4 sessions inside Boa
Anaita Sarkar
Co-founder, Hero Packaging
Anaita Sarkar is the co-founder of Hero Packaging, a compostable mailer and packaging brand she runs with her husband and co-founder Vic. She wrote the book Sell Anything Online and co-hosts the Marketing ATM podcast with Jess Rufus. She also runs Hero's entire marketing function herself and speaks openly about the two years it took to trade the business out of a bad patch.
The sessions
Premium41 minDigital Advisory
Anaita Sarkar on testing demand, margins and founder content
Premium58 minMentor Series
Website optimisation that actually moves conversion rate
Premium51 minMentor Series
The weekly routine that keeps your brand top of mind
Premium51 minPanel Event
Creating and selling products customers can't get enough of
What Anaita teaches
Test demand with a giveaway landing page and $10 a day in ads
Before Hero Packaging launched, Anaita built a landing page offering a free compostable mailer and ran a Google ad to it at roughly $10 a day, then counted signups. Do the same for every new product: get the smallest quantity possible, pre-sell it, and only commit to inventory once signups prove demand exists.
From Anaita Sarkar on testing demand, margins and founder content →If you will not spend money on ads, you must spend time
Anaita's rule is time or money, ideally both. No ad budget means content every day, markets, events, blog posts, SEO and being in rooms with the right people. Saying you have no ad budget and also hate making content is, in her words, the dumbest thing she has heard, because a business needs one of the two inputs.
From Anaita Sarkar on testing demand, margins and founder content →Build one gathering place for customers, even if two people show up
A Facebook group, a broadcast channel, a Saturday running club. Anaita points to activewear brands running weekly run clubs: even at two attendees it gives you content, face time with customers and a reason for people to feel they would miss out if they left. She argues community is the difference between a brand with longevity and one with none, because every business has direct and indirect competition.
From Anaita Sarkar on testing demand, margins and founder content →Assume your Christmas buyers are discount buyers and plan January accordingly
Customers who first bought at up to 70% off will not pay full price next time, so January is a retargeting month. Run two separate Facebook retargeting audiences: people who visited over the holidays but did not buy, and people who bought and can now be cross-sold a complementary product.
From Anaita Sarkar on testing demand, margins and founder content →Run Google PageSpeed Insights on mobile and chase 85 out of 100
Anaita says 80 to 90% of traffic is mobile, so test the mobile score, not desktop. Aim for 85 to near 100. Watch two metrics specifically: first contentful paint (the first thing that loads) and largest contentful paint (the last thing that loads). Anything over 2 seconds is too long.
From Website optimisation that actually moves conversion rate →Pay a freelancer $100 to $150 every three months to strip JavaScript
Anaita rebuilds speed roughly quarterly because she keeps adding Shopify apps. The brief is simple: remove all the old JavaScript and speed up the site. She hires on freelancer.com or fiverr.com, posts the job, waits 24 hours for responses, then picks on review count and portfolio examples. It is not a technical job to brief.
From Website optimisation that actually moves conversion rate →Do the speed maths on your own traffic before you write it off
Anaita ran Step One underwear through PageSpeed Insights and got 34 out of 100, with first contentful paint at 3.2 seconds and largest contentful paint at 27 seconds. With 60,000 organic visits a month and 40% of people abandoning a site that takes over 3 seconds, that is 24,000 recovered visitors. At 2% conversion and a $100 average order value, that is about 485 extra orders and $48,000 a month.
From Website optimisation that actually moves conversion rate →Use the three-step Shopify, Clarity, ChatGPT audit on your top five pages
Step one: in Shopify go to Analytics, Reports, sessions by landing page, set 30 days and take your top five pages. Step two: install Microsoft Clarity (free, unlike Hotjar or Lucky Orange) and let it track those pages for 3 to 7 days. Step three: export each page as a CSV and upload it to ChatGPT asking what the issues are and how to optimise. Anaita found ChatGPT-5 gave better answers than 4.
From Website optimisation that actually moves conversion rate →Do one interesting thing a week and document it as a content series
Anaita starts every Monday by deciding on one interesting thing the brand will do that week. Redecorate the office, run small guerrilla marketing at Bondi, surprise a staff member, organise a mini founder event. She documents it on stories Monday to Wednesday, then posts the outcome on Thursday, including if it failed, because people back you when you fail publicly. Her line: if you do interesting shit, you'll have interesting things to talk about.
From The weekly routine that keeps your brand top of mind →Map seven content ideas per platform on Monday, storyboarded not dot-pointed
Seven ideas for Instagram, seven for TikTok, seven for LinkedIn if you post to all three. Reposting the same piece counts as one. Anaita does not stop at a list, she storyboards each piece: green screen screenshots ready, images ready, all banked. She then films at least two pieces on Monday so the week starts with content in the bank. She does not batch create because too much changes day to day at Hero Packaging.
From The weekly routine that keeps your brand top of mind →Review your ads manager yourself across four time windows every Monday
Anaita checks the last 3, 7, 14 and 30 days to see the trend, not a single snapshot. She looks at whether CPA is climbing on specific creatives and whether ROAS is moving up or down, then cuts creatives, optimises campaigns and switches some creatives back on. Her position: no agency report will teach you what your ads manager will. Go in yourself.
From The weekly routine that keeps your brand top of mind →Optimise only the three mid-funnel email flows each Monday, by one percent
Not every flow. Just browse abandonment, cart abandonment and checkout abandonment, because that is where people who nearly bought sit. Compare open, click-through and conversion rates for the last 7 days against the previous 7. Then test one change: a new subject line, new images, or a different time delay between emails. Anaita's target is a one percent lift a week, which is incremental revenue for free.
From The weekly routine that keeps your brand top of mind →Test demand with a Photoshopped product and a $20 a day Google ad
Anaita Sarkar validated Hero Packaging before manufacturing anything. She built a single landing page with a Photoshopped image of a compostable mailer, three fields (shipping address, email, business name) and the offer "do you want a free compostable mailer?". She spent $20 a day on Google Ads targeting searches like sustainable packaging, compostable packaging, eco packaging and green packaging. She hoped for 20 to 30 signups and got 1,000 in seven days.
From Creating and selling products customers can't get enough of →Free samples only count as proof when people come back and pay
Sarkar's husband pushed back on the 1,000 signups because free is not a business. The samples cost about $7 each, so it was a real spend. She waited one to two months to see how many of those 1,000 would place a paid order. About 70 per cent did, giving her 700 paying customers and genuine evidence of demand.
From Creating and selling products customers can't get enough of →Take a service people already pay for and turn it into a DIY product
Dylan Mullan modelled Happy Skin Co on HiSmile and Bondi Sands, both of which took something you used to book in for (dentist teeth whitening, spray tan) and made it a home product. Laser hair removal fitted the same pattern: expensive, inconvenient, painful, and strangers in your business. The technology already existed with Braun and Philips on the bottom shelf of shaver shops, but nobody had marketed it on social media.
From Creating and selling products customers can't get enough of →Interview hundreds of real customers before you launch
Mullan and his co-founder asked roughly 200 to 400 women about their laser hair removal experience, using the gym he worked at in Western Sydney and anyone else in their lives. They found about 95 per cent were doing it or had done it. The complaints (cost, booking, pain, embarrassment) became the product brief and the marketing angles.
From Creating and selling products customers can't get enough of →
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Session notes are free. The recordings, the live advisories and the founders in the room are for members.