From Blogger to Subscription Box Owner with 1200 Subscribers in Less Than a Year | EP 179

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On this episode of the Launch Your Box podcast, meet Jenny Finke of Love Me Gluten Free. Jenny didn’t just pivot from blogging to launching her subscription box—she sold out her first 125 boxes in just two hours and now has over 1,200 subscribers in less than a year! 

Yes, all of this happened to Jenny Finke. Actually, it didn’t happen to Jenny. Jenny made it happen. And it all started with Jenny solving a problem in her own life and sharing the knowledge she gained in order to help others. 

Learning and Sharing All Things Gluten-Free 

After spending a lot of time doctoring to figure out why she felt so sick, Jenny was diagnosed with celiac disease in 2012 and immediately had to adopt a gluten-free diet. Her diagnosis started Jenny on a journey to learn all she could in order to heal herself. And she made the decision to share that knowledge in order to help others. 

Jenny launched a blog where she shared recipes, stories, products, advice, and more. She ran the blog for over 10 years and had several million readers. Jenny wrote a book and amassed a sizable social media following. Her newsletter went out weekly to more than 24,000 readers. She made income through ads, sponsorships, and affiliate marketing. 

In 2023, everything changed. Google changed. The algorithm that was so helpful in the past, directing people to Jenny’s content who needed it, changed. Many successful bloggers were throwing in the towel and returning to corporate jobs. Jenny’s own blog was dwindling. She knew she needed a new way to serve her community and save her business. 

Starting and Launching a Gluten-Free Subscription Box  

In October 2023, Jenny was approached by an organic subscription box to share their box with her audience. They promised all items were gluten-free and safe for Jenny’s community. She agreed. The first box went out, and… one item contained gluten. The CEO apologized to Jenny and her audience and promised it would not happen again. But it did. Jenny cut ties with the company. 

But Jenny saw a need. Her audience wanted a subscription box but needed to know they could trust the safety of the items. And Jenny knew she could deliver. 

Jenny already had an audience, but needed to learn how to start and manage a subscription box business. She needed to build relationships with brands who would supply items for her box. 

Jenny joined Launch Your Box and jumped right in. She set a 90 day plan to launch her box with a launch date in April 2024. 

Selling Out - and Gaining 125 Subscribers - in Two Hours

Jenny crunched the numbers and decided to make up 125 boxes to offer during her subscription box launch. She sold all 125 in less than two hours! Jenny went back to her vendors and asked if they had 25 more of the items in the box. They did and she offered the additional 25 boxes to her audience. All were gone that first day. 150 subscribers in one day. 

An incredible result for a first launch. 

Jenny’s Love Me Gluten Free subscription box has continued to grow, adding subscribers every month. For the first several months, fulfillment took place in Jenny’s basement. That meant capping growth at 300 subscribers until they found a warehouse space. 

Jenny moved her business into the warehouse space which allowed her to add more subscribers. Nine months after launching they have 1200 subscribers and are already outgrowing this new space. 

Pivoting from Blogger to Subscription Box Owner

Jenny’s business didn’t just survive the changes to Google’s algorithm. It evolved and is thriving. All because Jenny wasn’t afraid to pivot. She knew she wanted to stay in the gluten-free industry. She knew she wanted to continue to serve her loyal audience. They needed her expertise. They trusted her. And now she provides them with products they can trust. 

Jenny’s advice for other bloggers who are struggling is to pivot and look to diversify their revenue streams. She believes many could benefit from starting a subscription box - just like she did. A subscription box is another way to serve an audience you’ve spent so much time nurturing, growing, and serving. 

Join me on this episode to hear Jenny’s inspiring journey, how she solved a problem her audience desperately needed a solution to, and her advice for anyone needing to pivot in their business. Don’t miss it!

Find and follow Jenny: 

• Love Me Gluten Free on Facebook 
• Love Me Gluten Free on Instagram
• Love Me Gluten Free Website