Calloway Cook is a young Entrepreneur who is taking a major step in the supplements market. He was frustrated that the supplement market was lacking an answer for solid healthy supplements. He was working out and taking supplements, but did not really know what he was putting in his body. He saw some positive effects of the supplements, but did not know the long term effects of some of the ingredients. Just by talking to other people in the market, he realized there was no answer for an openly, honest supplement.
He realized people would be willing to pay a high price to know what they are consuming. The market is shifting to a place where it is willing to spend more to eat better. There has been a health movement with the spread of information. Calvin Cook wanted to enter that market and find a solution he can even use himself.
He created Illuminate labs. Illuminate labs. Illuminate labs are very open about what is in their products. They say that there are no supplement standards in the United States. That is why Illuminate Labs meets the European Union’s standards. The European union’s standards tend to be the highest in the world in this market. On his LinkdIn he just posted that their website had over two hundred thousand hits this last month. They had over one million users in general last year. Their supplements are starting to build a consistent user base.
I think the main thing you can learn from this example is that you do not have to look past yourself for a product. Just examine what problems you have in your life. Your product do not have to solve everything for everyone. It can just be a problem you face, because most likely other people face the same issue.
This is a cool story that you found. Calloway understood he needed a better supplement and made it for him and expanded it to make a company. Its not a new idea its something that’s made better than others. While showing that his way is better he also creates a new way to show how to be healthier which helps a lot of people
I love this example. As an athlete, that is something that I struggle with. I am very cognizant of the ingredients, and no matter how many people say they use one compared to another, I am still suspicious. I would definitely pay more to know what I am consuming. They found a gap in the market and put all of their resources towards filling it.