How Fuud Found Subscription Success with LemonStand
“As a new business, it’s hard for us to foresee what functionality we require before we need it. But we’ve never encountered a negative response from LemonStand in terms of “No that’s not possible”. There's always been a receptivity and a resilience in the system, and we’ve always been able to implement new possibilities because of it.” - Thomas Buchan, Founder at Fuud
Fuud needed a sophisticated subscription platform to allow their new meal delivery kit service to go off without a hitch. With chef-curated recipes and locally-sourced ingredients, they wanted a site that was going to showcase the quality of their service, and be as functional as it was beautiful.
Initially, Fuud went about exploring options like WordPress with WooCommerce, but discovered a hard requirement: they needed some sort of subscription functionality that was native to the platform. They didn’t want the added complexity of add-ons and adding developers along the way. They figured it would save startup cost to adopt a solution from the get-go and allow them to verify the whole model. And it did.
Their needs were complex, however. They wanted to give their customers as much control over their meal plans as possible, and a platform that would grow with them, not one that they’d grow out of. Below we’ll outline how they used LemonStand to create a unique workflow for their business, and benefited immediately from the platform, and the high-touch support they received.
Fuud delivers easy to prepare recipe kits to busy people who want to rediscover the joy of cooking.
- Customer Since: 2016
- Industry: Meal kit subscription and delivery
- Location: Vancouver, BC, Canada
- Previous eCommerce Solution: BigCommerce
- eCommerce Solutions Evaluated: WooCommerce, BigCommerce, Shopify
The Jibe is a growth-driven eCommerce agency in Vancouver delivering exceptional value through user-centric experience.
- LemonStand Partner Since: 2015
- Location: Vancouver, Canada
Fuud evaluated a series of subscription platforms, including BigCommerce and WooCommerce, and looked closely at the flexibility of each. They heard about LemonStand through word of mouth, did some research and set up a trial, knowing that LemonStand had native subscription-base support. We put them in touch with local Vancouver agency The Jibe.
Thomas and Ben outlined their primary reasons for choosing LemonStand as:
- Ability to offer a customizable subscription experience that was self-service in nature and allowed customers to change subscription meal plans, including meal plan size, and recipes.
- Extremely flexible theming engine enabling a completely craftful and beautiful buying experience in keeping with Fuud’s brand.
- Customized checkout process to make meal selection as easy possible for customers.
- Easy to use merchandising, inventory and order management for non-technical backend users.
- High touch support for subscription use cases.
How They Did It
Advanced Subscription Configuration
Fuud used LemonStand Product Types to define two classes of products: /meal plans/ and /recipes/. A Fuud “subscription box” consists of a single meal plan product, multiple recipe products and a billing plan.
Each meal plan product comes in several variants that define the number of meals (recipes) and price for the subscription box. Recipes are linked to meal plans using LemonStand’s Related Products feature.
A billing plan sets the schedule for charging the customer. Fuud implements a weekly schedule with a unified billing date, which means all customers are charged on the same day regardless of the signup date.
Customized Signup Flow
Fuud wanted a customized signup flow that would make it easy for new subscribers to select and purchase their meal subscription. In the subscription signup flow, the customer simply chooses a meal plan variant and a number of recipes and all products along with the billing plan get added to the cart in the background.
Self-service Subscription Editing
The LemonStand platform allowed Fuud to build a completely self-service subscription editing feature wherein customers can:
- Pause and activate subscriptions
- Change subscription meal plans, including meal plan size, and recipe selections for their upcoming delivery
- Modify billing information and stored credit card
- Modify shipping address and delivery day
Fuud launched with LemonStand in November, 2016. They began with a heavy focus on operations and order fulfilment. Their initial launch campaign was bootstrapped and relied on word of mouth through their personal and professional networks. The initial response was very positive and they saw a flurry of early adopters to their service sign up in November.
With their operations and order fulfillment in good shape with the support of their early adopters, Fuud started working with LemonStand’s Premium plan services team to improve website and features, and began focussing on SEO optimization and driving more traffic to the site.
In the 3 months since November, Fuud has seen amazing growth:
- The number of active subscribers has grown by over 240%
- Monthly orders have spiked by over 325%
- Average order size has increased by over 10%
- Monthly revenue has grown by over 370%
Those are exciting numbers for just a few months of activity, but the great thing about Fuud’s business is that they’re growing a base of subscribers who reorder every week. The subscription business model helps give them a predictable stream of recurring revenue that they can focus on building on going forward.
