Latest / Honest Ecommerce / Launching a New CPG Category: Gary Kleinman of Electrolyte Boost

Transcript

Launching a New CPG Category: Gary Kleinman of Electrolyte Boost · Honest Ecommerce

• speaker-0: There are moments that you go, why am I doing this? and there are moments I think every entrepreneur says, even when it's successful, you go, Why am I doing this? Right. Because in in many respects, as you're building a product and or brand, or whatever it is that you're even a service, you you have to be ready for the unknown because it's coming. I any way you want to look at it, it is absolutely coming. and those are moments Yeah. speaker-1: But I think it is having that discipline. And maybe it's the ignorance of not knowing how hard it will be allows you to just keep taking one more bite at it. Honesty Commerce is a weekly podcast where we interview direct-to-consumer brand founders and leaders to find out what it takes to start, grow, and scale an online business today. Honesty Commerce is proudly produced by Electric Eye, a Shopify Plus. Partner helping e commerce brands sell more with strategic design and development. Visit electriqueye.io for more information. Hey everybody, welcome back to another episode of Honest E commerce. Today I'm welcoming the show a serial entrepreneur, the founder and CEO of Electrolite Boost, Gary Kleinman. Gary, welcome to the show. speaker-0: Nice to be here. speaker-1: I'm excited to chat. So for those that are unfamiliar with the product, could you quickly tell us what is Electrolyte Boost? What are the types of products you're bringing to market over there? speaker-0: Electrolyte Boost is waterless functional powder. It is the only waterless functional powder in the marketplace. You tear off the top of the sachet, pour it on your tongue, it's in your blood system almost instantaneously and you feel the effects. The benefit is a hundred percent of the functional benefit you get right away, no dilution. And since you're not taking sixteen ounces of water or other fluids, you're not running to the bathroom. speaker-1: Absolutely. So when you say functional you you're saying energy or or what are kind of the the the problems per se it's helping to solve for? speaker-0: Good question. So the the product that's in the market right now addresses energy and focus. So within three minutes you'll have a heightened sense of awareness. It's got electrolytes, so it'll extend your current rate of hydration or slow your rate of dehydration. when I talk about functional benefits, that's the functional benefit of that product. We have three additional products that will be released shortly. Their functional goal and objective is one is immunity. One is sleep, and another is a comprehensive female-based product that has bioidentical human lactoferrin as opposed to bovine lactoferin and a really interesting ingredient for gut health that comes from algae. We speaker-1: that's amazing. So speaker-0: looked at yeah, so we look at the functional benefit that we're trying to achieve and then find the hero ingredient, if you will, the intel inside. that achieves that. So it's a hero ingredient to a base formula to achieve a different functional benefit. speaker-1: Absolutely. And obviously it's a it's a very unique take on the product. you know, take me back in time. where did you kind of stumble across this and realize this is the way we should go with this? speaker-0: It's a good question. so my background is a discontented entrepreneurial history where I always see gaps in the market and figure out, all right, why is there that gap? So a long period of my time was in experiential marketing. I was doing a mobile tour for Bandai with Snoop Dogg for one of their games, and it exposed me to the gaming world, the esports and professional gaming world. And what I kept seeing was that gamers had symptomology of cramping, loss of attention and focus and some memory issues from long gaming sessions, but they couldn't take anything fluid dependent, water or otherwise, because they can't leave the computer to go to the bathroom. So I said, Well, get rid of the water, it's a delivery system. So I said, Wha why is there water when that the water is not really the functional benefit? The powder or whatever you're putting in it is the functional benefit. So I said, get rid of the water and let's just figure out a delivery system that gets absorbed right away for gamers. And as I was finalizing that for a gamer, then a surgeon that I knew said, wait a second, I'm in a four and a half, five hour surgery. I have the exact same issue, and I can't go in and out of the surgical suite to scrub up and scrub down. So I could take that in the surgical suite. And then truck drivers and hikers and bikers and cyclists and you know, the the the list goes on. So that's where it came from, was literally looking at a problem that a niche audience of esports and gamers had and then realized that there was a substantially broader application for it. speaker-1: