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E-commerce in a Mountain Town KICs Into High Gear

People packed into the KIC conference room on Tuesday, November 14 for the E-commerce in a Mountain Town Workshop led by led Violent Little Machine Shop Founder Yanne Root and Thirty Seconds Out Founder Sean Evangelista. This highly interactive workshop kicked off the first in a series of three e-commerce educational events at the KIC.

Violent Little Machine Shop and Thirty Seconds Out are not only successful e-commerce companies, they are the first and second largest shippers of packages in Ketchum, respectively.

Designed to inspire you to take that first step into building something great of your own, the workshop covered the specific tools, resources, platforms, and tactics Yanne and Sean use to operate their businesses. They used the example of a company they co-founded just 30 days earlier, Stencil Tiger to inspire the participants to, “not just think up cool ideas, but to take action.”

Powerful tools discussed were:,,, and

Shopify: This online platform allows you to get your online store up in running in a matter of hours or even minutes.  The following are some tips from Sean and Yanne about Shopify:

  • Start with the basic/lowest cost version of the platform and increase your functionality as your business grows.
  • Learn as you go by leveraging Shopify’s educational blog, videos and podcasts.
  • Utilize high quality product photos.
  • Add products at various price points (the process of adding a product on Shopify is as simple as creating a blog post on WordPress; it can take as little as a few minutes).
  • Margins should be 2x to 8x cost of goods sold.
  • Include products as “impulse buy price points.” These are between $5 and $10.
  • Assign SKUs help you to “pick” an order across bins when you are ready to fulfill orders.

If you need help with Shopify functionality, there are service providers that focus specifically on Shopify support. HeyCarson is an example of a company that Yanne has used.

To build an email list and nurture that list, Yanne recommends Klaviyo with a popup through Sumo. Yanne’s highest converting popup is “Get 10% off your first order,” which generated a 7.7 percent conversion rate (conversion meaning the exchange of an email address) —  much higher than the industry average.

Email automations that were recommended by Yanne and Sean, include:

  • Welcome Series
  • New Customer Thank You
  • Customer Winback
  • Product Review/Cross Sell
  • Repeat Customer Thank You
  • Abandoned Cart. It generates an email with a unique coupon code thanks to the integration with Shopify.

Shipstation is recommended for shipping.

Shoelace does remarketing (follows a customer around the Internet to show ads for something that they have shown interest in.)

Conversio provides cool receipts for the customer. This created an additional $140,000 in revenue for Violent Little Machine Shop!

Sean’s #1 tip on growth: “The area to ramp up first is customer service!”

Join us for the next E-Commerce in a Mountain Town Workshop, specifically about how to grow an email list at Noon, on Tuesday, December 12 the KIC conference room focused on how to GROW an email list. This interactive workshop will be co-led by Violent Little Machine Shop CEO Yanne Root and KIC CEO and Founder of Make Everything Fun Kathryn Kemp Guylay. 




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