Red light therapy’s hot. (Not that kind of red light, if your smutty mind went there.)
It would be understandable for an entrepreneur to build a product-first business selling these low-frequency red light devices to reduce scars, wrinkles, acne, and redness. And Pascal LeMarechal did.
But he knew Novaalab had the potential to be much, much more.
So when Pascal LeMarechal joined the Capitalism Incubator, he found the pivot he needed to go big. Novaalab is now an “aging” better and biohacking brand. This pivot opened a whole new market AND landed Pascal solidly in the place of being his own ideal avatar (man, does that make marketing and product development a lot easier!).
But that’s not even the coolest thing about what Pascal’s up to.
What’s even cooler? How about the fact he had a $60K new product sellout launch in four days while working one hour a day from a French tropical island vacation??? Yup.
If that doesn’t smack of the Owner’s Model we teach, then what does?
Oh. You want to know how he did that. Fine.
Pascal issued a challenge to his email marketing guy. “I want to sell them ALL in 2 days. And I want to do it using nothing but my email list.”
Email dude said, “Hold my Soixante-Quinze.”
Then he crafted 16 emails with 3 custom emails to 3 different audiences (recent purchasers, email openers, and non-openers).
But they didn’t even use all 16 emails. That’s because they sold out after sending just 3. Then they sent 5 more emails to take preorders for the next inventory run… and presold 100 more units.
Let that sink in.
Now you see why we HAD to talk with Pascal and ask him the questions that are now flooding your brain.
Like… HOW THE _________ DID YOU DO THAT?
In a nutshell, here’s his advice
Build your freaking list. Your list = a huge asset of customers waiting to buy your next product.
Hire rockstars. Invest in a good copywriter and an excellent email marketer. Hire right, and they become a profit center, not an expense. You bring your vision and ideas, and they work their magic.
Know your customers. No one knows the answer to “what product should I sell?” better than your customers do. Pascal asked them what they wanted. They answered. He made it. They bought. Can it get any simpler?
Chapter 2: How Pascal’s Building A Brand Empire, Retiring His Spouse & Traveling the World
The last time we caught up with Pascal LeMarechal, founder of Novaalab, was about a year ago. He’d just had a $300K launch. Cool, right? But waaaaay cooler is the fact that he’d been doing the most Owners Model-iest thing ever… sitting on the beach in a tropical island paradise during said launch because his team was handling it.
So, what’s he been up to? Oh, just creating three new home therapy devices to add to his product line. Getting prototypes and patents. Getting them manufactured. And getting all the goodies he needs for the launch (product photos, videos, sales copy, and more of those emails that contributed to his epic launch last time.
Why’d the crowd go wild? Well, the product lineup changes how people approach healing from injuries. Based on science and backed by hundreds of clinical studies, it uses red light therapy to promote cell repair and regeneration… so much so that physical therapy clinic owners might be sweating a little.
Last time Pascal launched, he followed the presale strategy we teach, Pascal saw about twice as many sales as projected. So, like any good entrepreneur, he’ll never use that strategy again, you know… because it worked. j/k He’s way smarter than that. Those smarts show up in how he hires, too.
Exhibit A: Pascal found a great engineer to work with - a Turkish guy living in China (so international!). He approaches hiring like a marketer approaches A/B testing. Pascal likes to work with freelancers and agencies. For example, he hired two engineers to work separately on the same task. Then he keeps working with the one who did the best. He did the same with copywriters, influencer managers, and Facebook ad agencies.
See? Smart. All those smarts made it possible for Pascal to retire his wife, who was working long hours as an attorney. Now she’s home with the family every day… except for when they all go on vacation. And during these vacations? Pascal spends an hour or two per day doing owner stuff. By the way, attorneys aren’t typically impulsive. Neither is Pascal’s wife. It took some convincing - and a lot of number crunching and sharing to show her that this move was a safe one. He sweetened the pot by adding a second brand to the mix - it’s somewhat related, and it serves the same audience Novaalab serves but solves a different problem for them. She’s already sunk her teeth into brand #2.
Launching A Second Brand
Speaking of teeth, brand #2 promotes gum and oral health. The model Pascal hired for the product photo shoot loved it so much she asked to keep it. Can’t tell you much more about that yet. You’ll have to wait for the next time we follow up! Launching this second brand will be more a matter of replicating what worked with Novaalab than starting from scratch.
Now, lest you think that everything’s come up roses all year for Pascal, let’s be real. He faced some challenges - and there are lessons we can learn from them. Remember the Facebook ad agency we mentioned earlier? Pascal says he stayed with them too long. They had an initial three month go at it - and it did not go well. Rather than cutting bait, Pascal gave them three more months. That extension didn’t do him any favors. Lesson: When you find that someone is not a good fit, let them go faster.
The other major lesson Pascal learned was internal. As entrepreneurs, we set objectives then work toward them, raising the bar higher and higher and higher as we go. It can be crazy-making. Needlessly so. Pascal did this, too. But at some point, he got really clear about the objectives that matter most to him: to have free time for his family, to be able to travel and not worry about money, that kind of good stuff. He says, “I’ve realized that I already have almost everything I want. I’m not stressed anymore not to achieve $10M per year if March is a slower month. I could earn five times less and I would still be happy.” (OK, that’s huge and worth a ponder.)
What’s Pascal’s plan? At some point, he’ll sell one of his brands to create long-term financial security. Then he’ll work on the other brand (and any others he starts) for the pleasure of building. Man, that sounds pretty great.
Pascal's crushing it on the road to $1 million... are you next?
We'll update you on Pascal's progress as he builds his brand. He's doing all the right things and we're rooting hard for him as he uses his business to make the world a better place for his customers, community, and family.
If his story inspires you to build your dream business - one that has the power to create generational wealth - we'd love to help you do it. In fact, we're on a mission to make one million millionaires by 2028.
That's why we made this FREE playbook to help you get started building a million dollar brand of your own. Get your copy and let's get started.