1) Initially, we sold "pastries for catering" to very small size start ups in our area. With the money we generated from the sales, we built the first prototypes that we used to deliver the pastries we promised.
And when we delivered to these small companies, we explained to the employees (who really liked the pastries they had) how they can do it at home.
We closed our first (3) sales like that.
2) Then, we spent a lot of time wandering around Costco and Safeway's "baking" department with baked samples to pitch everyone we see passing by (when they eat the samples, we tell them they can do exactly the same at home).
It wasn't effective because we haven't closed anyone though everyone said "it's a great idea, I'll definitely try".
3) Same for the neighbors: we literally went to all our neighbors with the same strategy. But still no sales (though they eaten all the samples). We also put some flyers in the mailboxes of people who weren't at home and somebody sent us an email to tell us it is forbidden and he'd sue us... and even even signed "welcome to america"
4) Then we started hustling our colleagues, friends, family. We sent direct emails, called them or even visited them.
This way, we closed almost all our sales (15).
5) We also started reaching out bloggers. Now, we are super-limited because we can't deliver out of the bay area (I'm literally driving myself and delivering each kit by hand). So we pitched the top 66 bloggers in the Bay Area who are talking about baking. 16 replied, 10 of them showed some interests, we delivered to 5 bloggers and one of them published an article (we never asked for it): dessertfirstgirl.com/2016/01/pastrynow-raspberry-tart.html
This didn't drive any sales yet.
Finally, we have also given about 20 kits "for free". We typically don't like to do that. And none of the "free user" have ever ordered.
We spend a lot of time with every user to discuss and the number one "issue" they find is: "it's too expensive".
And that's a huge problem because literally none of them complains about the kit. They all say "it's incredible, I don't bake at all and the outcome is exactly like the picture" BUT, still, the price seems to be a blocker.
That's why we can't decide if our unique value proposition is too low or if we haven't successfully communicated our value to our users.
I went to your website before reading this, because I like things like Blue Apron, and I like desert, and I had the exact same reaction as all of your other customers: it's just too expensive.
I feel like I would be your target market: in theory, I enjoy cooking and baking, but I never do much.
Have you considered repackaging your product as a "mail order pastry course"? I feel like I would be more likely to pay more if this is framed as "learn a new skill" than "here's a kit that makes delicious pastries".
We have decided to change our landing page. We thought maybe there is a disconnect between how people perceive us (kids, toys) and what we'd like to be (high end)
I'd be very interested in your product, except your website completely fails at convincing me. The way it's presented, I pay you $85 for a framboise tart, and I have to bake it myself on top. I might as well buynit already made, for cheaper, and at least I won't mess it up.
If you really have a product that helps me repeatedly and reliably make such tarts, then show it.
