WEBVTT
00:02.265 --> 00:05.768
[SPEAKER_01]: Hey there, you're listening to the next level humanity podcast.
00:07.229 --> 00:09.631
[SPEAKER_01]: I'm Nevesha, the Wonder Woman as they say.
00:10.031 --> 00:15.816
[SPEAKER_01]: And I'm here to share with you a new way of being, living and recreating your life from scratch.
00:18.968 --> 00:19.848
[SPEAKER_01]: Hello, everyone.
00:20.009 --> 00:23.310
[SPEAKER_01]: Welcome to the next level humanity podcast.
00:23.490 --> 00:24.651
[SPEAKER_01]: I have Ron here.
00:24.751 --> 00:25.452
[SPEAKER_01]: Welcome, Ron.
00:25.532 --> 00:26.772
[SPEAKER_02]: Thank you so much for having me.
00:27.012 --> 00:29.814
[SPEAKER_01]: It's another successful entrepreneur.
00:30.314 --> 00:34.056
[SPEAKER_01]: I'm so excited for today because we will talk about all of it.
00:34.516 --> 00:36.638
[SPEAKER_01]: And yeah, so excited.
00:36.698 --> 00:39.079
[SPEAKER_01]: I think that's the trend, especially for women.
00:40.500 --> 01:02.382
[SPEAKER_01]: Collegian and let's get younger as someone being a being a house into your left couldn't say it in English and as someone who is trying to feed herself healthy and exercise every day and personally
01:02.922 --> 01:04.683
[SPEAKER_01]: very much interested in obviously.
01:05.083 --> 01:07.685
[SPEAKER_01]: So let's speak about the idea.
01:07.745 --> 01:10.927
[SPEAKER_01]: Like how did you come up with the idea?
01:10.947 --> 01:14.909
[SPEAKER_01]: And then how long did it take you to build a product?
01:14.989 --> 01:20.312
[SPEAKER_01]: And because it's not a technological product, it's a real product, hands-on product.
01:20.773 --> 01:23.794
[SPEAKER_01]: And I know it takes a lot of research and work.
01:23.855 --> 01:26.996
[SPEAKER_01]: And I would love to hear the whole process from start.
01:27.477 --> 01:28.918
[SPEAKER_02]: I know it's a great question.
01:30.446 --> 01:37.048
[SPEAKER_02]: My background has been able to be in the supplement and health and wellness space for about eleven years now.
01:37.228 --> 01:45.470
[SPEAKER_02]: I used to work at a supplement brand, and I like some of the things that brand did, but I also didn't love some of the things that did.
01:45.490 --> 01:48.131
[SPEAKER_02]: And I told myself, you know, one day I want to start my own brand.
01:48.151 --> 01:50.991
[SPEAKER_02]: So six years ago, I set out to start, obviously.
01:51.351 --> 01:55.432
[SPEAKER_02]: And my goal was that I wanted to create and build a very consumer centric brand.
01:56.173 --> 01:57.493
[SPEAKER_02]: And what I mean by that is,
01:58.405 --> 02:06.890
[SPEAKER_02]: A lot of brands and people who create brands and release products from it, they build it for what they believe is what people want.
02:07.671 --> 02:13.054
[SPEAKER_02]: What I wanted to do was, I wanted to ask exactly what people wanted and just build that.
02:13.935 --> 02:23.161
[SPEAKER_02]: And so Obv, it's actually short from for obvious, is we wanted to make products that were such an obvious choice because it's exactly what you asked for, right?
02:23.681 --> 02:24.622
[SPEAKER_02]: So from day one,
02:26.002 --> 02:32.606
[SPEAKER_02]: I said, I want to build and help in wellness and female wellness because I believe there isn't too many words.
02:32.626 --> 02:32.866
[SPEAKER_01]: Right.
02:32.926 --> 02:34.948
[SPEAKER_01]: So obvious that it is female.
02:34.968 --> 02:46.815
[SPEAKER_01]: I think everything you build with the color and the vibe with the energy and that's what women need, especially women my age between I think the age of thirty to fifty fifty five sixty.
02:47.395 --> 02:48.436
[SPEAKER_01]: It's just brilliant.
02:48.496 --> 02:50.937
[SPEAKER_01]: I think it's a fabulous product.
02:51.217 --> 02:51.978
[SPEAKER_01]: I'll leave it to you.
02:52.178 --> 02:52.798
[SPEAKER_02]: No, absolutely.
02:52.838 --> 02:54.099
[SPEAKER_02]: So, you know, we've been
02:54.599 --> 03:17.885
[SPEAKER_02]: We've been building something where I believe my hypothesis and thesis of starting on V was, if I create a brand that is fun to take, that looks like lovely with packaging and that is as exciting taste and flavors, then I believe women will put my product on their countertops and not hidden behind their cabinets.
03:18.601 --> 03:23.087
[SPEAKER_02]: And you know, health and wellness products that sit on counter dops, they just are used more.
03:23.247 --> 03:25.049
[SPEAKER_02]: They, it's something that people are proud of.
03:25.369 --> 03:28.072
[SPEAKER_02]: So that's how we started this brand and that was our hypothesis.
03:28.453 --> 03:29.935
[SPEAKER_02]: From day one, I built a community.
03:29.995 --> 03:33.519
[SPEAKER_02]: We have the largest college and community in the world on Facebook group.
03:33.639 --> 03:38.345
[SPEAKER_02]: That's about hundred and fifty thousand active women because I asked them exactly what they wanted.
03:38.825 --> 03:42.249
[SPEAKER_02]: So every product is actually built with our customers.
03:42.950 --> 03:47.475
[SPEAKER_02]: They've helped us with what they want in ingredients, what new products they want from us period.
03:48.937 --> 03:53.462
[SPEAKER_01]: That's such a big lesson I think for all entrepreneurs founders.
03:54.788 --> 03:56.388
[SPEAKER_01]: nail it and succeed it.
03:56.568 --> 04:00.089
[SPEAKER_01]: It's our creating what people actually are asking for.
04:01.270 --> 04:09.471
[SPEAKER_01]: And it's truly obvious that you did that as a woman who has been in the wellness sector for over twenty-five years.
04:09.491 --> 04:11.452
[SPEAKER_01]: I can see that clearly.
04:12.232 --> 04:17.433
[SPEAKER_01]: And how long did it take you to gather all that data?
04:18.233 --> 04:23.915
[SPEAKER_01]: Because I think it took you some time to decide on which products to produce and
04:25.576 --> 04:32.480
[SPEAKER_01]: How long didn't take and how how was the process life like that together all that data How did you analyze?
04:33.281 --> 04:51.153
[SPEAKER_02]: hundred percent so I think for us the biggest piece was We took about nine months to just gather data asking questions Combat in question asking you know people on the street asking friends and family everyone we could ask
04:52.187 --> 04:55.608
[SPEAKER_02]: And from there, a lot of people wanted a lot of different things.
04:56.288 --> 05:02.810
[SPEAKER_02]: And so then we realized we had to consolidate to what we believe is the most common and the common denominator, which was collagen.
05:03.410 --> 05:04.931
[SPEAKER_02]: Everyone wanted a feel younger.
05:06.071 --> 05:08.172
[SPEAKER_02]: They wanted a look younger, right?
05:08.512 --> 05:11.653
[SPEAKER_02]: And then they wanted stuff that can be tasty.
05:12.670 --> 05:14.931
[SPEAKER_02]: And they wanted something that was easy to use.
05:15.051 --> 05:19.353
[SPEAKER_02]: So when you have to create like something like that, you know, it takes time to build it.
05:19.393 --> 05:25.535
[SPEAKER_02]: So we started with collagen, but we wanted to make collagen, you know, a very, very complex formula.
05:26.275 --> 05:34.058
[SPEAKER_02]: And so we are the only fortified collagen vitamin C, vitamin E iron, magnesium, calcium, biotin in the market.
05:34.338 --> 05:40.961
[SPEAKER_02]: And it's because there's an expensive ingredients and minerals, but we wanted to make sure we create the best product.
05:41.486 --> 05:43.787
[SPEAKER_01]: Yeah, and how are the how are the results?
05:43.827 --> 05:45.748
[SPEAKER_01]: So he took you probably a couple of months.
05:45.788 --> 05:48.809
[SPEAKER_01]: You that produced the first product.
05:49.289 --> 05:53.210
[SPEAKER_01]: How did you like what are the results you're getting?
05:53.250 --> 05:55.931
[SPEAKER_01]: How do you track the results?
05:56.411 --> 05:57.132
[SPEAKER_02]: Yeah.
05:57.172 --> 06:04.654
[SPEAKER_02]: So results wise, you know, initially our biggest goal was was when someone buys once will they come back and buy again?
06:05.255 --> 06:07.315
[SPEAKER_02]: That was like our biggest cursors that we use.
06:07.355 --> 06:07.575
[SPEAKER_02]: Yeah.
06:09.663 --> 06:19.505
[SPEAKER_02]: Now from that point onwards, what was really, really important for us was if someone buys once and when they buy again.
06:19.961 --> 06:21.202
[SPEAKER_02]: are they buying the same product?
06:21.642 --> 06:23.304
[SPEAKER_02]: Or are they buying something different that we have?
06:23.684 --> 06:25.425
[SPEAKER_02]: So those are our initial cursors.
06:25.445 --> 06:32.871
[SPEAKER_02]: You know, overall results wise, we've done a little north of a hundred and five million in sales in these six years.
06:33.671 --> 06:39.696
[SPEAKER_02]: And you know, we've grew mainly through digital, but now we're also in about fifteen thousand retail doors.
06:39.756 --> 06:44.620
[SPEAKER_02]: So over the years, we've been able to prove out our hypothesis.
06:44.680 --> 06:45.981
[SPEAKER_02]: I mean, we're still trying to prove it.
06:46.541 --> 06:52.764
[SPEAKER_02]: But we've definitely been able to be successful in some of those key deliberations.
06:54.185 --> 06:54.365
[SPEAKER_01]: Yeah.
06:54.745 --> 06:56.446
[SPEAKER_01]: And now you have a couple of products.
06:56.486 --> 06:58.186
[SPEAKER_01]: You started with collagen.
06:58.326 --> 06:58.687
[SPEAKER_00]: That's right.
06:58.847 --> 07:00.908
[SPEAKER_01]: And then you now have a couple of products.
07:00.928 --> 07:07.631
[SPEAKER_01]: And then after the first product, how did you decide on the next and the next and the same process look like?
07:07.771 --> 07:12.373
[SPEAKER_02]: The same way we did it day one, the same way we did it now is put out a survey.
07:13.093 --> 07:15.316
[SPEAKER_02]: We asked our customers, what do you want to see next?
07:15.496 --> 07:16.377
[SPEAKER_02]: They said fat burner.
07:16.758 --> 07:18.199
[SPEAKER_02]: So we went to work on a fat burner.
07:18.680 --> 07:21.323
[SPEAKER_02]: After that, they said we want a greens powder and colostrum.
07:21.363 --> 07:22.404
[SPEAKER_02]: We worked to work on that.
07:22.464 --> 07:26.529
[SPEAKER_02]: So we have never come up with the product ourselves.
07:27.375 --> 07:30.999
[SPEAKER_02]: every single product has been released by our customers.
07:31.900 --> 07:41.290
[SPEAKER_02]: So that I think it also helps with the success of the product because if you create something someone says they want, you can go to them and say, hey, I made it, go buy it, right?
07:41.310 --> 07:43.152
[SPEAKER_02]: And you can almost expect them to buy it.
07:44.093 --> 07:45.235
[SPEAKER_02]: So that that's been helpful.
