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Speaker 1: Welcome to the mentor. I'm Mark Boris, Taylor Bird Now

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Speaker 1: Chapman and Steve. How are you going, mate?

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Speaker 2: Good?

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Speaker 1: Good, good to be here man, co founders of Hiro.

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Speaker 1: Is that how I say it?

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Speaker 2: Or Hero? Yeah? Hiro? Yeah? Hero really yeah, it's like

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Speaker 2: a Nike Nike will let the kind of fans debate sometimes,

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Speaker 2: but it came from hydration Hero kind of combined.

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Speaker 1: Right, Okay, I was I was on the money, so

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Speaker 1: because I was trying to work at the derivation of

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Speaker 1: the name. H y r roh. And you guys are

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Speaker 1: partners in the business, co founders, but at the same

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Speaker 1: time you also husband and wife.

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Speaker 2: Now yeah, and understand co parents as well.

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Speaker 1: Parents got kids.

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Speaker 2: Yeah, it was a race between the business and the baby.

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Speaker 2: They came at the same time.

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Speaker 3: Yeah.

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Speaker 2: Yeah, so baby just yeah, the baby just one.

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Speaker 1: Yeah, you got to have the baby first image about that, well.

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Speaker 2: The production date of Hire's first run was the same

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Speaker 2: date as Taylor's due date. Really yeah. Yeah, she couldn't come,

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Speaker 2: but it was too far from the hospital to the production. Yeah.

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Speaker 1: How did you feel about missing out on their first

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Speaker 1: day of production?

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Speaker 3: It was a bit sad, but at that stage of pregnancy,

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Speaker 3: I was okay to stay.

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Speaker 1: Damn it, I better have this kid. Yeah, I know.

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Speaker 3: We've got another one on the way now, fifteen months

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Speaker 3: old at home, and then another one due in December.

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Speaker 1: Well let's talk about Well, I want to talk about

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Speaker 1: lots of things. Maybe I could go back to I

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Speaker 1: noticed that I'm not sure which one of you was

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Speaker 1: both of you. I think Steve, you were a founder

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Speaker 1: of another business before.

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Speaker 2: Yeah, Shine was a healthy new tropic and you drink.

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Speaker 1: So why don't we just talk about that? It says

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Speaker 1: Shine plus New Tropic drink. You managed to get major

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Speaker 1: retails I Presuma talk about the big retails well is

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Speaker 1: in cold.

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Speaker 2: Yeah, yeah, it took me seven years, but over we

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Speaker 2: did seventy six million sales and we did seven thousand

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Speaker 2: stores at the peak there.

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Speaker 1: So what are we talking about now? Which period of time?

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Speaker 2: And you know I was twenty four started that and

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Speaker 2: yeah seven years was that journey end to end? And

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Speaker 2: neotropics are kind of natural ingredients that are good for

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Speaker 2: the brain. So Ginko blow by elthene engines in green tea,

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Speaker 2: b vitamins, et cetera, and effectively wanted to create a

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Speaker 2: healthy red bull.

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Speaker 1: Yeah yeah, but so did it have some caffeine in it.

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Speaker 2: Yeah, yeah, I had some natural caffeine from green coffee

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Speaker 2: being extract.

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Speaker 1: Yeah okay, So why would you do this and what's

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Speaker 1: your background? So why all of a sudden you feel like,

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Speaker 1: you know, inspired to set up a newtropic drink.

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Speaker 2: I think I've always loved business since the beginning of

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Speaker 2: as long as I can remember. My first books were

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Speaker 2: reading about Branson and anything I could do to make

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Speaker 2: an honest dollar as a kid was just what I

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Speaker 2: love spending time on. It was selling GHD hair straight

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Speaker 2: and is out of the back of my backpacks, you know,

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Speaker 2: after school at the Eastern Suburbs Bondo Junction bus up

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Speaker 2: to when I was eighteen, I launched an app. I

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Speaker 2: saw Facebook and eBay kind of coming together with like

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Speaker 2: a social commerce and created Facebook marketplaces before Facebook marketplaces

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Speaker 2: end up getting sued and shut down and there was

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Speaker 2: an expensive lesson to learn at twenty and then from

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Speaker 2: that I realized, like, I love entrepreneurship, I love business.

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Speaker 2: Wanted to learn from people smarter than myself. So, like

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Speaker 2: the name of the show, as I sought out a

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Speaker 2: bunch of mentors. One of our mitual friends, Andrew Rello

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Speaker 2: was one of my first mentors. And then another gentleman,

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Speaker 2: doctor Sam Prince, who's a filantherperse doctor, had its owner

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Speaker 2: of Zamborro Mexican restaurants, and I was his apprentice for

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Speaker 2: two three years, trying to learn as much they could

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Speaker 2: about business and fast track as many learnings as I could.

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Speaker 2: Helped him scale some of his businesses. We started a

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Speaker 2: few together and on the back of that, after kind

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Speaker 2: of three years is his kind of right hand. We

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Speaker 2: were working really really long hours. We were like, how

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Speaker 2: do we get more from my brains? Why isn't there

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Speaker 2: something healthier than a red bull on the market to

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Speaker 2: kind of keep you going? And we both stumbled across

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Speaker 2: New Tropics and we thought, let's let's have a crack.

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Speaker 1: And when you say you stumbled across it, I guess

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Speaker 1: you'd actually literally stumble across it.

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Speaker 2: And you didn't walk on.

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Speaker 1: The path and tripped over to me. Had you Had

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Speaker 1: you heard of the word Newtropic before?

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Speaker 2: I think I got curious with the movie Limitless by

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Speaker 2: Bradley Cooper. I thought that kind of sparked me googling

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Speaker 2: and probably read it. It was down some Reddit sub

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Speaker 2: forums where they got onto these different new tropics and compounds.

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Speaker 2: Sam being a doctor, had come across some research that

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Speaker 2: had suggested that certain ingredients can help with cognition and

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Speaker 2: brain function and things. So we knew from the science

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Speaker 2: perspective plus the biohacking kind of underground world of Reddit,

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Speaker 2: that there were ingredients out there. And then it was

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Speaker 2: a combination of finding what was legal, what was safe,

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Speaker 2: what was clinically research what you could put in a

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Speaker 2: food in Australia, and then we ended up on the

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Speaker 2: formulation and yeah, we got it to market and that

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Speaker 2: was my really cut in the teeth of you know,

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Speaker 2: darting and launching and scaling a beverage brand and had

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Speaker 2: to figure out how to manufacture and supply, chain and

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Speaker 2: sell and brand and market and build a team. And yeah,

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Speaker 2: that was an incredible journey for seven years.

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Speaker 1: So what do you learn and what have you brought

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Speaker 1: into this business and from shine from that product? What

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Speaker 1: do you learn Like it's I forget about from a

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Speaker 1: moment that's new tropic and the market needs it or

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Speaker 1: you needed it. And there was probably a lot of

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Speaker 1: people who like you, who would have liked the idea

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Speaker 1: of being able to get something to give me a

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Speaker 1: bit of performance edge, But what do you learn what

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Speaker 1: put that stuff aside? But what do you learn in

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Speaker 1: terms of executing on a business like It's overy have

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Speaker 1: a great idea, but the execution is most important. But

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Speaker 1: one you've got a manufacturer, So what did you learn,

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Speaker 1: for example about making this new tropic drink? I mean, yeah,

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Speaker 1: deciding where to make it for example.

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Speaker 2: I think I've probably learned the hard way around unit

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Speaker 2: economics and making sure you're making an honest doll at

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Speaker 2: the end of the day. And in Australia with the

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Speaker 2: market size and labor costs and all the rest of it,

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Speaker 2: with contra manufacturing plus distribution through you know, big sheds

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Speaker 2: and trucks into the coles and woolies of the world

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Speaker 2: who need to make it quite a healthy margin themselves.

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Speaker 2: It's very, very hard to make a good profit at scale.

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Speaker 2: So that was probably the hard lesson I learned. There's

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Speaker 2: so many positive lessons around speed to market, disruptive market,

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Speaker 2: in building a team and culture. We were rated one

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Speaker 2: of the best fifty places to work in Australia there.

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Speaker 2: I think what Sam did really well which I've definitely

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Speaker 2: borrowed and learned from is I think he surround himself

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Speaker 2: with really really smart people as well and gets you know,

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Speaker 2: if you might not be the expert in something, you

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Speaker 2: bring on someone who has a depth of experience and

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Speaker 2: the ten thousand hour rule in their field. And you know,

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Speaker 2: we very much tried to do that with hire from

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Speaker 2: day one, who get the best in the world to

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Speaker 2: build in consumer brands from people who designed it, to

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Speaker 2: the website to the market, into the sales, to the

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Speaker 2: people who run who are run our.

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Speaker 1: Ads, and also execution, like for example, the product. The

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Speaker 1: product's got to be good to taste good. Yeah, I

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Speaker 1: mean it has got to look good, it's good to

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Speaker 1: be clean, it's got to satisfy what Australian audience expects.

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Speaker 2: Yeah, yeah, very much. Trying to understand consumers where they are,

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Speaker 2: where they're heading. You know, the importance of I guess,

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Speaker 2: clean labels, natural ingredients, zero sugars. And then I think

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Speaker 2: where we were ten years ago is health drinks needed

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Speaker 2: to taste healthy. And then the consumer expect today is

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Speaker 2: it should taste like a full sugar soft drink, but

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Speaker 2: also be super healthy and clean. And I think consumers

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Speaker 2: today one at.

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Speaker 1: All, one a bit of earth and Taylor. We were

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Speaker 1: around along with Steve in those days.

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Speaker 3: The end part. No, we actually met. We've been together

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Speaker 3: three like we Yeah, not.

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Speaker 1: A long time with long So what's your background there?

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Speaker 3: So my background is a bit of a mixed bag.

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Speaker 3: But I haven't had much experience in business before starting Hiro.

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Speaker 3: A lot of learnings happened along the way, and from Steve,

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Speaker 3: I've been a primary teacher. I've worked in social media

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Speaker 3: sales account management for a tech company. But basically for me,

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Speaker 3: I've always been an active person and then became pregnant

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Speaker 3: and started realizing how dehydration really impacts your health, and

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Speaker 3: then we wanted to create a product. I guess I

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Speaker 3: was the consumer as well.

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Speaker 1: But because that's interesting, you should say they're bout dehydration,

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Speaker 1: particularly during pregnant your own physical changes during pregnancy, because

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Speaker 1: you want you want to have something that's safe. Yeah,

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Speaker 1: and but that actually does It's again it's again about performance,

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Speaker 1: but it's also probably a little less than neutropics. It's

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Speaker 1: probably less of bad performances than a new tropic is.

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Speaker 1: It's more like about maintenance and safety but also some performance.

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Speaker 1: In other words, I want to better do all things

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Speaker 1: I could do before now that I'm pregnant.

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Speaker 3: A lot of people view hydration has been reactive, but

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Speaker 3: if you're proactive with it, going to prevent a lot

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Speaker 3: of those symptoms from happening in the first place.

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Speaker 1: Did you experience something like did you feel compelled or

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Speaker 1: was it an idea that Steve and you're just sitting

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Speaker 1: around having a beer, even having a beer, but like

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Speaker 1: talking about stuff like, yeah.

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Speaker 3: I think Steve had come up with the idea of

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Speaker 3: seeing a gap in the market really like for hydration

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Speaker 3: or a better for you kind of sports drink or

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Speaker 3: hydration drink. There was a lot on the market that

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Speaker 3: was kind of full of sugar or artificial ingredients, but

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Speaker 3: nothing that was a clean product in Australia unless it

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Speaker 3: was targeted at athletes or a medicinal purpose, like after

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Speaker 3: you've been sick and then you're replacing what you've lost.

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Speaker 1: But I guess we hydrola we've all had when you

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Speaker 1: got to the campus by hydralighted by tablet and pissics something.

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Speaker 1: You drink it and no one knows what's in it,

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Speaker 1: but you just drank it because it chema.

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Speaker 2: So yeah, and I think that was the market. It

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Speaker 2: was you had gatorad Parade in one end sports drinks

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Speaker 2: full of sugar artificial, no one healthy, I knew you

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Speaker 2: actually drank the stuff even though they were on all

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Speaker 2: the billboards. And then you had medicinal clinical hydrolight, which

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Speaker 2: was if you really seek or diarrhea and you go

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Speaker 2: to the US and it's like everyone drinking electrolytes most

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Speaker 2: days and it's what brand you take in, not are

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Speaker 2: you going to have them? And it was a new

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Speaker 2: consumer behavior that just wasn't met at all in Australia.

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Speaker 1: Did you just did you? Were you inspired or motivated

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Speaker 1: let's call it.

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Speaker 2: From what Taylor was, it was definitely back to it. Yeah,

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Speaker 2: it was. It was the first thing. You know, we

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Speaker 2: going to the doctor's appointment and we found out and

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Speaker 2: they're like, cool, make sure you say hydrated and have

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Speaker 2: a let The doctor said that, yeah.

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Speaker 3: Especially when you're sick in them, if you're if you're

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Speaker 3: vomiting or you're nauseous, it's like be on top of

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Speaker 3: your hydration.

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Speaker 1: That's like the number one thing that's interesting. Then that

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Speaker 1: makes sense too, because if you're got morning sickness and

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Speaker 1: your puking everywhere, you're puking up a lot of water

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Speaker 1: or a lot of fluids, and then I guess you've

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Speaker 1: got to have something that tastes all right, because like

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Speaker 1: what if you you're ingesting, you're going to feel like

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Speaker 1: you get up straight away, So especially if it tastes

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Speaker 1: like crap.

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Speaker 3: Yeah, I've never been a big water drinker. I've always

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Speaker 3: struggled to get why is that. I don't know, I think,

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Speaker 3: I think as well, I can't remember being told to

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Speaker 3: make sure I'm drinking water growing up. Maybe that's just

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Speaker 3: like my family.

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Speaker 1: So I think I got in the habit drink some water.