Absolutely. How long did it take to go from like, All right, there's a problem here, I think a solution is like let's get rid of the water to you having like a a prototype. Walk me through that c that whole that the phases of of getting to the first prototype. speaker-0: Great question. So when I realized that there was probably an opportunity for it, we had to create a formula. You know, powders, generally speaking, don't taste good, right? Because if you look at electrolytes, the that's that's basically all salt based in many respects. So no one's gonna take a handful of salt and throw it in their mouth and say, Hey, that was a fun experience. So it really was about masking. And I thought when I came up with the formula I'd go to a flavor house, go to a manufacturer, give me two or three weeks, and we'll knock it out. I was off by a year and a half. and and literally my my house looked like a you know, a drug den. And my kids would come over and they go, What are you doing? 'Cause you know, basically it's white powder on and all these ingredients. And and I had baggies and baggies and baggies of terrible tasting, masking agents and every kind of sweetener. you could think of. So it took about a year and a half to get it right, primarily because of several factors. First and foremost, the taste. most powders, as I just said, are are medicinal and bitter and not easy always to mask. Some of them have an awful aroma to it. So you you you can't use those. And then the other issue with the ingredients for it to work in a direct-to-mouth solution, the Dosing has to be right around four and a half grams, five grams. After that, it's too much powder to put into your mouth. So the ingredients one had to have a efficacious dose to fit within that overall dosing. It also needed to be bioavailable, meaning it is quickly absorbed and water soluble so that it would break down with saliva in your mouth. And as you can check off all those boxes. then you have the the the foundation for a formula. And you know, we ran into certain ingredients needed like you take creatine, you know, it's five gram minimum dose basically for creatine on a daily basis. If you add it to our existing formula, you're at nine grams. You can't do that. It's too much powder. and then you'll have certain ingredients and it would it it would either clump because of the moisture in the ingredient Or it wouldn't dissolve. So it it it was it became a a pretty significant puzzle that had I known, I probably would have said, so they don't yeah. Then they they don't you know, they don't go to the bathroom. Yeah. Because it it really was a challenge. especially when there's so many sweeteners on the market and we didn't want to use sugar because People don't want sugar. So right, so you gotta look at all the sh the sugar supplements or substitutes. And some of them are frowned upon, some of them are not, some of them are better, and then and then the market kept changing and there were sweet proteins that came out that were supposed to replace sweeteners. They weren't a solution. So it it took a long time. speaker-1: Do you know what's going on with Clavio? When is the last time you explored what it can do? Clavio has been shipping tons of new AI data and automation features designed to help e commerce teams move faster, personalize better, and automate more of the work that used to take entire teams. Most brands are only using a fraction of what is already inside their Clavio account. Clavio is not just email and SMS anymore, it is your Customer data platform, your life cycle marketing engine, your analytics layer, and now your AI assisted execution layer all in one place. That means your customer data updates in real time. Your segments stay current automatically. Your flows and campaigns all run off the same source of truth. And now AI can help predict churn risk, forecast spin, recommend next best. Products, generate campaign content, and optimize send timing across channels. The big unlock is speed and efficiency. There are fewer tools to manage, less dependency on engineering, less time moving data between systems, and a lower total cost of ownership across your marketing stack. And brands are seeing real results from leaning further into Clavio. Dollar Shave Club has reported over 30% reduction in total CRM stack costs after consolidating onto Clavio. Brands like Third Love have seen a 15x ROI from SMS after consolidating channels. And companies like Corksicle have grown flow revenue over 90% after bringing email and SMS together inside Clavio. Across our customer base, almost every single brand we work with today is using Clavio. That is just where serious e-commerce customer data and lifecycle infrastructures are living these days. If you're already on Clavio but you feel like you're not getting everything you can out of it, or you're just running multiple tools and want to simplify without losing power, I think this is worth your time. You should head on over to Clavio.com slash