DTC POD - Moe Hayek · Castmagic

Weekly Newsletter

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**Subject: New Episode: How Moe Hayek Makes Brands Go Viral – TikTok, Nootropics, and the Art of Operating Ecommerce** Hey DTC POD family, We’re back with another can’t-miss episode. This week, we sat down with Moe Hayek, a serial brand operator and product launch expert who’s built and taken multiple e-commerce brands to market (and viral status) faster than most people can spin up a landing page. If you’re an operator, founder, or a marketer in the DTC space, this is an hour you need to get into your queue. **Introduction:** In this episode, Moe recounts his wild ride from dropping out of college and learning the ropes through early dropshipping hustles, to eventually partnering on viral nootropics brand NZT-48—yes, that’s the “Limitless pill” made famous in the Bradley Cooper movie. We dig into the tactical realities of building sticky brands, orchestrating explosive launches, managing TikTok creator armies, and what it really means to operate at scale in today’s DTC world. This isn’t theory. Moe breaks down exactly how brands are making it big in 2024, what’s working right now, and how you can apply these lessons to your own venture—whether you’re a 7-figure operator or just kicking off your first side project. **5 Keys You’ll Learn in This Episode:** **1. The Art of Launching a Viral Brand (Even With a “Shitty” Website!)** Moe shares how the Limitless pill brand went from MVP to 25 million TikTok views in a month, leveraging raw creator content and aggressive testing. Spoiler: it’s less about a polished launch and more about iterating, learning from organic hits, and giving creators room to try crazy ideas. **2. Building (and Managing) a Creator “Army” for TikTok Domination** Want sustained brand reach? Moe maps out his strategy for recruiting, incentivizing, and managing a distributed team of TikTok creators running secondary pages—key to driving impressions and conversions, all while keeping the main brand page clean and on-message. **3. Early Adopter Advantage: Why TikTok Shop is the New Amazon** Moe unpacks the tectonic shift in social commerce, describing TikTok Shop as “Amazon Day One.” He walks us through the platform’s unique incentives (think: up to $20 paid by TikTok per new customer), why the algorithm is supercharging early sellers, and why established brands can’t afford to lag here. **4. The Power (and Pitfalls) of Product Selection in DTC** From selling live plants during COVID to nootropics, Moe reflects on what makes a product viable for viral, scalable DTC commerce. You’ll learn the criteria he uses—perishability, solve a recurring problem, emotional connection—and why operations matter even more than marketing. **5. Incubating Winning Brands and the Value of Operator Leverage** Why start from scratch when you can partner with manufacturers, leverage your operator skills, and scale faster? Moe describes how he now approaches brand incubation: finding market white space, working with suppliers, and launching in industries built for margin and repeat purchase (supplements, beauty, specialty health). **Fun Fact from the Episode:** Moe’s first truly viral brand wasn’t a sleek supplement, but a live plant business built by copying a competitor’s website, reselling $10 plants for $150, and fulfilling orders with the help of local hockey teams just looking for a side gig. The punchline? The real pain wasn’t in finding customers (they did $2M in year one) but in staying ahead of operational hurdles—storms, fires, dead inventory, and rapidly improv’d packaging. This underscores Moe’s mantra: Marketing is rarely the limiting factor. It’s all about having your back-end dialed. **Outtro:** If you’ve been chasing the next growth hack or sweating over the perfect brand guidelines, Moe’s playbook is a refreshing, field-tested perspective. He doesn’t sugarcoat the grind—whether it’s hiring creators off Twitter and Discord, dealing with TikTok’s strict fulfillment SLAs, or building out seven-person teams that drive millions in revenue. But he also shows how scrappiness, speed, and the willingness to hand over control to trusted operators are the hallmarks of today’s winning DTC plays. Moe also spends time consulting for other brands, and shares frameworks for vetting products, building creator systems, and thinking bigger about the compounding value of brands (building enterprise value, not just cash flow). **Ready to Stop Overthinking and Start Operating?** Catch the full episode now on your favorite podcast platform, or head over to [link] for the transcript and highlights. Dive in if you want actionable advice on TikTok strategy, launching profitable brands with minimal bloat, and what it takes to turn ideas into assets that last. Make sure to reply and tell us your favorite takeaway—or hit up Moe directly if you’re ready to connect with an operator who’s actually in the trenches. Thanks for listening and building with us. – The DTC POD Team P.S. If you found the episode valuable, forward this email to a fellow founder or marketer who needs to see what’s possible when you combine operator grit with TikTok-first thinking. And as always, drop a review to help us reach more builders.

