Go-To-Market Evolution | Supliful 2026

November 2025

Finding the
Right Support

We needed someone who had scaled $10M → $100M

Recruiting firms wanted $30K just to talk. Investors went radio silent. 4 different side quests.

"It was quite a depressing time"

The Discovery: Liftoff — AI recruiting platform with peer-to-peer recommendations

Got 3-4 recommendations. Only one wanted to meet in person. NYC co-working space. Sunny day.

Pat Notti

Founder @ NxtRnd | Partner, Technology @ Fort Capital

Brooklyn, NY • pat.notti@fortcapital.ca

Experience

VP Marketplace & Operations – North America

Getaround

2017 - 2022

Scaled $10M → $250M in 5 years • Led 150-person team

Chief Growth Officer

Block Renovation

2022 - 2023

Management Consultant

PwC

2012 - 2015

M&A deals, due diligence

BS Accounting

University of Connecticut School of Business

"I couldn't sleep for multiple nights. In one meeting: my brain was broken."

December 2025 - January 2026

Phase 0
Research

Objective: Understand who succeeds, define clear personas, and stop wasting resources on bad customers

Team: Me + Pat

Customer Segmentation Reveals Hidden Value

Low Value: <$1,000

~2,000

70%+ of total customers

Generating minimal LTM revenue. High support costs, low ROI.

Core Value: $1K-$100K

775

Generating 25%+ of revenue

This is where our focus belongs.

Outliers: >$100K

~12

Exceptional customers

Not replicable at scale but important to understand.

775

Users Identified

550 enriched

160

Survey Responses

30% response rate

Deep Interviews

1 hour each

Key Insight: Core value customers drive scalable revenue.

We refined this further to 550 active, engaged customers who represent our "true" customer base.

Who We Serve

4 Personas

Based on who they are when they come to Supliful

Tier 1 • High Confidence

Healthy Heather

Health and Wellness Profesionals

The Story:

Licensed naturopath, 8 years, 2,000+ clients built through referrals. Clients constantly asked for supplement recommendations, but she was never satisfied with existing brands. Found Supliful via Google ("supplements for practitioners"). Ordered samples within 30 days, made first sale within 90 days to existing clients. Zero paid ads - just 8 years of trust. Now at $20K annual revenue with 6 white labeled products. Her clients love that it's "Dr. Rebecca's" brand.

Heather - Health and Wellness Professional

Tier 1 • High Confidence

Entrepreneur Eric

E-com Operator

The Story:

E-commerce operator, 8 years, manufactures hydration products ($200K+ annually). Learned the hard way: failed product launch cost him $80K. New strategy: Test with Supliful FIRST, manufacture IF it works. Testing 3 supplement formulations. Validated sleep support in 90 days ($30K revenue). Now preparing to manufacture at scale. Graduation risk: Eric will leave for manufacturing once validated, but will test new products with whoever gives better service.

Tier 2 • Medium Confidence

Corporate Chris

Funded Professional

The Story:

Tech sales background (Databricks, AI startup), $150K+ salary, felt unfulfilled selling someone else's product. Wanted to build his own asset. Found Supliful through friend referral. Analytical approach: Excel models, competitor research, tested messaging. Invested $100K over 2 years (courses, agencies, failed tests, ad platforms). Methodical: tracked repurchase rates (13%), understood unit economics. Now at $67K annual revenue, profitable. Building toward $250K+ business to sell or scale.

Tier 2 • Medium Confidence

Hustling Henry

Digital Entrepreneur

The Story:

Started at 15 with eBay arbitrage, then custom pottery on Etsy. At 19, found Twitter operator communities (#buildinpublic) - saw people making $10K-$100K+ monthly. Got inspired. Found Supliful through someone's tweet. His approach: Test fast, fail fast, keep what works. No formal business plan. No courses. Just action. Twitter 100% - all learning, connections, and inspiration from operator communities. Now at $394K annual revenue. Still testing, still hustling, building multiple ventures simultaneously.

Anti-Persona • AVOID

The Dreaming Daisy

Analysis Paralysis

The Story:

"Launching soon" for eight months. Taken every free webinar, joined four entrepreneur Facebook groups, hasn't made first $1,000. Beautiful brand mockups, detailed business plan, impressive Notion workspace - but no actual customers. Primary sales channel? "Still experimenting" (code for analysis paralysis). Responds to every support email but rarely takes action. Net negative for the business.

What Our Customers Say

"Supliful's logistics are incredible, but what really sold me was the ability to build a custom brand from scratch. They get that I'm not just selling supplements—I'm building a wellness empire."

— Sarah K., Naturopath

"I've launched three e-commerce brands before. Supliful is the first platform that actually understands what brand builders need. Fast turnaround, high quality, and I control everything."

