In December 2022 Dashing Diva launched “The Diva Life” MLM alternative.
In January 2023 Dashing Diva introduced it had determined “to not transfer ahead with The Diva Life program”.
Right here’s what occurred.
I’m not going to faux like I’m even remotely acquainted with Dashing Diva, however apparently it has a little bit of a cult buyer following.
SimilarWeb tracked 2.22 million visits to Dashing Diva’s web site in November 2022. In December 2022 that sunk to 1.1 million, roughly in step with October 2022.
96% of Dashing Diva’s web site visitors originates from the US.
As per Dashing Diva’s web site;
In 2003, Dashing Diva was born to create the last word salon expertise with hygiene on the forefront and made it an “instagrammable” second earlier than Instagram was even a factor.
Over time, we needed to deliver the salon expertise to you so we launched Dashingdiva.com.
As we speak, we make it enjoyable and straightforward to get present stopping manicures on the consolation of your personal dwelling.
With patented strain delicate adhesives and over a thousand designs to select from, we mix innovation and magnificence with the newest applied sciences in nail.
Dashing Diva began out as KMC Exim in 1998. The corporate was based by CEO John Chang in Port Washington, New York.
As I perceive it, The Diva Life division was headed up by current company recruit Scott Halversen.
Following intense backlash from their clients, on January eleventh Dashing Diva tried to reassure them The Diva Life wouldn’t influence common retail operations.
The backlash nonetheless continued, prompting Dashing Diva to submit a comply with up company response on January 14th.
I don’t know what went on behind the scenes at Dashing Diva over the subsequent few days, however issues appear to have escalated internally.
The saga climaxed on January seventeenth, culminating with this e-mail despatched out to Dashing Diva’s whole buyer base:
The blogger Halversen referenced is Tasha @ Making Managing Cash. Tasha has since posted emails between herself and Halversen main as much as the January seventeenth public e-mail.
No matter Halversen’s intentions, his e-mail solely added gasoline to the fiery buyer backlash.
Inside 24 hours of Halversen’s public e-mail going out, Dashing Diva introduced it had terminated its MLM alternative.
Correspondence between Dashing Diva and its customer-base suggests Halversen was fired inside 24 hours of sending out the general public e-mail.
No matter whether or not The Diva Life’s compensation plan was arrange as a pyramid scheme or not, I believe there’s an vital lesson right here in the way to talk along with your clients.
Loyal clients might be loud, and for those who as an organization do one thing they don’t like, you’re in all probability going to listen to about it.
Dashing Diva did come to the suitable choice by their clients finally. Maybe nonetheless they might have accomplished higher by placing feelers out with their clients prior to asserting The Diva Life.
This gained’t essentially work with each firm pondering of going MLM. However for those who’ve cultivated as shut a following as Dashing Diva appears to have, it’s in all probability a good suggestion.
And this goes for any employment actually; Should you’re a brand new rent to an organization with a longtime retail buyer base, learn the room earlier than you determine to go nuclear.
I spent the vast majority of the weekend taking a look at each touch upon IG and every account and I might say in a common method that 40% are intentional feedback from rivals who’re threatened by our product and chosen path of selling. 30% extra are bots designed to comply with and development these feedback.
Fairly nefarious stuff but it surely’s the fact of social media.
20% are social influencers who’re threatened by our enterprise mannequin as a result of they know their foreign money to transform followers into gross sales shouldn’t be almost pretty much as good as your skill.
The remaining 10% are both simply plain ignorant or sad in life and so they simply can’t be helped.
Whereas I can’t say for positive, I might say in a common method the above paragraphs are in all probability what did Halversen in – and The Diva Life within the course of.
