In 2009, we started working on Tortuga and accidentally created one of the first v-commerce companies.
At the time, we were running the playbook from The 4-Hour Workweek, not trying to emulate Bonobos or Warby Parker. We hadn't even heard of those companies.
Now v-commerce companies are all the rage. V-Commerce brands are digitally-native companies that make and sell their own products. You're probably familiar with brands like Bonobos, Warby Parker, Everlane, or Casper. Think of an internet-first version of H&M or The Gap. Andy Dunn first defined the category as digitally-native verical brands.
Like those companies, Tortuga is a v-commerce brand. We manufacture and sell our own gear directly-to-consumers via the internet.
Below are my top posts on starting and running a v-commerce company.
Bootstrapped V-Commerce: Starting a v-commerce business without venture capital.
Reinvesting in Our Products: How the v-commerce pricing and distribution model allow brands to build better products while selling them for less than store brands.
Amazon Copies, Walmart Acquires: How small, v-commerce brands can deal with the two most important companies in retail.
The V-Commerce Tech Stack: The tech you need to start and run a bootstrapped v-commerce business.
Read more on v-commerce.
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