False Reality Co.

Entrepreneurial endeavor bringing exotic and ethical accessories to the masses

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False Reality is a premium men's accessories company with a selection of handcrafted products using materials sourced from all corners of the world. This is a socially conscious business with a double buttom line that benefits the education of impoverished children in the world through the sale of our products and the production of these products benefit intellectually disabled individuals in the Philadelphia area. I was awarded Drexel University's Entrepreneurship Co-Op to pursue this endeavor for an extended of period of time while studying at Drexel.

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Travelers and reliable wholesalers were contacted to provide unique products from all over the world. The above photo shows product from Iceland, South America, Indonesia, India, and Istanbul.

Business cards and shopping bags were produced on environmentally friendly craft paper and when permitted, they were hand stamped for a more personalized feeling of authenticity.

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The sale and creation of all products that we made benefited to different non-profits on both a global and communal level. We partnered with two different non-profits to have the highest positive impact on the world around us. The tagline, Change a Reality was developed to promote our efforts.

Programs Employing People is a non-profit that hires intellectually disabled individuals in the Philadelphia area to build the products and they were paid fairly so that they can maintain their lifestyle. They were chosen to help string and create our accessories and were used to cover scaling problems in the future.

Givology is a non-profit that helps the education of those in need around the world. For each sale of our products, we donated a portion to help these students. We were able to donate a dozen computers to an elementary school in Benin due to the sale of our products.

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The primary consumer is a female Millennial who is comfortable shopping online (Does at least 50% of her shopping via e-commerce experiences). Her purchasing behaviors are influenced by social media influencers and what she sees online, she loves products with stories that she can share and relate to them. Often these women are travelers or aspire to live a travel lifestyle and see the world. She also enjoys the notion of giving back to the environment or to others in one way or another

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The secondary consumers are younger Male and Female Parents Ages 27 to 35. They love to give presents to their children with a sentimental meaning. They are working class and are mindful of where they spend their money but also enjoy spending time outdoors and often times value experiences over monetary items. With this being said, they are willing to spend a little more money not for positional pieces but for products that stand for quality and that they believe will last a long time.

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To test the validity of the business model, we participated in many physical events to interact with customers and see how they responded to the products and overall brand experience. These events include an Independently Hosted Pop-Up Shop for a weekend in Philadelphia, A collaborative Pop-Up Shop event with Urban Outiftters in their University City location, and also participating in Philly Tech Week at PSL Entrepreneur Day and PHL Made Demo Day.

Insight: This validated our primary and secondary purchasers where women were the primary consumers of our products. Also, nearly one third of all customers bought False Reality products to gift to family members or loved ones.

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Analytics and data analysis proved to be key in managing our website and accruing new customers and encouraging old customers to re-purchase. Social Proof was used throughout the site to show the different products being worn by adventerous individuals that our customers relate to. A Blog was developed to show that False Reality is a thought leader when it comes to sustainable products and world travel. And overall, photography of the different places were integrated in key places throughout the site as well.

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Instagram and Pinterest influencers were partnered with to show the products being used in many exotic locations around the world. Places where our products were photographed include: Iceland, Morocco, Oregon, Havuspai, Hong Kong, Singapore, Canada, and many more. Baseline analytics were established from this campaign and eventually we were able to gauge expected ROI and customer acquisition consistently and effectively through this marketing channel as well as CVC. A/B Tests were used to see which designs had the highest impact on both purchases and micro conversions including adding people to our newsletter and social media channels.

Results:
700,000+ Unique Organic Social Impressions
8 Different Countries Reached Organically
All major regions of the USA were touched upon

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For our blog, named The Journal, we had photographers post photo diaries of their different travels. These photo diaries were photographed in Iceland, Morocco, and Oregon.

Insight: From doing this, the traffic that flowed through our Journal increased 10%. The Journal soon became significant in our customer's purchasing behaviors; often times influencing them to commit to a purchase.

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With the help of the good people at Five Five Collective, we created a video that explained the core ethos of the brand to those who were unfamiliar. This would help people become more empathetically attached to the brand and the products that we sell.

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