honest to learn more. That's K-L-A-V-I-Y-O.com slash honest to learn more about what Clavio can do for you today. That's something you mentioned there that I kind of bring up on the show every once in a while and I always like to highlight when I see a perfect opportunity, is had you known a year and a half later how challenging and annoying, let's say, this the the process would have been, do you think you would have taken the leap to try to try to solve that problem? speaker-0: Chess, I think many times I I heard my mother's voice saying, Yeah, you should have gone to med school. I don't know. You know, you know, a psychic, as I almost referred to earlier, said to me, I don't know, 30 years ago, I will always be you know, kind of a disenchanted entrepreneur looking for things. So I enjoy that journey. I enjoy that puzzle of I know we can get it to work. Is it gonna happen? I am a firm believer as an entrepreneur, and as an entrepreneur, I think you have to feel it's not about if but when. So it it kept me focused and saying, No, it's something there. I think we're getting closer. And then the next sample would come in and would be light years further away. And I go, Well, well, no, we're trying to get closer. and then we'd put in like allulose and somebody would say, that'd be a great, you know, and then that was awful. Or we would try Ubli, which was a a new sweetener at the time, imperfect as it as it turned out to be. But we spent months taking ublis, which is a sweet protein, from a plant and trying to make that work. And then you get to a point that the clock is ticking. you got I just can't keep using this ingredient. And then you go and then succolose worked for quite some you know, worked, but there is some backlash. To sucralose in a product. And we're going into a large grocery chain, first quarter of 27, and they go get rid of the sucralose and we'll give you shelf space. So we went back and changed the formula that we had been playing with unsuccessfully, but that impetus made us do it expeditiously, and we're able to get rid of the sucralose and have a viable formula across our entire portfolio. But yeah, there are moments that you go, why am I doing this? and there are moments I think every entrepreneur says, even when it's successful, you go, Why am I doing this? Right. Because in in many respects, as you're building a product and or brand, even when you have it right, the obstacles you go through on a daily basis, and that's true whether your manufacturer is doing what they're supposed to be doing, your film can we had an issue. With film coming in that it's supposed to be printed top to bottom. They didn't look at the die line and they printed it side to side. Well, that doesn't go on the machine. Well, now you gotta go back and reprint. So there's all of these things, even though your product has finally gotten to where you want it to be, and then Pandora's box opens up somewhere else. And and I think as you're building a product, any brand or whatever it is that you even a service, you you have to be ready. for the unknown because it's coming. I any way you want to look at it, it is absolutely coming. and those are moments that you go, yeah, maybe I shouldn't be doing this. speaker-1: Yeah, but I think it it is having that that discipline and maybe it's the ignorance of not knowing how hard it will be allows you to just keep taking one more bite at it. What is the next big idea that could change your business? A pricing change, a new bundling strategy, adding subscriptions, tweaking your shipping offer? Most brands make these decisions based on gut feel. They roll out the change, hope for the best, and have no real idea if it helped or hurt their business. IntelliGems fixes that. It is an AI-powered testing platform that brings CRO level clarity to the decisions that actually move the needle. Not just button colors and headlines, but the big stuff. Pricing, offers, shipping, new apps, even major site changes. Brands like Ridge, Jones Road, and True Classics are using IntelliGems to test their most important decisions and see exactly how each one of those impacts profit. Before they commit. Momu Fuku used it to test promotional offers ahead of Black Friday and found the version that increased profit by about 28%. Mot and Bow ran structured pricing tests that drove roughly 30% more incremental profit. We use it at Electric Eye with almost every client we work with. And now IntelliGems has a free AI-powered audit that gives you three specific ideas that you can test on your store today. No commitment, no credit card, just three opportunities worth exploring. Head to intelligiums.io slash audit and get your free audit in just a few minutes. That's intelligems.io slash audit. Intelligems.io slash audit. You finally get there. You have a product that you're like, all right, we're gonna take this version of it to market. What is that like? How do you go out there and and and get your first customers? Did you go online first? Did you