Cómo escalar una tienda de productos de salud - Ítaca Organics - +5K al mes

Today I'm going to tell you how my consultancy has successfully grown. It's gone from selling around €600 per month to €1,000 per month. It's had very sustained growth, and in the last month it surpassed the €5,000 sales barrier. And in the month it's been running, the 14 days it's been running, it's already grown by 50%. It's a store selling consumable health products, in this case, for oral health. And I'm going to tell you both what changes we made to turn the situation around and how we've grown so sustainably that even though €5,000 per month isn't the highest figure in the world of e commerce, for an online store founder, it's the first barrier that tells them, okay, in a few months I'm going to be able to make a living from my passion to do this. I'm going to show you what we did in terms of email marketing, ads, changes to the website and everything. And I'm going to tell you this so that you, the founder of an online store, can see that it's possible. And if it's a store similar to yours, how you have to make changes to grow. Like Estefania, the founder of itaca. In case you don't know me, my name is Paukar and I help founders of private label online stores earn much more money without depending on agencies or freelancers. The founder is more than enough. So what was the situation at ITACA Organiz? This is the website it currently has, but you'll see that it didn't start here. It has consumable products for oral hygiene, toothpaste, mouthwash, toothbrushes, everything. All 100% organic. And what problems did it have? Well, that's it. It was billing between 1000 and 2000. I've put it very briefly what was happening. It had the website on WooCommerce, on WordPress, and it had a small conversion rate. Shopify is the best. She didn't do ads, she didn't do quality email marketing. She did tell me that she had some email marketing, but she wasn't very good at it. And they didn't take recurrence into account when it came to acquiring customers. What did we do? We switched to Shopify. I helped her set up this entire website from scratch. In fact, it was a condition for working with me. I mean, she already had it in mind, but I told her 200% because you're going to see the results it has. And I helped her set up this website, taking into account all the conversion aspects that an online store has to have. As I explain in other videos that you can find on my channel, search for Power Scree Conversion, Power Script product page and you'll see how it's done. And from there, we built that website with a top offer because we realized that what sold the most was ecological toothpaste. It was what attracted the most attention when it came to acquiring a customer, which is what we realized in which product we acquired the customer. At first, we tested several products and realized that this was the most successful, without a doubt. Then people bought their other products after testing that it was something of quality and that they didn't change it because it was a super top product. Then they branched out to their other products. But one mistake that I see many online store founders make is that they have 20 products and focus on selling the 20 products. But not all 20 products work the same when selling to the masses. So we focused on that. We specialized in that. Obviously, we. We built the email marketing spider web. As you can see, in the last 30 days, 60% of billing came from email marketing, which could also be improved. Estefania has been with me for six months. She's learning. And this means that she should focus a little more on ads, which we'll see now. So in consumable products, it should be around 40%, but a good sign is that it works Great. It has 50% flows, 50% campaigns. That is to say, apart from all the customer acquisition that we do through ads, because a few months ago, in January, I was investing the ridiculous amount of €93 in a whole month. Because that's when he started. As you can see, it's the first campaign he did. He didn't do ads. And he started with me. He learned from scratch. And as you can see, that's where he started. And today, in July. In July, he's already invested €1,300 in ads. It's an. And he sold 5,000. 5,500. Right. We've seen something like that. In other words, he's multiplied it by 5 in customer acquisition. So another mistake he made is that he didn't take into account his recurrence. A mistake that I see in many founders of online stores, especially of consumable products. Food, supplements. I don't know food. What else can be consumable? I don't know, fabrics, everything that by nature, when you run out, I mean a product, a T shirt never runs out, a sofa never runs out, but ham or skincare, in her case, toothpaste by nature runs out and if you liked it, well, you buy more. So when acquiring customers, we need to take into account how often a customer buys from us in 30 days, 60 days, 90 days. So what we are going to do is take that into account when acquiring customers. And therefore our ROAS does not need to be so high. Apart from the fact that in testing, obviously it goes down like you see the ROAS goes down. And in retargeting and campaigns and scaling, it is a little higher. It is a little higher. But what we want is to acquire that customer because we know, and at Estefania we have calculated it internally that more than 50% buy again when they try their product. So why would you want to pay, I'm making this up €15 for a customer when you know that one in two customers is going to buy from you again, why not, why not pay €30 and acquire customers like crazy? Because you know that you're going to make it profitable in the future. That's really understanding how to scale in e commerce. That's what we did. We also added monthly campaigns to their strategy to take advantage of all those people who already trust them. Her Estefania. And as you can see, when she does campaigns, she understands very well how to do an email marketing strategy through campaigns, which is value, value, value. As you can see here, it's all value, value, value, step by step guide, deodorant guide, language blog. Why choose ecological products? Pam, Pam, Pam, Pam. So when we launch a sale, it's all sale, sale, sale, sale, sale, sale, sale, sale. So that's the strategy that I teach my clients to monetize all the customer acquisition that we do. In ads, many people focus on acquiring customers, acquiring customers, acquiring customers. But they forget about the second part, which is how we're going to transfer all the profits that we're going to get from our customers or people who are about to buy from us to the founder's bank account. And it has had sustained, sustained growth. For example, since May. Well, it was already at 4,000, but as you can see, it started in January at 1000 here, 2000, April 2500. As you can see, it always goes up a little bit. 4,000 June 3,500 in July. Whoa, whoa. July 5,300. And in August it's already 50% more. As you can see, it's an upward growth trend, but it always has ups and downs, ups and downs, ups and downs. It's the most normal thing in the world of E commerce. So what we're going to do is listen to Estefania, the founder, tell us about her process, how she created the store, why, how the support she had with me was, and how she's a founder who surely sounds a lot like you who are watching the video. Okay, let's get into it. Here we are with Estefania, the founder of Attaca Organics. How are you, Estefania? Another success story in consulting. Let's see a little bit about what it's been like before, during, and now with your online store. Tell us how you're doing. Introduce yourself.

