Hey guys, Blaine from DTCpod here and I've got something you're gonna like. So if you're anything like us, bringing highly talented Vas or virtual assistants into your operations and workflows is a big part of running a business. But oftentimes the hardest part is sourcing and vetting talent, especially at an affordable rate. And that's where more now comes in. They source and match you with top talent from the Philippines across finance, supply chain, operations, marketing and whatever else you may need. And the best part is, they're super cost effective and back their talent with a twelve month guarantee. So go to Morenow dot co or check the link. I'm dropping in the show notes to learn more about Morenow and start offloading some of the most tedious tasks off your plate.
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#320 - Sipping Success: How Andrew Huberman Is Crafting a Healthier Caffeine Fix with Nicolas Beaupré
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Blaine Bolus
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Nicolas Beaupré
00:00 HubSpot's sales hub offers powerful AI tools. 05:54 Started mate business after seeing Shopify ad.
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“Keeping up your momentum this year starts with the right selling tools. And if you're looking to increase revenue, grow faster, build more pipeline, and close more deals, check out the all new sales hub from HubSpot.”
“And what really brought the business into something, I'd say, more and more interesting and scalable is the ready to drink wine.”
“This is less versatile, I'd say, for the north american crowd. And as well, they saw that if you consume, some studies have shown that if you consume very large quantities of smoked yervomate, there's some cancer, concern for the throat. So it was not ideal.”
“The long way of saying the education part is so important to a customer in terms of trying adopting a new product.”
“It's the only plant on earth that combines caffeine that we all know, theobromine, that we can also find in cacao and theophili. And the combination of these three really creates the unique superbalance effect of yobarate.”
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We've had a bunch of success working with them and their Vas in our workflows, so excited for you guys to check them out. So before we kick off today's recording, I've got one more for you. Keeping up your momentum this year starts with the right selling tools. And if you're looking to increase revenue, grow faster, build more pipeline, and close more deals, check out the all new sales hub from HubSpot. You'll be able to manage your whole sales process. Plus my favorite part, the reporting. It's super intuitive, powerful and customizable. Plus the whole thing is powered by AI, so your teams can spend less time on tedious, time consuming stuff and more time on developing relationships. Also, no one likes a clunky platform that takes months to onboard onto, but getting set up on sales hub is really quick and easy. It's free to get started. The pricing will scale with your business, and with more than 1300 integrations and add ons, you can tune it to your exact needs. Visit HubSpot.com sales to start selling with Saleshub.
What is up DTC pod? This week we have the pleasure of speaking with Nicholas Boprey, who is the co founder and CEO of Metaina, which is a hand yurvamate drink which is of particular relevance to us and the show because they have not only successfully scaled the brand over the last couple of years, but they've also partnered with a massive creator to do so, as you'll learn more from Nicholas in this episode. So anyway, before I end up spoiling it, Nicholas, I'm going to let you kick us off. Why don't you tell us a little bit about yourself, your background, and how you got the inspiration to start building Metaina.
Yeah. Hey, thanks for having me. To make long story short, I'm coming totally from a different field, but a little over seven years ago, I was in civil engineering field, so doing something completely different, but I was with my partner, which I started the business with led. And I've always have love for languages. I think it's an amazing skill in business, in travel, and when you're traveling. So I've decided to do this trip in South America. I wanted to do an immersion trip to go learn Spanish and become fully fluent. So back in 2016, yeah, I sent my CV to a bunch of ski resorts in South America and decided to go teach ski in South America.
So I left in June, which is the beginning of the winter down there, and fully immersed myself. It was a crazy experience, but on the first days over there, I got to experience my first mate. So a lot of Argentines working on the ski resorts that shared mate with me and really appreciated the effect. So I was not particularly someone who enjoys tea or natural products before. On the other side, I used to drink like five to six coffees per day in university, so really enjoyed the kick of mate. It also made me feel super different. I think this is something that people feel when you have your first mate, it doesn't feel like anything else. It almost feels like you're having your first coffee, for example.
So the component in the matte, they really give you a different energy boost. And at the beginning, I often say that as a joke. It made me feel like when you're having one beer and you don't speak your native language, you put the words together more easily. So it made me feel like that. And I got to say, teaching ski at the beginning in another language was a pretty big challenge. In southern Chile, absolutely nobody speaks French, which is my first language, and English neither. So it was pretty tough at the beginning, so I rapidly brought mate into my daily routine. I met with my partner, Elo, during this trip.
She was the first person I shared mate with. And we really felt a good connection with the effects, but also the culture, also like the ritual of brewing your own mate. So we became Materos, as we say for mate enthusiasts. And we brought this back with us in Canada. And a couple months after, with a couple kilos in my backpacks, I continued to drink mate on a daily basis. And I got so many questions. For sure, it looks different. I still drink it today with the metal straw.
So with the gourd and bombia, the traditional way of drinking it. And, yeah, you get a lot of questions and people are asking, what are you doing? Essentially. So just by talking about it, sharing what it is, I saw huge interest. I also saw that it was very hard to find here in North America. So a couple months after, and actually this is a story I don't often tell, but I saw an ad for Shopify. They were explaining how easy it is to set your own store. Always love design as well. So I started working on a store, not knowing exactly what I was going to sell, but I just got the idea, okay, I'm going to sell mate, which is a very hard to find item in Canada.
So launched the e commerce. At the beginning, we were selling the brands from South America. It's all spanish packaging. It's not a product that's adapt to north american crowd. So a couple of months after I decided, okay, it's working, I'm getting orders, and there's definitely a huge interest, but the product is not adapt to North America. So we decided to flew back in the motherland of Yorbamate, met with many suppliers down there, learned a lot about the agriculture side and how the plant grows. And on the second trip, we met with a farming family that we partnered with. They really believed in the project and they actually grew one of the best tasting mate on earth.
That's air dried, that's fair trade organic. So we found this perfect fit. We came back to Canada, got to work on different blends, we created the brand and really launched what Matina is today. And it really started slow, exclusively online. And a couple of months after, we jumped into retail, selling to different natural stores. And from there we just grew very steadily. And what really brought the business into something, I'd say, more and more interesting and scalable is the ready to drink wine. So while doing some sampling events with the Lucifer mate in the summer, I started to brew some batches of cold brew and adding some other ingredients, and we saw that people really enjoyed this cold version.
So we got the idea, okay, we absolutely need to make this into a ready to drink. So the R and D process started. Took almost like a year and a half to put that together. I really had a vision of something very different, non carbonated, that has over 100 milligrams of caffeine, very low sugar, and that tastes actually very good. So we got to launch this in late 2019, and it really brought the business onto a next level. People really enjoyed this cold version, and from there we just grew almost like 60% per year steadily. And, yeah, it was a crazy journey.
Wow. Okay, so a lot to unpack there. This is awesome. So you went down to South America, you found this drink that you like. You realize that you're, you know, I know there's a lot of Shopify presence in Canada, so you wanted to spin up a Shopify site and start selling. When you first started to sell, are you saying you were basically importing product that was already packaged, ready to go, and you were just kind of being a store that, an online store that you could select different matte products? What were your first product offerings that weren't your own that you were kind of selling?
In the beginning, we were selling the Yerba mate brands from Argentina. Amazing.
And what was that process like? Was there anything you needed to do? How much quantity were you buying? What were you bringing in? What were you stocking? What did that look like in the early, we just.
We were just importing smaller quantities, like pallet size. But this literally happened over the course of, like, four to five months. It was really short because the brands from South America, and this is how they enjoy it, but they drink smoked variety of yerbamate, and, well, this tastes pretty good, and I don't hate smoke yerbamate, but this is a lot stronger. This is less versatile, I'd say, for the north american crowd. And as well, they saw that if you consume, some studies have shown that if you consume very large quantities of smoked yervomate, there's some cancer, concern for the throat. So it was not ideal. So we made, like, two orders from Argentina of these brands. And right after that, we saw like, okay, there's a huge opportunity.
It's working. We're getting orders, but we'll have to do a lot of education. We'll have to work like, it's going to be a tough ride, so we might as well do it with a product that we're proud to sell and to do it with our own brand, for sure.
And so I'm interested in who was the initial buyer of the first sort of yerba mate you were bringing into Canada. Was it people who already were familiar with Yerba mate? Was it new people? And how were you acquiring these customers? Were you just running ads or how did you kind of drum up that first little demand? And who was that ideal customer that was buying from you? In the early days?
I'd say that at the beginning, it was mainly word of mouth and people in coast community here in eastern Canada. So it was very small at the beginning. I'll just say that I was getting six orders per day and I was all excited. It was very small. But after that, we learned about the process. And we started to run some Google Ads and Facebook ads. But I'd say that most of the consumer base at the beginning was word of mouth. And customers that we met during sampling events, sports events, we've done over hundreds of these was a lot of work at the beginning.
But as soon as you're starting to get new customers, people, especially with something new and unique about your bamate, people are proud to share it with their community and surrounding. There's not a lot of things today that people don't know about. We're pretty informed on everything. So that's something very cool with mate. Like, people that learn about it are very excited to share it with their people.
