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          <span class="preheader" style="color: transparent; display: none; height: 0; max-height: 0; max-width: 0; opacity: 0; overflow: hidden; mso-hide: all; visibility: hidden; width: 0;">
           PLUS: Victoria’s Secret’s makeover.
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                  June 21, 2021
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                   We know Father’s Day was yesterday… but it’s never too late for a good dad joke: “What do you call a cheese that isn't yours? Nacho cheese!”
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               The big idea
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                <img alt="Shopify logo" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fshopify_logo.gif/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1lvI9Y:f67gbkIw39Aqz0VIVL60x-bc3fqqFoe5gO2zOzi85as" style="height: auto; width: 100%; max-width: 600px;" width="600"/>
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                How Shopify became a payments company
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               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                What is Shopify?
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                Your 1st guess might be “ecommerce platform.”
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                While that answer is not wrong, it is also incomplete. Over the past few years, Shopify has increasingly morphed into a payments company.
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               <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; padding-top: 8px; margin: 0px;">
                <strong>
                 Shopify was launched in 2006...
                </strong>
               </h4>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                … and for the 1st decade of its life was primarily known for its Subscription Solutions, which let you create an online store in a few clicks.
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                In 2013, the software firm launched Shopify Payments -- an easy checkout solution for merchants. The fee on a
                <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
                 basic plan
                </a>
                is 2.9% and 30 cents per transaction.
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               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                While a small business at launch, the payments business has grown significantly, per tech analyst
                <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
                 Ben Thompson
                </a>
                :
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                 <strong>
                  2015:
                 </strong>
                 In the year Shopify went public, revenue from Subscription ($67m) was nearly 2x Payments ($38m)
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 <strong>
                  2020:
                 </strong>
                 Last year, the results flipped: revenue from Payments ($2B) was nearly 2x Subscription ($909m)
                </li>
               </ul>
               <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; padding-top: 8px; margin: 0px;">
                <strong>
                 Last week the $183B Canadian firm…
                </strong>
               </h4>
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                …
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                 announced
                </a>
                that its payments business -- now known as Shop Pay -- will be available to users who sell on Facebook or Google properties starting this summer.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                Crucially, these sellers don’t have to be existing subscribers to Shopify’s platform.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                Shopify -- which “powers nearly 10% of ecommerce in the US” -- says Shop Pay is 70% faster than other checkout options.
               </p>
               <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; padding-top: 8px; margin: 0px;">
                <strong>
                 Facebook, Google, and Shopify are taking on…
                </strong>
               </h4>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                … a small company named Amazon. Thompson calls their cooperation “The Anti-Amazon Alliance.”
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                While Jeff Bezos’ baby is trying to centralize all ecommerce activity, Shopify’s goal is to give any merchant a chance to compete (or to “arm the rebels” in company slang).
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                Shopify says
                <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
                 1.7m
                </a>
                businesses already use its product. By opening Shop Pay up to Facebook and Google, millions more can join the ranks.
               </p>
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               SNIPPETS
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                 Prime Day -- Amazon’s shopping extravaganza --
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                starts today and ends tomorrow. Per
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                  CNBC
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                , Prime Day sales are expected to surpass $7B, with 2m+ items on discount.
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                 When will business travel come back?
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                The CEO of Hyatt Hotels thinks it will be
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                FAANG stocks -- Facebook, Amazon, Apple, Netflix, Google -- have risen together in recent years. In
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               Bring Sexy Back to 2021
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                <img alt="models" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fvs.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1lvI9Y:f67gbkIw39Aqz0VIVL60x-bc3fqqFoe5gO2zOzi85as" style="height: auto; width: 100%; max-width: 600px;" width="600"/>
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                The new faces of Victoria’s Secret (Source: Yahoo Finance / Victoria’s Secret)
               </p>
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               <h2 style="font-size: 22px; line-height: 26px; font-weight: bold; margin: 10px 0px 5px;">
                Victoria’s Secret trades its Angels for a more inclusive ‘Collective’
               </h2>
              </td>
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             <tr>
              <td class="h2020 ignore-defaults" style="padding: 5px 0px 0px;">
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                Victoria’s Secret is a brand in desperate need of a pushup.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                According to
                <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
                 <em>
                  The New York Times
                 </em>
                </a>
                , Martin Waters -- the lingerie brand’s CEO -- believes the scantily clad Angels are no longer “culturally relevant.”
               </p>
               <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; padding-top: 8px; margin: 0px;">
                <strong>
                 The old Victoria’s Secret is being replaced...
