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Intro Adam Trainor
Hey everyone, welcome. Today we are talking e-Commerce with Adam Trainor, the COO of Onfolio. Onfolio is a holding company that holds several online property businesses, and one of those brands is an e-Commerce business called Vital Reaction.
This one is in the health supplement niche, and Adam will tell us how he took over that brand, in the beginning, assessed it with different strategies and ideas, and then took those findings and converted it into actual marketing tactics. He talks about content marketing, paid media advertising, and how to structure the funnel as a whole.
If you want to get in touch with Adam or any guests of the show, please feel free to join our Facebook group. If you like this content feel free to subscribe, like and comment below. Stay tuned and see you at the inside.
Today we have a very special guest. His name is Adam. Adam has an interesting career background. He started out as an academic. He also went into entrepreneurship and started his own tutoring company. Then he transitioned into retail, first physically, then online. He was running an online e-Commerce store, which we are going to talk about in a bit. And now he is the COO of Onfolio, an investment fund that is investing into several online business properties, which we are also going to tip on in a little bit. So, first of all, Adam, welcome to the show.
Episode Highlights
Within the course of about a year and a half I completely transformed the company from a 100% reliant on affiliate revenue to about 80% reliant on marketing channels, organic SEO marketing, and grew it from about 20K revenue back up to about 80K in revenue, by the time I transitioned out. (6:35)
If you’re trying to scale an e-commerce company, that means being the Google Ads guy, being the Amazon guy, being the Shopify guy, being the SEO guy, you really have to wear all those hats. (13:16)
Most people probably aren’t converting. That’s why you got to go to the middle of the funnel and figure out, okay, now I got to get them to know, like, and trust me, see what the objections are. How do I build trust? How do I get testimonials? Then, you flush that out and then you have a sales funnel. From there, it’s a matter of iterating and tweaking and testing. (19:11)
One of your goals in any kind of business, whether it’s e-Commerce, even if it’s just a content site, if you’re monetizing the ads, you should always be doing email capture. One of the best ways to get people’s emails—with the lead magnet. (24:14)
You have to really understand the problem your customer has. You have to understand the language they use to describe that problem. You have to understand what that problem is creating in their lives emotionally, structurally, and how you can address both the real world, like rational thinking. (27:15)
Vital Reaction: The Beginning
I had a bit of a circuitous path to getting to Vital Reaction. Like you mentioned, I’ve had a lot of jobs. So, when I was an undergrad, I was working full time, when I was in college, working in brick and mortar retail. I worked my way up from a sales associate, so by the time I had graduated undergrad, I was managing a store.
It was a high-end sporting goods store in the Boston area. At the same time, I had also tutored pretty heavily throughout school, for school and then on my own. It was pretty lucrative and I enjoyed doing it. I got to a point kind of working in brick and mortar retail where, I mean, I learned a ton. I learned how to run a business. I learned how to manage people, which is probably the most important thing.
I learned a lot, but it was a big corporate company, and I got to a point where I was managing the store in suburbia that was super dead. And, I was still required to be there, 40 hours a week, even though I felt like I was just wasting my time. I did the math on how many tutoring clients I would need to quit my job and started a little company. It turned out it wasn’t that many. And so I took the leap and I never looked back. And so I ran a tutoring company for many years.
I grew that too, I think it was probably about a dozen tutors working with about a hundred families in the Boston area every year. That was a great lifestyle business. I was really happy doing that. Through that, I got into digital marketing. That was a big part of how I grew that business. First started with SEO, learned some paid media. Every full-stack digital market, everything you need to know to grow a business, I had to learn, because it was my company, I had to grow it.
I did that for several years, I really enjoyed that. Then, my wife decided that she wanted to become a chiropractor. I looked into it and it seemed like a pretty good, quality life. We thought it’d be fun to open up a good chiropractic clinic that we could run together, and for that be our future lifestyle business, once we became married and started our future together. So, she went to chiropractic school and I followed.
