Tortuga Backpacks has created the ultimate travel backpack.
In 2009, we backpacked through Eastern Europe. The trip was a blast, but our backpacks were a disaster. Our only choices were hiking bags or wheeled suitcases, both of which are ill-suited to urban travel.
We couldn't find the perfect travel backpack, so we made it.
What are the key factors that have helped your store be successful?
We started with a "minimum viable product": a very small order of backpacks that worked well but weren't pretty. Sales of these bags were proof that we were onto something. From there, we redesigned our backpacks to be more aesthetically pleasing without sacrificing any functionality.
To build up interest in the new version, we documented the entire process. Along we way, we shared sketches and pictures of early prototypes and gave our followers a glimpse behind the scenes of our product photo shoots.
When we were almost ready to release the new bags, we offered pre-orders at a discount to reward the people who stuck by us.
What are your top recommendations for new store owners?
Make sure people are willing to buy your product before you spend money on inventory and open your store. Test your ideas and assumptions. Use crowdfunding to build a base of customers before buying inventory.
Any Closing Remarks?
Neither of us are designers or developers. We prefer to outsource or automate everything that isn't in our skill sets of product development and marketing. Shopify has been the perfect tool to handle all of the ugly, behind the scenes work while we focus on what we do best.