Well, very good. Very happy to have met you and to be here. I'm Estefania and I'm the co founder together with Sergi A of Ataco Organics, a certified organic cosmetics brand that specializes in vocal hygiene care. And as I was saying, very happy to be here. Very good.

To provide some context, to put people who are watching the video in context. Why these products? That's something that you don't see very often. You see a lot of clothes, a lot of jewelry, a lot of skincare products.

But when it comes to oral care, where does all that come from? Where does Itacca come from? That's exactly why vocal care came about, because it's a bit of a forgotten thing, especially in organic cosmetics. And it has a lot to do with overall health. In other words, having good oral hygiene affects your entire body. And we had detected that there were no quality organic products on the market. And that's why we wanted to specialize in this type of product. And also because of the sustainability issue, the products that pollute the most are plastic toothbrushes and the typical plastic toothpaste tube. And that's why we wanted to focus on, in fact, An organic product with 97% organic ingredients and no water, no fillers. A top of the line product.

I mean, when I remember when we started working together, you send it to me. Yeah, yeah, yeah. I was blown away. I mean, I had never seen that in my life. I was like, what the hell is this? Then it ran out quickly, but I was blown away. Blown away.

And when it lasts a long time, it goes a long way. A very small amount is enough. We are in. It's good. On top of that, it's good. Of course. Yes, yes, yes, it's good. It has a freshness. And we wanted to make the formula as similar as possible to conventional toothpaste so that there would be no rejection. Right. By the end customer, but with all the benefits of plants. Then we also released some with CBD a couple of years ago with all the benefits of cbd. And it was basically because of that that we wanted to focus on oral hygiene. And how long ago did you start the store? Well, five years ago. In 2020. In July 2020. We started with the Taco Organic. We were there two years before. Well, doing all the branding, all the formulation, all the formulas are ours. I trained in natural cosmetics with two of the most knowledgeable people in Spain. And it's been five years since we launched the product on the market. The brand.

Great. And to give some context to the founders who can see themselves reflected in.

You, how were you in 2020 and what milestone have we reached and are reaching this July, this August?

