#116: How a $39 Pricing Experiment Turned Into $1M in 11 Months (Liz Giorgi, Soona)

Get Sh!t Done

Meet Liz Giorgi, co-founder and CEO of Soona, the tech-enabled content studio that’s helped thousands of eCommerce brands level up their visual content—without the agency overhead. Liz didn’t start with VC money or a big team. She bootstrapped her way to $1M in 11 months and kept the momentum going with over 40% year-over-year growth, scaling to 8-figures by doing what most founders avoid: the unscalable, unsexy work that actually builds a business.

In this episode, Liz breaks down the exact strategies that helped her turn a founder-led experiment into a scalable platform used by top DTC brands. From one pricing test that unlocked explosive growth to the sales system that helped her scale beyond $10M—this convo is packed with real, no-BS lessons.

💡 Here’s what you’ll learn in this episode:

• How to Build an Email List with Founder-Led Content: The scrappy vlog that turned early traction into 4,000+ subscribers.

• How One Pricing Shift 10x’d Customer Adoption: The $39 test that helped Soona hit $1M in under a year.

• How to Build a Sales System Without a Sales Team: The 3-part strategy that helped Soona grow beyond $10M.

• Why Going All-In on AI Backfired—And How Liz Recovered: Lessons on when to innovate, when to pivot, and how to protect your ROI. Check out how they approach AI now: https://soona.co/ai

• How to Build a Culture of Experimentation: Why testing even the smallest things (like button placement) can 2x conversions.

Whether you're trying to hit your first million or scale past eight, Liz’s journey is a blueprint for building smarter, scaling leaner, and staying in your zone of genius.

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