Want to build community within Underground Cellar and turn people into collectors.The goal is to make the experience fun and exciting.Want to get the experience out there to more people.With 84M people in the US as wine drinkers, lots of room to grow.60 employees currently, including data scientists and business insights analysts.Needed to de-couple wine buying from wine-shipping.The new upgrade model was not supported by other platforms.Approached Barbara afterward to prove Mark Cuban wrong.Initially approached Mark Cuban via email, but he doesn’t invest in alcohol.Future: the potential to add wine as a reward in Cloud Cellar, similar to Robinhood referrals where you get one share of stock. Offers a “Give $50, get $50” referral program.#1 channel has been direct referrals - people like to share their upgrade stories.Future: people can start to trade with one another on the platform.85% of customers use Cloud Cellar, most storing ~1 case - most customers use it to buy wine at any time.Let’s people buy wine when they usually couldn’t due to weather/shipping constraints or for space/storage constraints.Get unlimited duration storage for 500 bottles for free.Promotes the brand and story on social media (~12k followers on Instagram) and email (~250,000 email subscribers) => wineries have said that foot traffic and sales spike after being featured. Underground Cellar can buy small lots of wine.Wine lovers building collections - want variety for their collections, which is inherent in the collections.New wine drinkers - want great value, like the process of being upgraded.Wine aficionados - enticed by the rare wines available (e.g., the signed bottle of Screaming Eagle).Ability to source some scarce, valuable, and hard to find wines enables access to these wines.Upgrading allows customers to experience higher levels of wine.Underground Cellar tries to educate in easy to understand, more approachable ways.Three elements of wine that can be democratized - knowledge, money, and relationships/access.Focus on lifetime value received as a customer.
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