Most Entrepreneurs tend to keep away from large industries as the barriers to entry are normally very high. Trying to enter the Neutraceutical industry can be an expensive proposition as sales of the year in the US are projected to be $60 Billion dollars in 2017 and over $132 globally. The reason why it is expensive is that it normally carries high customer acquisition costs (CAC) as the big players buy all the premium advertising and create tons of content to make sure their products are seen by millions of eyeballs every day. Moreover, new businesses and brands in the space have a failure rate of over 90% which makes it even tougher not only to start but also to stay in business.
Despite a myriad of economic challenges and hurdles, Co-Founders Sean Kelly and Chris Bosco started RARI Nutrition with a $10,000 bootstrap investment and obsession: to make a pharmaceutical-grade manufactured Nutraceutical that caters to customers who are truly committed to their fitness goals. What’s great about their brand is that despite being a high end brand, it isn’t pretentious as they offer a money back guarantee if you are not 100% contented. They market strategically through social media and are also successful on Amazon as one of the top selling Nutraceuticals on the platform. By not relying on just one marketing channel, they gain greater exposure for the brand while limiting risk. Disruption comes from scorching growth despite GNC’s sizeable budget. It’s “how” they grow their business that makes the difference.
I interviewed Sean Kelly and Chris Bosco who are co-founders of RARI Nutrition. Sean opened up about why he entered the industry as his response surprised me, “I was frustrated with the products I took when I first started working out because they were more marketing than science. Out of pure frustration we decided to start RARI.” Chris further emphasised that “we always put science and data first before we release any product”. The duo heads this fast-growing brand as they experience double-digit month-over-month growth in a space where smaller players can be easily squashed like insects (insert voice of Mr. Wonderful). They are brand new and punctiliously cultivating their image and message “our brand message, and alignment with ambassadors must be the best because we will not settle for anything less than the best.” What I also like is that they do not go for the “Insta famous” model but those who really care about the brand and its core values.
Recently Sean Kelly appeared on New Theory Podcast as he shares his insights on how to grow a business in a highly competitive market (in easy terms):
Also take a look at these recent RARI reviews:
These two guys have certainly had their ups and downs because they’ve great products, strong work ethic and are not afraid to keep the bar higher by putting brand building and engagement to make a fast buck. Look out for these guys as they’re on the move as RARI disrupts the $60 Billion dollar market and that I predict it is going to be a household name in the fitness space within 3-5 years.
Check out RARI Nutrition here: www.RARINutrition.com
