This is why your launch flopped (& it's not because of the price)

You've probably seen this business owner get completely roasted on TikTok over the past week once the bikini brand didn't make any sales and now the comments are absolutely tearing her apart. Not here to pile on on that, I'm here to share my expertise from over 6 years in the online business space. Why am I qualified? I've spent the past 6 years helping hundreds of female entrepreneurs both launch and scale online businesses, product and service based. I'm going to tag this business owner to show her and you how I would build this business from the ground up. Part 1: Strategy Breakdown. It's not about the price. The biggest things that I'm reading in the comments is that the bikini sets are too expensive in this economy. This is a reminder that in this economy, people are buying 90 dollar Stanley cups and 300 dollar matching gym sets. It's not that it's too expensive, it's that the value is not clear. There's no story, no emotional hook, and there's no reason for the potential customer to actually care. Cute bikinis alone will not sell. We need a reason behind the product. Is this a movement or is it just fabric? Something that was further discussed in another TikTok is that it's ethically made. That is a main pillar of your business. It needs to become clear why the customer should care about that. What exactly makes these bikinis different to everything else on the market? Part 2: Marketing Mistake. Market smarter. The owner said that she needed to market more. You didn't necessarily need to market more or post more frequently, you needed to market smarter. If you were working with me as a business owner, I would ask you these three things. No. 1: Where was the build up? Your audience needs to anticipate something. They need to feel that something exciting is coming. Behind the scenes, sneak peeks, favorite styles, a day in the life of creating this business. If you're going from zero to buy now, you're relying solely on cold traffic to convert and that rarely ever works. No. 2: Where was the launch runway? A proper launch isn't just an announcement post, it's a strategic lead up. You need to spend a few weeks priming your audience on what's coming, why it matters and why this is different. Think problem awareness, post, storytelling, education, emotional resonance before you even ask for a sale. No. 3: What about the emotional buy-in post? What do these bikinis mean to you? What story are you trying to tell with your brand? They about reclaiming your body, be escaping fast fashion, or designing something you never saw growing up. That's the part that makes people want to be a part of it. A sale should feel like the final step, not the first one. Let's put this together as something I call CEO strategy. Refine the brand identity. Who is this brand really for? What is it about? Why is it important? Create the emotional positioning. It's not just a bikini, it's for example something she puts on when she decides that she finally loves her body again. Or maybe it's to celebrate a milestone, booking a trip, or finally leaving a job or finally leaving a toxic relationship. Warm up your audience. Behind the scenes, design process, sourcing, your mission. Build anticipation, make the audience part of your journey. There is a lack of sales content across all socials for this brand. Think of these 5 things when it comes to sales content: problem, solution, emotional connection, objection handling, and then the call to action. Stop apologising or justifying your price. Lead with value, not explanation. This is why a lot of launches failed, not because the product or the service is bad, but because the strategy is not it. It will feel personal when sales don't come in, but it isn't personal, it's structural. Let me know in the comments if this helped you, Everly and your brand or anyone else that has an online business.