insight on what makes a successful Dropshipping store.
To supplement what you’ve learnt, I also want to offer you one more free gift.
Six steps to building a six-figure Dropship store
In it, I’ve included:
- How just one “winning item” can earn $10k/month. Yep. A lot of people don’t realize this… but most stores make the majority of their money from just a handful of items!
- The right way to choose AliExpress suppliers. Picking the right AliExpress dropshipper is crucial to drastically reduce things like refunds. Learn how to pick the right suppliers.
- Why long shipping times DON’T matter. A lot of people are scared to start Dropshipping because of “long” shipping times. You’ll learn why this doesn’t matter inside.
- Why their stores take 2 hours a day to manage. You’ll learn how they utilize apps like Oberlin to make their stores semi-automated… making managing orders super simple!