Why your 2nd launch will go better then your 1st

NIPYATA! started as a homemade product brought to parties in college — a piñata filled with mini plastic bottles of booze.

Maybe you even read their indie hacker interview posted 3 years ago.

The product was almost perfect, netting the co-founder $50K a month, except

1. NIPYATA's pinyatas could only hold plastic bottles;
2. plastic bottles limited the amount of variety NIPYATA could offer their customers.

So, during the pandemic they went ahead and offered glass bottles in the form of digital greeting cards. This product allowed them to:

1. Offer higher-end alcohol to their customers;
2. Reach a wider audience then just those looking for plastic nips, as higher-end spirits are glass-only.

The greeting cards were also only $25, which made it easier for their customer to take a risk on them. Pinyatas, NIPYATA's flagship product, sold for $100.

The main takeaways from this 2nd launch were:

• launch a complimentary product to your first product that solves a need your first doesn't. NIPYATA, for example, wasn't able to cater to a certain audience with their first product, but their virtual greeting cards allowed them to reach a different audience at even lower price point.
• don't wait for the first product to lose steam, keep launching. NIPYATA's co-founders were experimenting with new ideas during Covid, and launched the digital greeting cards to hedge their bet on the pandemic's impact on the alchohol industry. Covid didn't impact their business in the way they expected, and now they have 2 successful product lines - instead of one.