Purewave Growth Timeline
A Journey from Zero to $20 Million/year
April 2015
May 2015
June 2015
July 2015
Monthly gross revenue: $0
August 2015
Monthly gross revenue: $0
September 2015
Monthly gross revenue: $0
October 1, 2015
October 20, 2015
October 30, 2015
Monthly gross revenue: $18,992
November 2015
Monthly gross revenue: $85,003
December 6, 2015
December 31, 2015
Monthly gross revenue: $571,276
January 2016
Monthly gross revenue: $304,949
February 2, 2016
February 3, 2016
February 14, 2016
February 29, 2016
Monthly gross revenue: $683,370
March 2016
March 5, 2016
March 29, 2016
March 31, 2016
Monthly gross revenue: $751,662
April 28, 2016
April 30, 2016
Monthly gross revenue: $1,056,657
May 2016
May 25, 2016
Monthly gross revenue: $1,209,935
June 2016
Monthly gross revenue: $1,063,599
July 7, 2016
July 13, 2016
Monthly gross revenue: $1,412,747
August 15, 2016
August 31, 2016
Monthly gross revenue: $1,966,758
September 1, 2016
September 26, 2016
Monthly gross revenue: $1,876,714
October 19, 2016
Monthly gross revenue: $2,173,042
November, 2016
Monthly gross revenue: $2,692,526
December 11, 2016
December 29, 2016
December 31, 2016
Monthly gross revenue: $5,669,629
Inception of business idea which includes mass marketing percussion massagers as a new category of self-healing.
Rapid launch sequence including branding, logos, iteration of MVP product enhancements, colorways, grip design, packaging design.
Website development including launch videos, product and model photo shoots and unique value proposition messaging.
Company Soft Launch.
Website bugs are worked out. Google PLA Advertising begins.
CEO expresses dire concern for business and is fearful of losing his financial investment. I launch us on Amazon marketplace and start doing Amazon Sponsored ads and Facebook Ads.
Our first Amazon order is received.
I'm working non-stop and under a lot of pressure. I edited all the videos myself with Adobe Premiere. The fonts become my achilles heel. My "Happy Place" video is published on Facebook. CEO immediately tells me to remove it because he hates it. I leave it because I see some traction and am desperate for orders. It ends up going viral and putting us instantly on the map with a viable business 10 days later. Sometimes you have to trust your gut feeling when you see positive trends.
P.S. I didn't like the copy on this video but it performed so darn well, we were all afraid to modify it. It became our good luck charm.
Celebration of our first 20+ orders per day = revenue $2,600/day.
Amazon : Website direct orders reveals a significant 3:1 ratio.
My videos officially have gone viral on Facebook.
Orders exceed 100+ per day / revenue over $12,600/day and we realize Q4 brings a huge seasonal spike for our market. We also realize we created a multi-million dollar trajectory. Oh and I start selling refurbished units on eBay. Apparently people still shop there.
Year end revenues exceed $675,000. ROAS is over 1,300%. or 13:1. A tough benchmark to maintain. I'm feeling pretty good. Time for a well deserved Cafe Latte. Ok back to work. Not getting Christmas vacation or any vacation started to become a theme for me. Pado, inc gets its own office and I'm no longer working from home.
People think we used CGI to film the skin ripples and have other questions in comments, therefore I make a new video to answer repeat questions. Bob Wiltfong, actor/comedian known for his appearances on the Dave Chapelle show, starts helping us as a spokesperson.
Valentine's content released and people share it with their partners..."hint hint...I want this!"
My call with Yasuko Kawamura pays out with a video testimonial. I schedule her for an in-house video shoot for a future date at our office.
The Famous PT Guys Bob and Brad become my friends and we work out a content plan. I suggest bringing them on as Board of Advisors, however CEO dismisses idea (recurring theme as I felt we desperately needed mentors).
Gross revenues just shy of $700,000 / month. And it was a short month with just 29 days.
Continuous audience and message testing in Facebook.
Joshua Noonan, cinematographer starts working with us and falls in love with the company and our vision. We start rolling out content from our sponsorship of the Afterburn 60 day challenge fitness event.
Girl in office video goes viral but not without some backlash. We start seeing "shake weight" comments and many others. I suggest pulling it but CEO is liking the performance.
Gross revenues over $750,000 / month.
We start pushing sales for Mother's Day.
Monthly gross revenue hits $1,056,657 but who's counting :)
More content pushes and I establish a new partnership with Coach Jamie Dreyer on the opposite side of the coast. It presents a challenge for me to train him on content creation. More Afterburn user testimonials used for retargeting ads.
More PT Guys videos on specific pain topics. A long tail approach to help with targeted ads and SEO.
Camp surf shot with iphone becomes a great relatable video for our Father's Day campaign.
We film the Louis Hurd testimonial video targeting a dance oriented audience. More audience testing. Capturing attention within first 2 seconds becomes a fun challenge on our videos. Data shows us 2 to 15 seconds is the attention span of major population.
Interview / video shoot with strength & conditioning coach. Building a voice of authority around Purewave as not just a gimmick massager.
July is a busy month with our in-house spa life video shoot with Yasuko and Juliet.
Our Dr. Avakian, podiatrist film shoot takes place. Marketing videos for foot pain with Dr. Avakian produce amazing results and becomes our newest top performing video.
Conversion Rate Optimization is our focus.
Lena Fumi leaves a great comment on our Ad about her experience with Purewave so I reach out and see if she is willing to do a video shoot / interview since she was local to Los Angeles.
Start date for a major advertising deal made with Amazon Media Group. Includes a custom Kindle Fire interactive Ad.
Dani Ybarra yoga video shoot to target a new Yoga enthusiast audience.
Dr. Robert Gonzalez becomes our new Doctor hero and top performing face for videos to come.
Purewave goes live on HSN primetime. The producers are very happy with the numbers and want us back. It was a long process (like 6 months) to get approvals from HSN with a steep learning curve for their QA process.
Purewave the gift that keeps giving...back massages.
Over 20 Million in Gross Revenue for 2016.
Revenue snapshot ROAS Averaged about 500%
Here's where the story gets really interesting and I try to focus us on branding and product innovation. Some of it is amazing and some of it resonates a bit tragic.
I also wouldn't disagree with someone who states it's all about the people. I learned that from my Dad.