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Wishing you all a great Sunday Moementum fam.

I couldn’t send an email last week because I was on a very important business trip.

(I watched both Dune movies and became a couch potato)

Now Im back.

The crescent moon has been spotted which for me means the month of Ramadan is here

A month of fasting
A month of gratitude
A month of reflection
A month of practicing self-discipline
A month of sacrifice

And so much more.

I hope you all have a great week and find things to appreciate in life beyond just money, status, and social media.

Today’s topic is simple

I'm talking about the successes and difficulties I'm experiencing in 2024 with my current brands.

Let’s get into it

Wins & Challenges

This newsletter is all about me sharing my journey and the things i learn along the way

Specifically when things aren’t so great, we all know business isn’t all sunshine and rainbows, and I'm not perfect.

So allow me to share some wins and challenges I’m going through with my team

Win: We are growing rapidly. The team size went from 4 to 8 people over the last month and with new hires and roles coming on things get hectic.

A lot of the new hires we brought on are for the creative side of the business, ads, production, and media.

We've been able to 2x our creative production, especially on the paid media side of things, all thanks to leveraging our Tiktok army for testing concepts at scale.

This month we’ve had some of the most viral videos we’ve ever had, and for the sake of transparency Ill drop one of our pages for you all here

@smartnootropics

Watch until the end‼️ #lionsmane #memoryloss #focus

Win 2: Goes hand in hand with the first win.

Organic slippage is strong af > Looking at our viral views on TikTok month to month we are seeing a direct impact on profitability with a direct correlation to the amount of organic impressions we generate

One thing to note here is we do see a slight decrease in CVR on some days when videos go viral but the overall performance is trending up and we’re starting to get really good at this organic thing.

Win 3: Our offer.

The main offer is working great, ever since we launched our free trial our CACs and ROAS have been pretty consistent month to month, we lose money on our first order acquiring the customer and usually make up for it within 14-15 days once our MRR hits.

Our retention is doing exactly what it’s supposed to do and our active subscribers have also been climbing positively for 4 consecutive months.

PS: our MRR is now 50% of our monthly revenue.

Now that I’ve said all the great things I have to say, let me get into the challenges.

Challenge 1: We have so many moving parts on the creative side of things sometimes the feedback loop isn’t always clear - and using good old Google Sheets has been something that’s both a blessing and a curse.

Ultimately here I think the solution lies in using some type of new tool or even hiring some type of role where its strictly data analysis to help bridge the gap between creative and media buying at scale.

Challenge 2: Our TikTok shop volume hasn't been as strong which is awkward but we're seeing people leave the platform and buy on places like Amazon.

last 30 days we did over 80m views on TikTok, with less than 10% Conversion into TT shop.

But what’s interesting was that we saw a slight organic increase on our Amazon volume which I assume has a direct correlation to Tiktok.

The dilemma here is do we focus on scaling Tiktok shop or just focus on crushing organic content, getting massive awareness with viral videos, and waiting to see where it converts (or doesn’t).

Challenge 3: This one caught us off guard.

Because of the branding we have "the limitless pill" it sets the bar so high for our customers in regards to what the product will do, and it also helps us convert a lot of people at a relatively low CAC.

We’ve been able to penetrate the nootropic market at a speed no one else has because of our branding and marketing approach.

But what we realized is it’s starting to backfire with negative reviews because the bar is being set SO high to what the product will do and the expectations from customers follow it.

Imagine how you would feel buying the limitless pill and not turning into rich Bradley Cooper..

Ultimately this is something we are tackling by setting more realistic expectations and building more of a protocol around our product, i’ll keep you guys updated on how it goes.

If you read it this far, shoot me a reply and let me know if you can relate to any of these.

Until then..keep building that Moe-mentum!

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