Today we’re learning from Chao Wang, the founder of the kids subscription clothing company Dopple.
We chat about her journey in scaling this business by doing things that aren’t scalable - like building a 10k person waitlist with $0 spend, along with some other really cool gems of info behind the scenes of building this company.
If you haven’t heard of Dopple it was founded in 2017 by Chao and Janel Hertz as a membership service reimagining how parents shop for their kids. Dopple was created to make parents’ lives easier and a lot more fun by delivering quarterly “Dopple Drops” of custom-curated children’s outfits to subscribers.
The company, which recently raised $9.8 million in seed funding, uses a machine learning styling algorithm to achieve some of the industry’s highest keep rates for try-on-at-home models.
If you haven’t come across Dopple yet, it’s the brainchild of Chao Wang and Janel Hertz, launched in 2017. Dopple’s subscription service curates personalized outfits for kids and delivers them quarterly to parents’ doorsteps, making life not just easier but a lot more fun. The company recently secured $9.8 million in seed funding and boasts some of the highest "keep rates" in the industry for try-on-at-home models, thanks to its clever machine learning styling algorithm.
Now, let’s dive into Chao’s unconventional marketing playbook that turned a shoestring budget into a massive waitlist.
The Art of Guerrilla Marketing
Chao and her team were relentless in experimenting with new ways to spread the word about Dopple. Their approach was refreshingly old-school—think word-of-mouth with a modern twist.
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Leveraging Personal Networks
Chao made sure to reach out to everyone in her network, from tech contacts to casual acquaintances. It wasn't just about asking a few friends; it was about tapping into broader networks, especially within tech circles, where the word could spread faster. She asked people to share Dopple with their coworkers, clients, and friends, creating a ripple effect that expanded Dopple's reach far beyond a close-knit circle. -
Maximizing Digital Platforms
Dopple used social media platforms like Facebook and LinkedIn to get the buzz going. The trick? Offering incentives. Chao told those in her network that anyone who signed up could bump their friends to the top of the waitlist—creating a sense of exclusivity and urgency. -
Regional Targeting with a Twist
One of the more ingenious tactics was targeting specific states or zip codes that the team wasn’t familiar with. By doing so, they managed to get customers in 49 out of 50 states. It was a playful, "let’s see what happens" approach that allowed them to test different areas and uncover markets they hadn’t considered. -
Creating a "Wow" Experience
Chao's philosophy was simple: when something is genuinely cool, it spreads like wildfire. The goal wasn’t just to create a service but to deliver a "wow" experience that parents would talk about. From the way the outfits were curated to the overall unboxing experience, every touchpoint was designed to impress.
Why Word-of-Mouth Still Works
At the end of the day, we’re all human, and humans love to share. Chao recognized that if people love something, they’re going to tell their friends about it—whether that’s through a casual conversation or a social media post. The challenge was finding ways to encourage sharing without pushing it too hard. Dopple’s word-of-mouth strategy worked because it felt natural, fun, and authentic.
What Would She Do Differently?
When asked if she’d do it all the same if she started Dopple tomorrow, Chao admitted there are a few things she’d tweak. For one, she'd lean into SMS marketing as the next big thing. She believes the direct and personal nature of SMS can drive engagement even further.
And her biggest piece of advice? Let your customers tell you what they want. You don’t need a massive dataset to understand your audience—sometimes, all you need is a handful of enthusiastic supporters who are willing to share their feedback.
