Empowering Local Bookstores: The Story of Bookshop.org's Rise During the Pandemic
Company profile
Company business details
Motivation to build the product
The founders were motivated by the need to support independent bookstores, especially during the COVID-19 pandemic when many were struggling to survive. They recognized the threat posed by large e-commerce retailers and sought to create a platform that would allow local bookstores to compete effectively in the online market.Problem that their product solves
Bookshop.org solves the problem of declining sales for independent bookstores, which face stiff competition from giants like Amazon. The end users are book buyers who want to support local businesses while purchasing books online. Solving this problem is crucial for maintaining the diversity and presence of independent bookstores in communities.Their unfair advantage
Bookshop.org's unfair advantage lies in its mission-driven approach that directly benefits local bookstores, allowing them to earn a significant portion of the profits from sales made through the platform, unlike traditional e-commerce sites.Strategies
Pre-Launch (Product Development & MVP)
Idea Generation Session
Andy, the founder of bookshop.org, initiated his entrepreneurial journey by hosting a personal brainstorming session. He bought a six-pack of beer and spent six hours writing down every idea he had about creating a platform to help independent bookstores sell books online. This session was crucial as it allowed him to articulate the problems he wanted to solve and develop a plan that closely resembled the final product he launched. The atmosphere was relaxed, with loud music playing, which helped him think creatively and come up with a viable solution.
Creating a Pitch Deck
After formulating his initial ideas for bookshop.org, Andy collaborated with a friend whose wife was a designer to transform his written ideas into a professional pitch deck. This deck was essential for presenting his vision to potential investors and partners, showcasing the platform's mission to support independent bookstores and compete with Amazon. The deck served as a visual representation of his concept, making it easier to communicate his vision to others.
Fundraising Efforts
Andy faced significant challenges while trying to raise $1.2 million to fund bookshop.org. He encountered skepticism from investors who doubted the viability of competing with Amazon. Despite numerous rejections, he persevered and eventually raised $775,000 from a group of investors who were passionate about supporting local bookstores. This fundraising phase was marked by persistence and resilience, as he navigated through a year and a half of meetings and discussions.
Launch Stage
Affiliate Program for Media Outlets
Bookshop.org launched an affiliate program that pays media outlets more than double what Amazon pays for affiliate links. They offer a 10% commission on purchases made through links to their site, and an additional 10% is donated to independent bookstores. This strategy has led to increased visibility for Bookshop.org, with links appearing in major publications like Buzzfeed, The New York Review of Books, and Oprah.com, effectively redirecting traffic away from Amazon and supporting local bookstores.
Direct Fulfillment Model
Bookshop.org created a direct fulfillment model where orders are shipped directly from Ingram, the largest book wholesaler in the U.S. This model allows independent bookstores to sell books online without handling inventory or fulfillment, making it easier for them to compete with Amazon. The platform was designed to be set up quickly, enabling bookstores to start selling within an hour, which was particularly beneficial during the pandemic when physical stores were closed.
Learn more about Bookshop.org
Andy Hunter - Saving Indie Bookstores: The Innovated Model Behind BOOKSHOP.ORG
Andy Hunter, CEO of Bookshop.org: Building a Sustainable Ecosystem for Independent Bookstores