                </strong>
               </h4>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                … with a more inclusive “VS Collective,” with 7 notable women becoming the face for the brand:
               </p>
               <ul style="font-size: 16px; line-height: 20px; padding-bottom: 10px; padding-left: 12px; margin: 0;">
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 Actress Priyanka Chopra Jonas
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 Soccer player Megan Rapinoe
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 Freestyle skier and future Olympian Eileen Gu
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 Model Paloma Elsesser
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 Model Adut Akech
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 Photographer Amanda de Cadenet
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 Valentina Sampaio, who
                 <a style="color: #d62829; text-decoration: none;">
                  became
                 </a>
                 Sports Illustrated’s 1st trans model in 2020
                </li>
               </ul>
               <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; padding-top: 8px; margin: 0px;">
                <strong>
                 Once the undisputed champ of the lingerie market…
                </strong>
               </h4>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                … Victoria’s Secret’s market share dropped from ~80% in 2016 to 65% in 2019. Why? Consumers now
                <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
                 prefer
                </a>
                more body-positive and inclusive brands, comfort over pushup bras, and
                <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
                 athleisure
                </a>
                .
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                In 2010, 10m viewers watched VS’s annual fashion show -- a spectacle of models in angel wings and bejeweled bras. In 2018, only
                <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
                 3m
                </a>
                watched and it was canceled the following
                <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
                 year
                </a>
                .
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                The VS Collective and the company’s intention to expand sportswear options may help, but it’ll still have to compete with…
               </p>
               <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; padding-top: 8px; margin: 0px;">
                <strong>
                 … the underwear up-and-comers
                </strong>
               </h4>
               <ul style="font-size: 16px; line-height: 20px; padding-bottom: 10px; padding-left: 12px; margin: 0;">
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 <strong>
                  American Eagle Outfitters’ Aerie
                 </strong>
                 ditches photoshop and embraces body positivity. Sales have
                 <a style="color: #d62829; text-decoration: none;">
                  grown
                 </a>
                 by double-digits every quarter for 6 years.
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 <strong>
                  Rihanna’s Savage X Fenty
                 </strong>
                 hit a
                 <a style="color: #d62829; text-decoration: none;">
                  $1B
                 </a>
                 valuation earlier this year and saw 200%+ sales growth last year.
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 <strong>
                  Gender-inclusive Les Girls Les Boys
                 </strong>
                 saw
                 <a style="color: #d62829; text-decoration: none;">
                  400%
                 </a>
                 YoY sales growth in 2020.
                </li>
               </ul>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                Fun fact: Victoria’s Secret’s “Red Hot Fantasy Bra”
                <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
                 contained
                </a>
                1.3k gemstones and was valued at $15m. It’s probably not very comfortable, though.
               </p>
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               Free Resource
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               <h2 style="font-size: 20px; font-weight: 800; letter-spacing: 0px; line-height: 24px; margin: 20px 0 0px;">
                <strong>
                 Here’s the best 2021 State of Marketing report
                </strong>
               </h2>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                This is marketing under the microscope. Forty-five pages of delicious data gathered from 1.5k+ marketers worldwide.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                This
                <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
                 free report
                </a>
                hits the major keys of digital marketing: social media, email, video, content marketing, SEO, customer research, and more.
               </p>
               <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; padding-top: 8px; margin: 0px;">
                <strong>
                 We bestow these free, hot-diggity insights upon you
                </strong>
               </h4>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                HubSpot, Litmus, and Wistia worked together on this trends analysis to help small- and medium-sized businesses win.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                This goes behind the scenes and then some. It tells you what’s in, what the best are doing, and top takeaways from the wild world of 2020 to help you craft better marketing strategies today.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                Do your due diligence and skim this report.
