Startup Guerillaville Delivers Online Discounts to Men

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Guerillaville, a members-only discount website, recently launched to provide exclusive offers for men shopping online. Guerillaville ( will feature discounts from high quality, handpicked businesses in the areas of activity, adventure, leisure and lifestyle.

Guerillaville, a members-only discount website for men, launched this week to deliver handpicked, exclusive offers to men shopping online. Now, men looking to receive exclusive offers on high quality products and experiences have a single source for offers that match their interests.

San Francisco based startup Guerillaville launched recently bringing members-only discounts to men shopping online. In a market seemingly flooded by deal websites, Guerillaville is looking to target an underserved group - men. The numbers seem to support this claim. Popular deal site Living Social reports that 70% of its subscriber base is female. Guerillaville founder Mike Shipley is placing a greater focus on men, by featuring high quality companies looking to reach a targeted male demographic. “We’re targeting an underserved group within the online market. As guys, we don’t really have one destination that brings everything together. In essence, this is what Guerillaville is attempting to accomplish.”

With companies such as Groupon and Living Social growing significantly in recent years, “daily deals” have become part of our national vocabulary. However, as these maturing companies struggle to balance rapid growth with substantial overhead costs, many have come to question the viability of the business model.

Serving markets on a local basis requires an army of sales personnel, not to mention the back office support staff required to schedule and service new deals every day. Furthermore, local markets have become saturated with competitors offering the same types of services. These are the very issues that Groupon is attempting to address in the midst of its current IPO road show as it looks to reassure investors that the market upside is far greater than the risk.

Meanwhile, startups such as Guerillaville ( are trying to address these broader concerns by changing the business model. With a focus on nationwide deals, Guerillaville is attempting to carve out a niche within this evolving market. “While researching the market, we discovered that most merchants were not very happy about their experiences with Groupon” says Shipley. “We found that in most all cases, quality is more important than quantity when it comes to customer acquisition. Mass discount sites like Groupon focus entirely on quantity.”

Solving this dilemma is not only at the heart of Guerillaville’s model, it’s also a major obstacle in establishing the viability of the daily deal business model. In order to justify steeply discounting products, merchants look to acquire quality customers. Quality in this sense means customers that will deliver repeat business and generate a positive return on the merchant’s investment. If the return is negative, merchants will stop participating, a response that many merchants have already taken.

Guerillaville hopes to give merchants a better option. Targeting the specific customers that merchants are looking to serve increases the chances that discounting will net quality customers. This approach is also more likely to yield relevant offers for website users. “No one likes getting emails about offers they really could care less about” says Shipley, “we’re trying ensure that each offer resonates with our user base.”

Time will tell what happens to mass discount sites such as Groupon, however smaller, nimbler startups such as Guerillaville are introducing fresh perspectives into an evolving market. The end result hopefully will be a better experience for everyone involved.

For more information on Guerillaville, visit them online at and use invite code “Deal” to register.

About Guerillaville
Guerillaville, a members-only source for exclusive online offers, provides access to handpicked products and experiences at discounted prices, (

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Mike Shipley
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