15,000 units. One mistake. Full recall 🛑

Melanie Nolan from Naternal Vitamins faced every founder’s worst-case scenario a batch gone wrong with no way to tell what was safe.

“It was a nightmare.” Lesson? When things break… you fall to your systems.
🎙️Episode 620 live now!

1 0

Range expansion isn’t growth… it’s retention in disguise 🤝

Melanie Nolan from Naternal Vitamins breaks down how they’re spotting the gaps in women’s supplement routines and turning them into must-have products from brain health to menopause support.

Same customer. More needs met. More reasons to come back.
🎙️Episode #620 out now!

0 0

Most ecommerce founders start with a product and work backwards to find the customer. Melanie Nolan did the opposite.

As a practising naturopath, she watched the same problems show up again and again in her clinic: iron deficiency, prenatal gaps, supplements that caused side effects bad enough that patients would just stop taking them. The market had answers. None of them were good enough.

So she built her own, funded by selling her house, and sold her first batch in three months when she expected it to take two years.

Today, we're discussing:

- Education-first marketing can drive better conversion rates than paid acquisition
- Radical transparency in a crisis is the most powerful retention strategy you have
- Trust built in one life stage becomes your greatest asset for long-term expansion

1 0

Most ecommerce conversion work targets the same moment: the customer who is already close to buying. But the most expensive conversion problems happen before anyone adds anything to cart.That customer doesn't show up in your abandoned cart report. They just don't show up.

In today's playbook, Chloe de Winter, co-founder of Nala, we cover three things ecommerce operators can take into their business:

-Your real conversion barrier is probably invisible to you
-The best experience investments solve a functional and emotional problem at the same time
-The data you collect through the experience is worth more than any third-party signal you're buying

2 0