With the democratisation of the internet, a new class of startups emerged: first generation of “direct-to-consumer” (DTC) companies. Today, many of those businesses are looking less viable than they once were. Many things have changed, and what has worked in the past almost certainly won’t work in the future. The path forward must include both a return to management fundamentals and a move beyond the existing DTC playbook to incorporate the learnings of the last decade.

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Reinventing the Direct-to-Consumer business model