Why your last launch didn't sell the way you planned.
Months of work. The stock landed, the team pushed it everywhere, the ads went up. Launch week looked good. Then sales slipped back to where they were before, and the next launch starts from scratch again.
For you if you sell DTC, you launch new products, and the next one is in the coming six months.
What it costs you, every single time.
Launch day is a spend spike.
The product goes live and the ads go up. Every order is bought at full acquisition cost, so the launch eats the margin it was meant to make.
A discount feels like the only way to make it sell.
When nobody is waiting, the offer has to do all the work. So you give away margin to buy orders you could have had at full price.
Your customers hear about it last.
The people most likely to buy find out with everyone else, from the same ad. The cheapest orders you'll ever take arrive late, or not at all.
Nobody looks back afterwards.
Sales drop, the team moves on, and nothing is learned. So the next launch starts from zero again.
Your next launches can have buyers waiting on launch day. Every time.
The fix is the order you do things in. Same team, same budget.
Two pages. One system you can run every launch.
- 1
The four steps, in order
From the weeks before the stock lands to the day paid widens the reach. The order is the point.
- 2
What's broken in your launches
Six questions on your last launch. Two minutes, and you know exactly where it lost the sales.
- 3
The system behind one brand's biggest launch
What changed, what happened when people were already waiting, and how many came back for a second order.
Giovanna Fiume
Founder · SHINE Strategy Co
I partner with consumer brand founders to grow their DTC channel profitably, from the customers and traffic they already have, so the business stops running through them.
Before SHINESwarovski · Cartier · HelloFresh · Dermalogica · Beam Suntory · Reckitt
Because if the business grows but you burn out, to me, the strategy has failed.
Your next launch can start with buyers already waiting.
Get the system before you set the date.
Send me the system