My Role
GM and Chief Product Architect
I was hired in 2018 to manage the Solaray Brand. Solaray is the flagship brand for Better Being, Inc. a large supplement, health and beauty conglomerate. My primary task was to grow the business through new products.
From Market Segmentation
to National Launch
Including development of the following:
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Supplement Industry Consumer Segmentation
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Rank-ordered Portfolio of Niche Opportunities (with Business Cases)
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Formulation and Development of Many Innovations
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Re-branding and Packaging Design Overhaul
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Launch of at least 25 new products
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Development Roadmap with 100's of new products outlined
Status
Launched
2019-21
Still in Market
Some of the products launched didn't stick, but the majority of the products are still in market and profitable. The Roadmap of new products has continued to inspire many more innovations.
Details
The creation of this do-it-yourself (DIY) and curate-for-me (CFM) segmentation was a breakthrough insight for understanding the underlying structure of the supplement market. This segmentation made clear where the biggest white space opportunities existed.
25 Launched in several different segments, with 100's in some stage of development when I stopped working at Solaray.
25 - 100
New Products (SKU's) Involved
New Products Launched
In 2019 CBD was effectively legalized setting off a stampede of CBD launches. Leaf Therapeutics was created and launched within a couple months of legalization making it the fastest rollout of a new brand in the companies history. In spite of a difficult regulatory environment and competitively intensity for stock, over 14 SKU's in four form factors were launched within months.
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How it Works
In March of 2000, the Covid crisis suddenly created a dramatic rise in the demand of immunity products. In response to this, I concepted the IMMUFIGHT product line, which was was launched during Covid lock-downs, in spite of the labor and supply chain constraints.
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