Build a Product People Actually Want to Buy
How Vegetology turned a national conversation into a category-leading supplement.
Well, hello, and welcome to this week’s edition of the eCommercer.
In this week’s newsletter, I talk about the importance of getting your product offering right (and even show you what we did in Vegetology thanks to Davina McCall).
Ken Rapp from BluStream is this week’s guest, talking about something really close to my heart - how we stop losing customers after they click buy now” It is here that we’ve made more money in ecom than anywhere else.
An packed newsletter! Hope you’re enjoying this new format.
Have a great week, wherever you are in the world.
Until next time,
Thought For The Week →
Get your product offering right first
At Aurion, when we talk about “Slingshot growth,” we always start at the same place: the product.
Before you worry about funnels, ads, automation, or scaling systems, you need a product that customers genuinely want to buy. It has to be something that solves a problem that’s already alive in their minds.
Which might sound obvious, but it’s the piece most founders rush past. They fall in love with an idea, not a signal.
The brands that win are the ones that listen for the signal first.
The Spark: A National Conversation about Menopause
One of our partners is Vegetology, a UK-based vegan supplements brand known for its science-first, plant-based formulations.
We’d built strong sales with everyday essentials like Omega-3 and Vitamin D3.
Then came the Davina moment.
In 2022, broadcaster Davina McCall aired her documentary Sex, Myths and the Menopause. Overnight, the UK was talking about menopause in a completely new way — openly, loudly, and without shame. Searches for “menopause supplements” spiked. Facebook groups exploded. For once, a topic that had been whispered about was front-page news.
Culturally, something had shifted. And when culture shifts, opportunity follows.
Spotting the Opportunity
During one of our regular strategy sessions, someone asked a simple question:
“If this conversation is exploding, why don’t we have a product for it?”
That was the spark.
We jumped into research … market trends, keyword data, Amazon categories, competitor products. It was clear that demand was rising fast, but the offerings were patchy.
We realised Vegetology could enter the market with something different - a vegan, scientifically balanced menopause supplement that actually reflected their ethos: ethical, effective, evidence-led.
Defining the Product (Not Just the Formula)
Vegetology’s scientists led the laboratory work, but we were closely involved in the formulation strategy by helping to define what needed to go into the product and why.
Our job was to shape the concept, audience, and positioning so the formulation choices made scientific and commercial sense.
The why was clear: millions of women were newly aware of menopause health but confused by the options.
The who: women seeking credible, plant-based alternatives, not quick fixes or celebrity brands.
The how: communicate calm confidence; position the supplement as support, not salvation.
What makes this product theirs? What makes it necessary?
That led to a few distinctive decisions:
Folate instead of folic acid for better bioavailability.
Vitamin K2 instead of K1 for superior absorption.
Vitamin D3 (vegan source) rather than the usual D2 compromise.
A botanical-plus-vitamin blend rather than either/or.
100 % vegan, gluten-free, non-GMO, made in the UK.
In other words, no shortcuts, and no pretending that plant-based has to mean “weaker.”
Positioning the Message
We didn’t want to market menopause as a crisis. The aim was empowerment and helping customers “navigate the change stress-free.”
The copy tone moved away from the clinical and towards empathy with real talk about energy, mood, and balance.
The biggest win was aligning the message with Vegetology’s existing brand equity because they already stood for thoughtful science and ethical production. This was simply that philosophy applied to a new, underserved audience.
Launching and Learning
We treated launch as an experiment, not an event. Rather than chasing big ad spend, we leveraged the existing email base, built SEO around new keywords, tested AOV-boosting bundles, and used early feedback to refine messaging.
Within months, Vegetology Menopause Support became one of their top-selling products. It didn’t just attract new customers; it increased basket size from existing ones and those who trusted the brand and were happy to add another supplement that matched their values.