I left the tutoring company, we moved to New York and went to grad school. I went up, picked up a doctorate in chiropractic medicine and a master of science and clinical nutrition. It was super fun. But, I really miss business. I also really like business. When I left school I decided, instead of opening a clinic, I had a really interesting opportunity to take over a supplement company. And that’s where Vital Reaction comes in.
Vital Reaction was an e-Commerce company, and they were looking for someone that had the weird intersection of a background in health and digital marketing experience. It was a very niche skill set that I happened to have. I basically took over that company. I didn’t know this at the time, but at the time that I took the job, the company was in pretty sharp decline.
All the sales, they’d gone from a peak of probably about a $100,000 in sales a month. By the time I came in, they were doing about $20,000 in sales a month. That’s because the business was almost entirely driven by affiliates, and they basically lost a couple of big affiliate relationships and didn’t know how to recover.
The guys who had started the company had a lot of experience in business, but really not in digital marketing or online entrepreneurship. I remember I walked in and one of my first questions was, “Where are your customers coming from?” And it was just blank stares.
There was a lot of work to be done. Within the course of about a year and a half I completely transformed the company from a 100% reliant on affiliate revenue to about 80% reliant on marketing channels, organic SEO marketing, and grew it from about 20K revenue back up to about 80K in revenue, by the time I transitioned out.
Vital Reaction: The Product and Customers
Vital Reaction, like I said, is a supplement company. Their primary productis a novel antioxidant supplement. They’re kind of like Alka-Seltzer tablets. You drop them into water and they fizz up and effervescence. The way they work is, the tablets are basically pure magnesium. It’s got magnesium mixed with malic acid. When you mix magnesium and water with an acidic catalyst, you get this cool chemical reaction that fills a glass of water with millions of nanobubbles of hydrogen gas, and you see this white cloud fill up the glass, and then you drink that down.
It’s the best research supplement you’ve never heard of. There’s literally over a thousand peer-reviewed articles talking about all, there’s a lot of different benefits, but basically, it’s a really powerful antioxidant. I guess the TLDR is that there are these things called free radicals, which are bad. Free radicals are unstable molecules, they cause cancer, they destroy your DNA.
But, even really simple processes, like when you cut your finger, you feel pain and bleeding—the physical damage that’s occurring at the site is actually being caused by free radicals. It’s very fundamental to most processes that happen in your body. As we get older, our ability to make antioxidants, which are the antidote to free radicals, declines.
As we age, basically free radicals increase, antioxidants go down. It definitely contributes to a lot of aging disease, as you mentioned, cancers, etc. Vital Reaction sells really powerful antioxidants. So, as you age, it really helps keep free radicals in check and has a lot of positive benefits for a ton of different processes in the body.
We sell these tablets that you can use to infuse water with hydrogen gas. We sell inhalation machines you can use to breathe hydrogen gas directly. It’s pretty cool. when I first heard about it, I thought it was nuts, I thought it was total BS, but the more I got into it, I was shocked I’d never heard of it.
They’re researching this at Harvard Med. They’re doing studies at Boston Children’s Hospital. It’s very legitimate science. But you can’t patent hydrogen. No one’s ever heard of it, because there’s not a lot of big VC money interested in promoting hydrogen.
Transforming and Taking the Steering Wheel
For me, any project starts with analytics. You have to get data to understand what the heck’s happening so that you can diagnose what the problem is. You have to understand that before you even figure out what you’re going to do to try and fix it.
I started with getting a suite of analytics in place, like basic Google Analytics. Google Analytics is going to get you 90% of what you need—for most people. I think what Google Analytics is not good at is tracking behavioral-based triggers. You need some other CRM or e-Commerce platform that’s going to give you more information about customer buying behavior, so that you can then feed those to create audiences and collabing.
