Hi there,

Welcome to the 11th edition of "State of anew sleep".

Every month I share snippets of what I (and the team) at anew sleep are working on.

Here's what happened.

Quick recap of our BFCM

Good and bad news.

Let's start with the "bad".

We almost hit our revenue goal (we were 🤏 close).

We could've hit it if we didn't struggle with:

  • Last minute we found thousands of faulty products that could not be sold—resulting in less inventory.
  • We had issues pushing enough ad spend through Meta during Black Friday.

Now to the good.

  1. We tested SMS and it was a great decision. It was a great way to start our Black Week sales with a sendout. The ROAS on SMS is to the: 🌖
  2. Our simple approach to content proved to be great and we used fewer "Black Week" ads and more evergreen ads. This gave us crazy amounts of social proof for the future when we rerun these ads.
  3. Using a new campaign structure and Meta ads tech helped us boost our ROAS (performance in December is crazy now).
  4. We introduced some new products on the e-commerce and scaled budgets for these products.
  5. We're now sold out on way too many products.

All in all: Great success and I am happy about our effort.

B2B took off

This year my co-founder, Mads made a move for some B2B partners and during Q4 we're expected to sell +3.000 products to our B2B partners.

There's not much more to add to this.

It's amazing work from the GOAT salesman.

Christmas sales

Going into December we're focusing on the gifting segment.

In the past December accounted for about 50% of the revenue of November, but we're seeing a positive trend of more revenue and higher ROAS.

We can attribute this to:

  • Our new optimized account structure on Meta.
  • New structure and bidding through Google ads.
  • Improved data analytics view on all channels especially Meta.

What's coming in 2025

I think 2025 will be a great year for anew sleep.

We're working on some bigger things.

Namely:

  • We're hiring an EIR/BA (Entrepreneur in Residence/Business Analyst) to work the day-to-day in our e-commerce.
  • We're perfecting more ad platforms and places to sell our products.
  • We're going to start selling outside of Denmark.
  • We're going to release new winning products.

I can't wait to share more on this.

Conclusion

Thanks for reading so far. I will be doing this every month. If there's something specific you want to hear about in these updates: Shoot me a message on LinkedIn.

See you in a month.

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