And that's the next question I have was going to be about the education component because me, myself, and we'll get to this in a little bit. But the way I found out about yerba mate, probably like, I don't know, three or four years ago or whenever Andrew Huberman launched his podcast, I was listening in, he was talking about how he drinks mate because there's no jitters. And for me, I'm pretty sensitive to coffee and caffeine. So I instantly went out and I just went to Amazon and bought some random batches of leaves and started drinking. The long way of saying the education part is so important to a customer in terms of trying adopting a new product. So you said that word of mouth was a big factor for you guys starting on, but what type of messaging did you have? What was like the brand communication, whether it was to customers, what were the value props that you were selling and how did you put customers in a position to want to evangelize your product so early on?
So I think really explaining what it is and putting the information and letting people know that it's not a tea actually, that this is a completely different plant of its own. And explaining what's the alkaloid structure like, what are the stimulating properties of the plant? This is what really brought interest, actually, mate. It's the only plant on earth that combines caffeine that we all know, theobromine, that we can also find in cacao and theophili. And the combination of these three really creates the unique superbalance effect of yobarate. So just by explaining that it's a plant that grows exclusively in South America and really putting it differently than coffee, matcha and energy drinks, I think people really resonate with that. Caffeine is, I think, the number one consumed drug worldwide. So people are definitely looking for alternatives and we all went through this path of having too many coffees per day. So I think people naturally, especially with this timing, were ready to try an alternative like that, if that makes sense.
Yeah, absolutely. The next question I had was around initial financing for what you were doing. Did you guys source outside capital? Was it all totally bootstrap? How did you think about capital in the earliest of days?
Yeah, so for the first three years it was 100% bootstrap. After that, we got a private investor in that, helped us to manage the growth, but not too long after that. So the way our business model is built, so we're a brand, we don't own a facility. So we were seeing this point where we would need to raise more money. So we started to look around to partner with vcs and to find external funding. And at some point we connected with tiny. I don't know if we want to share this story just yet, but we got connected with tiny and they wanted to get involved in the Yerbamata industry specifically. So exactly when we were looking for it, we found the best partners for that.
And something that also allowed us to grow without, for quite a long time, without any funding, is the fact that the business always have been very strong on the d two c side. And as you may know, d to c orders, you get your money within three to five days. So it's a lot easier on the cash flow than working exclusively with retail partners that usually take like 45 days to pay you, and you'll often get like half of your check because they take so many deductions.
Yeah, absolutely. And that was one thing I was really interested when we were chatting offline was the fact that almost half your revenue comes from D to C for a beverage brand. That's wild. That's awesome that you guys have been able to grow that way. And I think even just for people who are listening, thinking about starting businesses and considering cash flow, it's such an important part. And a lot of times you don't recognize how valuable having that cash flow is, especially in the early days of the business where not only are you broke, you're financing your own inventory and you're waiting in some cases 45, 90 days for payment terms, whereas at least going D to C, you can get paid out quicker. So I think that's awesome. That's a great way to get set up and take things to market.
We are really excited to announce that DTCPod is officially part of the HubSpot podcast network. The HubSpot podcast Network is the audio destination for business professionals and we're really excited about being part of the network because we're going to be able to keep growing the show, bringing you guys amazing guests, and obviously helping you guys learn from the best founders, marketers, and builders of the most successful consumer brands. So, anyway, keep listening to DTC pod and more shows like us on the HubSpot podcast network at PodcastNetwork. Now, I want to move the conversation towards something that you said you spent a lot of time with, which was formulation and moving this product from kind of like a shop where you're curating different sort of goods to turning it into your own ready to drink product. So what was your process there? Who did you work with that could basically work with you to formulate and bottle your drink? What was that whole process like? How much investment did it require? What did your first batch look like? Just take us through that whole process.
Yes. So, like I said earlier, this took almost a year and a half to develop. So having a recipe that you make at home in a big jar is much different than brewing 10,000 liter batch. So essentially, I really learned by myself how to do it. And the reality is that no one is telling you how to do it. There is no footprint on how to create a beverage, especially something unique, like what we do, like a non carbonated, functional beverage. So I had to learn, and by meeting different suppliers, I was getting a little more information every week. So putting all that information together at the end, I managed to see how it would become possible.
At the end, I got very lucky and met a copacker that agreed to help us brewing the first batch in a smaller volume. So we didn't have to go bing right at the start, because you never know how it's going to turn out when you make this batch, like 100 times bigger than what you were doing in your kitchen. So, found the right copackers, and we've done a couple trial runs, we've done some mistakes for sure, and lost a couple of cans along the way. But I think it was a fairly smooth process. And once we figured out how to do it, I'd say that's our own business secret. So we now know how to do it. So right now, we're setting up new copackers, we're creating new recipes, and I've kind of created my own system, my own spreadsheets, where I can calculate everything and put everything together, so it's a lot simpler. But it was essentially a full year and a half of me looking around, asking questions, calling people, and just saying that you're curious and they give you an information and you figure out something else.
But literally, you just have to do it right.
You just have to start. You have to pick up the phone. No, I think that if you can obviously learn, but at the end of the day, every business is a little bit different. And figuring out the formulations, especially in innovative products, you're going to have to be the one driving the ship. So you just spoke briefly a little bit about your process. How do you think about innovating? What are the factors that you're pulling into making these decisions? When it comes to formulations, what are you thinking about when you come up with a new formulation or try to.
Find something that works? The original Matina recipe was literally like the beverage that I've created for myself, for my specific taste. I often found that those beverages on the market are way too sweet. They either taste very sweet because companies use a lot of sweeteners and they're overpowering, or they are just full of sugar. So at the beginning, I wanted to create something very different, like I said, balanced for my taste. And I think we got lucky and people really enjoyed this formula. But in terms of decision, always keeping something that's close enough to what the real thing is, to what mate is supposed to be. So we're not creating a completely different beverage that's using yerba mate as the main ingredient, but just creating a yerba mate that's adapted to the taste that people have today was the big goal. And like I said, the more I create new formulas, the better they are each time.
So it's getting easier and easier.
Yeah. And I guess what I mean by that is, what considerations are you making when you're making the formulation? Is it purely taste? Are you thinking about margin? Are you thinking about ingredients that go in there? What are kind of the different variables that you're trying to optimize for to come up with your desired formula?
Yeah. So at the beginning, like, the first line of product that we launched, I wanted them to be 130 milligrams of caffeine per can, a maximum of 8 grams of sugar, and non carbonated, like I said. So these were my things to respect, and we managed to do that. So when I create a new recipe, I always know what I want it to be. It's either a different amount of caffeine or, for example, we developed in the past months a zero sugar flavor. So before starting the RND process, you already know what it needs to be, what the final product needs to be along the way. You might figure out, like, okay, this is not going to work that way. It's impossible that this will taste good at the end.
So you change some things and you find a new ingredient, but you just have to do some trials and error, and at some point you just find the right balance of everything and it tastes good.
Yeah, I love that. That's how you simplify. You kind of pick your goalposts and you make sure it tastes good.
And just to complete that, I think.
Today.
You can't use certain ingredients. You can if you want to create a very basic beverage. But we've always stayed away from conservatives and artificial ingredients. So for us, it's always, we work with lemon juice, for example. For acidity, we work with natural sweeteners. So we have Sweden varieties, so we use organic cane sugar or not Sweden. At the beginning, we knew that we were either going to use, like, stevia or monk fruit. Something natural and aspartame always have been out of the equation because, yeah, today, especially for something natural that you're looking to sell eventually into a whole foods or like a natural grocery chain, they don't allow these ingredients in your.
No, that's awesome. And that just goes to show, like, when you're coming up with a formulation, you need to have an idea and you need to be the one driving the ship here. So my next question around the brand and the product development side of things. Right, right now, you guys have a bunch of different products available. You have several different flavors, you've got some different bundles. So moving on, from once you had the first one set up, how did you think about segmenting your different product? Skus, how much inventory were you needing to stack of each? How did you think about breaking everything down because you had a hero product that was working. How did you decide what else needed to be built and then what other supplementary products would kind of complement your hero product stack?
So everything is starting from the raw ingredient, the raw yerbamate. So this is how the business was created with the loose Leaf organic Yerbamate. So still today, this is one of our top selling product, and this is a fairly simple product to manufacture and to import. But aside from that, the ready to drink is a completely different operation. So like you said, on the inventory side, it's a much bigger challenge, and we have to stack a very large inventory of raw material before even transforming it. So dealing with, like, if you speak with anyone in the beverage industry that uses cans, this is probably the biggest challenge because these take so much space, they take so much time. To receive, and the minimum order quantity is massive. Where I was going with that, it's just another game.