You need to figure out the analytics dashboard. When I came in, they were running a store on Wix, and Wix just really doesn’t give you any data. So, we migrated the store from Wix to Shopify, which is a much better, more robust e-Commerce platform in terms of data that you get out of it. Really, just trying to get a sense of what is actually happening with the site, what do people do when they land on the site, how do they interact with it, if people are buying, what leads to a buying behavior, if people are not buying, really dropping off, what are the friction points…
Then, using all that analytics data, to figure out—where are our customers coming from? What channels are driving traffic that turns into customers? And then, what is our cost to acquire those customers? Where’s our traffic coming from, how much are we paying for it? How much value are we extracting from those customers, once we convert them? Are we properly acquiring those customers, what are we charging for our product and what we’re making on a sale, is it enough to justify what we’re spending to convert?
How Long Does a Proper Analysis Take?
It probably took a while. I don’t remember specifically. When you’re running a company like this, one of the challenges is that there are real constraints around budget. The owner was very much tied to the revenue that the business was making, and they weren’t really reinvesting any of the profits. There was money to pay my salary and it was expected that I would do everything.
To a certain extent, you get away with that with some businesses. But, if you’re trying to scale an e-commerce company, that means being the Google Ads guy, being the Amazon guy, being the Shopify guy, being the SEO guy, you really have to wear all those hats. And so it’s not like you have the luxury of sitting down and doing data analytics for six weeks and really coming up with a nice plan.
You have to do everything all at once. It’s like trying to change the tires while the car is moving. The best time to plant a tree is 10 years ago and today. So, for things like data, where I want to know as much historical data as possible, what’s most important is just get that tracking code up. So, on day one, I’m sure I got all the tracking codes up.
Then, you just wait for the data to accumulate so you get enough information to make decisions. And there’s plenty of other things to do in the background while the data is accumulating.
Actionable Data and First Steps
It’s important to look at which channels are converting and then double down on those. However, there are also certain channels that I happen to know are going to be really important to focus on, no matter what. I broke my own rules and started there.
When I started, the site wasn’t getting any SEO traffic. I was doubling down on a profitable channel. I had cut my teeth in SEO, that was probably my strongest skill set going in. I knew the importance of SEO. Back to that planting-a-tree analogy; SEO is a long game. I’m a pretty big believer in content marketing. Every experience I’ve had in the world of online businesses has only affirmed that.
Content marketing really just means figuring out what kind of information is going to be interesting to your audience, and getting that information in front of them. Then, figuring out how to continue to have a conversation with them so that they get to know you, like you, and trust you, about your products, how it helps them achieve a desired transformation in their life, and when the time is right, they are ready to buy from you.
I just started pumping out a ton of content, did a bunch of keyword research and came up with a very SEO-driven content strategy. But again, because of my healthcare background, I was able to develop a really good content strategy. That did a really good job of answering all the pain points.
One of the challenges in trying to sell this product, you could see even in me trying to talk to you here. It’s complicated. There’s a fair amount of science. It’s pretty jargony. And it’s really hard to sell people a supplement they’ve never heard of, for something that they’ve never heard of, and to help them understand that’s something you might need.
What I had to do was to figure out, well, what do they care about? And that’s what I started to write about. I started to write about SEO-driven content designed to talk about how to deal with pain and inflammation, how to deal with headaches. trying to find specific use cases that could lead back to the product by finding people who had a problem.
So, you had a good SEO-driven content strategy designed to speak to people who had a problem and then created a bunch of lead magnets that created a bridge between their problem and our product. And then, used a combination of SEO and paid media to get that content in front of people so I could cookie them, retarget the lead magnets, get them on the email list, and get a sales system up and running.
I think about it in a few different phases of customer acquisition process. I always like to start at the bottom of the funnel. No matter what I’ll be doing, I’m going to spend money or investing something to try and get people on my website.
– [Marco] Correct. If I’m going to spend anything to get someone on my website, even if is SEO, I’m investing my time, I’m investing labor, I’m paying for whatever. I want to make sure that website is as rock-solid of a resource as possible and is as likely to convert customers as much as possible. That means starting at the bottom of the funnel.
