Developing a Wellness Product Like a Tech Product | Peter Reitano | Mojo
Honest Ecommerce · with Peter Reitano · September 4, 2023 · 29 min
Summary
This episode reveals how Mojo, a wellness gummy brand, applied a tech development mindset to create a legal microdosing alternative. Learn how they iterated on product formulation based on user feedback, strategically scaled paid acquisition on Meta with killer creative, and diversified into retail to build a robust DTC brand. Essential listening for any ecommerce operator launching innovative products.
Key takeaways
Treat product development like a tech product: rapidly iterate on formulations, gather user feedback relentlessly, and refine based on target audience insights (Mojo initially thought gamers, but adjusted).
Prioritize killer creative and copy for paid Meta ads, as algorithms are sophisticated enough to handle broad targeting. Focus on diverse angles, hooks, and direct response sales copy to drive exponential growth.
Allocate sufficient budget to paid acquisition to exit the learning phase of ad platforms (minimum $5k/month for Meta/Google). A general rule is to be willing to spend up to 1/3 of a customer's LTV on acquisition.
Integrate organic visibility and brand credibility efforts (e.g., press, podcast tours) to "soften" the audience before hitting them with paid ads, making acquisition more effective.
Diversify sales channels beyond direct-to-consumer, including marketplaces (Amazon, Walmart online) and physical retail (Urban Outfitters), to expand reach and cultivate brand presence.
On this episode, we have Peter Reitano. Peter Reitano is the founder of supplement brand Mojo, a supplement brand dedicated to the research, production and distribution of medicinal mushroom based products. We talk about what the biggest problems for brands are, the difficulties in launching a brand like Mojo, Peter’s vast experience with agencies and the clients that they help in Academy, and so much more!
Treat product development like a tech product: rapidly iterate on formulations, gather user feedback relentlessly, and refine based on target audience insights (Mojo initially thought gamers, but adjusted).
What does this episode say about paid acquisition?
Prioritize killer creative and copy for paid Meta ads, as algorithms are sophisticated enough to handle broad targeting. Focus on diverse angles, hooks, and direct response sales copy to drive exponential growth.
What does this episode say about brand & content?
Allocate sufficient budget to paid acquisition to exit the learning phase of ad platforms (minimum $5k/month for Meta/Google). A general rule is to be willing to spend up to 1/3 of a customer's LTV on acquisition.
What does this episode say about product & merchandising?
Integrate organic visibility and brand credibility efforts (e.g., press, podcast tours) to "soften" the audience before hitting them with paid ads, making acquisition more effective.
What does this episode say about dtc strategy?
Diversify sales channels beyond direct-to-consumer, including marketplaces (Amazon, Walmart online) and physical retail (Urban Outfitters), to expand reach and cultivate brand presence.