I'd say that always, like, 75% of our inventory is represented by the ready to drink line. It's taking a lot more space. It's a lot tougher on the cash flow. But the way that Matina was created and the way I envisioned the brand is that we're not a ready to drink brand, we're not a tea brand. We're really a yerba mate, and we want to offer a full product line. So different ways to enjoy the benefits of this plant. So we're definitely working on new products in the future to make it available in different forms. And knowing that it's very hard to deal with cans, it's either on the inventory side, the weight, the space it takes, and the shipping cost.
We're definitely leaning towards lighter products, products that are easier to deal with. So definitely that answers your question.
Are you guys doing anything more on the loose leaf side of thing, or are you just really focused on the ready to drink side for now?
I would say that before, and very, very surprised with the launch in the US, because on the canadian side, the loose leave was representing probably like 25% of ourselves. So it was a smaller chunk of the business. But in the US, I'm very surprised that it's almost like 40% to 50%. So people really seem to be looking for clean source of yobamate. So it's very interesting to see.
It's interesting, right? I'm even thinking, when I heard Huberman talking about it, he'd be talking about it's the leaf or whatever. Maybe that was just an idea in my head, but I remember when I first saw, the first thing I purchased was like, the loose leaf version. And I made it at home and I liked it. It was great. And then I saw the cans and I was kind of like. I almost thought of the loose leaf first. But anyway, I just think, like you're saying, that's kind of interesting how different markets perceive products in different ways. And maybe people in the US like, sure, you've got the ready to drink crowd that it's going to sell well in retail, but maybe people who want to just buy it quickly and get into their own routine, they like having the option for the loose leaf as well.
I think these are different demographics at the beginning, what we've seen so far, it's either one or the other. So people that will want the raw version and nothing else added to it, and they'll enjoy the loose leaf and they'll appreciate the bitterness and the green taste of it because you've tried it, it's like loose leaf. You're bomati, you're not drinking it necessarily because it tastes super good. It can be hard for some people the first time. So we either see the purists that really enjoy this version, they'll get a gourd and the bombia and they'll drink it traditionally, or it's either the other side, like, okay, I want the quick, cold, easy to drink version. I want a little sweetness to it. And I think there's an in between of people that they'll use the ready to drink as a gateway into the yerbamati world. And at some point, and I think this is something very cool, like there's different levels.
Like you can go from the can to brewing a french press and then trying the gourd later on. So there's so many ways to drink this, plant, this infusion. So I think this is very interesting, but so far, like I said, it's one or the other.
I just think it's a really interesting lesson for different sort of D to CPG, whatever founders is the fact that sometimes form factors and meeting your audience where they are is like a big thing, because then you can always educate upsell, cross sell as the brand kind of develops and persists. But ultimately, if a new shopper has an idea of like, I'm buying Yerba mate and I'm buying a loose leaf yerba mate, for example, in their head, and they already have that in their head, and they land on your site and then they see the option to buy it, they're going to be like, okay, sweet, I'm going to get that. And then maybe when they see you're ready to drink in the store, they're familiar with the brand and they can make that jump over, I just think it's a really interesting sort of conundrum to solve for for founders with maybe limited resources who are starting to scale a business just understanding the strategy behind form factor of their products, which I think is really cool. And you guys have clearly done a great job of that as you think about navigating new markets. So Nicholas, the next thing I wanted to talk about is the really exciting partnership that you guys are just kicking off with Andrew Huberman. You guys, like you said, you've scaled to millions of dollars in revenue already by yourself, organically built up the business over time, found your true fans really leaned on word of mouth and organic to grow and now you're able to layer in some real jet fuel into the growth of the business. So why don't you tell us a little bit about how you came across Andrew in the first place, how you guys found the synergy and then how the deal started to come together.
Yeah, so like I said, I was looking to partner with potential VCs and got this amazing email from someone at Tiny that said that they wanted to get involved in the space. So opened the conversation with them and not too long after I learned that Andrew Uberman was involved in this deal. I've been a big fan of the podcast for the past like two years. So really I was super open to this partnership. It was very interesting right at the start. And I think also the fact that tiny, I think they're not most vcs that are just looking at growth, I think they're looking at genuine companies. And profitability is also something important as well. They understand the D to C space and this is something truly that aligns with the vision that we had for the brand since day one.
And as well, Andrew being longtime mate drinker and actually being someone that can talk about it and help us educate. So a big part of our mission since day one is to educate people about yerbamate, to make it highly accessible. So for sharing, having someone like Andrew on the team was just a no brainer for. So it happened very fast. I'd say like in five months, a little less than five months, the deal was completed. And yeah, a couple meetings after we were ready to go and actually not ready to go, but ready to start working on this US launch. And something like the vision that Andrew and Tiny had for Matina was to have the business up and running as soon as possible in the US, shipping from uS fulfillment centers. And they also had a special request to have a sugar free drink.
It was not on our short term plans to launch a sugar free, but we got to work. It was probably a little harder than the other flavors, but we got to launch like a very nice, and I'd say innovative beverage with zero sugar. And Andrew is a big fan of it. I think he's having like three to four cans a day, so good feedback from them. And actually we collaborated on the R and D of this flavor. So we had a couple sampling, meeting and sampling meeting and brainstorm on the ingredients that we would use for that new formulation.
Yeah, I think that's so cool. And this is why a lot of times, if you're a brand and you're working with a creator you want to find that alignment. So the fact that on your side you were able to find the capital and the distribution, that really lined up with what you were trying to do in the longer term. And then at the same time, you found the creator partner whose interests and genuine interests that just align perfectly with your product. So what you can bring to the table, it's like you've got the infrastructure to build and to formulate and to bring this product to market, and they've got the capital and distribution for the awareness. So it's a really awesome partnership to come together. And how does that change the business and what you guys are doing? I know before you were mostly focused on Canada. Now you're opening up into the, like, how do you even set up or plan for projections in terms, know the amount of inventory you're going to need to deliver on the places that you're going to like from the strategy side of things.
How are things starting to play out now that you've locked down the partnership, you formulated the product, and you're ready to kind of bring this product to market for the first time with Andrew in the US.
So when we sealed the deal this summer, when I say we got to work because we needed to, literally, it felt like starting the business from like nothing that we have done in Canada was almost nothing that we have done in Canada was useful for the US. So these are new regulations. Working with FDA, it's another big project. So we got to work on this and find the right partners. Also, we didn't launch all of our flavors in the US because it's a huge commitment for inventory and we wanted to make sure that we had enough inventory for a very successful launch. So we didn't know exactly, and this was a very tricky part. We didn't know exactly how much we would need at the beginning. So we've produced a little more than what we thought just to have a buffer and actually was pretty accurate.
We didn't run out of products yet, but we're already producing more and refilling the warehouses. But it was something like we were very excited to launch and start to cumulate data because we didn't have anything before. We didn't know where most of the orders would be coming from. So since the launch on January 25, we're just collecting data and sort of building the plan for the future of where we're going to store the product, where it's going to ship from and where the new copacking facilities are going to be located and where we should. We're still learning about.
Still learning, yeah, absolutely. The next question I had to follow up on that was going to be based on the launch with Andrew. Right. I think when people think about working with creators, the one question is there could be someone with a massive, massive following, but maybe they don't really promote your product. Right. They have so many different things that they're working on. I know Andrew, he's spending all of his time on creating content. He's spending his time know.
I know we had Jeff Byers on the podcast recently from momentous. He's partnered with them as well. So like, you and your business operator, like, this is your, like, you're working on it. So when it comes to working with a creator like Andrew who's going to come in and kind of take a part of the business to start to promote it, what is the actual promotion that he's doing? Looks like when it comes to he, you know, shouting you guys out in his podcast, are you in his show notes? Are you on some of his website? Like, what is the scope of the promotion look like on his end for there to be successful traffic and conversion driven to Mataina?
I think it is, and it will be mostly educational. And I think this is perfect that way. Like I said, we want to educate people on Yobamate, and I think this is something that we really took into consideration when evaluating this deal. We're not just having someone with a massive following talking about a product and say like, hey, I drink this. Andrew is actually explaining why people should add Yurvamate to their routines and they know what they're talking about. And Andrew is obviously researching a lot and reading a lot. So I think he brings a lot of value to the table for the educational side. And this is what has the most value.
Like today, people are informed and they don't base their decisions on, oh, this looks cool, and apparently this stays good, or this person is doing that. So he's explaining the reason for it. And I think this is the very important part and this is how it's going to unfold over the next couple of months.
Yeah, I think that's really interesting in terms of saying it's not about just hawking Mateina everywhere you post. It's more about like, he's going to be the one who's focused on the education. And then if the listener is learning about yerbamate through Andrew, they're likely going to either find somewhere in his resources or through the Internet or through the stuff that you've been doing that this is the one that he's associated with. So I think letting the creator focus on the education, and then if he's the one educating them, people are going to have that trust for him, for the product that he worked on, he developed, et cetera. Really cool.
Our goal since day one was to put clean and genuine products like the cleanest way and the most enjoyable way of drinking yerbamate. I think naturally people can, and specifically this crowd that's well informed on what they put in their body, they will naturally understand that Matina is the cleanest and one of the cleanest way to consume it.