Why It Worked
If we dissect it, three elements made this launch succeed:
Cultural timing
The product was born from a conversation already happening. We didn’t invent the demand; we joined it. Cultural tailwinds do more for a brand than any Facebook budget ever will.Credible differentiation
Vegan supplements weren’t new, but effective vegan menopause supplements were. Vegetology’s scientific edge (folate, K2, D3) created a genuine reason to switch.Clarity over complexity
The marketing was simple: “Navigate the change stress-free.” No fear tactics, no over-promising. Just empathy and evidence.Simple and repeatable
The product ticked every box for us: small, easy to ship, and simple to keep in stock. No custom manufacturing drama, no fragile logistics. That repeatability is what turns a good idea into a scalable one. And of course, the demand was already proven — we were stepping into a wave, not trying to create one.
Lessons for Founders
1. Pay attention to cultural signals.
Don’t wait for keyword reports — listen to what your customers (and the media) are already talking about. Movements create markets.
2. Validate demand before you build.
We didn’t start with formulation; we started with proof of interest. Data told us the spike was real.
3. Anchor innovation in your values.
Vegetology didn’t chase a trend; they extended their mission. Every ingredient choice reinforced what the brand already stood for.
4. Launch simply, learn quickly.
The goal isn’t perfection; it’s momentum. Use early signals to refine your story and your spend.
How It Fits the Slingshot Framework
Everything in the Slingshot Framework hangs on the first
Get that wrong, and everything else (your systems, your ads, your team) is built on sand.
Get it right, and growth becomes predictable because you’re aligned with demand, not fighting it.
Vegetology’s Menopause Support is a textbook example. It proves that when you listen first, act fast, and stay true to your brand DNA, you can transform a cultural wave into sustainable growth.
And that’s really what “Slingshot” is about … pulling back, tightening the strings, then launching forward with focus and intent.
This Week’s Episode of the eCommerce Podcast →
Stop Losing Customers After They Click Buy Now
Less than 30% of customers buy a second time.
Not because your product is bad or your marketing has failed. But because of what happens, or rather, what doesn't happen, after they click buy.
The Doorstep Problem
Ken Rapp from BluStream calls it the "doorstep to delight" phase. That moment when a customer receives your product and you're... completely disconnected.
They're on their own. Unboxing. Figuring out how to use it. Wondering if they made the right choice.
And if they struggle with it they just don't buy again.
Ken shared a story that captures this perfectly. A brand selling dog probiotics knew every pet parent's name when they were small. Knew their dog's name. Whether it was a Chihuahua or a Great Dane.
But when success came with distribution through Whole Foods, suddenly it was game over for that personal connection.
The Vanilla Extract Moment
Here's another one that hit home. Ken and his colleagues bought a monthly baking kit for his grandkids. Saturday morning arrives, everyone's excited in the kitchen, they open the box and...
They need vanilla extract. Which they don't have.
Talk about disappointment.
All it would have taken was one message a few days before: "Hey, you'll need vanilla extract for your first box. Here's where to get it."
One message. That's the difference between delight and disappointment.
The Five-Message Rule
Ken shared something brilliant: don't send any coupons or review requests for five messages.
Just deliver value. Help customers get the most from their purchase and build trust.
The result? Over 90% of customers stay engaged—months, quarters, even years later. Because they appreciate the tips and advice, not the constant selling.
Think about your own inbox. How many review requests have you received before even unboxing a product? How many "buy again" coupons when you haven't tried the first purchase yet?
We do this because we're playing numbers at scale. But it's killing the very engagement we're trying to create.
Your Quick Action
Here's what you can do this week:
Map one product journey. Pick your product with the lowest repeat purchase rate. What happens after someone buys? What do they need to know for unboxing? What questions do they actually have about usage?
Find your vanilla extract moments. What prerequisites do customers need before they can use your product successfully? Tell them before it arrives.
Audit your first five messages. Are you asking for reviews or pushing coupons? Can you replace those with genuine value instead?
As Ken puts it: "We spend all this money to get customers on the boat and then the boat is leaking."
Your competitors are still fighting over customer acquisition. Meanwhile, you could be building loyalty with the customers you already have.
Ken’s Links:
Company: BluStream → https://blustream.io
Episode link: https://www.ecommerce-podcast.com/stop-losing-customers-after-they-click-buy-now
Freebie of the Month →
A systematic framework for questioning business assumptions that feel like "just how things work." This 20-minute exercise helps you identify hidden constraints limiting your growth and discover alternatives you haven't considered.
Be A Guest →
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