Subscription Box

My Subscription Box Launch Story

Hi, I’m Kerrie. I’m an online marketing expert subscription box coach and lover of all things coffee and dogs. I launched my first subscription box business back in 2016. Now, I am teaching aspiring subscription box entrepreneurs how to create, launch and scale subscription box businesses. I am also building an online course and resource library to help you launch with ease, so stay tuned for that!

I have been through all the stress, the figuring everything out, the overwhelm and I don’t want that for you. I want you to have a stress and overwhelm free launch, so you can spend your time on the important things of your new business.


About Me

Before we get started, I want to share a few things so you can get to know me. I am a Bostonian, living in sunny Seattle for two years now. My background has been in all marketing and sales roles, mainly in education.

I am an avid traveler. I studied abroad in London, spent a year in Australia and my previous job allowed me to travel the world, selling and marketing education programs. I’m a mom to an adorable and naughty toddler boy. I also have two dogs, a black lab mix named Asha and a goldendoodle named Kennedy.

After I had my son, I decided to leave the education space. I was ready for a new adventure and for years, I had dreamt of starting something on my own. I really wanted to use my background in marketing and sales and love of learning and creating into a company that could scale, could help people and could give back to charities.


My Subscription Box Idea

I spent a little bit of time thinking about these 3 pillars of what my business would be. A week later, one sunny day at 24 Hour Fitness in Irvine California, the idea popped into my head. I could create a subscription box business. Subscription box businesses were immensely popular, so I started doing a little brainstorming.



I once read an article by Rohan Gilkes, who talked about strategies to come up with a successful business idea. He suggested to go through your credit card statements and identify things that show up repeatedly in your CC statements. You should create a product/ or a service that solves a problem for someone.

I went through my credit card statements and realized I was spending a lot of $$ on products, toys, treats, accessories for my dogs. Right then and there, I knew I would create a subscription box for dogs and my official vision for The Dapper Dog Box began.


Market Research

Once I had my initial idea, I started breaking it down to determine 1. What my differentiation point would be from all the existing pet subscription boxes 2. Who my idea customer was 3. Market research.

I had already tried a few subscription boxes for dogs and wasn’t overly impressed. I did a ton of research and created an excel sheet of every single dog subscription box. I included things like price, products, key selling points, differentiation points and how big of reach they all had in the market.

After all my initial research I decided my box business would be the #1 high end subscription box for dogs, would include options for grain free treats and would include accessories like bowties and bandanas. These components are what would make my sub box stand out from the rest and appeal to a specific type of customer who could afford the monthly spend.


Validate My Subscription Box Idea

I found 20 people who fit my ideal customer persona and interviewed them, so I could really make sure my idea for my product would fit with the market demand. After a lot of feedback, I switched a few things around but interviewing people was one of the smartest things I did in those early days. Then, a few weeks later at a coffee table at Starbucks, The Dapper Dog Box was officially formed.

On next week’s blog I will share details on how I launched the business, the key strategies I used in that very important pre launch phase and how I got amazing product images on a budget.


Asha, my beloved black lab + the first version of the dapper dog box. This image was taken during our pre launch and this image would be the hero/banner image for our first website <3

Are you interested in starting your own subscription box?

I want to help you launch your business without the stress and worry I had to go through. With my step by step approach you can launch your first box business in less than 3 months. Click here to learn more about how you can get started.





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