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Speaker 3: Yeah, I know, I don't remember that at all, So

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Speaker 3: I think maybe I just never got in the habit

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Speaker 3: of it. And then like I'm very active and I

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Speaker 3: was like into all my sports and everything, so there

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Speaker 3: would be times where then I'd feel like water tastes amazing,

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Speaker 3: but on a day to day, I'd really struggle to

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Speaker 3: get it in. I'd buy the new drink bottle and

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Speaker 3: stick to my three leaders for a few days, and

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Speaker 3: then that would just wear off and I'd had luckily,

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Speaker 3: like i'd be lucky to have a glass. I think,

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Speaker 3: like besides coffees and.

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Speaker 2: Exactly, I would just have beers and coffee and call

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Speaker 2: themselves hydrated, and both those things will make you more dehydration.

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Speaker 1: Yeah, you feel like you're to take a peel all

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Speaker 1: the time. The reason I take a peel all the

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Speaker 1: time because they're working in that way. That's what they do.

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Speaker 1: They make you take a beal all the time. Dietics, Yeah, yeah, diarretics.

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Speaker 3: I'd add no sugar cordial to my water as bad

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Speaker 3: as maybe I have a sweet tooth or something.

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Speaker 2: And to be honest, consume behavior that we're seeing is

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Speaker 2: people drinking way more water now because they're adding some

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Speaker 2: flavor and function to it and they're going I'm looking

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Speaker 2: forward to my experience. I'm feeling a bit better from

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Speaker 2: it because the water's exorbit in the cells, but at

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Speaker 2: the same time, it just tastes good.

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Speaker 3: I think when we started looking into it, there's a

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Speaker 3: start that eighty percent of Australians are dehydrated, which is

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Speaker 3: four in five people. So it wasn't just us. It's

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Speaker 3: every day people, not just elite athletes or people that

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Speaker 3: are sick, but your office workers, your mum's hilaris goers

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Speaker 3: and that's everyone. So we wanted to create a product

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Speaker 3: to that kind of spoke to them as much as

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Speaker 3: it spoke to me.

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Speaker 1: And so do you remember the moment you were sitting

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Speaker 1: there and you just sort of set up this business?

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Speaker 2: I think we like, after I left my previous business

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Speaker 2: trip to Europe planned we're going to take some time off,

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Speaker 2: and then on my very last day actually of my

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Speaker 2: last company, we found out we're pregnant. And it was like,

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Speaker 2: all right, cancel Europe. We're going to start a family here,

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Speaker 2: and if we're going to be here, like, let's build

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Speaker 2: another business. So, you know, I was doing some consultancy

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Speaker 2: here and there, but I love building brands, and I thought, okay,

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Speaker 2: what can we get to market quite quickly? You know,

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Speaker 2: we've got a taking time clock now nine months before

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Speaker 2: I need to start supporting the family, and we need

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Speaker 2: to kind of have something to be doing and paying

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Speaker 2: the bills and daycare is not getting any cheaper. And

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Speaker 2: then it was I really want to build a director

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Speaker 2: consumer market and a director consuber model. Really want someone

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Speaker 2: that was high margin, repit purchase rate and something that

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Speaker 2: hadn't been done before in Australia successfully but had a

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Speaker 2: proven overseas demand. So we saw the market there was

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Speaker 2: in the US and no one had done it here,

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Speaker 2: and I thought, so you could kind of make a

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Speaker 2: decent sized bet and kind of you know, tailhead some savings.

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Speaker 2: I had pretty much my long serve. They pay out

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Speaker 2: and we put it on the business and got to

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Speaker 2: market pretty quickly.

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Speaker 1: It's interesting, this is your.

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Speaker 2: This a packet of Yeah, so we've got and.

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Speaker 3: Then fifteen sash ages.

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Speaker 1: Yeah sashes okay, So and this is sort of fairly popular.

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Speaker 1: And I'll get into the ingredients at the moment, but

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Speaker 1: in the second half of the show. But this is

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Speaker 1: sort of fairly popular style of delivery of hydration products

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Speaker 1: in the US.

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Speaker 2: Yeah. Yeah, and it's very new in Australia with the

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Speaker 2: first yeah yeah, because.

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Speaker 1: I just find it incredible that people aren't thinking about

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Speaker 1: this sort of stuff.

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Speaker 2: Well, that was one of the presposes. It was that

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Speaker 2: product in the US that I was buying important and

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Speaker 2: it's expensive here.

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Speaker 1: Well you get I think there's an agent here there. Yeah,

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Speaker 1: actually has it.

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Speaker 2: A few years ago they pulled out of the show

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Speaker 2: market because they just didn't care about it, right, And

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Speaker 2: also it's got double the sodium, so a gram of

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Speaker 2: salt is a lot of salt for most people who

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Speaker 2: aren't very act and we thought that's four times what

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Speaker 2: you find in a hydralaede or gatorade, and we wanted

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Speaker 2: to be for that everyday consumer and we thought five

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Speaker 2: hundred milligrams was the sweet spot and if you really

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Speaker 2: did need, you know, the extra salt, you could have too.

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Speaker 2: And that's good for business as well.

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Speaker 1: So I see Riggers Duplessis has got his one two.

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Speaker 2: Now there's a lot since we've started. There's probably one

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Speaker 2: hundred and fifty that popped up.

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Speaker 1: Now yeah in Australia.

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Speaker 2: Yeah, both in Australia and globally as more as well.

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Speaker 1: So did you get ahead of the market.

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Speaker 2: Yeah, I think there was a couple of Sleepers in

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Speaker 2: Australia that we're doing not much. We launched quick and

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Speaker 2: aggressive and fast and had a lot of hype.

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Speaker 1: So what day did you launch?

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Speaker 3: This?

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Speaker 2: Fourteenth of April this year? Last year, ye were in

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Speaker 2: market fourteen to fifteen months.

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Speaker 1: Yeah, so it just take me through this for a second.

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Speaker 1: So you get the idea, right, it's a great idea.

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Speaker 2: Yeah, it was November.

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Speaker 1: We kind of sleep three. Yeah, we incorporated, so we've

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Speaker 1: got a I got the idea, we got the name.

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Speaker 1: It's cool. You know, we don't. We can get a

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Speaker 1: little bit weird and crazy about the names. We've got

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Speaker 1: the name, it's sort of makes sense. Can you say

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Speaker 1: to yourself the ingredients, the formula, and that's your let's

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Speaker 1: call it your secret sauce. How do you you're not scientists?

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Speaker 1: I don't know you're a scientist.

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Speaker 2: No scientists passionate chat.

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Speaker 1: To be t okay, but yeah, you're real. They call

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Speaker 1: citizen scientists for this, at least in your So you

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Speaker 1: say to your to each other, okay, it's great, I'm

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Speaker 1: really excited this sort of thing we do. You're pregnant,

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Speaker 1: we're going to do something for the family growing up,

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Speaker 1: and we're committed. We're passionate about it. A bit of research.

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Speaker 1: We know there's not that many brands in Australia. It's

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Speaker 1: a bit of a sleeper, but it's killing it overseas.

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Speaker 1: So all the tick all the right boxes, and you say, okay, well,

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Speaker 1: what's going to be in our stuff? How does that

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Speaker 1: conversation go?

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Speaker 2: Like?

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Speaker 1: How do you how do you manage that conversation?

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Speaker 2: What do you do? I think for us we'd look

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Speaker 2: at it from a few angles. One would be what

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Speaker 2: does the science say, and a lot of take out

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Speaker 2: the US players for a moment, but a lot of

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Speaker 2: traditional Australian players were formulated twenty years ago, twenty five

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Speaker 2: years ago. And we know so much more about food science, performance, nutrition, exercise,

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Speaker 2: psychology and performance. So there's a lot more science now

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Speaker 2: what we actually sweat out in exercise, What is the

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Speaker 2: components and the ratios of the electrolytes within the sweat.

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Speaker 2: So we know a lot more now about what was

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Speaker 2: on the market in Australia traditionally. And you look at

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Speaker 2: the US as a kind of guide and you kind

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Speaker 2: of go, what's in the leading products there?

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Speaker 1: And did you buy them? Did you bring up? Do

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Speaker 1: you go on line? And so let's get the ten

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Speaker 1: top ones in the US. We've got them, try and

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Speaker 1: taste them. Yeah, look at the ingredients and on the

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Speaker 1: back and just see what the general run of the

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Speaker 1: mill is.

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Speaker 2: Well, we've got you know, Google sheet with thirty or

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Speaker 2: forty competitors in there with all their ratios all of that,

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Speaker 2: and quickly you kind of see, okay, there's some consensus

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Speaker 2: around the right type of so magnetes and potassium.

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Speaker 1: That's that's a general formula. Those three I know you've

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Speaker 1: got other stuff in yours.

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Speaker 2: Really they're the key three and there's vitamin seeing there.

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Speaker 1: You've got seeing there. Yeah, and I'll come back to that.

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Speaker 1: But see, you've got your spreadsheet, and you've got you know,

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Speaker 1: the top players of you all chosen. You see what

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Speaker 1: the levels of levels of ingredients are, and you see

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Speaker 1: with the extra ingredients in any one of them, and

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Speaker 1: I guess you then somehow work out the common denominator.

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Speaker 1: You sort of say, well, there's equal amounts of sonia,

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Speaker 1: potassium and whatsm, there's equal amounts of this thirty thirty

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Speaker 1: three percent of each and that's let's say that's the

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Speaker 1: common denominator between you know, ten of them out of

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Speaker 1: the twenty of them. Do you just can't say? Well, okay,

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Speaker 1: apart from taste taste profile, why don't we do that?

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Speaker 1: Or do you go along to a scientist a food time.

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Speaker 2: Yeah, we worked with food scientists, we worked with flavor technologies,

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Speaker 2: and then we all worked with the performance dietitian.

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Speaker 1: So okay, let's talk about well, let's talk about a

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Speaker 1: performance diititian. So how do you find a personally? This,

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Speaker 1: I mean, how do you select that person?

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Speaker 2: Yeah? Well, thankfully. We started the fundraising journey by this

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Speaker 2: point and to raise.

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Speaker 1: Money yeah yep, yeah, pre launch on the idea.

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Speaker 2: Yeah yeah, and my background, I guess yep. And we're

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Speaker 2: talking to Matt to Borr from Athletic Ventures, I do

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Speaker 2: you know. We wanted very much to get athletes and

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Speaker 2: talent and invested into the company, not just pay the

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Speaker 2: money to post about it. So one of the biggest

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Speaker 2: things for having athletes on board was one making sure

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Speaker 2: it stacks up from a scientific perspective. So Matt de Borr,

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Speaker 2: who was a GWS player in the AFL and he's

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Speaker 2: on the board of the AFL or on the board

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Speaker 2: of GWS, he recommended Jess ben Love, who was a

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Speaker 2: performance dititian and connected us and said, hey, I think

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Speaker 2: if you're going to get athletes on board, you need

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Speaker 2: this thing to stack up from the science perspective as well.

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Speaker 2: And we worked with her and we got Home on

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Speaker 2: board and she invested in the company as well. She

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Speaker 2: works with Olympians, she works with top CEOs and executives

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Speaker 2: and AFL players and women's sports as well. So she

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Speaker 2: did a full review lit review of the science and

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Speaker 2: our formulation and the ideas that we had at the time,

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Speaker 2: and we kind of finalized the formula.

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Speaker 1: And did she give you a report for example, and

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Speaker 1: you guys sort of sit and read the report and

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Speaker 1: sort that makes sense.

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Speaker 2: Yeah. Yeah. It was multiple discussions back and forth. She said,

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Speaker 2: this is all the science, this is the option you

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Speaker 2: could go with. This is where you can and should include,

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Speaker 2: and you can include a challenger. Yeah, like sometimes it

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Speaker 2: was hydration is a very interesting topic where you can't

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Speaker 2: hand on heart said, this is the perfect hydration formula

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Speaker 2: for everyone.

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Speaker 1: Yeah, because everyone's different. Correct, I might sweat were not training,

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Speaker 1: but I'm might swet just sitting here.

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Speaker 2: Yeah, you might sweat double the average person. You might

438
00:20:44,080 --> 00:20:46,359
Speaker 2: sweat half. And then within the sweat how much sodim

439
00:20:46,400 --> 00:20:48,439
Speaker 2: is in your sweat and you can be a salty

440
00:20:48,440 --> 00:20:50,960
Speaker 2: sweater or would be a low salty sweater with high

441
00:20:50,960 --> 00:20:54,480
Speaker 2: sweat volume. Like, there's there's so much complexity in personalization

442
00:20:54,560 --> 00:20:57,639
Speaker 2: to this where any brand that says is the best,

443
00:20:58,040 --> 00:20:59,920
Speaker 2: it doesn't make sense for every single person. So we

444
00:21:00,080 --> 00:21:01,920
Speaker 2: wanted to pick a sweet.

445
00:21:01,600 --> 00:21:03,400
Speaker 1: Spot, a common denomena, a common.

446
00:21:03,200 --> 00:21:05,879
Speaker 2: Denomena that would make sense for again, the eighty percent

447
00:21:05,920 --> 00:21:08,040
Speaker 2: of the population. If you needed to have more. You

448
00:21:08,080 --> 00:21:11,119
Speaker 2: could have more, but what was the And with a

449
00:21:11,200 --> 00:21:13,800
Speaker 2: consumer in mind, it's not who's just the elite athlete,

450
00:21:13,800 --> 00:21:16,480
Speaker 2: but also who's the mum, who's the trade on the

451
00:21:16,520 --> 00:21:19,159
Speaker 2: construction site. We wanted to kind of tap into the

452
00:21:19,200 --> 00:21:22,600
Speaker 2: mainstream consumer and the current solutions on Australians weren't hit

453
00:21:22,640 --> 00:21:25,280
Speaker 2: in the mark. We needed more salt, not less, and

454
00:21:25,320 --> 00:21:28,320
Speaker 2: that was something that we found no Australian products really had,

455
00:21:28,440 --> 00:21:30,639
Speaker 2: except for there was one Australian product that just copycattered

456
00:21:31,080 --> 00:21:34,400
Speaker 2: the formula of a US product which was doing quite successfully. Yeah.

