Podcast Summary
Welcome to the twenty-eighth episode of The Digital Shelf Insider Podcast hosted by Shreshta. In this exciting conversation, we’re joined by Francis Kurien, founder of SkimB, a homegrown skimboard brand, to unpack how he turned a niche sport into a top player in the sporting goods category on Amazon.
Francis takes us through the journey of SkimB, from its humble beginnings as a fun side project to becoming the number one skimboard brand on Amazon India. He shares the challenges he faced, from building awareness around skimboarding to scaling production and expansion plans into international markets like Dubai, Thailand, and the Philippines.
Francis also discusses how Instagram played a key role in building a loyal community, the importance of authentic customer reviews, and the constant innovation in their product offerings. He explains how his approach to community-building and e-commerce is helping the brand thrive, even in a niche market.
Key themes
In this episode, Francis provides insights on how a small brand can break into the competitive world of e-commerce and thrive.
Building a Community Through Content
Francis explains how creating authentic, engaging content on platforms like Instagram helped build a strong local community and spread awareness about skimboarding as a sport. He highlights the role of user-generated content in scaling their brand and expanding reach.
Overcoming the Challenges of a Niche Market
Francis dives into the challenges of introducing a niche sport like skimboarding in a market with no prior awareness. He shares how being the first in the market also meant being the pioneer and how he turned these challenges into opportunities.
E-commerce Growth with Amazon
Francis discusses how Amazon became a critical growth channel for SkimB, helping them break into the sporting goods market in India. He emphasizes the importance of authentic reviews in driving organic growth and why Amazon became an integral part of their strategy.
Expanding to Global Markets
With plans to expand production to other countries, Frankie shares how they are adapting their business model in different regions, from India to Thailand and Dubai. He talks about the logistical and cultural adjustments necessary for scaling operations across borders.
Key Highlights
Here are standout insights from Francis’s conversation with Shreshta:
- Authentic, user-generated content played a major role in growing their community and boosting engagement.
- Amazon provided the perfect platform for their growth, helping SkimB rank #1 in water sports within 1.5 years.
- Instagram was used as a tool for constant content creation, leading to a genuine community around the brand.
- How logistical and cultural adjustments are key to the brand’s international expansion.
- Despite being in a niche, SkimB is not limited to one product, and they’re innovating with new water-based items.
Takeaways
Here are actionable lessons from Francis’s conversation for entrepreneurs and e-commerce leaders:
- Use authentic reviews as a strategy for building trust and driving product visibility.
- Build a genuine, engaged community by prioritizing content creation and user interaction.
- Adapt your e-commerce strategy to take full advantage of platforms like Amazon.
- Scale production gradually while ensuring you can maintain quality and authenticity.
- Don’t be afraid to innovate and expand into new markets as you grow.
Conclusion
This episode with Francis is a must-listen for anyone looking to break into e-commerce, especially in a niche market. If you want to know how to grow a brand from zero to top-ranked on platforms like Amazon, this episode offers a clear roadmap to success.
If you’re ready to take your niche brand to the next level, tune in now for valuable insights and inspiration.
Disclaimer: The content shared in the Digital Shelf Insider Podcast by MetricsCart is for general informational and discussion purposes only. The insights, opinions, and perspectives expressed by hosts and guests are their own and do not constitute professional advice, recommendations, or endorsements by MetricsCart or any affiliated entity.