1️⃣ One Sentence Summary

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Moe Hayek discusses ecommerce strategies, branding, TikTok, and his entrepreneurial journey.

🎞️ Clipfinder: Quotes, Hooks, & Timestamps

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Moe Hayek 00:04:16 00:04:40

"Biohacking and the Nootropics Market: But the world, obviously is all going towards biohacking brain functionality, right. Natural ingredients, et cetera. So we're like, okay, how do we go ahead and position ourselves in this market with a product that has a unique selling advantage and it can compete with multimillion dollar brands and, yeah, NZT 48 was born, and the rest is history. I guess now we'll dive into it."

Moe Hayek 00:07:39 00:08:25

"TikTok Marketing Strategy: So for the TikTok native brands, the main thing you want to do is essentially you want to hire these kids or creators that will run their own secondary pages that can be very aggressive or very non formal in their language and their marketing. And you pretty much just give them the freedom to do whatever they want, post whatever they want on third party pages, not your main brand page. You keep your brand page as official, as clean, as on par as you want and as you can. And then those kids can do whatever they want. They can talk conspiracies, they can talk about FOMO scarcity, very sales, non sales AI. And you kind of count on them to push viral and impressions, virality and impressions to your page. And from your page, they see the representation and the trust. They end up being in a purchase."

Moe Hayek 00:24:22 00:24:37

"TikTok Marketing Strategies: Your main goal should be to one, build as many secondary pages as you can through other creators. Because now you have a content building machine and you have a workflow of virality, essentially, right? So now you're pretty much letting yourself automate an affiliate machine on TikTok Shop, plus all the viral content that you have, right? Because you don't want to look for creating viral content just to generate sales. You want views and you want to find more affiliates."

Moe Hayek 00:25:34 00:25:56

"Social Media Shopping Platforms Comparison: The reason why TikTok Shop is crushing it compared to Instagram is because, again, going back to that first point, anybody can go in, either make money or get really good fucking deals, right? Instagram didn't do that. People don't go on. Instagram to do either or. And on top of that, TikTok is entertaining. So if you can get entertained, get coupons, and make money, why the fuck would you want to be on Instagram Shop?"

Moe Hayek 00:34:04 00:34:29

"Re-Thinking E-commerce Strategy: Society or the ecom culture is training you to make $10,000 a month drop shipping the product, when in reality, you can take that same product, build it for three to five years, and sell it for $100 million, right? And that's been proven over and over again with multiple brands. So for us, we look for products that solve a problem correlate to a passion, and they're perishable because we want to resell the customer, we want to engage them emotionally, and then we want to be able to solve their problem in their life that they face often."

Moe Hayek 00:38:00 00:38:11

"Business Turnaround Strategies: Between making more profit as an info product, owning the actual supply chain, and then investing in the most important thing, which is the packaging, those are the three main things that I would do to turn that business around."

Moe Hayek 00:41:15 00:41:34

"Business Incubation Strategy: Yeah, the incubation side really just comes down to finding opportunity in the market and being able to maximize that opportunity. My goal was not to do the R and D and develop the supplement with my own money. It's to go ahead and find a manufacturing facility that has the money, has the resources, and has the machinery and be like, hey, I'm running this brand up. Here's my portfolio. I'll give you 10% of the brand if you could do the R and D for me and make me this specific product. So that's the idea of incubation."