07:46.756 --> 07:48.138
[SPEAKER_01]: Yeah, and then you probably
07:49.173 --> 08:15.090
[SPEAKER_01]: do know as well as I do that having a community is one of the biggest powers you know especially in wellness and health and I've been investing in my community for over twenty five years and having that trusted communities I think that's that's great to have it takes time and it takes a lot of effort so how are you managing the you said you have a Facebook community how are you managing the
08:15.630 --> 08:20.992
[SPEAKER_01]: The community, do you have a community manager or like what's started?
08:21.112 --> 08:30.136
[SPEAKER_02]: I never believed in community managers because I feel like they wouldn't be in touch as much what I did was over the first year of business.
08:30.597 --> 08:40.081
[SPEAKER_02]: What I did was I took the customers that I exported all my orders and I took the customers that had spent the most amount of money with me.
08:41.101 --> 08:43.202
[SPEAKER_02]: Okay, so the highest lifetime value.
08:44.133 --> 08:55.380
[SPEAKER_02]: And I told them, I reached out to them and I said, hey guys, I want to give you free product for life in exchange for helping monitor and moderate my community.
08:56.860 --> 09:00.222
[SPEAKER_02]: Because they had already spent five hundred to a thousand dollars with me.
09:00.543 --> 09:02.484
[SPEAKER_02]: I don't need them to spend more with my brand.
09:02.564 --> 09:03.925
[SPEAKER_02]: I've made my LTV from them.
09:04.465 --> 09:12.650
[SPEAKER_02]: But given how dedicated they were with us and how much they loved the brand, I knew they would be the best folks people for our community.
09:13.395 --> 09:19.338
[SPEAKER_02]: So now, over the course of six years, these ten people that I initially found are still our ten moderators.
09:20.178 --> 09:23.600
[SPEAKER_02]: And they run the brand and all they ask for is a couple of products a month.
09:24.440 --> 09:26.881
[SPEAKER_02]: And I'll give them that for forever.
09:27.301 --> 09:30.983
[SPEAKER_02]: And they work maybe ten, twenty hours sometimes on just our community.
09:31.984 --> 09:33.224
[SPEAKER_01]: Yeah, I think that's a great hack.
09:35.453 --> 09:37.696
[SPEAKER_02]: Yeah, it helps.
09:37.796 --> 09:42.241
[SPEAKER_01]: Yeah, and it's an old brainer as well because they're a fan of your products.
09:42.281 --> 09:45.485
[SPEAKER_01]: So just why why not get your couple of your fans.
09:46.185 --> 09:47.727
[SPEAKER_01]: Just work with you, a line with you.
09:47.767 --> 09:49.589
[SPEAKER_01]: I think that's a great idea.
09:49.970 --> 09:53.233
[SPEAKER_01]: So there are a lot of especially in collagen and also fat partner.
09:53.273 --> 09:54.335
[SPEAKER_01]: There are as you know,
09:54.875 --> 09:56.537
[SPEAKER_01]: a lot of products out there.
09:57.177 --> 10:17.917
[SPEAKER_01]: And what's different, because I haven't done any research on this topic, what's the difference on multiple products, different products, and some doctors say, as you know, some fat burners might be critical for health reasons, and there might be harmful for your health,
10:18.477 --> 10:29.646
[SPEAKER_01]: So for anyone who's listening to us or who's interested in your products, what's the difference between different factors and different collagen products?
10:29.686 --> 10:31.167
[SPEAKER_01]: So what to watch out for?
10:31.868 --> 10:35.571
[SPEAKER_01]: Why do doctors say, you know, some of them are harmful?
10:36.391 --> 10:37.552
[SPEAKER_01]: Why is it harmful?
10:37.612 --> 10:38.813
[SPEAKER_01]: Can it be harmful?
10:39.354 --> 10:44.338
[SPEAKER_01]: How do we have to use them and what's the difference of all we?
10:44.817 --> 11:00.449
[SPEAKER_02]: Yeah, it's really tough because the truth here is from when you get to a point where college and when they first started with like vital proteins, they had, you know, pretty much dominated and monopolized the market initially.
11:01.310 --> 11:04.452
[SPEAKER_02]: Then you start to see college and becomes more readily available.
11:05.168 --> 11:07.629
[SPEAKER_02]: Right, and you start to see other people launch it and whatnot.
11:08.209 --> 11:18.513
[SPEAKER_02]: The truth is, as long as your collagen is bow vying and it's coming from a hydroly source, okay?
11:19.294 --> 11:24.256
[SPEAKER_02]: You can assume that the collagen is good, okay?
11:24.856 --> 11:24.976
[SPEAKER_02]: Now,
11:26.475 --> 11:37.522
[SPEAKER_02]: Given that collagen has been commoditized, there isn't that much difference from this collagen to the collagen next to it to the collagen after that.
11:38.863 --> 11:45.507
[SPEAKER_02]: What is important is what you're adding to the collagen to make it different.
11:46.687 --> 11:48.789
[SPEAKER_02]: So that's where we really stand out.
11:49.469 --> 11:53.712
[SPEAKER_02]: Most of the collagen you buy if you turn the label, it'll just say, ten grams of collagen.
11:54.503 --> 11:56.724
[SPEAKER_02]: Not maybe a little bit of vitamin's or minerals.
11:57.284 --> 12:12.070
[SPEAKER_02]: We hand-selected things like hyaluronic acid, biotin, vitamin C, vitamin E, calcium, iron, magnesium, because these are things that are like little jet packs to the collagen to make it absorb better in your body.
12:13.070 --> 12:18.352
[SPEAKER_02]: Now, those minerals and things I mentioned, they are expensive to add to the formula.
12:18.793 --> 12:20.693
[SPEAKER_02]: So many collagen are like, you know what?
12:21.374 --> 12:22.314
[SPEAKER_02]: I'm not going to add all this.
12:23.176 --> 12:25.217
[SPEAKER_02]: You're taking the collagen, it should do good enough.
12:26.357 --> 12:30.719
[SPEAKER_02]: The thing is, your body only absorbs about eighty percent of the collagen you ingest.
12:32.139 --> 12:39.322
[SPEAKER_02]: Our collagen goes up to ninety two percent, but it is also more expensive because it's better ingredients, et cetera.
12:39.822 --> 12:47.425
[SPEAKER_02]: So what you need to look for is, when you start to see products that offer the same stuff, you need to ask why is one better than the other.
12:47.445 --> 12:50.566
[SPEAKER_02]: And if you can't get a clear reason like this,
12:51.093 --> 12:52.053
[SPEAKER_02]: It's tough.
12:52.514 --> 13:05.699
[SPEAKER_02]: But overall, from a baseline of collagen, if you're using one collagen over another and they're both hydrolyzed bovine, you're not going to see a humongous difference because it's all coming from South America from one source.
13:06.499 --> 13:07.800
[SPEAKER_02]: I don't know if that's helpful.
13:08.801 --> 13:11.823
[SPEAKER_01]: Yes, so you decided we're not going for good enough.
13:12.003 --> 13:13.624
[SPEAKER_01]: We're going to go for the best.
13:14.585 --> 13:18.067
[SPEAKER_01]: And you decided to add all those vitamins and minerals.
13:18.447 --> 13:19.908
[SPEAKER_01]: And how about fat burners?
13:20.168 --> 13:22.830
[SPEAKER_01]: That's kind of like the trending topic right now.
13:23.391 --> 13:25.712
[SPEAKER_01]: People started using more and more fat burners.
13:25.772 --> 13:29.314
[SPEAKER_01]: When I was a teenager, this is two decades ago.
13:29.374 --> 13:32.817
[SPEAKER_01]: But fat burners were highly dangerous.
13:32.837 --> 13:34.658
[SPEAKER_01]: And doctors would recommend
13:35.118 --> 13:41.963
[SPEAKER_01]: And now, I think there are more natural, you know, fat burners and it's a different situation.
13:42.023 --> 13:44.664
[SPEAKER_01]: So what's the story with fat burners?
13:44.764 --> 13:48.307
[SPEAKER_01]: Are there truly still fat burners that can be harmful?
13:48.767 --> 13:51.769
[SPEAKER_01]: Or your health, especially as they say for your heart?
13:52.169 --> 13:53.350
[SPEAKER_01]: They're a hundred percent.
13:53.710 --> 13:55.031
[SPEAKER_01]: And how do you differentiate it?
13:55.051 --> 13:55.171
[SPEAKER_01]: Yeah.
13:55.711 --> 13:58.173
[SPEAKER_02]: Yeah, there's a hundred percent still harmful stuff out there.
13:58.253 --> 14:02.236
[SPEAKER_02]: The what to watch for is how much caffeine isn't it?
14:03.654 --> 14:09.567
[SPEAKER_02]: A lot of people with thought printers, what thought printer really is is it's a caffeine pill, okay?
14:10.369 --> 14:13.531
[SPEAKER_02]: And then they add some of these other additives to it that help it.
14:13.871 --> 14:25.739
[SPEAKER_02]: But what really gets your metabolism and fat burning is when caffeine gets your heart rate up and your heart rate helps process the fat burning.
14:26.180 --> 14:29.382
[SPEAKER_02]: This isn't none of it is like extreme science.
14:29.422 --> 14:33.404
[SPEAKER_02]: It's kind of like when you drink coffee, there's a reason it's a natural diuretic.
14:33.464 --> 14:35.245
[SPEAKER_02]: It's a needy that your heart rate goes up.
14:36.486 --> 14:42.708
[SPEAKER_02]: There's things that that a fat burner pill does that is just a form factor different from coffee.
14:43.808 --> 14:54.830
[SPEAKER_02]: Now, when it gets dangerous, is when people pack in two hundred three hundred milligrams of caffeine and people are like bouncing off the wall and they're like, oh, you know, I have so much energy.
14:54.890 --> 15:00.312
[SPEAKER_02]: I'm losing weight because I'm not eating because you don't even think about food when you're too much caffeine, right?
15:01.252 --> 15:05.693
[SPEAKER_02]: The problem is is if that's the only source of caffeine you're having in the day,
15:06.137 --> 15:06.397
[SPEAKER_02]: Great.
15:06.897 --> 15:11.860
[SPEAKER_02]: But then you see people taking a fat burner and then an energy drink coffee in the morning, right?
15:12.260 --> 15:17.063
[SPEAKER_02]: And you're like, wow, you're reaching one gram of caffeine, right?
15:17.183 --> 15:21.085
[SPEAKER_02]: And one gram of caffeine, that's going to start affecting your heart.
15:21.805 --> 15:30.109
[SPEAKER_02]: So I think part of it is just like, you need to boil this down to are you just looking for a shortcut or are you looking for a supplementation?
15:30.129 --> 15:31.870
[SPEAKER_02]: If you're looking for a shortcut,
15:32.353 --> 15:40.116
[SPEAKER_02]: It's probably not going to last long or work well and it's probably going to hurt you.
15:40.156 --> 15:57.562
[SPEAKER_02]: But if you're looking at it from a format of hey, this is what I want to do to help me get to the next level or hey, I just need to get a little bit more energy to be able to power through my workout or I need to be able to curb my appetite just a little bit more short.
15:58.602 --> 16:03.448
[SPEAKER_02]: Feperners are great and they work well, but we always preach to in our obby feperner.
16:03.908 --> 16:05.070
[SPEAKER_02]: This is not a magic pill.
16:05.490 --> 16:12.759
[SPEAKER_02]: You will not lose ten pounds overnight and if you do go to a doctor like you know like we don't want people to think that's what it does.
16:13.548 --> 16:15.449
[SPEAKER_01]: Yeah, and that's the unhealthy.
16:15.589 --> 16:16.970
[SPEAKER_01]: Yeah, I totally agree.
16:17.630 --> 16:20.392
[SPEAKER_01]: And if it's a supplement and then it works.
16:20.492 --> 16:27.075
[SPEAKER_01]: It's like it kind of like it's kind of like this little supplement that helps you.
16:27.595 --> 16:33.398
[SPEAKER_01]: And what about, so here in UK at least, Karateen is a big thing now.