That means making sure that my website is as optimized for conversions as I can have it be, with the limited data I have, making sure that all of my retargeting campaigns are in place, because the vast majority of people that hit my website are going to bounce, and I want to put all this effort into attracting someone to only never talk to them again.
So, making sure my retargeting campaigns were in place, making sure I had a good nurture sequence in place. To go with those lead magnets.
Email marketing. So, you have some email automations. I had something that I knew was sticky. If I send someone to that website, I know they are going to be trapped in my marketing ecosystem. They’d either get my retargeting ads, they’d end up getting emails, like an omnichannel experience with my brand.
Once I did that, then I started to think about, “Okay, now where are my customers?” Then, I skipped the middle of the funnel, and went straight to the top of the funnel and thought about, “Okay, so now what kind of…” The next thing you need to start doing is filling your pipeline. You need to start just driving leads into a funnel and it’s going to take a while to get results.
You need to make the top of the funnel really wide, but as relevant as possible. Then you start with really targeted content that addresses the pain points of the people you want to attract. Ideally, you want to do as little as you can get away with. Because, all this costs money and the more complicated my funnel is, the higher my average order value or lifetime value needs to be to justify all the steps it takes to get a sale.
Ideally, I’d love to just go up to someone in the street and say, “Hey, buy my product.” Not spend any money and have them buy my product. So, you start there, see if that works and then scale accordingly. Start with the bottom of the funnel, go to the top of the funnel, see if people convert, if they do, great, see why, and double down on that.
Most people probably aren’t converting. That’s why you got to go to the middle of the funnel and figure out, okay, now I got to get them to know, like, and trust me, see what the objections are. How do I build trust? How do I get testimonials? Then, you flush that out and then you have a sales funnel. From there, it’s a matter of iterating and tweaking and testing.
I make that sound pretty simple. It took me a long time to get all those pieces in place. I think the biggest thing to take away from that is that any of these things that we’re talking about, like Google Ads, like email marketing, they’re all just tactics. They are only as useful as their role in your larger strategy.
Different Types of Buyers
I think it’s in the “StoryBrand” book, the author’s name is escaping me at the moment, but he has a really good metaphor for marketing, where marketing is—will you marry me? And, most people say no. So, you say, “Well, how about a coffee?” And you take ’em out for coffee. And then if they go out for coffee, ask them to marry you. Right. And if they say, “Yes”, great. If no, you’ll say, “Well, how about another date?” That’s basically what marketing is. You keep courting them until they’re ready to convert.
And one of the problems that a lot of new marketers or people that are fresh in the industry make is—they run out to everyone they meet. And they demand that they marry them. And that’s their only interaction. If you were actually trying to get married in real life, and your only plan was to run people in the street and ask that they marry you, you’d have an incredibly low success rate. You might get lucky, right? I’m sure you would find someone, it’s a big world.
Whereas, if you focus on figuring out who is going to be interested in what you have to offer… What are they like? What are they interested in? How can you bridge that gap? How can you get them to know, like, and trust you? That’s dating, that’s marketing. That makes sense.
Someone’s going to land on your content, whether it’s through an organic visit, if you’re paying to get this content in front of somebody, if it’s a guest post, however they find you, they’ve landed on your content. 99.999% of people are going to bounce and never come back. And you’ve invested all this marketing activity to get this person and they’re gone and you’re never going to see them again. You just wasted all the time and money.
That means you need to figure out a way to get them to stick around. That means you need to get them off of a channel that you’re renting. Because, if you’re getting traffic from Google or Facebook, you don’t own that traffic, you’re just renting it.
You need to get them off a channel that you’re renting and onto a channel that you own. Typically, that’s email. I’ve seen numbers for email marketing, you get an ROI anywhere between seven to $42 per dollar invested. Those numbers are probably somewhat arbitrary. But the moral of the story is, because it’s an owned channel of qualified leads, email marketing is always going to be one of your most important ROI centers.