And I think the other thing that's really interesting, that goes back to kind of some of your founding principles that you were talking about. You guys learned from a very early stage that education and word of mouth was key to selling your product, even when you were doing six orders. So the fact that now you can almost parlay that and do a bigger scale with Andrew, where now all the people that Andrew is educating, like I myself am someone who learned about yerbamate through Andrew, right? So now all of those people, not only are they very well informed, but that super sciency techie people, they're going to go out in the world and they can start telling all of their friends about everything they learned about yerbamate and its specific neurological sort of pathways and all of that stuff, and then inherently can become like brand advocates of your product. As we wrap up here, Nicholas, I'd love to know about what 2024 looks like for you. You've got the partnership with Tiny, with Huberman. You're launching in the US. What are some of the biggest things that you're focused on in 2024? I know you've got a lot of work and you've got a lot of work behind you and you've got a lot of work to do. So what are you thinking about?
I think keep innovating. Like I said, we're just seeing a small portion of the product portfolio that we want to put out there with Matina. So we're still working on a lot of new products live. And actually, like I said, we're going to still learn about this new market, and we're also still evaluating some options for the retail. And like you said, it happened very quickly, but the biggest piece is ahead of us for sure.
Sweet. And for our listeners who might want to connect with you, where can we find you? Are you on Twitter? LinkedIn? Why don't you shout out your socials and where we can find out more about yourself. And Matena.
I think the most efficient way would be to go find Mattina's account on Instagram or X and from there you can easily find my account. We do a lot of storytelling and we show what's happening behind the scenes of the brand, so this is probably the best place to reach out and go learn more.
Sweet. Well, Nicholas, want to thank you for coming on the show and best of luck to you guys and the Matina team in 2024.
Thanks for having me, was a great chat. Bye.
Thanks for tuning in and we hope you enjoyed this episode of DTC Pod. If you enjoyed the show, we'd love your support. A rating and review would go a long way as we continue to host the best builders in DTC and beyond. Follow and subscribe to the show and make sure to check out our show notes where you can find our socials and weekly newsletter. Visit us on dtcpod.com to join our founder community and access resources from every episode. We'll see you on the next pod.
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1️⃣ One Sentence Summary
Nicolas Beaupré discusses Mateina's journey and partnership with Andrew Huberman.
💼 LinkedIN - 6 Reasons Post
Yerba Mate is the underdog of the beverage world poised to take over. Here's why this South American tradition is becoming a global sensation, as discussed on DTC POD with Nicolas Beaupré of Mateina:
Adapts to Consumer Lifestyles
Whether in loose leaf form cherished by purists or the convenient ready-to-drink presentations preferred on the go, Yerba Mate meets consumers where they're at. Mateina taps into this versatility to revolutionize the daily rituals of beverage consumers across demographics.
Education Leads to Expansion
By informing potential customers about the distinct advantages of Yerba Mate over traditional caffeinated drinks, Mateina not only cultivates a knowledgeable consumer base but creates loyal advocates for the brand’s narrative and values.
Strategic Partnerships Enhance Credibility
The collaboration with Tiny and neuroscience expert Andrew Huberman places Mateina at the intersection of authenticity and influential advocacy, leveraging expert opinions to build trust and authority within health-conscious communities.
Innovative Direct-to-Consumer Approach
Mateina's DTC model sidesteps retailers for a profitable, cash flow-positive strategy, allowing them to invest directly into product quality and consumer satisfaction—a clear pathway to sustained growth.
Honed Product Development Process
Through meticulous research, trial and error, and a commitment to natural ingredients, Mateina has crafted a beverage line that appeals to the health-forward and taste-conscious, ensuring a steady climb up the market ladder.
Community Roots Fuel Growth
Beginning with grassroots support and a sharp focus on community, Mateina utilized local buzz and digital marketing to escalate their presence, proving that a solid foundation can lead to exponential outreach.
TAKEAWAY:
Yerba Mate's versatility caters to all lifestyles.
Mateina uses education as the core of its growth strategy.
Powerhouse partnerships soar Mateina’s trust and value.
The DTC momentum is pivotal for Mateina's profitability.
Meticulous crafting undeniably wins over health enthusiasts.
Rooted in community, Mateina exemplifies organic expansion.
In essence, watch how Mateina harnesses the power of Yerba Mate, fueling a beverage revolution one sip at a time.
Interview Breakdown
In this episode, I sit down with Nicolas Beaupré, the entrepreneurial mind behind Mateina, to explore the journey of bringing a South American tradition to North American shores. We dive deep into the intricacies of consumer preferences, strategic partnerships, and the power of educational marketing in the beverage industry.
Today, we'll cover
How consumer preferences shape the product offerings of Mateina, and the demographic trends for Yerba mate
The significance of form factor in product strategy and how it facilitates customer education and upselling
Insights into Mateina’s partnership with Tiny and Andrew Huberman and its impact on brand vision and new product launches
Challenges and opportunities in navigating US regulations, projecting sales, and utilizing data following the US product launch
Nicolas Beaupré's transition from civil engineering to entrepreneurship, and the organic growth of Mateina through community support and digital marketing strategies
💬 Keywords
Blaine Bolus, 2. Nicolas Beaupré, 3. consumer preferences, 4. Yerba mate, 5. loose leaf, 6. ready-to-drink, 7. demographics, 8. product strategy, 9. education and upselling, 10. Tiny partnership, 11. Andrew Huberman, 12. sugar-free drink, 13. US market, 14. regulations, 15. data collection, 16. Sales Hub, 17. HubSpot, 18. AI-powered capabilities, 19. Metaina, 20. e-commerce, 21. South American yerba mate, 22. North American market, 23. growth strategy, 24. direct-to-consumer (DTC), 25. venture capital, 26. product formulation, 27. organic ingredients, 28. inventory management, 29. market sales percentages, 30. educational promotion
🔑 7 Key Themes
Consumer preferences for Yerba mate.
Educational marketing and product strategy.
Strategic partnership with Tiny and Huberman.
Challenges of US market entry.
Nicolas Beaupré's entrepreneurial journey.
Growth through direct-to-consumer sales.
Importance of product formulation and quality.
📚 Timestamped overview
00:00 Excited for HubSpot's new Saleshub: intuitive, customizable, AI-powered platform for sales. Quick setup, scalable pricing, 1300+ integrations.
05:54 Started selling mate online after finding it hard to find in Canada.
10:13 Importing smaller quantities of yerbamate from South America took a few months, but the strong, smoked variety was less versatile and raised health concerns, leading to a change in approach.
13:07 Importance of education in introducing new product, and value proposition for early customer adoption.
18:20 DTCPod joins HubSpot podcast network, discussing moving from shop to own product, collaboration, and investments.
20:24 Lucky to find copacker, trial runs, mistakes, system.
26:12 Key points:
Emphasizing the importance of having an idea and driving product formulation
Discussing product segmentation, inventory planning, and complementary products for a successful hero product.
27:01 Business started with raw yerbamate. Loose leaf and ready to drink are top products. Ready to drink presents inventory challenges.
32:18 Lesson on meeting audience needs, scaling business, and partnership with Andrew Huberman.
35:04 Andrew, a mate drinker, joined the team for US launch with a focus on education and accessibility.
37:00 Partnership benefits, expansion, and strategy planning.
40:36 Jeff Byers from Momentous partners with business for effective promotion through various channels like podcast shoutouts, show notes, and website mentions to drive traffic and conversions for Mataina.
43:39 Emphasizing education, word of mouth, and future plans for 2024.
46:11 Expresses gratitude for the conversation and bids farewell.
📚 Timestamped overview
00:00 HubSpot's sales hub offers powerful AI tools.
05:54 Started mate business after seeing Shopify ad.
10:13 Smaller yerbamate orders led to big opportunity.
13:07 Importance of education and messaging for product adoption.
18:20 DTCPod joins HubSpot podcast network, growth expected.
20:24 Lucky find, trial runs, own business secret.
26:12 Establishing product line, inventory strategy for success.
27:01 Yerbamate business, from raw ingredient to challenges.
32:18 Form factor's impact on audience and growth.
35:04 Andrew, longtime mate drinker, educates about yerbamate.
37:00 Aligning brand and creator interests for success.
40:36 Partnership with Jeff Byers for Mataina promotion.
43:39 Education, word of mouth, scale, product advocates.
46:11 Expresses gratitude and bids farewell to host.
