Welcome Max: What have been the biggest unlocks on Energy Bytes so far?
The first unlock has been TikTok organic. It's a really great way for scrappy brands like ours to generate free impressions.
Second has been to pivot quickly and adapt to customer feedback rapidly. We’ve recently gone from “Game Bytes” to “Energy Bytes” to expand our market opportunity. Doing that successfully involved multiple inputs from design, to development and marketing - so getting that done properly has been a huge unlock on our end.
Lastly - probably the support from the D2C ecosystem. I’m spending lots of time with the team at Ripple and also learning from lots of smart operators in the space. Learning by osmosis has been huge.
Tell me more about Tik Tok - What’s the playbook?
Great practice is to first look at what the really successful brands are doing on Tik Tok. There’s a frozen drink business called Slush Cuppie and another called Gel Blaster. Both are crushing it on the channel. So I study these businesses and try to apply their strategies to Energy Bytes.
Next - Your videos definitely need to be filmed natively via iPhone. Results do go down when they’re
too high res. I also think shooting content in-house is the right way to go, it enables you to strike while the iron’s hot on certain trends.
Let’s touch on acquisition: What’s taking up your headspace?
My major learning from the past 6 months is that you cannot do it all at once. You must get one thing right at a time, and then move on.
Nailing Google shopping and Facebook ads and having a good creative refresh & testing structure took a long time to get right. So we’re still focusing on scaling that, and we’re not yet investing into TikTok - Feels like too much of a golden goose egg chase on the paid front.
And Amazon is definitely a channel we’ll explore when it makes sense. Just not yet.
Let’s chat about the Energy Bytes pivot - How did Storetasker get involved?
So firstly we have renamed our product 'Energy Bytes' - A more direct descriptor of what the product is and we've refreshed the look and feel so it's more inclusive and will appeal to the broader everyday energy market & audience (whilst still appealing to gamers).
The key for us was having a UX/UI savvy Shopify developer to implement our new assets into the existing site. And that’s what Jocelyn from Storetasker managed to do in a record turnaround. And since then, I trust Storetasker on a level where I would feel comfortable working with you not just on developer tasks but also across a whole range of Shopify projects (marketing, design, operations).
Looking ahead. What are you focused on?
Our gummies appeal to anyone looking for an immediate, effective energy boost, who doesn't want to drink, can after can, of sticky energy drinks or coffee to achieve that same caffeinated boost.
Therefore, I’d like to crack the retail wholesale angle of the business. Our Bytes fit into a whole range of different retail spaces. From wellness and pharmacy outlets to convenience stores - there’s a huge opportunity to get into many stores - now it’s just about nailing the messaging and the go-to-market strategy.
Last question: What's been the biggest learning so far on your journey?
The important thing is to have a clear focus and goal. I’m now striving to create a product that consumers understand straight away.