Figuring out A Ache Level In The Tattoo Trade

Since launching on the campus of Miami College in Oxford, Ohio, Mad Rabbit has modified the sport within the tattoo aftercare market. They’re doing so by bringing change to an business that’s 1000’s of years previous however one which has been largely immune to innovation till just lately. I sat down with Oliver Zak, co-founder of Mad Rabbit, to speak about their journey, community-driven product improvement course of and distinctive retail technique that permits them to take a special method to model constructing.

Dave Knox: How did you give you the thought for Mad Rabbit

Oliver Zak: My co-founder Selom and I acquired began in enterprise throughout our sophomore 12 months in school. Selom launched me to the idea of e-commerce, and we spent the following six months exploring methods to construct a model on-line. We started with dropshipping, which taught us beneficial classes about constructing a model and differentiating ourselves by means of customer support and ambassador applications. We could not compete on product differentiation, however we discovered how to achieve different methods. After just a few months, we bought that enterprise for $7,000, which was an enormous win for us as school college students. It confirmed us that we had a possible curiosity in pursuing this kind of enterprise additional.

Throughout our senior 12 months, we have been between jobs and in search of a brand new alternative. I had a tattoo appointment, and I used to be annoyed with the suggestions for therapeutic tattoos. Most of them concerned petroleum jelly, which I felt was outdated and unhealthy. I requested my tattoo artist if there have been any pure options, and there weren’t. That is when Selom and I made a decision to create our personal pure tattoo care merchandise.

We ordered components from Amazon and native apothecaries and started experimenting with totally different formulations. Our first product was an all-natural tattoo balm made with seven pure components. We used it for aftercare, and it labored effectively. By means of advertising and marketing these merchandise with Fb adverts, and that summer season alone, we have been in a position to generate $300,000 in gross sales. We later in 2021, developed a soothing gel that was extra particular for tattoo therapeutic, which continued to skyrocket the model. This success confirmed us that we had discovered a necessity within the business and that we had a viable product-market match.

Selom and I discovered so much about constructing a model by means of our dropshipping enterprise. This expertise helped us develop the talents we wanted to create and market our personal pure tattoo care merchandise. We’re proud to supply a safer, more healthy various to conventional tattoo aftercare, and we’re excited to proceed rising our enterprise.

Knox: You launched each of these companies whereas college students at Miami College. What benefits did this provide you with to attach along with your target market?

Zak: Miami will not be identified for being a very tattooed faculty. Nonetheless, it does have a powerful entrepreneurial ecosystem that helps and champions startups. Selom and I have been in a position to leverage this ecosystem to launch our pure tattoo care merchandise enterprise. Our just lately launched school ambassador program focuses on metropolitan areas the place tattoos are extra prevalent. This has helped us attain a wider viewers and construct our model.

One of many sources that helped us get began was a enterprise fraternity that we joined freshman 12 months. This speaks to the sources out there on campus for these interested by entrepreneurship. Exterior of my finance diploma, which helped me be taught the language of enterprise, the largest worth add for Miami whereas I used to be there was positively the entrepreneurial group of scholars, school, and alumni from the varsity of enterprise. This vibrant entrepreneurial group that helped us launch our enterprise. We’re grateful for the sources and assist we acquired from the Farmer Faculty and the bigger group, which helped us flip our thought right into a profitable enterprise.

Knox: What has been the driving power behind the success of Mad Rabbit?

Zak: I by no means thought I might be the tattoo man, however I’ve all the time been good at figuring out areas of alternative. I observed that tattoos have been rising in popularity, despite the fact that they have been round for 1000’s of years. In 2012, solely 20% of US adults had a tattoo, however now in 2023, it is nearer to 50%. That is plenty of development in a brief time frame. This pattern is not simply within the US, it is international. Japan and South Korea simply legalized tattooing, and self-expression is being championed by means of tattoos.

The tattoo business was ripe for disruption. It is traditionally been a cash-only, under-the-table enterprise. There was by no means any formal coaching for tattoo artists, so that you needed to persuade a store to take you beneath their wing. This made it a fairly slow-to-adopt and unique group. These days, there are tons of sources out there on-line, and Mad Rabbit is captivated with serving to aspiring artists.

Our success at Mad Rabbit got here from addressing a ache level within the business. Tattoos do not all the time heal effectively, and an enormous motive for that’s the advice of utilizing petroleum jelly. It is nice for scrapes and cuts as a result of it helps construct up a scab, which protects towards micro organism and dust. But it surely’s horrible for tattoos as a result of the ink will get caught within the scabs, and once they fall off, your tattoo can look terrible in week two. That is irritating once you’ve spent 1000’s of {dollars} and hours of ache in your tattoo.

We noticed a chance to innovate and supply a greater resolution for tattoo aftercare. Folks resonated with our clear and pure tattoo care merchandise as a result of they labored, and so they addressed an actual drawback. We’re proud to supply a safer, more healthy various to conventional tattoo aftercare, and we’re excited to proceed rising our enterprise.

Knox: Why did you resolve go on Shark Tank and what’s been the impression on the enterprise since then?

