Running Shoe Subscription Service

The problem is that shoes are not like copiers... copiers are super expensive, require support and supplies, and are designed to last a basically indefinite amount of time. Shoes are disposable good designed to run out. If a shoe has a defect or "breaks" you can either take it back and get a new one or just buy another 80-100 dollar pair of shoes

Could I get some more feedback? I appreciate the responses thus far.. The more opinions the better, even if you don't like the idea. Keep the feedback coming!

The other huge problem you would have is whether to do pre-paid, post-paid, or account-based billing. People seem to be pretty averse to contracts unless they get pretty huge discounts (like phones) or it is the only way to get something (cable, phone, heat). You can offer neither. What happens of someone needs shoes more often than their level of payment would allow? What about less often? Does the account just end up like an bank account? Then why would the service be used - most people don't need to finance shoes!

It seems like a solution to a problem that doesn't exist.

I like the idea, but tie it to something deeper to help distinguish it. Maybe every time you send a new pair you also send a box that lets them send their old pair to Shoes 4 Africa.

Between the convenience of this and the tie to Shoes 4 Africa, I think I'd pay more than the current price of the shoes for this.

I wouldn't use a service like that, and personally don't think it's a particularly good idea. When I buy running shoes, I usually buy about four pairs at once. For me only worrying about shipping a couple times a year is nice. They will last me 5-6 months, allow me to rotate if I feel like it, or change the shoes early or later when needed. I also usually buy a previous season's model, which is always much cheaper. The shoes I've been running in for about a year now all cost me about $50 each. Unless the service give huge discounts, I doubt it could compete for my business.

Adding other things to the subscription service (socks, shorts, tights, whatever else you mentioned)is an even worse idea in my opinion. It's impossible to tell how long a pair of socks or shorts will last. Like the seasonings in your cupboard, those are truly items that you just buy whenever they are needed and don't really have a set schedule for buying.

I personally like the option of "shopping around" for a better deal once I find a shoe I like and most of the time it's the online stores.

Also, what about color option of a shoe? I'm not sure I would like the same color every month.

Bottom line, I am not a big fan of monthly charges or monthly pair of shoes. I've had family members send me "flavor of the month" on wines and beer and it didn't go so well...I rather they send me a gift certificate to my favorite running store online and off line stores. In other words, I like to buy when I feel like it rather then someone automatically sending it to me.

Flatulus wrote:

maybe buy 5 pair and stockpile them for the runner?

advice wrote:

How many pair did you try on?

What is wrong with you people? The plural of pair is pairs. Pairs of shoes. 5 pairs of shoes.

I think it's a great idea - it's the kind of thing that Amazon has been doing, offering a discounted renewal option whenever you buy anything consumable.

I think that drop shipping shoes is quite possible. Definitely read _The Four Hour Work Week_. Partner with a shoe company - or play them off against each other. Your big challenge will be marketing, not execution. (And handling returns on mail order shoe selling - always a bitch.)

Why might people not want it?

- They enjoy the experience of shoe shopping.

- They think they can find a better discount than you offer.

- They're afraid of being overcharged or somehow scammed.

- They don't want to create another ongoing financial obligation.

Why won't I buy it?

- Because I think running shoes are the devil's work. I'm quite happy running in my birthday shoes, thank you.

But since most runners drink the Kool-Aid, you could really be on to something here. There's no shortage of people willing to pay $100+ for the chance at twisted ankles, bunions, and stinky feet. Tell them that "doctors recommend changing shoes every three months," or some such crap.

Good luck.

Disclaimer: the author is an entrepreneur with an MBA.

Think hard about how to define and target your market. RW has 600,000 subscribers, and I think I read that 15 million Americans run at least twice a week. You don't need all of them.

Do you want to target elite runners, or at least people for whom running is their main avocation?

Or those run more than 50 miles/week, or 20-50 miles/week, or casual <20 mile fitness runners?

Men or women?

20s, 30s, 40s, 50s?

Running "conservatives" or those who want to try "barefoot running shoes"?

Each group may have very different buying habits, and of course will be different to reach and influence.

And how exactly will you get paid - what will be your main revenue source? It's not obvious - you have many good choices.

there would be options for every type of runner based off how many miles they run/walk, along with the frequency they would receive the shoes.

Revenue would come from the shoe subscription, but I could also partner with businesses targeting the same market and have sponsorship ads in the orders.. which will help cover fixed costs.

i appreciate the feedback so far!

anyone else that hasn't seen this thread? or additional input from previous posters?

I think the take home message is: Unless you can offer deep discounts or a perk beyond not having to worry about ordering new shoes, your idea won't work. If you can offer either or both of those then it is a good idea.

I got a better idea for you: Real Doll Leasing Service

I like the idea, however, I would not subscribe to the service. I typically purchase the previous model of a shoe to save a litlle money. What about setting up an interactive running log? The subscriber could log their daily miles, select which pair of shoes they wore (in case they are using multiple pairs), and your site with the log would track the mileage on each pair and send a notification when the shoes were reaching their mileage limit which could be pre-determined by the user. This way the subscriber would get shoes when they are ready for a new pair.

i like that idea... it would be nice to have a sort of "online community" where you're buying your shoes.

i think having a pre-labeled box where you could send back your old shoes to send to Shoes 4 Africa could be a good thing to do as well.

key question, is there a market?

bump

What you have is a good idea but that is all. What you don't have is the software/servers, marketing department, relationship with the shoe companies etc. to get it up and running.

The idea is novel but I would be very surprised if Road Runner Sports or Eastbay have not at some time considered and researched the idea. For the sake of argument, let’s say they never have considered it and there is a market out there. They already have the infrastructure to bring this service to market very quickly. They have a considerable customer base they can direct market to. With their ability to market, name recognition and expertise in managing inventory, they will out compete you. Not to mention that with their existing contracts with shoe companies they will be receiving a much better wholesale price than you will be able to get as a start up.

I'm going to be honest, I don't understand this idea at all. How is this different than me ordering a new pair of shoes online when I want one?

However, what would be cool - but I don't think you can make this profitable - is something like a Netflix of shoes. I order a pair of shoes, wear them as much or as little as I want, then return them whenever I want for the next shoe on the queue. And like Netflix, you can sign up to have more than one shoe at a time. But...unlike Netflix where the same DVD can be sent around, who wants to wear used shoes?

Sorry, I just don't see much here.

If you can figure out a way to create "the netflix of running shoes" without the concept being totally disgusting, you might be onto something.

Netflix.com

BagBorrowSteal.com

Bookswim.com

RentTheRunway.com