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              <td style="color: #D62829; font-size: 16px; font-weight: bold; letter-spacing: 1.5px; text-transform: uppercase; padding: 0px 0px 10px;">
               By the Numbers
              </td>
             </tr>
             <tr>
              <td style="padding: 0 0 6px;">
               <a style="color: #d62829; text-decoration: none;">
                <img alt="hybrid work preferences stats" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fhybrid_work.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1lvI9Y:f67gbkIw39Aqz0VIVL60x-bc3fqqFoe5gO2zOzi85as" style="height: auto; width: 100%; max-width: 600px;" width="600"/>
               </a>
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               <p style="font-family: Helvetica, sans-serif; color: #5f696c; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 10px;">
                Source: Microsoft Work Trend Index Survey
               </p>
              </td>
             </tr>
             <tr>
              <td>
               <h2 style="font-size: 22px; line-height: 26px; font-weight: bold; margin: 10px 0px 5px;">
                Digits: Erasing student debt, Amazon’s Black Business Accelerator, and shrooms
               </h2>
              </td>
             </tr>
             <tr>
              <td class="h2020 ignore-defaults" style="padding: 5px 0px 0px;">
               <ul style="font-size: 16px; line-height: 20px; padding-bottom: 10px; padding-left: 12px; margin: 0;">
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 One year after antitrust regulators blocked their merger with Cengage,
                 <strong>
                  McGraw Hill, America’s 3rd largest textbook publisher
                 </strong>
                 , will be
                 <a style="color: #d62829; text-decoration: none;">
                  acquired
                 </a>
                 by Platinum Equity for $4.5B (roughly the cost of 3 college textbooks).
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 Speaking of college, the Department of Education
                 <a style="color: #d62829; text-decoration: none;">
                  <strong>
                   erased $500m+ in student loan debt
                  </strong>
                 </a>
                 owed to ITT Technical Institute after 18k former students claimed fraud.
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 Microsoft surveyed
                 <strong>
                  30k+ people in 31 countries to surface
                 </strong>
                 <a style="color: #d62829; text-decoration: none;">
                  <strong>
                   7 key work trends for 2021
                  </strong>
                 </a>
                 . Shocking: 41% of employees are thinking of leaving their employers.
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 <a style="color: #d62829; text-decoration: none;">
                  ATAI Life Sciences
                 </a>
                 became the
                 <strong>
                  3rd psychedelic company listed on the NASDAQ
                 </strong>
                 , alongside Compass Pathways and MindMed.
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 Amazon
                 <a style="color: #d62829; text-decoration: none;">
                  committed
                 </a>
                 <strong>
                  $150m to support Black-owned businesses through its new Black Business Accelerator
                 </strong>
                 , which includes startup and advertising credits, free product photography, and $10k cash grants. Applications open
                 <a style="color: #d62829; text-decoration: none;">
                  July 1
                 </a>
                 .
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 <a style="color: #d62829; text-decoration: none;">
                  Tennessee
                 </a>
                 has 50k+ people collecting unemployment.
                 <strong>
                  The state’s job board has 250k+ postings
                 </strong>
                 , but only 3% show a salary of $20k+.
                </li>
               </ul>
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                    <img alt="Send as email to a friend" height="30" src="https://inboxflows.com/_/image/https%253A%252F%252Fsailthru-media.s3.amazonaws.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Femail.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZzYWlsdGhydS1tZSJ9:1lvI9Y:z45riIg8cTWTg9BbuzHVcx1TCUNbll1k1HoPJFd3yLg" width="30"/>
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                   <a data-tags="share site" style="text-decoration: none; white-space: nowrap; color: #d62829; padding: 0 8px;">
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               Founding story of the day
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              <td align="center" style="text-align: center; padding: 0 0 6px;">
               <img alt="Snow Devil screenshot" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252FSnowDevil.jpeg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1lvI9Y:f67gbkIw39Aqz0VIVL60x-bc3fqqFoe5gO2zOzi85as" style="height: auto; width: 100%; max-width: 600px;" width="600"/>
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               <p style="font-family: Helvetica, sans-serif; color: #5f696c; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 10px;">
                The Snow Devil website (Source: Product Habits)
               </p>
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             <tr>
              <td class="h2020 ignore-defaults" style="padding: 5px 0px 0px;">
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                <strong>
                 Shopify’s origin story is definitely unique in tech lore.
                </strong>
                Shopify CEO and co-founder Tobias Lütke launched an online snowboard shop in 2004, called Snow Devil.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                According to
                <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
                 <em>
                  Product Habits
                 </em>
                </a>
                , the German-Canadian software engineer built the original store on Yahoo Stores.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                In an absolute shock to no one, Yahoo’s product sucked.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                Lütke realized he had to build a custom solution for Snow Devil to integrate payments, inventory, and a decent UX together.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                The tooling he put together for Snow Devil was repackaged and launched as an ecommerce platform called Shopify in 2006.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                In that 1st year, the software did $8k a month ($96k annualized). In 2020, Shopify’s revenue was
                <a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
                 $2.9B
                </a>
                .
               </p>
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                  SHARE THE HUSTLE
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