Aussie Made - Natralus

August 10, 2017

Aussie Made - Natralus

John Rowe, Managing Director of Natralus shares his 25 years of experience on where to get started when creating an organic skincare product.

WITH 25 YEARS OF DEVELOPING NATURAL PRODUCTS, WHAT DRIVES YOU TO CONTINUE TO CREATE AND DEVELOP?

The drive comes from seeing very average to inferior products being sold in the market. This gives me the opportunity to create a natural but really effective product. I get satisfaction from touching lives in a caring way and the positive feedback from truly satisfied customers helps me to look for new challenges.

HOW HARD WAS IT TO GET YOUR FIRST PRODUCT TO MARKET?

In my last business, the first product we started manufacturing in 1994 was a Chem-Care Sorbolene cream. Chemplus was prepared to give us a go and the first order was for a pallet of stock. The challenge was we were only able to fill one bottle at a time so to meet the delivery deadline we had to work through the whole night without sleep to get it finished. It was hard work but we never looked back from there.

HAS IT BECOME EASIER OVER THE YEARS?

Yes, to a certain extent it has become easier because you know what is required in product specifications, packaging and point of sale materials etc. Although you still have to do your due diligence when researching your brand vs your competition. Look for a niche and work out how to exploit it to maximum benefit creating a win-win for all parties involved.

FIVE TIPS ON HOW TO TAKE AN IDEA TO A PACKAGED PRODUCT

  1. It has to have a real point of difference: that goes for the business philosophy, the product, the packaging and the marketing.
  2. Do your homework on the market: the needs and wants and pricing, and retailers to sell to.
  3. Select a manufacturer that you can trust and work with them and build your relationship. It should be like a true partnership, but be flexible where it doesn’t compromise your ethos.
  4. Have the necessary capital and secure the funding you need (and more than you need ahead of the time) to sustain growth in sales as the distribution increases and you need to secure larger stock holdings of your products.
  5. Do a business plan detailing where you want to be in 1, 3 and 5 years and be prepared to review your plan if you don’t achieve the initial milestone. If you really want it, don’t give up – success breeds success!

Don’t be afraid to get expert advice as it will save you time and money in the long run and if possible always get multiple quotations for your marketing, branding, packaging etc, as this will keep it competitive. Carefully review your sales and distribution channels so you can confirm it’s right in your own mind. Be prepared to give it a go without risking everything and losing your house.

ANY CHALLENGES…AND HOW DID YOU OVERCOME THEM?

Developing a brand is not for everyone that would like to make their own product, it requires a financial commitment with healthy capital and industry knowledge and certain fortitude to build a sustainable business. It’s not a get rich quick option. In developing Natralus Australia we were really starting all over again. There was no substitute for investing time and hard work with a long term commitment which is what’s required if you’re going to be a real success.

 




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