From 0 to Php4M:

How An Unknown Brand Went

From Zero Sales to
4 Million in 100 Days
In a highly competitive market… in the midst of the pandemic!

www.pesosummit.com
Thank you for downloading this case study!

In this short document, we are going to show you how we

have built an unknown brand in one of the most competitive

markets in the Philippines--health and beauty-- and made

Php4.2 million in sales in 100 days.

But first...

FULL DISCLOSURE

We want to be transparent and honest with our results so

keep the following in mind while going through this case

study:

1..The Php 4.2 million we made in 100 days

is GROSS sales, not net.

2. We invested a little over Php 3 million

pesos to get the business started (More on

this later and why you don’t need this

much to get started).

3. We started the business in April 2021 but

it was more of a trial run. We launched

properly in May.

4. The results we are showing are from the

16th of May to the 15th of August (roughly

100 days).

www.pesosummit.com
SO ARE YOU READY TO
LEARN HOW WE DID IT?

Let’s go!

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THE STORY

“Are you serious? You’re planning on selling an unknown

collagen brand in the midst of the pandemic?!”

We knew it sounded crazy but we also knew it was not

impossible.

We’ve been helping local ecommerce brands scale to 6 to 7

(sometimes 8) figures in sales so we have the experience.

But we also knew it would be a challenge. Because...

THE PROBLEM

Before we even started selling the product, we knew we had

these problems going against us:

We will be marketing the brand from scratch. Nobody

knew who we were! Not even our friends and family

knew what we were up to until the moment of the launch.

Competition from other brands. Big and small. We were

not the first in this market and certainly not the biggest.

We are an unknown player in a highly competitive niche.

We didn’t know which platform to focus on. Should we

build a Shopify store, sell only in Facebook messenger or

should we start first in Lazada and Shopee?

We have a small team of only 5 people.

www.pesosummit.com
THE SOLUTION

We didn’t have the luxury of time so we prioritized strategies

that are easy to implement but have the most impact:

1..We built a system that’s scalable

While building our brand, JUJU, we made sure that our system

was built with scaling in mind.

Even if we started with a single collagen product, we knew

that the end goal is to build a Health and Wellness company.

Having this vision in mind helped us shape our branding,

assets, and communication early on. We acted as if we

already had multiple products.

HEALTHY PROFIT MARGINS:

We followed the ‘3x’ rule to price our product.

The idea is that if you buy an item for Php 10, you should be

able to sell it for Php 30. In our case, we use 3.5X.

This ensures that whatever distribution route we go in the

future, (whether distributorship or direct-to-consumer) we will

still be profitable.

www.pesosummit.com
THE SOLUTION

SMOOTH DELIVERY AND PAYMENT SYSTEM:

We chose 3 shipping couriers with the most positive

feedback, quick response time, and a low Return-To-Sellers

(RTS) rate.

We added several options for payment: Credit and debit

cards, Gcash, and installments. This is on top of the Cash On

Delivery (COD) option.

We made sure all these systems are solid before we even

spent money on ads.

2. We utilized AdsLevelUp’s Full Funnel System

The Full Funnel System is just a fancy way of saying we vary

our communication with our customers based on where they

are in their buying journey.

We don’t send the same message to cold prospects (who

don't know us) and warm customers (who bought from us

before).

We tailor fit everything based on our current relationship with

them.

www.pesosummit.com
THE SOLUTION

This is what our funnel looks like:

3. We optimized our website and trained our Sales Team

We know we will get visitors and inquiries on our website as

well as our Facebook Messenger.

So we made sure we optimized both of them and had the

following targets:

3 to 5% CVR (conversion rate) for our website visitors and

7 to 10% CVR for our Messenger inquiries

www.pesosummit.com
THE SOLUTION

We ensured our product page featured our product while “in

use”.

Our videos and images showed the transformation a

customer undergoes and was filled with emotion.

The product descriptions were benefit driven. Then we

justified the visitor's purchase with logic.

Lastly, we listened to the objections of our customers.

What are their hesitation of not buying? What guarantees do

they need? Then, we tweaked our product page according to

our findings.

For our Sales Team (the people who answer inquiries) we

established a process that promotes high closing rates.

We had weekly and bi-monthly revisions of our messaging

script, we improved our offer as needed, and we humanized

our conversation with customers and created a follow up

system for both buyers and non buyers.

www.pesosummit.com
THE SOLUTION
Here are some sample conversations from our customers:

www.pesosummit.com
THE SOLUTION
4. We offered product bundles

It’s challenging to get high returns on ad spend (ROAS) plus

high order value without post purchase upsells (unless you

sell high end products haha!)

Since we only have one product, we can’t do any cross

selling and upselling.

Promotions like BUY X, GET Y will also not work.

So instead, we created bundles and threw in a freebie

with every purchase.

This increased our customer’s average order value from

Php 700+ to 1.5K AOV.

www.pesosummit.com
THE SOLUTION
5. We utilized Paid Ads

We didn’t just burn our ad budget on lousy ads.

We made sure we narrowed our targeting by being clear

who our ideal customers are.

Then we created campaigns with messages and creatives

(images) that will resonate with them.

If our ad was targeting men, we highlighted the features and

benefits of our products that were specific and important to

them.

Same way with our ads for women.

Aside from being gender specific, we also showed the

specific benefits of our product depending on their life stage.

This is because people of different ages have different pain

points.

In the past 100 days, we spent Php 277K in ads, and generated

Php 1.7M in sales hitting 6.36X ROAS.

www.pesosummit.com
For our messaging campaign, we spent Php 83,000 and generated

12,000 inquiries. That’s Php6.81 per message. About the quality? We’re

consistently hitting a minimum 7% conversion rate everyday.

www.pesosummit.com
THE SOLUTION
6. We held holiday promotions and sale events

We had sale events during the 5.5 Sale, 6.6 Sale, and 7.7 Sale

plus any holiday we can think of such as Father’s Day, Mothers

Day, and Independence Day Sale.

Filipinos love vouchers and promo codes but we also don’t

want to overdo it.

At the very least, we have two 3-day sales per month.

We communicate these promotions via our social media

channel, email. We also spend Php 200/day on ads that run

for 3 days.

www.pesosummit.com
THE SOLUTION
7. We have multiple channels for selling (Omni-Channel
Marketing)

We didn’t just rely on Facebook ads alone.

We also invested in influencer marketing, and email

marketing.

We made sure we are utilizing social media platforms like

Facebook and Instagram.

And even started running ads on Tiktok!

Here’s our recent Tiktok ad sales:

www.pesosummit.com
THE SOLUTION

We also decided to make our product available in Shopee

and Lazada even when our website and Facebook

Messenger sales processes were already doing great.

Our Shopee Store now has a preferred seller badge which

helps us boost our search ranking, attract more buyers

because the badge is a sign of assurance for our product

quality and allows us to upload more products.

www.pesosummit.com
THE RESULT

Did these 7 strategies really help scale our brand? Well…

We made Php4.2 million in sales in 100 days.

Another unintended result: we depleted our stocks earlier

than our forecast! It was a problem… but a good problem!

www.pesosummit.com
NOW WHAT

If you liked this short case study, you’re going to love what

we have in store for you.

This coming October, we’re bringing the best ecommerce

marketers in one virtual event to help you come up with

actionable steps to grow your business and make the most

sales from the remaining months of 2021.

Stay tuned!

PESO
SUMMIT

www.pesosummit.com