❇️ Key topics and bullets
Introduction to Nicolas Beaupré and Mateina
Nicolas Beaupré's background transition from civil engineering to entrepreneurship
The origins of Mateina and Nicolas's introduction to Yerba mate
Consumer Preferences and Product Form Factors
Discussion on Yerba mate products: loose leaf vs ready-to-drink
Strategies for meeting consumer preferences and educating the market
Understanding different demographics and their Yerba mate product choices
Partnership with Tiny and Andrew Huberman
Announcement of Mateina's partnership with Tiny and collaboration with Andrew Huberman
Alignment with Mateina's vision and launching a sugar-free drink in the US
The strategy for Mateina's US launch and the importance of data collection for future planning
HubSpot Sales Hub Promotion
Blaine Bolus highlights the features of the new Sales Hub from HubSpot
The Journey of Starting Mateina
Nicolas's experience selling imported Yerba mate from Argentina
Partnering with a South American farming family for a North American market-friendly product
Growth through the introduction of a ready-to-drink Yerba mate product line
Building Mateina's Customer Base
Strategies used to introduce and market Yerba mate in Canada, including grassroots marketing
Shift from minimal orders to broader outreach with online advertising
Efforts in customer education on Yerba mate's benefits and differentiating from other beverages
Fundraising and Business Expansion
The transition from bootstrapping to securing private and venture capital investment
Importance of the DTC model in maintaining cash flow
Product Development and Operations
Formulating and brewing the Yerba mate beverage
Finding the right balance for product formulations
Choosing a copacker to assist with production and avoiding scaling issues
Opting for natural sweeteners and avoiding artificial ingredients
Sales and Product Offerings
Discussion on the loose leaf and ready-to-drink Yerba mate sales in the US and Canada
The investment and inventory considerations for each product type
Marketing and Brand Advocacy
Collaborating with influencer Andrew in promoting and educating the market on Mateina
Discussing the role of education and word-of-mouth in effective marketing
Exploring the value of creators and public figures in building brand trust
Looking Ahead
Anticipating new product launches and retail expansion in 2024
Directions for future marketing and brand growth
Closing and Social Engagement
Directions on how listeners can connect with Mateina and Nicolas
Conclusion of the interview with thanks and well wishes
🎬 Reel script
Hey podcast listeners, this is Blaine Bolus wrapping up a riveting session with Nicolas Beaupre, founder of Mateina. We just unpacked the incredible journey of Yerba mate, from a niche loose leaf tea to a booming ready-to-drink market. Nicolas gave us the inside scoop on how understanding consumer preferences catapulted Mateina's growth, and the strategic moves they've made in partnering with impactful names like Tiny and Andrew Huberman. Ever wonder how a civil engineer pivots to shaking up the beverage industry? Dive into Nicolas's story of South American inspiration and his methodical rise through e-commerce to a flourishing DTC model. Find out how Mateina strikes the perfect balance between caffeination and taste, all while holding true to their all-natural promise. Don't miss out on this blend of culture, entrepreneurship, and innovation in our latest episode. Catch us on DTC POD for the full conversation!
✏️ Custom Newsletter
Subject: 🍃 Uncover the Natural Buzz of Yerba Mate with Nicolas Beaupré on DTC POD!
Hey there DTC Enthusiasts!
It's time to perk up your ears and refresh your feed because a brand new episode of DTC POD is steeped and ready for your listening pleasure. This week, our host Blaine Bolus sits down with the Yerba mate maestro himself, Nicolas Beaupré. They're pouring out insights on the buzzy business of Mateina, a handcrafted yerba mate drink that's energizing the DTC world.
Here's what you'll sip on in this episode:
🌿 The Steeped History: Nicolas takes us on a journey from leveraging local word-of-mouth to sowing the seeds of an online presence with strategic Facebook and Google ads.
🚀 Meet Your Market: Discover how Mateina crafted their product lineup to meet customer preferences for both loose leaf tradition and on-the-go ease.
📈 Strategy & Scaling: Nicolas and Blaine discuss making smart moves in business scaling, from the initial bootstrapping phase to striking partnerships with venture capitals.
🤝 Partnerships that Pop: Learn about the brand's exciting collaboration with Tiny and Andrew Huberman, and how this aligns with their vision, especially with the new sugar-free drink launch in the States.
💡 Direct Hits: Get an insider view on the benefits and growth of a direct-to-consumer model contributing significantly to Mateina's success.
Fun Fact Alert: Did you know that Nicolas Beaupré originally moved to South America to teach skiing and it was there he discovered the invigorating world of yerba mate? Talk about a life-changing trip down the slopes!
Before you hit play, don’t forget about Blaine's shoutout to the smart techies at HubSpot and their ingenious new Sales Hub that makes customer relationships smoother than ever.
Time to wrap up the teapot (metaphorically speaking, of course). We hope you're as stirred up as we are about diving into this episode. But the conversation doesn’t have to end there! Swing by Instagram or your favorite social platforms to keep the dialog brewing with Nicolas and the Mateina team.
Ready to tune in? Head to your preferred podcast platform, search for DTC POD, and let Nicolas and Blaine guide you through the verdant fields of yerba mate magic.
To a flavorful week,
The DTC POD Team
PS: We'd love to hear your thoughts! Tag or DM us on our social channels after listening - we're always looking for ways to make our content even more refreshing. Cheers! 🎧🌱
🐦 Business Lesson Tweet Thread
1/ Unpacking the Yerba Mate craze with Nicolas Beaupré on DTC POD—we dive into how consumer preference shapes a niche market into a booming industry.
2/ Nicolas breaks down the Yerba Mate appeal: Loose leaf vs ready-to-drink, and how each caters to distinct demographics. Understanding your customer is key.
3/ Product form isn't just packaging—it's a bridge to customer education and upselling. By meeting your audience where they are, you set the stage for growth.
4/ Strategic partnerships can be game changers. Nicolas shares how working with Tiny and Andrew Huberman aligns with Mateina's vision and scaling efforts.
5/ Breaking into the US is no small feat. Nicolas and I discuss managing projections and adhering to new regulations—all while maintaining a data-driven approach.
6/ Shifting from civil engineering to starting Mateina, Nicolas' route to success is anything but traditional. Passion for Yerba Mate sparked an entrepreneurial journey.
7/ Starting with minimal orders, Mateina's growth was fueled by community, not adverts. Early days relied heavily on educating consumers on Yerba Mate's unique value.
8/ Bootstrapping, private investors, and VC funding. Nicolas discusses funding stages and the impact of a DTC model on Mateina's cash flow and revenue.
9/ From spreadsheet systems to brewing, Nicolas' DIY ethos showcases the brute force behind innovation. A lesson in crafting your product by learning from the ground up.
10/ Natural ingredients, careful formulation—Mateina's approach to quality sets a standard. Nicolas' dedication to genuine products underscores the brand's ethos.
11/ Expansion strategies and targeting key markets mark Mateina's journey into ready-to-drink products. A bigger inventory, but a bet on changing consumer habits.
12/ Education and influence. Nicolas stresses the importance of knowledgeable promotion. Partnering with informed creators can build brand trust and authority.
13/ Nicolas hints at Mateina's forward-looking vision. New products, retail possibilities for 2024—always pushing towards the next frontier.
14/ The episode wraps with a nod to the power of storytelling for brand connection. Nicholas directs listeners to their social channels for the Mateina narrative.
15/ Gratitude, goodbyes, and good luck—a conclusion mirroring the start. An entrepreneurial tale wrapped in Yerba Mate leaves, steeped in strategy and insight.
🎓 Lessons Learned
"Consumer Preference Trends"
Yerba mate's loose leaf and packaged drinks allure distinct demographics with tailored form factors and targeted education."Product Form Strategy"
Strategizing product design meets consumers' needs, aiding in presenting yerba mate's benefits and encouraging product exploration and loyalty."Brand Vision Alignment"
Mateina partners with pioneers like Tiny and Andrew Huberman, upholding their clean-brand ethos with a sugar-free drink launch."Navigating US Expansion"
Diving into US regulation, data collection, projection planning, following sugar-free yerba mate's launch for sustained American market presence."HubSpot Sales Hub Promo"
HubSpot revolutionizes sales with intuitive, customizable and AI-enhanced tools, spotlighting the new HubSpot Sales Hub's cutting-edge capabilities."Founder's Journey"
Civil engineer turned entrepreneur, Nicholas Beaupré introduces Yerba mate to North America by founding Mateina."Yerba Mate Introduction"
South American skiing trips lead Nicholas to begin e-commerce sales of Yerba mate, pivoting to North American consumer preferences."Grassroots Business Growth"
Mateina's humble start, relying on community, local events and digital ads, underscores the power of consumer education and engagement."Funding and Business Model"
Initial bootstrapping, private investment to venture capital - Mateina's growth journey showcases the potential of a strong DTC model."Product Development Insights"
Nicholas explains Mateina's meticulous development process, focusing on natural ingredients and proper parameter setting for desirable yerba mate blends.
💎 Maxims
Meet Your Audience Where They Are: Understand the preferences of your customers and adapt your product offerings to suit their needs, whether that be loose leaf teas or ready-to-drink options.
Educate to Elevate: Commit to educating your consumers about your product. Providing them with valuable information can help in building brand loyalty and improving their experience.
Simplicity is Key: Whether transitioning careers or developing a new product, a straightforward approach often leads to greater success.
Start Small, Think Big: Begin your journey with what you can manage, focus on organic growth through word of mouth and community building, and then scale up strategically.
