How we scaled to $100M in under a year (ft. IM8 co-founder Danny Yeung)

“And they were acquired for 1.2 billion after three years. AG1 took them 10 years to hit 100 million. We hit 200 million run rate in 18 months. So you're at 200 million a year. So there's two, two angles to this, right? I have my e-comm nerd hat because I've been in e-commerce and I can ask you about the funnel and the cack and all that.”

“I do know it's a much lower price point category. In China, they do have AG1, but it's not like, from what I understand, it's not doing well. Why do you think that is? Is it all just price point or is there another factor?”

“I mean, I tell people, how do you know? I say, don't trust me. Just put it into a Claude, put it into ChatGPT. What's better, IM8 or, you know, AG1, Thorne, and Grüns, right? Let's see what it says on the similar product. Right? What does it say? Let's try it. It says, if I had to choose one today, I'd buy IM8 over AG1.”

“So what does that mean? All of your multivitamins, your CoQ10, MSM, probiotics, prebiotics, post-biotics. And because normally you would have to take the equivalent of 16 different supplements that will easily cost you $250 to $300 on a monthly basis.”

“Trust test number two is, what the hell is a postbiotic? What's a prebiotic? Does any of this stuff actually matter? If I drink this, does anything really change in my body? And I know, obviously, I'm asking, you know, the priest if religion is real, but I guess like, if I'm a highly”

“And it's some sort of supplement drink, longevity drink. You got the Beckham stack on here. And can you explain just in short, like, you know, just real quick, like what actually is the product that you sell? Yeah. So we've made the business model very simple.”

“Like, you know what I mean? Like, did it need to be red or you chose to be red? It was a natural coincidence that when we created the formulation, there was like beets inside the formulation. And this was a natural red color. And then, shit, let's just, let's just go hard on this color.”

“Yeah. So we've made the business model very simple. We came out with our daily ultimate essentials and it's very simple, right? It has 90 ingredients, replaces 16 different supplements in a powder cheche. You mix it with 12 ounces of water.”

“Yeah. So let's explain what IM8 is, right? Because that's the current business. So IM8, if I go to the website, I see Beckham, I see Giannis, I see Lily Collins, I see a bunch of famous people, and they're drinking a little red drink.”

“the market. You tell us that. Or Eric Ryan from Method Soap and Olly gummies came on and he was, he's a master of packaging and positioning. And he said, I was looking in the vitamin aisle and, you know, first thing I knew was that every container was round.”

“So what does that mean? All of your multivitamins, your CoQ10, MSM, probiotics, prebiotics, post-biotics. And because normally you would have to take the equivalent of 16 different supplements that will easily cost you $250 to $300 on a monthly basis.”

“We wanted this to stand out. We didn't want to just create another greens powder, right? No one created a reds powder. Right. And then so I think by default, that was interesting to people. Is it red because it's like made of beets or it's red because you made it red? Like, you know what I mean?”