Ted Rubin, Chief Marketing Officer for Eyes Lips Face, took time out at BlogWorld Expo to tell us how ELF started small, and has grown.
When Ted says how many “skews” they have, he’s referring to SKU’s, or Stock Keeping Units. In essence, it’s how many products they make. (Bonus points to you retail-savvy folks who already knew that.)
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We like the start small aspect – gone are the days when you could count on a VC fund to help you get started big. The good thing is boostrapping is not only in vogue, but with the social media tools at their disposal companies like ELF can make a splash investing next to nothing in marketing.
The only thing to consider now is, once they start growing, can they sustain that growth? Growth requires focus on another aspect of SMBs that people in start-up mode neglect: using information technology to check on the overall health of the business: is there too much inventory? Too many accounts payables outstanding? Etc.
Good questions, Fernando. Thanks for adding them.