One of your goals in any kind of business, whether it’s e-Commerce, even if it’s just a content site, if you’re monetizing the ads, you should always be doing email capture. One of the best ways to get people’s emails—with the lead magnet.
Think about your own experience in your own life. If you’re on a website reading about something, we all get inundated with an offer like popups. We get inundated with popups asking for email and especially in our world, we’re pretty internet savvy. We get pretty blind to those things. It’s important to remember that most consumers, especially for Vital Reaction, it’s targeting an older demographic, probably 50 plus.
For a lot of these people, they’re still not digital natives. Things that we may think are a waste of time are still very effective, popups are still very effective. Think of your own behavior. You’re not just going to give your email away unless it’s something of real value, unless you really want to learn something or know something.
If you imagine people are listening to this, they are probably in the Google ads audience. Imagine you read some blog about Google ads and they’re like, “Hey, if you give me your email, I’m going to give you the exact tactic and case study I used to get this business from 500 a month to two grand a month.” You put your email because that’s real value and you want it. So, that’s what you got to do.
I think a mistake a lot of marketers make is that they want to create something that looks like something their audience would want. Just create something your audience wants, find out what your audience wants and really spend the time and money to make a quality guide, or, in our case, we usually use eBooks.
An angle on Vital Reaction is anti-aging. There’s this really popular book called the “Blue Zones”, which talks about the world’s longest-lived peace bowl. And they live in these clusters around the world they call Blue Zones, and they have habits in common. We took that idea and turned it into an ebook. Like, discover the habits of the world’s longest-lived people.
If you’re interested in anti-aging and you see a book that’s like, discover the world’s habits of the world’s longest-lived people, based on real science and data, that’s going to be really appealing to you. You’re going to give your email. And moreover, you’ve indicated to us that you’re interested in learning about anti-aging. Then I’m going to pump you with content that’s just going to keep adding value. So, you’re going to get to know me, like me, and trust me and take my recommendations when it comes time to sell.
How Do You Make Sure You Really Understand the Customer?
This is another thing that I think a lot of digital marketers tend to skip over, and this is real marketing. Absence of usual marketing is real marketing and you really got to know your customer. Really good sales is customer service. You have to believe that whatever you’re selling is really the best solution to whatever problem your customer has.
In order for that to be the case, you have to really understand the problem your customer has. You have to understand the language they use to describe that problem. You have to understand what that problem is creating in their lives emotionally, structurally, and how you can address both the real world, like rational thinking.
But more importantly, the emotional, kind of secret language that they’re using to talk about this problem themselves. And, more importantly, you have to effectively communicate how your product or service will affect a transformation in their lives that solves this problem. In order to be able to do that, you have to learn a ton.
We do customer surveys, getting on the phone with customers, doing interviews. That was one advantage when I started with this company, I was literally doing everything. I was on the phone with customers all day, every day. I would have very long conversations with them because I would learn a lot about them.
And one of the things I learned is, they like to talk about themselves. It was really useful. I got to really understand what their problems were, how they talked about them, the language that they use… I started to put that language in emails, in sales copy. It definitely makes a huge difference.
Let's Talk Paid Ads
I screwed up a lot. I made a ton of mistakes, not necessarily at VR, but over the course of my career to learn all this. You have to do a ton of trial and errors, it’s not like you’re ever going to get out and have this perfect experience where you execute this perfect marketing strategy and you’re just going to print money.
Sometimes that happens, but almost never. You have to screw up a lot. I’ve listened to a ton of these podcasts, we listen to these experts that just make it sound so easy. And you’re like, “Oh, you’re all fired up.” You go out and you do it. And then, you’re sitting in front of a blank WordPress screen, and you don’t know what the hell to do. And that’s fine. That’s real. I’ve been there.