457
00:21:34,400 --> 00:21:39,240
Speaker 1: So it's interesting because when I was a kid, my

458
00:21:39,320 --> 00:21:42,520
Speaker 1: dad worked in a factory and during the school holidays

459
00:21:42,560 --> 00:21:44,919
Speaker 1: he would get me a job there. And from the

460
00:21:44,920 --> 00:21:47,160
Speaker 1: age of like fifteen, whenever it is, you can start working.

461
00:21:47,200 --> 00:21:51,320
Speaker 1: And it was pretty bloody hot, anding like that. And

462
00:21:51,480 --> 00:21:53,600
Speaker 1: what they used to do is just to hand out

463
00:21:53,600 --> 00:21:56,440
Speaker 1: salt tablets to all the stuff. And I used to

464
00:21:56,520 --> 00:21:59,080
Speaker 1: have a big actually just a little tablet, a little

465
00:21:59,160 --> 00:22:01,680
Speaker 1: not a capsule, but tab and they used to drink

466
00:22:01,720 --> 00:22:03,600
Speaker 1: the water make it feel like puking because I don't

467
00:22:03,600 --> 00:22:05,359
Speaker 1: know what it was. The salt was really strong for

468
00:22:05,440 --> 00:22:09,720
Speaker 1: me anyway, but it was like it was like it

469
00:22:09,800 --> 00:22:12,720
Speaker 1: was a it was a metal metal workers factory, so

470
00:22:13,280 --> 00:22:15,800
Speaker 1: it was trade a trade union factory. It was actually

471
00:22:16,119 --> 00:22:17,879
Speaker 1: mandated by the unions.

472
00:22:18,200 --> 00:22:20,919
Speaker 2: Still is today and some in ground construction site you

473
00:22:20,920 --> 00:22:22,600
Speaker 2: have to give it to them because the leedge lights

474
00:22:22,600 --> 00:22:24,960
Speaker 2: on hot days when the temperature gets on a certain point.

475
00:22:24,760 --> 00:22:27,359
Speaker 1: Well, our factory was always boiling out like it was.

476
00:22:27,520 --> 00:22:29,840
Speaker 1: It was just terrible because it was all everything was

477
00:22:29,880 --> 00:22:34,000
Speaker 1: heated everywhere, Like I couldn't believe the first one walked

478
00:22:34,000 --> 00:22:37,480
Speaker 1: in and rearly died. But but and that was that

479
00:22:37,560 --> 00:22:41,680
Speaker 1: was just sodium chlorid. It's just salt. Didn't have magnesium

480
00:22:41,840 --> 00:22:44,760
Speaker 1: or anything potassium, anything else like in it. But at

481
00:22:44,800 --> 00:22:46,600
Speaker 1: least it was a recognized thing. That was my first

482
00:22:46,640 --> 00:22:49,760
Speaker 1: that's my first experience. I mean obviously had the experience

483
00:22:49,760 --> 00:22:51,960
Speaker 1: when you know, you had diarrhea, your mummy sort of

484
00:22:52,000 --> 00:22:55,360
Speaker 1: dragged down down to the chemistry you'd be getting the hydrolight.

485
00:22:55,680 --> 00:22:58,320
Speaker 1: But my first experience in it was in sense of

486
00:22:58,480 --> 00:23:02,760
Speaker 1: just replacing what you sweating. Was actually this is fifty

487
00:23:02,800 --> 00:23:06,840
Speaker 1: years or sixty sixty years ago, but nearly sixty fift

488
00:23:07,359 --> 00:23:10,159
Speaker 1: early on. Yeah, and well it wasn't going electrot but

489
00:23:10,160 --> 00:23:13,240
Speaker 1: it was sort of recognition that we sweat and that

490
00:23:13,280 --> 00:23:16,199
Speaker 1: we need something because the outcome. Because I tried not

491
00:23:16,240 --> 00:23:18,439
Speaker 1: doing it a couple of times and I actually got

492
00:23:18,520 --> 00:23:21,359
Speaker 1: quite faint. And you know, because I was a kid,

493
00:23:21,680 --> 00:23:24,639
Speaker 1: and those days, it wouldn't have been drinking water, like

494
00:23:24,680 --> 00:23:26,359
Speaker 1: there was no bottle. We couldn't buy a bottle of water.

495
00:23:26,880 --> 00:23:28,159
Speaker 1: You just didn't buy a bottle of water. There's no

496
00:23:28,200 --> 00:23:30,560
Speaker 1: such thing. And if you drank water, you had to

497
00:23:30,600 --> 00:23:33,040
Speaker 1: get under the toilets and bore the bubbler and drink

498
00:23:33,080 --> 00:23:34,800
Speaker 1: out of the bubbler. And you don't know how much

499
00:23:34,800 --> 00:23:37,280
Speaker 1: you're drinking because it's not measured. You're just taking a

500
00:23:37,280 --> 00:23:39,359
Speaker 1: few SIPs of the bubbler and gat back in your sweat.

501
00:23:39,400 --> 00:23:41,160
Speaker 1: And I remember a few times I was getting before

502
00:23:41,200 --> 00:23:43,280
Speaker 1: I started taking the tablet. I got I got faint,

503
00:23:43,920 --> 00:23:46,679
Speaker 1: and I told my dad, and my dad said, well,

504
00:23:46,680 --> 00:23:50,080
Speaker 1: you got to take the sole tablet and drink drink

505
00:23:50,119 --> 00:23:52,639
Speaker 1: a bottle of water. Which is funny this We know

506
00:23:52,760 --> 00:23:56,720
Speaker 1: this shit, but we haven't been doing anything about it.

507
00:23:57,080 --> 00:23:59,240
Speaker 1: But what you guys are doing is you've done your

508
00:23:59,280 --> 00:24:02,600
Speaker 1: research on probably far greater than just sodium chloride. You

509
00:24:02,600 --> 00:24:06,000
Speaker 1: have gone right down the tree of all the various

510
00:24:06,160 --> 00:24:07,760
Speaker 1: electrolytes that the core three.

511
00:24:07,800 --> 00:24:09,919
Speaker 3: Yeah, yeah, of course sodium is the main one that

512
00:24:09,960 --> 00:24:11,400
Speaker 3: you lose, so that would make sense.

513
00:24:12,119 --> 00:24:14,240
Speaker 2: Just give you the and then generally use half of

514
00:24:14,280 --> 00:24:16,000
Speaker 2: that you lose in potassium, and then half of that

515
00:24:16,040 --> 00:24:17,840
Speaker 2: again in magnesium roughly.

516
00:24:17,800 --> 00:24:22,040
Speaker 1: So it's like fifty five type of thing. Yeah, yeah, yeah.

517
00:24:21,520 --> 00:24:23,560
Speaker 2: So we've got five hundred to fifty hundred.

518
00:24:23,400 --> 00:24:23,480
Speaker 3: And.

519
00:24:25,160 --> 00:24:26,760
Speaker 1: Maybe we could just talk a little bit. I don't

520
00:24:26,760 --> 00:24:28,560
Speaker 1: know if you want to talk about it, but the

521
00:24:28,600 --> 00:24:33,439
Speaker 1: importance of sodium, magnism and potassium, particularly sodium for our

522
00:24:33,480 --> 00:24:38,600
Speaker 1: brain because our brains works on electricity, and you need

523
00:24:38,640 --> 00:24:44,000
Speaker 1: that NA plus which is a sodium mine because it

524
00:24:44,040 --> 00:24:47,360
Speaker 1: loses an electron, but you need that in your system,

525
00:24:47,520 --> 00:24:50,959
Speaker 1: in your bloodstream feeding your brain, so your brain can

526
00:24:51,000 --> 00:24:53,200
Speaker 1: have electrical it can work electly.

527
00:24:53,240 --> 00:24:56,439
Speaker 2: Yeah, you think about a pipe in if the pipes

528
00:24:56,440 --> 00:24:57,840
Speaker 2: are dry, you're not going to get water through it.

529
00:24:57,840 --> 00:25:00,240
Speaker 1: And now because it needs it, it needs a there's

530
00:25:00,280 --> 00:25:02,320
Speaker 1: sody mine. If it's not there, and if you don't

531
00:25:02,320 --> 00:25:04,879
Speaker 1: have your system, you you won't think properly. You actually

532
00:25:06,200 --> 00:25:09,520
Speaker 1: you won't collapse physically, but your brain won't send messages

533
00:25:09,600 --> 00:25:11,960
Speaker 1: to places that are supposed to be sending message to

534
00:25:12,040 --> 00:25:14,040
Speaker 1: so you won't be welkwarden and you can actually get

535
00:25:14,080 --> 00:25:15,960
Speaker 1: to a wabbly, which is the reason why.

536
00:25:16,440 --> 00:25:21,359
Speaker 2: We've got golfers on the totally fall apart often just dehydration.

537
00:25:20,960 --> 00:25:22,679
Speaker 1: And and and then if then if you sort of

538
00:25:22,800 --> 00:25:24,639
Speaker 1: peel it back wheel back a little bit, then you

539
00:25:24,680 --> 00:25:28,560
Speaker 1: think there's particularly young people these days, I guess, Andy,

540
00:25:28,640 --> 00:25:30,760
Speaker 1: maybe even old people I guess too, But definitely in

541
00:25:30,760 --> 00:25:37,680
Speaker 1: my era, on Friday night, every Friday night, you would

542
00:25:38,680 --> 00:25:40,439
Speaker 1: what me and my mates did, because you know, we

543
00:25:40,520 --> 00:25:42,359
Speaker 1: come off the back of Vietnam War, and a lot

544
00:25:42,359 --> 00:25:45,120
Speaker 1: of my mates we went to war in Vietnam. Now

545
00:25:45,119 --> 00:25:48,399
Speaker 1: I missed it by a year. I voted. I voted

546
00:25:48,440 --> 00:25:52,679
Speaker 1: in favor of golf with them. He got drafted and

547
00:25:52,920 --> 00:25:54,800
Speaker 1: my mates were a year or two above me. And

548
00:25:55,720 --> 00:26:00,440
Speaker 1: but on Friday night, the mentality was go to the gym. Afterward,

549
00:26:00,480 --> 00:26:04,240
Speaker 1: we go gym, we smash ourselves. Then would drink any water.

550
00:26:04,560 --> 00:26:07,040
Speaker 1: Then you go to the pub and you drink twenty

551
00:26:07,080 --> 00:26:12,720
Speaker 1: beers or at least ten, and then then on Saturday morning, Saturday,

552
00:26:13,000 --> 00:26:14,720
Speaker 1: we used to do it, especially in the summer, we

553
00:26:14,760 --> 00:26:16,800
Speaker 1: put a backpack on fil for the sandgaf a run

554
00:26:16,840 --> 00:26:19,760
Speaker 1: from those days, bond I do to the harbor Bridge.

555
00:26:20,880 --> 00:26:24,359
Speaker 2: Early on rock In as well, but no water.

556
00:26:24,560 --> 00:26:27,160
Speaker 1: Yeah, so dehydrated from being on the booze all night

557
00:26:27,560 --> 00:26:32,679
Speaker 1: and then none of these sort of containers. It just

558
00:26:32,760 --> 00:26:35,600
Speaker 1: wasn't even heard of. And you wonder why you felt

559
00:26:35,640 --> 00:26:38,600
Speaker 1: like shit for about three days and I think it

560
00:26:38,600 --> 00:26:40,919
Speaker 1: was the hangover, but it was actually I look at

561
00:26:40,920 --> 00:26:44,720
Speaker 1: it back now and it was the dehydration. Total dehydration.

562
00:26:44,880 --> 00:26:46,639
Speaker 1: Like you think you had a good sleep, you did

563
00:26:46,760 --> 00:26:48,919
Speaker 1: really good sleep, Well you just passed out.

564
00:26:49,200 --> 00:26:52,840
Speaker 2: Yeah. We track like a recovery on Whoop and it's

565
00:26:52,880 --> 00:26:55,159
Speaker 2: like clear as day when you're probably hydrated, your recovery

566
00:26:55,160 --> 00:26:56,040
Speaker 2: scores are through the roof.

567
00:26:56,119 --> 00:26:58,600
Speaker 1: Well, it's interesting abot Whoop too. So Whoop will say

568
00:26:58,600 --> 00:27:00,840
Speaker 1: to you, I don't know if you guys journal, but

569
00:27:01,440 --> 00:27:03,840
Speaker 1: Wop will ask you to journal about your hydration and

570
00:27:04,440 --> 00:27:07,320
Speaker 1: if you and I'll try this, but if you journal

571
00:27:07,600 --> 00:27:10,159
Speaker 1: two glasses of water, it doesn't matter what you have.

572
00:27:10,280 --> 00:27:12,040
Speaker 1: Just journal it just for the fun of it, and

573
00:27:12,040 --> 00:27:14,760
Speaker 1: then your journal the next day, assuming all other things

574
00:27:14,760 --> 00:27:18,200
Speaker 1: remain the same. Journal aid class of water. It gives

575
00:27:18,280 --> 00:27:21,720
Speaker 1: you much better recovery score and if you have had

576
00:27:21,720 --> 00:27:27,480
Speaker 1: a and if you've had a because WOP can't track

577
00:27:27,520 --> 00:27:30,879
Speaker 1: your recovery, can just calculate it, Yeah, based on the

578
00:27:30,920 --> 00:27:33,760
Speaker 1: inputs you give it, heart rate, all that other staff

579
00:27:33,800 --> 00:27:37,840
Speaker 1: exercise that is tracked, but also requires you to put

580
00:27:37,880 --> 00:27:42,600
Speaker 1: stuff in there, tell what's going on. And it's if

581
00:27:42,600 --> 00:27:44,920
Speaker 1: you if you have a shitty recovery one of the things,

582
00:27:45,000 --> 00:27:46,679
Speaker 1: and if your HIV is a really good for example,

583
00:27:46,720 --> 00:27:49,240
Speaker 1: who's always going to say hydration?

