His AI Tool Formulates, Designs, Builds AND Ships Your Custom Supplements in Minutes!

0:00Hey, real quick, before we start this episode, I just want to say my guest today had an amazing offer. They shared right at the end of the episode. Now I'm going to put all the details in the show notes. So a make sure you check there, but also at the end of the episode, I'll go through all the details. So if you're listening today and if what you hear is something you want to try, don't just go to their website and sign up. Check the show notes for the details because it's a very valuable offer that he extended. We're super thankful for it that he gave this to our listeners. I think there's definitely going to be some people listening today that their mind is just blown a little bit and they want to try it.

0:38So just make sure you use the offer and the details to actually to get the offer. The second thing is this episode, we share screens quite a bit. He actually walked through, did a bit of a demo, showed how it works. It was really cool. And I think you'll get it when you listen to the audio version of the podcast. But it will be so much better if you watch it on YouTube because you'll actually be able to see the screens, but definitely don't let that stop you from continuing to listen to the audio podcast right now. You'll understand and you'll get it. Just if you want to see the exact visuals, head over to our YouTube channel and you'll be able to see that all there.

1:12With that, let's get on with this episode. This is a really eye-opening episode that I know you're going to love. OmniSend just shipped something that I've always wanted. You can now connect OmniSend to ChatGPT or Claude and just say, where can my email and SMS campaigns be making more money? And it actually figures it out. It reads your store data, all your campaign details, your store history, and it tells you, and the insights are legit good. And even better, you can then say, okay, let's fix that or build that campaign. And it actually does it right from your chat. It's wild. Now, if you're one of our listeners, you can get 30 % off for three months on OmniSend, just go to the show notes.

1:51There's a link there. Or you can just use the code J30, J-A-Y-3-0 when you sign up. Now, if you're using another email and SMS platform and you want to switch to OmniSend, which is a great idea, they will do the migration for you. Just give them five days and then you show up with everything set, ready to go. Now they've migrated thousands of stores from Klaviyo and on average, they're saving 35 % on their email and SMS bills. If you're listening to this show, you clearly care about your Shopify business. If your store isn't backed up and protected, it could all be for nothing. That's why I tell every store owner I know who cares about their business, you 100 % need Rewind installed.

2:27It's a non-negotiable for me. One bad CSV import, one app that edits your store the wrong way, which has happened to basically everyone I know. One bulk edit gone wrong, and now AI making changes for you. Listen, Shopify does not have an undo button. rewind is the undo button go to shopify1percent.com slash rewind for 30 days free on us links in the show notes too a supplement and generally consumable market clothing and we are really the leaders of the space you basically removed all the barriers of entry we will actually help you to build that product without any investment from your side what's the path from idea to sale There's no like simple solution existing in the market that allows you to do it.

3:14We saw the opportunity and potential in the market. If executed in the right way, it could be very, very beneficial for many, many merchants. Martins Lazmanis is the co-founder and CEO of Suppleful, and he's turning CPG on its head. Suppleful lets you launch on-trend consumables with no minimum order quantities, AI formulation, and lightning-fast fulfillment. His company lets you build, test, and scale starting today. The biggest reason some businesses fail, it's not necessarily because of a strategic reason or product. It's because of founder burnout. What were some things that you've learned in that journey that's been helpful for you?

3:50Extra effort needs to be put in. But I'd say the single most important thing is heaven. I am so excited about this episode because the supplements market is exploding. And it's actually not just growing. that growth is compounding. Global, before this episode, I was doing a little bit of research and global dietary supplements last year hit$192 billion. And they're actually projected to grow around 9 % a year until 2033. And for those of you who know the math on investments, when you grow something 9 % a year, in eight years, it doubles. So not only is it massive right now, but it's projected to double in roughly the next eight years.

4:37Some other crazy numbers, roughly 75 % of Americans are taking some type of a supplement. And one of the most important things right now for Shopify brands is speed and skew iteration are now what's deciding the winners, which is why I was in San Diego a couple months ago for Commerce Roundtable. And my guest today, he's staring at me, he's chomping at the bit, ready to go, but I want to give a little bit of background. I saw him up on stage and he's the co-founder and CEO of a company called Suppliful, which helps brands get supplements to market faster, which we're going to, of course, get into.

