Q) Tell us a bit about Daily Addict

There’s this perpetual question of what’s there to do, or where to go? Especially for those of us that are socially active and status-seeking ‘transumers’ (those wanting to collect as many experiences and stories as possible).

We try to answer that and give style-conscious, busy people a daily email newsletter that connects them to stylish, cool and interesting events; what we hope will give the most memorable experiences. Daily Addict is about early-access, and our experience-hunting team is dedicated to uncovering the hidden lifestyle gems about town.

We cover 10 different categories ranging from culture to eat & drink and from entertainment to fashion. Our daily dose is conversational and clever, ready and waiting for our subscribers each morning in an easy to read format.

It’s succinct enough to be read before you’ve taken the first sip of your morning latté. We don’t accept payment for our recommendations – it has to be experience or useful-worthy to be featured. It’s also delivered free.

Q) How did you come up with the idea?

During my four-year stint living in London, I traveled to cities all across Europe packing in as many experiences as possible wherever I went.

When I got back to my home town in Sydney I thought how absurd it was that you make such a huge effort to experience new things in a foreign city and don’t do the same at home.

I wanted to create something for Sydneysiders that would let them get the most out of their home town.  I also wanted to give visitors a local’s guide to the best of our city.

Q) What’s the number one piece of advice you could give other women thinking of starting an online business?

The online business world is still relatively young, thriving with new technologies being introduced each day, so surround yourself with super clever industry people that you can trust.

“Be as nimble as you can to really understand how the online world works, and keep an eye on the future – what’s coming up next.”

Q) What was the toughest part about getting up and running?

In the early days I was running on pure enthusiasm; looking back I may have been blinded to how tough it was to launch a daily lifestyle email – a really new concept here in Australia.  But I would say getting comfortable with the content management system was the first early challenge.

The CMS is also a big investment decision that can lock you in for some time. My background is in communications so understanding all the technical components was a big leap.

Q) Do you have any advice about how to get people to sign up to your email list?

Around two-thirds of our new sign ups are via word of mouth, and I’m a true believer of premium content – if you show a respect for your reader’s time they’ll keep coming back for more, importantly they’ll tell their friends, and those will tell their friends, so start with a promise and make sure you deliver.

“Around two-thirds of our new sign ups are via word of mouth, and I’m a true believer of premium content”

More recently we’ve paid more attention to promotion-based incentives (you’ll need a trade promotion license). Simple things like having refer a friend links in existing emails also work.

Thanks to some good advice, connecting via social media has been key since we launched and it’s worked for us. Use Twitter and Facebook to offer customised promotions to those readers.

Before twitter became mainstream in Australia this April; we knew a lot of early adopters, creative and techie-types like using Twitter, so we would sometimes leak exclusives or invitations here first.

“Find the forums your potential subscribers are congregating in and give them a good reason to join up.”

We’ve now just launched the first lifestyle dedicated iPhone app for Sydney.  Keep innovating and researching so you know which are the important touch points.

Q) What are the three most important factors to running a successful online business?

This question made me think about whether it would be different for a successful business – online or off line.  I think I’d still answer it the same.

Belief & Passion – Passion inspires others to get on board, keep you moving in the right direction and get you through the harder times. It’s the best source of human renewable energy. Believe in yourself and don’t waste energy doubting what you can do; research, do it first and doubt later if you need to.

People – the clever, competent, fun to grow with ones.

Product - whatever it is, make it invaluable to your target audience.

Q) What’s the wildest success story you can imagine for Daily Addict’s future?

Daily Addict is known as the ultimate insider’s lifestyle guide. We’re in major cities giving people early access to experiences and events that they would normally never have come across, they are inspired to attend or be informed, and that makes people’s lives richer.

Thanks Carrie! Be sure to check out Daily Addict.

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Filed under: Inspiration, Interviews