16:35.980 --> 16:38.101
[SPEAKER_01]: How is that in US right now?
16:38.905 --> 16:43.509
[SPEAKER_02]: Yeah, uh, Carroton is big and Carroton's been something that's what do you think about that?
16:43.809 --> 16:49.894
[SPEAKER_02]: Yeah, it's it's it's been naturally found in like a shampoo and conditioner and mainly made mental hair products.
16:50.294 --> 16:51.395
[SPEAKER_02]: I think Carroton is good.
16:51.415 --> 16:57.380
[SPEAKER_02]: The problem is is it hasn't been clinically proven when you ingested that it works.
16:58.140 --> 17:01.383
[SPEAKER_02]: Naturally in your mind, the the truth is it should work.
17:01.843 --> 17:05.865
[SPEAKER_02]: but not everything that you topically put can work when you ingest it.
17:06.385 --> 17:14.349
[SPEAKER_02]: And so I think it's still early to know, but it is definitely a proven ingredient that works in certain ways.
17:15.129 --> 17:17.030
[SPEAKER_01]: Yeah, and there are still research.
17:17.765 --> 17:18.485
[SPEAKER_01]: being done.
17:18.906 --> 17:19.266
[SPEAKER_02]: Exactly.
17:20.006 --> 17:24.529
[SPEAKER_01]: Which yeah, which that's our concluded probably.
17:25.189 --> 17:33.053
[SPEAKER_01]: Yeah, and also you said you have the fact burner, you have the collagen, you have one, you I think you have some meal replacements.
17:33.073 --> 17:34.954
[SPEAKER_01]: So what are what were the other products?
17:34.974 --> 17:40.357
[SPEAKER_02]: Yeah, I mean the other we have a lot of other products, but our main other product is in
17:41.940 --> 17:49.230
[SPEAKER_02]: our colostrum and our collagen greens and our collagen hydrating greens.
17:49.971 --> 17:52.154
[SPEAKER_02]: So those products also do really, really well.
17:54.017 --> 17:57.582
[SPEAKER_02]: The main issue with a lot of these products.
17:58.763 --> 18:09.148
[SPEAKER_02]: is, in terms of what's in the market, is everyone has come out with the version of the product that is the cheapest and the fastest to get to market.
18:09.809 --> 18:16.612
[SPEAKER_02]: What we did is we added college into all of our products, so we don't believe you should just have hydration, you should have hydration and call them.
18:17.032 --> 18:19.894
[SPEAKER_02]: We don't believe you should just have greens, we think you should have collagen and greens.
18:20.439 --> 18:26.821
[SPEAKER_02]: And our whole theory behind that is beauty is the cornerstone of what's going to make you feel good and look good, right?
18:28.482 --> 18:31.903
[SPEAKER_02]: So why do we leave beauty behind when we're trying to solve other problems?
18:32.683 --> 18:32.903
[SPEAKER_02]: Right?
18:33.024 --> 18:35.604
[SPEAKER_02]: And that's the thesis of what we're building.
18:35.785 --> 18:36.205
[SPEAKER_01]: Yeah.
18:36.625 --> 18:36.865
[SPEAKER_01]: Yeah.
18:37.205 --> 18:39.206
[SPEAKER_01]: Hydration is also a big topic.
18:39.246 --> 18:41.627
[SPEAKER_01]: You should just just release his.
18:41.667 --> 18:41.867
[SPEAKER_00]: Yeah.
18:42.227 --> 18:46.048
[SPEAKER_01]: You probably know his powder and it's just just selling.
18:46.288 --> 18:47.189
[SPEAKER_01]: It's not cheap.
18:47.589 --> 18:47.729
[SPEAKER_00]: Yeah.
18:48.389 --> 19:12.398
[SPEAKER_01]: highly expensive it comes with an amazing box and you know very fancy you know that and and David himself spent a lot of time creating the whole box and the design and there has a you know there's a kind of like a booklet where with his words and his signature so that that's kind of like the thing now you know and everybody's after David Beckham's
19:13.398 --> 19:31.565
[SPEAKER_01]: hydration powder and hydration hydration is I think one of the most most important things when it comes to health not only fat burning but skin and health so I fully agree that's that's that's that's that combination and my next question will be
19:32.906 --> 19:44.732
[SPEAKER_01]: Are you only in US or have you started growing globally, what's global growth strategy and what's your overall growth strategy for the next three to five years?
19:45.773 --> 19:48.394
[SPEAKER_02]: Yeah, we're everywhere.
19:48.594 --> 19:53.737
[SPEAKER_02]: We're sold till date and over any countries.
19:55.040 --> 20:02.869
[SPEAKER_02]: But we actively sell, we market actually in over in Australia, New Zealand, UK, Canada and Mexico.
20:04.129 --> 20:05.331
[SPEAKER_02]: Those are our top territories.
20:05.831 --> 20:11.657
[SPEAKER_02]: We use a tool called OpenBoarder, which allows the ability to select customers see the final price.
20:12.077 --> 20:15.921
[SPEAKER_02]: They're going to pay, including duties, taxes, that and fees.
20:16.662 --> 20:22.448
[SPEAKER_02]: All at the initial price point display, which is really helpful.
20:23.569 --> 20:27.673
[SPEAKER_02]: So yeah, we were about twenty-five percent of ourselves on Permanent Actual.
20:28.257 --> 20:30.638
[SPEAKER_02]: So we're pretty, pretty big on that.
20:31.518 --> 20:33.819
[SPEAKER_02]: The tough part is as we can't go everywhere.
20:34.299 --> 20:39.842
[SPEAKER_02]: For example, we can't sell an India because in India, they protect the cow.
20:40.622 --> 20:45.364
[SPEAKER_02]: And you know, selling anything, hydrolyzed bovine is almost unheard of, you know.
20:46.335 --> 20:54.980
[SPEAKER_02]: You can't go to China because China doesn't allow you to market or run ads in some of their territories.
20:55.541 --> 20:57.862
[SPEAKER_02]: And so then you have a problem with customer acquisition.
20:58.322 --> 21:02.845
[SPEAKER_02]: We can't go to UK as aggressive as we live because they banned some of the ingredients from the US.
21:02.905 --> 21:06.727
[SPEAKER_02]: So international can be even bigger, but it is tough.
21:08.284 --> 21:09.205
[SPEAKER_01]: Yeah, it is stuff.
21:09.645 --> 21:12.047
[SPEAKER_01]: And in general, consumer products are tough.
21:13.148 --> 21:17.331
[SPEAKER_01]: Because of the whole marketing consumer products are very challenging.
21:17.371 --> 21:30.382
[SPEAKER_01]: So how could you get to, because you sell obviously well, especially for the first six years, how did you nail down the marketing, what's your marketing overall marketing strategy do you spend?
21:30.927 --> 21:38.290
[SPEAKER_01]: a lot on Facebook ads or social media, do you work with influencers, what's the marketing strategy?
21:38.590 --> 21:39.410
[SPEAKER_02]: Yeah, good question.
21:40.451 --> 21:45.673
[SPEAKER_02]: So we are doing a lot between meta is our bread and butter.
21:45.793 --> 21:49.594
[SPEAKER_02]: We spend anywhere between twenty five to thirty thousand dollars a day on meta ads.
21:51.639 --> 21:55.061
[SPEAKER_02]: from there, number two is Amazon.
21:56.502 --> 22:00.944
[SPEAKER_02]: And then of course, we're doing a lot on Google and Apple oven and few other platforms.
22:01.504 --> 22:04.366
[SPEAKER_02]: But digital presences are a number one thing.
22:05.187 --> 22:07.948
[SPEAKER_02]: In the last two years, we've expanded into retail.
22:08.508 --> 22:13.871
[SPEAKER_02]: And we've gone nationwide in like Walmart, Sprouts, H-E-B, and a few other key retailers.
22:14.492 --> 22:16.593
[SPEAKER_02]: And we're seeing really good progress there.
22:17.173 --> 22:19.955
[SPEAKER_02]: The only problem is, is you make far less margin.
22:20.903 --> 22:23.045
[SPEAKER_02]: And you see the sales cycle be a lot longer.
22:23.726 --> 22:27.469
[SPEAKER_02]: So it does a great business to be able to build, but it takes a long time.
22:28.510 --> 22:30.832
[SPEAKER_02]: But online's been our biggest piece.
22:30.872 --> 22:31.713
[SPEAKER_02]: It is what we do.
22:31.773 --> 22:34.636
[SPEAKER_02]: We test, you know, fifty to seventy creatives a week.
22:34.736 --> 22:38.680
[SPEAKER_02]: We're spending a lot on meta to learn how to keep acquiring customers.
22:38.720 --> 22:43.064
[SPEAKER_02]: We do a lot of landing page tests and testing how people are buying, et cetera.
22:44.718 --> 22:47.079
[SPEAKER_01]: Yeah, so you've probably have a great marketing team.
22:47.799 --> 22:48.319
[SPEAKER_01]: We're along.
22:48.859 --> 22:49.099
[SPEAKER_01]: Yes.
22:49.339 --> 22:51.480
[SPEAKER_01]: Yeah, that's great.
22:51.980 --> 22:59.103
[SPEAKER_01]: And do you have any strategies on your or in US market in Wal-Mart and many stores?
22:59.143 --> 23:03.684
[SPEAKER_01]: Do you have a strategy like that internationally or never, ever?
23:03.744 --> 23:05.745
[SPEAKER_02]: That's a good question.
23:06.205 --> 23:07.805
[SPEAKER_02]: I'd like to create a strategy.
23:07.845 --> 23:12.407
[SPEAKER_02]: The problem is is international buyers are very, very sporadic.
23:14.766 --> 23:17.628
[SPEAKER_02]: When they buy, they buy a lot, but they don't buy often.
23:18.289 --> 23:24.754
[SPEAKER_02]: And so it's tough to keep a cycle strategy because you don't know how they're going to make their decisions.
23:25.234 --> 23:28.897
[SPEAKER_02]: You don't know what they're going to do to decide on something.
23:28.937 --> 23:31.239
[SPEAKER_02]: So it's tougher to decide on that.
23:33.201 --> 23:36.583
[SPEAKER_01]: You probably would need marketing teams and sales teams abroad.
23:37.083 --> 23:38.604
[SPEAKER_02]: You do a lot of localized marketing.
23:38.664 --> 23:45.548
[SPEAKER_01]: Yeah, because all, like all countries, even cities, people act very differently.
23:45.648 --> 23:49.549
[SPEAKER_01]: I've been selling consumer products as well.
23:49.590 --> 23:51.390
[SPEAKER_01]: So it's like everywhere around the world.
23:51.430 --> 23:55.893
[SPEAKER_01]: So whole different strategy and it takes a lot to build.
23:57.233 --> 24:06.375
[SPEAKER_01]: And in US, I know that especially in meta ads and Amazon ads and generally ads, the customer position costs are really high.
24:06.835 --> 24:08.655
[SPEAKER_01]: Have you been able to drop them down?
24:09.075 --> 24:10.356
[SPEAKER_02]: It's a good question.
24:10.556 --> 24:20.037
[SPEAKER_02]: I don't think there is any way to really like look at it from like dropping down or going up too much the way we look at it or mentality is different.
24:20.737 --> 24:23.698
[SPEAKER_02]: Is the cost to acquire a customer is the cost to acquire a customer?
24:24.517 --> 24:27.982
[SPEAKER_02]: can we optimize and continue to try to bring that down?
24:28.062 --> 24:29.344
[SPEAKER_02]: Sure, we're always going to do that.
24:29.404 --> 24:30.685
[SPEAKER_02]: I think everyone should be doing that.
24:31.306 --> 24:39.377
[SPEAKER_02]: But instead of getting fixated on how to bring it down, what we try and do is if this is going to be the cost of choir.
24:40.163 --> 24:43.925
[SPEAKER_02]: What do I need to do to afford a customer like this, right?
