The Way of the Dodo — How to Sell 10,000 iPad Cases at $60 Each (and Other Lessons Learned)
DODOcase, one of more than 1,000 businesses created in the last six months, has sold more than 10,000 units at $60 each
To encourage early, positive buzz among Apple iPad buyers, Mr. Dalton [of DODOcase] hired street teams via Craigslist to “hang out with Apple fanboys, while they waited on line for hours, maybe even days, outside of Apple retail stores for a chance to buy the first edition iPad.” The street teams, he said, hit Apple store locations in Boston, Chicago, Los Angeles, New York and San Francisco.
DODOcase also scored favorable reviews with the tech blogs Engadget and The Unofficial Apple Weblog. Some endorsements came unsolicited from high profile customers; on July 14, Evan Williams, chief executive of Twitter, posted a DODOcase endorsement on his Twitter feed: “Got my Dodocase. Sweet.”
The company, which plans to continue manufacturing its product and creating jobs in San Francisco, received more than 10,000 orders within a few months of the iPad’s debut…
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