Well, the turnover milestone and reaching more people. We knew that we had a product that people liked, that there was a lot of recurrence that people were buying it, that we were also reaching B2B stores. And. Well, there comes a time when, if you don't make ads, only with Instagram, only with email marketing, you. You reach the same people. And I already know the names of the clients. Right. And there came a time when you didn't reach more people and the billing would stagnate. And. And I knew that if I hired you, we made ads, you'd piss on your hand. Well, that the billing would be affected. And that's what happened. We've doubled our billing. We're not talking about very, very large billings, but for us, it's been very good. But for an online store founder who is just starting out, you know that the milestone you've achieved, which I could say, because I've already explained the evolution of the store, that €5,000 is like the door to say, okay, I can make a living from this, or how do you feel about having achieved this growth? Well, like a mental barrier. Right. Because you think, well, the most we had invoiced at Christmas was less than €2,000. €2,500. And that's doubling the turnover. And in a month like July. Right. Which is not a particularly high month for sales. And this is something that can be done with work and perseverance. You can reach these turnovers and hopefully more. Very good. And maybe so that founders can see themselves reflected. What were you doing before you met me? I mean, from 2020 to. I don't remember when we started, but it was like 2020 or 2021. What did you do to grow the store? Uh, trying to get more clients so that there wouldn't have been as much growth as there is now. Where the growth month by month is more than notable. I did many things, but. Well, I did touch on email marketing, but I didn't run campaigns consistently. It was like, well, I'll do a campaign this month, I won't do it this month. It wasn't something consistent. I had flows, but not like the ones we have now, the spider web, right? Like what we call the welcome flow with three or four emails and the cart flow, which was a single email. No, let's not bother.

People fear the killers.

Ah. I had one email and please forgive me for forgetting, right. Besides. And Instagram, which did work well at the beginning, but the billing was kind of stagnant, right? Every month we build the same. And on Instagram we were growing, but very slowly, Very slowly, very slowly. And nothing. I had never done. Ads. The typical promotion button that worked at the time, yes, there was a little movement on social networks, followers, but sales, well, I couldn't tell you, but they barely arrived. And the whole meta thing was unknown to me. I wanted to get involved. I watched a thousand videos because I'm very self taught and it's a topic that I like, that I like a lot. But no, no matter how many videos you watch on the Internet, you can't have the knowledge. And I gave up because it would have been a waste of money and I didn't want to.

Okay, and after all that, why did you decide to go with pow? I mean, a guy who I see makes videos on YouTube, who helps other founders, but why me? I mean, I don't think I've ever asked you that. Why me? Well, I came referred by iara, right?

Really? Really. I was referred by. In fact, I think you were my first client who was referred by Baksher. I think it was Baksher. I think it was my second consulting client. When things are done right, there's a return. Well, I know Lissara and Yanyak from Instagram, from the sector. And. And since the entrepreneurial world and the world of eco friendly business are very solitary, we used to call each other every so often and have a chat. What's up? Well, bad. Well, well, I don't know. And it was like, wow, I need to scale this up. And she told me that she was with you. I'm like a really cool guy, bro. I say, wow, give me the contact. But the first thing she says to you is, no, you're a total star. No, no, you're really cool. He's really magical. He knows everything superbly and explains everything really well. And this was before The Christmas campaign last year. And I said no in the middle of the campaign. And I also had the baby, three months old, attached to me all day long. I mean, not now. I can't. Impossible. And Christmas happened in between. I watched a lot of your videos. I implemented a lot of things.

I like it. At the beginning of the year I already had it very clear. And the first week of the year I already called you.

It's true, I connected with you. Apart from being referred right through Nayara, I obviously if I hadn't connected with.

You, not only that, my videos on YouTube would have helped you for free.

Yes, yes, yes, I did. Well, I did some email marketing too. I touched on little things. I touched on many little things. I said, well, well, I can't get into the program because I was personally with the little one. I said, well, let's do some things. And great Ed, help me a lot quote.

And you who just mentioned that ads was an unknown, dark, unexplored passage. How were those first days? Because many people, many founders are afraid that they can't learn how to make ads, that they have to depend on agencies, that in fact my content is for that to teach the founder of an online store that they can do everything themselves, that they don't have to pay anyone to do it. Even worse than the founder of the online store.

