Katia Beauchamp talks about how she started the the 8-figure subscription beauty box company Birchbox.
The value of positioning: Cosmetic companies typically give away samples, and up to 90% end up unused. Birchbox sells samples and customers go to buy more of what they like. See Sam Page’s “What are you really selling?“
Hustling for first customers: They got 200 boxes made and asked 40 people they knew to email friends about the business. Those first customers lead to 1000 people on their email list.