How A Subreddit Motivated Me To Create A Chewing Gum That Improves

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Howdy! Who’re you and what enterprise did you begin?

Ahoy! My identify is Matt Phelps and I’m a YouTuber and the founding father of STEEL – Jawline Gum. It’s a tough chewing gum that’s efficient as a jawline exerciser.

There is a large curiosity in bettering your jawline today. Simply take a look at Google Tendencies or the recognition of the #jawlinecheck hashtag on TikTok. My prospects discover me organically by Google and my YouTube channel in the mean time. So I’m solely buying these prospects which can be actively trying to find a method to enhance their jawline.

I did 9k in income final month. And my YouTube channel is at 27k subscribers regardless of me having solely posted 13 movies.


My YouTube channel took off with simply 1 video posted

What’s your backstory and the way did you provide you with the concept?

I began in late 2020 when I discovered one thing I’d been trying to find 12 years for – an efficient jawline exerciser. I will need to have been a very useless 14-year-old boy to spend his cash on squash balls, chewing caps, and items of dried leather-based. Sure, that’s proper, I attempted chewing these in an try and work out my face and jaw haha.

Quick ahead to 2020 and I examine mastic gum in a really area of interest subreddit. I instantly purchased some (which wasn’t straightforward on the time), obtained began chewing, and noticed seen adjustments to my masseter muscle tissues in a couple of weeks. Of all of the loopy contraptions I purchased or created by the years, it was a humbling expertise to search out out the best factor was tree sap. That’s all mastic gum is dried sap from the Mastic tree discovered on the Greek Island of Chios. It’s been a precious commodity that Meditteraneans have been chewing for over 3000 years. It was much more precious than gold at one stage and a battle or two has been fought over it.

So I chew these items for a couple of weeks and one night time my buddy’s girlfriend tilts her head to the aspect and asks me:

“Have you ever had work performed in your face??”

I figured I used to be late for the occasion. Onerous chewing gum on your jawline gave the impression of such an intuitive product to me, absolutely there have been an entire bunch of manufacturers already? I couldn’t discover any. Possibly I’m simply an oddball and there wasn’t a requirement for it? Enter Google Key phrase Planner. It’s probably the most underrated instrument for locating product concepts. Individuals are asking Google for one thing they need and you may see what they write and what number of searches there are a month for that factor.

That was my “aha” second:

  • “Jawline gum” – 2k searches a month
  • “Chewing gum on your jawline” – 7k searches a month
  • “Mastic gum jawline” – 1k searches a month

1000’s of individuals seek for this product each month, and the product didn’t exist but? That was all I wanted to know earlier than diving in.

On the time I labored full-time as a Product Analyst. The way in which I normally describe the function is “the information man on the product group”. The corporate itself was a publicly-listed scale-up with a world product, and I used to be in command of experimentation, validation, and offering quantitative insights. It was a difficult job however I nonetheless had loads of vitality exterior of labor hours to work on STEEL. For me no less than, it’s very straightforward to summon motivation/self-discipline when you understand that one thing goes to work.

Take us by the method of designing, prototyping, and manufacturing your first product.

I’d learn this nice article a couple of months earlier about validating a bodily product thought with out even having the product. You launch a retailer with out truly having the product and run advertisements to it. If the reception is sweet, go make the product. If not, again to sq. one.

I preferred the concept. However I couldn’t do it haha. I used to be too excited. I went out to the world extensive internet and located each farmer and provider of Chios mastic gum. I discovered that mastic gum is available in completely different sizes of “tears”. The massive tears are a great chewing gum-sized piece, so I ordered small portions as samples.

Whereas ready for them to reach I began designing the packaging. In Sweden the place I’m based mostly, tobacco pouches (Snus) are a typical nicotine product. And so they are available in these cylindrical containers (known as dosor) which can be the right form and measurement for the gum. I purchased a couple of dozen of those from a wholesale distributor that I discovered on-line in 10 minutes and slapped a label on that I had somebody on Fiverr design for me. The designer had added the phrase “SPEARMINT” on the packaging, which was not the flavour of mastic gum. However I used to be too lazy to ask for a revision: “it can do I assume”.


The primary model of STEEL – Jawline Gum

Describe the method of launching the enterprise.