24:44.585 --> 24:48.727
[SPEAKER_02]: So we go and make our upsells and our AOV hire.
24:49.188 --> 24:55.071
[SPEAKER_02]: We go and focus on making sure that our LTV and our product and our subscription does really well.
24:55.571 --> 25:03.275
[SPEAKER_02]: So that even if you go from acquiring a customer for thirty dollars to now sixty, it shouldn't be like, oh man, my business is done.
25:03.455 --> 25:09.278
[SPEAKER_02]: It's more so like, okay, at sixty, I need people to be, you know, the AOV needs to be at least a hundred and ten.
25:10.157 --> 25:13.058
[SPEAKER_02]: And I need the people to buy this one more order over LTV.
25:13.118 --> 25:15.179
[SPEAKER_02]: So I think that's how we think about it.
25:15.739 --> 25:21.342
[SPEAKER_01]: Yeah, working on that strategy, probably focusing on decreasing chart rates.
25:21.442 --> 25:24.543
[SPEAKER_01]: So how are your chart rates right now?
25:24.623 --> 25:25.364
[SPEAKER_01]: Do many people?
25:25.724 --> 25:28.025
[SPEAKER_01]: And my question would be I'm also interested in this.
25:28.405 --> 25:37.269
[SPEAKER_01]: When people see an ad, do they first decide to, because you have different marketing strategies, different sales strategies, different prices,
25:38.149 --> 25:47.612
[SPEAKER_01]: do most people decide on buying the product and testing it out and then subscription or are there like what's the ratio over there?
25:47.652 --> 25:49.652
[SPEAKER_01]: How many people when they're first CDN?
25:50.032 --> 25:52.753
[SPEAKER_01]: How many people decide on subscribing?
25:53.933 --> 25:59.995
[SPEAKER_02]: So we're first our sharing rate is about one out of every three customers sharing.
26:01.367 --> 26:02.428
[SPEAKER_02]: about thirty-three percent.
26:03.149 --> 26:04.671
[SPEAKER_02]: And then our subscription.
26:04.731 --> 26:05.471
[SPEAKER_01]: And that's usual.
26:06.192 --> 26:08.154
[SPEAKER_02]: Yeah, it's it's it's it's pretty standard.
26:08.634 --> 26:12.638
[SPEAKER_02]: But then our our our subscription is one out of every five people subscribe.
26:13.159 --> 26:15.301
[SPEAKER_02]: So it's a little lower than we'd like.
26:15.881 --> 26:22.068
[SPEAKER_02]: But also a lot of people want to try our product because there's flavors in mall and then there is results in mall.
26:22.696 --> 26:34.723
[SPEAKER_02]: Right, typically you subscribe for products that are more so I need this no matter what like your vitamins or maybe like certain products that you use for making food or maybe certain pet products.
26:35.203 --> 26:40.226
[SPEAKER_02]: But when it comes to like, yeah, I need to first try this product right and see if it works for me.
26:41.306 --> 26:44.188
[SPEAKER_02]: That's why I think it's harder for us to get a larger.
26:45.328 --> 26:51.591
[SPEAKER_01]: Yeah, and once the customers are in, I think you need different strategies to keep them in.
26:51.671 --> 26:53.731
[SPEAKER_01]: And I'm going to, that's going to be my last question.
26:54.071 --> 26:56.352
[SPEAKER_01]: Of course, you're building the community.
26:56.392 --> 27:03.615
[SPEAKER_01]: But you probably have worked a great strategy on once the customer tried a product, which I was a product.
27:04.015 --> 27:07.917
[SPEAKER_01]: How do you keep them in and get them to buy the next one and the next one?
27:07.977 --> 27:09.558
[SPEAKER_01]: And maybe subscribe.
27:09.598 --> 27:10.278
[SPEAKER_01]: You probably
27:10.758 --> 27:13.659
[SPEAKER_01]: have mailing lists to do promotions.
27:13.679 --> 27:14.600
[SPEAKER_01]: Yeah, it's a great question.
27:14.620 --> 27:15.140
[SPEAKER_01]: What do you do?
27:15.480 --> 27:17.341
[SPEAKER_02]: There's a ton, there's a ton you do, right?
27:17.581 --> 27:25.324
[SPEAKER_02]: One, so we start at the bottom level, which is, this is our community led efforts.
27:25.344 --> 27:30.125
[SPEAKER_02]: So like, what are we telling our community to remember to keep purchasing it, right?
27:30.165 --> 27:32.426
[SPEAKER_02]: How are we training them?
27:33.627 --> 27:39.209
[SPEAKER_02]: Number two, we go into our email SMS and making sure are we communicating with our customers?
27:39.968 --> 27:49.853
[SPEAKER_02]: Right enough to remind them then we go address a description platform and see are are all the triggers to remind people about staying on track working.
27:50.593 --> 27:57.877
[SPEAKER_02]: Then we go into making sure that you know when it comes to our communication on our website and landing pages and our app that we have.
27:58.445 --> 28:02.066
[SPEAKER_02]: Are we doing a right amount of push notification a lot right right amount of messaging?
28:02.547 --> 28:14.171
[SPEAKER_02]: And then lastly, we look at our influencers and we look at all of our spokespeople and making sure that they're spreading the right word consistently all the time because a lot of people follow them as well.
28:14.591 --> 28:16.392
[SPEAKER_02]: So it's a mixture of all the above.
28:18.017 --> 28:19.838
[SPEAKER_01]: Yeah, yeah.
28:19.918 --> 28:25.022
[SPEAKER_01]: And what's the future look like product wise?
28:25.162 --> 28:31.127
[SPEAKER_01]: Are you planning to produce a couple of new products or are you done for now?
28:31.847 --> 28:33.148
[SPEAKER_02]: Yeah, we're working on a few things.
28:33.909 --> 28:39.553
[SPEAKER_02]: Number one, we want to go much more into the women's wellness.
28:39.853 --> 28:46.739
[SPEAKER_02]: We're doing a few products around PMS relief, you know, pairing menopause relief.
28:48.336 --> 28:49.836
[SPEAKER_02]: You know, premenopause relief.
28:51.517 --> 29:08.741
[SPEAKER_02]: Just like women gearing up for their next stage of life, which is, you know, like when they look at menopause and before menopause and postmenopause, that sector of life feels like it's not, there's not enough there for women.
29:10.021 --> 29:12.562
[SPEAKER_02]: So we're working on on on that in the number three.
29:13.333 --> 29:20.917
[SPEAKER_02]: We're also working on the ant acid category where right now if you need something for ant acid, it's always tons.
29:21.918 --> 29:24.539
[SPEAKER_02]: And if it's versatile, it tons is in pregnancy safe.
29:25.220 --> 29:27.021
[SPEAKER_02]: There's really not great flavors.
29:27.141 --> 29:28.201
[SPEAKER_02]: It's very chalky.
29:28.221 --> 29:31.323
[SPEAKER_02]: So we're working on a product to come and disrupt that market.
29:32.564 --> 29:33.084
[SPEAKER_01]: Brilliant.
29:33.464 --> 29:34.245
[SPEAKER_01]: Yeah, amazing.
29:35.695 --> 29:38.398
[SPEAKER_01]: I enjoyed every moment of our conversation.
29:38.418 --> 29:39.259
[SPEAKER_00]: Oh, no, likewise, great.
29:39.339 --> 29:42.662
[SPEAKER_01]: I'm kind of a consumable product and startups.
29:42.883 --> 29:43.403
[SPEAKER_01]: That's awesome.
29:43.443 --> 29:44.404
[SPEAKER_01]: Yeah, thank you.
29:44.965 --> 29:50.010
[SPEAKER_01]: And one last thing, maybe four entrepreneurs and founders who are listening.
29:50.530 --> 30:05.536
[SPEAKER_01]: It takes us a lot of work, a lot of courage and a lot of discipline to be a founder and to be a co-founder, to build a product and to keep on building your startup.
30:05.556 --> 30:19.642
[SPEAKER_01]: Do you have any last maybe sentences for entrepreneurs and founders that are at pre-seed level, idea level, just maybe a couple of sentences for them, what to watch out for,
30:20.640 --> 30:32.150
[SPEAKER_02]: Yeah, I think the one thing I will say just mentality was like, um, I feel like if you're choosing to be an entrepreneur, um, this may ruffle some feathers, but there's no such thing as like work life balance.
30:33.071 --> 30:36.594
[SPEAKER_02]: Um, I think there is only work life like rhythm.
30:37.134 --> 30:38.896
[SPEAKER_02]: I think like balance is like kind of a lie.
30:38.916 --> 30:43.340
[SPEAKER_02]: It's like it assumes everything is like a static weight on the scale.
30:44.261 --> 30:55.357
[SPEAKER_02]: But like founding a business like everything is seasonal there's cyclical elements there's you know some seasons you have to sprint others you have to recover and I think the trick is knowing like
30:56.907 --> 31:06.734
[SPEAKER_02]: When do you need to communicate these things to your friends, family, your team and yourself and just knowing that this is who you're choosing to become?
31:08.295 --> 31:14.259
[SPEAKER_02]: And I think, but at the same layer to that, the goal should not be burnout.
31:14.299 --> 31:17.221
[SPEAKER_02]: Like a lot of people sometimes use burnout as a badge of honor.
31:18.919 --> 31:26.970
[SPEAKER_02]: You don't want to get to that level either, but you also don't need to find this work-life balance myth that I believe exists out there.
31:27.671 --> 31:32.898
[SPEAKER_02]: So I think just find the right components that work for you.
31:33.627 --> 31:34.568
[SPEAKER_01]: Yeah, I agree.
31:34.648 --> 31:35.429
[SPEAKER_01]: I fully agree.
31:35.469 --> 31:41.655
[SPEAKER_01]: And that's why I sometimes see the startup journey and having a startup company as having a child.
31:42.696 --> 31:44.818
[SPEAKER_01]: Sometimes they need more attention.
31:44.838 --> 31:51.244
[SPEAKER_01]: You're just fully focused on maybe his sick or she's sick and you're fully focused on them for a couple of weeks.
31:51.904 --> 31:53.226
[SPEAKER_01]: And then they go to school.
31:53.246 --> 31:56.128
[SPEAKER_01]: You have, you know, you focus on maybe other things.
31:56.168 --> 31:57.209
[SPEAKER_01]: You retreat a bit.
31:57.289 --> 31:57.590
[SPEAKER_01]: And then
31:58.110 --> 32:00.192
[SPEAKER_01]: They come home and you're fully focused on them.
32:00.232 --> 32:09.279
[SPEAKER_01]: So it's kind of like this child that needs constant attention and maybe sometimes you can retreat, but your whole idea of life has to be around that.
32:09.719 --> 32:14.343
[SPEAKER_01]: It's like that should be our main focus if you want to, if you want to succeed, of course.
32:14.943 --> 32:17.185
[SPEAKER_02]: No, I think I really, really will set.
32:17.547 --> 32:17.828
[SPEAKER_01]: Yeah.
32:18.429 --> 32:23.482
[SPEAKER_01]: Thank you lovely meeting you and I love you all my forward to meeting you in person as well.
32:23.963 --> 32:24.464
[SPEAKER_02]: Likewise.
32:24.604 --> 32:25.386
[SPEAKER_02]: No, this is awesome.
32:25.426 --> 32:26.409
[SPEAKER_02]: Thank you so much for having me.
32:26.850 --> 32:27.171
[SPEAKER_01]: Yeah.
32:27.672 --> 32:28.414
[SPEAKER_01]: Thank you Ron.
32:28.514 --> 32:29.115
[SPEAKER_01]: Take care.
32:29.196 --> 32:34.428
[SPEAKER_01]: Thanks for watching us on YouTube and also listening to next level of humanity.
32:34.589 --> 32:36.253
[SPEAKER_01]: I'll see you in the next episode.