I guess I just want to make sure people understand that what you hear in these podcasts is decades of experience. It took a lot of learning to get to this point. If you’re struggling or if you feel overwhelmed or if you’re not having successes, that’s normal. You’re doing the exact right thing.
How Do You Treat Customers Coming From Paid Ads?
Paying for customers—it’s an arbitrage game. You got to figure out, can I pay to get a customer for less than I make off that customer? And so the variables you’re really looking for there are your real cost per acquisition. What does it actually cost for you to get a customer? What is the average order value of that customer? What is the lifetime value of that customer?
You need to understand those numbers and you need to have a way to measure those numbers before it makes sense to spend money on paid advertising. If you are not able to measure attribution and to measure customer value, you are going to waste a lot of money. Before you start spending paid traffic, and then in terms of tools there, you can get really sophisticated. It depends on the amount of money you’re spending.
The good news is, if you’re spending a ton of money, there are really sophisticated tools that can help calculate these things for you, but they are expensive. It’s really important, in the early stages, to understand how to calculate these things yourselves as best you can. And then as you scale up, obviously there’s software that can help.
You got to figure out, what is my cost per acquisition and is my AOV high enough to justify it? That’s usually where I start. AOB generally is the most important, or the easiest, combination of the easiest/most significant levers with which you can affect to really change outcomes in e-Commerce.
Start looking at AOV, is the AOV enough that we’re profitable on that first acquisition. If so, great, let’s spend a ton of money on ads. You got a profitable funnel and so scale it until it’s not profitable anymore. If you’re not profitable on that first acquisition, which is often the case, then there’s a few things to diagnose.
There’s the ad side where I would kick it back to Marco’s agency and say, “Hey, Marco, can we do some work on keywords? Can we play with our bids? Can we see if we can get customers at a cheaper price?” And then, on the website side, I need to see, well, what can I do with average order value?
One of the lowest hanging fruits that most businesses don't have is just a simple point-of-sale, one-time offer. If you can get a point-of-sale, one-time offer… I've seen as low as 30, which is pretty high, and as high as 70% of customers take advantage of one time offers and that can really drive up your average order value.
One time offer should be too good to say no to.
It should be closely connected to the product they bought. It should either somehow enhance the experience or be necessary to complete the experience of the product they bought. It’s generally best to just sell more supplements. Or even more of the same supplement. It really depends on the vertical.
At Vital Reaction, we have three bottle upsells. We have six bottle upsells. We have three bottle down sells and it’s really important to keep testing because you don’t know what’s going to convert until you try it. Often, your intuitions are wrong. It’s really important to test. Can you get that AOV high enough so that you are profitable at point-of-sale? If so, great.
You’re able to campaign-spend a ton of money, until it’s not profitable anymore. The last thing to think about is the other number I mentioned, which is lifetime value. Whether or not you can get the cost per acquisition and the average order value and within parameters that work, you should obviously focus on lifetime value. Lifetime value is the total amount of money that they’re going to spend with you over the life as a customer.
If you can figure out how to sell them more stuff overtime, you can afford to spend more to acquire ’em on the front end.
I sell you a $60 bottle of supplements on the front end, and maybe I lose money on that. Maybe it costs me a hundred bucks to acquire a customer, but maybe I know some percentage of those customers will sign up for a subscription. And I know that the typical subscription customer stays on for X number of months.
I know that my lifetime value suddenly goes from that initial purchase of $60 to, I don’t know, maybe $500. In which case spending a hundred dollars to acquire a $500 customer—assuming I make the money back in time to pay for my advertising bills—makes sense. That’s the other thing you have to think about, how long it takes you to get that lifetime value back.
if it takes you two years to make that 500 bucks, it might not make sense to spend the 100. But, those are the variables I look at and think about, those are the constraints around advertising campaigns.
You have to look at those metrics to get a sense of the true profitability. Otherwise, you’re just running blind if you’re just going for the immediate sales, which I see a lot of companies out there are still doing.
