She Built a 10,000-Person Waitlist Using This Organic Strategy with Experiment Cofounder Lisa Guerrera
Lisa Guerrera is making science cool with Experiment Beauty. As a chemist, she partnered up with her co-founder Emmy (another chemist) to bring the next gen of science-backed brands.
After making a viral first product (iykyk), they’ve grown 10x year-over-year—mostly through organic marketing that you can copy and paste into your biz. Read on to see how they’re doing it.
They launched the biz with $8,500 pulled together from their savings. Experiment’s first product was their iconic bright green reusable sheet mask. Beyond being a super recognizable and viral product, they launched the mask because it was so much cheaper than launching with a skincare product.
At launch they didn’t spend any money on paid ads, but instead leveraged the skincare community Lisa had built on TikTok. She sent a ton of her influencer friends the product and it started to pick up traction. In six months they sold out of their first 1500 masks, making about $30k in revenue.
Selling out of the masks gave Lisa confidence in moving forward with the biz. From there they went on to raise money and started working on new products. In the first year after their re-launch they did $150k in revenue. This year they’re on track to do $1.5M.
Their waitlist launch process for new products is super unique and has been able to get them a ton of traction.
“Waitlists are the number one reason we've been able to build fast momentum on product launches.”
Want to copy and paste Lisa‘s waitlist launch strategy into your biz? Read on for the step-by-step.
First they create a waitlist and go live with marketing driving to the page. They also offer incentives like free shipping or discounts for signing up.
Then when the product is ready they send out an email blast to the list allowing them to purchase, and usually around 20% of people on the list do. They‘ve had as many as 10,000 people on a waitlist!
So what‘s getting people to sign up for the waitlist? Experiment sends influencers product samples and gets them super bought-in early. They have an affiliate program for creators through Shopmy where they offer a 20% commission. It‘s a big cut to share, but Lisa says it‘s working really well for them.
