The Order That Arrived Before the Launch.

A four-minute checkout test, an unlisted page, and a customer in Amsterdam who found it anyway. What a small company learned from order number one.

Advertisement. This publication is owned by Bexxly, the maker of the Sequence Pro. Read our disclosure.

The page was never meant to be seen. In late August a Sydney manufacturer called Bexxly was testing the checkout for a device it had not yet announced, the Sequence Pro, and for about four minutes the product page was live on the site. Nobody had been told. There were no ads, no email, no post.

Someone in Amsterdam found it in those four minutes and bought one.

The order came through with tracking before anyone at the company noticed the page was public. By the time it was taken down, the first unit of a product that had not launched was already sold.

We had planned the launch for a week. The customer planned it for four minutes.

What the company did

It shipped the order. The founder wrote to the customer personally to explain what had happened and ask for a review when the device arrived. Then it moved the launch forward, because the plan had been to tell its community first and the community had just been beaten to it by a stranger.

The launch, when it came, went to the company's owner group before anyone else: a page that stayed unlisted, a link posted in the group, and a discount code for the people who had asked for the product in the first place. The first run of 490 units went mostly to those owners. The second run, five thousand units, is in stock and ships in the order it is bought.

What order number one tells you

A product that sells before it is announced is a product people were already looking for. The Sequence Pro's features, up to ten frequencies in a sequence that advances on its own, a pure sine wave through a twenty-four-karat gold-plated coil, two dials set by feel, four outputs, two power inputs, a two-hundred-frequency handbook, were built from eleven hundred messages from owners of the first device. The customer in Amsterdam had, in effect, sent one of them.

The Sequence Pro is $199.99. The Complete System is $249.99 and ships free. Order number one has long since arrived.