00:02.265 --> 00:05.768
[SPEAKER_01]: Hey there, you're listening to the next level humanity podcast.
00:07.229 --> 00:09.631
[SPEAKER_01]: I'm Nevesha, the Wonder Woman as they say.
00:10.031 --> 00:15.816
[SPEAKER_01]: And I'm here to share with you a new way of being, living and recreating your life from scratch.
00:18.968 --> 00:19.848
[SPEAKER_01]: Hello, everyone.
00:20.009 --> 00:23.310
[SPEAKER_01]: Welcome to the next level humanity podcast.
00:23.490 --> 00:24.651
[SPEAKER_01]: I have Ron here.
00:24.751 --> 00:25.452
[SPEAKER_01]: Welcome, Ron.
00:25.532 --> 00:26.772
[SPEAKER_02]: Thank you so much for having me.
00:27.012 --> 00:29.814
[SPEAKER_01]: It's another successful entrepreneur.
00:30.314 --> 00:34.056
[SPEAKER_01]: I'm so excited for today because we will talk about all of it.
00:34.516 --> 00:36.638
[SPEAKER_01]: And yeah, so excited.
00:36.698 --> 00:39.079
[SPEAKER_01]: I think that's the trend, especially for women.
00:40.500 --> 01:02.382
[SPEAKER_01]: Collegian and let's get younger as someone being a being a house into your left couldn't say it in English and as someone who is trying to feed herself healthy and exercise every day and personally
01:02.922 --> 01:04.683
[SPEAKER_01]: very much interested in obviously.
01:05.083 --> 01:07.685
[SPEAKER_01]: So let's speak about the idea.
01:07.745 --> 01:10.927
[SPEAKER_01]: Like how did you come up with the idea?
01:10.947 --> 01:14.909
[SPEAKER_01]: And then how long did it take you to build a product?
01:14.989 --> 01:20.312
[SPEAKER_01]: And because it's not a technological product, it's a real product, hands-on product.
01:20.773 --> 01:23.794
[SPEAKER_01]: And I know it takes a lot of research and work.
01:23.855 --> 01:26.996
[SPEAKER_01]: And I would love to hear the whole process from start.
01:27.477 --> 01:28.918
[SPEAKER_02]: I know it's a great question.
01:30.446 --> 01:37.048
[SPEAKER_02]: My background has been able to be in the supplement and health and wellness space for about eleven years now.
01:37.228 --> 01:45.470
[SPEAKER_02]: I used to work at a supplement brand, and I like some of the things that brand did, but I also didn't love some of the things that did.
01:45.490 --> 01:48.131
[SPEAKER_02]: And I told myself, you know, one day I want to start my own brand.
01:48.151 --> 01:50.991
[SPEAKER_02]: So six years ago, I set out to start, obviously.
01:51.351 --> 01:55.432
[SPEAKER_02]: And my goal was that I wanted to create and build a very consumer centric brand.
01:56.173 --> 01:57.493
[SPEAKER_02]: And what I mean by that is,
01:58.405 --> 02:06.890
[SPEAKER_02]: A lot of brands and people who create brands and release products from it, they build it for what they believe is what people want.
02:07.671 --> 02:13.054
[SPEAKER_02]: What I wanted to do was, I wanted to ask exactly what people wanted and just build that.
02:13.935 --> 02:23.161
[SPEAKER_02]: And so Obv, it's actually short from for obvious, is we wanted to make products that were such an obvious choice because it's exactly what you asked for, right?
02:23.681 --> 02:24.622
[SPEAKER_02]: So from day one,
02:26.002 --> 02:32.606
[SPEAKER_02]: I said, I want to build and help in wellness and female wellness because I believe there isn't too many words.
02:32.626 --> 02:32.866
[SPEAKER_01]: Right.
02:32.926 --> 02:34.948
[SPEAKER_01]: So obvious that it is female.
02:34.968 --> 02:46.815
[SPEAKER_01]: I think everything you build with the color and the vibe with the energy and that's what women need, especially women my age between I think the age of thirty to fifty fifty five sixty.
02:47.395 --> 02:48.436
[SPEAKER_01]: It's just brilliant.
02:48.496 --> 02:50.937
[SPEAKER_01]: I think it's a fabulous product.
02:51.217 --> 02:51.978
[SPEAKER_01]: I'll leave it to you.
02:52.178 --> 02:52.798
[SPEAKER_02]: No, absolutely.
02:52.838 --> 02:54.099
[SPEAKER_02]: So, you know, we've been
02:54.599 --> 03:17.885
[SPEAKER_02]: We've been building something where I believe my hypothesis and thesis of starting on V was, if I create a brand that is fun to take, that looks like lovely with packaging and that is as exciting taste and flavors, then I believe women will put my product on their countertops and not hidden behind their cabinets.
03:18.601 --> 03:23.087
[SPEAKER_02]: And you know, health and wellness products that sit on counter dops, they just are used more.
03:23.247 --> 03:25.049
[SPEAKER_02]: They, it's something that people are proud of.
03:25.369 --> 03:28.072
[SPEAKER_02]: So that's how we started this brand and that was our hypothesis.
03:28.453 --> 03:29.935
[SPEAKER_02]: From day one, I built a community.
03:29.995 --> 03:33.519
[SPEAKER_02]: We have the largest college and community in the world on Facebook group.
03:33.639 --> 03:38.345
[SPEAKER_02]: That's about hundred and fifty thousand active women because I asked them exactly what they wanted.
03:38.825 --> 03:42.249
[SPEAKER_02]: So every product is actually built with our customers.
03:42.950 --> 03:47.475
[SPEAKER_02]: They've helped us with what they want in ingredients, what new products they want from us period.
03:48.937 --> 03:53.462
[SPEAKER_01]: That's such a big lesson I think for all entrepreneurs founders.
03:54.788 --> 03:56.388
[SPEAKER_01]: nail it and succeed it.
03:56.568 --> 04:00.089
[SPEAKER_01]: It's our creating what people actually are asking for.
04:01.270 --> 04:09.471
[SPEAKER_01]: And it's truly obvious that you did that as a woman who has been in the wellness sector for over twenty-five years.
04:09.491 --> 04:11.452
[SPEAKER_01]: I can see that clearly.
04:12.232 --> 04:17.433
[SPEAKER_01]: And how long did it take you to gather all that data?
04:18.233 --> 04:23.915
[SPEAKER_01]: Because I think it took you some time to decide on which products to produce and
04:25.576 --> 04:32.480
[SPEAKER_01]: How long didn't take and how how was the process life like that together all that data How did you analyze?
04:33.281 --> 04:51.153
[SPEAKER_02]: hundred percent so I think for us the biggest piece was We took about nine months to just gather data asking questions Combat in question asking you know people on the street asking friends and family everyone we could ask
04:52.187 --> 04:55.608
[SPEAKER_02]: And from there, a lot of people wanted a lot of different things.
04:56.288 --> 05:02.810
[SPEAKER_02]: And so then we realized we had to consolidate to what we believe is the most common and the common denominator, which was collagen.
05:03.410 --> 05:04.931
[SPEAKER_02]: Everyone wanted a feel younger.
05:06.071 --> 05:08.172
[SPEAKER_02]: They wanted a look younger, right?
05:08.512 --> 05:11.653
[SPEAKER_02]: And then they wanted stuff that can be tasty.
05:12.670 --> 05:14.931
[SPEAKER_02]: And they wanted something that was easy to use.
05:15.051 --> 05:19.353
[SPEAKER_02]: So when you have to create like something like that, you know, it takes time to build it.
05:19.393 --> 05:25.535
[SPEAKER_02]: So we started with collagen, but we wanted to make collagen, you know, a very, very complex formula.
05:26.275 --> 05:34.058
[SPEAKER_02]: And so we are the only fortified collagen vitamin C, vitamin E iron, magnesium, calcium, biotin in the market.
05:34.338 --> 05:40.961
[SPEAKER_02]: And it's because there's an expensive ingredients and minerals, but we wanted to make sure we create the best product.
05:41.486 --> 05:43.787
[SPEAKER_01]: Yeah, and how are the how are the results?
05:43.827 --> 05:45.748
[SPEAKER_01]: So he took you probably a couple of months.
05:45.788 --> 05:48.809
[SPEAKER_01]: You that produced the first product.
05:49.289 --> 05:53.210
[SPEAKER_01]: How did you like what are the results you're getting?
05:53.250 --> 05:55.931
[SPEAKER_01]: How do you track the results?
05:56.411 --> 05:57.132
[SPEAKER_02]: Yeah.
05:57.172 --> 06:04.654
[SPEAKER_02]: So results wise, you know, initially our biggest goal was was when someone buys once will they come back and buy again?
06:05.255 --> 06:07.315
[SPEAKER_02]: That was like our biggest cursors that we use.
06:07.355 --> 06:07.575
[SPEAKER_02]: Yeah.
06:09.663 --> 06:19.505
[SPEAKER_02]: Now from that point onwards, what was really, really important for us was if someone buys once and when they buy again.
06:19.961 --> 06:21.202
[SPEAKER_02]: are they buying the same product?
06:21.642 --> 06:23.304
[SPEAKER_02]: Or are they buying something different that we have?
06:23.684 --> 06:25.425
[SPEAKER_02]: So those are our initial cursors.
06:25.445 --> 06:32.871
[SPEAKER_02]: You know, overall results wise, we've done a little north of a hundred and five million in sales in these six years.
06:33.671 --> 06:39.696
[SPEAKER_02]: And you know, we've grew mainly through digital, but now we're also in about fifteen thousand retail doors.
06:39.756 --> 06:44.620
[SPEAKER_02]: So over the years, we've been able to prove out our hypothesis.
06:44.680 --> 06:45.981
[SPEAKER_02]: I mean, we're still trying to prove it.
06:46.541 --> 06:52.764
[SPEAKER_02]: But we've definitely been able to be successful in some of those key deliberations.
06:54.185 --> 06:54.365
[SPEAKER_01]: Yeah.
06:54.745 --> 06:56.446
[SPEAKER_01]: And now you have a couple of products.
06:56.486 --> 06:58.186
[SPEAKER_01]: You started with collagen.
06:58.326 --> 06:58.687
[SPEAKER_00]: That's right.
06:58.847 --> 07:00.908
[SPEAKER_01]: And then you now have a couple of products.
07:00.928 --> 07:07.631
[SPEAKER_01]: And then after the first product, how did you decide on the next and the next and the same process look like?
07:07.771 --> 07:12.373
[SPEAKER_02]: The same way we did it day one, the same way we did it now is put out a survey.
07:13.093 --> 07:15.316
[SPEAKER_02]: We asked our customers, what do you want to see next?
07:15.496 --> 07:16.377
[SPEAKER_02]: They said fat burner.
07:16.758 --> 07:18.199
[SPEAKER_02]: So we went to work on a fat burner.
07:18.680 --> 07:21.323
[SPEAKER_02]: After that, they said we want a greens powder and colostrum.
07:21.363 --> 07:22.404
[SPEAKER_02]: We worked to work on that.
07:22.464 --> 07:26.529
[SPEAKER_02]: So we have never come up with the product ourselves.
07:27.375 --> 07:30.999
[SPEAKER_02]: every single product has been released by our customers.
07:31.900 --> 07:41.290
[SPEAKER_02]: So that I think it also helps with the success of the product because if you create something someone says they want, you can go to them and say, hey, I made it, go buy it, right?
07:41.310 --> 07:43.152
[SPEAKER_02]: And you can almost expect them to buy it.
07:44.093 --> 07:45.235
[SPEAKER_02]: So that that's been helpful.
