This case study looks at how one ecommerce entrepreneur explored new sales channels, and took revenues from $8K to $96K per month.
Case study summary
• Small raw juice company finds social media promotion not getting enough reach
• Rebrands product to fit ‘juicing’ craze and examines new sales channels to improve reach
• Testing shows deal sites get best ROI
• Intense focus on deal sites boosts sales by a massive 1100% in just 2 months
The challenge
Raw Generation, a raw juice company based in Middletown, New Jersey. The entrepreneur behind it is 30-year-old Jessica Geier, a certified health coach.
Jessica started Raw Generation in 2012 with her dad, Bill. After initial struggles, she experimented with new sales channels. Raw Generation makes drinking raw, unpasteurized juice from fresh fruits and vegetables more convenient.
The solution
The firm decided early on that I would focus on the marketing and he would focus on developing the production end of the business. Initially they promoted through social media, but this didin’t get enough interest.
Six months after launched the firm rebranded. The product was rebranded to cater for the new craze in ‘juice cleansing’.
After extensive testing in a short period, the firm partnered with a deals site Lifebooker, promoting heavily to its customer base to encourage repeat business.
The results
The rebrand and refocus on deal sites paid off big time, taking revenues from $8,000 in May, 2013 to $96,000 in July, 2013.
Jessica Geier said: “My biggest challenge is splitting my time between the money making activities and everything else that begs for my attention throughout the day, week, month, year. When you first start out, and even a couple of years in, you are wearing many hats and it’s important to give the money making activities priority over all of the other stuff.
“Most of the stuff we do during a day doesn’t add up to dollars and cents in the bank. It is important to figure out what are the tasks and projects and who are the people you need to reach out to in order to generate sales. Without cash coming in it doesn’t matter what your plans are. Cash makes lots of problems disappear.”