5:13And a couple of things really stood out to me is they don't have minimum order requirements. They have, I think, 150 plus private label products. They have a Shopify integration, which I think he might even show a little bit here today. And they can fulfill really fast. I think two to five days fulfillment, which is amazing. Sometimes you do these things with offshore companies and it takes weeks to get to customers. So I got excited. I was, all of our listeners know that I ran stores for a large portion of my life. And like when I saw Suppleful, my mind just went, man, I want to start a brand again and use Suppleful.

5:46So I had to have them on. Martins, thank you so much for coming on the show. Can you give us a quick explanation of what is Suppleful? How does it work? Give me the high level overview of it. Yeah, Jay, thanks a lot for having me. And it's great to spread the word about Suppleful. And I think we're having an interesting conversation today. So yeah, I run Suppleful. And we help Shopify merchants to launch and grow their supplements, skincare, coffee, and even pet care products without the risk of inventory, seamless integration to their stores, and all the products delivered nationwide within one to two business days in the U.S.

6:31market. And as you mentioned, yeah, the supplement and generally consumable market is exploding. And we are really the leaders of the space by helping merchants to experiment with new skills faster, introduce new skills in the market much faster, and do it with a very low lift and a high impact on their business operation in terms of top-line revenue. So, just to put it in real simple terms, I could come up with an idea for a supplement. Let's say I'm a brand, I'm an influencer, I maybe have a following in a certain area. I come up with a concept, does your team work with actually creating, let's say I wanted to make some type of a greens mix meant for office work.

7:16Like I'm not a high performance athlete, but I want a certain greens mix. Would your team actually help with the ingredients and building it as well? Yeah. So I think this is a good transition where if you allow me, I'll share my screen and give you a demo. Because I think that is the best way how people can really see how Sockleful operates. What are the building blocks behind our infrastructure and really kind of show you an end-to-end demo. I would love to. Just a couple of minutes. I would love to see it. And, you know, for those listening on the audio version of this podcast, just make sure you head over to our YouTube channel and you'll be able to see this.

7:56But Martin's, you know, talk through it and kind of visually explain what you're what you're showing. And then if people are listening, I'm sure they'll get it. So, but yes, let's love to see it. I'll show you two elements of sample force. So what we just recently did, we recently launched a product called launchmagic.ai. And basically, it's a product formulator that allows merchants, store owners, either to create a fully custom formulation totally from scratch for not existing store or create an upsell case for an existing store. And in this, now in the demo, and also one of our clients is a chill pill, which is like a gadget.

8:39And what we did, we helped them develop their own unique sleep formulation with this approach. So how the AI works is either you describe your own needs of a specific supplement, or you add your website and you say, create an upsell product relevant to this store. This is crazy. What the AI will do, it will go into the website, understand kind of what is the target audience and come up with suggestions of what that brand, that specific gadget can upsell as a supplement. And you just gave it the website URL here, but you could probably give demographic information too. Like my customers are 60 to 70 years old from a certain region.

9:28Like that would probably enhance it even more, I imagine. Exactly. You can give it more information and you can give it some more details so it better understands what by looking both. So what are the components and why we are able to do this is that we have built a manufacturer network here in the US. We have six live producers. We are adding more in the backend. We've collected all their manufacturing capabilities on what type of ingredients they have, packaging types, their costs, lead types, etc. So we are very providing a very close to reality product concept. So, all right, he's not able to.

10:07This is still a bit rough around the edges, the AI tool, because we keep upgrading. It's in a closed. Well, and you really gave it very minimal context there too, right? Yes, as well. I can imagine. Here we go. You see he's trying to, not trying, but he's like, as you saw on the website, they have like a sleep supplement. And basically this is what he's suggesting to create, to a formulation to help you unwind at night. Okay. So on the website is a gut. Can you go back to the website for one quick second? So this is like a better sleep brain gut pill, right? Yes, exactly. Exactly. And it's analyzing and recommending that a good add-on is potentially one just for sleep.