Moe Hayek 00:47:07 00:47:46

"Understanding Brand Value: At the end of the day, a brand is really just the way you communicate to a specific group of people and doing it consistently for a long period of time. That communication can be whether it's through product, which is having a really high quality product every single time. It can be through customer service, having really good customer service every single time, or from a visual representation, which a lot of people think what a brand is a really nice logo color that's consistent on every single platform. So the idea of brand is just being consistent to a group of people for a very long time. If you can do that, then you have a brand with a thousand loyal followers that'll go ahead and do a lot of science or a lot of marketing for you for the rest of your life."

Moe Hayek 00:49:14 00:49:32

"Entrepreneurship Opportunities in Online Treands: 'For you as an entrepreneur, the best opportunity you can do now is be really good at this skill, whether it's TikTok shop or ads or creative strategy and go find brands that are lacking that online presence and say, hey, I'll run the whole show for you. You just need to give me X, Y and Z and there's a huge opportunity to do that.'"

Moe Hayek 00:50:44 00:50:49

"Miami Lifestyle Illusions: And the grass is never greener on the other side. And that's true definition of Miami."

🔑 7 Key Themes

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1. TikTok strategy for successful ecommerce brands. 2. Creating viral videos for product visibility. 3. Importance of incentive alignment with creators. 4. Challenges and opportunities in Miami. 5. Moe Hayek's journey in ecommerce. 6. Tips and strategies for entrepreneurship. 7. Lessons learned from running a plant business.

💬 Keywords

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TikTok strategy, ecommerce brands, viral videos, creator hiring, Moe Hayek, incentive alignment, entrepreneurship skills, app development, Miami lifestyle, networking opportunities, recession proof industries, manufacturing partnerships, health-focused industries, biohacking, branding consistency, Limitless Pill, plant business, ecommerce consulting, brand incubation, outreach strategy, content creation, TikTok Shops, Amazon Day One, organic content generation, affiliate marketing, in-house operations, online plant industry, perishable products, supply chain ownership, warehouse operations

Interview Breakdown

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In today's episode, we deeply explore the intriguing journey of successful entrepreneur Moe Hayek. From his early beginnings in the ecommerce world to the skyrocketing growth of his current viral brand, Moe shares all his secrets. Today, we'll be covering: - The TikTok strategy for scaling ecommerce brands and turning viral videos into sales - Moe’s guiding principles to entrepreneurship, including his emphasis on networking and developing essential skills - The challenges and lessons from his online plant selling business that resulted in both insurmountable sales and unforeseen setbacks - The lowdown on innovatively using TikTok Shops as a new platform to reach and connect with customers - Moe's inspiring transition from college dropout to ecommerce guru, pushing boundaries and tapping into booming industries for maximum success.

DTC Pod Linkedin

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@Moe Hayek has launched and operated brands doing over $1M/month, cracking the code on going viral and building high-growth DTC businesses. Moe joins @blaine and @ramon on this week’s episode of DTC POD to break down how he went from teenage dropshipper to operating Limitless Pill, leveraging unique trademarks and TikTok virality to build powerful micro-brands. We dive into how Moe spots products with real potential, the systems behind recruiting creators for organic TikTok success, and how to leverage early opportunities on TikTok Shop for major growth. Plus—what he’d do differently if he had to start his 7-figure plant business all over again. Full episode here: [Spotify Link] #dtcpod #ecommerce #tiktokmarketing #dtcbrands #brandstrategy #growthmarketing #founderstory

📚 Timestamped overview

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03:58 Exploring opportunities in growing nootropics market led to NZT 48.

07:32 Successful ecommerce brands use TikTok, hiring creators to stimulate virality and boost sales.

09:54 Struggled with Organic Social until achieving success.

14:07 Influencer rates are uncertain; aim for multi-platform creators.

17:03 Working with several creators improved video and product presentation.