I tweaked the web site far more than was wanted to run a take a look at. Up till that time I’d spent round $190 and about 20 days to prepare. Now I wanted some certified visitors to see if anybody needed what I needed to promote. So I spent $50 on Google advertisements over a weekend and waited to see the outcomes. BTW: I had no thought find out how to run paid advertisements on the time. I nonetheless don’t truly, however I no less than know now to not optimize the marketing campaign for visitors!

I logged into the Shopify dashboard on Monday morning. 400 guests. 0 gross sales. WTF?? I didn’t get too discouraged although. I figured it was the dangerous design and shady-looking web site that turned individuals off. Plus I’d had a whole bunch of failed concepts over time so failure had turn out to be the norm I spent the day bettering the product images, simplifying the positioning, and writing a extra detailed description of the product.

That night time, sitting on the sofa with my girlfriend, I heard the well-known Shopify “Ka-ching!” Weirdly sufficient, it was an natural customer from Morocco that purchased 3 packs. From then on I knew that Web optimization would work nicely for me. I began getting prospects by Google regardless of not even rating in any respect for my fundamental key phrases.

After that, it was recreation one. I took $1,000 of financial savings and purchased stock. I did some key phrase analysis and wrote articles. I began with key phrases that had over 10,000 searches a month however beneath 100 allintitle search outcomes. What allintitle does is let you know what number of internet pages there are on the whole web that has that precise key phrase within the title. Merely Google searches “allintitle: key phrase” and depend the variety of outcomes. It’s a great measure of how many individuals have tried to focus on that particular key phrase. The decrease the quantity, the simpler it’s to rank.

And I began a YouTube channel that took off after posting a couple of movies. Over 2021 I poured a complete of $5,000 into the enterprise and have simply been reinvesting the earnings.

Since launch, what has labored to draw and retain prospects?

Since beginning, I’ve tried nearly the whole lot to convey visitors to the positioning. However Web optimization accounts for 85% of my visitors and YouTube (Direct and Oblique) accounts for the remainder. Visitors is simply on autopilot for me. If I need to improve the visitors and gross sales, I simply produce extra evergreen content material that ranks extremely in engines like google. Web optimization specialists are impressed at how a lot visitors I get relative to the variety of weblog posts I’ve printed. There’s not loads of high quality writing within the area of interest and my Web optimization technique is working splendidly. Right here’s how I do it:

I take advantage of Google Key phrase Planner or Ahrefs to get a protracted record of key phrases with over 100 searches a month. I’ll use the Alphabet soup methodology, analyze rivals, look in forums- do no matter to get a protracted record and put it in excel. Then I’ll use my model of this AllInTitle search approach to rank them by the extent of competitors. I decide the best, most related, key phrases after which write the perfect article on the web about it. I attempt to at all times publish it with a SurferSEO rating above 75. Doing this ensures that I’ll no less than be on web page 1 of the SERPS. I’d hate to waste time on an article that doesn’t rank nicely.


Natural Google visitors grows steadily with every article I publish

I knew Amazon can be necessary for STEEL. It’s an excellent product, with a killer advertising and marketing angle, and there are literally thousands of individuals trying to find it each month. However it was SO HARD for me to get an Amazon account. I was an Australian citizen dwelling in Sweden and making use of for a US account. Which regarded shady. And I’d additionally messed round on Amazon a couple of years earlier and didn’t have any goodwill left with them. It took me 8 months to get an Amazon account that I might promote by!

On the primary day, the product was listed, I bought 5 packs. On the second day 10 packs. It was as straightforward as that. I used to be even seen in search and I hadn’t optimized my itemizing in any respect. However it nonetheless took off. It is best to in all probability get on Amazon FBA prior to you had been pondering. It’s straightforward cash since you don’t have to amass the client or deal with achievement. However it’s a harsher recreation, and your product must be reviewed nicely or else it’s toast. I put my gum on Amazon and it accounted for 40% of all gross sales after 1 week… that’s common.

My total expertise with Amazon has been nice. In the event you observe their guidelines, they promote your product. It’s very easy. However watch out to not do each Shopify and Amazon too early- that’s what I did. It provides a layer of complexity (headache) to the enterprise and if I might do it once more, I’d scale up one operation additional earlier than including the opposite.