10:57Yes. It's called the chill pill slumber. It even comes up with a name for it. Yes, exactly. And now it is creating the formulation. It's breaking down the production cost, the retail price, and the potential cost profit. It will get you to a lead time, minimum order quantity, and batch cost. The thing, what we are using here is it will take you basically anywhere between 3, 6 to 12 months to create a custom formulation and exchanging emails back and forth with a product formulator with some manufacturer. We are condensing this to a couple of prompts. That is wild. Now, while this AI is creating these products...

11:40So it has come up with the key benefits, your product listing, price breakdowns, your cost of goods, gross profit, suggested retail price. Is it for suggested retail price? Is it doing an analysis of competitors or is that just kind of based off of cost of goods and a markup calculation? So it explains under this information bubble what are the, why this specific. So this price puts it as a premium sleep pill. Yes. Yes. Okay. Yes. And that should also generate the image, the product image as well. Now we go through all the ingredients, what are in there. You can get like why that specific ingredient is being picked.

12:32this also has been validated with the manufacturer network product formulators and they're saying okay this is actually pretty close on what they're doing not pretty close but very close so making their job much more easier and then it also explains the sleep supplement market trends and looking at that wow you see he even kind of tried to pull data from from the branding etc so yeah this is an actual product that we are able to produce now what this says is that you would need to invest like anywhere between 30 to 50k of money to launch this product now what we are doing here is but hey how about you try to launch an on-demand product which has 74 match and we and really like before getting into a fully custom product.

13:25Try to launch a product that is very relevant. Oh, I see. These are products today. These are products that, I got you, they exist, and you can just put your branding on it. Yes, exactly. And I'll demonstrate how easy it is. So, this product is a sleep support product. You can use, like, a Canva editor to design the label. Oh, my goodness. So, you'll go in there, you just, like... This is insane. color, you can change the logos. Of course, all this is compliant and we review all the labels in the backend. We make sure that there are no... So as long as you keep the format and template here, it meets the legal requirements of, like, I don't know the mark that well, there has to be size of font, I imagine, and warnings and all that?

14:18Yes, all that is compliant. And once you upload this new product back to SupplyFoil, your design label, we have a, first of all, we have already like a technical limitation so that like, I don't know, the dimensions are matching and then the team for legal professionals check the claims. So it doesn't that it's like, I don't know, it's it says that it's whatever. Yes. I imagine if I'm building this sleep support one here, I take on all legal responsibility that I'd have to sign off on? Yeah, that's a very good question. So in a nutshell, we have shipped out more than, you know, a million packages nationwide and there has been no claims on any of our products.

15:07We take quality extremely serious. But that being said, it's recommended that basically everyone gets a product like built-in shirts. So, must as a platform, the producers have it, and we suggest that the sellers also have a product liability insurance. Because essentially, they can go after every involved party in the chain. Yeah. But yeah, to continue the demo. Yeah. Is it okay if I ask questions as you go along here? Because I probably won't remember today because there's some things. Okay, so on the ingredients, so the previous one where it actually came up with the ingredients, If you made that exactly as it was right there, should I get a third party to validate that it's healthy or okay?

15:54Or does this meet the requirements of the FDA or however it gets approved? Yeah, very relevant question. So first of all, once before that product is being published, they are all being tested against in a lab, making sure that what is claimed on the label is actually in the product. And then for these products that we have in this white label catalog, which is more than 180 different products, every single one of them have certificates of analysis. Again, really like proving what is claimed on this label is actually in those products. Right. Right. So can I ask? Go ahead. Sorry. And we collect all the certificates for the manufacturers.

16:43We make sure that they are FDA registered. They have NSF. They have CMGP certificates. So the bar for us, for the bar for a manufacturer to become a partner on Suppleful is very high because we understand that these are products that people digest, ingest. And it's very important to ensure that the quality is there. Are there thresholds to protect someone from building something that could potentially be dangerous? For example, if I wanted to build a sports drink and I wanted it to have 500 milligrams of caffeine per serving, something along those lines, is there ranges of each ingredient that you can't go over?

