Co-Founder ironpaws.co Selling things online since 2011. Currently building the biggest dog supplement brand in the world.
Miami, FL
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I launched the "athletic greens for dogs" earlier this year and we did over $800,000 in sales in November alone.
We actually came up with the concept in early 2023 and spent close to 2 years formulating it with some of the best and brightest experts in the space.
I remember seeing Greg talk about this idea on My First Million podcast in late 2023 and then posting about it again here just one month before we launched.
This would make some people nervous, but I embrace competition as it only helps grow the category.
And inevitably all roads will lead to customers choosing Iron Paws as I can confidently say we have the best product on the market.
The only thing Greg got wrong is that $100M/year is way too low of a projection.😏
i still think "athletic greens for dogs" is a $100M/year business waiting to be built
here's the business plan
humans already spend $20B yearly on premium spring water. they choose mountain valley over dasani, dasani over tap etc.
yet their dogs still drink straight from the tap. if premium water matters for humans, why not for our best friends?
partner with 25 veterinary clinics. run a 90-day study tracking dogs on premium supplements vs regular diet. data play is key.
measure everything - energy levels, coat shine, joint mobility, dental hygiene, blood markers. raw data showing health improvements is your golden ticket. obviously, this has to actually work for you to continue.
the go-to-market is dead simple.
start with instagram. but not boring product shots. pure emotion.
show a 12-year-old golden retriever playing like a puppy again. that video is worth 10,000 words of marketing copy.
test two core ad angles: the dramatic transformation (old dog bouncing like a puppy) vs the science angle (vet explaining nutrient gaps).
let the data tell you which hits harder. then scale the winner across platforms.
split test headlines mercilessly. "your dog's water is empty" vs "the missing piece in pet health" vs "why vets are adding this to their dogs' water." the first 3 seconds determine if they stop scrolling.
pricing strategy is key. launch at $97/month for the premium formula. seems steep. but dog owners spent $50B on premium pet food last year. they'll pay anything for their best friend if it means longevity
distribution playbook
sign 50 pet instagram accounts with 100K+ followers. focus on authentic before/after stories. partner with three top pet youtubers for long-form content showing real results. target facebook groups full of obsessive dog moms, sponsor dog longevity events.
for manufacturing see if you can partner instead of figuring it out yourself. five supplement manufacturers already make pet vitamins. partner with the best one. modify their base formula. add your premium ingredients. partner with a water company. skip 36 months of R&D.
find a veterinary researcher who can be the face of the brand. the dr. huberman of pet health. let them tell the story about why regular water and kibble just isn't enough anymore. this is your master stroke.
tldr;
build exclusivity first. premium product, premium price. once you own the high end, launch the $29/month "essentials" formula. the real money is in mass premium.
that's it. the whole playbook. pet wellness is a $10B market growing 30% yearly. the first brand to own "premium pet supplements" walks away with a billion dollar exit.
and if you can make the lives of our best friends happier and healthier, that alone is super cool.
pet longevity is about to be a MASSIVE space. i share trends like this to get your creative juices flowing.
someone's going to build this. why not you?
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Interview time
Last chance to comment any questions you want me and @billyhowell to answer on:
- AI Influencers
- Scaling to $1m+ per month on Amazon with only organic content
- 100-200% commission and halo sales
- Building a creator team the right way
- AI content compliance
- Billy’s allegations
Etc
$1,000,000+ months on Amazon entirely with organic AI Influencers
Billy and I took a product that had never sold a single unit to competing with the top brands in it's niche on Amazon
Without a single penny spent on paid ads or TikTok Shop
This week, Billy and I will be filming a 2h+ hour masterclass on exactly how we did this and how ANY BRAND can replicate it
And how our creators are making six figures in profit every month with no experience previously (if you're a creator check my bio)
Drop any questions below that y'all want answered 👇
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Fun fact: My grandfather founded Easy Video, the 10th largest Video Store chain in the United States in 1999/2000.
And 10 years later, the entire booming industry was gone.
Learned a lot of lessons from him over the years before he passed in the summer of 2024 at 85.
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You need to average $273,972.61+ in revenue per day for 365 days to clear $100M in annual sales.
You have to know where the bar is to jump over it. 🫡
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Before @finn3v and I built the Iron Paws creator team that has now driven over $12M in revenue...
We met in an invite only organic affiliate Discord server for 7 figure affiliates. We hit it off when I realized he was the one copying my private method that was PRINTING at the time 😭😭
The story of exactly how we met and what led us to focus on AI creators way before it was "cool" is pretty insane...
And somehow Finn has made time in his busy schedule to fly to Iron Paws HQ tomorrow to tell the full story with me on our new podcast 👀
Any questions/topics you guys want us to touch on?👇
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The Paul brothers breaking into politics seems like the only logical next step
Great to welcome @jakepaul to the Treasury Department today.
Jake’s path from content creator to entrepreneur and professional boxer is a distinctly American story. 🇺🇸🇺🇸🇺🇸
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All billionaires are not created equal.
Some accumulate capital and use it to change the world.
Others accumulate capital and use it to further enrich themselves.
Elon Musk has temporarily moved into a motor home on-site in Tennessee.
Speaking on the All-In podcast, he confirmed he is staying in an Airstream trailer parked directly at the Memphis facility. Living here allows him to work alongside engineers to speed up work on xAI's Colossus supercomputer.
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No faster way to lose respect at scale right now than to shill that you sold your company data and can get others paid too.
There’s 100 reasons why this is a terrible idea and if I have to explain them to you, then you’re NGMI.
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This quote tweet of a month old launch video along with the brand immediately quote tweeting it back and making a discount code for the influencer gives me major undisclosed ad vibes.
But that seems to be all X is now a days sadly.
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Wanting your kids to understand the value of social media is insane.
The only goal should be to keep your kids off social media as long as possible.
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Find me ONE 19 year old who fully bootstrapped an ecom brand from 0 to 10M per month in under a year and I'll wire you $100k on the spot.
I guarantee this scenario has never happened in history.
Ecom is probably the only business model where a 19 year old kid that learned how to write a good ad can go fully bootstrapped from 0 to 10m a month in less than a year
This is the best time in history to start Ecom businesses, the amount of people I’m meeting on a daily basis doing multi 8 fig a year is wild and I tend to agree with the guys who post that if it doesn’t work for you have a skill issue 🤣
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