try traditional wholesale? You know, what was what was the path to market for you and the team? speaker-0: These days I think it's you know, first and foremost is Amazon, right? As as much as they're, you know, sixteen hundred pound gorilla, and I don't think that there's a brand on Amazon or a company on Amazon that likes Amazon. Yeah. But you gotta be on there, right? I mean we we argue not that we argue with them, we have issues with them, you know, frequently. good luck. You know, you're you're kind of at their mercy. If you're fortunate, which we happen to find someone that runs the health and wellness aspect of Amazon and he's been incredibly helpful when we've had issues. But Amazon is the first place to put it out there because then you have a distribution channel for people to buy. and while you go through that, you're also really trying to do focus groups and not necessarily formal focus groups, but trying to find out who your persona is, who's buying it. You know, when we look at our product, when we first started, yes, it was gamers and then some surgeons, but it was really active lifestyle customers because that's who's out in the market and they want convenience and and and they're looking at healthy stuff and what have you. But then we find out that you know the GLP1 market is buying our product, right? And then we find out that there's a condition called POTS and that this addresses those people that have that condition. we find out truck drivers. I was on a call recently where at the end of the call a gentleman said, Thank you for creating this product because I use it. And he goes on to tell us that that he's confined to a wheelchair. So when he goes to a sporting event, he doesn't drink anything until the end of if baseball he was saying the seventh or eighth inning, because by the time he goes home, he knows he can go to the bathroom. He doesn't want to go at the stadium. So you start hearing all these use cases. as you're testing your product and you're sampling it at events like cycling events or running events or whatever health events that you go to and get the feedback and then you build from there. it's very difficult for a young brand to get into retail. We're now doing that. You know, that that's exciting when when they say yes, we're going to put you on the shelf and you're going to get, you know, 600 stores and what have you. You know, that's kind of the beginning because if it doesn't sell and you can't control where they put it, Then they're gonna discount it, ask you to buy it back, and that can put you out of business. I mean, I know people, colleagues that were thrilled when they got into Target. And two months later, Target said it's not moving. Your velocity is not anywhere near it's gonna be. And it was on the bottom shelf, tucked away, nobody found it, and they wanted a two hundred and fifty thousand dollar check to discount it and get rid of the product. So, you know, there's the it's control growth. it's really building a foundation. And I think today, and it's even changed in the last year, is shifting away from influencers to creators. And do you use them for TikTok and use them for Instagram? Because what that does, and I went through this yesterday very specifically with an agency, y for a brand such as ours to be on TikTok, you actually lose money, which sounds crazy because it's it's moving product. But when you go through all the costs and everything else. And and the free product you're giving out and the ad you've got to take. But what happens supposedly in the 90th day or the third month is the Halo effect from TikTok and Instagram skyrockets your Amazon channel, because that's where everybody goes to buy. So you really need to understand the interrelationship between all these channels and where do you drive to? And do you drive it to your website? You know, you drive it to your own website. You get the data, you get emails, you can, you know, retarget, you can do all those things. You can't do that on Amazon. So you you start small. we spent probably two years in beta. We went through three package changes because we saw what customers liked or didn't like. and then finally got to a message on a packet that communicated no water needed, which we weren't doing well before. So It's a it's a long answer to how do you start? You start everywhere. And look at the data. speaker-1: I agree with you. Amazon is kind of, you know, eight hundred pound, sixteen hundred pound gorilla, what have you. But I do think it is an extremely easy place to beta test a product. There are customers on there that want to buy. and that's the hardest part of building a new business is getting in front of potential customers. so I would love your feedback as like an entrepreneur. Like if I had a a unique or a novel business, would you idea for a product, would you be scared to test it on Amazon because of say lookalikes or thiefs or whatever? Or like do you think it's a great place to get immediate feedback about the