3 Insightful Stories About Subscription Box Success
There are very few corners of the consumer world that are more dynamic and diverse than the subscription box industry. These highly customized experiences make room for some of the most eclectic versions of retail success — from a months-long mystery game to meal kits paired with music.
So, when faced with such a varied landscape, how do you define success? Are there any common threads connecting every successful subscription box? Are there any unshakeable lessons that can be learned from almost every failure?
These are just a few of the insightful stories I’ve gathered over the years in coaching others toward success in the subscription services industry. Each story reveals a lesson, and every one of those lessons is nearly universal for aspiring entrepreneurs and burgeoning businesses about to enter the subscription industry.
Start with your AUDIENCE.
Back in 2020, Britney Brown of Imperfect Inspiration turned to TikTok to chronicle her struggles as a woman living with ADHD and a mother parenting five neurodivergent children. Britney almost immediately stumbled upon a community of like-minded parents and professionals, sharing her authentic “mess” and everyday battles to make everyone like her feel a bit less alone. Britney’s audience grew — then grew some more. Still, it wasn’t until her own personally-designed ADHD planner was revealed to a community clamoring for their own that she began to consider subscription-based products.
You are not Kevin Costner. This is not Field of Dreams. If you build it, there is actually no guarantee they will come — and no guarantee they heard about it in the first place. Even the most agile entrepreneurs need at least 90 days to build an effective audience. Are your social media followers engaged? Is your email list curated and up-to-date? Are you consistently driving potential customers to your waitlist via posts, emails, and website traffic? These are all critical considerations when you’re building an audience in response to a demand for a subscription box or service. Conversely, Britney built her audience at the beginning, thus ensuring any demand was authentic and sustainable.
Play to your STRENGTHS.
Megan Hoiosen of My Sweet Tea Living created a subscription box of home decor and lifestyle products to truly captivate her customers, and the initial launch sold out almost immediately. Megan attributes her inspiration to pursue a subscription service to my book, Launch Your Box, and she tirelessly followed its practical advice to the letter in order to create something delightful and very in demand. But what if I told you that one of the most important decisions that Megan made throughout the entire planning process was to say NO? Megan is the master at knowing what her audience wants. However, she isn’t knowledgeable or confident about managing her own e-commerce. Megan knew this limitation could stifle the initial launch of her subscription service, so she outsourced it.
When creating something as personally polished and highly customized as a subscription box, it’s important to play to your strengths. Not the best at graphic design? Hire someone to make your materials look pretty. Feel lost when it comes to your website’s functionality? Let a professional build you a solid foundation. Megan was right to think her execution of e-commerce mattered that much. In fact, over 70% of online shopping carts were abandoned in 2023, indicating the user experience is more important than ever. At the start of your subscription service, the stakes are always high.
Show up as YOURSELF.
When I launched my first subscription box, I was convinced I needed a prominent influencer to wear and promote my products. I wasn’t used to lots of attention, I didn’t like the way I looked, and I was confident at the time that my customers wanted to see someone “cooler than me” showing off the contents of my box. This hesitation is very prevalent among those trying to promote their creations online. Megan of My Sweet Tea Living did not relish the idea of appearing on camera, and nearly every self-made professional I advise on launching a subscription service shares some version of this fear.
For aspiring mompreneurs and even small- to medium-sized businesses, a subscription box is often defined by its creator — or at least intimately connected to the company’s brand identity. As such, it is counterintuitive to think that you will be able to effectively sell your experience without piggybacking on that very personality. When a customer trusts a brand, they are three times more likely to stick with it through a mistake and 88% more likely to buy from that brand again.
So, it’s time to show up — and to show up as yourself. Britney found her community by embracing what felt like a difficult situation, and Megan found her voice by seeing how important it was to her business. These moments of authenticity cannot be underestimated when writing the story of your success, and they are indispensable to any sustainable subscription community.
About Sarah Williams: Sarah Williams, The Subscription Box Queen, is a dynamic entrepreneur, coach, and bestselling author. With a passion for subscription boxes, she guides businesses to profitable heights. Her book, “One Box at a Time,” published by Hay House, distills her proven strategies. Join her community at LaunchYourBox.com.