584
00:27:49,359 --> 00:27:52,640
Speaker 2: Yeah that can Plus I think I'm a big fan,

585
00:27:52,760 --> 00:27:56,200
Speaker 2: like what gets measured gets managed, and you end up

586
00:27:56,600 --> 00:27:59,560
Speaker 2: with these trackers right now with sleep and recovery and

587
00:27:59,720 --> 00:28:02,360
Speaker 2: heart variability and steps. Steps was probably the first one

588
00:28:02,359 --> 00:28:05,880
Speaker 2: we start tracking, and everyone saw the impact of oh

589
00:28:05,920 --> 00:28:08,360
Speaker 2: if I take ten thousand steps, all these positives come out.

590
00:28:08,600 --> 00:28:12,359
Speaker 2: Hydrations is glaringly obvious, too simple that it sounds stupid

591
00:28:12,359 --> 00:28:15,560
Speaker 2: sometimes answer that everyone else is missing. And I was

592
00:28:15,560 --> 00:28:18,120
Speaker 2: the same. I'm, you know, an avid biohacker with ice

593
00:28:18,160 --> 00:28:21,439
Speaker 2: bars and breath work and new tropics and all the things,

594
00:28:21,920 --> 00:28:24,680
Speaker 2: and you know, I wasn't hydrated properly, and it was

595
00:28:24,800 --> 00:28:27,320
Speaker 2: it was almost dumb to admit out loud, but as

596
00:28:27,320 --> 00:28:29,400
Speaker 2: soon as I started actually putting some soul in electrolytes

597
00:28:29,400 --> 00:28:32,280
Speaker 2: in my water, I felt so much better everywhere else.

598
00:28:32,280 --> 00:28:34,320
Speaker 2: It's such a downstream effect and for me health the

599
00:28:34,440 --> 00:28:38,600
Speaker 2: fundamental is a slip nutrition and diet, so in an exercise,

600
00:28:38,920 --> 00:28:40,800
Speaker 2: but like nutrition includes hydration.

601
00:28:40,520 --> 00:28:42,160
Speaker 1: Like I think it almost needs that now we think

602
00:28:42,520 --> 00:28:45,560
Speaker 1: everyone all everybody ever talks about is protein and other things,

603
00:28:45,680 --> 00:28:48,920
Speaker 1: which is true creating and all less needs reportant. But

604
00:28:49,680 --> 00:28:51,520
Speaker 1: you need hdwo I.

605
00:28:51,960 --> 00:28:54,880
Speaker 2: Yeah, yeah, and not just hate show beheahow with electrolytes.

606
00:28:54,920 --> 00:28:56,600
Speaker 2: They're going to help you exorb behhd in the water.

607
00:28:56,680 --> 00:28:59,200
Speaker 2: And it's such a fun example to use where if

608
00:28:59,240 --> 00:29:02,000
Speaker 2: you go to the hospital and tapping you up with

609
00:29:02,000 --> 00:29:04,560
Speaker 2: the IV drip because you're dehydrated, they're not putting in

610
00:29:04,880 --> 00:29:06,960
Speaker 2: they're putting in saline water, which is literally just salt

611
00:29:06,960 --> 00:29:09,479
Speaker 2: and water. And that's because that's how the body actually

612
00:29:09,480 --> 00:29:10,920
Speaker 2: needs to absorbit, and if you're going to put it

613
00:29:10,960 --> 00:29:12,560
Speaker 2: straight in, it needs to be in the format your

614
00:29:12,560 --> 00:29:13,000
Speaker 2: body uses.

615
00:29:13,080 --> 00:29:15,360
Speaker 1: Yeah, they'ren't put in tap water in this, thank god.

616
00:29:15,920 --> 00:29:20,160
Speaker 1: So you're so your your formulation is maybe you just

617
00:29:20,160 --> 00:29:22,480
Speaker 1: take me through the formulation. You guys' what do you

618
00:29:22,520 --> 00:29:22,960
Speaker 1: got in here.

619
00:29:23,680 --> 00:29:28,200
Speaker 3: I tell five hundred milligrams of sodium, two fifty potassium,

620
00:29:28,520 --> 00:29:31,600
Speaker 3: one hundred magnesium, and then forty five milligrams of vitamin C,

621
00:29:31,720 --> 00:29:33,560
Speaker 3: which is your daily dose of vitamin.

622
00:29:33,320 --> 00:29:39,120
Speaker 1: C as your recommended IDA call it. Yeah, wag your

623
00:29:39,160 --> 00:29:39,880
Speaker 1: bottoms in it.

624
00:29:40,800 --> 00:29:43,800
Speaker 2: One. It helps with flavor and it's a it's a

625
00:29:43,800 --> 00:29:46,480
Speaker 2: good food product to have in most things. And then

626
00:29:46,800 --> 00:29:49,760
Speaker 2: when you're for example, it was a fun fact, but

627
00:29:49,880 --> 00:29:53,160
Speaker 2: like if you're on long fast in journeys as well

628
00:29:53,200 --> 00:29:55,280
Speaker 2: and for its minut fasting and kido and things like that,

629
00:29:56,200 --> 00:29:58,680
Speaker 2: the one thing that limits your ability to continue fasting

630
00:29:58,680 --> 00:30:00,640
Speaker 2: often is vitamin C. And if get quite sick. That

631
00:30:00,680 --> 00:30:03,640
Speaker 2: West Kurby comes from from long sea travels is they

632
00:30:03,640 --> 00:30:06,080
Speaker 2: don't get enough fightam and sea. So we have a

633
00:30:06,080 --> 00:30:09,040
Speaker 2: fasting community people who enjoy longer fust.

634
00:30:08,880 --> 00:30:14,000
Speaker 1: Were being hydro Yeah your community, yeah.

635
00:30:13,920 --> 00:30:18,160
Speaker 2: Yeah, so we highros. We wanted to service that community

636
00:30:18,160 --> 00:30:21,160
Speaker 2: as well, so we don't really call it out much.

637
00:30:21,200 --> 00:30:23,840
Speaker 2: It's it's has some benefits to hydration, it has some

638
00:30:23,960 --> 00:30:27,160
Speaker 2: benefits to general energy levels and and kind of wellness.

639
00:30:27,160 --> 00:30:32,120
Speaker 2: But the core three of the magnesium electrolytes sodium and potassium.

640
00:30:32,200 --> 00:30:36,120
Speaker 1: Right, So, and then then the next step is, so

641
00:30:36,200 --> 00:30:38,840
Speaker 1: you know you've got your corn ingredients, you've done your research,

642
00:30:38,960 --> 00:30:44,240
Speaker 1: you've included someone into the business, you've made a decision

643
00:30:44,240 --> 00:30:48,120
Speaker 1: what your proportions are going to be. But what it

644
00:30:48,160 --> 00:30:50,840
Speaker 1: looks like you're thrown into vitem is seen because there

645
00:30:50,920 --> 00:30:54,360
Speaker 1: is some some requirement relative to your own community, and

646
00:30:54,440 --> 00:30:56,640
Speaker 1: they like it. It's not it's not like going to

647
00:30:56,640 --> 00:31:01,000
Speaker 1: break the bank, but it's it's nice to have and

648
00:31:01,080 --> 00:31:04,440
Speaker 1: it's equal to the recommended allowance of these things. Are

649
00:31:04,520 --> 00:31:10,320
Speaker 1: DA forty five grams milligrams or grams milligrams of wos Yeah, right,

650
00:31:10,400 --> 00:31:15,560
Speaker 1: it's an infidity milligrams of botom See. Then you've got

651
00:31:15,560 --> 00:31:20,040
Speaker 1: the flavor profile and maybe color profile too. So what's

652
00:31:20,080 --> 00:31:23,880
Speaker 1: the process of deciding what So this flavor here is

653
00:31:24,000 --> 00:31:25,320
Speaker 1: lemon and lime, I don't know if that's one.

654
00:31:25,280 --> 00:31:26,040
Speaker 2: Of those them.

655
00:31:26,960 --> 00:31:30,560
Speaker 1: So how do you choose your flavor profiles? Also, how

656
00:31:30,560 --> 00:31:34,200
Speaker 1: do you choose which favor flavor profiles you should you

657
00:31:34,240 --> 00:31:35,800
Speaker 1: should have in your kit bag?

658
00:31:36,560 --> 00:31:39,560
Speaker 2: I think it's again to market research and consumer kind

659
00:31:39,600 --> 00:31:40,400
Speaker 2: of understanding of.

660
00:31:40,880 --> 00:31:42,280
Speaker 1: But do you go to the do you go to

661
00:31:42,280 --> 00:31:43,560
Speaker 1: consumers or do.

662
00:31:43,120 --> 00:31:45,520
Speaker 2: You wouldn't say this early. I would say you can

663
00:31:45,600 --> 00:31:48,800
Speaker 2: kind of look at research of top selling flavors of

664
00:31:48,840 --> 00:31:51,560
Speaker 2: sports drinks, top selling flavors of soft drinks, top seven

665
00:31:51,600 --> 00:31:55,360
Speaker 2: flavors of gum, of vapes, of whatever consumers that you're

666
00:31:55,440 --> 00:31:57,480
Speaker 2: kind of going after, and then you can get a

667
00:31:57,520 --> 00:32:00,760
Speaker 2: sense of what are the core staples that particularly. I

668
00:32:00,760 --> 00:32:02,800
Speaker 2: think for a new brand, you're trying to convince a

669
00:32:02,840 --> 00:32:06,120
Speaker 2: customer of a few things on are you trustworthy? Is

670
00:32:06,120 --> 00:32:08,120
Speaker 2: it going to taste good? Is it going to be

671
00:32:08,320 --> 00:32:09,960
Speaker 2: what it says it's going to be? Is it going

672
00:32:10,040 --> 00:32:12,160
Speaker 2: to work? Like? You've got a bit of a barrier

673
00:32:12,160 --> 00:32:14,240
Speaker 2: of entry to get up to speed if no one's

674
00:32:14,280 --> 00:32:15,920
Speaker 2: ever tried you before and there's no reviews, there's no

675
00:32:15,960 --> 00:32:19,560
Speaker 2: testimonials yet. So I think if you try and innovate

676
00:32:19,640 --> 00:32:23,440
Speaker 2: in every part with everything's new consumers, the barrier of

677
00:32:23,560 --> 00:32:25,400
Speaker 2: entry goes up even further. So if you stick to

678
00:32:25,440 --> 00:32:28,640
Speaker 2: some common flavors that people are familiar with, that they

679
00:32:28,680 --> 00:32:30,280
Speaker 2: know they can get around, at least they're not questioning

680
00:32:30,360 --> 00:32:30,680
Speaker 2: the flavor.

681
00:32:30,720 --> 00:32:34,200
Speaker 1: You're not going to say, my first five is liquish chocolate.

682
00:32:34,400 --> 00:32:34,600
Speaker 2: Yeah.

683
00:32:34,720 --> 00:32:36,320
Speaker 1: I think no one's ever show what the fuck?

684
00:32:36,480 --> 00:32:38,640
Speaker 2: Yeah? If you earn the trusts over time and you

685
00:32:38,680 --> 00:32:40,640
Speaker 2: bring out a special addition and you start innovating a

686
00:32:40,640 --> 00:32:42,920
Speaker 2: bit more risky on flavors. I think that's cool.

687
00:32:42,960 --> 00:32:44,720
Speaker 1: That's a really interesting thing. You said a trust, because

688
00:32:44,920 --> 00:32:48,040
Speaker 1: I've always taken the view trust is based on familiarity. Yeah,

689
00:32:48,200 --> 00:32:53,200
Speaker 1: it's not. It's not something in the initial stages at least,

690
00:32:53,240 --> 00:32:55,920
Speaker 1: it's what am I familiar with. Yeah, I'm familiar with

691
00:32:55,960 --> 00:32:58,720
Speaker 1: my family. I trust my family, even though some of

692
00:32:58,720 --> 00:33:01,960
Speaker 1: them might be annoying or whatever. I trust them because

693
00:33:01,960 --> 00:33:03,680
Speaker 1: I know what they're likely to do because I'm familiar

694
00:33:03,760 --> 00:33:08,640
Speaker 1: with them. So I'm familiar with orange, lemon, lime, yeah, tropical, whatever.

695
00:33:08,800 --> 00:33:10,400
Speaker 2: No one's getting freaked out by those flavors.

696
00:33:10,440 --> 00:33:13,840
Speaker 1: So that's important. So in terms of building part of

697
00:33:13,880 --> 00:33:17,640
Speaker 1: the trust around your brand, you bring into the game

698
00:33:18,080 --> 00:33:21,040
Speaker 1: in your formulation things that are already trusted.

699
00:33:21,120 --> 00:33:24,560
Speaker 2: Yeah. Yeah. And it's like I like to think N

700
00:33:24,560 --> 00:33:27,280
Speaker 2: plus one, like what's the familiarities of the category that

701
00:33:27,320 --> 00:33:29,000
Speaker 2: you want to build on and where do you want

702
00:33:29,040 --> 00:33:31,120
Speaker 2: to innovate? And for us, the formulation was an innovation

703
00:33:31,160 --> 00:33:33,840
Speaker 2: in Australia and then the format, which was the stick pack.

704
00:33:34,280 --> 00:33:36,360
Speaker 2: They were two new things the rest. We wanted to

705
00:33:36,360 --> 00:33:40,240
Speaker 2: make sure it was familiar enough around flavors and in Australia,

706
00:33:40,280 --> 00:33:42,360
Speaker 2: like the number one people number one reason why people

707
00:33:42,360 --> 00:33:45,040
Speaker 2: repeat purchase a food or beverage is flavor. It needs

708
00:33:45,080 --> 00:33:47,520
Speaker 2: to taste good. You get the first purchase on a

709
00:33:47,560 --> 00:33:50,560
Speaker 2: clean label and a cool brand, but repeit purchase comes

710
00:33:50,560 --> 00:33:52,400
Speaker 2: down to flavor and then a little bit further down

711
00:33:52,440 --> 00:33:53,360
Speaker 2: the track is performance.

