Birchbox is a monthly subscription service that sends samples of beauty products to subscribers. It was founded in 2010 by Katia Beauchamp and Hayley Barna to create a new way for people, especially women, to discover products. Birchbox targets people aged 25-35 who love shopping and taking care of themselves. They use content marketing and social media as their main marketing methods, maintaining a large presence on platforms like Facebook, Instagram, Twitter and Pinterest. Their SWOT analysis notes strengths in their clear business plan and defined markets, but weaknesses in small sample sizes and lack of global availability. The presentation concludes with opinions on expanding their product assortment, sample sizes, and advertising spending.

1. BirchboxLaura Mannaert
Steven Van Eeckhoudt

2. Table of contents
The Company (6 minutes)
Staff
Story
Product
Location
Target group
Marketing methods (4 minutes)
Content marketing
Social Media
SWOT (2 minutes)
Our opinions (2 minutes)

4. The Company

5. Staff
Co-founder: Katia Beauchamp
Co-founder: Hayley Barna
Editorial director: Mollie Chen

6. Story
The idea
Creating a new way of shopping
Different approaches
Frustrating and inefficient
First shipment
September 2010

7. Product
A box for man and woman
5 products
Subscription
€ 13,00
Now ‘your edition’ (March)
‘your colors’
‘your imagination’
‘your box’

8. Location

9. Target group
Alice, 25 years old
Loves shopping
Wants to look great
Spends a lot of time on the internet

10. Target Group
Bruce, 29 years old
Takes care off himself and his body
Lives healthy, loves to drink a beer

11. Marketing
Methods

12. Content marketing
Differentiation of your
business
Creates value
Storytelling without being to
pushy
Creating long term
relationships

13. Social media
Mobile app
On-the-go access to Birchbox
Facebook: 1 409 157 likes
Instagram: 1 838 followers
Twitter: 144 000 followers
Pinterest: 942 405 followers
YouTube: 53 769 subscribers

14. Strengths Weaknesses
Opportunities Threats
• Clear business plan
• Defined markets
• Incentive for
loyalty and brand
building
SWOT
• Small product samples
• You can’t buy it everywhere
• Language barriers
• Rising online subscription
beauty companies
• Exchange courses
• Narrow market
segments
• Themed boxes
• Products which are
good for the
environment

15. Opinions
More shops
More themed boxes
Bigger samples
Spending more on advertising

16. Thank you
for your
attention!