Hal could hardly walk. Climbing up the stairs was impossible. The pain was simply too much. No further than one step up, he crouched into a ball and wept. He was right back where he started.
As most fathers would, Hal’s promised to help find a solution. They agreed there must be something out there.
But picture this: after two and a half years of rehab and surgeries, Hal had seen specialist doctors, surgeons, and physios — all had said the same thing. That he would never play without pain or reach his full potential.
The best they could do is prescribe medication. He’d pop them like smarties of course, and yet, they’d only take the edge off. The side effects soon followed: from passing blood in his urine to lack of sleep and nausea — the kid had it all.
So how could Hal’s amazing, yet average Dad (medically speaking) find a cure for severe knee pain? Better yet, one that medical professionals couldn’t.
Stuck between a rock and a hard place
What would you do? You’re 17 years old, with your dreams at arm’s length, but those last few steps are just too painful to take. Medicate? And live with the damaging side effects? Or go cold turkey and almost certainly lose your spot as the young prodigy? Either way, the end looked bleak.
Hal and his Dad didn’t give up. They spent all of their available hours at the library. Together they read tons of books on natural medicine, targeting pain and inflammation.
A pattern soon occurred. Pomegranate, pineapple, ginger, and turmeric were ingredients that kept showing up.
The pain…it’s gone!
Hal’s Father, the son of a Nigerian herbalist (not totally average) made organic blends in the form of shots. Hal took 2 a day for 6 weeks, then everything changed. There was no pain in his knees for the first time in 2 years.
He had found his secret weapon. What followed was quite impressive.
Watch out
The Tumeric co launched in 2018. This year they will reach over £12m in sales, yes ‘m’ for million! But How?
Simple. They provide a product that people want and need in a convenient way — not so different from us. If this is your framework for starting any business, our bet is you’re on to a winner. But as always, the devil is in the detail…
It was two years between Hal’s initial idea and the Tumeric co’s official launch. This time was spent building the brand while constructing a production facility.
Now perhaps you think it shouldn’t take two years to launch a company. You may be right. Only Hal was wise in avoiding a mistake that almost everyone makes.
That is, launching without any sales or customers.
“But how can you make sales before launching?” you ask. Easy. You make sales before launching.
You see, there’s nothing more disheartening than launching online, having your friends repost pictures, and giving away discount codes, only to end the day without a single purchase. This is all too common. And why?
Isn’t it obvious? You have no community, no reviews, no sign-ups to your newsletter! You’re almost certain to fail.
The trick is to sell the old-fashioned way first— to friends, family, neighbours, even work colleagues. Sales over the phone? Even better.
This way you’ll understand what gets the people going! You’ll wage a war with a small army behind you. That’s exactly what Hal did. He supplied his product to his teammates, the England rugby team, and a chain of supermarkets well before launching on the world wide web.
Today, the Tumeric co is described as a “digitally native brand”. “It’s all about the online user experience. We have a subscription-based model — providing natural, functional health in a convenient way”. He said on the High-performance podcast. “This is why we’re experiencing the success you see today”.
According to Hal, this is just the start. He believes there’s a lot more room for re-educating consumers. We think he’s right.
Your opportunity
One positive from the pandemic was the rise in health awareness. The Tumeric co saw a 600% increase in sales during this time. They now produce over 400,000 shots a month.
Try to provide value and convenience in a growing niche.
Here’s a quick example: Alternative proteins are a trend that’s here to stay.
In the last 2 years, demand for Pea protein in the UK has soared by more than 550%. The pea protein market is expected to reach over £550m by 2028.
It is one of the most affordable protein alternatives. Much like soy, it’s easy to digest, meaning it can be used in a wide range of products.
You could focus on anything from powders, bars, and snacks, to meal replacements and ice cream.
Sales on Amazon are always an indication of demand for a product. Use Jungle scout to research up-and-coming trends. Examples:
A simple way to capitalise
- Create a protein subscription box that tailors to different lifestyles.