712
00:33:53,800 --> 00:33:57,640
Speaker 1: Flavor profiles are incredibly important. So you've got your formulation,

713
00:33:58,280 --> 00:34:00,960
Speaker 1: you've got your me if they have profiles, did you

714
00:34:01,000 --> 00:34:01,440
Speaker 1: start off.

715
00:34:01,360 --> 00:34:04,520
Speaker 2: With three to start? We had five on the list

716
00:34:04,560 --> 00:34:06,000
Speaker 2: and then we picked the top three to launch.

717
00:34:06,120 --> 00:34:08,759
Speaker 1: Okay, so you've got your three, which have sort of

718
00:34:09,360 --> 00:34:11,160
Speaker 1: got four. Now, yeah, I wouldn't say it a bad

719
00:34:11,200 --> 00:34:14,319
Speaker 1: would be borrowed from you know, market research, which is

720
00:34:14,360 --> 00:34:17,760
Speaker 1: which is then you've gone. Then you've gone branding. Okay,

721
00:34:19,120 --> 00:34:21,480
Speaker 1: branding being you know, color palettes and all sort of stuff.

722
00:34:22,320 --> 00:34:27,040
Speaker 1: And and also you know font logo thing on there

723
00:34:27,600 --> 00:34:31,760
Speaker 1: that's lemon lime. That must be your logo is tropical.

724
00:34:32,880 --> 00:34:35,160
Speaker 1: That's tropical. So you don't have a logo one logo

725
00:34:35,239 --> 00:34:36,840
Speaker 1: for High Ray other.

726
00:34:36,640 --> 00:34:39,120
Speaker 2: Than the names, the name, and then we've got the

727
00:34:39,320 --> 00:34:41,759
Speaker 2: icon is h that kind of becomes right, it's on

728
00:34:41,800 --> 00:34:45,320
Speaker 2: the back there. We can use that sometimes. But yeah, okay, so,

729
00:34:45,320 --> 00:34:47,319
Speaker 2: so to fall out a word, which is great for

730
00:34:47,440 --> 00:34:49,000
Speaker 2: a logo, being the name.

731
00:34:49,000 --> 00:34:52,080
Speaker 1: It's easy to so, but what what made you decide

732
00:34:52,160 --> 00:34:54,640
Speaker 1: to they're all red and white or whatever color that is.

733
00:34:54,680 --> 00:34:56,520
Speaker 1: That's your own color, but let's call it read for

734
00:34:56,560 --> 00:35:00,840
Speaker 1: the sake of so red and white. What what made you

735
00:35:00,920 --> 00:35:02,160
Speaker 1: decide to do red and white?

736
00:35:02,440 --> 00:35:04,959
Speaker 3: I think we wanted to enter the market with something

737
00:35:04,960 --> 00:35:06,680
Speaker 3: that was different to what was already on the shelves

738
00:35:06,680 --> 00:35:10,120
Speaker 3: and that would stand out if someone saw it. We

739
00:35:10,200 --> 00:35:14,680
Speaker 3: actually engaged shell If you said, well, we were starting

740
00:35:14,719 --> 00:35:16,120
Speaker 3: to look at shells like if.

741
00:35:16,000 --> 00:35:21,200
Speaker 1: It was on lunch shelves or physical shells.

742
00:35:20,040 --> 00:35:23,640
Speaker 3: Just a product that would stand out amongst other products

743
00:35:23,640 --> 00:35:24,480
Speaker 3: that were already there.

744
00:35:24,840 --> 00:35:29,120
Speaker 1: But you're not currently against other products that are physically.

745
00:35:29,480 --> 00:35:31,480
Speaker 2: We're in a couple of stores because we're more like

746
00:35:31,480 --> 00:35:33,160
Speaker 2: if you put all the brands on a page in

747
00:35:33,200 --> 00:35:36,480
Speaker 2: a position in map, you like its hydrations ware like

748
00:35:36,480 --> 00:35:40,239
Speaker 2: blue so obvious, white and blacks are so obvious to

749
00:35:40,280 --> 00:35:41,960
Speaker 2: keep it clean, and so it's like, what's going to

750
00:35:41,960 --> 00:35:42,800
Speaker 2: stand out amongst this?

751
00:35:42,960 --> 00:35:45,520
Speaker 1: Do you think a consumer is doing that, I think.

752
00:35:45,360 --> 00:35:49,080
Speaker 2: Psychologically, And in the beginning it wasn't.

753
00:35:49,360 --> 00:35:51,160
Speaker 3: We didn't have the thought, no, we don't want to

754
00:35:51,160 --> 00:35:53,600
Speaker 3: be on shells like that was always an option, and

755
00:35:53,640 --> 00:35:55,520
Speaker 3: we had thought if we were on the shelf, we

756
00:35:55,560 --> 00:35:57,879
Speaker 3: wanted something to stand out or something to double look

757
00:35:57,920 --> 00:36:00,279
Speaker 3: at our product and pick it up kind of right,

758
00:36:00,840 --> 00:36:05,560
Speaker 3: And then we engaged Peter Brennan. He's a co founder

759
00:36:05,600 --> 00:36:09,160
Speaker 3: of Heap's Normal. Do you know He's Normal non alcoholic beer.

760
00:36:09,160 --> 00:36:13,880
Speaker 3: They kind of may be through their brand, and we

761
00:36:13,960 --> 00:36:15,719
Speaker 3: had a conversation with him and the next thing we

762
00:36:15,760 --> 00:36:18,680
Speaker 3: knew we're doing a brand strategy in our living room

763
00:36:18,760 --> 00:36:22,000
Speaker 3: with him and kind of just diving into the consumer

764
00:36:22,040 --> 00:36:24,520
Speaker 3: and what we wanted out of the brand. Ultimately, we

765
00:36:24,560 --> 00:36:26,880
Speaker 3: wanted to create something that was bold and fun and

766
00:36:26,920 --> 00:36:29,040
Speaker 3: relatable for the everyday consumerment.

767
00:36:29,120 --> 00:36:32,000
Speaker 1: Ye okay, I like those three words, So tell me

768
00:36:32,080 --> 00:36:34,920
Speaker 1: take me through the bold, fun, relatable relative to this

769
00:36:34,960 --> 00:36:37,840
Speaker 1: for example that the packaging and the font etcetera.

770
00:36:37,960 --> 00:36:40,680
Speaker 3: Well, we think like the bold, like the red and

771
00:36:40,719 --> 00:36:43,640
Speaker 3: the white, it stands out. It's kind of making a statement.

772
00:36:45,040 --> 00:36:48,200
Speaker 3: The fonts in our why that's kind of representing the

773
00:36:48,200 --> 00:36:51,680
Speaker 3: funness of the brand, and then that all comes through

774
00:36:51,719 --> 00:36:54,520
Speaker 3: in our content and our tone of voice and how

775
00:36:54,560 --> 00:36:59,360
Speaker 3: we show up in the community as well. And again

776
00:36:59,400 --> 00:37:00,279
Speaker 3: for the related.

777
00:37:01,040 --> 00:37:03,960
Speaker 2: Run that, yeah, we felt everyone was kind of boring

778
00:37:04,239 --> 00:37:07,520
Speaker 2: in the space. It was clinical, it was scientific. It

779
00:37:07,560 --> 00:37:10,040
Speaker 2: was like, I'm going to educate on the benefits of

780
00:37:10,080 --> 00:37:11,440
Speaker 2: elect lights, but I'm entertained.

781
00:37:11,719 --> 00:37:11,920
Speaker 1: Is it?

782
00:37:11,960 --> 00:37:12,080
Speaker 2: So?

783
00:37:12,160 --> 00:37:17,760
Speaker 1: Therefore, is your marketplace say different to parents, your parents,

784
00:37:17,760 --> 00:37:19,520
Speaker 1: but like different older parents you go and buying it

785
00:37:19,520 --> 00:37:21,239
Speaker 1: because they're buying hydro life for their kids because the

786
00:37:21,360 --> 00:37:21,839
Speaker 1: kids are sick.

787
00:37:23,040 --> 00:37:23,319
Speaker 2: Are you?

788
00:37:23,560 --> 00:37:27,200
Speaker 1: Are you suggesting that, for example, your your cohorter, people

789
00:37:27,200 --> 00:37:31,120
Speaker 1: who your community are younger because they're looking for fun.

790
00:37:31,440 --> 00:37:33,480
Speaker 2: I would say both. I'd say, we've got my dad

791
00:37:33,560 --> 00:37:35,359
Speaker 2: drinks that loves it on the golf course. All these

792
00:37:35,400 --> 00:37:36,360
Speaker 2: mates absolutely love it.

793
00:37:36,440 --> 00:37:39,080
Speaker 1: Yeah, he's not a good case study. Yeah my dad

794
00:37:39,480 --> 00:37:40,120
Speaker 1: your dad.

795
00:37:40,120 --> 00:37:43,880
Speaker 2: Yeah, yeah, her mum loves it as well. Trying to think,

796
00:37:44,280 --> 00:37:44,759
Speaker 2: but no, I.

797
00:37:44,719 --> 00:37:48,440
Speaker 1: Mean, but is your marketplace younger? I'm trying to work out.

798
00:37:48,440 --> 00:37:51,720
Speaker 2: I'd say we've literally got the stretch of the fifty

799
00:37:51,719 --> 00:37:53,720
Speaker 2: five year old plus who knows the points of hydration

800
00:37:53,760 --> 00:37:56,640
Speaker 2: electrolytes who wanted a brand that one had the right

801
00:37:56,920 --> 00:38:00,120
Speaker 2: electrolyte ratios, but to that was something that stood and

802
00:38:00,160 --> 00:38:01,440
Speaker 2: felt premium and all the rest of it.

803
00:38:01,560 --> 00:38:03,080
Speaker 1: So the trust piece, the trust piece.

804
00:38:03,160 --> 00:38:05,080
Speaker 2: Yeah, and I think and yeah, we've definitely got a

805
00:38:05,120 --> 00:38:06,839
Speaker 2: bunch of younger audience as well, And it.

806
00:38:06,800 --> 00:38:08,720
Speaker 3: Was more of how we came across in our content.

807
00:38:08,840 --> 00:38:11,440
Speaker 3: And one of our first campaign pieces was like a

808
00:38:11,520 --> 00:38:14,520
Speaker 3: dehydrated Anonymous And so I think that did speak to

809
00:38:14,600 --> 00:38:19,000
Speaker 3: the older demographic as well, because who were characters.

810
00:38:19,080 --> 00:38:20,680
Speaker 2: Yeah, we had like an old mum who just thought

811
00:38:20,680 --> 00:38:25,560
Speaker 2: what it was enough. We had this crazy dehydrated sports player.

812
00:38:25,719 --> 00:38:29,040
Speaker 2: We had a party girl who's drinking you know, water

813
00:38:29,080 --> 00:38:31,440
Speaker 2: between her tequila shots and digging wives and she like

814
00:38:31,480 --> 00:38:34,400
Speaker 2: dedraded with all the obvious reasons why people are dedraded

815
00:38:34,440 --> 00:38:36,680
Speaker 2: and they will come together. People could relate to Dehydrated

816
00:38:36,640 --> 00:38:38,040
Speaker 2: Anonymous as like.

817
00:38:38,840 --> 00:38:39,760
Speaker 1: In terms of campaigns.

818
00:38:39,800 --> 00:38:42,120
Speaker 2: Yeah, as a marketing video we launched it. It was quite fun.

819
00:38:42,200 --> 00:38:45,319
Speaker 1: So and how did you find this? Because that's good

820
00:38:45,600 --> 00:38:48,520
Speaker 1: only okay if I just because at some stage you're

821
00:38:48,520 --> 00:38:50,040
Speaker 1: gonna launch, you got to say, oh shit, we gould

822
00:38:50,080 --> 00:38:53,600
Speaker 1: have holy stock, We've gotta buy this stuff, and these

823
00:38:53,640 --> 00:38:57,279
Speaker 1: packaging in advance we've gotta get it faced up here.

824
00:38:57,360 --> 00:39:00,680
Speaker 2: And yeah, the website, brand stuff cost on how you

825
00:39:00,760 --> 00:39:03,120
Speaker 2: how'd you fund it? So initially was just yeah, like

826
00:39:03,239 --> 00:39:05,200
Speaker 2: U S Evans and somewhere annual leave payout for my

827
00:39:05,280 --> 00:39:07,799
Speaker 2: last company, right brand going to get the brand going,

828
00:39:07,840 --> 00:39:09,880
Speaker 2: to get the website going, and then we end up

829
00:39:09,920 --> 00:39:11,600
Speaker 2: raising pout a million.

830
00:39:11,320 --> 00:39:14,880
Speaker 1: Bucks and what do you call what do you got? Preceed?

831
00:39:15,440 --> 00:39:19,800
Speaker 2: Yeah, pre revenue preceed locally or overseas, both both. We

832
00:39:19,920 --> 00:39:22,520
Speaker 2: end up with of that million, let's call it. We

833
00:39:22,560 --> 00:39:25,239
Speaker 2: really wanted to get key ambassadors on board, so we

834
00:39:25,320 --> 00:39:27,560
Speaker 2: end up getting you know, show this top YouTuber on

835
00:39:27,640 --> 00:39:30,920
Speaker 2: board from Sarah's Day which wellness Mum. Yeah, more tapped

836
00:39:30,920 --> 00:39:33,800
Speaker 2: into the wellness mum polarates health and fitness female.

837
00:39:34,719 --> 00:39:36,680
Speaker 1: Do they put money, You've got them on board?