07:46.756 --> 07:48.138
[SPEAKER_01]: Yeah, and then you probably
07:49.173 --> 08:15.090
[SPEAKER_01]: do know as well as I do that having a community is one of the biggest powers you know especially in wellness and health and I've been investing in my community for over twenty five years and having that trusted communities I think that's that's great to have it takes time and it takes a lot of effort so how are you managing the you said you have a Facebook community how are you managing the
08:15.630 --> 08:20.992
[SPEAKER_01]: The community, do you have a community manager or like what's started?
08:21.112 --> 08:30.136
[SPEAKER_02]: I never believed in community managers because I feel like they wouldn't be in touch as much what I did was over the first year of business.
08:30.597 --> 08:40.081
[SPEAKER_02]: What I did was I took the customers that I exported all my orders and I took the customers that had spent the most amount of money with me.
08:41.101 --> 08:43.202
[SPEAKER_02]: Okay, so the highest lifetime value.
08:44.133 --> 08:55.380
[SPEAKER_02]: And I told them, I reached out to them and I said, hey guys, I want to give you free product for life in exchange for helping monitor and moderate my community.
08:56.860 --> 09:00.222
[SPEAKER_02]: Because they had already spent five hundred to a thousand dollars with me.
09:00.543 --> 09:02.484
[SPEAKER_02]: I don't need them to spend more with my brand.
09:02.564 --> 09:03.925
[SPEAKER_02]: I've made my LTV from them.
09:04.465 --> 09:12.650
[SPEAKER_02]: But given how dedicated they were with us and how much they loved the brand, I knew they would be the best folks people for our community.
09:13.395 --> 09:19.338
[SPEAKER_02]: So now, over the course of six years, these ten people that I initially found are still our ten moderators.
09:20.178 --> 09:23.600
[SPEAKER_02]: And they run the brand and all they ask for is a couple of products a month.
09:24.440 --> 09:26.881
[SPEAKER_02]: And I'll give them that for forever.
09:27.301 --> 09:30.983
[SPEAKER_02]: And they work maybe ten, twenty hours sometimes on just our community.
09:31.984 --> 09:33.224
[SPEAKER_01]: Yeah, I think that's a great hack.
09:35.453 --> 09:37.696
[SPEAKER_02]: Yeah, it helps.
09:37.796 --> 09:42.241
[SPEAKER_01]: Yeah, and it's an old brainer as well because they're a fan of your products.
09:42.281 --> 09:45.485
[SPEAKER_01]: So just why why not get your couple of your fans.
09:46.185 --> 09:47.727
[SPEAKER_01]: Just work with you, a line with you.
09:47.767 --> 09:49.589
[SPEAKER_01]: I think that's a great idea.
09:49.970 --> 09:53.233
[SPEAKER_01]: So there are a lot of especially in collagen and also fat partner.
09:53.273 --> 09:54.335
[SPEAKER_01]: There are as you know,
09:54.875 --> 09:56.537
[SPEAKER_01]: a lot of products out there.
09:57.177 --> 10:17.917
[SPEAKER_01]: And what's different, because I haven't done any research on this topic, what's the difference on multiple products, different products, and some doctors say, as you know, some fat burners might be critical for health reasons, and there might be harmful for your health,
10:18.477 --> 10:29.646
[SPEAKER_01]: So for anyone who's listening to us or who's interested in your products, what's the difference between different factors and different collagen products?
10:29.686 --> 10:31.167
[SPEAKER_01]: So what to watch out for?
10:31.868 --> 10:35.571
[SPEAKER_01]: Why do doctors say, you know, some of them are harmful?
10:36.391 --> 10:37.552
[SPEAKER_01]: Why is it harmful?
10:37.612 --> 10:38.813
[SPEAKER_01]: Can it be harmful?
10:39.354 --> 10:44.338
[SPEAKER_01]: How do we have to use them and what's the difference of all we?
10:44.817 --> 11:00.449
[SPEAKER_02]: Yeah, it's really tough because the truth here is from when you get to a point where college and when they first started with like vital proteins, they had, you know, pretty much dominated and monopolized the market initially.
11:01.310 --> 11:04.452
[SPEAKER_02]: Then you start to see college and becomes more readily available.
11:05.168 --> 11:07.629
[SPEAKER_02]: Right, and you start to see other people launch it and whatnot.
11:08.209 --> 11:18.513
[SPEAKER_02]: The truth is, as long as your collagen is bow vying and it's coming from a hydroly source, okay?
11:19.294 --> 11:24.256
[SPEAKER_02]: You can assume that the collagen is good, okay?
11:24.856 --> 11:24.976
[SPEAKER_02]: Now,
11:26.475 --> 11:37.522
[SPEAKER_02]: Given that collagen has been commoditized, there isn't that much difference from this collagen to the collagen next to it to the collagen after that.
11:38.863 --> 11:45.507
[SPEAKER_02]: What is important is what you're adding to the collagen to make it different.
11:46.687 --> 11:48.789
[SPEAKER_02]: So that's where we really stand out.
11:49.469 --> 11:53.712
[SPEAKER_02]: Most of the collagen you buy if you turn the label, it'll just say, ten grams of collagen.
11:54.503 --> 11:56.724
[SPEAKER_02]: Not maybe a little bit of vitamin's or minerals.
11:57.284 --> 12:12.070
[SPEAKER_02]: We hand-selected things like hyaluronic acid, biotin, vitamin C, vitamin E, calcium, iron, magnesium, because these are things that are like little jet packs to the collagen to make it absorb better in your body.
12:13.070 --> 12:18.352
[SPEAKER_02]: Now, those minerals and things I mentioned, they are expensive to add to the formula.
12:18.793 --> 12:20.693
[SPEAKER_02]: So many collagen are like, you know what?
12:21.374 --> 12:22.314
[SPEAKER_02]: I'm not going to add all this.
12:23.176 --> 12:25.217
[SPEAKER_02]: You're taking the collagen, it should do good enough.
12:26.357 --> 12:30.719
[SPEAKER_02]: The thing is, your body only absorbs about eighty percent of the collagen you ingest.
12:32.139 --> 12:39.322
[SPEAKER_02]: Our collagen goes up to ninety two percent, but it is also more expensive because it's better ingredients, et cetera.
12:39.822 --> 12:47.425
[SPEAKER_02]: So what you need to look for is, when you start to see products that offer the same stuff, you need to ask why is one better than the other.
12:47.445 --> 12:50.566
[SPEAKER_02]: And if you can't get a clear reason like this,
12:51.093 --> 12:52.053
[SPEAKER_02]: It's tough.
12:52.514 --> 13:05.699
[SPEAKER_02]: But overall, from a baseline of collagen, if you're using one collagen over another and they're both hydrolyzed bovine, you're not going to see a humongous difference because it's all coming from South America from one source.
13:06.499 --> 13:07.800
[SPEAKER_02]: I don't know if that's helpful.
13:08.801 --> 13:11.823
[SPEAKER_01]: Yes, so you decided we're not going for good enough.
13:12.003 --> 13:13.624
[SPEAKER_01]: We're going to go for the best.
13:14.585 --> 13:18.067
[SPEAKER_01]: And you decided to add all those vitamins and minerals.
13:18.447 --> 13:19.908
[SPEAKER_01]: And how about fat burners?
13:20.168 --> 13:22.830
[SPEAKER_01]: That's kind of like the trending topic right now.
13:23.391 --> 13:25.712
[SPEAKER_01]: People started using more and more fat burners.
13:25.772 --> 13:29.314
[SPEAKER_01]: When I was a teenager, this is two decades ago.
13:29.374 --> 13:32.817
[SPEAKER_01]: But fat burners were highly dangerous.
13:32.837 --> 13:34.658
[SPEAKER_01]: And doctors would recommend
13:35.118 --> 13:41.963
[SPEAKER_01]: And now, I think there are more natural, you know, fat burners and it's a different situation.
13:42.023 --> 13:44.664
[SPEAKER_01]: So what's the story with fat burners?
13:44.764 --> 13:48.307
[SPEAKER_01]: Are there truly still fat burners that can be harmful?
13:48.767 --> 13:51.769
[SPEAKER_01]: Or your health, especially as they say for your heart?
13:52.169 --> 13:53.350
[SPEAKER_01]: They're a hundred percent.
13:53.710 --> 13:55.031
[SPEAKER_01]: And how do you differentiate it?
13:55.051 --> 13:55.171
[SPEAKER_01]: Yeah.
13:55.711 --> 13:58.173
[SPEAKER_02]: Yeah, there's a hundred percent still harmful stuff out there.
13:58.253 --> 14:02.236
[SPEAKER_02]: The what to watch for is how much caffeine isn't it?
14:03.654 --> 14:09.567
[SPEAKER_02]: A lot of people with thought printers, what thought printer really is is it's a caffeine pill, okay?
14:10.369 --> 14:13.531
[SPEAKER_02]: And then they add some of these other additives to it that help it.
14:13.871 --> 14:25.739
[SPEAKER_02]: But what really gets your metabolism and fat burning is when caffeine gets your heart rate up and your heart rate helps process the fat burning.
14:26.180 --> 14:29.382
[SPEAKER_02]: This isn't none of it is like extreme science.
14:29.422 --> 14:33.404
[SPEAKER_02]: It's kind of like when you drink coffee, there's a reason it's a natural diuretic.
14:33.464 --> 14:35.245
[SPEAKER_02]: It's a needy that your heart rate goes up.
14:36.486 --> 14:42.708
[SPEAKER_02]: There's things that that a fat burner pill does that is just a form factor different from coffee.
14:43.808 --> 14:54.830
[SPEAKER_02]: Now, when it gets dangerous, is when people pack in two hundred three hundred milligrams of caffeine and people are like bouncing off the wall and they're like, oh, you know, I have so much energy.
14:54.890 --> 15:00.312
[SPEAKER_02]: I'm losing weight because I'm not eating because you don't even think about food when you're too much caffeine, right?
15:01.252 --> 15:05.693
[SPEAKER_02]: The problem is is if that's the only source of caffeine you're having in the day,
15:06.137 --> 15:06.397
[SPEAKER_02]: Great.
15:06.897 --> 15:11.860
[SPEAKER_02]: But then you see people taking a fat burner and then an energy drink coffee in the morning, right?
15:12.260 --> 15:17.063
[SPEAKER_02]: And you're like, wow, you're reaching one gram of caffeine, right?
15:17.183 --> 15:21.085
[SPEAKER_02]: And one gram of caffeine, that's going to start affecting your heart.
15:21.805 --> 15:30.109
[SPEAKER_02]: So I think part of it is just like, you need to boil this down to are you just looking for a shortcut or are you looking for a supplementation?
15:30.129 --> 15:31.870
[SPEAKER_02]: If you're looking for a shortcut,
15:32.353 --> 15:40.116
[SPEAKER_02]: It's probably not going to last long or work well and it's probably going to hurt you.
15:40.156 --> 15:57.562
[SPEAKER_02]: But if you're looking at it from a format of hey, this is what I want to do to help me get to the next level or hey, I just need to get a little bit more energy to be able to power through my workout or I need to be able to curb my appetite just a little bit more short.
15:58.602 --> 16:03.448
[SPEAKER_02]: Feperners are great and they work well, but we always preach to in our obby feperner.
16:03.908 --> 16:05.070
[SPEAKER_02]: This is not a magic pill.
16:05.490 --> 16:12.759
[SPEAKER_02]: You will not lose ten pounds overnight and if you do go to a doctor like you know like we don't want people to think that's what it does.
16:13.548 --> 16:15.449
[SPEAKER_01]: Yeah, and that's the unhealthy.
16:15.589 --> 16:16.970
[SPEAKER_01]: Yeah, I totally agree.
16:17.630 --> 16:20.392
[SPEAKER_01]: And if it's a supplement and then it works.
16:20.492 --> 16:27.075
[SPEAKER_01]: It's like it kind of like it's kind of like this little supplement that helps you.
16:27.595 --> 16:33.398
[SPEAKER_01]: And what about, so here in UK at least, Karateen is a big thing now.