So you who come from scratch, how has your experience been with your learning curve with Meta? It's very easy, much easier than you think. Because with your help, it's very easy to understand, it's very easy to set up the metrics columns, it's very easy to get started. It's very easy to understand ROEs and CPA. At first it seems like everyone else, but once you understand it, you start testing and testing and you lose your fear of the platform. And it's easy in quotes, it's time. It's also work.

But it's simple. It's simple.

Yes, as you say, right?

Yes, yes, yes. And now that hits the fan. I just remembered that you haven't been here for like three or four months. Damn it. You've renewed. You've been here for more than six months.

So apart from all the technical knowledge, what do you think of my support? Because many people think that since it's not all one on one calls, since you and I don't see each other every week, how personalized have you been? What do you think of my support in terms of closeness, of feeling accompanied and everything? Well, very good. At the beginning, much more is required of You. And as soon as I asked you a question, you would answer with the famous and super fast. And as time goes by, you have many fewer questions. But you've always been there. And the issue of meetings with more people, I think is very enriching. I like it. At the beginning it was like, oh.

He died, he died, he died. Editors, please cut this. Because before he had fallen, he died. He hadn't died.

I don't understand this. Right?

Don't worry. This is the magic of editing. It fell, but it's cut.

So you're left with group meetings, right?

And group meetings. And you're left, like at the beginning. I don't know what.

At the beginning I thought, oh, yes, okay. Yes, yes, yes, yes, yes. Okay. Uh, this is something that at the beginning is much more required of you on WhatsApp. Right. Because we're very lost and we need your help in nothing super fast. You answer with your famous videos looms and everything is solved. Right. It's not necessary to have one on one. I think the group meetings that we have are much more enriching because there are people from many different sectors. I think it's very enriching. And at different levels, right? It depends on what level you're at. If you're a little higher, you go over the problems that those at a lower level have and vice versa. Right. And they also create doubts that you hadn't thought of. You say, wow, this happens to someone. So I'm going to implement it. And it's really cool. Right? There's a really nice community. Honestly, I like it. Yeah. In the end, any little thing, or look at this hater, or look what's happened to us. Or it's just.

No, no. Sometimes it becomes a schoolyard. I mean, we make money here, but we also have a really great time. Yeah. And Estefania, in addition to everything, because you already know that I also put a lot into this part. Apart from teaching you E Commerce Roas Klavillo and all that. How have I contributed to you more on a personal level? Mentality, habits, all that part.

I like all this part because it's very necessary. As entrepreneurs, we have a tendency, or at least I didn't have the tendency to go up and down. Right. When things were going well, I guided a lot of email marketing videos. And when you saw that you were investing a lot of time and it wasn't resulting in sales, you got discouraged and said, why shouldn't I waste my time? And this has really helped us a lot, hasn't it? Especially since the results come with a delay. But they do come. And this consistency has given me a lot of peace of mind, a lot of tranquility, and also having a solid structure, both a well structured website, email marketing, campaigns, ads, now Google Ads. It's like having a solid foundation for the business. And you just keep doing it. The numbers don't matter. It's very stoic, as you say, and this is implemented here. And in the end, you just keep doing it. It doesn't matter if one sale came in today, 2, 20 or 30, it doesn't matter. What needs to be done today is this. And this is what is done. And the sales will come, because in the end, they will. If not, I'll have to structure everything again, but they will.

How proud I am, huh? Because the school I come from, the school I come from, my mentor, Mario Pelaes, has always told me, okay, powder, you teach and you eat your heart out. But our coaching and consulting sessions also work on the person, because in the end, the person is the core of the business. And I have always tried to convey the part that I have been taught about mindset, dealing with adversity, anxiety, business problems. And I notice that the people who have had the most success are the people who have dedicated 10% of their time to understanding this and dealing with problems much better, with bad streaks. Much better. Because we are all going to have bad streaks. It's just that everything, everything. I mean, I wish everything were like this, straight up linear, but there are many people who fail who do very well one month, do badly the next, and then they never appear on their Instagram or anything else.

