Hi there,
I'm happy to give you some initial thoughts and guidance on your situation. Launching a performance sportswear line for disc golf with a limited budget is a challenge, but definitely not impossible. It's great that you've already got a Shopify store set up. Let's break down some potential avenues to get those crucial first ten paying customers.
We'll need to look at your target audience...
First off, understanding your target audience is paramount. You've mentioned disc golf, which is a great niche to start with. But who specifically are you trying to reach? Are you targeting younger players, older veterans, competitive players, or casual weekend enthusiasts? Each of these sub-groups will have different preferences and will hang out in different online spaces. Really thinking about that ideal customer, their spending habits, where they spend their time, and what motivates them is going to be crucial in making the right decisions.
If you're not already involved, immersing yourself in the disc golf community is a great idea. Join local clubs, attend tournaments, and engage with players online. This is not just for market research, but to truly understand what they are looking for, so you can make sure your sportswear meets there expectations, as well as what kind of message will resonate with them. A lot of people tend to skip this step which means that they are missing out on key information.
I'd say you need to look at influencers...
Micro-influencers are definitely worth considering. Instead of splashing out on accounts with hundreds of thousands of followers (who may not even be genuinely interested in disc golf), focus on smaller accounts (think 5,000-10,000 followers) within the disc golf niche. These influencers are often more engaged with their audience and more willing to collaborate for product reviews or sponsored posts. Be prepared to offer free products in exchange for their time and effort.
Remember to due your dilligence. Don't just look at the number of followers, look at how engaged their followers are in relation to disc golf. Do they actively interact with disc golf content? You'd want to make sure that their audience does overlap with your target customer. Otherwise it's just wasted effort.
You probably should look at running ads...
While you might think that paid ads are out of the question with a zero budget, there's some scope to get some campaigns going even with just a very small amount of budget available. The key is to be extremely targeted and frugal. Think super-local ads around disc golf courses or Facebook ads based on specific interests (disc golf brands, pro players, disc golf courses near you). You'll need compelling ad copy and eye-catching visuals. If you're already involved with the disc golf community, you can see what brands and shops run ads, and what kind of message they are getting across.
You also need to think about where the ads are sending traffic. I recall reviewing a website for a B2B SaaS company that was selling an accounting system. They weren't offering a free trial, and it’s a big ask for businesses to change their accounting system, as they only do it when absolutely necessary. This means it's not a quick decision for them to make. Without a free trial to entice potential customers, it's difficult to get them interested.
You'll need to focus on one channel...
With limited resources, focus is crucial. Trying to spread yourself too thin across multiple channels will likely yield poor results. Pick the one channel where your target customer is most likely to hang out and dedicate your efforts to it. This could be TikTok, Instagram, Facebook, or even a niche forum dedicated to disc golf. Really go all in on that and try to get that channel to work for you. If you can get one channel to work, then you can think about the others.
If you're selling directly to consumers, I'd probably start by just listing the works on Etsy, Artsy, etc. As they specialise in selling art, the advantage here is that they probably already have the right audience frequenting, the disadvantage is more competition and fees.
This is the main advice I have for you:
| Action | Details |
|---|---|
| Target Audience Refinement | Identify specific sub-groups within disc golf (age, skill level, etc.) to tailor your marketing efforts. |
| Micro-Influencer Collaboration | Partner with smaller disc golf influencers, offering free products for reviews and sponsored content. |
| Hyper-Local Advertising | Run targeted ads around local disc golf courses and events. |
| Channel Focus | Prioritize a single marketing channel (e.g., Instagram, TikTok) to maximize your impact. |
Launching a brand with limited funds is a lot of hard work, but it is doable with the right targeting and by getting the message across on the right channels.
If you're struggling to get things moving, you might want to think about getting some expert help with getting things setup. I remember one software client we worked with saw 3,543 new users at a cost of just £0.96 per user using Google Ads. And we offer a free initial consultation where we review your strategy and account together which usually is super helpful and gives potential clients a taste of the expertise they'll see going into their project if they decide to work with us.
Regards,
Team @ Lukas Holschuh