18:23 TikTok Shop is emulating Amazon's successful infrastructure and SEO dominance.

23:25 Leverage TikTok Shop to automate affiliate marketing, creating viral content.

25:12 Instagram's non-shopping design fails compared to TikTok's entertaining, profitable shopping experience.

29:15 Made $2 million selling plants online; experienced difficulties.

34:01 Culture pushes quick profit; thoughtful product development yields millions.

37:12 Invest in packaging, build community brand, maximize profits.

41:01 Incubation involves leveraging resources to maximize market opportunities, particularly in supplements and beauty.

44:35 Future health industry trends: energy maintenance and tailored supplements.

46:53 A brand is consistent, targeted communication over time.

48:41 Entrepreneurs should develop key skills and assist brands lacking online presence.

51:50 Feels lucky, enjoys in-person meetings, balances life.

💼 LinkedIN - 6 Reasons Post

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Getting obsessed with "perfect content" is the BIGGEST trap ecommerce brands fall into on TikTok. Here are 6 reasons why perfectionism is killing your growth (and exactly what you should be doing instead): 1. Virality is Unpredictable—and Relentlessly Authentic. The exact video that blows up is almost never the one you scripted to death or shot in 4K. In Moe Hayek’s words, their Limitless Pill’s breakout hit was a raw, conspiracy-style creator video—not anything polished or premeditated. Authenticity wins; perfection doesn’t. 2. Volume Crushes Curation. One viral video can change your business, but you can’t predict which one will land. That’s why Moe’s method is to pay creators to post 30 videos a month—knowing most will flop, but one “dart” is all you need. The only way to guarantee success is to keep throwing content at the wall. 3. "Ugly" Websites and MVPs Can Still Print Money. Obsessing over a beautiful site or Instagram-grade content is a waste—Moe went live with what he calls “the shittiest front page” and “shittiest product page,” then focused all energy on testing and iterating with real people. The market rewarded him with 25M+ views in a month. 4. Decentralized Creators Are Your Secret Weapon. Letting creators run wild with their own “secondary” pages and styles, instead of micromanaging every post for consistency or branding, lets you hack organic reach and speak the internet’s actual language. Your “official” channel stays clean, but the magic and sales happen off-brand. 5. Speed > Control. If you’re bottlenecking content through endless approvals or creative reviews, you’re already too slow. Per Moe: “You just want to let them do their thing.” Real progress comes from empowering creators to experiment (and fail!) quickly, not waiting for your perfect draft in Figma. 6. Your Customers Don’t Care About Perfect—They Care About Connection. The TikTok generation buys from “relatable,” not “flawless.” Unpolished, conversational, and even controversial content drives discussion, engagement, and ultimately, conversion. Trying to be perfect just makes you blend in (and get left behind). TL;DR: Stop chasing “perfect” content—volume, velocity, and authenticity win on TikTok. Empower creators to swing freely and often. Don’t waste time polishing your site or scripts—get real feedback from the market. Let your official brand page be clean, but let secondary pages get scrappy (and weird). Don’t throttle your growth with endless approvals. Breakout moments come when you loosen control and let your brand be real. Perfection is for museums—TikTok is for action.