17:28Yes, 100%. 100%. There, as I mentioned, this is a product formulator. So all the knowledge that the product formulator has in a manufacturer facility, it's been fed to this AI. So basically, it understands concepts, it understands limitations, it understands why a specific ingredient cannot be more than the other. So, of course, those limitations are baked into that context of this AI. Okay. Interesting. Amazing. So yeah, coming back, basically, we generated a label, a fully custom label. And then this is a demo store on Shopify. You see the products already on Shopify. So what have you done here in the back end?

18:10So there's a Suppleful app that connects to your Shopify store. There's two ways how you can connect to your Shopify store. The best way is you register on Suppleful. And then you go to your MyStore's page. And basically, you would click on a link. You see this is already a link. like link, but you can click on a new store. I'm not logged in here on the Shopify account, but if you would be left on your Shopify account, you would click install and boom, boom, that's it, you're done. You don't need to do anything. Then you just would publish products. And once it's in Shopify, if you needed to modify and change, I imagine you can, or does that break any sync?

18:50No, you can change descriptions on Shopify and change pricing, etc. At the beginning of the show, I told you why everyone serious about their Shopify business should have their store backed up and protected with Rewind. There is no excuse not to. There literally is no undo button for Shopify. Shopify's own terms actually say that your data is 100 % your responsibility. Your products, your theme, your customizations, your settings, everything. They don't back up any of it. And no, a CSV export does not cover it. With CSV exports, there's no images, no meta fields, no themes, settings, etc. Nothing.

19:32I was talking to the people at Rewind about a brand where one team member actually ran a bulk update and accidentally overwrote 11 ,000 products. Orders, customers, contacts, all of it gone in a single action. Luckily though, with Rewind, it was a simple one-click rollback. It could be anything. A bad CSV import, a random app you just installed that messes everything up, or all of these AI tools that everyone's using to manage their store. Now, I have heard so many horror stories. Rewind just gives you peace of mind no matter what. If you don't have Rewind installed, you absolutely should have it.

20:08Go now and get it. Shopify 1 % dot com slash Rewind. You'll get an exclusive 30 days free on me. The link is also in the show notes. where's the source of truth for like do you recommend you keep like product descriptions and titles updated in suppleful or can you modify that all in shopify like say you changed everything on the app the name the title the description it still syncs because it's tying to the product idea i imagine yeah so syncing doesn't happen automatically you manually triggered the syncing So you can change descriptions on Shopify end. Usually that's what happens, that people change descriptions on Shopify end.

20:51And sometimes they forget that it's synced to Sockleful and then all of these descriptions or their previous descriptions are erased. That's why we have like a trigger warning. Once a product is published, if you really push a new product, are you certain that this won't change the existing listing? Yeah, I gotcha. And then now when someone places an order, How does the shipping and fulfillment and all that work? Yeah. So at this point, when someone buys the product, the information through Suppleful is routed either to our own facility in Denver, Colorado, or to one of our six partners nationwide, where we prepare back and ship that order to your end consumer within one to two, one to three business days.

21:40That's amazing. Fulfillment and shipment. So basically, if your customer places an order on Monday or someone buys a product on Monday, the person should receive it already by Thursday, Friday. Wow. And is it just in the United States? Currently, yeah. We operate only in the United States. We have international shipping, but this is mostly meant for like ordering samples, figuring out whether these products fit the needs that you're looking for. But yeah, it seamlessly works now in the U.S. because from country to country, we have different regulation and you need to localize manufacturing. And we are not at that scale yet.

22:24So it will take probably some 18 to 24 months to get there. Yeah. So is it different? These are the pre, the ingredients, the pre-made one that you put your branding on. If I created my custom supplement, there must be some lead time for that. And then is there, well, first of all, what is, how does that work? What is the lead time for that? Oh, it says down here. Okay, so 68 weeks. Yeah, so lead time would be six to eight weeks once we confirm that you are ready to move on with the custom formulation. That custom formulation will come with like a 10 % commitment from top fee, top amount of what the batch costs.