16:35.980 --> 16:38.101
[SPEAKER_01]: How is that in US right now?
16:38.905 --> 16:43.509
[SPEAKER_02]: Yeah, uh, Carroton is big and Carroton's been something that's what do you think about that?
16:43.809 --> 16:49.894
[SPEAKER_02]: Yeah, it's it's it's been naturally found in like a shampoo and conditioner and mainly made mental hair products.
16:50.294 --> 16:51.395
[SPEAKER_02]: I think Carroton is good.
16:51.415 --> 16:57.380
[SPEAKER_02]: The problem is is it hasn't been clinically proven when you ingested that it works.
16:58.140 --> 17:01.383
[SPEAKER_02]: Naturally in your mind, the the truth is it should work.
17:01.843 --> 17:05.865
[SPEAKER_02]: but not everything that you topically put can work when you ingest it.
17:06.385 --> 17:14.349
[SPEAKER_02]: And so I think it's still early to know, but it is definitely a proven ingredient that works in certain ways.
17:15.129 --> 17:17.030
[SPEAKER_01]: Yeah, and there are still research.
17:17.765 --> 17:18.485
[SPEAKER_01]: being done.
17:18.906 --> 17:19.266
[SPEAKER_02]: Exactly.
17:20.006 --> 17:24.529
[SPEAKER_01]: Which yeah, which that's our concluded probably.
17:25.189 --> 17:33.053
[SPEAKER_01]: Yeah, and also you said you have the fact burner, you have the collagen, you have one, you I think you have some meal replacements.
17:33.073 --> 17:34.954
[SPEAKER_01]: So what are what were the other products?
17:34.974 --> 17:40.357
[SPEAKER_02]: Yeah, I mean the other we have a lot of other products, but our main other product is in
17:41.940 --> 17:49.230
[SPEAKER_02]: our colostrum and our collagen greens and our collagen hydrating greens.
17:49.971 --> 17:52.154
[SPEAKER_02]: So those products also do really, really well.
17:54.017 --> 17:57.582
[SPEAKER_02]: The main issue with a lot of these products.
17:58.763 --> 18:09.148
[SPEAKER_02]: is, in terms of what's in the market, is everyone has come out with the version of the product that is the cheapest and the fastest to get to market.
18:09.809 --> 18:16.612
[SPEAKER_02]: What we did is we added college into all of our products, so we don't believe you should just have hydration, you should have hydration and call them.
18:17.032 --> 18:19.894
[SPEAKER_02]: We don't believe you should just have greens, we think you should have collagen and greens.
18:20.439 --> 18:26.821
[SPEAKER_02]: And our whole theory behind that is beauty is the cornerstone of what's going to make you feel good and look good, right?
18:28.482 --> 18:31.903
[SPEAKER_02]: So why do we leave beauty behind when we're trying to solve other problems?
18:32.683 --> 18:32.903
[SPEAKER_02]: Right?
18:33.024 --> 18:35.604
[SPEAKER_02]: And that's the thesis of what we're building.
18:35.785 --> 18:36.205
[SPEAKER_01]: Yeah.
18:36.625 --> 18:36.865
[SPEAKER_01]: Yeah.
18:37.205 --> 18:39.206
[SPEAKER_01]: Hydration is also a big topic.
18:39.246 --> 18:41.627
[SPEAKER_01]: You should just just release his.
18:41.667 --> 18:41.867
[SPEAKER_00]: Yeah.
18:42.227 --> 18:46.048
[SPEAKER_01]: You probably know his powder and it's just just selling.
18:46.288 --> 18:47.189
[SPEAKER_01]: It's not cheap.
18:47.589 --> 18:47.729
[SPEAKER_00]: Yeah.
18:48.389 --> 19:12.398
[SPEAKER_01]: highly expensive it comes with an amazing box and you know very fancy you know that and and David himself spent a lot of time creating the whole box and the design and there has a you know there's a kind of like a booklet where with his words and his signature so that that's kind of like the thing now you know and everybody's after David Beckham's
19:13.398 --> 19:31.565
[SPEAKER_01]: hydration powder and hydration hydration is I think one of the most most important things when it comes to health not only fat burning but skin and health so I fully agree that's that's that's that's that combination and my next question will be
19:32.906 --> 19:44.732
[SPEAKER_01]: Are you only in US or have you started growing globally, what's global growth strategy and what's your overall growth strategy for the next three to five years?
19:45.773 --> 19:48.394
[SPEAKER_02]: Yeah, we're everywhere.
19:48.594 --> 19:53.737
[SPEAKER_02]: We're sold till date and over any countries.
19:55.040 --> 20:02.869
[SPEAKER_02]: But we actively sell, we market actually in over in Australia, New Zealand, UK, Canada and Mexico.
20:04.129 --> 20:05.331
[SPEAKER_02]: Those are our top territories.
20:05.831 --> 20:11.657
[SPEAKER_02]: We use a tool called OpenBoarder, which allows the ability to select customers see the final price.
20:12.077 --> 20:15.921
[SPEAKER_02]: They're going to pay, including duties, taxes, that and fees.
20:16.662 --> 20:22.448
[SPEAKER_02]: All at the initial price point display, which is really helpful.
20:23.569 --> 20:27.673
[SPEAKER_02]: So yeah, we were about twenty-five percent of ourselves on Permanent Actual.
20:28.257 --> 20:30.638
[SPEAKER_02]: So we're pretty, pretty big on that.
20:31.518 --> 20:33.819
[SPEAKER_02]: The tough part is as we can't go everywhere.
20:34.299 --> 20:39.842
[SPEAKER_02]: For example, we can't sell an India because in India, they protect the cow.
20:40.622 --> 20:45.364
[SPEAKER_02]: And you know, selling anything, hydrolyzed bovine is almost unheard of, you know.
20:46.335 --> 20:54.980
[SPEAKER_02]: You can't go to China because China doesn't allow you to market or run ads in some of their territories.
20:55.541 --> 20:57.862
[SPEAKER_02]: And so then you have a problem with customer acquisition.
20:58.322 --> 21:02.845
[SPEAKER_02]: We can't go to UK as aggressive as we live because they banned some of the ingredients from the US.
21:02.905 --> 21:06.727
[SPEAKER_02]: So international can be even bigger, but it is tough.
21:08.284 --> 21:09.205
[SPEAKER_01]: Yeah, it is stuff.
21:09.645 --> 21:12.047
[SPEAKER_01]: And in general, consumer products are tough.
21:13.148 --> 21:17.331
[SPEAKER_01]: Because of the whole marketing consumer products are very challenging.
21:17.371 --> 21:30.382
[SPEAKER_01]: So how could you get to, because you sell obviously well, especially for the first six years, how did you nail down the marketing, what's your marketing overall marketing strategy do you spend?
21:30.927 --> 21:38.290
[SPEAKER_01]: a lot on Facebook ads or social media, do you work with influencers, what's the marketing strategy?
21:38.590 --> 21:39.410
[SPEAKER_02]: Yeah, good question.
21:40.451 --> 21:45.673
[SPEAKER_02]: So we are doing a lot between meta is our bread and butter.
21:45.793 --> 21:49.594
[SPEAKER_02]: We spend anywhere between twenty five to thirty thousand dollars a day on meta ads.
21:51.639 --> 21:55.061
[SPEAKER_02]: from there, number two is Amazon.
21:56.502 --> 22:00.944
[SPEAKER_02]: And then of course, we're doing a lot on Google and Apple oven and few other platforms.
22:01.504 --> 22:04.366
[SPEAKER_02]: But digital presences are a number one thing.
22:05.187 --> 22:07.948
[SPEAKER_02]: In the last two years, we've expanded into retail.
22:08.508 --> 22:13.871
[SPEAKER_02]: And we've gone nationwide in like Walmart, Sprouts, H-E-B, and a few other key retailers.
22:14.492 --> 22:16.593
[SPEAKER_02]: And we're seeing really good progress there.
22:17.173 --> 22:19.955
[SPEAKER_02]: The only problem is, is you make far less margin.
22:20.903 --> 22:23.045
[SPEAKER_02]: And you see the sales cycle be a lot longer.
22:23.726 --> 22:27.469
[SPEAKER_02]: So it does a great business to be able to build, but it takes a long time.
22:28.510 --> 22:30.832
[SPEAKER_02]: But online's been our biggest piece.
22:30.872 --> 22:31.713
[SPEAKER_02]: It is what we do.
22:31.773 --> 22:34.636
[SPEAKER_02]: We test, you know, fifty to seventy creatives a week.
22:34.736 --> 22:38.680
[SPEAKER_02]: We're spending a lot on meta to learn how to keep acquiring customers.
22:38.720 --> 22:43.064
[SPEAKER_02]: We do a lot of landing page tests and testing how people are buying, et cetera.
22:44.718 --> 22:47.079
[SPEAKER_01]: Yeah, so you've probably have a great marketing team.
22:47.799 --> 22:48.319
[SPEAKER_01]: We're along.
22:48.859 --> 22:49.099
[SPEAKER_01]: Yes.
22:49.339 --> 22:51.480
[SPEAKER_01]: Yeah, that's great.
22:51.980 --> 22:59.103
[SPEAKER_01]: And do you have any strategies on your or in US market in Wal-Mart and many stores?
22:59.143 --> 23:03.684
[SPEAKER_01]: Do you have a strategy like that internationally or never, ever?
23:03.744 --> 23:05.745
[SPEAKER_02]: That's a good question.
23:06.205 --> 23:07.805
[SPEAKER_02]: I'd like to create a strategy.
23:07.845 --> 23:12.407
[SPEAKER_02]: The problem is is international buyers are very, very sporadic.
23:14.766 --> 23:17.628
[SPEAKER_02]: When they buy, they buy a lot, but they don't buy often.
23:18.289 --> 23:24.754
[SPEAKER_02]: And so it's tough to keep a cycle strategy because you don't know how they're going to make their decisions.
23:25.234 --> 23:28.897
[SPEAKER_02]: You don't know what they're going to do to decide on something.
23:28.937 --> 23:31.239
[SPEAKER_02]: So it's tougher to decide on that.
23:33.201 --> 23:36.583
[SPEAKER_01]: You probably would need marketing teams and sales teams abroad.
23:37.083 --> 23:38.604
[SPEAKER_02]: You do a lot of localized marketing.
23:38.664 --> 23:45.548
[SPEAKER_01]: Yeah, because all, like all countries, even cities, people act very differently.
23:45.648 --> 23:49.549
[SPEAKER_01]: I've been selling consumer products as well.
23:49.590 --> 23:51.390
[SPEAKER_01]: So it's like everywhere around the world.
23:51.430 --> 23:55.893
[SPEAKER_01]: So whole different strategy and it takes a lot to build.
23:57.233 --> 24:06.375
[SPEAKER_01]: And in US, I know that especially in meta ads and Amazon ads and generally ads, the customer position costs are really high.
24:06.835 --> 24:08.655
[SPEAKER_01]: Have you been able to drop them down?
24:09.075 --> 24:10.356
[SPEAKER_02]: It's a good question.
24:10.556 --> 24:20.037
[SPEAKER_02]: I don't think there is any way to really like look at it from like dropping down or going up too much the way we look at it or mentality is different.
24:20.737 --> 24:23.698
[SPEAKER_02]: Is the cost to acquire a customer is the cost to acquire a customer?
24:24.517 --> 24:27.982
[SPEAKER_02]: can we optimize and continue to try to bring that down?
24:28.062 --> 24:29.344
[SPEAKER_02]: Sure, we're always going to do that.
24:29.404 --> 24:30.685
[SPEAKER_02]: I think everyone should be doing that.
24:31.306 --> 24:39.377
[SPEAKER_02]: But instead of getting fixated on how to bring it down, what we try and do is if this is going to be the cost of choir.
24:40.163 --> 24:43.925
[SPEAKER_02]: What do I need to do to afford a customer like this, right?