As to their plans, Fuud will continue to focus on search engine optimization, content marketing and other efforts to drive traffic and conversions over the coming months. With the help of LemonStand’s Premium services team, Fuud plans to make their site more user-friendly and appetizing (pun intended), which they have already proven can translate to higher conversion and retention rate.
“LemonStand’s product and team has helped us quickly launch and scale our business up. We first thought we would have to spend a lot of time and money to build a completely custom system because of our unique needs. LemonStand was the only eCommerce solution we could find that gave us the flexibility to achieve our goals without needing to build everything from scratch.” - Thomas Buchan, Founder at Fuud
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LemonStand Terms & Conditions
LemonStand eCommerce Inc. ("LemonStand") provides a collection of tools and resources to manage an online store, process orders and sell products online and related professional and other services (collectively, the "Services"). The following are the terms and conditions for use of the Services (the Terms), along with any amendments thereto and any operating rules or policies that may be published from time to time by LemonStand.
1. Services and Support
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8.5 This Agreement shall be governed by the laws of the Province of British Columbia in Canada without regard to its conflict of laws provisions.
8.6 We reserve the right to modify our pricing and we will notify you by email when this occurs.
9. Payment and Renewal of Service
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9.14 Export Control Violations. The exportation of encryption software outside of Canada and/or violations of Canadian law relating to the exportation of software is prohibited. Customer may not export or transfer, directly or indirectly, any regulated product or information to anyone outside Canada without complying with all applicable statues, codes, ordnances, regulations, and rules imposed by Canadian federal, state or local law, or by any other applicable law.
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9.16 Other Illegal Activities. The use of the Services to engage in any activity that is determined by LemonStand, in its sole and absolute discretion, to be illegal is prohibited. Such illegal activities include, but are not limited to, storing, posting, displaying, transmitting, selling or otherwise making available ponzi or pyramid schemes, fraudulently charging credit cards or displaying credit card information of third parties without their consent, and failure to comply with applicable online privacy laws. LemonStand will cooperate fully with appropriate law enforcement agencies in connection with any and all illegal activities occurring on or through the Services.
9.17 Backup Storage. LemonStand offers its Services to host ecommerce web sites, not to store data. Using an account as an online storage space for archiving electronic files is prohibited and will result in termination of Services without prior notice.
9.18 Other Activities. Engaging in any activity that, in LemonStand's sole and absolute discretion, disrupts, interferes with or is harmful to (or threatens to disrupt, interfere with, or be harmful to) the Services, LemonStand's business, operations, reputation, goodwill, Customers and/or Customer relations, or the ability of LemonStand's Customers to effectively use the Services is prohibited. Such prohibited activities include making available any program, product or service that is designed to or could be used to violate these Terms. In addition, the failure of Customer to cooperate with LemonStand in correcting or preventing violations of these Terms by, or that result from the activity of, a customer, patron, subscriber, invitee, visitor, or guest of the Customer constitutes a violation of these Terms by Customer.
9.19 COPYRIGHT NOTICE INFRINGEMENT INFORMATION. In accordance with the Digital Millennium Copyright Act, LemonStand has adopted a policy that provides for termination of websites hosted by LemonStand that are found to infringe on copyrights of third parties. If a copyright holder believes that there has been a violation of his or her copyright on a website that is hosted by LemonStand or an LemonStand subsidiary, and the copyright holder wants LemonStand to remove the website or disable the material in question, LemonStand will remove the website or disable the material if the copyright holder provides us with all of the following information.
A signature of a person authorized to act on behalf of the owner of the exclusive right that is allegedly infringed. Identification of the copyrighted work that is claimed is being infringed, or, in the case of claimed infringement of multiple copyrighted works, a representative list of such works.
Identification of the material that is claimed to be infringing or is the subject of infringing activity and that should be removed or access to which should be disabled, with information reasonably sufficient to permit us to locate the material.
Information reasonably sufficient to permit us to contact the person giving the notification, such as an address and telephone, and, if available, an electronic mail address at which such person may be contacted.
A statement that the person giving the notification has a good faith belief that use of the material in the manner complained of is not authorized by the copyright owner, its agent, or the law.
A statement that the information in the notification is accurate, and under penalty of perjury, that the person giving the notification is authorized to act on behalf of the owner of the exclusive right that is allegedly infringed.
