Building a Sports

Nutrition Brand:
Midterm Update
Daniel Berlin
 1-7

Accomplishments
● Completed a comprehensive
competitive analysis
Summer ● Conducted a Google Survey
about customer interest
Summary ● Identified product niche
● Formulated my supplement
● Began developing my target
market and positioning
 Fall Semester Accomplishments
● Updated supplement formula
● Obtained samples of competing
recovery products
● Developed brand positioning
and value propositions
Fall/Winter ● Researched brand name
● Began drafting business plan
Summary
Winter Break Accomplishments

● Finalized name
● Prepared for visual brand
identity design process
 Updating The Formula
Recovery Complex
● Betaine Anhydrous (2500mg/serving)
● Ashwagandha Root Powder (1000mg/serving)
● CherryPURE® Soluble Powder (500mg/serving)
Joint Support Complex
● Bovine Grass-Fed Pasture-Raised Collagen Type II
(5000mg/serving)
● Hyaluronic Acid as Mobilee® (80mg/serving)
Sleep Complex
● Valerian root extract (300mg/serving)
● TRAACS® Magnesium Bisglycinate Chelate (300mg/serving)
● L-theanine (250mg/serving)
● Gamma-Aminobutyric Acid (100mg/serving)
● MicroActive™ Sustained Release Melatonin (2mg/serving)
OLD POWDER FORM
2-7
Recovery Complex
● Ashwagandha Extract (Standardized to 5% Withanolides) as
KSM-66 Ashwagandha (600mg/serving)
● CherryPURE® Tart Cherry Powder (500mg/serving)
Joint Support Complex
● Hyaluronic Acid as Mobilee® (80mg/serving)
● UC-II® Undenatured Type II Collagen (40mg/serving)
Sleep Complex
● Valerian Root Extract 4:1 Concentrate (75mg/serving)
● TRAACS® Magnesium Bisglycinate Chelate
(300mg/serving)
● L-theanine (250mg/serving)
● Gamma-Aminobutyric Acid (250mg/serving)
● Instant Release Melatonin (1mg/serving)
● MicroActive™ Sustained Release Melatonin (1mg/serving)
NEW CAPSULE/TABLET FORM
 Business Planning 15-17

1. Ideation + execution 1. Finalized product

2. Brand strategy & positioning
positioning 2. Began financial planning
3. Everything else 3. Began researching various
business models
Mr. Jay
Manickam ‘92 4. Started business plan with
Investor Pitch help of LivePlan software

1. Financial forecasting
2. Business model
development

Mr. Mike
Fennell
Brand Positioning 8-12

1. Created comprehensive
overview of how 10
competitors market their
products
2. Used information to
identify 4 closest
competitors
3. Developed 4 possible
brand positioning
strategies based off 4
competitors
 Manufacturing Research 13-14

1. Learned about
manufacturing process
from PO to delivery
Glen
Tompkins 2. Got realistic idea of how
much it would cost to
manufacture
3. Slightly changed product
form (capsule → tablet)

Jay
DiStefano
 Product Certification Research

1. During research, I learned

NSF Certification was not
realistic
2. Through a podcast, I learned
about Informed Sport
3. Conference call with Rob Graf
4. Gained complete overview of
certification process + cost
estimate

Rob Graf
 Naming Brand Identity 18-20
The Honest Supp Co.
Catalyst Nutrition
Catalyst Labs
Athletase
● Typography
Precision Athletes
Precision Labs PERFORMANCE ● Colors
Spark Labs
Pique BACKED ● Logo
Pique Nutrition ● Packaging
Transparent Labs
Summit Nutrition
Acme Labs

Nick Ciraolo ‘22 Ms. Johnson

PerformanceBacked.com
 Future
Challenges None

What I Have
Positioning Naming Logo Design
Manufacturing Market Research

Learned Biology Business Planning Finance

Marketing and MUCH MORE
Upcoming Goals
 Finish business plan

Begin visual brand Develop e-commerce

identity creation website Wrap it all up!

January February March April May

Finish visual brand Create and deliver

identity investor pitch
presentation
Work on business plan
SevernFellow22DBerlin.Weebly.com