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^ What a lovely new image to start our newsletters, right?

Whether you are a veteran to these, or part of the new wave, it is worth sharing a side-by-side:

Shout-out to Emily, our amazing designer, for giving that jaguar some life.

OK, let's get started.

The Eleventh Hour

Eleven James, an online rental shop for luxury watches, is now secondhand news with their recent shutdown. We promise. Try going to their website: www.elevenjames.com

For those unfamiliar with Eleven James, they launched quite the business model a few years ago: a monthly subscription for rotating access to the most expensive men's and women's wristwatches on the market.
Let's rewind and look at their TechCrunch reveal. It appears founder Randy Brandoff had ambitious ideas around algorithm matching, trade-in services, person concierges, and a bunch of comments about how this is not another rental service (it is?).

Was Eleven James ahead of its time? Looks like it. Fast-forward to August 2018 and the company's main line of credit has been pulled, and this is after claims of "thousands of subscribed members" and over $40 million in funding. And now the remaining team members are left scrambling to retrieve all those rented luxuries. 

Alright, so why did this happen. 

As we all witness the Rent The World experiment in which businesses attempt to lease every facet of everyday life, some themes are starting to appear. An important one is that consumers long for a certain percentage of ownership. And when expert craftsmanship gets involved the pendulum swings even heavier in ownership's direction. A Swiss watch, a hand-crafted canoe, a grandfather clock....these type of items evoke real pride and care-taking that surpass short-term reasoning. 

As for businesses tackling lower value items, it is less obvious to why some models haven't caught on. Whether this is due to a subconscious desire for consistency, or the fear of too much of one's life to be fleeting, only time will tell. 

Building Blocks

We have added two more channels to provide the best experience and community possible: 

1. Blog | The Growth Papers
A home for our analysis and opinions on a variety of topics: marketing tactics, up-and-coming eCommerce companies, Yaguara updates, industry trends, etc. 
p.s. first blog post is live

2. Webinars | The Growth Talks
Live weekly sessions covering the Yaguara product, growth planning, and rotating use-cases.
p.s. every Wednesday at 11 AM MST

The Hunt

A section dedicated to relevant news, blogs, tips, and tricks we believe you would enjoy

How J.Crew Is Dipping Into Amazon's Waters via PYMNTS

Proof, one of the best eCommerce plug-ins you'll find

Calculate and Improve Your Ecommerce Abandonment Rate via CrazyEgg

How Wharton Launched Warby Parker--And Dozens of Other Companies Just Like It via Inc.

CLICKS vs. BRICKS Vol. 37 ft. J.Crew and Burrow via Jeffries

Hello again. We are building the best growth management platform for eCommerce companies. Real-time data. Smart recommendations. Full company alignment.

So stick with us. We're working hard.

Have a great rest of the week. 

- The Yaguara Team

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Yaguara · 2420 17th St · Denver, CO 80202 · USA

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