Case Study: $0 into $14k in Just 30 Days!

The Scott Max Newsletter

With this edition in partnership with Smartr Daily

Hi 👋, this is the Scott Max Newsletter. The soon-to-be daily email bringing you one step closer to your own thriving online business.

We analyze a wonderful, small, online business each week with a full breakdown of how it makes money, why it makes money, and its opportunities to grow. Below that, we give you the action steps to build a business like this to create freedom for yourself.

This is the best way to learn the tactics, skillset, and nuance of making money online.

Let’s get to the good stuff you'll see in this email:

  • A flourishing business that generated $14k during its launch month
  • The secrets behind its 600% month-on-month growth and exponential success
  • A detailed guide outlining the steps to establish a business like this one for yourself.

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Case Study For This Email💰📈

The What 🚀

A Successful CPG Company Providing High-quality, Spices & Seasonings to Customers.

Today's episode of the Scott Max Newsletter takes a detailed look at a thriving CPG (Consumer Packaged Goods) Company that provides a wide range of authentic spices and seasonings to customers through its online store.

You will discover the determining factors and techniques that this business applied which earned it a NEXTY awards nomination and a Trendsetters spotlight at the Fancy Food Show.

We also deeply dive into how it earns money and its income channels.

The How 💻

This business earns money by offering customers its selection of genuine, first-rate spices and seasonings via its online shop.

Customers can choose from a wide range of spices sourced from around the world, including popular options like cinnamon, cumin, and paprika, as well as unique blends like Ras el Hanout and Za'atar.

The company takes pride in providing customers with spices that are fresh, flavorful, and free from artificial additives or preservatives. They continue to sell out to loyal customers by emphasizing their commitment to sustainability, ethical sourcing and using eco-friendly packaging materials.

Although this business does not focus on SEO and organic traffic, it is able to create publicity for its products through word of mouth, real-life publicity in the form of guest features on shows and magazines, and digital publicityInstagram and display ads.

In addition to sales from the online store, products can also be found on Amazon, Gelson's, as well as through Stockists and Affiliates.

This company expands its offerings with the launch of new products through crowdsourced funding from its loyal clients.

By positioning itself as an activist movement against unhealthy food from Big Food & Big Pharma, it is able to solicit funds through Kickstarter to support healthy nutrition among people.

The Why 🔥

The following factors have contributed significantly to the success of this business;

  • A Compelling Value Proposition
  • A Customer-Centric Approach
  • Wholesaling
  • Integrated marketing communications strategy

A Compelling Value Proposition

The use of a strong value proposition helps to differentiate this company from competitors, attract new customers, and retain existing customers.

By offering high-quality, authentic spices and seasonings sourced directly from the finest producers around the world, this company is able to appeal to customers who are looking for high-quality, authentic ingredients.

Their dedication to sustainability and ethical sourcing not only differentiates them from competitors but also resonates with customers who value environmentally conscious and socially responsible products.

Lastly, this business offers free delicious-looking recipes to its audience which along with the techniques above, helps to build brand loyalty and encourage repeat purchases.

A Customer-Centric Approach

This company is able to differentiate itself from competitors and provide customers with a unique and valuable experience through its high-quality products.

The brand shows customers that it is interested in meeting their needs and preferences by providing features on the website that enable clients to request products, make recommendations and a pop-up to contact support in real-time.

This increases customer satisfaction and loyalty which is no wonder why products keep selling out.

There are also a ton of positive reviews for its products on various platforms like its website storefront and Amazon. Together, these lead to increased credibility for the business, increased sales and competitive advantage.


Wholesaling allows this company to expand its reach and make its products available to a wider audience by selling in bulk to other retailers who have their own physical or online stores.

Whether through Amazon, Gelson's, Stockists or Affiliates, this approach can significantly increase distribution, increase sales, and improve cash flow.

  • Integrated marketing communications (IMC) strategy

An IMC strategy aims to ensure that all marketing communications, including advertising, public relations, direct marketing, and digital marketing, work together to promote a consistent brand message and ultimately achieve the company's marketing objectives.

This brand achieves public relations by participating in programs like The TODAY SHOW and exhibits like the Fancy Food Show as well as featuring in famous blogs and magazines like Forbes and Mens Journal among others.

For social media, this business leverages the visual power of Instagram to share content with an audience of over 8,000 followers. Its typical content includes recipes, health benefits of products and feature posts of affiliates or ambassadors.

