# 159: Build a Community to Sell Your New Product Invention

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2023-01-18
- Length: 28m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2023-01-18-159-build-a-community-to-sell-your-new-product-invention
- Listen: https://productstartup.com/

## Summary

Ashley Black, founder of FasciaBlaster, explains how she built an $150 million direct-to-consumer business by leveraging a community of 8 million social media followers. She details her strategy of using paid Facebook ads to reach break-even, then lowering customer acquisition costs through authentic, founder-led content that drives organic engagement. Black emphasizes the importance of self-funding, being 'all-in' without a Plan B, and using the community to validate new product ideas before launch.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2023-01-18-159-build-a-community-to-sell-your-new-product-invention#t=0) Introduction: Ashley Black and FasciaBlaster
- [2:43](https://hardwarepodcasts.com/podcast/product-startup/2023-01-18-159-build-a-community-to-sell-your-new-product-invention#t=163) Origin Story: FasciaBlaster and Clinical Roots
- [7:33](https://hardwarepodcasts.com/podcast/product-startup/2023-01-18-159-build-a-community-to-sell-your-new-product-invention#t=453) Marketing Strategy: Paid Ads and Community Building
- [12:22](https://hardwarepodcasts.com/podcast/product-startup/2023-01-18-159-build-a-community-to-sell-your-new-product-invention#t=742) Authenticity: The Founder as the Brand
- [18:16](https://hardwarepodcasts.com/podcast/product-startup/2023-01-18-159-build-a-community-to-sell-your-new-product-invention#t=1096) Lowering CTA and Product Validation
- [20:56](https://hardwarepodcasts.com/podcast/product-startup/2023-01-18-159-build-a-community-to-sell-your-new-product-invention#t=1256) Being All-In: Self-Funding and No Plan B
- [25:07](https://hardwarepodcasts.com/podcast/product-startup/2023-01-18-159-build-a-community-to-sell-your-new-product-invention#t=1507) Future Plans: Medical Devices and Unicorn Goal

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)

## Most relevant to

companies scaling up

## Mentioned

- FasciaBlaster (product)
- Mako Design + Invent (company)
- Stevie Award (other)
- TikTok (other)
- Amazon (other)
- Sephora (other)

## Related episodes from other shows

- [Live Episode! Glossier: Emily Weiss](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-11-26-live-episode-glossier-emily-weiss) (How I Built This)
- [S3 E7: Building Bootstrapped Hardware That Sells with Christian Reed](https://hardwarepodcasts.com/podcast/the-builder-circle/2026-01-13-s3-e7-building-bootstrapped-hardware-that-sells-with-christian-reed) (The Builder Circle)
- [Advice Line with Randy Goldberg of Bombas](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-13-advice-line-with-randy-goldberg-of-bombas) (How I Built This)
- [Thrive Causemetics: Karissa Bodnar. How a Beauty Business Made Millions for a Mission](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-14-thrive-causemetics-karissa-bodnar-how-a-beauty-business-made-millions-for-a-miss) (How I Built This)
- [Aviator Nation: Paige Mycoskie](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-01-01-aviator-nation-paige-mycoskie) (How I Built This)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/product-startup/2023-01-18-159-build-a-community-to-sell-your-new-product-invention. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Product Startup.