Entrepreneur’s Dilemma 3: Making the investment count…
The response to the pre-launch free sampling in August has been amazing. Several hundred people have ordered the first line of EpiRadiance Sunrise serum and cream samples (www.epilynx.com). In addition, despite not yet in the pre-launch phase for the samples of the next two lines EpiSilk Crystal and EpiLinkage Rejuvenation, we have gotten resourceful people pre-ordering these samples! Many of the pre-orders are return customers which makes us think they either like the EpiRadiance Sunrise line or they just like free samples :-). Hopefully it is the former!In any case, we are very pleased with this level of response for launching the samples in August. We know that much more needs to be done to convert the hundreds who are trying free samples into the thousands who love EpiLynx products that they become customers.The dilemma for any entrepreneur is utilization of limited resources including how best to make sure each investment in the customer counts. We are a small team, a few people who believe that EpiLynx, has a future and serves a need for customers. We are medical doctors, pharmacists and scientists who designed our product lines to be gluten-free, lectin-minimized and nut oil free. We also avoided using preservatives like phtalates and parabens which customers expressed concerns about. Our scientific research showed that there are alternatives to all these ingredients and components that we could use in developing our product lines. So, our initial resources and money went into research and development.We also had to find the type of packaging that conveyed the uniqueness of EpiLynx. From colors, fonts, words, pictures that convey our care for customers and what EpiLynx can do for them. This emotional connection to our customers has kept us grounded to their needs. We wrote recently about “Relevance” and how a visit to Disney World reaffirmed our belief in emotional connection (link). This upfront work to do all this was critical to be ready for launch and has to be done months in advance. So, we have to spend for this before we can sell.Lastly, we wanted to share with people we knew to get feedback. We got very positive feedback and lots of suggestions to make the whole experience even better. With all of these improvements, we pre-launched our first product line samples, EpiRadiance Sunrise, and got hundreds of responses. We will now be pre-launching our other two product line samples in a few days. We are doing all this before we have our final containers and packaging. Why? Because the initial people who used our products told us how they loved it. Now, EpiRadiance Sunrise is with hundreds of customers and we feel that we are on the right track.All this is an expense but we view it as an investment in the customer to have trust in EpiLynx. We want customers to know how great our products are and that each product line has been developed from scratch by doctors, pharmacists and scientists with experience in pharmaceutical and medical device experience (link). We care about you and have created a skin care line with the customer at the center of all our efforts.So, the dilemma of how to use our resources and money is about how to invest in the customer. When we focus on the customer, we make all the right decisions on how to make every investment count.
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