And I am very proud of you for that. Setting up a brand, so to speak, is easy, right? You set it up, you put your logo on it, you. You go on Instagram and start selling. And that's it. Right. Of course, the hard part, the interesting part about starting a business is getting up when you fall, insisting, insisting. And in the end, everything comes together just as it is, with your help. Much, much sooner. Much sooner, as I told you. And we're super happy with your help.

Exactly. And finally. Well, last question, last question. That just occurred to me because it just came up before the intern started recording. How, how do you stop? I'm sure there are founders of online stores and mothers and fathers who are watching this video and who think that it's impossible to scale an online store with a newborn child or who are pregnant or who have two or three children, and they get into that limiting belief that I can't do it with this situation.

So I have this limiting belief because I have two very young babies and they've both been here for two years. The oldest is three and the youngest is 11 months old, now a year old. And it's not work, but it's not so much work. It's about making it productive. That is what you do leads to a result, because doing it for the sake of doing it isn't possible. It can be done.

In other words, what would you say to that founder who. No, I have one child, two children, I'm pregnant. I can't scale my online store. What would you tell her? What advice would you give her? That she should hire you? Come on. Because if she doesn't, she won't do it.

Apart from that, Apart from that, in terms of time management, in terms of. Okay, focus on one thing. What would you tell her?

Well, that's not about doing a lot, but about doing what needs to be done. I mean, I don't work more now than I did before, but I work with less. That is to say, the website is already structured besora. The campaigns are already scheduled and the emails are sent every X days and the ads are made and that's it. In other words, it can be done with three or four hours a day. I can't dedicate more to it. I would love to dedicate many more to it, but I work at night, as I say, I work the night shift when the kids are asleep. And that's about it. Three hours, four or something. One morning. That is, if in the morning it is sacred to look at the meta. You are educated too. Look at the ads for five minutes.

And you can see that the founder of an online store, Estefania, with five minutes, makes decisions and is scaling her ads as I taught before. Yes, yes. And finally, last question. What would you say to that founder of an online store who is hesitating whether to hire my services or not, the consulting or not? Is this guy selling smoke or not? What would you say to that person? Now he dies again. He dies again.

He is not into.

Now. Now you're going to kill me, aren't you? You're going to get worse with the editing. No problem. That's it. What? What would you say to. Well, again.

No, no, no, it's fine, it's fine.

No, it didn't go away. No, I'm here.

Okay.

No, no. Well, it had appeared to me. The connection was lost. It was like a microport. I'm calling the phone company again right now. Because this isn't normal.

No, there are two minutes left. Don't worry. What would you say to that founder who is wondering whether to join my consultancy or not? Or if I'm a charlatan? He's dead again.

Yeah, he's kind of high.

He doesn't want me to answer that question.

It's not that he doesn't want you to answer the question. He doesn't want me to answer the question. That. Yes, damn it. He should hire that.

That's it. What would you say to him?

Hey, I would tell him that don't think twice about it. Hire you because it's the fastest and most cost effective way to get from point A to point B. Because it's hard alone. It's very hard. And with your help, you can do everything. You have the gift, let's say, of making everything easy. And I like this. When something gets complicated, or we also have a tendency, right, as entrepreneurs to get a little distracted and you say, no, let's do this. And you make everything very simple and very, very easy.

Oh, no one has ever paid me that compliment, huh? No one has ever told me that.

Yeah, yeah, yeah. I have this feeling like I can do everything easily. Let's not worry. We have to do this and we'll do it.

Damn, damn. I'm leaving happy, huh? I'm leaving with one. Today is going to be a happier day, honestly, with this compliment. So let's leave it here before the connection drops again and we get pissed off.

Yes.

And if you are an online store founder and want to have results like Estefania, below you have a link to. Schedule a meeting with me and see if you are going to appear to Estefania as a success story. Okay, we will leave it here. Estefania, say goodbye.

Thank you very much. And that's it. It's a pleasure to be here for you.

Perfect. See you in the next videos. A big kiss.