Floga · B2C · yoga sequencing app
Email your existing list for 5 weeks, building curiosity, before revealing the app
Launch day brought in $117K; no split by channel
Workedemailpr-launchcontent
What they did
Pre-launch ran about 1 month and 1 week to the PlayPauseBe customer list. Email 1: storytelling, reveal nothing, create interest. Email 2: more story, reveal a bit, show the physical product pushed to the back with something new in front so readers can't tell if it's another physical product. Next: unveil what was 'behind the red curtain', show the app, explain briefly why, and link to a video of Umberto presenting it. Toward launch: explain how the limited lifetime deals work. Never reveal the price before launch day so people judge features and vision, not price. Built the content buffer (emails, graphics, videos, landing page, ad creatives) before any promotion. The most representative emails were later published as blog posts.
What happened
Launch produced $117K by end of day
- Stage
- pre-launch
- Effort
- About 5 weeks of emails plus video, landing page and creatives
This shipped together with other changes, so the result can't be credited to this alone.
“The pre-launch lasted for about a month and 1 week.”
“Here, we create a bit of um confusion towards our our users, the our existing list, meaning that we put our physical product on the back and then something in front which they they can suspect is is another physical product or something completely different, so we create a lot of curiosity.”
“And another thing, I never ever show the price of a product before the the day of launch, because otherwise people are going to make the personal decision based on price.”
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More from this episode
- Floga: Sell lifetime access to the unfinished app, no refunds, before subscriptions open$117K by the end of launch day from 500-600 early buyers
- Floga: Offer three lifetime prices ($109, $199, $349) so the top one looks worth itPart of $117K on launch day; no split by tier given
- Floga: Limit lifetime deals to a set number of spots and 5-7 daysFounder says it cut procrastination and worked very well; no numbers
- Floga: Put all lifetime buyers in a Telegram group to collect bug reports and ideasFounder says it brought enormous value; many later features came from it
- Floga: Ask 5-10 existing customers about the problem without saying why you're askingFounder says it gave really good, unbiased feedback
- Floga: Run lead-gen ads before launch to reach people who never heard of you
- PlayPauseBe: Launch your first yoga card deck on KickstarterOver $200K in the first month
- Starter Story: Send deal email sequences around Black Friday and year-endHosts say it's worth it; no numbers