What We Know About Ty Haney’s New Venture, TYB

“TYB is a new way of doing loyalty.

It is very much informed by the experience of building Outdoor Voices and shining a light on how important our most loyal fans were for our growth.

Blockchain unlocks a better business model for brands that today are structurally reliant on ad platforms. [Using TYB] you absolutely don’t need to know that you’re working in a web 3 interface. Our experience clarifies the complexity of crypto of the world.

If a brand raises X amount of dollars, 30-40% typically goes to acquisition channels (Facebook, Instagram, etc.) to acquire fans. TYB’s toolkit allows brands to take, let’s say, 5% of that money and redistribute it directly to loyal fans to help growth.”

“People that love a product have an incentive to continue to be fans. Brands start with a collectible. It’s something that feels right for your brand, that your audience is going to be attracted to, and then you connect it to some sort of utility. I’d start with access to a community channel, merch, and access to events.

When you bring your audience in as collectible holders, every action that they’re taking to help your brand build and grow is rewarded with something like a brand coin. For [community members] who earn the most, [brands] can airdrop them a collectible that could be a physical product or access to a private zoom call with [the founder].

We launched a supplement company, Joggy, as our first brand on TYB being like, let’s see how this works. We sold 500 Joggy Doggy collectibles for $250 each. They’re cute animated brown dogs jumping after a frisbee. These 500 people now have access to 5% of Joggy revenue as we grow.

The Joggy founding member story has been quite compelling.

Of the founding members, 87% have a higher order frequency than non-founding members, their repeat spend is twice as high, and founding members are also five times more frequently opening emails or signing into TYB than non founding members.”

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