SANITAS / 2020 / System 02 of 03
2020Project period
Creator · experimental side project
Launch, journalist & retail outreach
Develop launch visibility and potential retail demand alongside an Indiegogo campaign.
- Noah’s contribution
- Product design · prototyping · launch and wholesale development
- Source
- Historical operating account · confirmed by Noah
- Part of the business
- SANITAS overview ↗
- Indiegogo
- Cold-outreach tools
- Email scrapers
Inside this system
The workflow
The process.
The practical handoffs.
Follow the process, then open a step for more detail.
Explore the workflow and detailed system accounts below.
Information & handoffs
What carries
the work forward.
| Record or handoff | Information | Purpose |
|---|---|---|
| Journalist audience | Writers covering products of this kind. | Target the launch pitch to a relevant beat. |
| Retail audience | Boutique stores that could buy wholesale or absorb excess stock. | Develop an additional distribution route. |
| Launch campaign | The SANITAS Indiegogo campaign. | Provide the product’s crowdfunding launch context. |
Inside the system / 01
Launch planning included distribution
The project did not rely on the crowdfunding campaign as its only route to demand. Alongside launching on Indiegogo, the team approached journalists and boutique stores.
These audiences served different purposes. Journalists were relevant to the product launch; boutique retailers could become wholesale buyers and potentially take stock beyond the team’s campaign requirements.
Inside the system / 02
Two audiences, two commercial purposes
The team used cold-outreach tools and email scrapers to find and pitch journalists who wrote about similar products. The audience selection followed the subject matter those journalists already covered.
Boutique stores were approached with a wholesale opportunity. At minimum, the team saw them as a possible outlet for overflow inventory; ideally, they would buy at a wholesale rate. This connected launch activity to the practical question of where manufactured stock could go.
Inside the system / 03
What the launch milestone establishes
Noah reports bringing SANITAS from idea to launch in less than 30 days.
The launch effort paired the product campaign with two distinct outreach routes: journalists for potential visibility and boutique stores for wholesale demand. That gave the team a way to work on awareness and distribution alongside each other.
Within SANITAS