Surprisingly, within a week of promoting this idea on Facebook, we had received our first order

MullyBox
Michigan, USA

Subbly happily serves founders like the team at MullyBox. Their success story is one of bold action and rapid iteration on a strong foundation of company values. Learn how MullyBox used Subbly to go from a simple idea on a golf course to a growing subscription ecommerce business on a mission to improve the game of golf.

Tell us the name of your company and briefly describe your business and product.

Mullybox is a subscription box that helps people play better golf. Each month we send newly themed box which contains training aids and gear that enhances a different area of our subscribers’ golf game. Some of our recent themes include: “Sharp Shooter,” “Bunker Box,” “Drive for Show and Putt for Dough,” and “On Course Entertainment.” For example, in our “Sharp Shooter” Box we sent: 3 accuracy-based training aids, a club groove sharpener, tees, and a ball marker. The total retail value was in excess of $60, and our box costs $35.

What inspired you to start your business?

We actually started Mullybox to be a “golf essentials” company. One day when I was on the course, as has happened more times than I’d like to admit, I ran out of golf balls. The idea then popped into my head to start a subscription box business that sent golf balls and tees every month, and literally that night I went home, created a website, and went live. Surprisingly, within a week of promoting this idea on Facebook, we had received our first order. Over time, we offered a “step-up” box that had a new accessory every month, and noticed our subscribers were selecting this option about 90% more than the balls and tees only, and from there, Mullybox was born.

Every business is on a mission. What is Mullybox’s mission?

Our mission is pretty simple; we want to help people golf better. Golf better doesn’t just mean posting lower scores, it also means enjoying your time on the course with your playing partners.  So every item that we curate for our box is selected with this mantra in mind. For all of the attributes that the sport of golf teaches, such as etiquette, honor, and integrity: We believe that bringing better golf to the world will make the world a better place.

What accomplishment are you most proud of so far?

There have been a lot of cool things, like: getting featured on celebrities' social media accounts, and podcasts like Talking Golf with Gary and The Fizz. However, I would have to say what I am most proud of is to see where the product is today compared to where it was when we launched. It’s truly morphed from a stocking stuffer to a product that is fine-tuned and valuable for the golf world.

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How did you get your first customers and how long did it take?

Funny story, we actually got our first customers before we had any product. I spent a little bit of money on Facebook Ads after making a generic website, and within a week someone had purchased a box. I went on Alibaba and rush shipped a few hundred units. I didn’t really know what I was doing at this point, but this was how we were able to learn.

Why is it necessary for you to have a subscription billing model and not just one-time purchases?

I believe that our mission of “better” golf is not just achieved with a one time purchase or one lesson, it’s something that happens over time and with discretionary effort. For that, it makes more sense for us to facilitate better golf in pieces over time.

What made you decide on Subbly to support your business instead of something else?

I first used Subbly because its ease of use, but over time, the main differentiator undoubtedly became customer service. For every issue that came up (and trust me, there are many), Subbly was either able to help me come up with a solution or workaround, within a few hours. Subbly is the perfect platform to launch your subscription business, but also has the tools and competency to help you at scale.

What is your advice for someone who is just starting a subscription business?

Just go for it! Paralysis by analysis will kill you in the startup world, especially the subscription ecommerce business. Launch, try to get customers, get their feedback, pivot, repeat!

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