Innovation Through Iteration: Creating a successful product involves setting clear parameters, experimenting, and adjusting until the right balance is struck.
Quality Above All: In product development, opt for natural ingredients over artificial additives to ensure a clean and genuine offering.
Brand Partnerships Should Align with Vision: Partner with individuals or companies that reflect and reinforce your brand's message and value proposition.
Direct Connections Drive Growth: Utilize a direct-to-consumer model to maintain solid cash flow and foster a direct relationship with your customer base.
Data Informs Future Planning: Collect and analyze data post-launch to make informed decisions about projections and future expansions.
Embrace the Power of Storytelling: Use social channels to share your brand's story and engage with your customers on a more personal level.
Build on Trusted Relationships: Whether it's with investors, partners, or customers, trust is the foundation of any long-term success.
Plan for the Regulatory Environment: When expanding into new markets, be prepared to navigate new regulations and use them to plan strategically.
Invest in Tools that Empower Success: Leverage powerful, intuitive platforms and AI capabilities to streamline your sales and operations, like those offered by HubSpot's Sales Hub.
Value Community Feedback: Incorporate the insights and feedback from your initial customers to refine and improve your offerings.
Stay Adaptable in Scaling Your Business: As you grow, remain flexible and prepared to adjust production processes, like working with a copacker, to better scale up operations.
Remember, these maxims are context-specific and are derived from the discussions between Blaine Bolus and Nicolas Beaupré on the DTC POD relating to Nicolas's experience with Mateina and consumer preferences.
🌟 3 Fun Facts
Nicolas Beaupré discovered yerba mate while teaching skiing in South America and transformed this experience into launching his own yerba mate brand, Mateina, in North America.
Even though he started with a background in civil engineering, Nicolas learned to formulate and brew yerba mate beverages himself, diligently piecing together information from suppliers to create his product.
Mateina began with minimal orders through word of mouth and sampling events, eventually experiencing significant growth by including a ready-to-drink yerba mate and leveraging online ads to expand its customer base.
📓 Blog Post
Title: Mastering the Blend: Nicolas Beaupré's Journey from Engineer to Yerba Mate Mogul
Subheader: DTC POD Explores the Strategic Crafting of Mateina with Founder Nicolas Beaupré
Introduction: Brewing a Health-conscious Revolution
In the most recent episode of DTC POD, host Blaine Bolus sits down with entrepreneur Nicolas Beaupré, the founder of Mateina, to unravel the success story of a brand that's rapidly becoming synonymous with clean energy. From civil engineer to yerba mate trailblazer, Nicolas's path is anything but conventional, embodying innovation and a keen insight into consumer needs.
Bridging Cultures and Tastes
From steep slopes to steeped leaves, Nicolas discovered the allure of yerba mate during his time as a skiing instructor in South America. His captivation led him to venture into the beverage industry, transforming an e-commerce platform selling imported yerba mate from Argentina into a business making waves across North America.
Mateina: More Than a Beverage
Nicolas highlighted how they began by catering to a niche market, with sales fueling growth organically via word-of-mouth and local events. With a mission to inform consumers about yerba mate, Mateina set out to carve a unique space away from typical caffeine vehicles like coffee and traditional energy drinks.
Formulating Success
Nicolas's scientific background proved invaluable, as he spent over a year meticulously creating the ideal product. By adhering to natural sweeteners and shunning preservatives, Mateina has positioned itself as a bastion of healthy and enjoyable drinking. The company progressed from selling loose-leaf organic yerba mate to ready-to-drink concoctions, understanding the need for adaptability to consumer preferences.
Matina's Strategic Partnerships
Partnering with influential creator Andrew Huberman, Mateina's recent collaboration aims to emphasize education. Huberman's platform, focusing on the benefits of yerba mate, syncs perfectly with Mateina’s ethos. Bolus and Beaupré discuss how collaborations like these are pivotal for nurturing trust and advocacy among consumers.
Behind the Scenes at Mateina
Listeners interested in connecting with Nicolas and exploring the narrative behind Mateina's clean and genuine products are encouraged to follow their intriguing storytelling on Instagram and other social media channels. From product development to the nuances of consumer interaction, Mateina is transparent about its quest for health-conscious energy.
Looking Ahead
Nicolas teased some exciting developments, with plans to expand their offerings and contemplate retail possibilities for 2024. As Blaine wraps up the session, Nicolas's appreciation for the conversation is palpable, and the sense of anticipation for Mateina's future is infectious.
Conclusion: The Organic Growth of a Health Movement
Mateina's story exemplifies how a direct-to-consumer approach can be instrumental in cultivating a strong brand narrative and cash flow. As Nicolas Beaupré and Mateina pave the way in the yerba mate market, they underscore the influence of product authenticity, strategic partnerships, and consumer education in fostering a brand’s success. With much to look forward to, Mateina is not just a beverage but a burgeoning lifestyle choice for many seeking a pure and invigorating alternative to mainstream options.
🎤 Voiceover Script
Are you curious about the rise of Yerba Mate and how startups like Mateina are shaking up the beverage industry? Join us in this episode as we sit down with Nicolas Beaupré, the innovative mind behind Mateina's Yerba Mate revolution.
We cover:
The rise of ready-to-drink Yerba Mate and its booming popularity across different consumer demographics.
Nicolas's strategic approach to product education and how targeted partnerships drive brand exposure and appeal.
The intricate process of formulating Mateina's unique blends and Nicolas's journey from importing to crafting a cleaner, sugar-free option.
The pivotal role of direct-to-consumer sales in fueling Mateina's explosive growth.
The value of authenticity and storytelling in building customer relationships through platforms like Instagram.
Tune in to learn the secrets behind Mateina's success and how they're crafting the future of healthy beverages.
🔘 Best Practices Guide
Guide to Launching a Direct-to-Consumer Beverage Brand
Understand Your Audience: Identify consumer preferences for product forms like loose leaf vs. ready-to-drink options and target the right demographics.
Educate Your Market: Use education as a marketing tool, explaining unique product properties to differentiate from competitors.
Leverage Partnerships: Collaborate with reputable partners for brand alignment and to enhance credibility.
Start Small, Think Big: Begin with a minimum viable product and community support. Utilize sampling events and digital marketing to grow.
Focus on Product Quality: Commit to a clean label with natural ingredients to appeal to health-conscious consumers.
Manage Cash Flow Efficiently: A strong direct-to-consumer model can help sustain business growth.
Stay Adaptive: Continuously refine products based on customer feedback and trial adjustments for taste and formulation.
Expand Carefully: Gradually increase inventory while considering the complexities of scaling production and distribution.
Engage Through Storytelling: Utilize social media for brand storytelling and to create an engaging, behind-the-scenes narrative.
Connect with the audience where they are, both in terms of product accessibility and informational outreach.
🎆 Social Carousel: Do's/Don'ts
Cover Slide:
"10 Essential Yerba Mate Insights"
Slide 1:
Title: "Ignore Demographics"
Text: Focus on consumer preferences, cater to yerba mate audiences with targeted product forms.
Slide 2:
Title: "One-Size Strategy"
Text: Adapt your approach to meet customers where they are and boost education and sales.
Slide 3:
Title: "Avoid Partnerships"
Text: Collaborate with aligned brands and influencers like Tiny and Andrew Huberman to expand reach.
Slide 4:
Title: "Skip Planning"
Text: Carefully plan for projections and understand new regulations, especially for US market entry.
Slide 5:
Title: "Neglect Data"
Text: Collect and analyze customer data post-launch to inform future business decisions.
Slide 6:
Title: "Start Big"
Text: Begin with minimal orders and grow your base organically through sampling and community.
Slide 7:
Title: "Overlook Education"
Text: Educate your market on yerba mate's unique benefits to differentiate from competitors.
Slide 8:
Title: "Rush Scaling"
Text: Spend time developing your product and start with small batches to maintain quality.
Slide 9:
Title: "Use Additives"
Text: Choose natural ingredients over artificial for a clean product, appealing to health-conscious consumers.
Slide 10:
Title: "Solo Promotion"
Text: Harness the power of educational influencer collaborations to build trust and brand advocacy.
Closing Slide:
Title: "Stay Connected"
Text: Follow Nicolas and Mateina's journey on Instagram for more insights and behind-the-scenes looks.
🎠 Social Carousel
Cover Slide:
"10 Beverage Success Secrets"
Slide 1:
Consumer Preferences
Yerba mate's form: loose leaf vs ready-to-drink caters to varied tastes.
Slide 2:
Form Factor
Matching product design with consumer behavior aids education and sales.
Slide 3:
Strategic Partnerships
Collaborations, like with Tiny and Andrew Huberman, align with brand vision.
Slide 4:
Market Navigation
Plan for U.S. regulations, demand projections, and data collection.
Slide 5:
Product Evolution
From civil engineering to yerba mate innovation—diversify offerings.
Slide 6:
Community Roots
Grow from local support and word of mouth before scaling.
