That Will Never Work #65: The Wedding Industry is Worth Billions – What Could a Break-Up Industry be Worth?
Sep 6, 2022
Natasha Pearl Hanson, a comedian and founder of MyBreakUpRegistry.com, shares her unique journey from a canceled wedding to creating a crowdfunding platform for breakups. She discusses the emotional need for support post-relationship and how her idea blossomed from personal pain. The conversation dives into strategies for attracting users in a new industry, measuring success through key metrics, and the potential for donors to become repeat customers. Natasha also seeks advice on marketing and product-market fit, highlighting the challenges and opportunities in her innovative venture.
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Personal Pivot Sparked The Idea
- Natasha canceled her wedding after a nine-year relationship and repurposed her invite list to sell tickets for her comedy special.
- She used that personal pivot to discover demand and inspire MyBreakUpRegistry.com.
Registry Framing Lowers Donation Friction
- Natasha positioned the site like a wedding registry but for breakups, combining item registries with crowdfunding goals.
- That framing gives social permission to ask for help after a breakup without the awkwardness of direct requests.
Pick One Dominant Metric
- Decide a single dominant metric that proves the model—e.g., purchases per registrant driven by invites.
- Measure it daily and iterate experiments to increase that number.