838
00:39:36,760 --> 00:39:38,360
Speaker 2: No, So yeah, everyone putting in.

839
00:39:38,680 --> 00:39:43,040
Speaker 3: We didn't want to influence a model that was transactional.

840
00:39:43,200 --> 00:39:45,640
Speaker 3: We wanted them to have skin in the game because

841
00:39:45,719 --> 00:39:49,160
Speaker 3: we think consumers these days just see past someone pushing

842
00:39:49,200 --> 00:39:53,000
Speaker 3: a product, and I even myself know that from I

843
00:39:53,040 --> 00:39:55,920
Speaker 3: have a little following and then just from myself working

844
00:39:55,920 --> 00:39:59,520
Speaker 3: with brands, people are going to trust an ambassador or

845
00:39:59,520 --> 00:40:01,839
Speaker 3: an influence more. If they've actually put their own money

846
00:40:01,880 --> 00:40:03,880
Speaker 3: into it shows that they really believe in the product,

847
00:40:04,280 --> 00:40:07,200
Speaker 3: and that also shows they show up for the brand

848
00:40:07,320 --> 00:40:12,200
Speaker 3: more as well. So with Sarah, she invested money and

849
00:40:12,239 --> 00:40:15,920
Speaker 3: then she can she unlocks options through getting involved as well,

850
00:40:17,239 --> 00:40:21,400
Speaker 3: and she's been part of future product development, creating her

851
00:40:21,400 --> 00:40:24,040
Speaker 3: new flavor. We're about to launch. The campaign strategy is

852
00:40:24,040 --> 00:40:27,279
Speaker 3: behind something we just filmed with her. So they're just

853
00:40:27,280 --> 00:40:28,640
Speaker 3: more involved in the brand.

854
00:40:28,719 --> 00:40:32,400
Speaker 1: And when you raise a million dollars, says, that's obviously

855
00:40:32,520 --> 00:40:36,120
Speaker 1: to get the business kicked off. And you know, I

856
00:40:36,200 --> 00:40:38,279
Speaker 1: didn't mind sharing. You may not want to share them out,

857
00:40:38,320 --> 00:40:40,359
Speaker 1: but like, how hard is it is it for you

858
00:40:40,400 --> 00:40:42,000
Speaker 1: to work out how much you want to give away

859
00:40:42,320 --> 00:40:44,120
Speaker 1: a minook away bitch of transacting you.

860
00:40:44,880 --> 00:40:46,600
Speaker 2: I think, like rule of thumb, you kind of want

861
00:40:46,600 --> 00:40:49,040
Speaker 2: to be keeping in between ten and twenty percent of

862
00:40:49,080 --> 00:40:51,320
Speaker 2: each round, so you kind of have enough for future

863
00:40:51,400 --> 00:40:53,600
Speaker 2: rounds and enough skin in the game at that early

864
00:40:53,640 --> 00:40:56,160
Speaker 2: stage as well. So yeah, I think it was probably

865
00:40:56,280 --> 00:40:58,680
Speaker 2: ten to fifteen percent dilution first round. We're about to

866
00:40:58,719 --> 00:41:00,520
Speaker 2: close another round, which is probably other ten to fifteen

867
00:41:00,520 --> 00:41:02,680
Speaker 2: percent dilution at a much higher valuation.

868
00:41:02,920 --> 00:41:05,680
Speaker 1: Evaluation, and it's been in terms and because a lot

869
00:41:05,680 --> 00:41:07,799
Speaker 1: of people love to know this because in terms of

870
00:41:07,800 --> 00:41:10,240
Speaker 1: the valuation, you've just got an idea at this stage,

871
00:41:10,239 --> 00:41:13,120
Speaker 1: I mean at that stage, I should say hard to

872
00:41:13,160 --> 00:41:16,280
Speaker 1: value because you're not getting either DAR or even turnover.

873
00:41:16,360 --> 00:41:20,799
Speaker 2: Probably no, it's pre prepate revenue much So what does.

874
00:41:20,719 --> 00:41:22,880
Speaker 1: A conversation you go Like when you're talking to your investor,

875
00:41:23,440 --> 00:41:24,880
Speaker 1: you say, well, you know, I'm going to offer you

876
00:41:25,600 --> 00:41:27,560
Speaker 1: ten percent for a million bucks, which means the business

877
00:41:27,560 --> 00:41:31,040
Speaker 1: sort of enterprise value of what you're is this sortly

878
00:41:31,120 --> 00:41:33,400
Speaker 1: ten million dollars sort of round at top of think, well,

879
00:41:33,440 --> 00:41:38,600
Speaker 1: nine million dollars free money? How do you what does

880
00:41:38,640 --> 00:41:41,760
Speaker 1: it the investment? How do you adjustify their valuation?

881
00:41:41,840 --> 00:41:44,600
Speaker 2: Look? And you've got you've got the type of profile

882
00:41:44,640 --> 00:41:47,359
Speaker 2: of investor knows the early stage risk of it goes

883
00:41:47,360 --> 00:41:50,239
Speaker 2: to a hundred times or goes to zero, and then

884
00:41:50,280 --> 00:41:53,800
Speaker 2: it's a conversation around, okay, what does first year revenue

885
00:41:53,800 --> 00:41:56,640
Speaker 2: look like realistically? And then can you work off afford

886
00:41:56,719 --> 00:42:00,360
Speaker 2: multiple of that? So in fast growth FMCGs, it's like

887
00:42:00,400 --> 00:42:02,520
Speaker 2: CpG brands, you're probably working up for three to five

888
00:42:02,560 --> 00:42:07,320
Speaker 2: times revenue multiple. So you know, first year revenue times

889
00:42:07,320 --> 00:42:09,080
Speaker 2: out by three is not a bad place to start.

890
00:42:09,520 --> 00:42:11,279
Speaker 1: So let's say you're looking at a ten million bow

891
00:42:11,960 --> 00:42:14,720
Speaker 1: day one and it was closer to five for first round. Okay,

892
00:42:14,800 --> 00:42:17,840
Speaker 1: five millions, so it's just five minute dollar valuation. Se

893
00:42:17,880 --> 00:42:23,880
Speaker 1: you're looking at five times, that's five times, it's one

894
00:42:23,960 --> 00:42:25,160
Speaker 1: hundred's a million bucks?

895
00:42:25,239 --> 00:42:26,839
Speaker 2: Yeah? Yeah, a goal was a million bucks first.

896
00:42:26,920 --> 00:42:30,600
Speaker 1: Yeah, so you can sort of say revenue, revenue, Yeah, revenue, okay,

897
00:42:30,640 --> 00:42:33,080
Speaker 1: so no profit. So you're going to be able to

898
00:42:33,120 --> 00:42:35,440
Speaker 1: say then they say to you, well, how do you

899
00:42:35,520 --> 00:42:37,560
Speaker 1: know those two that you'll make a million dollars? How can

900
00:42:37,600 --> 00:42:40,160
Speaker 1: you convince me that you'll make a million dollars worth

901
00:42:40,160 --> 00:42:41,960
Speaker 1: a revenue in the first fwour months? So how do

902
00:42:42,000 --> 00:42:42,399
Speaker 1: you go through?

903
00:42:42,480 --> 00:42:42,680
Speaker 2: Yeah?

904
00:42:42,760 --> 00:42:43,960
Speaker 1: I think you'll go to that process.

905
00:42:44,200 --> 00:42:46,720
Speaker 2: Do you track record would would help? Like I built

906
00:42:47,360 --> 00:42:52,000
Speaker 2: a multimillion dollar brand before. That's done that with less resource,

907
00:42:52,280 --> 00:42:54,120
Speaker 2: like less experience of the twenty four when I started

908
00:42:54,120 --> 00:42:58,000
Speaker 2: the first one. So I think me having the confidence

909
00:42:58,040 --> 00:42:59,400
Speaker 2: in what I was doing, have done it.

910
00:42:59,360 --> 00:43:01,360
Speaker 1: Before, the best way to bake the person and get it.

911
00:43:01,440 --> 00:43:04,720
Speaker 2: Yeah. And then secondly is you look at market size.

912
00:43:04,760 --> 00:43:06,640
Speaker 2: You can you can break these things down with some

913
00:43:06,719 --> 00:43:08,960
Speaker 2: basic if you can, particularly on e commerce, which I love,

914
00:43:09,280 --> 00:43:11,840
Speaker 2: you can see how much roughly industry averages is for

915
00:43:11,960 --> 00:43:14,640
Speaker 2: cost of a caier customer, your average gross profit margins,

916
00:43:14,680 --> 00:43:17,800
Speaker 2: your average like repit purchase rate, and then your lifetime

917
00:43:17,880 --> 00:43:20,680
Speaker 2: value over time. So you can model this stuff out

918
00:43:20,719 --> 00:43:23,560
Speaker 2: with some certainty. But look, plans always wrong.

919
00:43:23,920 --> 00:43:26,759
Speaker 1: Yeah, I know, and no one can prove this right

920
00:43:26,840 --> 00:43:27,439
Speaker 1: wrong at the time.

921
00:43:27,600 --> 00:43:29,560
Speaker 2: Yeah, well, I think it's a do we come on

922
00:43:29,560 --> 00:43:31,720
Speaker 2: the journey with us, and then you can start adding

923
00:43:31,760 --> 00:43:34,160
Speaker 2: though the levels of credibility you've going. Oh, you've got

924
00:43:34,200 --> 00:43:37,520
Speaker 2: the number one YouTuber on board, You've got Quaite Cooper,

925
00:43:37,520 --> 00:43:40,680
Speaker 2: you've got Daily Chair Evans, you've got some top Olympians,

926
00:43:40,680 --> 00:43:43,879
Speaker 2: you've got performance Titian, You've got we've got some epic

927
00:43:43,920 --> 00:43:46,560
Speaker 2: entrepreneurs who've sold their companies for one hundred to million

928
00:43:46,600 --> 00:43:49,239
Speaker 2: dollars to Coca Cola before on board. We've got some

929
00:43:49,400 --> 00:43:52,160
Speaker 2: US connections, We've got big content creators in the US

930
00:43:52,239 --> 00:43:54,120
Speaker 2: ready to help in that market. So I think if

931
00:43:54,160 --> 00:43:58,120
Speaker 2: you start stacking prior experience market demand other people on board,

932
00:43:58,360 --> 00:44:00,759
Speaker 2: the branded website that would already built with O and savings,

933
00:44:01,400 --> 00:44:04,120
Speaker 2: it's becoming a lot more believable to go. This thing's

934
00:44:04,120 --> 00:44:06,400
Speaker 2: either going to go to one hundred million plus, therefore

935
00:44:06,480 --> 00:44:08,600
Speaker 2: me getting it at a forour meal valuation is a

936
00:44:08,600 --> 00:44:11,280
Speaker 2: good deal. Or if it goes to zero, you'll probably

937
00:44:11,280 --> 00:44:12,880
Speaker 2: the investor that is okay to go to zero. And

938
00:44:12,920 --> 00:44:16,000
Speaker 2: I think anyone invests in pre launching a business should

939
00:44:16,000 --> 00:44:18,960
Speaker 2: be okay to lose the money as a as an investor.

940
00:44:19,160 --> 00:44:21,560
Speaker 1: Yeah, because they're doing sort of you know, it's like

941
00:44:21,560 --> 00:44:24,239
Speaker 1: a one and ten, like they're saying, well, on this

942
00:44:24,440 --> 00:44:26,360
Speaker 1: in ten, one one's going to kill Yeah, you know

943
00:44:26,400 --> 00:44:28,280
Speaker 1: that's the model. They take a portfolio approach.

944
00:44:28,480 --> 00:44:30,400
Speaker 2: Yeah, at that stage, so I think it's like, is

945
00:44:30,400 --> 00:44:32,040
Speaker 2: this a good jockey and a good horse and a

946
00:44:32,040 --> 00:44:32,920
Speaker 2: good category back?

947
00:44:33,120 --> 00:44:33,319
Speaker 1: Yeah?

948
00:44:33,440 --> 00:44:35,160
Speaker 2: And I think we gave them enough compelling reasons.

949
00:44:35,200 --> 00:44:37,000
Speaker 1: And then how do you find these individuals?

950
00:44:37,440 --> 00:44:40,000
Speaker 2: I had a good network previously, and then it's it's

951
00:44:40,040 --> 00:44:43,280
Speaker 2: a Domino's game of going look who was the best perp?

952
00:44:43,360 --> 00:44:45,879
Speaker 2: Like me and Taylor sat down with some of other

953
00:44:45,920 --> 00:44:48,200
Speaker 2: investors who'd come on board as well, and said, who's

954
00:44:48,239 --> 00:44:50,400
Speaker 2: the dream that we'd want on board? We wanted top

955
00:44:50,480 --> 00:44:53,920
Speaker 2: athletes from rugby. We've just signed a top AFL play

956
00:44:54,000 --> 00:44:58,760
Speaker 2: on board as well, Rugby Union, Rugby League, YouTube, mum Polarties,

957
00:44:59,040 --> 00:45:02,480
Speaker 2: and we then had names on the board and yeah,

958
00:45:02,520 --> 00:45:06,799
Speaker 2: we knocked on doors and I probably pitched people.

959
00:45:07,000 --> 00:45:09,880
Speaker 1: So and I think listeners need to hear that. So

960
00:45:09,960 --> 00:45:11,600
Speaker 1: you know, you might have gone one hundred and fifty

961
00:45:11,640 --> 00:45:12,359
Speaker 1: people to get ten.

962
00:45:12,880 --> 00:45:15,200
Speaker 2: Yeah, we end up with we have thirty eight on

963
00:45:15,280 --> 00:45:18,439
Speaker 2: the first round, but I would have been I would

964
00:45:18,440 --> 00:45:19,759
Speaker 2: have had one hundred and fifty conversations.

965
00:45:19,960 --> 00:45:23,879
Speaker 1: Yeah, and to some of those people, numerous conversations.

