Pharmavite had decided to bring herbal products into the Mass market and hired Hazlin to accomplish the task. The new line was to be contract manufactured by a major health food store supplier who was simultaneously trying to launch their own herb line into Food/Drug/Mass. Pricing versus the supplier’s own branded line required a price/promotion strategy that allowed no budget for consumer advertising.
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 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.