product? speaker-0: I think it's a necessary channel. I don't know that you're gonna get immediate feedback because the problem with Amazon for new companies is discoverability, right? Just because you're on there, nobody sees you. And if you start having to buy keywords, right, and you're doing ads, if you look at our product, you know, there are electrolytes in our product. Our product is as much a brain health product as it is the extension of hydration. We can't afford to go buy electrolytes on Amazon. It's it y you got too many other liquid IV, LMT, and all these big boys are buying that. And they're now owned by conglomerates like PG and Nestle and what have you. We can't compete with that. So if you've got a product that is unique, you've got to then look at what are the keywords that you can find so that people will in fact. find you. And that's true when you put it on your and I and I love this phrase because depending on who you you talk to, they tell you that your A plus content on on your page, on your Amazon site. go to four agencies and they'll tell you that your your A plus is terrible unless you use them, right? so and and I kinda sort of understand that to to a certain extent. But interestingly enough, so you've got to find that. And we in our product have had a challenge finding the right keywords to, you know, what are people looking for? You know, nobody in our world is looking for a waterless solution to functional health because nobody's doing it. So it's not a category. So the good news in our world is nobody's doing it. The bad news in our world is nobody's doing it. So there you where's your category. So if somebody's introducing a product, if it's truly novel, find your category. And if there isn't one, you know, dig in because that's that that's a that's a lot the education of a consumer is very difficult. and that's because consumers are giving you what, five seconds? Maybe five seconds. and then you gotta hopefully you get word of mouth and on the Amazon platform, The way their algorithms work, from what I understand, and I am anything but an expert on Amazon, you need reviews, right? You need good reviews, right? If if your reviews are 3.8, Amazon doesn't really promote you. So you gotta make sure that you're getting enough reviews. And what motivates somebody to leave a review? I don't know. I don't necessarily leave reviews for products that I buy on Amazon. I go why? I'm using it, you know. I'm more inclined to do it now because I know it's a brand that needs the review. So I'll help them because I'm in that space. but you need to do that. And and you need to get people talking and word of mouth and getting on social and and and cross pollinating everything that you can. So if you know my direct response is somebody, first of all don't be too novel because there's No audience for two novel unless you're you know, got a big wallet. You can be an offshoot, which we are, and it it still has its challenges, but once people realize, tear off the top of the sachet, throw it in their your their mouth, and they have a positive experience, that goes a long, long, long, long way. And we saw it last week in a high school team bought our product in Iowa. And they had a a game ninety-three degree w temperature when they started the game. We knew the athletic director, he bought a bunch of sachets for the kids. They took two sachets before the game, one during halftime, and for the first time in their history they had no cramping all game. Their opponent was taking kids out all game because of cramping. That experience, now kids are buying it, the team's buying it, what have you. You need that that social proof. that actual proof to start building your communities. So if somebody is creating or has created a novel, you gotta get people, early adopters talking about you. You speaker-1: Prepped all year, and all that hard work is paying off. Your store is converting, the ads are working, and this is shaping up to be your best holiday season. But your 3PL can't keep up. Orders are backing up, customers are asking where their stuff is, the reviews are starting to turn. All that hard work, all that momentum, undone by a fulfillment partner that can't scale with you. This is a nightmare scenario, and it happens to brands every holiday season. Enter eFulfillment service. EFulfment Service is the 3PL that scales with you. They are family owned, they've been in business for over 25 years, and they're built specifically for growing direct-to-consumer brands. There are no setup fees, no minimums, and no long-term contracts. You only pay for what you use. If you're scared your 3PL can't keep up this holiday season, now is the time to reach out to eFulfillment service. Go to eFulfillmentservice.com/slash honest and get up to eight weeks of account fees completely waived. That's EFP. U L F I L L E N T S E R V I C E dot com slash H O N E S T e Fulfillment Service dot com slash honest. Is there anything I didn't ask you about today that you