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The Beginning
Before Sleeper Hold, there was an invention that serial entrepreneur Rener Gracie came up with to make his airplane travels all the more painless. It wasn't until 5 yeasr later on a plane, a stranger named Patty saw his invention and lit the spark that started a Sleep System revolution.
SleeperHold as a name started off as a joke. But it was Rener who had the ingenuity to have the vision of what it could be.
The Challenge
As written in Rener's book The 32 Principles, Chapter 8:
Just as I was all set to launch, I had a call with my digital marketing guru, Kenny, who said, “Rener, I absolutely love the product and all the materials you put together for the launch, but I have to strongly advise against launching right now.”
I was gutted and in my mind there was nothing that was going to stop me from launching this product right now. I had already waited over five years, and finally all the pieces were in place. So when I pushed back and told Kenny that I wanted to launch anyways, he pulled no punches and said, “I got your back and I’ll support you no matter what, but based on all the available crowdfunding data, the fourth quarter (we were in October when we had this conversation) is the absolute worst time of year to launch a crowdfunding campaign.”
When I asked why the fourth quarter was such a bad time to launch, Kenny explained that the social media ad costs skyrocket in this time of year, so we could end up spending 500% more to reach the same amount of customers compared to any other time of the year. To put it simply, he said, “If you wait until the first quarter of next year, your crowdfunding campaign could perform 500% better than if you were to launch right now. Are you willing to risk that big of a difference?”
Although my pride didn’t want to listen to Kenny, in my heart I knew he was right. So as I’m writing this, we are, once again, patiently waiting for the right time to launch the Sleeper Hold. Although the manuscript for this book will be finalized while we are in this holding phase, time will tell if the perfectly timed launch will make the Sleeper Hold the most successful travel pillow launch of all time, or if flops, and the five-year Sleeper Hold saga lives on only as a powerful lesson in the Velocity Principle, and nothing more.
The Gameplan
Coming Soon
The Execution
Coming Soon
Challenges Tackled
The Outcome
Although my pride didn’t want to listen to Kenny, in my heart I knew he was right.