E-mail marketing is not left out of this marketing strategy. Email addresses of prospective or existing customers are collected through an interesting pop-up lead that shows less than 30 seconds after visiting the business site.

By offering the audience a discount, this pop-up serves as the perfect lead to collect emails for newsletter subscriptions, new launch updates or customer targeting.

The Opportunities 🔥🔥🔥

This business has been a success from month one and has seen continuous growth ever since. With these action steps, this business should see even more growth. They include;

  • SEO For Organic Traffic

According to findings from Ahrefs, there is no content on this business' website that drives traffic and its position for several relevant keywords is quite low.

Data found with our favorite SEO tool, Ahrefs

This can be resolved by conducting keyword research to identify the most relevant and high-traffic keywords related to its products and services. These keywords need to be used to create high-quality, informative, and engaging content related to its products

The website pages can be optimized by including relevant keywords in page titles, meta descriptions, headings, and the body of the content.

Building links to its website from other high-quality, reputable websites can help to improve search engine rankings and drive traffic to the website.

Scarce backlinks as seen from Ahrefs

Finally, since products are available in physical stores, optimizing the website for local search by including relevant location-based keywords can help to attract local customers who are searching for spices and seasonings in their area.

  • Social Media Marketing

This business can use social media platforms, to build brand awareness by creating engaging content that showcases its products and values. Asides from Instagram, its activity on other social media platforms like Facebook, Twitter or Pinterest goes unnoticed.

Source: Instagram

Along with Instagram, using other Social media platforms provides an opportunity for the brand to engage with its customers directly, by responding to comments and messages, and providing customer support.

Ultimately, maximizing a good number of social media platforms will help to drive more sales and increase brand awareness.

  • Enhanced e-commerce capabilities

By improving its website design and functionality, this business can offer more payment options, and streamline the checkout process. This could help to improve the customer experience and drive more online sales on its own platform.

Encouraging customers to shop from its own platform is beneficial for the website's traffic, and engagement, plus it can foster customer retention with the brand as opposed to them buying from another retailer.

They can also expand their e-commerce offering by offering subscription services, such as a monthly spice box or recipe delivery service, which could provide a steady stream of recurring revenue and help to build customer loyalty.

The Big Reveal 👀

Get ready to meet the star of today's analysis which is an outstanding company called Spicewell, an idea brought to life by Raina Kumra, a successful serial entrepreneur.

Mid-pandemic, she nursed her family back to health with the help of Ayurvedic medicine using medicinal herbs and spices leaving her with a ton of leftover spices.

This prompted her to think of how she could help others get the results she had just achieved with her own family and Spicewell was born.

Building this company led her to formally study plant medicine to deepen her understanding of the science behind food for medicine. This led to her discovery that there is a serious nutrient deficiency in this modern world.

Spicewell's first products included nutrient-dense and lower-in-sodium salt and pepper with ancient Ayurvedic formulations and 21 vitamins and minerals.

The Takeaway, What We Learned 🎓

Let's go over the actionable fundamental ideas from this week's analysis;

  • Have a clear value proposition which begins with identifying a clear niche and focusing on it. A clear value proposition can help your company differentiate itself from its competitors and appeal to potential customers who are searching for high-quality products like yours.
  • Develop a robust content marketing strategy using high-quality, informative, and engaging content related to your products.
  • Optimize your website and storefront for SEO by conducting keyword research, optimizing meta descriptions and page titles, and creating relevant content. This can help to improve search engine rankings and drive organic traffic to the store.
  • Utilize social media marketing to showcase products, engage with customers, and build brand awareness. Social media can also be used to run targeted ads and promotions to drive sales.
  • Incorporate email marketing to nurture relationships with customers, promote new products and offers, and encourage repeat purchases. Personalized and segmented emails can be used to improve engagement and conversion rates.
  • Provide exceptional customer service such as offering fast and reliable shipping, resolving customer issues promptly, and providing personalized recommendations.
  • Leverage integrated marketing communications strategy to increase brand exposure and drive sales.

Action Steps, From Day 0 To ∞👩‍💻

So, you will have your own website, hosting account, and a good grasp of digital marketing fundamentals if you are a student/graduate of Max Business School.

If not, get started here, it’s totally free and will teach you all the skills you need to build yourself a business (and the freedom it provides you) similar to the one we’ve analyzed today.

Day 0

You’ve read this email and love this particular business model and/or niche.