— Marcus T., E-Commerce Entrepreneur

"My community trusts me because I built a real brand with Supliful. It's not dropshipping—it's my formula, my story, my vision. That's why customers come back."

— Jessica M., Fitness Coach

Research Findings

4 Key
Findings

After collecting and analyzing all of the primary data sources a number of key findings rose to the surface

Finding 1: Successful brand builders have existing distribution

Customer	Revenue	Distribution They Already Had
Rebecca (Health & Wellness Pro)	$20K	2,000+ naturopathy clients
Basim (E-Comm Operator)	$89K	10 years Amazon experience
Aleks (Digital Entrepreneur)	$394K	Multiple prior ventures, Twitter network
Will/Cole (Funded Professional)	$67K	Tech sales background, $100K budget

Finding 2: Action-takers succeed; over-analyzers fail.

Action-Taker (Succeeds)

• Orders samples in week 1
• Launches with imperfect labels
• Tests ads with small budget
• Iterates based on results

Over-Analyzer (Fails)

• Builds spreadsheets for months
• Waits for perfect branding
• Wants guaranteed ROI first
• Abandons after first failure

Across all personas, customers who succeed share a common trait: they take action quickly, test and iterate, and don't wait for perfect conditions. Those who fail get stuck in analysis, wait for certainty, and never launch.

Example: Will and Cole ($67K revenue) deployed $100K in testing and tracked their 13% repurchase rate to optimize. Edson ($344 revenue) built Excel models for months analyzing the opportunity and never launched.

Bias toward action vs. bias toward analysis is a stronger predictor of success than background, industry, or starting capital.

Finding 3: Marketing was targeting the wrong customer.

Metric	Count	% of Subscribers
Total Subscribers	12,575	100%
Never made a real sale	10,243	81.5%
Never reached $500 GMV	11,650	92.6%
Connected store but $0 GMV	~4,000	~32%

Current digital marketing attracted "The Dreamer":

People who want a business-in-a-box but won't execute.

Key Insight: Approximately one-third of subscribers connected a Shopify store but never generated any revenue. They went through the motions of setting up a business but never actually launched. They're attracted by business opportunity messaging, pay for a subscription, consume onboarding and support resources, but never take the actions required to succeed.

Finding 4: Services don't create success, they accelerate existing momentum.

Service	Revenue	Conversion to Orders	Conversion Lift vs Baseline	Issue
Brand Accelerator	$1.06M	42.4%	+9.4pp	Attracts "business in a box" buyers
Label Design (alone)	$308K	29.6%	-5.0pp	Procrastination purchase; correlates with failure
Store Service	$173K	50.3%	+20.7pp	Highest conversion—undersold 6:1 vs BA

The Brand Accelerator Challenge:

51.3% of Brand Accelerator buyers never made a real sale

11% were pure "business in a box" buyers (connected store, no samples, no effort)

20% never even attempted to launch

The service attracted people who thought paying = succeeding

Key Insights: The service that actually predicts success (Store Service, 50.3% conversion) is undersold 6:1 compared to the service with the worst outcomes (Brand Accelerator). Meanwhile, Label Design alone (the second largest revenue generator) actually correlates with lower conversion rates, suggesting it's a procrastination purchase for over-analyzers.

Services should be positioned as accelerators for committed members. This protects bandwidth, qualifies customers before investing in them, and positions services correctly as acceleration rather than magic.

What's Next

The Work
Begins Now

We're not guessing anymore. We know who we're building for.

We spent 6 weeks understanding who succeeds and why. We talked to hundreds of customers. We found patterns that matter.

Now we execute. Phase 1 starts this week. Marketing, sales, onboarding, account management—everything gets rebuilt around these insights.

WHAT'S NEXT

The Roadmap

Four phases to transform our go-to-market engine

PHASE 1

Build the Foundation

End of Feb

Infrastructure for persona-driven, qualification-gated funnel. New membership structure, sales process redesign, marketing tracking.

PHASE 2

Test & Learn

End of March

Run live campaigns, validate sales process, iterate on data. Collect post-sale behavior insights.

PHASE 3

Optimize & Scale

End of May

Data-driven decisions on what to scale, fix, or kill. Formalize processes. Build next-phase roadmap.

FUTURE PHASES

Down-Funnel Optimization

Beyond May

Focus on post-sale optimization, informed by Phase 2 & 3 observations. Continue refining based on real customer data and behavior patterns.

Let's build.

Go-To-Market
Evolution

From $23K
to $1.4M

Monthly Revenue Growth

North Star
Wasn't Moving

Monthly Active Builders (MAB)