24:44.585 --> 24:48.727
[SPEAKER_02]: So we go and make our upsells and our AOV hire.
24:49.188 --> 24:55.071
[SPEAKER_02]: We go and focus on making sure that our LTV and our product and our subscription does really well.
24:55.571 --> 25:03.275
[SPEAKER_02]: So that even if you go from acquiring a customer for thirty dollars to now sixty, it shouldn't be like, oh man, my business is done.
25:03.455 --> 25:09.278
[SPEAKER_02]: It's more so like, okay, at sixty, I need people to be, you know, the AOV needs to be at least a hundred and ten.
25:10.157 --> 25:13.058
[SPEAKER_02]: And I need the people to buy this one more order over LTV.
25:13.118 --> 25:15.179
[SPEAKER_02]: So I think that's how we think about it.
25:15.739 --> 25:21.342
[SPEAKER_01]: Yeah, working on that strategy, probably focusing on decreasing chart rates.
25:21.442 --> 25:24.543
[SPEAKER_01]: So how are your chart rates right now?
25:24.623 --> 25:25.364
[SPEAKER_01]: Do many people?
25:25.724 --> 25:28.025
[SPEAKER_01]: And my question would be I'm also interested in this.
25:28.405 --> 25:37.269
[SPEAKER_01]: When people see an ad, do they first decide to, because you have different marketing strategies, different sales strategies, different prices,
25:38.149 --> 25:47.612
[SPEAKER_01]: do most people decide on buying the product and testing it out and then subscription or are there like what's the ratio over there?
25:47.652 --> 25:49.652
[SPEAKER_01]: How many people when they're first CDN?
25:50.032 --> 25:52.753
[SPEAKER_01]: How many people decide on subscribing?
25:53.933 --> 25:59.995
[SPEAKER_02]: So we're first our sharing rate is about one out of every three customers sharing.
26:01.367 --> 26:02.428
[SPEAKER_02]: about thirty-three percent.
26:03.149 --> 26:04.671
[SPEAKER_02]: And then our subscription.
26:04.731 --> 26:05.471
[SPEAKER_01]: And that's usual.
26:06.192 --> 26:08.154
[SPEAKER_02]: Yeah, it's it's it's it's pretty standard.
26:08.634 --> 26:12.638
[SPEAKER_02]: But then our our our subscription is one out of every five people subscribe.
26:13.159 --> 26:15.301
[SPEAKER_02]: So it's a little lower than we'd like.
26:15.881 --> 26:22.068
[SPEAKER_02]: But also a lot of people want to try our product because there's flavors in mall and then there is results in mall.
26:22.696 --> 26:34.723
[SPEAKER_02]: Right, typically you subscribe for products that are more so I need this no matter what like your vitamins or maybe like certain products that you use for making food or maybe certain pet products.
26:35.203 --> 26:40.226
[SPEAKER_02]: But when it comes to like, yeah, I need to first try this product right and see if it works for me.
26:41.306 --> 26:44.188
[SPEAKER_02]: That's why I think it's harder for us to get a larger.
26:45.328 --> 26:51.591
[SPEAKER_01]: Yeah, and once the customers are in, I think you need different strategies to keep them in.
26:51.671 --> 26:53.731
[SPEAKER_01]: And I'm going to, that's going to be my last question.
26:54.071 --> 26:56.352
[SPEAKER_01]: Of course, you're building the community.
26:56.392 --> 27:03.615
[SPEAKER_01]: But you probably have worked a great strategy on once the customer tried a product, which I was a product.
27:04.015 --> 27:07.917
[SPEAKER_01]: How do you keep them in and get them to buy the next one and the next one?
27:07.977 --> 27:09.558
[SPEAKER_01]: And maybe subscribe.
27:09.598 --> 27:10.278
[SPEAKER_01]: You probably
27:10.758 --> 27:13.659
[SPEAKER_01]: have mailing lists to do promotions.
27:13.679 --> 27:14.600
[SPEAKER_01]: Yeah, it's a great question.
27:14.620 --> 27:15.140
[SPEAKER_01]: What do you do?
27:15.480 --> 27:17.341
[SPEAKER_02]: There's a ton, there's a ton you do, right?
27:17.581 --> 27:25.324
[SPEAKER_02]: One, so we start at the bottom level, which is, this is our community led efforts.
27:25.344 --> 27:30.125
[SPEAKER_02]: So like, what are we telling our community to remember to keep purchasing it, right?
27:30.165 --> 27:32.426
[SPEAKER_02]: How are we training them?
27:33.627 --> 27:39.209
[SPEAKER_02]: Number two, we go into our email SMS and making sure are we communicating with our customers?
27:39.968 --> 27:49.853
[SPEAKER_02]: Right enough to remind them then we go address a description platform and see are are all the triggers to remind people about staying on track working.
27:50.593 --> 27:57.877
[SPEAKER_02]: Then we go into making sure that you know when it comes to our communication on our website and landing pages and our app that we have.
27:58.445 --> 28:02.066
[SPEAKER_02]: Are we doing a right amount of push notification a lot right right amount of messaging?
28:02.547 --> 28:14.171
[SPEAKER_02]: And then lastly, we look at our influencers and we look at all of our spokespeople and making sure that they're spreading the right word consistently all the time because a lot of people follow them as well.
28:14.591 --> 28:16.392
[SPEAKER_02]: So it's a mixture of all the above.
28:18.017 --> 28:19.838
[SPEAKER_01]: Yeah, yeah.
28:19.918 --> 28:25.022
[SPEAKER_01]: And what's the future look like product wise?
28:25.162 --> 28:31.127
[SPEAKER_01]: Are you planning to produce a couple of new products or are you done for now?
28:31.847 --> 28:33.148
[SPEAKER_02]: Yeah, we're working on a few things.
28:33.909 --> 28:39.553
[SPEAKER_02]: Number one, we want to go much more into the women's wellness.
28:39.853 --> 28:46.739
[SPEAKER_02]: We're doing a few products around PMS relief, you know, pairing menopause relief.
28:48.336 --> 28:49.836
[SPEAKER_02]: You know, premenopause relief.
28:51.517 --> 29:08.741
[SPEAKER_02]: Just like women gearing up for their next stage of life, which is, you know, like when they look at menopause and before menopause and postmenopause, that sector of life feels like it's not, there's not enough there for women.
29:10.021 --> 29:12.562
[SPEAKER_02]: So we're working on on on that in the number three.
29:13.333 --> 29:20.917
[SPEAKER_02]: We're also working on the ant acid category where right now if you need something for ant acid, it's always tons.
29:21.918 --> 29:24.539
[SPEAKER_02]: And if it's versatile, it tons is in pregnancy safe.
29:25.220 --> 29:27.021
[SPEAKER_02]: There's really not great flavors.
29:27.141 --> 29:28.201
[SPEAKER_02]: It's very chalky.
29:28.221 --> 29:31.323
[SPEAKER_02]: So we're working on a product to come and disrupt that market.
29:32.564 --> 29:33.084
[SPEAKER_01]: Brilliant.
29:33.464 --> 29:34.245
[SPEAKER_01]: Yeah, amazing.
29:35.695 --> 29:38.398
[SPEAKER_01]: I enjoyed every moment of our conversation.
29:38.418 --> 29:39.259
[SPEAKER_00]: Oh, no, likewise, great.
29:39.339 --> 29:42.662
[SPEAKER_01]: I'm kind of a consumable product and startups.
29:42.883 --> 29:43.403
[SPEAKER_01]: That's awesome.
29:43.443 --> 29:44.404
[SPEAKER_01]: Yeah, thank you.
29:44.965 --> 29:50.010
[SPEAKER_01]: And one last thing, maybe four entrepreneurs and founders who are listening.
29:50.530 --> 30:05.536
[SPEAKER_01]: It takes us a lot of work, a lot of courage and a lot of discipline to be a founder and to be a co-founder, to build a product and to keep on building your startup.
30:05.556 --> 30:19.642
[SPEAKER_01]: Do you have any last maybe sentences for entrepreneurs and founders that are at pre-seed level, idea level, just maybe a couple of sentences for them, what to watch out for,
30:20.640 --> 30:32.150
[SPEAKER_02]: Yeah, I think the one thing I will say just mentality was like, um, I feel like if you're choosing to be an entrepreneur, um, this may ruffle some feathers, but there's no such thing as like work life balance.
30:33.071 --> 30:36.594
[SPEAKER_02]: Um, I think there is only work life like rhythm.
30:37.134 --> 30:38.896
[SPEAKER_02]: I think like balance is like kind of a lie.
30:38.916 --> 30:43.340
[SPEAKER_02]: It's like it assumes everything is like a static weight on the scale.
30:44.261 --> 30:55.357
[SPEAKER_02]: But like founding a business like everything is seasonal there's cyclical elements there's you know some seasons you have to sprint others you have to recover and I think the trick is knowing like
30:56.907 --> 31:06.734
[SPEAKER_02]: When do you need to communicate these things to your friends, family, your team and yourself and just knowing that this is who you're choosing to become?
31:08.295 --> 31:14.259
[SPEAKER_02]: And I think, but at the same layer to that, the goal should not be burnout.
31:14.299 --> 31:17.221
[SPEAKER_02]: Like a lot of people sometimes use burnout as a badge of honor.
31:18.919 --> 31:26.970
[SPEAKER_02]: You don't want to get to that level either, but you also don't need to find this work-life balance myth that I believe exists out there.
31:27.671 --> 31:32.898
[SPEAKER_02]: So I think just find the right components that work for you.
31:33.627 --> 31:34.568
[SPEAKER_01]: Yeah, I agree.
31:34.648 --> 31:35.429
[SPEAKER_01]: I fully agree.
31:35.469 --> 31:41.655
[SPEAKER_01]: And that's why I sometimes see the startup journey and having a startup company as having a child.
31:42.696 --> 31:44.818
[SPEAKER_01]: Sometimes they need more attention.
31:44.838 --> 31:51.244
[SPEAKER_01]: You're just fully focused on maybe his sick or she's sick and you're fully focused on them for a couple of weeks.
31:51.904 --> 31:53.226
[SPEAKER_01]: And then they go to school.
31:53.246 --> 31:56.128
[SPEAKER_01]: You have, you know, you focus on maybe other things.
31:56.168 --> 31:57.209
[SPEAKER_01]: You retreat a bit.
31:57.289 --> 31:57.590
[SPEAKER_01]: And then
31:58.110 --> 32:00.192
[SPEAKER_01]: They come home and you're fully focused on them.
32:00.232 --> 32:09.279
[SPEAKER_01]: So it's kind of like this child that needs constant attention and maybe sometimes you can retreat, but your whole idea of life has to be around that.
32:09.719 --> 32:14.343
[SPEAKER_01]: It's like that should be our main focus if you want to, if you want to succeed, of course.
32:14.943 --> 32:17.185
[SPEAKER_02]: No, I think I really, really will set.
32:17.547 --> 32:17.828
[SPEAKER_01]: Yeah.
32:18.429 --> 32:23.482
[SPEAKER_01]: Thank you lovely meeting you and I love you all my forward to meeting you in person as well.
32:23.963 --> 32:24.464
[SPEAKER_02]: Likewise.
32:24.604 --> 32:25.386
[SPEAKER_02]: No, this is awesome.
32:25.426 --> 32:26.409
[SPEAKER_02]: Thank you so much for having me.
32:26.850 --> 32:27.171
[SPEAKER_01]: Yeah.
32:27.672 --> 32:28.414
[SPEAKER_01]: Thank you Ron.
32:28.514 --> 32:29.115
[SPEAKER_01]: Take care.
32:29.196 --> 32:34.428
[SPEAKER_01]: Thanks for watching us on YouTube and also listening to next level of humanity.
32:34.589 --> 32:36.253
[SPEAKER_01]: I'll see you in the next episode.