If not, we'll be sending more ideas in our next email or check our archive here.

If yes;

Consider if this is a business you can happily commit to for 3-5 years.

If yes;

Is it a customer/topic/day-to-day activity you can get passionate about?

If yes;

Would starting this business cause you to lose focus on the business that you are currently building?

If yes, don’t do it.

Focus on building what you have and take lessons from my analysis above to implement them into your current business.

But if not, then move to day 1.

Day 1

  • Identify the problem your brand and product will solve. This will help you to pinpoint your niche, differentiate your brand from competitors, and develop products that meet the needs of your target audience.
  • Define your target audience, their needs, and preferences, and use this information to develop a unique value proposition. You can use Ahrefs to identify high-volume search terms related to your niche and get insights into customer search behavior.
  • Formulate a blueprint for your business. This should provide an overview of your business plan, mission statement, objectives, and strategies. It should also include an analysis of the industry, market size, growth trends, target audience profile and competition. Ahrefs can be used to analyze your competition's marketing strategies, product offerings, pricing strategies, and marketing tactics.
  • Choose a name for your business and register a domain name for your website. Opt for a domain name that is easy to remember and relevant to your business, and select a hosting provider that offers reliable and secure web hosting services. We highly recommend this DreamHost offer that allows you to easily obtain a domain name and web hosting in one package.
  • Design and develop your website Develop a website that is visually appealing, responsive, easy to navigate, and optimized for search engines. With a CMS like WordPress, you can set up your website as a complete beginner using Module 1 of our course. Additionally, you can acquire the digital marketing skills you need to run this business here.
  • Develop your product and Set up your e-commerce store: Focus on developing a high-quality product and set up your e-commerce store by adding product descriptions, pricing, and images. Ensure that your store is user-friendly and offers a smooth checkout process. If you use WordPress to build your website, WooCommerce is a great plugin that easily adds e-commerce functionality to your website.

Day 2

  • Develop a content marketing strategy that includes blog posts, videos, and social media content to attract and engage your target audience. Use an AI writing tool like CloserCopy for professionally edited copies.
  • Optimize your website for search engines by conducting keyword research for creating relevant content, and optimizing meta descriptions and page titles.
  • Set up social media accounts on relevant platforms such as Instagram and Facebook, and use them to promote your products and engage with your target audience. Agora Pulse is a great tool to manage your social media networks easily.
  • Implement email marketing to nurture relationships with customers, promote your new products and offers, and encourage repeat purchases. Mailify is a beginner-friendly tool you can use for this.
  • Adopt top-notch customer service and offer incentives for referrals. Offer incentives for customers who refer their friends and family to your e-commerce store. This can include discounts, free products, or other rewards.
  • Choose a reliable shipping carrier that offers affordable rates and fast delivery times. Optimize your packaging to ensure that your products are protected during shipping and arrive in good condition. Use high-quality packaging materials and consider investing in custom-branded packaging to enhance your brand image.

Day 3 to ∞

  • Consistently create shareable content. Create high-quality, informative, and engaging content related to your products, that provide utility for your clients. Share this content on social media and other relevant platforms to encourage shares and backlinks.
  • Collaborate with bloggers and influencers in your industry to combine efforts on content or product reviews and offer to write guest posts for other blogs or websites in your industry. These can help you reach a wider audience and generate backlinks to your website and e-commerce store.
  • Participate in industry forums, online forums and communities related to your industry to share your expertise and establish yourself as a thought leader. This can help you increase brand awareness, and visibility, and obtain referrals from other members of the community.
  • Monitor and analyze website analytics using Google Analytics to track website traffic, sales, and customer behavior. Use this information to optimize your digital marketing strategy.
  • Offer order tracking to customers so that they can track the status of their orders and know when to expect delivery. This can help you reduce customer inquiries and improve customer satisfaction.
  • Check here to find amazing tools that will help your business scale.

Before You Go 👋

Thank you for reading.

In my next email, I’ll have another business breakdown for you. 

Remember, if you know someone who might like this newsletter, sharing is caring.

If you are ready to get started with your own business, one of the first steps is always a website. Click here for our exclusive hosting deal and click here for an invite to our Max Business School community where you’ll hang out with thousands of fellow ambitious business builders.

Remember to check out the classroom tab (top left corner) for all of our free courses teaching you all you need to succeed online.

Bye for now,

Scott Max

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