Vice · Global
The Yaoi Box
Launching a new subscription line to $1M ARR in month one
Overview
The Otaku Box is the world's leading anime subscription box with 55,000+ members and 1,500+ five-star reviews. Revenue had stagnated. As fractional CMO, we launched The Yaoi Box, a new product line targeting a distinct audience segment, leveraging existing infrastructure, production in China, and assets acquired from a competitor (Yaoi Crate).
Actions
- •Conducted market research on the yaoi audience to inform product design, pricing, and branding
- •Developed a full go-to-market strategy: targeting, channels, and messaging
- •Built a project plan for the 20-person team covering website, ads, influencer partnerships, social media, blog, and forums
- •Set up all email and SMS automations in Ortto, including copywriting
- •Designed a phased launch plan: pre-launch, launch day, and post-launch optimization
Results
- •1,000 pre-orders secured, generating $708K ARR on launch day
- •Hit $1M ARR run rate in the first month
- •Established The Yaoi Box as a significant new revenue stream alongside The Waifu Box (9,000+ active subscribers)
- •Refined advertising, social, influencer, and SEO strategies post-launch for continued growth
Tags
- Growth Strategy
- Go-to-Market
- Product Strategy
- Marketing Strategy
- Email/SMS Marketing
- M&A
Want to learn more, or talk through how this might apply to your business? Get in touch.