YouTube is my favourite place for content material advertising and marketing. I present data and tutorials for my subscribers and a few of them purchase my gum (sure that’s my bed room)

How are you doing at the moment and what does the longer term appear to be?

The enterprise is worthwhile with 55% gross margins. Chios Mastic gum is a pure good, harvested on just one island in the whole world- that’s why it’s costly. The gum and the delivery make up nearly all the price of the enterprise. Every thing else is both low-cost software program or my labor. Which I’m presently paying myself $0 for.

Buyer acquisition prices are zero. Which is sweet for margins, however you’ll be able to’t attain scale as simply as with paid advertisements. Buyer Lifetime worth is round $60 at this level, so I’m unsure if I’ll be capable of get them to work. The following large problem!

Resist the urge to innovate the whole lot. Have one fundamental a part of your product or distribution that’s distinctive after which do the whole lot else by the guide. You possibly can’t afford to spend your time on small particulars, that may come later.

My YouTube channel has 26k subscribers and passively makes me $550 a month from the Advert income. And that’s with a reasonably low CPM of $5.70. YouTube is the best cash I’ve ever made. However I’m in a distinct segment with excessive demand and a low provide of movies. Oh, and did I point out that is the 4th channel I’ve created? Sure, that’s proper. I had horrendous failures on YouTube a couple of years earlier than getting this channel to fly. So I actually needed to wax the automobile a couple of instances earlier than they let me drive it.

Finally, my aim is to construct the jawline vacation spot of the web. The one-stop-shop for anybody all in favour of bettering their jawline. I’ll proceed offering free content material and tutorials, and if individuals need to purchase what I’m promoting, they’ll know the place to search out me.

I get nice suggestions and emails from males explaining how I’ve helped construct their confidence. I’ve discovered this work fulfilling and I’ll be doing this for some time to return!

By beginning the enterprise, have you ever discovered something significantly useful or advantageous?

I’ve discovered that the product is just one a part of the client expertise. The benefit of buying. Having useful content material on the positioning. The delivery instances. The product packaging. The follow-up electronic mail sequences. All of these issues mix to form the expertise the client has. I’ve seen corporations win (in different markets) as a result of they nail these issues regardless of having an inferior product. So I put as a lot effort into these issues because the product itself.

E-commerce is much more work than I anticipated. Earlier than STEEL, I constructed software program side-projects and labored at Software program corporations. I didn’t know something about managing stock and achievement. I don’t get pleasure from that complete aspect of issues and I believe I’ve let the corporate undergo at instances due to that. I’ve postpone duties for weeks or months that basically would have solely taken a couple of hours if I had simply sat down and performed them. Now I obsess over “the principle factor”. Daily there may be one fundamental factor that I have to get performed. And nothing else issues till I do.

Take a special approach. Slice off a vertical for a particular demographic. Enhance the product. Make it less complicated.

I’ve one other productiveness “trick” that I found final month. I plan my week on Sunday night and write down all of the necessary issues I have to get performed that week. Then, come Monday, I attempt to do as lots of these issues as doable. Right here’s what it does:

  1. No one interrupts you on a Monday. There’s hardly ever an after work and persons are normally reluctant to leap into work within the morning. Monday is probably the most distraction-free day of the week
  2. It units the tone for the week. Get extra performed on Monday than most individuals do of their complete week- that’s the way you’ll get forward. You’ll really feel productive and that may result in precise productiveness.

What platform/instruments do you employ for your small business?

I can’t even think about what it will be like working an Ecom retailer with out Shopify and its app retailer. Are you able to think about when you needed to construct all this your self? Ugh! Offers me the shivers.