think would resonate with our audience? speaker-0: think what most people in my shoes or similar shoes, the cost of launching a product is very expensive. I think people think, okay, you know, my product's gonna cost me twenty five cents, a dollar, whatever the number happens to be, and I can throw it up on Amazon. I can get boxes in my garage and fill it and do that or or use a three PL. whatever you think it's gonna cost, quadruple it. It it it's it's expensive. To launch anything. And I think people underestimate the actual dollars against the timeline of time before, you know, those graphs start intersecting. speaker-1: That's something actually I had a a mentor tell me once, and this was obviously about building a service business with our agency and whatnot, but ten years ago, shout him out. But he was like, All right, here's what's gonna actually happen. He's like, the the money is gonna come, it's gonna be half as much as you think it is, and it's gonna take twice as long to get there. speaker-0: Yeah, one hundred percent. And and and then you also have to project properly. And when I say project properly, in in certainly a a CPG world which I live in, you want retail. I mean, you can sell so much on Amazon, yes, you can have a very profitable Amazon business. Ultimately you end up looking at at retail. As you grow, and it's true even if you want to be a success on TikTok, you have to have a lot of inventory on stock. to support the sales that you get. So if you think you're going to be a really successful TikTok brand and you're going to sell, I'll pick a number, 10,000, 100,000 units, whatever that happens to be, you have to invest in that inventory up front to have it to sell, because if somebody orders it and you're out of stock, you lost a customer. So I don't think people project all those costs and and the tail that you have to put in before you go there. And again, in a CPG world to produce our product is probably on a on a on a good timeline, six to eight week lead time to get, you know, from PO to actually product in in in inventory. If you're doing something new, it could be twelve or fourteen months. Well, now you're investing in inventory twelve weeks before it's in your warehouse, then you gotta get it to TikTok and then you gotta sell it. And you you're financing inventory for six to eight, nine months before it starts coming back. And I don't think people understand when they hear, yeah, you'll you'll be a success on TikTok. You may well be, but that's really expensive, right? To to float it. So I I think and as often as I have done this, I think every single time I have underestimated the cost of actually getting to a point where you can be successful. speaker-1: Hey everybody, just a quick reminder. Please like this video and subscribe if you haven't. We're releasing interviews like this every week. So don't miss out. Now back to the interview. It is something I've talked about before. As a business evolves and a business matures, it becomes less. Unfortunately, it becomes less about the problem you're solving for your customer. That was probably your initial passion. And it becomes more of a money shell game where you're learning how to. basically do money magic and extend out timelines on when you owe people money and how quickly you can get product. it becomes like a a financing thing. Yeah I speaker-0: It's it's a great point. It's a it's a great point. Most of us go into it with a passion for what we're doing and as you grow, your time is spent less and less on that passion and more on the things you don't want to do. speaker-1: Yeah. And that's the the unfortunate thing about entrepreneurship. If you do it good, you quickly become a boss and quickly become a CEO, which I will tell every it's not everyone is cut out to do that and you don't magically have those traits ingrained in you. Some people just like to start things and figure it out and then they they figure out they're not good at the scaling part and they install a CEO or they sell the company and go back to some I want to build something scrappy from the ground up again. speaker-0: raises a really good point in the the entrepreneurial world is you don't have to do it alone. Either get a partner, a co founder, or somebody, a mentor that's good at what you're not good at. You don't need somebody to do what you do because then they don't need you. And get somebody that that, you know, we we have a chief executive or chief administrator officer or in house legal counsel. I mean, he crosses every T and dot every I. That's not me. I'm not, you I had a conversation with him earlier about something. I said, no, let's just take a flyer and see what happens at the end. He goes, No, the SEC is involved in this and that and other investors. I go, well, we can deal with that at the end. Let's and he goes, No, no, no, we we we can't do that. So you do need people that will check your thinking. I think there are two things that that you raised, one of which is we have no