Startup something of a Mystery

A Boston startup is trying to bring a little mystery to people's lives, one package at a time.

"We're thinking about how can we shake up consumers' lives in a fun way that they're actually looking forward to" said Joe Breed, co-founder, president and CMO of Mystery Envelope. "We tend to get stuck in routines as individuals. Even your mail can get routine."

Mystery Envelope's solution to shaking up that routine is to send out envelopes with secret contents to subscribers.

"The mystery is not only which envelope you're going to get, but it's also what the product is going to be," said Ben Lewis, co-founder and COO. "You're going to be completely surprised by what you're getting, and delighted."

For the first envelope, subscribers received a letter opener and items such as a Flying Glider and
Chiclets.

Most envelopes will center on a theme — the letter opener was meant to get subscribers ready and excited for future envelopes — but will also vary from subscriber to subscriber.

"We want you to get a mystery envelope, we want your friend to get a mystery envelope, but we don't want them to be the same," Lewis said. "Being able to provide something awesome to our subscribers is our core."

Retail subscriptions services are nothing new — Birchbox, a monthly box of beauty product samples, recently raised $60 million in venture funding.

Mystery Envelope plans to partner with brands to include products in the envelopes, which could be a key source of revenue in the future.

"It's an authentic way to connect to excited and engaged consumers," Breed said.

Still, the envelopes are somewhat limited. Not only do items have to be low cost to make sense with a $4.99 subscription, but they have to physically fit in the envelope. That's an issue Breed and Lewis say they are working on.

"With products that won't fit in an envelope, we can work with partners to find something that is appropriate," Lewis said.

That could mean a coupon, or an exclusive discount for a product.

A MassChallenge semi-finalist, the company made a pitch to the accelerator Friday.

The company, which launched in March, was founded by Lewis, Breed and Jeb Breed, the company's CEO and Joe Breed's brother, the only employees.

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