Jesse Pujji
speaker
122 appearances
1 recordings
1 series
first heard Jul 2024
last heard Jul 2024
Jesse Pujji’s voice in public audio — every appearance, attributed to the second.
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Appearances
So, you know, we started a couple supplement businesses in e-commerce, which have kind of been a slog. But I do think supplements are an awesome category. I think they're high margin. I think they're endlessly marketable. And I think there's something really interesting about making the person feel like the supplement is meant for them. Okay, so like let's use a most common example in the market.
There's Centrum, which is this like daily multivitamin most of us have heard of. And there's Centrum Silver. And it's like, oh, that's for the old people. And there's certain things in that that the old people need.
So one of my ideas is to take the world, and this came actually, I'll tell you, if you talk to any South Asian, again, this is myself, you talk to any South Asian dude, you probably have a million Indian and Pakistani friends. And I'll tell you their lipid profile. I can tell you right now. They have low D3. They have high LDL.
They have some heart issues, like some, you know, maybe a little high cholesterol, like a... And probably high glucose. Like they just have a similar profile because of, you know, genetics and the fact that we were not meant to eat pizzas and burgers. We were meant to eat dal and roti, right? Like it's a very specific lipid profile.
So one of my ideas was like, let's create a, by the way, South Asians are also the highest diaspora income in the United States. Higher than Jews, higher than everyone else, right? Let's create like an Indian South Asian men multivitamin. Like Centrum's not the right one for them. Right. Like we'll call it must be right.
And it's going to be a hundred bucks a month and it's going to be meant for them and it's going to speak to their issues and it's going to talk about that. And then I was like, okay, well, what about for black women? And what about for, you know, apparently lots of Jewish dudes have digestive issues. Like that's a common issue for Jewish dudes. Like,
So one of my e-com ideas is basically like a hyper-demoed multivitamin or vitamin orientation. And I think that the ads on Facebook would just be perfect. Again, it's back to this thing of you just find an area that no one else is in. And I'm the only one who can say, this is the South Asian vitamin. And is it 70% similar to Centrum? Maybe, but like...
If you have the money, why wouldn't you buy the thing for you?
Totally. Yeah, exactly. So I think that you do supplements for different demographics... The other thing I like about it, dude, is here's a couple other data points to think about. One is this is a perfect example of something that could not be retail. Because you're not going to get shelf space for... There's not enough Indian people in any one area.
Maybe in Toronto or Vancouver, but every other city in North America, no.
Mississauga, maybe those two places, but nowhere else in North America, right? So that's number one. Number two is you could charge a lot for it. Number three is like it's... I forgot the number exactly, but I think it's somewhere in the ballpark of 10 million...
uh south asian so five million men south asian in the u.s right growing growing category it's like a hundred thousand people paying you a hundred bucks a month like that's a real business dude like that's just like a nine figure it's a real business that's one of the verticals right so what i like about it is that it just it fits in so many different places frankly i wish this is what i would have i had the same idea and i chose a different thing and i like we wish we would have done this but it's still on the list
You know, it's funny. Some of these guys who are building airplanes and aircraft, sometimes I'm like, wow, it's so incredible. And then other times I'm like, the world is... The beauty of being alive right now as an entrepreneur is like, man, there is a system, there is a sub-market and a whatever for everything. So I had a similar intimidation in the beginning.
And then obviously you can go and... order the raw materials, and then find someone to mix your supplement. You could build a whole supply chain. On the other side of it, in the beginning, you could literally go to third parties who will white label their supplements for you and let you sell them however you want. If you wanted to validate this, you and I could build this business in a week.
Because there's a third party who will slap a label on something, call it whatever we want, and we can start running Facebook campaigns on it within a week. And so the answer is that. You start with something like that and then you slowly get more, you know, that's how we started. Then you slowly go, okay, wait, let me actually work with a doctor and formulate something.
And they have their research and we do some other things and we start to formulate like a proprietary blend of something. And then you go to a third party who manufactures it for you and that's it. And again, I'm sure as you get bigger... you can keep ripping costs out and improving supply chain and all that stuff. It becomes a bigger function.
But early on, it would be silly to do all that stuff, in my opinion. So I'd first start with one of these third parties that will literally make it for you on demand, whatever, and just throw a white label on it. Then I would go one level further and make a proprietary formula.
And then maybe when I'm a much bigger business, I would buy my own ingredients and maybe there's third parties that just mix it for you if you want that. But in the beginning, you just need something to sell someone and see if it works.
Yeah, you know, one of the funny things, you know this, right? I've probably overseen over my career $2, $3 billion in paid spend, right? We scaled Uber to $100 million a year in 600 cities, Dollar Shave Club was spending $3 million a month with us for four years. Stitch Fix, Casper, you name it. And we basically ran at least their paid social, if not all of their digital.
And when I started doing this on my own, I totally fucked it up, actually, because I was so used to running bigger things that I was like, oh, go create this special creative, go do X, go do Y. And it turns out that what you actually need to do in the beginning is the first month or two is what they call seasoning the pixel.
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