❇️ Key topics and bullets

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1. TikTok Strategies for Successful Ecommerce Brands - Hiring creators for TikTok campaigns through Twitter, Facebook, and social communities - Aligning incentives through flat fee, commissions, and performance bonuses - Maximizing traffic with sales-focused video after a viral video 2. Insights on Entrepreneurship - Moe Hayek’s entrepreneurial journey from college dropout to successful ecommerce entrepreneur - Importance of developing specific skills and targeting brands that lack online presence 3. Observations on Apps and Lifetsyle - The decreasing potential of apps in the digital market - Drawbacks and advantages of city life in Miami 4. Discussions on Manufacturing & Branding - Partnerships with local manufacturing facilities - Vetting process for potential partners - Challenges faced in manufacturing and branding industries 5. Health-focused Industries & Biohacking Companies - Moe’s interest in health-focused industries such as supplements and biohacking companies - His brand, Limitless Pill, which aims to tap into the growing market of biohacking brain functionality 6. Experiences from Moe Hayek’s Plant Business Venture - The strategy of utilizing Instagram and Facebook influencers for promotion - Importance of resourcefulness in entrepreneurship - Lessons learned from operating the plant business 7. Moe's Work as an Ecommerce Consultant - The incubation process for brands and the outreach strategy - The importance of an efficient outreach and management system 8. Discussion on TikTok Shops - Description of TikTok Shops as a new arbitrage opportunity - Utilizing TikTok Shops for SEO and product listings - Procedures and incentives of TikTok Shops for brands - Illustration of TikTok’s potential threat to Amazon 9. Moe's Venture: Online Plant Selling Business - Discovery of online plant industry through Trends.com - Challenges faced due to perishable nature of the product - Key takeaways from the business experience 10. Moe's Future Business Strategies - Emphasis on problem-solving, passion-centric, and perishable products - Hiring and training approach in his ventures.

🎬 Reel script

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In our latest DTC POD episode, we chatted with power player Moe Hayek, who shared his journey from a college drop-out to a successful entrepreneur. We dove into his viral social strategies on TikTok, explored how he grew his plant business into a million-dollar venture, only to learn invaluable lessons in its crumbling. He also enlightened us about the booming health-focused industry, and the promising future of TikTok Shops. Join us as Moe reminds us of the true nature of entrepreneurship; solving problems, igniting passion, and being eternally resourceful. Don't miss it!

✏️ Custom Newsletter

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Subject: Dive Into the Viral World of Ecommerce with Moe Hayek - New DTC POD Episode Out Now! Hey there, It's time to plug in those headphones and get ready for a brand-new episode of our DTC POD featuring the young, dynamic, and adaptive Ecommerce guru, Moe Hayek. As you tune in, you'll dive deep into the ever-evolving realm of viral marketing, ecommerce trends, and brand development. The intriguing journey of Moe's Limitless Pill brand to its viral status is a roller coaster ride you don't want to miss! Here are 5 sweet takeaways from this episode ready for your listening pleasure: 1. The Magic of Viral Marketing: Uncover the secrets behind a successful viral video, plus get a sneak peek into the TikTok strategy of successful ecommerce brands. 2. The Power of Partnership: Learn why Moe chose to partner with a wealthy individual and how to incentivize alignment with creators for your brand. 3. The Challenge of Manufacturing: Understand the nuances and challenges of manufacturing, plus get a peek into the world of M&A opportunities. 4. The Get-Your-Hands-Dirty Approach: Discover Moe's journey from college dropout to an ecommerce entrepreneur, his transition from dropshipping to building micro brands, and his unique approach to early-stage brand launches. 5. The Evolution of Social Media Marketing: Get a grasp on new opportunities in social media marketing, including using TikTok Shops and on-platform SEO for brand growth. Wait, we've also got a fun fact from this episode. Did you know Moe kick-started his plant selling venture by simply copy-pasting another plant website, changing the logo, and launching his own site? Although the business faced some hiccups, it nailed $20,000 in sales in its very first week! In this episode, Moe also talks about the ups and downs of his journey in the lush lanes of Miami, and how the city is both an inspiring and absorbing battlefield for entrepreneurs. So, buckle up for a wild ride in the world of ecommerce with Moe guiding us every little step of the way. And... that's a wrap! But before you go, make sure you act on our call to action - tune in now and learn from the mastermind behind limitless pill! Remember, every episode brings in new learning, so make sure to subscribe! As always, we love hearing your thoughts and feedback. So, drop us a line after your listen. Happy Listening, Blaine & Ramon The DTC POD Team