Zak: I wasn’t the one who utilized to Shark Tank, it was really my companion Selom. I grew up watching the present with my household each Friday since I used to be 13 years previous. My dad is an entrepreneur, and I all the time knew that I needed to do my very own factor someday. So after we acquired the decision that Shark Tank was , it was like a childhood dream come true.

Being on Shark Tank gave us entry to an enormous viewers, even when they weren’t essentially our goal buyer. The individuals who watch the present aren’t essentially closely tattooed, however they may have nieces, nephews, or grandkids who’re interested by tattoos. That goes a good distance for gifting in the course of the vacation season and total model consciousness.

It was an incredible expertise, and we discovered so much from the sharks. We have been in a position to safe a take care of Mark Cuban, who has been an excellent companion for us, and nonetheless is. He is been very supportive and has helped us navigate the retail panorama. We’re grateful for the chance that Shark Tank gave us, and we’re excited to see the place Mad Rabbit goes from right here.

Knox: Since launching the unique therapeutic balm, you may have expanded throughout a number of merchandise. What drives that product innovation technique in deciding one thing’s the suitable product to launch beneath Mad Rabbit?

Zak: At Mad Rabbit, we’re proud to say that plenty of our product concepts come from our group. We have change into an umbrella for a bunch of various subcultures who’re captivated with sporting their hearts on their sleeves. We now have surfers, cooks, hairstylists, tattoo artists, and extra. All of those persons are introduced beneath the Mad Rabbit umbrella, and so they join on issues like sharing tattoos, greatest suggestions and methods.

Most excitingly for us, we get to leverage conversations between the model and our shoppers. Most of our merchandise have really come from ideation inside our on-line communities. They’ve requested for soaps, lotions, and different merchandise, which is absolutely thrilling as a result of it extends past the aftercare interval. We’re in a position to give attention to day by day care and upkeep, which is absolutely vital for long-term care of tattooed pores and skin.

A number of the CPG giants on the market are formulating for the mass shopper, and till the variety of US adults with at the very least one tattoo passes 51%, they do not see it as a market value formulating for. However we’re small and nimble, and we hearken to our prospects. We will ideate and innovate accordingly.

As soon as we’ve these concepts, we transfer on to the prototyping and product improvement stage. We get samples from our chemist and our producer. After which one among our closing checks is with Dr. Elliot Love, who’s on our advisory board. He is a tattooed dermatologist and pores and skin most cancers surgeon. He is a powerful level of authority that we’re in a position to leverage from a scientific ingredient perspective to place the cherry on high, if you’ll.

Knox: Your retail technique can also be distinctive in that you simply promote not solely by means of direct to shopper but additionally locations like City Outfitters, GNC, and tattoo outlets throughout the nation. What led you to this technique versus chasing a mass retailer initially?

Zak: We positively wish to be wherever our prospects wish to purchase us, together with mass retailers. However our preliminary technique was direct-to-consumer on-line solely, by means of Shopify, Fb, and Amazon. That is how we reached our million prospects at present.

As soon as we gained some model consciousness, we began launching in “model accretive” retailers, like City Outfitters. Lots of our prospects are beneath 35 years previous residing in metropolitan areas are passionate younger individuals, which is strictly City Outfitters’ buyer base.

We additionally noticed a chance within the well being and wellness business. Well being followers care about what they put in and on their our bodies, and so they need their tattoos to look good too. That is why GNC noticed an excellent alternative for us to develop past dietary supplements and into skincare.

The tattoo parlor channel is absolutely vital for us. It is level of care, billboard house. We promote aftercare merchandise the place they’re wanted and once they’re wanted, and most significantly, we get the artist’s advice on our facet. The tattoo artist is the authority on methods to heal a tattoo, so successful over their advice is essential.

With the tattoo business approaching 51% of US adults having at the very least one tattoo, the artist is absolutely the bread and butter for us. We even have the chance to promote in different fragmented retailers like surfers, skate boarders, cooks, hair stylists, and barbers. Tattoos are the frequent hyperlink that may promote throughout varied channels.

Knox: Along with your latest Collection A funding from Lucas Model Fairness, what are the plans for the enterprise as you convey on this funding?

Zak: A part of the funds we raised are for constructing out our boots-on-the-ground gross sales crew. There are about ~30,000 tattoo parlors within the US, and it is a actually vital house for us to win over. We have all the time been a strictly digital model, so constructing an enormous gross sales crew is a brand new enterprise for us.

We’re additionally seeking to up our content material manufacturing. We’re opening a headquarters in Los Angeles this spring/summer season that can function a content-enabled tattoo studio. Our professional crew artist will likely be tattooing there, capturing 360 content material, and offering product testimonials. We’re additionally giving them an area to report and develop their very own private model, which is an thrilling alternative for us to empower them and supply mutual worth.

Lastly, we’re specializing in further product improvement. Most of our merchandise at present are consumer-facing, however we’re engaged on improvements that can give the artist a greater tattoo expertise. This may go a good distance in successful over their advice for aftercare and day by day upkeep.