9.20 Backups. For its own operational efficiencies and purposes, LemonStand from time to time backs up data on its servers, but is under no obligation or duty to Customer to do so under these Terms. IT IS SOLELY CUSTOMER'S DUTY AND RESPONSIBILITY TO BACKUP CUSTOMER'S FILES AND DATA ON LemonStand SERVERS, AND UNDER NO CIRCUMSTANCES WILL LemonStand BE LIABLE TO ANYONE FOR DAMAGES OF ANY KIND UNDER ANY LEGAL THEORY FOR LOSS OF CUSTOMER'S FILES AND/OR DATA ON ANY LemonStand SERVER.
9.21 Governing Law. These Terms shall be governed by the laws of the Province of British Columbia without reference to conflict of law principles. The United Nations Convention on the International Sale of Goods shall not apply and is hereby expressly excluded. By subscribing to or using any of the Services of LemonStand, Customer agrees that all disputes, if any, involving LemonStand shall be subject exclusively to the jurisdiction of the Province and Federal Courts within the Province of British Columbia; provided, further, that all action brought against LemonStand in Provincial Court must be brought in British Columbia, Canada. Customer hereby agrees that it is subject to the in personam jurisdiction of said courts for all purposes in connection with these Terms and/or in connection with any claim or dispute involving LemonStand. Customer hereby waives any and all objections that it has or might have, known or unknown, whether under British Columbia long arm statute or otherwise, to the existence of said in personam jurisdiction. Customer agrees that it has no right to and shall not file or otherwise bring a lawsuit against LemonStand outside the State of New South Wales; and, that Customer, if involved before a court in a lawsuit outside of the Province of British Columbia, shall be deemed to support and to stipulate to a motion made by LemonStand to dismiss said lawsuit with respect to LemonStand.
9.22 WARRANTY DISCLAIMER. YOU, THE CUSTOMER, ACKNOWLEDGE THAT THE SERVICES AND THE SOFTWARE ARE PROVIDED "AS IS, AS AVAILABLE" WITHOUT ANY WARRANTY OF ANY KIND. LEMONSTAND HEREBY DISCLAIMS ANY WARRANTY OR CONDITION WITH RESPECT TO THE QUALITY, PERFORMANCE OR FUNCTIONALITY OF THE SERVICES AND SOFTWARE, OR WITH RESPECT TO THE QUALITY OR ACCURACY OF ANY INFORMATION OBTAINED FROM OR AVAILABLE THROUGH USE OF THE SERVICES AND SOFTWARE, OR THAT THE SERVICES AND SOFTWARE WILL BE UNINTERRUPTED, ERROR-FREE OR FREE OF VIRUSES OR OTHER HARMFUL COMPONENTS. THE SERVICES AND SOFTWARE MAY CONTAIN ERRORS. NO ADVICE OR INFORMATION GIVEN BY LEMONSTAND OR LEMONSTAND'S REPRESENTATIVES INCLUDING, WITHOUT LIMITATION, CUSTOMER SUPPORT REPRESENTATIVES OR PROFESSIONAL CONSULTANTS, SHALL CREATE A WARRANTY. LEMONSTAND DISCLAIMS ALL WARRANTIES OR CONDITIONS, EXPRESS, IMPLIED OR STATUTORY INCLUDING, WITHOUT LIMITATION, WARRANTIES OR CONDITIONS OF QUIET ENJOYMENT AND NON-INFRINGEMENT AND ANY IMPLIED WARRANTIES OR CONDITIONS OF MERCHANTABILITY, TITLE, FITNESS FOR A PARTICULAR PURPOSE, MERCHANTABILITY OF COMPUTER PROGRAMS AND CONTENT. LEMONSTAND DOES NOT GUARANTEE THAT USERS WILL BE ABLE TO USE THE SERVICES AT TIMES OR LOCATIONS OF THEIR CHOOSING. LEMONSTAND DOES NOT WARRANT THAT THE SERVICES ARE COMPATIBLE WITH ANY THIRD PARTY SERVICE OR SOFTWARE, EVEN IF SUCH THIRD PARTY CLAIMS, REPRESENTS OR WARRANTS THAT SUCH SERVICE OR SOFTWARE IS COMPATIBLE WITH ANY SERVICES OF LEMONSTAND IN PARTICULAR.
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