966
00:45:24,040 --> 00:45:26,239
Speaker 2: Yeah, most you know, like it's very hard to get

967
00:45:26,600 --> 00:45:29,200
Speaker 2: fifty grande hundred grand off someone over one conversation, Yeah,

968
00:45:29,480 --> 00:45:30,799
Speaker 2: off a business that doesn't exist yet.

969
00:45:30,800 --> 00:45:32,480
Speaker 1: How long was something like that take you, like you

970
00:45:32,520 --> 00:45:33,880
Speaker 1: were talking about, It.

971
00:45:33,520 --> 00:45:36,000
Speaker 2: Was that we started in November and then we launched

972
00:45:36,120 --> 00:45:39,240
Speaker 2: on April, and we pretty much shut the door in

973
00:45:39,320 --> 00:45:41,520
Speaker 2: April May, so just after you launched, because I wanted

974
00:45:41,560 --> 00:45:43,520
Speaker 2: to really everyone to be pre launched because that was

975
00:45:43,560 --> 00:45:46,480
Speaker 2: the risk profile of that investment round. And then once

976
00:45:46,520 --> 00:45:49,880
Speaker 2: we'd launched, we went off to the races pretty quickly,

977
00:45:49,920 --> 00:45:53,360
Speaker 2: so I would again, Yeah, we had people knock on

978
00:45:53,440 --> 00:45:54,759
Speaker 2: the door all the time, and I said, look, I'll

979
00:45:54,880 --> 00:45:57,759
Speaker 2: let you know on the next one. And then yeah,

980
00:45:57,800 --> 00:45:59,960
Speaker 2: within probably six to eight months we started raising.

981
00:46:00,120 --> 00:46:00,919
Speaker 1: And which is the second round?

982
00:46:00,920 --> 00:46:02,479
Speaker 2: How much a million bucks? Again?

983
00:46:02,840 --> 00:46:05,160
Speaker 1: Just million dollars again, so like and this is like

984
00:46:05,200 --> 00:46:08,400
Speaker 1: working capital or this is or is it more investment capital?

985
00:46:08,440 --> 00:46:10,840
Speaker 1: Like and what I mean by that is capital items,

986
00:46:10,840 --> 00:46:11,839
Speaker 1: capital items you're.

987
00:46:11,719 --> 00:46:15,360
Speaker 2: Going to no infantry and then us infantry. And then

988
00:46:15,719 --> 00:46:18,000
Speaker 2: we know right now, for example, our lifetime value of

989
00:46:18,000 --> 00:46:20,040
Speaker 2: our customer based on the first year of data, we

990
00:46:20,080 --> 00:46:22,160
Speaker 2: know cost to acquire a customer. We know that's a

991
00:46:22,280 --> 00:46:25,200
Speaker 2: very good ratio. So the more we can acquire right now,

992
00:46:25,200 --> 00:46:27,200
Speaker 2: even if it is a break even or slight profits,

993
00:46:27,239 --> 00:46:30,080
Speaker 2: is market share. Yeah, and then it's it's where very

994
00:46:30,080 --> 00:46:32,600
Speaker 2: well positioned to own this market, grow this market, and

995
00:46:32,640 --> 00:46:34,200
Speaker 2: then dominate overseas as well.

996
00:46:34,280 --> 00:46:39,440
Speaker 1: So and in terms of where businesses lead this go

997
00:46:39,520 --> 00:46:42,480
Speaker 1: after this, I mean you've already had one and sold it.

998
00:46:44,600 --> 00:46:47,640
Speaker 1: What's your plan? Like, I mean path of world domination?

999
00:46:48,000 --> 00:46:48,759
Speaker 1: What's your plan?

1000
00:46:51,080 --> 00:46:53,239
Speaker 2: What do you think when they can talk about like

1001
00:46:53,600 --> 00:46:54,920
Speaker 2: most loved hidration brand and.

1002
00:46:54,920 --> 00:46:55,359
Speaker 1: Where we want?

1003
00:46:55,480 --> 00:46:58,040
Speaker 3: Yeah, Well that's our that's our main mission, create the

1004
00:46:58,040 --> 00:47:01,600
Speaker 3: most love Ti hydration brand. So not just a product,

1005
00:47:01,680 --> 00:47:04,200
Speaker 3: but a brand that everyone loves.

1006
00:47:04,840 --> 00:47:10,000
Speaker 1: That's an interesting characterization of a mission, like loved as

1007
00:47:10,000 --> 00:47:10,960
Speaker 1: opposed to trust it.

1008
00:47:11,080 --> 00:47:14,759
Speaker 2: Or we will make people entertain when people laugh. We

1009
00:47:14,800 --> 00:47:19,040
Speaker 2: want the Warman fuzzies. And I think sometimes brands can

1010
00:47:19,400 --> 00:47:22,000
Speaker 2: forget that the hero is the customer and we really

1011
00:47:22,040 --> 00:47:24,080
Speaker 2: want to support our customer more than anything and show

1012
00:47:24,160 --> 00:47:26,320
Speaker 2: up in their life to help them achieve their goals.

1013
00:47:26,360 --> 00:47:30,200
Speaker 2: And for us, we start with let's say love, because

1014
00:47:30,200 --> 00:47:32,239
Speaker 2: then that shows up in customer service, and it shows

1015
00:47:32,280 --> 00:47:34,880
Speaker 2: up in product quality, and it shows up in how

1016
00:47:34,920 --> 00:47:37,840
Speaker 2: we show up in content and on social media like

1017
00:47:37,960 --> 00:47:40,000
Speaker 2: very much. So you need to educate or entertain. They're

1018
00:47:40,000 --> 00:47:41,960
Speaker 2: really the two options, or in rage if you want

1019
00:47:42,000 --> 00:47:45,640
Speaker 2: to go down that rage virality, but that's not for us.

1020
00:47:46,480 --> 00:47:48,360
Speaker 2: So yeah, I think we have a lot more fun

1021
00:47:48,719 --> 00:47:50,440
Speaker 2: with it. We have a lot more playfulness. It comes

1022
00:47:50,480 --> 00:47:53,000
Speaker 2: through in our content, our storytelling where it's not just

1023
00:47:53,040 --> 00:47:54,759
Speaker 2: oh you should drink collect lights, Like how many times

1024
00:47:54,760 --> 00:47:57,560
Speaker 2: can you tell someone that versus all the fun ways

1025
00:47:57,560 --> 00:47:59,799
Speaker 2: you can show that and show up in people's.

1026
00:47:59,480 --> 00:48:03,600
Speaker 1: Lives and how important have your I know, the equity influencers,

1027
00:48:03,680 --> 00:48:06,800
Speaker 1: they're not influencers, just not just influencer, but their equity influencers,

1028
00:48:06,840 --> 00:48:07,839
Speaker 1: how important are they for you?

1029
00:48:08,880 --> 00:48:09,280
Speaker 2: Massive?

1030
00:48:09,640 --> 00:48:10,240
Speaker 1: Is it content?

1031
00:48:11,280 --> 00:48:15,440
Speaker 3: Content? Yet Sarah posts organically all the time, and she

1032
00:48:15,680 --> 00:48:19,520
Speaker 3: has already with all these influences. They already have their communities,

1033
00:48:19,560 --> 00:48:21,719
Speaker 3: They have their communities that trust them. So getting them

1034
00:48:21,760 --> 00:48:25,759
Speaker 3: on board then gives us access to communities that then

1035
00:48:25,840 --> 00:48:30,640
Speaker 3: start to trust us as well. And she sells to

1036
00:48:30,680 --> 00:48:32,799
Speaker 3: her community like we do see a difference when she

1037
00:48:32,920 --> 00:48:37,960
Speaker 3: posts and talks about the product, the sales do stuff And.

1038
00:48:39,160 --> 00:48:42,320
Speaker 1: Is she valuable to you? I don't mean it's a

1039
00:48:42,360 --> 00:48:45,000
Speaker 1: horrible way, but are valuable to you or dally chair evans?

1040
00:48:45,040 --> 00:48:47,320
Speaker 1: Are they valuable to you because that gives you content

1041
00:48:47,400 --> 00:48:49,719
Speaker 1: for your for your social media?

1042
00:48:49,920 --> 00:48:53,239
Speaker 2: Yeah? I think I think both is Some are better offline.

1043
00:48:53,320 --> 00:48:55,680
Speaker 2: You know, some might just open doors to Hey, go

1044
00:48:55,719 --> 00:48:58,800
Speaker 2: talk to this club, or go talk to this investor

1045
00:48:58,920 --> 00:49:00,640
Speaker 2: coming on the next round, or go talk to this

1046
00:49:00,680 --> 00:49:02,799
Speaker 2: strategic person in the US who help you there. So

1047
00:49:03,239 --> 00:49:06,000
Speaker 2: we've got some that are purely strategic who might not

1048
00:49:06,080 --> 00:49:09,040
Speaker 2: have the world's beakause following, but either very credible or

1049
00:49:09,040 --> 00:49:10,479
Speaker 2: can open a lot of doors for us as well.

1050
00:49:11,040 --> 00:49:13,200
Speaker 3: They allow us to also create content with them, But

1051
00:49:13,200 --> 00:49:15,440
Speaker 3: they also, like Reuben comes down to run clubs in

1052
00:49:15,440 --> 00:49:18,520
Speaker 3: the community and kind of just creates a nice atmosphere

1053
00:49:18,600 --> 00:49:21,360
Speaker 3: there as well. Or then Daily and Quaid came and

1054
00:49:21,400 --> 00:49:24,839
Speaker 3: got involved in Sarah's shoot for her campaign, which makes

1055
00:49:24,840 --> 00:49:27,200
Speaker 3: it even better having all three of them involved in it.

1056
00:49:27,320 --> 00:49:30,600
Speaker 1: So how often do you guys put stuff up?

1057
00:49:30,640 --> 00:49:31,120
Speaker 2: Every day?

1058
00:49:32,440 --> 00:49:34,759
Speaker 3: We content creation person is currently.

1059
00:49:34,560 --> 00:49:37,320
Speaker 2: Away, she's in Europe at the most. Generally three to

1060
00:49:37,400 --> 00:49:38,759
Speaker 2: five times a week a week.

1061
00:49:39,120 --> 00:49:41,080
Speaker 1: That's that's not as often as I expect.

1062
00:49:41,120 --> 00:49:41,920
Speaker 2: I think.

1063
00:49:42,120 --> 00:49:44,440
Speaker 3: Yeah, we try to put a lot of thought into

1064
00:49:44,480 --> 00:49:46,560
Speaker 3: the content that we're putting out. We don't just want

1065
00:49:46,560 --> 00:49:48,920
Speaker 3: to post for the sake of it. We're trying to

1066
00:49:49,640 --> 00:49:52,279
Speaker 3: create something that's engaging and then hopefully go viral and

1067
00:49:52,360 --> 00:49:53,359
Speaker 3: that the community loves.

1068
00:49:53,400 --> 00:49:56,160
Speaker 1: Yeah, as well, So it's coming through through Instagram, I

1069
00:49:56,160 --> 00:50:00,239
Speaker 1: guess I presume and your and everything's done online, like

1070
00:50:00,320 --> 00:50:01,200
Speaker 1: it's online sales.

1071
00:50:01,320 --> 00:50:04,160
Speaker 2: Yeah, we've got a couple wholesales. Yeah.

1072
00:50:04,160 --> 00:50:06,600
Speaker 3: We started to build out a few boutique kind of

1073
00:50:06,600 --> 00:50:09,239
Speaker 3: wholesalers with gyms or recovery centers, just because we had

1074
00:50:09,280 --> 00:50:13,279
Speaker 3: so many people reaching out wanting to stop us, and

1075
00:50:13,360 --> 00:50:16,319
Speaker 3: also a lot of our local community saying, can I

1076
00:50:16,360 --> 00:50:18,120
Speaker 3: where can I just pick this up? I don't want

1077
00:50:18,120 --> 00:50:20,920
Speaker 3: to pay for shipping or things like that, so we

1078
00:50:21,000 --> 00:50:21,319
Speaker 3: have a.

1079
00:50:21,280 --> 00:50:22,759
Speaker 1: Few physically pick it up.

1080
00:50:22,880 --> 00:50:23,560
Speaker 3: Yeah.

1081
00:50:23,600 --> 00:50:25,600
Speaker 1: Really, people just want it deliveredly.

1082
00:50:27,000 --> 00:50:28,839
Speaker 2: Most people do, but some people might need it right

1083
00:50:28,920 --> 00:50:31,480
Speaker 2: then and there. I think it was the beverage. Sometimes

1084
00:50:31,520 --> 00:50:33,759
Speaker 2: there is an impulse purchase, like I'm hungover right now,

1085
00:50:34,040 --> 00:50:34,600
Speaker 2: give it to me.

1086
00:50:34,800 --> 00:50:38,120
Speaker 3: We've also got out although as well, which does give

1087
00:50:38,280 --> 00:50:38,920
Speaker 3: free shipping.

1088
00:50:38,960 --> 00:50:42,520
Speaker 1: If you just keep rolling it out everything, it's amazing. Yeah. Yeah,

1089
00:50:42,600 --> 00:50:48,000
Speaker 1: so I'm intrigued as to I mean, there's a minting question.

1090
00:50:48,080 --> 00:50:50,880
Speaker 1: I could ask you, like I can all this technical

1091
00:50:50,880 --> 00:50:54,000
Speaker 1: stuff like expiry dates and blah blah, but I'm not

1092
00:50:54,000 --> 00:50:57,239
Speaker 1: going to get into that territory. But I just want to.

1093
00:50:57,360 --> 00:51:01,839
Speaker 1: I mean, you're obviously doing another round now, but have

1094
00:51:01,960 --> 00:51:05,280
Speaker 1: you do you get people sort of say, well, okay,

1095
00:51:05,320 --> 00:51:09,399
Speaker 1: Steve Taylor, the numbers that you presented in the first

1096
00:51:09,480 --> 00:51:13,680
Speaker 1: round based on of revenue, have you made those numbers?

