Overview
This is a US-based direct-to-consumer supplement brand specializing in premium powdered greens and reds formulas. Founded in 2018, the brand emphasizes transparency in ingredient dosages and scientifically-backed formulations, positioning itself as a credible, high-quality supplement provider. Revenue is generated primarily through its WooCommerce store (80–85%) and partially via Amazon FBA (10–15%).
Key operational strengths include:
Lean operations, requiring 5–6 hours per week from the founder.
Outsourced fulfillment through 3PL partners in the US and UK.
Strong repeat purchase behavior at 30%, indicating loyal customer base.
Turnkey setup including domains, email list, inventory (~$61,000 at cost), and supplier relationships.
The ecommerce brand has maintained profitability with gross margins around 62%, benefiting from premium positioning, repeat purchases, and minimal chargebacks (<1%).
Key Insights
Website Performance and Metrics
Website Speed: WooCommerce-based, optimized for eCommerce; site speed appears adequate but should be verified with performance tools.
Product Variation & SKUs: Core offerings include Supergreen Tonik, Red Tonik, Synbio Tonik, and Magne Tonik; <100 units/month for newer SKUs. Opportunities exist to expand product line with high-demand supplements.
AOV & Customer Lifetime Value: Not publicly disclosed; repeat purchase rate of 30% and subscription potential indicate strong lifetime value.
Website Conversion Rate: Conversion metrics not publicly shared; estimated to be aligned with industry averages for DTC supplements (~2–3%).
Website Design & Presentation: Clean, modern branding; updated packaging from tubs to bags reduces shipping costs and enhances premium perception.
Brand Positioning & Customer Sentiment: Positioned as a transparent, science-backed supplement brand. Strong repeat purchase behavior suggests positive customer sentiment.
Marketing & Efficiency: Current marketing relies primarily on organic channels (SEO, email campaigns, affiliates). Paid media and influencer campaigns remain untapped.
Customer Acquisition Cost & Scalability: CAC not publicly disclosed. Potential for scalable growth via TikTok, YouTube, and paid campaigns.
Product Offering & Marketing Angle: Differentiated by transparency, scientifically validated dosages, and premium formulations. Opportunity exists to expand product line and implement subscription-based offerings.
Financials
The e-commerce business generates $469,826 annual revenue and $135,818 annual profit, corresponding to a 29% profit margin. Monthly revenue and profit fluctuate due to seasonality and marketing activity:
Oct–Nov 2024: Revenue $47k–$56k, Profit $13k–$17k (pre-holiday ramp).
Dec 2024: Revenue $36k, Profit $6k (holiday dip, likely reduced reorders).
Jan–Feb 2025: Revenue $39k–$47k, Profit $9k–$19k (peak seasonal demand).
Mar–May 2025: Revenue $39k–$43k, Profit $10k–$15k (steady repeat purchase-driven sales).
Jun–Jul 2025: Revenue $33k–$34k, Profit $7k–$11k (mid-year slowdown).
Aug–Sep 2025: Revenue $24k–$27k, Profit $6k–$9k (off-season dip).
Multiples: Revenue Multiple 0.5x; Profit Multiple 1.8x. Strong margins indicate value for buyers and potential for expansion into untapped marketing channels.
Marketing (Paid & Organic)
Organic Channels: SEO via brand blog, email campaigns (4 campaigns/week, 35% open rate, 0.12% conversion), affiliates/ambassadors.
Paid Channels: Minimal; untapped potential for TikTok, YouTube, and paid social campaigns.
Retention & Repeat Purchases: Repeat purchase rate 30% with most customers ordering 3+ months’ supply.
Operational Efficiency
Founder spends 5–6 hours/week; minimal oversight required.
Fulfillment fully outsourced to 3PLs in US and UK; inventory management is low-maintenance.
Additional operations, including website updates and marketing execution, are automatable or outsourceable.
Customer Data & Relationships
Customers primarily US/Canada (75%), with presence in UK, Europe, Dubai, Malaysia, Singapore.
30% repeat purchase rate indicates strong loyalty.
Customer demographic: health-conscious, ages 30–75, roughly 50/50 gender split.
Legal & Compliance
Verify IP/trademarks (Supergreen Tonik, Red Tonik, Human Tonik).
Review supplier contracts, 3PL agreements, and fulfillment terms.
Confirm WooCommerce and Amazon FBA accounts ownership and transferability.
Challenges Identified
Revenue Seasonality: Noticeable dips in August, December, and mid-year; requires marketing alignment.
Limited Marketing: Heavy reliance on organic channels; paid and influencer marketing largely untapped.
SKU Performance Variability: New SKUs have limited sales (<100/month); product development required to drive growth.
Geographic Concentration: Majority US-based; international expansion potential but requires logistics planning.
Incomplete CAC Data: Without CAC/ROAS, scaling strategies are partially uncertain.
Data Gaps: Full historical financial statements, customer acquisition trends, and subscription data need verification with seller.
Recommendation
Engage with the seller to obtain:
Detailed 12–24 months P&L, merchant statements, CAC, and subscription metrics.
Refund/chargeback history and customer support logs.
Supplier and 3PL contracts for continuity verification.
Key growth opportunities include:
Launching paid advertising campaigns on TikTok, YouTube, and Google.
Expanding product line (Synbio Tonik and Magne Tonik) with complementary offerings.
Implementing subscription models and retention programs.
Exploring international markets more aggressively (Europe, Asia).
Conclusion
This is a profitable, lean, and highly differentiated supplement brand with strong repeat purchase behavior and transparent product positioning. With a low-maintenance operational setup and robust margins (29%), it is well-suited for a buyer seeking a scalable DTC health and wellness business.
Challenges primarily include seasonality, untapped paid marketing channels, and limited sales volumes for newer SKUs. Addressing these through strategic marketing, product development, and international expansion can significantly increase value.
Next Steps:
Request full financial history and CAC/ROAS data.
Verify supplier, fulfillment, and IP agreements.
Discuss marketing strategies and reason for sale with the founder.
Explore subscription and product line expansion opportunities.
