1 session inside Boa
Lisa Jones
Founder and CEO, SheComm
Lisa Jones is the founder and CEO of SheComm, an Australian e-commerce women's business community with around 30 staff and about 20,000 women in its extended community. She has run seven businesses in 14 years, including a $3 million a year solar and energy efficiency trades business with 19 staff, and eco nappy brand Eco Originals, which she exited when her investor bought out the company. She hosts the She Talks E-Commerce podcast and speaks at conferences around Australia.
The session
What Lisa teaches
Be the boob doctor, not the general practitioner
Lisa coached electricians, carpet layers and any small business that came her way, and it satisfied nobody. A mentor asked her whether she had ever seen the cars a boob doctor drives, because specialists get paid like specialists. She niched entirely into women running DTC brands and the business took off, because she could speak to one group's pain points intimately instead of applying general logic to everyone.
From Lisa Jones: pick one lane and let customers write your copy →Choose a market you have already been part of
Daniel Hakim quotes Mark Bouris: make your market someone you are, or someone you have been before. Lisa agrees, adding that most women build a product because they solved their own problem, whether that is skin, gut health or a baby product. You need a real story attached to the business, because people sniff out inauthenticity and do not buy.
From Lisa Jones: pick one lane and let customers write your copy →Check the market is big enough to pay your price
Passion is only half the test. Lisa's second filter is whether thousands of people will pay the price you need to make money. If only about 1,000 people in Australia need the product, and they need it once, you will always be doing a hard sell. Premium pricing is fine, cheap is not the point, but there has to be real appetite so the product is easy to sell rather than a grind.
From Lisa Jones: pick one lane and let customers write your copy →Pre-sell before you order the container
For Eco Originals, Lisa took large stands at five baby expos around Australia with only a prototype. The hook was a competition to win 12 months of nappies, entered by filling in a paper form and dropping it into big acrylic boxes. She collected 32,000 parent email addresses and sold $100,000 of nappies before pressing go on the first container of stock, which she calls reverse crowdfunding.
From Lisa Jones: pick one lane and let customers write your copy →
Watch the full sessioninside Boa.
Session notes are free. The recordings, the live advisories and the founders in the room are for members.