ego in our company, but we have a lot of pride, big difference. And the other thing that I say to wanting to be entrepreneurs, you really need to understand your risk tolerance. If you don't have risk tolerance, get a job. speaker-1: Yeah, that's something I I realize. I am I am high risk. It's why I'm an entrepreneur, it's why I do this podcast, it's why we have an agency that's 10 years old. But the agency would not exist without my partner who is the opposite of me, who has low risk tolerance and forces me to there's a you know, sing for myself I have to ask to do crazy things. And, you know, without that pushback from him, it's why we've sustained, it's why we've grown the team, all those things, you know, you need Risk tolerance is very, very much something people need to understand about themselves. Yeah. speaker-0: you're blessed to have that because you know even i it and yeah I've got three kids one of them is certainly like me and has n no aversion to risk the other one doesn't want to leave his room right at any given time right so if if you don't have it and and and what's interesting is the ones that are really adverse to risk are the ones that really want to be an entrepreneur. And they're the worst people to be an entrepreneur. And I say to everyone that that wants to be it, I say, You gotta be comfortable with no net. speaker-1: Yeah, and and awkward conversations and being direct and and being decisive. you know, being your own boss doesn't mean you don't have to you know, respond to anybody. It's you know, it's all of it is on your shoulders, is what it means. speaker-0: And you you you know, you you can't freak out if you got a bill due on Friday and you look in your bank and there's not enough money to pay that bill. You may have to call that vendor and say, Hey, I need some help, right? And so you gotta take your ego out of it and and make sure that you know you are growing responsibly and what have you. I'm a firm believer in testing and tweaking everything. Everything. just because you think it's a good idea doesn't mean it is. A dear friend of mine. gave me a quote that I that I use frequently. It's easy to find a gap in the market. It's really hard to find the market in the gap. And and there's there the it's it's it's pretty profound because everyone says, yeah, why isn't that there? and one of the the the best examples of that has nothing to do with CPG is when who was it, David Katzenberg they they they did God, what's the name of during COVID. They they created a network and raised two billion dollars for short term video. And they invested a billion five and they got money from Universal and Fox and what have you. And they found out nobody wanted short term video. Yeah, there's a huge gap in the market. speaker-1: I remember what you're talking about. It was it was like vertical specific v video for your phone. It was for your speaker-0: Your phone was high, high produced content, major directors and producers and stars. And got it. I'm literally drawing a blank on what the name of the company was. And they put in a billion and a half dollars. And these are people that are Hollywood iconic legends. And they bottomed out in four months. speaker-1: Yeah. speaker-0: And they were right. There was a gap in the market, massive gap in the market. Nobody wanted those. There was no high quality short. Two minute episodes of a quality series. And there was a gap. They didn't realize that nobody wanted it. So you got to pay attention to a good idea on a dining room table doesn't mean it's going to work outside. And so you really do need to say, okay, there's a gap for what I do. but more importantly, is there a market for that gap? And and to that end, I'm shocked when I see another hydration drink. come into the market, right? Or another energy drink, or another whatever, go, how many tequilas do you need on a shelf? Or how many vodkas, right? I mean, you go to a bar and you see eighteen tequilas. I don't know how they they distinguish themselves. Some of them do, some of them don't. Forget celebrity and influencers. There might be a gap for a certain, you know, distillation of a tequila, but that doesn't mean there's a market for that two thousand, you know, filtered distillations. So I think entrepreneurs fall in love with their idea without putting in enough work on whether that idea actually should exist. speaker-1: Absolutely. Well, pivoting back to your idea that definitely exists. speaker-0: Thank you. speaker-1: if I'm listening to this and I wanna try the product, check it out, either buy it online or potentially in sh store on shelves, where should I go? What should I do? speaker-0: You can go to Amazon or better yet, go to you know www.electrolytboost dot com and if you want a discount, use Gary Ten, you'll get a discount and you'll get it in a couple days. speaker-1: Awesome, Gary. Thank you so much for coming on the show and sharing all those amazing insights. speaker-0: Hey, it's a pleasure. Thank you, Chase.