Competing with Big Subscription Box Companies

Learn why you shouldn’t compete with big box subscription companies and who you should compete with instead.

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“How can I compete with big subscription box companies like Fab Fit Fun?” This question comes up inside my subscription box coaching membership, Launch Your Box, especially from members who are just starting out. 

The answer to this question is simple. You don’t. 

Easier said than done, right?

I know you see these companies and their subscription boxes. They pack them with hundreds of dollars of stuff and sell them for $29. It feels easy to get discouraged and be tempted to give up before you even get started. 

Don’t. 

These big box companies are able to get product for free or at deep discounts. As small business owners, we have to purchase or manufacture all the items for our subscription boxes. And that comes at a cost. 

You can’t compete with big box subscription companies on price. And more importantly, you don’t want to. 

So how do we compete with them?

Build a genuine connection with your audience.

When I wanted to start a subscription box to give my most loyal customers a truly VIP experience, I had the same worries. I compared what I could offer my customers with what they were offering theirs. 

Then I started doing some research and found out something interesting. A LOT of their subscribers were not happy. 

Have you ever read the comments on the ads of those big box companies? Read them...so many of them talk about bad experiences, poor quality, and lack of connection.

Take a look at their social media pages. Some of the big companies have over a million followers but no more likes, shares, or comments than those with a few thousand followers. Why? Because most of their subscribers are gained through ads not engagement. 

With the big box subscription companies, there is typically no connection or sense of belonging. There is no human interaction with people on their social media accounts. 

Instead of comparing yourself to big box subscription companies, start thinking about what makes you different from them. How can you provide a better experience and more of a connection with your subscribers than they do?

Customers want to buy from people and brands they trust. It’s so important for you to let your audience get to know you and your brand. 

Connect with your audience by posting consistently on social media, emailing regularly (at least once a week), going LIVE on social media, and even via text marketing. Deepen those connections by serving before you sell. 

You can read more about creating a connection with your ideal customer HERE.

Realize it's not about the money, it's about the experience you provide.

Your subscription box is not just a bunch of “stuff” in a box. If you do it right - the way I teach inside Launch Your Box - your subscription box is a curated experience. An experience your subscribers will LOVE. 

When I curate The Monogram Box, I start with a theme. Every item in the box coordinates with the others and relates to the theme. My subscribers know they’re getting a box I’ve put a lot of thought into. A box I curated just for them. 

Your subscription box should be so much more than just what’s inside. When done right, a subscription box fills subscribers with anticipation and makes them feel special before they open it. Even small details add to the excitement and the pleasure of discovering what’s inside. 

Listen to episode 64 of the Launch Your Box podcast to hear how Launch Your Box member Katie curates an incredible experience for her subscribers. 

Build a business that serves your life.

Think about what it takes to have tens of thousands of subscribers. The overhead alone is enough to make me cringe. So many of those big box businesses are less profitable than my subscription box. And less profitable than I teach my members to be. Then there are all the employees and logistics that come with it. It's a lot. 

Some people have big dreams like that. Others just want enough to pay for some “extras” or help with household expenses. Some are working toward quitting their full-time jobs and replacing that income with their subscription box. As a subscription box owner, you get to choose your goals and dreams for your business. 

Click here for more about who you should compete with. 

Small business owners go through a roller coaster of highs and lows from day to day and month to month. The ups and downs are not only emotionally taxing, but also bring financial worry. You feel a constant need to sell in order to bring revenue into your business. 

Adding a subscription box to your business has the ability to even out the highs and lows. It's regular recurring revenue that can strengthen and sustain your business.

So when we talk about what success looks like to you, I want you to think about how many subscribers you would need to cover your business's fixed expenses each month. These expenses include rent, utilities, payroll, software and equipment costs, etc.

This number should be your first goal. 

When I started my subscription box, my number was 100. If I had 100 subscribers, I would be able to pay all my fixed expenses and give myself a paycheck regularly. Anything else I sold for the month would be a bonus. Those 100 subscribers would mean I didn't have to constantly worry about my business and my bank account.

What happened? I hit that goal number within three months of launching my subscription box!

Your subscription box business is just that… yours. Don’t try to compete with big box subscription companies, Instead, focus on what you can do to make your subscription box special. How you can connect with your audience, engage with them, and serve them. 

Now’s the time to start building what can become an amazing business for yourself and stop comparing yourself to others.