Tobacco Business

[ 66 ] TOBACCO BUSINESS [ SEPTEMBER / OCTOBER | 21 ] What does it take to have a successful monthly subscription box business today? Imber: Be human. Be approachable. Share experiences with your members. Go all out for them. Doyle: The process of operating a subscription box business is extreme- ly intricate and full of moving parts. You must be absolutely passionate about it because oftentimes it’s very challenging to deliver the highest quality and still make livable margins. Pursuing this passion may not always make you rich, but it is extremely rewarding nonetheless. Berezowski: Years of dedication, lack of sleep, a good relationship with the brands or a groundbreaking marketing scheme if lacking the aforementioned. Desind: You must serve a niche. You must know exactly who you are, who that niche is and what they want. So many clubs have tried to be Privada and failed. There can only be one Privada. Because there can only be one XYZ club. We all bring different and special, unique skills and taste to our businesses. Find your special skill, your superpower, and focus on that. And remember, timing is everything! As part of the next generation of tobacconists, what do you anticipate happening in the future of tobacco retail? Doyle: The retail sector will need to adapt to the fast-paced world of cigars. Understanding that models like ours are not competitors but support their business models is key. Knowledge and constant study of the market will allow these businesses to get introduced to new brands and trends. This introduction will help them curate a more modern selection of tobacco for their stores and remain a relevant and valuable part of their customers’ cigar life. Imber: More transparency, less smoke and mirrors. Tobacconists need to be open to sharing all the ins and outs of this industry with their customers. Desind: I honestly believe we have limited time. Between the FDA inquiries and new taxes and regulations, I don’t expect a lifelong ca- reer in this industry, but I sure hope I am wrong! This is the renais- sance of the cigar industry’s lifespan. This is our golden era, and we are lucky to be a part of it—let’s enjoy it while we can. People don’t realize that, because of science, cigars are better today than they have ever been. Cuba’s cigars have the nostalgia, but they are no lon- ger the superior product. We know that Nicaragua, the Dominican Republic and Honduras are producing some of the most flavorful to- baccos the world has ever known. We are also in an era of rewarding the growers and artisans, which will produce even better products in the future. The Privada Cigar Club, Limited Cigar Association and Farm Rolled are about to get the best cigars possibly ever made, and that is thanks to the internet, social media and this new passion for cigar manufacturers. Big shout out to people like the Newmans of J.C. Newman, Carlito Fuente, the Padróns, Dr. Gaby Kafe and a few others that are fighting the good fight and putting money where their mouth is to fight against these ever-growing restraints. Berezowski: The future is a more regulated one. If we all work together, we could possibly achieve reasonable and equitable regu- lation. One of the challenges the retail sector deals with today and will continue to deal with is misinformation and lack of true vali- dation; there’s a lot of cigar experts out there. In terms of offer and demand, I believe consumers want the same products reimagined through different concepts, smaller productions that stay true to the quality marketed. Ironically, this is only possible due to the ex- ponential exposure in the market and access to the manufacturers through these platforms where information is constantly disclosed. Consumers want their voices to be heard, and these endeavors will keep growing to enable that, and through them, they’ll have more of a voice in what’s produced and how it’s produced. I believe the interaction will evolve from a brand’s, “Hey, this is what we have for you,” to a dialogue in which they ask consumers what they want and how they want it. Specialized subscription services are a big part of the channels that will create that association. TB UNBOXING YOUR SUBSCRIPTION BUSINESS Are you looking to launch your own subscription box business? Our panel of experts offered these three tips to make sure your business will have many people looking forward to unboxing what you have to offer each month: Provide quality over everything. Today’s consumers are extremely savvy and wise. If there is any compromise, it will be evident and will not go over well with most. Show and tell. Engage with your people and highlight the brands that you share in your boxes. Do something unique. Get a handle on who your business will be serving first and what will make their lives easier, better and more exciting. Pursue what will set you apart from your competition, combine it with the appropriate technology and marketing means, and dedicate all your time and energy toward its development.