As a biomedical engineer, I have always been passionate about how the human body functions. Discovering ways to slow the aging process and helping others get the most out of life is a goal. After many years of taking various supplements in tablet or capsule form, the expected results were just not happening.
Genesis of a Health Supplement Company
My wife Carol and I knew there had to be a better way to ensure that dietary supplements are optimally absorbed, so we began to research how tablets and capsules are processed in the body. Ultimately, we discovered that there is a better way, one that gives “real results” to those who use the supplements. After extensive research, focused product development and a first failed attempt at a business plan, Amazing 1-Shot was born.
Millions of people take supplements in tablet and capsule form, mostly because this is the least expensive finished product format to produce. Even though not all ingredients need to be, or can be, absorbed immediately, tablets and capsules do not deliver supplemental ingredients into the body in a way that supports optimum absorption. Because they are swallowed whole, the body must work to convert them into a liquid before they are available for absorption.
It’s not what you consume that counts; absorption is what matters.
While attending a trade show in Las Vegas, I found a packaging format called the New Shaker, a dual-chamber bottle. The New Shaker works by storing functional powders in a plug and plunger located under the cap, with a blended/flavored liquid in the bottle. By twisting the cap completely down and shaking, the powder and liquid combine and the supplement is ready for use, delivering ingredients in their purest, most potent form. I immediately envisioned the success of this format in North America.
After many meetings, a trip to Europe and thorough due diligence, Tim Ehinger and I partnered with Bormioli Rocco, the Italian supplier of New Shaker components, and exhibited at a trade show. Over 70 leads were generated from interested companies wanting to use the New Shaker for their products. It was then that Carol, Tim, and I chose to bring this innovative and interactive packaging format to North America.
Getting Started . . . and Changes
We developed a business plan, found two additional enthusiastic partners and formed Amerigo Laboratories, LLC. After purchasing used equipment and converting a warehouse to our manufacturing facility, we registered with the FDA and thought we were on our way. Our business plan had us starting out as a contract packager for companies that wanted their products packaged in the New Shaker. Having developed our own product formulas, we would then use the profits from the contract packaging business to take our products to market. This didn’t go quite as planned—none of the previously interested companies wanted to be first.
We then reversed our approach in the business plan. Our primary focus would be for Amerigo Labs to be the first to market dietary supplements using the New Shaker, with contract packaging secondary. And so our brand, Amazing 1-Shot, was launched.
We were advised that our best opportunity to attract interested consumers and sell our products was through an e-commerce website. After researching and finding Kansas City SEO expert Phil Singleton of KCWebDesigner.com, we determined that he and his team could create and rank the website. We also wanted to work with a local firm with an established track-record, so it was ultimately a “good fit.”
Lessons Learned
Through this process, we learned that an effective website is essential, but it doesn’t stop there. Search engine optimization and content marketing through press releases, blog articles and social media participation, and getting our brand established are essential. Now we are ready to share our products throughout the web.
We have learned a lot since our formation, such as listening to our intuition, believing in ourselves, and not being afraid to change plans and move on. We intend to establish Amerigo Labs as the innovative, interactive packaging experts. We have no doubt that we will enjoy tremendous success.
