Naturade Total Soy, the #1 Naturade brand, was slumping at Sam’s Club, its #1 customer, after the new Slim Fast intro, and in certain danger of being discontinued; the company, the pioneer in natural protein powders, couldn’t survive losing this account.
BioPharma Scientific retained Hazlin to help them position a new antioxidant formula for introduction into retail stores branching out from the company’s base as a direct seller to chiropractors and medical practitioners.
MyNutritionStore.com was a concept in an entrepreneur’s mind before Hazlin was brought in to create an organization. The company had to be built from the ground up, with angel capital and sweat equity.
MyNutritionStore.com had a great internet marketing concept, but lacked the detailed plan for marketing execution and the experienced internet management talent to establish a viable business model.
Naturade mid-year sales were below budget leading to a late July CEO ultimatum for a new product introduction to generate extra cash for the current fiscal year.
Naturade needed to drive distribution and consumer takeaway of the new ReVivex brand, but didn’t have the cash flow to support the big budget consumer spending required by mass retailers. Any spending could only be funded from new revenue.