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Built In LA is excited to announce Quarterly as our March Startup of the Month. A quintessential LA company, Quarterly has a e-commerce subscription business model that closely intertwines with LA’s creativity and star power by providing curated care packages. There are about 50 curators on board who put together these gifts for Quarterly’s subscribers including musician Pharrell Williams, “Project Runway” judge Nina Garcia, Bill Nye "The Science Guy” and NFL player Andy Dalton.
Since founder Zach Frechette started the Hollywood-based company in 2011, Quarterly has grown to 11 employees - an expansion that was fueled by funding from investors like True Ventures and by acquiring a fellow Hollywood company, celebrity platform 12Society, last year. Built In LA caught up with Mark De Avila, who works directly with curators to ensure shipment and profitability, to hear how the team manages their growing list of curators and the online conversations that stem from the curated packages.
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How did you realize there was a need for Quarterly in the market?
As a founder of GOOD Magazine, Zach experienced, first-hand, the value people place on receiving beautiful physical items in the mail. Noticing a theme, Zach took a step back and recalled several of his own memories receiving care packages, gifts and other parcels throughout his youth. This lead to the formation of Quarterly and the firm belief there is a way for physical and digital to enhance each other in an increasingly converging world.
Nearly everyone carries a fond memory of something they’ve received in the mail. The anticipation that accompanies waiting for a package, the tactile nature of ripping open an envelope, or the joy of discovering new goodies under each layer of tissue paper is unparalleled.
In the age of digital relationships, we’re looking to bring back the pleasure of receiving great mail.
How do you bridge the gap between online and offline?
We believe the fun of receiving a parcel can actually be improved and celebrated by social media, as like-minded people can more easily find each other and connect over the experience. Each of our mailings arrives stamped with a hashtag—such as Bill Nye’s #NYE01, or Nina Garcia’s #NGQ02—that allows subscribers to continue the conversation online.
Can you give other LA startups that work with celebrities tips on how to start doing so?
Keeping in mind scalability, each case requires a certain level of individuality. Operating a business in this space provides the great fortune of interacting with a wide collection of talented, creative, and driven individuals. With such a diverse population, “one size fits all” will carry us much of the way and get curator buy-in. But our Curator Talent Managers take the time to understand and execute on each case's specific needs in order to drive most value for everyone involved with the shipment.
How do you find the best curators and make sure their packages are desirable?
We have a growing team of Curator Talent Managers who serve as the primary link between our curators and the packages customers receive in the mail. Our CTMs work closely with curators, leading product development and working within different aspects of our business to create an enjoyable experience for each customer.
Our Chief Revenue Officer Aron Levinson does a great job spearheading the addition of curators who are excited about the Quarterly platform, but the entire company is also encouraged to keep an eye out for additions they’d be excited to see. Existing curators are also an incredibly effective resource to grow our roster, as may be seen by their request of a “Potential Curator” form they can share with their colleagues and peers.
What goals are you hoping to achieve this year?
We are hoping to continue and build upon the growth we are experiencing. We are looking for more curators that we can share our platform with to enhance the fan experience.
