Csillagkönyv / Book of Stars
From Side Project to Successful Exit: Building a Personalized Astrology Book Business Across 4 Countries
Results
€250K+
Total Revenue
10,000+
Books Sold
20,000+
Email Subscribers
4
Countries
Overview
I co-founded and scaled Csillagkönyv, a personalized astrology book ecommerce business, from zero to a successful acquisition—generating €250,000+ in revenue, selling 10,000+ books across 4 countries, and building an email list of 20,000+ subscribers in under two years.
This case study details how I applied digital marketing expertise to build, scale, and exit a consumer product business.
The Concept
Csillagkönyv (meaning 'Star Book' in Hungarian) offers personalized astrology books based on natal chart analysis. Unlike generic horoscopes that group people by birth month, each 80-page hardcover book is generated from the customer's exact birth date, time, and location—creating a unique astrological profile.
The Product
- •80-page personalized hardcover book
- •Based on natal chart calculations (10 celestial bodies, Ascendant, Midheaven)
- •Handcrafted, sustainable production
- •Positioned as a premium gift and self-discovery tool
Markets Served
- 🇭🇺 Hungarycsillagkonyv.hu
- 🇷🇴 Romaniacarteastelelor.ro
- 🇵🇱 Polandksiegagwiazd.pl
- 🇨🇿 Czech Republicknihahvezd.cz
The Challenge
1. Market Education
Most consumers only knew generic sun-sign horoscopes. The concept of personalized natal charts required explanation before people understood the product's value.
2. Limited Resources
Starting as a bootstrapped side project, we had no significant capital for paid acquisition. Growth needed to be efficient and sustainable.
3. Niche Audience
We needed to find and convert people interested in astrology who were willing to pay a premium for a physical, personalized product.
Strategy & Execution
Lead Generation: The Free Natal Chart Calculator
I built a free natal chart calculator as the primary lead magnet. Visitors entered their birth details and received a basic astrological reading via email—demonstrating the personalization they'd get in the full book.
~10% of website visitors converted to email subscribers, creating a direct channel to nurture and convert prospects.
Email Marketing & Automation
I designed a full-funnel email system:
Welcome Sequence
Educational emails explaining natal charts vs. generic horoscopes. Built trust and product understanding before any sales pitch.
Behavioral Segmentation
Segmented subscribers by engagement level and behavior. High-engagement subscribers received loyalty offers and review requests. Used send-time optimization to maximize open rates.
Abandoned Cart Recovery
Automated reminder sequences for incomplete purchases. Friendly, non-pushy tone that recovered significant lost revenue.
Promotional Campaigns
Seasonal campaigns (birthdays, holidays, gift-giving occasions). Personalized offers using merge tags and dynamic content.
International Expansion
After proving the model in Hungary, I localized and launched in three additional markets:
- •Full website localization
- •Localized email sequences and automation
- •Market-specific payment and shipping integrations
- •Adapted messaging for cultural differences
Key Takeaways
1. Lead magnets work when they deliver real value
The natal chart calculator wasn't a gimmick—it gave people a genuine preview of the product experience, building trust before asking for a purchase.
2. Email is the highest-ROI channel for ecommerce
Our email list was the primary revenue driver. Automation allowed us to nurture thousands of subscribers with personalized communication at scale.
3. Education sells complex products
When your product requires explanation, invest in educating your audience. Our welcome sequence did the heavy lifting of converting skeptics into buyers.
4. Sustainable growth enables exits
By building systems (automation, localized sites, documented processes), we created a business that could operate independently—making it attractive for acquisition.
Skills Demonstrated
This business was built while I was employed full-time as Senior Content Partnerships Manager at GetResponse, where I developed expertise in email marketing, automation, and lead generation that I directly applied to this venture.