![]() ![]() We also do a retargeting on all of our channels, Facebook, Google, YouTube, and that’s the funnel. Maybe they sign up to the 10% email, pop up 10% coupon often.Īnd they get put into an email autoresponder sequence. So essentially we have front end acquisition to our website and to the product page on Facebook, on Google, they click on it, they see it. So the funnel itself is actually not very complicated.Ī lot of people just buy within the first couple of days of seeing the ad. It’s a way to do more at the top of the funnel, to get people into an email list and engage with them, knowing what they are looking for.īecause our price point is relatively low, it’s more of an impulse buy. Right now we’re working on a quiz funnel, because I think it’s engaging. What does the Manta Sleep funnel look like? And then later on diversifying into Google, YouTube, and then also Amazon from a channel perspective. So we started heavily spending on Facebook, and then the growth trajectory after that was just heavily investing into Facebook, traffic growing there. It was huge validation and a nice chunk of cash. We had raised $700k from Indiegogo and Kickstarter. In 2016, when we launched, it was all about Facebook ads. How Manta drives brand awareness and traffic? So we decided to invest more in the brand. It becomes a competition, like cat and mouse, with other people. When you private label, there’s a lot of downward pressure on price, and it gets very hard to compete over time. And not surprisingly, the brands and products that have a custom design that we built ourselves have the strongest sustaining power. It’s more challenging, but more fun and fulfilling as well. It’s always more fun to develop your own products. ![]() Selling on Amazon is all about ranking products organically for different search terms. It’s the third or fourth business at this point. So I launched the business with my business partner, Ben, who is an industrial designer. I’d been a light sleeper for most of my life, and using sleep masks for 15-20 years at this point. We are going counter to the hustle culture and nap-shaming. The mission that we have is to empower light sleepers, to sleep better. Why did you launch on Shopify to start, instead of Amazon? We moved from Amazon as a channel strategy, not as the entire business. We didn’t necessarily have to, but it was good marketing, and good for awareness.Īnd we could say at the time that we were the most funded sleep mask in crowdfunding history. So we did a Kickstarter campaign, for the cash. We thought, “Hey let’s make this our legacy business.”Īnd so that changes the equation that changes how long we’re, we’re willing to invest and fight and battle it out in order to stand out. If you were to look at the competitive landscape, if I were to do an analysis, I would never go into it: A sleep mask brand or industry, because:Īnd so if I were purely looking at it from a market opportunity would be a terrible opportunity to be much, but from the very beginning, we had a long-term vision. Here are some of the takeaways from our conversation: And reclaiming what should have always been yours in the first place: your vitality.“ Be unapologetic in taking the stance. ![]() Make a Strong Statement: “The Pro-Nap Movement is about creating a community that incites empowerment and change in our corporations and communities. Especially powerful when it’s a contrarian approach. ![]() Whatever our personal goal is, it’s more achievable when we are performing at max capacity.Ĭhoose An Enemy: Having a shared enemy creates unity in the Us vs. Sleep is just our strategy.” We all have goals. “Our focus is giving you the energy to create your best life. Sell the customer on the best version of themselves. I spoke with Mark about Manta Sleep, and how he started and grew it. Manta Sleep is a great case study on building a brand and a mission around a product. But instead, he’s selling us the best version of ourselves.Īnd this is exactly what Manta Sleep’s mission is: “empower light sleepers to sleep better so they can do more”: Yet Mark Zhang went all in and launched Manta Sleep in 2016 with a Kickstarter campaign.ĬEO & Co-Founder of Manta Sleep, is building a movement around his sleep-related products.īut Mark isn’t selling just masks. lots of different solutions already offered.By most measures, selling sleep-related products (like sleep masks) is not an ideal opportunity: ![]()
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