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Starting Up Brett Northart CO-FOUNDER + PRESIDENT, LE TOTE How to go from concept to product
Starting Up
Brett Northart CO-FOUNDER + PRESIDENT, LE TOTE
How to go from concept to product
@brettnorthart #hustlecon
Le Tote is a fashion rental service giving women access to unlimited
apparel and accessories each month for a fixed price
(aka. Netflix for fashion)
Where we are today
@brettnorthart #hustlecon
• Founded in 2012 • 450% year over year growth • 200+ employees • $100m of items will be sent out this year • Raised over $30m from top-tier investors
@brettnorthart #hustlecon
Getting started
@brettnorthart #hustlecon
The only thing that matters is product / market fit
@brettnorthart #hustlecon
“Product market fit means being in a good market with a product that can satisfy that market.”
MARC ANDREESSEN
@brettnorthart #hustlecon
Building
@brettnorthart #hustlecon
Take the leap
@brettnorthart #hustlecon
@brettnorthart #hustlecon
@brettnorthart #hustlecon
Get some help
@brettnorthart #hustlecon
@brettnorthart #hustlecon
my co-founder’s parents made these boxes…no joke
@brettnorthart #hustlecon
Stuff WILL
break
@brettnorthart #hustlecon
Being shitty is ok– it’s the first step on the path to being great.
@brettnorthart #hustlecon
I f you’ re not embarrassed by the first vers ion of your product, you’ve
launched too late.
R e i d H offm a n F o u n d e r , L i n k e d I n
“
”
@brettnorthart #hustlecon
What embarrassing
looks like
@brettnorthart #hustlecon
99.99999999% of people don’t know who you are.
Where we are today
@brettnorthart #hustlecon
@brettnorthart #hustlecon
referral incentives
@brettnorthart #hustlecon
Play to your strengths
Design feedback
@brettnorthart #hustlecon
Customer details
@brettnorthart #hustlecon
DOWNLOADED AS CSV
Tote history
@brettnorthart #hustlecon
ALL MANUALLY ENTERED INTO EXCEL
Tracking shipments
@brettnorthart #hustlecon
@brettnorthart #hustlecon
Talk to customers
@brettnorthart #hustlecon
Meet the people.
Seriously… go meet them.
@brettnorthart #hustlecon
Charge them $
@brettnorthart #hustlecon
Question your assumptions
@brettnorthart #hustlecon
Iterate, FTW!
@brettnorthart #hustlecon
Where we are today
@brettnorthart #hustlecon
@brettnorthart #hustlecon
@brettnorthart #hustlecon
@brettnorthart #hustlecon
@brettnorthart #hustlecon
@brettnorthart #hustlecon
Make fashion accessible for everyone, every day
LeTote.com
Brett Northart CO-FOUNDER + PRESIDENT
#hustlecon @brettnorthart
letote.com/careers