23:07So that, you know, we are working with qualified leads. Otherwise, we are spending a lot of resources and time with people that are not serious about the business. So from your side, if you want to create a custom formulation, it's still a relatively small commitment to make. But once we are there, we finalize the full formulation and the lead time would be within the shown range here in the formulator. Well, it makes sense because you're building something that is custom for that merchant. Yeah, that's why we suggest always to potentially start with some products that are already in the on-demand catalog, prove that, okay, I can get the audience going, I have picturized niche, I understand how the funnels convert, like I can drive traffic, the tests seem to be working, and then double down kind of on a fully custom formula.

23:59And if you are there, we see that you drive volume. We will actually help you to build that product without any investment from your side. What's the breakdown of percentage of your merchants using Suppleful that are using the pre-built supplements versus custom built ones? So most of the brands are selling pre-built products from the catalog. we have I think three four top merchants that that we have built fully custom formulations and they are not even available on the platform okay I mean obviously it's the large it's the larger brands because there is the there is the cost up front for those is it is it established supplement brands or are you seeing new brands coming into the supplement space because you basically removed all the barriers of entry like you could be a f1 race car driver who has a supplement brand now.

24:55And I guess that's the whole idea, right? Yeah. So our bread and butter at the moment is really to help those smaller ones to upstart, to get to 10K in revenue, to get to 20K in revenue. And as we develop our capabilities, as we strengthen our manufacturing network, we expect to move up markets. So you can think of us as Shopify in 2010, you know, Like any little shop was building on Shopify and now today they are the top, you know, enterprise grade brands want to be on Shopify ecosystem. Yeah. So we are following kind of the same strategy. So to answer your question, we are more focused on self-starters, on people that want to build their own brand.

25:44What are the best steps? can you walk us through kind of like some a path from idea to first sale take take I'll just use me as an example say I have an idea for something related to gut health and I want to first test it prove it and I have you know I've got a brand I've got a following but like what's the path from idea to sale obviously it's not going jumping right in and building the formula there's some some steps between that you probably see your more successful merchants doing? What does that look like? Yeah, so there's a couple of things that we see are working very well. Number one is, as you say, figuring out your niche, figuring out to whom you are selling because people are not buying products.

26:34Right. People are buying information. They're buying the story. They're buying something beyond the product. And that's with everything. like branding 101. Number two is a combination of an influencer and an e-commerce operator, meaning someone that has a reach that can get that initial engine going. At the same time, you have that digital marketing knowledge how to build out the right funnels, have the post-checkout purchase sequences set up, you know, email sequence, abandoned cart email. So all these like technical, nitty-gritty things to leverage on that reach. So this is a profile that's been working very well.

27:18And last, like a third direction that just recently we are noticing is like a funnel type advertorials. It should be working across many brands and I can give a sneak peek. We will soon launch direct integration with ClickFunnels. So it will mean that you can build a funnel on ClickFunnels and publish already products So click funnels and have that audience check out and subscribe to your products. Is it right now, does your client base, does it look like a lot of Shopify stores or is it influencers, social media? Where are the majority of them selling right now? Yeah, 99 % are Shopify stores where most of our revenue also comes from.

28:04But then those Shopify stores, again, they are utilizing different type of funnels, how they are capturing the traffic they're sending to the website. So what I said just now is some are using like different funnel apps that lead them to just the checkout page or just the product page on Shopify without landing them in a Shopify. A traditional store, but they just they end up in the checkout. Exactly. Exactly. So we're seeing that is working. We have a direct TikTok integration and then soon we're going to support one brand to launch and do live shopping with one TikTok. And TikTok, I think, is a very still on top channel and we keep also improving our integration with the platform.

28:48But Shopify, I'd still say, is the major, major channel. What I can add on top here is that we are noticing a lot of spillover effects, meaning like a person goes to a Shopify store, goes through a funnel, and then they go search for that product on Amazon. And this is for two main reasons. First of all, they feel, I think, that it's much more safe because Amazon collects specifically extra information about the product. Second, many of the users have Prime. and that's why many of our like top 10, top 20 sellers are placing like FBA bulk orders, whatever, shipping 200, 300 orders to Amazon and we facilitate all that process seamlessly.