1097
00:51:13,760 --> 00:51:14,960
Speaker 2: And head of budget?

1098
00:51:15,120 --> 00:51:16,320
Speaker 3: We do sharehold updates.

1099
00:51:16,800 --> 00:51:18,879
Speaker 1: Yeah, yeah, so you manage your stakeholders.

1100
00:51:19,160 --> 00:51:21,440
Speaker 2: Yeah, we're trying to do every second month. We do

1101
00:51:21,520 --> 00:51:24,720
Speaker 2: share a shareholder memo, right and then I'll do phone

1102
00:51:24,760 --> 00:51:27,640
Speaker 2: calls or like, we've got some very smart guns in there,

1103
00:51:27,680 --> 00:51:29,600
Speaker 2: which I'll then if I've got a point a question

1104
00:51:29,640 --> 00:51:33,400
Speaker 2: on retail or paid ads or international or product development,

1105
00:51:33,520 --> 00:51:35,560
Speaker 2: then I go to them and they're all kind of there.

1106
00:51:35,680 --> 00:51:37,400
Speaker 2: If I say, hy z, anyone know anyone who's in

1107
00:51:37,480 --> 00:51:39,880
Speaker 2: this world? Or hire and talent and so generally at

1108
00:51:39,880 --> 00:51:42,400
Speaker 2: the end of my shareholder updates, will have kind of shareholder.

1109
00:51:42,000 --> 00:51:44,360
Speaker 1: Asks where and how many people are willing for now.

1110
00:51:44,719 --> 00:51:47,680
Speaker 2: We've got five equivalent full timers.

1111
00:51:47,360 --> 00:51:50,160
Speaker 1: And include that. Then probably got a bevy of consultants

1112
00:51:50,200 --> 00:51:50,800
Speaker 1: or contractors.

1113
00:51:50,880 --> 00:51:53,840
Speaker 2: Yeah, a lot of agencies that work on email or

1114
00:51:53,880 --> 00:51:54,920
Speaker 2: ads or website.

1115
00:51:54,960 --> 00:51:56,640
Speaker 1: And do you mix this stuff here? Do you guys

1116
00:51:56,640 --> 00:51:57,000
Speaker 1: mix it?

1117
00:51:57,520 --> 00:51:59,759
Speaker 2: Yeah, it's made in Australia, Mix in Australia.

1118
00:52:00,080 --> 00:52:04,120
Speaker 1: Yeah, both so all sodium, potassium magnesium is companies.

1119
00:52:04,440 --> 00:52:07,600
Speaker 2: Yes, I sold him. You know it's Australian. Australia's older

1120
00:52:07,640 --> 00:52:10,319
Speaker 2: salt farmers. That's where we're going to him front. That's cool. Yeah,

1121
00:52:10,560 --> 00:52:14,920
Speaker 2: you know glass you know the Hrris farm with the

1122
00:52:14,960 --> 00:52:17,480
Speaker 2: blue and the like, it's with the little spoon. Yeah,

1123
00:52:17,480 --> 00:52:20,520
Speaker 2: it's the same same company. It's the oldest salt farmers and.

1124
00:52:20,160 --> 00:52:22,760
Speaker 1: The potassium potassium.

1125
00:52:22,800 --> 00:52:25,279
Speaker 2: They're big kind of farmers who called grade food food

1126
00:52:25,320 --> 00:52:28,040
Speaker 2: grade companies. It's Australian arm of it. I'm sure it

1127
00:52:28,120 --> 00:52:28,960
Speaker 2: might come from overseas.

1128
00:52:29,080 --> 00:52:32,839
Speaker 1: Did you mix it up here? Yeah, it's packaged packaged here. Yeah,

1129
00:52:33,000 --> 00:52:36,000
Speaker 1: and then are you shipping it yourselves or is it

1130
00:52:36,040 --> 00:52:36,759
Speaker 1: ship three?

1131
00:52:37,320 --> 00:52:37,480
Speaker 2: Yeah?

1132
00:52:37,480 --> 00:52:40,200
Speaker 1: Okay, very interesting and yeah, we.

1133
00:52:40,200 --> 00:52:41,680
Speaker 2: Didn't want to spend time packing orders.

1134
00:52:41,680 --> 00:52:44,840
Speaker 3: And the plan was to grow fast and with the

1135
00:52:44,920 --> 00:52:46,080
Speaker 3: babies yeeah.

1136
00:52:46,200 --> 00:52:49,200
Speaker 1: Yeah, well it's I'm going to watch this one and

1137
00:52:49,400 --> 00:52:51,080
Speaker 1: I'll try this this as well, but I'm going to

1138
00:52:51,120 --> 00:52:51,480
Speaker 1: watch this one.

1139
00:52:51,520 --> 00:52:54,520
Speaker 2: I mean I do hydrate, yeah, I would love to get.

1140
00:52:54,440 --> 00:52:56,680
Speaker 1: I don't say rehydrate because I try to. I don't

1141
00:52:56,680 --> 00:52:58,600
Speaker 1: want to have to be rehydrated and what rather hydrate?

1142
00:52:59,600 --> 00:53:02,360
Speaker 1: And water is like water, and I don't like the

1143
00:53:02,400 --> 00:53:04,879
Speaker 1: taste of water like you. I don't really, I don't

1144
00:53:04,920 --> 00:53:05,960
Speaker 1: like the taste, but I don't.

1145
00:53:06,000 --> 00:53:06,879
Speaker 3: Thought I was on my own book.

1146
00:53:06,880 --> 00:53:08,000
Speaker 1: It doesn't taste like anything to me.

1147
00:53:08,280 --> 00:53:08,480
Speaker 2: Yeah.

1148
00:53:08,640 --> 00:53:12,080
Speaker 1: Yeah, I can taste chlorine water. Yeah, for example, that's

1149
00:53:12,120 --> 00:53:17,160
Speaker 1: the pervading smell or whatever is I can smell in water,

1150
00:53:17,280 --> 00:53:20,840
Speaker 1: and I don't like it. At all some places the

1151
00:53:20,960 --> 00:53:21,640
Speaker 1: chlorine smells.

1152
00:53:21,719 --> 00:53:23,880
Speaker 2: Are you pretty good being on top of your hydration?

1153
00:53:24,160 --> 00:53:28,200
Speaker 1: Yeah, yeah, yeah, but I forced myself to drink and

1154
00:53:28,600 --> 00:53:32,759
Speaker 1: I drink water, but then I'll hydrate. I hydrate every

1155
00:53:32,760 --> 00:53:34,480
Speaker 1: morning for a think smart with.

1156
00:53:35,520 --> 00:53:39,360
Speaker 3: Select See I'll add a sachet to more water, or

1157
00:53:39,520 --> 00:53:41,319
Speaker 3: like before I had the bottle and then I filled

1158
00:53:41,360 --> 00:53:43,920
Speaker 3: it up with more water water just because it helps

1159
00:53:44,000 --> 00:53:47,040
Speaker 3: me get through more water intake having that little bit

1160
00:53:47,040 --> 00:53:47,440
Speaker 3: of flavor.

1161
00:53:47,560 --> 00:53:50,600
Speaker 1: How many so I can see that's six hundred meals.

1162
00:53:50,440 --> 00:53:53,480
Speaker 3: So this is like seven fifty the top right. Some

1163
00:53:53,600 --> 00:53:55,760
Speaker 3: people put You can put a sashe in the leader

1164
00:53:56,239 --> 00:53:56,680
Speaker 3: as well.

1165
00:53:57,680 --> 00:53:59,440
Speaker 1: But how many those would you guys consume a day?

1166
00:54:00,120 --> 00:54:02,319
Speaker 2: Probably need to, it's my base. I'd have one first

1167
00:54:02,360 --> 00:54:04,600
Speaker 2: thing on morning because most people are waking up dehydrated.

1168
00:54:04,640 --> 00:54:07,560
Speaker 2: They haven't touch liquids for six, seven, eight hours. Generally

1169
00:54:07,600 --> 00:54:09,320
Speaker 2: you probably don't have too much liquid up before you

1170
00:54:09,320 --> 00:54:11,440
Speaker 2: go to bed, so you know, get in salt in

1171
00:54:11,480 --> 00:54:14,200
Speaker 2: your bloodstream and then water through your fluids is just

1172
00:54:14,239 --> 00:54:16,360
Speaker 2: the perfect way to wake up, particularly before you cafeinate.

1173
00:54:16,760 --> 00:54:19,080
Speaker 2: And then generally I'm working out most days or doing

1174
00:54:19,120 --> 00:54:22,040
Speaker 2: a so on so around pre during our post a

1175
00:54:22,120 --> 00:54:23,600
Speaker 2: sweaty session, I have another one.

1176
00:54:23,719 --> 00:54:25,440
Speaker 1: And if you're not, if you're not sweating this srning

1177
00:54:25,520 --> 00:54:28,160
Speaker 1: not having a right you need that, you need to

1178
00:54:28,160 --> 00:54:31,160
Speaker 1: your sweat. But it's it's it's for for me. Like

1179
00:54:31,280 --> 00:54:34,080
Speaker 1: first thing in the morning, I'm saying, I drink nearly

1180
00:54:34,120 --> 00:54:36,640
Speaker 1: a lead of water. Nice, but I have to put

1181
00:54:36,640 --> 00:54:38,120
Speaker 1: something in because I can't. I feel like I'm going

1182
00:54:38,160 --> 00:54:39,200
Speaker 1: to gag if it's just normal water.

1183
00:54:39,440 --> 00:54:39,640
Speaker 2: Yeah.

1184
00:54:40,960 --> 00:54:43,880
Speaker 1: Yeah, So but now because it's funny, because I've been

1185
00:54:43,920 --> 00:54:46,359
Speaker 1: approached for I was approached for somebody else from other season.

1186
00:54:46,400 --> 00:54:48,080
Speaker 1: I turned it down, but for a whole lot of reasons.

1187
00:54:48,120 --> 00:54:49,279
Speaker 1: But what the point I was trying to make is

1188
00:54:49,680 --> 00:54:52,480
Speaker 1: they've emarked Australia as an opportunity, so you guys have

1189
00:54:52,480 --> 00:54:54,600
Speaker 1: already got the early run on them.

1190
00:54:54,680 --> 00:54:57,840
Speaker 2: Yeah, but look, we love competition. It's more people telling

1191
00:54:58,120 --> 00:55:01,640
Speaker 2: consumers the important hydration and it's rising tide lifts or boats.

1192
00:55:01,960 --> 00:55:04,960
Speaker 2: And if your best, you get market share forever. So

1193
00:55:05,000 --> 00:55:07,800
Speaker 2: it's just like being the best you can be for

1194
00:55:07,960 --> 00:55:11,000
Speaker 2: your customers, you ultimately get them, Like our subscription churn

1195
00:55:11,120 --> 00:55:13,239
Speaker 2: rate is famously low. Like once we get them, we

1196
00:55:13,320 --> 00:55:15,160
Speaker 2: know they stick around because they love the flavor and

1197
00:55:15,200 --> 00:55:17,400
Speaker 2: the function, and then it's going, Okay, how do we

1198
00:55:17,440 --> 00:55:19,640
Speaker 2: get more consumers? More people need to be educated on

1199
00:55:19,640 --> 00:55:22,840
Speaker 2: the importance of it. Great, more people telling people electrolytes

1200
00:55:22,880 --> 00:55:23,120
Speaker 2: the better.

1201
00:55:23,360 --> 00:55:26,040
Speaker 3: People in Australia aren't as educated on it here as

1202
00:55:26,080 --> 00:55:26,439
Speaker 3: they are.

1203
00:55:26,400 --> 00:55:26,879
Speaker 2: In the US.

1204
00:55:27,080 --> 00:55:30,560
Speaker 1: Yeah, and we probably should be because we're I was

1205
00:55:30,600 --> 00:55:32,239
Speaker 1: going to say, a lot of a lot of trade.

1206
00:55:32,320 --> 00:55:33,320
Speaker 2: Is a lot of construction workers.

1207
00:55:33,800 --> 00:55:35,919
Speaker 1: The size a lot too, Yeah, more so than most

1208
00:55:35,960 --> 00:55:36,440
Speaker 1: other countries.

1209
00:55:36,880 --> 00:55:37,040
Speaker 2: Better.

1210
00:55:37,239 --> 00:55:38,640
Speaker 1: Yeah, it's a romantic exercise.

1211
00:55:38,680 --> 00:55:41,040
Speaker 2: Great market for us. And so whilst we're going to

1212
00:55:41,120 --> 00:55:43,520
Speaker 2: expand to the US and other parts of the world,

1213
00:55:43,680 --> 00:55:45,719
Speaker 2: like we've got a family here. We love Australia. It's

1214
00:55:45,719 --> 00:55:48,719
Speaker 2: the best country in the world. So I would love

1215
00:55:48,760 --> 00:55:51,239
Speaker 2: to be the number one here and all globally as well. Well.

1216
00:55:51,640 --> 00:55:58,760
Speaker 1: Steve and Taylor Will congratulations on your nuptials, and congratulations

1217
00:55:58,840 --> 00:56:03,280
Speaker 1: and good luck with your next baby, and and importantly

1218
00:56:03,760 --> 00:56:06,920
Speaker 1: good luck for Hiro. I'm gonna watch it and I'm

1219
00:56:06,920 --> 00:56:09,799
Speaker 1: gonna taste. I'm gonna taste these and but guys, thanks

1220
00:56:09,880 --> 00:56:12,000
Speaker 1: very much, thanks for coming in and talk to me,

1221
00:56:12,080 --> 00:56:14,920
Speaker 1: and good luck to you with Hiro, and love the name,

1222
00:56:15,160 --> 00:56:17,400
Speaker 1: love the packaging, and old t about the taste.

1223
00:56:17,560 --> 00:56:19,680
Speaker 2: Thank you, I appreciate it. Stay hydrated.

1224
00:56:20,360 --> 00:56:20,400
Speaker 3: The