Slide 7:
Ad Strategies
Use targeted online advertising to complement organic growth.
Slide 8:
Education Focus
Inform customers on yerba mate benefits to stand out in the market.
Slide 9:
Funding Growth
Start bootstrapped, then pursue investment to fuel expansion.
Slide 10:
DTC Strength
Direct sales create strong cash flow, critical for new brands.
Final Slide - CTA:
Connect with Mateina
Keep the conversation brewing! Follow us on Instagram for more insights. #MateinaJourney
One Off Tweets
Tweet 1:
Yerba mate is shaking up the beverage scene – it's not just a drink, it's a lifestyle. Nicolas Beaupré's journey from ski slopes to startup shows that passion can spark a beverage revolution.
Tweet 2:
Real growth begins with the roots. With Metaina, it's all about connections to South American farmers for that authentic Yerba mate experience.
Tweet 3:
Cracking into the US market isn't just about the product, it's about understanding the people, culture, and regulations. Mateina's expansion is a blend of bold flavor and even bolder strategy.
Tweet 4:
Sometimes a cup of tea is more than comfort—it's commerce. Metaina's loose leaf Yerba mate is capturing 40-50% of the US market, steaming ahead with every brew.
Tweet 5:
Education is the secret ingredient in Metaina's beverage business. By highlighting Yerba mate's unique benefits, every sip comes with a story.
Tweet 6:
Metaina's mindful approach to ingredients is refreshing – literally. No artificial additives, just organic cane sugar or stevia for that natural sweetness.
Tweet 7:
Powerful partnerships can be as invigorating as a good drink. Mateina's collaboration with Tiny and Andrew Huberman is all about synergy and vision for a sugar-free future.
Tweet 8:
There's beauty in starting small. Metaina began with minimal orders and a tight community, proving that good things (and businesses) brew over time.
Tweet 9:
Modern alchemy in the beverage biz involves natural sweeteners and the perfect fizz. Nicolas Beaupré's trial and error with Metaina's drinks are crafting gold one batch at a time.
Tweet 10:
Mateina's story isn't just told—it's savored. Connect with their journey on Instagram for a taste of authenticity and behind-the-scenes sips.
Twitter Post 1
In this podcast episode, Nicolas Beaupré mentions the humble beginnings of Mateina, starting with minimal orders and relying on word of mouth. But did you know? Yerba mate isn't just a drink; it's a social tradition in South America, often shared from a single gourd. This custom of community and connection is what helped spark Nicolas's vision for bringing people together with every sip of Mateina. #CultureInACup
Mindsets
Absolutely thrilled to share some mindset shifts that can make a real difference in your daily consumption habits – insights straight out of the latest conversation with Nicolas Beaupré on DTC POD!
🌿 Prioritize Knowledge Over Habit: We often reach for our usual beverage out of habit without considering its impact on our wellbeing. By learning about the rich history and benefits of Yerba mate, as discussed with our guest, you can make an informed choice that aligns with your health goals and cultural interests.
🌿 Embrace the Slow Build of Success: Nicolas's journey from humble beginnings to growth in the Yerba mate industry teaches us the value of patience and perseverance in entrepreneurship. Visualize your journey as a series of thoughtful steps rather than a race, ensuring each action is deliberate and adds to a cohesive vision.
🌿 See Transparency as a Cornerstone: In a market saturated with choices, understanding the story behind what you consume is vital. Mateina’s commitment to a clean, authentic product invites us to demand the same transparency from all brands, leading to conscious consumerism and deeper connections with the products we use daily.
For a deeper dive into these mindset shifts and more, tune into DTC POD for the latest episode featuring Nicolas Beaupré of Mateina. It’s an exploration of building a brand with integrity, passion, and resilience that any listener aspiring to make a positive impact on the world cannot miss.
Where can you start making these shifts today? Let’s stir up a conversation and grow together!
Tactics
In the quest to refine and grow your business, incorporating strategic maneuvers is vital. Attaining success requires more than just following best practices—it often involves innovative approaches and adopting a deliberate mindset. Tune into these nuanced strategies, discussed by guest Nicolas Beaupré and host Blaine Bolus on DTC POD, which could propel your business forward:
💡 Foster a community-driven growth approach: Just as Nicolas leveraged the power of community and word-of-mouth in the early stages of Metaina, businesses should concentrate on building a devoted customer base that will advocate for their products organically. Create an environment where customers feel valued and part of your brand's journey—this leads to authentic brand ambassadors who spread the word effectively.
💡 Tailor product offerings to consumer behavior: Metaina's success with different product modalities (loose leaf versus ready-to-drink) was no accident. They closely analyzed consumer preferences and demographics, thus aligning product form factors with market demand. Scrutinize the purchasing patterns and lifestyle habits of your consumer base to craft offerings that resonate and fulfill their specific needs.
💡 Opt for iterative product development: Nicholas emphasized the importance of setting clear parameters for product development and adjusting based on feedback. Embrace a trial-and-error approach to refine your product or service, allowing room for incremental improvements rather than seeking perfection from the get-go. This can lead to discovering the ideal balance that meets customer expectations while staying true to the brand's ethos.
💡 Invest in educational partnerships: Metaina’s collaboration with thought leaders like Andrew Huberman is rooted in the principle of education-based marketing. Businesses should seek out similar partnerships where influential figures can provide valued education on your product's benefits. This not only enhances product understanding but also infuses credibility into your brand narrative.
💡 Utilize storytelling on social platforms: As Nicholas suggested using Instagram or similar channels for sharing the brand's story, remember that narrative-driven content can significantly enhance consumer engagement. Use social media to give customers a behind-the-scenes look at your process, ethos, and people. This humanizes your brand and can forge a stronger emotional connection with your audience.
Remember, the key to integrating these tactics into your business strategy is to do so with intentionality and an eye for genuine connection. Nicolas and Blaine’s conversation underscored that successful businesses are not just built with good products but through meaningful interactions, strategic partnerships, and a deep understanding of their customers. Keep these insights in mind as you lay the groundwork for your business’s growth trajectory. 🚀
In Depth Thread
Overvalued: Traditional product launches.
Too many startups exhaust resources on splashy releases only to land with a thud.
Undervalued: Strategic Partnerships.
Here's the game plan we utilized to fuse with Tiny and neuroscientist Andrew Huberman for our brand, Mateina:
The Trinity Rule
3 components: Partnership, Product, Market Strategy.
Keep it lean, focused, and actionable.
If it's not immediately clear, it's back to the drawing board.
5 Key Highlights
Investors and consumers remember the highlights, so make them count. For Mateina, we share…
Unique Health Benefits
Organic & Natural Ingredients
E-commerce Sales Figures
Educational Marketing Approach
Strategic Celebrity Endorsement
Market Snap
Don't bury them in market research.
Present a snapshot of where the Yerba mate market stands today and its growth trajectory in the next few years with 5 succinct points.
Catchphrase
Craft a memorable, one-liner to embody your mission.
Mateina: “Reviving Millennia of Tradition with Every Sip.”
That's our story in a nutshell.
Define the Lexicon
We make 'clean energy' more than buzzwords, we make it our echelon.
Our tag: “Mateina – Pure, Sustained Energy.”
Steering the dialogue starts with defining it.
Partner's Role
After backing us, what's next?
Our partners dive into action, disseminating knowledge and advocating for cleaner energy drinks – a simple, straightforward mission.
Transparent Terms
State what you're offering directly.
We lay out investment details upfront to synthesize discussions with the right partners.
Visual Proof
Charts and images of growth trends and customer feedback carry weight.
*Always work with legal counsel when depicting financials or projections.
Core Team
The spine of any operation is the team.
Display the expertise and passion fueling Mateina.
It's essential.
And if you’re breaking into new markets without prior data…
Emphasize the team's prowess and strategic foresight.
A robust team coupled with a clear strategy can compensate for a lack of historical market presence.
In the world of DTC, we never forget the 3 C's:
• Community, Creativity, and Culture
• Compassion, Commitment, and Craft
Latch onto your C’s as if they're the code to your success.
New Idea
Idea #1: Education as a Marketing Tool
Education is not just about sharing knowledge but also a strategic marketing tool, as evidenced by the following actions discussed in the podcast:
Providing Value-Added Content: Nicolas and Blaine discuss the importance of educating customers about the unique properties of yerba mate, differentiating it from other caffeinated beverages. This approach not only builds a knowledgeable customer base but also fosters a community around the product.
Leveraging Expert Partnerships: The partnership with Tiny and Andrew Huberman is brought into focus, underscoring how aligning with knowledgeable figures can lend credibility and attract an engaged audience. By having Huberman educate listeners on the benefits of yerba mate, the brand leverages his authority to validate their product in the market.
Encouraging Consumer Advocacy through Trust: By focusing on the cleanliness and enjoyment of their yerba mate product, Nicolas Beaupré illustrates how trust in their clean ingredients can turn consumers into brand advocates. Blaine emphasizes that trust built through education can significantly reinforce word-of-mouth marketing – a powerful and genuine promotion channel.
