The Challenge.

Client Smartforlife.com is a successful nationwide manufacture of health and diet foods ( Protein Bars , Healthy Snacks , Diet foods) they are also known as the inventor of the "Cookie Diet." The majority of their products were sold B-to-B through big box nationwide retailers like Costco.com.

The Smart For Life owners business objective was to create a new direct-to-consumer e-commerce business capable of generating 6 figures per month in recurring sales with higher profit margins and no middlemen.

I was brought in as Business Development Manager , Project Manager, and Product Developer. Since I had over 10 years experience in the performance marketing space, Smart For Life wanted to leverage my deep understanding of this specialized marketing methodology to achieve their business objectives.

The Results.

• Developed and launched two new B-to-C Health supplement brands via "paid user acquisition" performance marketing campaigns and achieved record sales of $237,738 in one month just 60 days from launch date, resulting in annual gross sales of $2.8 million dollars and a company sales record of $ 32,457 in one day.
• Assembled and managed a multi-disiplinary team of 8 in-house and outsourced programmers and designers and built an E-commerce sales multiple revenue channel sales platform from the ground up running on high speed Amazon AWS cloud servers... in 60 days.
• Installed and integrated the #1 performance marketing CRM Konnektive.com with multiple sales funnels ( Email , SMS, Affiliate Network Partners) Fulfillment partners USPS, Shipstation , Banking partners ( Benchmark Payments MC/Visa Processing, Kount.com for fraud prevention and Paay.com for chargeback protection)
• Built an email marketing channel database of over 200,000 opt in subscribers and a
  retargeting pixel database of over 700,000 PC's .
  

The Details.

• Met with key business stakeholders to understand their goals and clearly communicate and define the business process in order to create a detailed project requirements plan. ( Product development,
  e-commerce site development, customer support , supply chain logistics, development of creative media assets, acquisition of banking partners, fraud and chargeback protection partners, and performance network traffic partners) .
• Collaborated closely with the in house team of supplement product developers to develop products that match the performance marketing business profile. Partnered with cross-functional performance marketing teams including CRM, performance affiliate networks , analytics, and creative. Managing an outsourced team of developers, engineers , designers , programmers with whom I had previous experience working with.
  
  Focused first on the development of high quality, well researched consumer products that would deliver noticeable benefits to consumers thereby increasing recurring sales. It was also important to know in advance what product niches were currently in high demand with consumers and traffic partners. After several conference calls with my top performance network traffic partners, I had a clear idea of which product niches were currently performing very well and would deliver the most sales, ROAS and highest recurring monthly revenues via the product sales funnels I was developing.
  
  Note: In 2021, Immune Support, Diet (Keto and others ) , Fitness, Beauty, and Men's Health ( Testosterone) are in very high demand with both consumers and performance marketing traffic partners.
  
• Once we knew the product niches that would best guarantee our success with the project, two product brands were created with additional upsell products that would be featured in the sales funnel to optimize ACV ( Average Cart Value). First a diet supplement product "Thin Adventure" was developed, next a Colon Cleanse upsell product was developed that was proven to convert well in diet performance marketing campaigns, "Detox Supergreens ." Once the campaigns were launched we would add 2 more upsell products to the funnel for a total of 4 products in the sales funnel for each brand ( Diet & Mens health) this would further increase our ACV and brand ROI.
  
  
  

The second product brand developed was a natural Testosterone booster product for the Men's Health market named TestoXtreme and a muscle building supplement Upsell product "TestoMuscle " for the men's market .

(Note: the TestoXtreme , TestosMuscle and TestoBoost brand names were created by me. I collaborated closely with the in house design and formulator teams on logo designs, bottle designs, label designs and selection of ingredients . The Thin Adventure and Supergreens diet products were "Smart For Life" existing consumer retail products modified to fit the performance marketing paid user acquisition business model. )

For the product launch we included a free sample of the 3rd upsell product we had developed developed called "TestoBoost" which is a d-aspartic acid powder supplement scientifically proven to further help men increase their Testosterone levels. The photo below shows a "First Order" bonus package we created to further incentivize first time orders. This included a free sample of our D-Aspartic Acid Testo Boost product , and a free Protein Bar and Diet Cookie sample. This resulted in higher conversions, bringing many more consumers into our recurring monthly revenue channel.

(Note: the TestoXtreme , TestosMuscle, TestoBoost brand names were created by me. I collaborated closely with the in house design and formulator team on logo designs, bottle design and selection of ingredients . The Thin Adventure and Supergreens diet products were "Smart For Life" existing consumer products modified to fit the performance marketing paid user acquisition business model. )

4 In parallel to the product development phase of the project, I led the technical development, launch and optimization of the performance marketing E-commerce site from the ground up.

Knowing in advance that fast page load speeds on both Desktop and Mobile were critical to the success to performance marketing campaigns I made sure that the e-commerce network infrastructure was built upon Amazon high speed AWS cloud servers ( in all previous performance marketing campaigns I had designed and deployed our mobile landing pages loaded in 2 seconds or less resulting in very high conversions ) ( Click here to test how fast your current store page loads on mobile )

For the CRM I chose the #1 performance marketing CRM software in the industry , Konnektive.com . I have over 8 years experience developing performance marketing campaigns on the Konnektive platform, Konnektive processed more than 100 million consumer sales transactions in 2020 totaling over $6 Billions dollars and there are many supplement manufactures ( Health and Beauty) on their platform grossing $50 million plus, annually.

Next came an extremely important phase of the project...I began the creative process of developing high converting landing pages . Another BIG benefit of having network affiliates as partners with a vested interest in the success of the project is getting their creative input during the process of my development of high converting landing pages. They know exactly what landing pages are converting well because they are seeing results in real time from other campaigns they are currently running. This is critical for several reasons.

First, without high converting landing pages ( especially mobile ) it's not possible to generate 6 figures per month in sales .

Mobile Thin Adventure Diet Landing Page

5 The next phase was creating a multi-channel sales funnel eco-system system focusing on achieving a high conversion rate on product #1 and upsell product #2 as well as the capturing of 1,000's of opt-in email leads daily, while simultaneously building a large retargeting database. For a detailed look at how I create multiple revenue channels via data monetization strategies click here "How To Build $100 Million Dollar Brands with Data Monetization"

6 Next came the acquisition of MC/VISA merchant processing accounts (MIDS) for the new brands corporate bank account. For this project I relied on trusted banking partners I have worked with for more than 10 years that specialize in health and beauty product credit card processing accounts. Protecting banking MIDS from fraud and chargebacks is also critical. Once again I relied on "best in class" partners I had many years of experience working with, (Kount.com) for fraud protection, (PAAY.com) for chargeback reduction, who have consistently kept chargeback rates on millions of dollars in transactions at .5 % or less on previous campaigns .

7 The E-commerce ecosystem was completed within 60 days from the project start date , the Konnektive CRM was installed and configured and we received delivery of the new "white labeled" Diet and Men's health supplement products 90 days after the project start date. The product launch came 2 weeks later.