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Positioning Case Study: Wellround

Sara Blakely

Lesson time 13:35 min

Sara discusses positioning with Betsy Shilling, the founder of Wellround, a health and wellness company. Learn how to price products in relation to manufacturing costs and how to think creatively about distribution partnerships.

Sara Blakely
Teaches Self-Made Entrepreneurship
Spanx founder Sara Blakely teaches you bootstrapping tactics and her approach to inventing, selling, and marketing products that consumers love.


[MUSIC PLAYING] - I'm Betsy Schilling. I'm the founder of Wellround along with three other partners of mine. We are a small little startup based out of Seattle. - Congrats. - Thank you very much. And we actually just officially launched only a few weeks ago. - Wow. - So we're just getting. - Just getting started. OK. - Yeah. Although this project's been in the works for about 18 months now. And we're in the wellness industry. And what we're trying to do is disrupt what's already there. So for so many people, massage is something that we would love to do on a daily or weekly basis, but it's not accessible. Right. It's expensive. It takes a lot of time. You have to go to and from, schedule it into a busy work week. And so my hope with our product is to make that much more possible for more people to do it out of their own homes, their own offices, and take out as much time as they have for it on a daily basis or a weekly basis. And so what we are at Wellround is the partnering of a physical product, which are our myofascial release or self massage balls. So myofascial release is just a new emerging term that means self massage. OK. And so our therapy balls work together in conjunction with our instructional guiding app. And so the app takes you through how to utilize these balls for every tissue of your body, so for every muscle, at four different depths of pressure. So it's really customizable and individualized so that everyone can get what they need. - OK. - Yeah. So I'd love to show you the app. - Great. - And so we've tried to make this very digestible and user friendly so that it speaks to the individual consumer and what they need the most. So if you only have five minutes and your right glute is really, really tight, then you can go ahead and find where your right glute is-- right, there's your right butt cheek on the app. Who doesn't have tight hips sometimes? And you can start with the most gentle pressure, so the lightest technique. And that says you need one large ball for that. - Place large ball on your glutes of the ball. - You guys spent a lot of money and time on this. This is well done. - We sure did. - Is this the actual kit? - Yeah. The different sizes mean various things depending on what part of the body you're in, what depth of pressure you want, if you're rolling against the floor or against the wall. There's a lot of variation. - OK. - And they can be used separately, like just one little one or together, two big ones in a tote. And there's about six different configurations. - Well, I'm sure you have questions for me. I have a lot of questions for you. But I want to make sure you get a chance to ask me questions. - Yeah. Manufacturing has been new for me and my partners. We're pretty good at branding. I'm an expert in myofascial release. But we've never made a product before. And so going overseas, we felt challenged in finding the best...

About the Instructor

With little more than an idea and a drive to find her way, Sara Blakely went from selling fax machines door-to-door to becoming the world’s youngest female self-made billionaire in 2012. Now the inventor, entrepreneur, and founder of Spanx teaches you to open doors and close deals. Learn Sara’s customer-first approach and her tactics for prototyping, branding and building awareness, and bootstrapping your way to success.


Students give MasterClass an average rating of 4.7 out of 5 stars.

I loved this class! Everything about it. The authenticity of Sara, the inspiring sequenced content, and the valuable insights - immense value. ThankQ!

This class was inspiring and I learned a lot, it was amazing.

Thank you so much, Sara, for your Master Class, I am just about to start my own business and not only did your Class inspire me, but it also helped me with some of my biggest difficulties. You're the best!

Sara really got me thinking.....This is a must watch for any entrepreneur! She taught me a whole new way to look at the process.


A fellow student

One of the best classes yet! Such good insight and thoughtfulness. What a boss!

Kelvin C.

Is there anyone take it as practical to real business? and how it is how are you guys are doing so far?

A fellow student

This is quite amazing! Sara does a great job of explaining step by step on how to "get there". I'm a Hairstylist and would love to see a case study on how to use this information when building/selling a service instead of a product.

Juliana C.

I love it. but I am a bit confused, let's see... so 5 times the retail price is the price we have to sell? I am right? or I am lost

A fellow student

Sara lessons were great but myofascia release is psuedo science, you just smashing your central nervous system it is not any health benefit, so it is a bit of a made up thing. Although i expect people will believe the marketing hype and buy it.


Can someone clarify smth to me? When she says the cost should be 5 times the manifacturing cost, is she including the outsourced materials (for instance screws, washers or in her case smth like rubberbands, buttons) in the manifacturing cost? TY, for reply.

Miss Maria N.

Breaking up the product line is workable. Packaging can be less expensive and still cute. All great suggestions. They come from a real place or trail and error. Sells is important and creativity is QUEEN!

Louis O.

What ROI does Sarah recommend, including ALL costs not just product and packaging? Including rent, staff, etc what ROI % do you recommend in year 1, 3, 5 long term?

Yasser M.

Wellround not buying her advice.... its obvious on her face when she said "interesting" for Feet Ache Kit...digestible for consumer and build brand on top off that... I would have bought that Feet Kit... lol... Great Advice

Adam S.

Increase the price of the kit and include the app. Solves two problems at once imo