🐦 Business Lesson Tweet Thread

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1/ There's a big wave coming, hidden beneath the TikTok dance trends and viral videos. It's called TikTok Shops, offering brands an unprecedented growth opportunity. Let's dive in. 2/ Picture Amazon Day One, the adrenaline rush, the potential. That's what TikTok Shop is right now. Its early stages offer a golden chance to leverage platform SEO and product listings. 3/ By connecting your TikTok Shop to an army of affiliates, a new sales and commission revenue stream opens up. TikTok is even incentivising brands to jump on board now. 4/ But, there's also a threat. TikTok's playbook includes organic content, ads, influencers, all designed to lure brands away from Amazon's grasp. 5/ A small, multi-skilled team can run operations. You need a VA, a video editor, a creative strategist, a graphic designer and, of course, a media buyer for each platform. 6/ But this isn't about copying the big brands, it's about disrupting them. It's about throwing out the rule book and using creators to run secondary pages, post aggressive content, and start a content building machine. 7/ There are entrepreneurs out there, like Moe Hayek, who are already riding this wave. His brand, the Limitless Pill, broke through the noise and went viral. A result of aggressive content on TikTok and a shitty website. 8/ Brands now have a shot at reaching a million customers and still pocketing full revenue, thanks to TikTok. $20 for each brand new customer is on the table. 9/ This isn't a game for the established. No agencies, no corporate oversight. Strong focus on in-house teams and content creators to foster a genuine, organic presence. 10/ Wrap it all up, and TikTok Shops presents an exciting challenge for the daring and the quick. Now is the time to ride the wave.

🎓 Lessons Learned

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1. "Harnessing TikTok for Ecommerce Success" Maximize traffic through strategic video posting that mixes viral and sales-focused content. 2. "Creator Incentive Alignments and Commissions" Ensure creators are motivated by adopting pay structures like flat fees, performance-based bonuses, and commissions. 3. "Importance of Skill Development" Entrepreneurs should focus on specific skills to fill gaps in brands with poor online presence. 4. "Vetting Partners for Success" Identify credible partners through word of mouth or past performance review. 5. "Industries of Interest: Health Sector" Biohacking, tailored health kits, and supplements are industries of interest with significant potential. 6. "Importance of Consistent Branding" Steady communication and consistent branding are essential for building a loyal customer base. 7. "Plant Business: Lessons Learned" Owning supply chains, investing in packaging, and building a community-based brand could have salvaged a failing plant business. 8. "Ecommerce Consulting and Incubation" Finding manufacturing facilities to develop products in exchange for a brand percentage offers a win-win arrangement. 9. "TikTok Shop: The New Frontier" Brands can harness organic content, ads, influencers, SEO on TikTok Shop for unprecedented exposure. 10. "Key to Success: Solving Problems" Products that correlate with passion, solve a problem, and have a perishable nature engage customers emotionally.

💎 Maxims

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1. A successful TikTok strategy involves hiring creators to run secondary pages and post aggressive or informal content. 2. Viral videos should be followed immediately by sales-focused content to maximize traffic. 3. Incentive alignment with creators is key. Implement different payment structures such as flat fees, commissions, and performance-based bonuses. 4. Don’t follow trends – create apps and platforms only if there’s a genuine use case. 5. Focus on developing specific skills as an entrepreneur and target brands that lack an online presence. 6. Embrace the vibrancy of cities like Miami for inspiration and networking opportunities, but be aware of the potential drawbacks such as unhealthy competition. 7. Partner with manufacturing facilities close to home to save costs and time, vetting partners through word of mouth or track record. 8. Consistency in communication and branding is crucial to building a loyal following. 9. Be proactive and resourceful as an entrepreneur. Pull strings to make things work. 10. When starting a business, consider owning the supply chain and investing in packaging and community-building. 11. Outreach is a volume game. Be prepared for many rejections before finding potential clients. 12. Set up a simple management and outreach system, and avoid micromanaging your team. 13. Leverage new platforms like TikTok Shops in their early stages to capitalize on emerging business opportunities. 14. Hire an in-house team instead of outsourcing to agencies. Create secondary pages through other creators to facilitate organic content creation. 15. Always look for products that solve a problem, align with a passion, and offer an emotional connection with customers. 16. Learn from past business failures and experiences to prepare yourself for future challenges. 17. As an entrepreneur, it is critical to adapt and learn. Hire and train people as per your needs. 18. Embrace health-focused industries, considering the rising interest in industries like biohacking and tailored health kits. 19. Ensure your brand is consistently represented across all platforms, and regularly communicate your brand's story and values to your audience. 20. Location can make a huge difference in a business, hence consider it wisely depending on what you are selling. 21. TikTok can be a potential threat to giants like Amazon, especially with its more holistic approach to shopping and its strategies. 22. The importance of a minimum viable product cannot be ignored while launching a brand. Start small, gauge response and iterate accordingly.

