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Justin Winter has a wildly interesting story with his company, Diamond Candles. They make and sell premium soy candles containing rings that range in value from $10 all the way up to $5,000. Within their first year, Diamond Candles reached $1 million in revenue. Now in their third year, they're slated to hit almost $20 million.

  • MG

    matt gratt

    almost 6 years ago #

    OK so you might be thinking to yourself, "You can't growth hack candles!"

    But apparently you can.

    First of all, revenue growth is amazing. They're going to hit $20 million in revenue through online-only distribution in year 3, selling $25 soy candles.

    There are some interesting mechanisms in here:
    - The big 'growth hack' is putting the random value ring in the candle. This creates both intermittent reinforcement dynamics (http://outofthefog.net/CommonNonBehaviors/IntermittentReinforcement.html) which makes buying a candle activate the same centers of customers' brains as slot machines.

    - This also creates a 'social moment' or a 'purple cow moment', which is the sort of thing that sends people to Facebook/Pinterest/Instagram/etc to share with their friends.

    - Their use of Facebook is amazing - I talk to a lot of ecommerce merchants and DC is definitely in the top 5 of making Facebook work - https://www.facebook.com/diamondcandles.

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