B1
Preorder over inventory: sell first, manufacture second, let real demand fund production.
Shopify
Platinum
PartnerUpworkTop Rated PlusClutchVerified Reviews
Platinum
PartnerUpworkTop Rated PlusClutchVerified Reviews
A store built to sell 1,100 units in week one.
We designed and built Pizza Party's Shopify store from scratch, and ran a preorder funnel that funded production and proved demand before a single unit shipped.
Results at a glance
A launch that sold before it shipped.
0
Before · Units sold~1,100
After · Week one~1,100
preorders, week one
3.5%
preorder conversion
2.05%
store conversion
0
refunds / cancellations
Client overview
Pizza Party Card Deck
A family card game from founder Jennifer (@foodbyjenn of Pizza Party Co) that turns pizza night into a party: shuffle, pick, bake. A strong product and an engaged food audience, but no storefront, no proof of demand, and a product still in manufacturing.
Industry
Toys & Games
Platform
Shopify
Location
United States
Focus
Store Build · Preorder
The challenge
A great idea, no store, no proof, no inventory.
Every first-product risk at once: will anyone actually buy this, can we fund production without shipping first, who is the customer, and how do we keep preorder buyers from cancelling? The challenge wasn't the product. It was the launch.
Launch snapshot
- Storefront
- None
- Inventory
- Pre-mfg
- Demand
- Unproven
- Platform
- Shopify
- Model
- Preorder
Launch goal: turn an unmanufactured idea into funded, validated demand in week one.
Key challenges
- No storefront and nothing to optimise against
- A novel concept the page had to teach and sell
- Product not manufactured, buy-now impossible
- Unproven demand and no order forecast
- No customer data or email list
- Preorder cancellation risk while buyers wait
- Reaching the right audience, then again
- Funding production before shipping a unit
Launch bets
Five bets we built the store on.
Every decision traced back to one goal: prove demand and fund production before manufacturing.
B2Story over specs: open with the founder's “pizza night” why, not a feature list.
B3One clear offer: a single preorder SKU plus a waitlist, no choice paralysis.
B4Engagement over silence: Klaviyo email and SMS keep buyers warm through the wait.
B5Proof from day one: founder credibility, social proof and a transparent timeline.
The work
A guided preorder experience.
Not a flat product page but a story that walks a first-time visitor to a confident preorder: concept, founder story, what's inside, how it works, proof, and clear preorder and waitlist CTAs.
The store, screen by screen
DesktopDesktop
MobileMobile
What we built
- Shopify store from scratch
- Custom Horizon theme
- Story-first landing page
- Founder-led narrative
- Single preorder SKU + waitlist
- Klaviyo email + SMS series
- Engagement funnel
- Social proof & trust
- Preorder to advocate loop
- Brand & visual direction
Client feedback
A store that felt like us from day one.
“They designed and built our entire Shopify store from scratch, the Figma design, custom Horizon theme, and the Klaviyo pre-launch series. Within the first week we had 1,100 preorders and a 3.5% conversion rate.”
Jennifer
Founder, Pizza Party Co
The partnership continues
- Monthly CRO
- Ongoing roadmap
- Email promotions
- New product drops
- Landing page tests
- Conversion experiments
Your launch could be next
Got a product but no launch?
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