I would argue ROAS is not a great metric.
I've never cared for ROAS. ROAS is meaningless without context. If I don't know my lifetime value or my average order value, or even my real cost per acquisition, I have no idea if a ROAS is profitable or not. it could be like, I need my ROAS to be 30x in order to be profitable. Maybe you're reporting at 20x ROAS, and that sounds great on paper, but we're still losing money.
You mentioned whoever spends the most bucks in paid advertisement will win. You can ensure that by strategically looking at your product portfolio, and think strategically on your roadmap there, what products support each other to get this AOV and lifetime value up.
The inverse of that is, whoever can extract the most value from their customer, can afford to pay the most.
What's Your Main Inspiration for Marketing?
I’ve listened to every digital marketing podcast under the sun. I spent a lot of time in the car. I was driving all over the state above Massachusetts. I basically got an education in digital marketing from podcasts. It was actually really valuable. Don’t knock podcasts like this one. Authority Hackers have really good podcasts, still. I listen to that one.
Ezra Firestone is a great resource.
I’ve really enjoyed his e-Commerce stuff. I really like Isaac Rudansky for Google ads. It’s AdVenture Media, I think.
He’s got great courses on Udemy.
His courses are probably the best Google Ads courses I’ve seen. Ryan Deiss’s digital marketer material is excellent. Back when I was using it, I think there was a product called the DigitalMarketer Lab, it was maybe a hundred bucks a month. It gave you full access to all their education. That was a really good resource. Matt Diggity’s got a bunch of good courses. I’d recommend all of those.
The Authority Hacker guys are good on SEO, as well. Who else do I really like? E-Commerce, JUICE is a good podcast. I like that one a lot. Perpetual Traffic podcast is good. Social Media Examiner.
I read everything, I just read everything. There’s a lot of good resources like Twitter. I’m a big fan of Digital Marketing Twitter.
I just follow a ton of people on Twitter. I find that that’s a good source, like information curation and then my own personal network. I’m very fortunate that I work at a company with a ton of high-level digital marketers. Everyone’s always constantly sharing articles and various select channels.
Finally, Onfolio: Brief Intro
It’s actually not an investment fund. It’s a holding company. Important distinction.
We are a holding company and we acquire and operate online businesses of all different flavors. Basically, they’re divided up in a few different portfolios and we have a mix of different agencies, different digital marketing agencies, a couple SEO agencies, e-commerce businesses, content sites, a bunch of different, like digital courses.
We’re really all the different business models you can imagine existing on the internet. We operate in. Long story short, Vital Reaction at the time I was working for it, our mutual friend Dom, who started Onfolio, reached out to me about coming to work with him at Onfolio, and Onfolio decided to just acquire Vital Reaction.
I went to work for Onfolio and I started managing a portfolio of companies for them, and I did that for about a year and a half. That portfolio included Vital Reaction. Earlier this year, I was promoted to COO of all of Onfolio. That’s been a really great experience as well.
How Many Brands Are There?
We have a couple dozen brands total right now and I would say they cover all the areas of online business models you can imagine. What those turn into is e-Commerce, different kinds of agency models, services, digital products or digital courses, and then content sites. So, basically, like SEO plays that are monetized through affiliate offers, ads, stuff like that.
We are about to IPO. We’re going to be listing on the NASDAQ in the very near future. Our stock will be available for trading. If people are interested in investing, that will be an option in the very near future, which is very exciting.
How to Get in Touch
I’m terrible at social media. I have absolutely no presence. I’m a complete lurker on Twitter, but feel free to email me at [email protected].
I love connecting with people. You can find me on LinkedIn. I’m pretty findable, but I’m happy to connect with people. Love talking business, love talking shop, and we’re always looking to acquire. If you ever have a business that you’re interested in us taking a look at, definitely reach out to me. Yeah. I’d be happy to connect you with the right people.
Awesome, Adam, thank you so much, and have a great day. We’ll speak again, sure.