Tweet thread on learnings
Tweet 1:
On the latest DTC POD episode, we chatted with Nicolas Beaupré, founder of Mateina, about the rocketing popularity of yerba mate and his strategic journey. Here’s a thread on the consumer shift towards yerba mate and the potent learnings from Nicolas's story: 👇
Tweet 2:
Understanding Consumer Preferences 🌿
Nicolas's Mateina taps into the loose leaf and ready-to-drink yerba mate markets, catering to diverse demographics. The insight? Knowing your audience is crucial - some crave ritual, others convenience.
Tweet 3:
Strategy & Education are King 👑
Mateina strategically offers different product forms, meet consumers where they are, and educates them. The takeaway? A well-thought-out strategy combined with consumer education leads to brand growth.
Tweet 4:
Power Partnerships Push Progress 🤝
Nicolas details Mateina's partnership with Tiny and Andrew Huberman. It’s more than a collaboration; it's a vision alignment, pivotal for their sugar-free drink launch in the US.
Tweet 5:
Regulatory Navigation & Data Importance 📊
Entering the US market means new regulations and the need for precise data. Nicolas emphasizes the importance of being prepared for projections and being adaptable.
Tweet 6:
HubSpot's Sales Hub - A Game Changer 🚀
@HubSpot Sales Hub's shoutout on the podcast reveals its impact; intuitive and AI-powered tools custom-fit to empower businesses - as crucial as a solid business strategy.
Tweet 7:
From Engineer to Entrepreneur 👷♂️👨💼
Nicolas transitioned from civil engineering to founding Mateina. His journey underlines the entrepreneurial spirit: discovery, passion, and the courage to pursue a completely different path.
Tweet 8:
E-Commerce & Community Building 🛒💡
Mateina started with word of mouth and community. Early reliance on e-commerce and local support evolved into a robust DTC model. Lesson? Community roots can sustainably grow your business.
Tweet 9:
Commitment to Clean Ingredients 🍃
Mateina stands out by avoiding conservatives and artificial ingredients, focusing on natural options. Health-conscious? Yes. But also a strategic differentiation in a crowded market.
Tweet 10:
Creator Collaboration & Educational Promotion 📚
Working with a creator for promotion is less about ads, more about education. Authenticity in teaching your audience pays off by building trust and long-term advocacy.
Tweet 11:
Future Plans & Retail Aspirations 🌟
Nicholas's open talk about launching new products and retail consideration shows a forward-looking approach is essential for dynamic markets.
Tweet 12:
Curious about Mateina or want to join the yerba mate conversation with Nicolas? Head over to their Instagram for the stories behind the scenes and more. 📸🌱 (link to IG)
Tweet 13:
Grateful for the insightful moments with Nicolas Beaupré on DTC POD. His recipe for success: deep consumer understanding, strategy, education. Intrigued? The full episode awaits. 🎙️👂 (link to episode)
Future State, 6 reasons post
In the span of a year, Mateina has managed to surge from a niche start-up offering traditional Yerba mate products to a prominent name in the health-conscious beverage space, doubling our online sales and exponentially increasing our brand's visibility. We launched with a grassroots approach, focusing on the unique benefits of our product—organic loose leaf Yerba mate—and leveraging our personal stories to build a community around our brand.
However, the beverage industry is on the cusp of a tipping point, and Mateina is poised to capture a significant share of the market. We aim to lead the evolution of health beverages by focusing on ready-to-drink options that champion both wellness and convenience. Here's how we envision the future:
Old State:
Bootstrapped beginnings with minimal orders.
Heavy reliance on community word of mouth.
Limited consumer education on Yerba mate's benefits.
Predominantly e-commerce with a narrower audience reach.
Future State:
Strong market presence with expanded retail distribution.
Robust consumer education leading to brand advocacy.
A diverse product line appealing to a broader market.
Integration of technology and partnerships to scale growth.
To attain this elevated future, Mateina will adapt these six strategic recommendations:
Reinforce our direct-to-consumer (DTC) presence while exploring retail channels, using tailored storytelling on platforms like Instagram to connect with our community and showcase our values.
Execute an educational campaign in collaboration with respected creators like Andrew Huberman, to emphasize the scientific benefits of Yerba mate and foster trust with our audience.
Continually improve our product line, ensuring Mateina remains synonymous with clean ingredients and a superior tasting experience, such as our anticipated sugar-free drink.
Optimize our operations by refining our brewing process and inventory management to scale up effectively and meet growing demand without sacrificing quality.
Integrate customer feedback and data analytics into our product development, allowing consumer preferences to guide our innovation.
Build strategic partnerships, like our recent venture with Tiny, to facilitate expansion into new markets such as the US, adapting to regulatory challenges and cultural tastes.
With these actions, we're not just selling a drink; we're cultivating a community and changing the way people think about what they consume. It's a transformation from a simple drink to a lifestyle choice—a cleaner, more invigorating alternative to traditional caffeinated beverages.
So, let's caffeinate this conversation—what do you see as the future of health beverages? How can Mateina enrich your daily ritual? Share your thoughts and join us in the Yerba mate movement. #MateinaMovement
About the Episode
In this captivating exchange between Blaine Bolus and Nicolas Beaupré, the conversation centers on the tailored approach Metaina has adopted to align with consumer habits. Nicolas sheds light on the strategic decision to offer both loose leaf and ready-to-drink Yerba mate products, catering to varying preferences across different demographics. He explains how presenting the loose leaf for the more traditional enthusiasts and the ready-to-drink option for the on-the-go consumer not only meets the audience's needs but also serves as a gateway for education about Yerba mate's unique benefits. This approach has facilitated the brand's mission to introduce and upscale their product within North American markets.
Throughout the podcast, Nicolas elaborates on the critical role of formulating their products to align with the health-conscious and informed customer base. By prioritizing natural ingredients without conservatives or artificial sweeteners, Metaina has positioned itself as a brand dedicated to clean and genuine offerings. Such commitment is solidified through the partnership with acclaimed researcher Andrew Huberman, effectively leveraging his expertise to inform and enhance the credibility of their brand. The strategic collaboration is poised to amplify Metaina's message of wellness and authenticity to a broader audience, as they prepare to release a sugar-free drink in the US market.
Nicolas also discusses the foundational aspects of consumer education and how it significantly shapes the trajectory for Metaina. He emphasizes the power of customer awareness that comes via elucidating the distinctive properties of Yerba mate, setting it apart from traditional caffeine sources like coffee and energy drinks. Metaina's grassroots growth through community engagement and digital advertising has been pivotal, gauging interest and fostering an informed and dedicated customer base. This dedication to customer education not only builds a firm brand identity but also solidifies their market presence as they explore future product launches and potential retail expansions.
DTC Pod Linkedin
@Nicolas Beaupré made the leap from civil engineering to the beverage industry with @Mateina and he's stirring up the market!
In the latest episode of DTC Pod, he sits down with host @Blaine Bolus to spill the tea on his journey - from South American slopes to North American shelves, and how he grew a passion for Yerba mate into a thriving business.
Nicolas dives into consumer trends, the rise of ready-to-drink options, and the power of education and community in scaling a DTC brand. Plus, a behind-the-scenes look at his strategic partnership with prominent figure @Andrew Huberman and what it means for the brand’s future in the US market.
Discover how a small import business evolved into a booming enterprise, and the role of authenticity and clean ingredients in their success.
Full episode here: [link]
#dtcpod #beverageindustry #consumerbrands #growthstrategy #partnerships #healthyliving #yerbamate
💬 Keywords
Blaine Bolus, Nicolas Beaupré, consumer preferences, Yerba mate, loose leaf, ready-to-drink, demographics, product strategy, education and upselling, Tiny partnership, Andrew Huberman, sugar-free drink, US market, regulations, data collection, Sales Hub, HubSpot, AI-powered capabilities, Metaina, e-commerce, South American yerba mate, North American market, growth strategy, direct-to-consumer (DTC), venture capital, product formulation, organic ingredients, inventory management, market sales percentages, educational promotion
DTC Pod Linkedin
@Nicolas Beaupré swapped civil engineering for the world of yerba mate, founding the dynamic beverage brand Mateina. On the latest DTC Pod, he sits down with host @Blaine Bolus to spill the tea on how Mateina is stirring up the North American market with their unique Yerba mate products.
They cover the journey from e-commerce to tangible growth, the role of strategic partnerships like the one with Tiny and @Andrew Huberman, and the craft behind creating a sugar-free drink option. Plus, hear how Mateina's direct-to-consumer model fuels their success, making up nearly half their revenue. 🍃💡
Ready to sip on these insights? Tune into the full conversation for a deep dive into the blend of product education, community support, and data-driven decisions that are powering Mateina's rise. 🎧
Listen now: [Spotify link]
#YerbaMate #BeverageBrand #DTCbrands #directtoconsumer #partnershipmarketing #DTCPOD
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