Who – the protagonist
Kiril Alexandrov, CEO at Big Skinny. A founder of multiple businesses who says his vice is ‘an addiction to researching stuff online ad nauseam’ including computers and sports cars.
What
Big Skinny wallets are designed to overcome five major wallet problems: size, weight, card pocket size, slippery interior, and lack of versatility. Over a two-year period, dozens of designs and over 75 natural and synthetic materials were tested before finding the perfect combination of functionality and looks.
Why
Big Skinny wallets were originally designed by Kiril because he hated sitting on thick, heavy wallets.
When
Big Skinny was founded in 2005 with sales initially driven through street fairs, retail distribution and print advertising. Its initial attempts at online selling ran into trouble in 2010 when a glitch meant that 4,000 wallets were being given away free. Kiril needed to decide how to handle the situation. Should he just cancel the ‘free’ orders?
He also knew that he needed to rethink his online marketing plans. There was a huge amount to consider, from social media, email marketing and coupon sites such as Groupon, to navigating Google’s algorithmic and sponsored search engines.
Where
The company is based in Harvard Square, Cambridge, US, and sells its products online and through stores across America, Canada, and a number of other countries.
Key quote
‘Here’s a regular wallet, just out of the box, and here’s a Big Skinny. It’s the same thickness, but it’s already stuffed with 16 pieces of hard plastic – the national average.’ – Kiril’s successful street fair sales pitch.
What next?
How should Big Skinny’s marketing presence be expanded? Should it concentrate on attracting new customers to its website, or focus on engaging existing customers through social and interactive media? And should it make more use of retail sites such as Amazon and Buy.com? |
An insider’s view: 
