My guest in today’s episode is Lora Ivanova, Co-founder of In our discussion, we talk about the marketing activities that Laura and her team undertook on their way to selling hundreds of thousands of sexual wellness tests via their website. One of the things that makes Lora’s story so interesting is that, as a result of the niche her company is in, many of today’s more typical online marketing tactics either aren’t available to her, or they simply aren’t effective for her product.

If you sell an unusual product to consumers, this is definitely an interview you are going to enjoy!

Questions Asked During the Interview

  • Who are you and what do you do?
  • Tell me about where your company is at today
  • How did you come up with the idea?
  • How did you create the product(s)?
  • Was branding important to you initially? Why?
  • Did you work on building an audience before you had a product?
  • How did you build your audience?
  • Did you offer pre-sales?
  • Did you recruit any affiliate support?
  • Where did you launch your product?
  • Describe your product launch strategy
  • How long did it take you to generate your first 100 sales?
  • How does Amazon fit into your eCommerce strategy?
  • Do you also sell on your own website?
  • What is your largest source of traffic today?
  • What was one major mistake you made along the way?
  • If you were to give your younger self some advice, what would it be?

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Today’s Guest

Lora Ivanova is Co-founder and Chief Executive Officer of myLAB Box, the first nationwide at-home STD testing-to-treatment service staffed by STD experts. Her track record of success encompasses high-impact marketing, strategic planning, and customer acquisition channels for thought-leading brands and innovators across industries. Former leadership roles include a major technology e-retailer, Newegg, the first online wedding coordinator collective, Happily, XO Group, The Knot, and more.

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