Right here’s my stack:

  • Shopify – best-supported retailer builder and founder run.
  • ShipBob – it’s seamless to develop internationally with ShipBob which is essential for my retailer as a result of my visitors is natural and comes from everywhere in the world
  • Trustpilot – your Trustpilot score is your actual score. Prospects belief it as a result of it’s BY FAR the toughest to cheat or write faux opinions on.
  • Gorgias – makes managing prospects and socials straightforward
  • Notion – my firm’s Wikipedia. I like having the whole lot documented and multi function place
  • Klaviyo – I believed electronic mail advertising and marketing was technical till I attempted Klaviyo
  • Shift – that is all of your Gmail accounts with a Slack UI. It’s straightforward to modify between accounts and do what you could.
  • CartHook – is the perfect post-order upsells app I’ve used but
  • Ahrefs – I don’t even know the identify of an Ahrefs competitor- they cowl the whole lot.
  • Fiverr – for small duties like touching up a product picture or personalized theme code
  • Google Analytics – I used this rather a lot in my day job, so I’m type of an professional. For Ecommerce shops, GA is a no brainer. You get a lot precious information simply from including the code snippet, not to mention customized monitoring.
  • Zapier – for automating small duties like emailing invoices to my accountant or slacking me when stock will get low

What have been probably the most influential books, podcasts, or different sources?

I attempt to restrict my studying and content material consumption today. I like studying for studying’s sake, which I believe has inhibited my success. More often than not, you understand the whole lot you could know. You’re good sufficient. What you want is repeated motion in a single course. No less than that’s the case for me. So now I attempt to produce no less than as a lot as I devour.

My high “life-hack”, that I recommend to everyone, is to check copywriting. You spend all day promoting and attempting to steer in numerous kinds; emails, customer support, producing content material, hiring, pitching, and so forth. Persuasion is without doubt one of the large 2 fashionable superpowers- the opposite one is coding. My favourite books on Copywriting and Persuasion are:

For E-commerce founders, watch Davie Fogarty on YouTube. I’ve watched all of his movies no less than 3 instances every. He’s working nearly a dozen profitable manufacturers (heard of the Oodie?) which can be grown by way of paid acquisition and he’s solely 27 years previous. For some loopy motive, he shares all his information and ideas totally free. The dimensions he’s working at after such a brief interval has impressed me to develop my imaginative and prescient.

Recommendation for different entrepreneurs who need to get began or are simply beginning out?

First-time founder? Haven’t created a profitable services or products that does respectable income? Then do one thing that’s already being performed. Likewise, don’t be postpone if you discover that any person already constructed your idea- that’s nice information! Any individual already validated your product for you. They’ve taken many of the threat. Now go and do it higher. Take a special approach. Slice off a vertical for a particular demographic. Enhance the product. Make it less complicated. There are literally thousands of differing types and types of bread. And bread isn’t a winner-takes-all-market, neither is yours.

Resist the urge to innovate the whole lot. Have one fundamental a part of your product or distribution that’s distinctive after which do the whole lot else by the guide. You possibly can’t afford to spend your time on small particulars, that may come later. It’s a must to decide which fires to struggle and put out the others if you’ve obtained time. The reality is, you’ve obtained loads of time. In the event you had been purely productive, you may nail your backlog in a couple of weeks. However we solely have a certain quantity of vitality every day– calculate the return you’re getting on it.

For E-commerce retailer house owners, decide ONE nation and don’t begin promoting internationally till you’re larger and extra worthwhile. It’s laborious with taxes, logistics, and margins if you’re promoting internationally. In case your retailer is small, these items can overwhelm and kill the enterprise earlier than it will get anyplace.

I really feel like I’m on a rant right here now, however yet another factor: if you strike gold, turn out to be a gold miner. If you’ve obtained a product that’s working, double down on it, and turn out to be a specialist in that product or drawback. I assure you the market is way bigger than you assume at first. I’m responsible of at all times scouting new concepts and wishing I had began in one other market. Finally, I spotted that shiny object syndrome was the explanation I hadn’t had the success I used to be after. Keep centered and go deep. Depth is the place the gold is.

Are you trying to rent for sure positions proper now?

STEEL is presently a one-man present and I’m in search of freelancers to assist me publish extra articles and movies. In the event you’re a Content material Author that’s all in favour of my mission and the content material I create, attain out to me at [email protected].

I’d additionally like to get in contact with anybody constructing something within the males’s magnificence house. OR constructing an Web optimization-powered Ecom retailer.

The place can we go to study extra?

When you’ve got any questions or feedback, drop a remark under!


Matt Phelps
Founding father of STEEL – Jawline Gum

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