🌟 3 Fun Facts

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1. Moe Hayek started his entrepreneurial journey by dropping out of college and getting into Ecommerce at a young age, where he made his current brand, the Limitless Pill, viral.

2. Moe launched a successful online plant business, making $20,000 in sales in the first week with only $2,000 - $3,000 spent on ads. Despite this, the business closed down due to issues with the perishable nature of the plants.

3. Moe once hired hockey players to help fulfill products for his plant business, showcasing the importance of being resourceful as an entrepreneur.

📓 Blog Post

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Title: The Winning Formulas in Ecommerce: Insights from Moe Hayek's Episode on DTC POD

Subheader: Navigating the world of ecommerce entrepreneurship with industry veteran Moe Hayek.

## Section 1: Harnessing TikTok’s Power For Ecommerce Success

Today's successful ecommerce strategies involve more than just having a great product. Advancements in social media have allowed businesses to leverage platforms like TikTok to create secondary brand pages and post engaging content to drive traffic and sales. Viral video strategies hold a crucial place in this ecosystem with views translating into sales.

The trick, as our guest Moe Hayek pointed out, revolves around maximizing traffic by posting sales-focused videos right after viral ones. Finding these content creators isn't difficult if one knows where to look – Hayek recommends scouting Twitter, Facebook, and even specific online communities. His approach underscores the significance of creators taking an aggressive or informal stance, which helps tap the younger TikTok audience effectively.

## Section 2: Embracing Opportunities and Understanding Challenges

Turning to entrepreneurship at a young age, Hayek's journey in ecommerce started with dropshipping, graduating to building micro brands for enhancing enterprise value. He now operates the viral brand, the Limitless Pill, a venture into the fast-growing market of biohacking brain functionality.

Operating successful brands in a competitive online space isn't without challenges, but as Hayek points out, it also presents incredible opportunities for Mergers and Acquisitions with well-established brands. Packaged with specific lessons on consistency in communication and branding to build a loyal following, his guidance outlines a surefire blueprint to ecommerce success.

## Section 3: Lessons from Experiences

Hayek found success through unique ventures like partnering with hockey players to fulfill orders for his plant business or working with manufacturing facilities for his brands. Such strategic collaborations shaved off costs and time, making operations smoother.

However, every venture doesn't draw the same success. Hayek's attempt to penetrate the online plant industry, though initially shooting up to impressive sales figures, fell through due to difficulties in shipping and storing perishable products.

Despite the steady flow of challenges, including struggling with the plant business supply chain and issues with packaging, each experience proved to be a stepping stone to his ecommerce journey's next phase.

## Section 4: TikTok Shop – The New Frontier of Ecommerce

Recognizing TikTok Shop's potential in its early stages and on-platform SEO and product listings, Hayek outlines a possible playbook to harness this new frontier in ecommerce. Adopting an in-house approach for managing operations, he advocates brands hire a versatile team capable of catering to various strategic fields, from managing creators to strategizing media buying for each platform.

## Section 5: Key Takeaways

Hayek's journey underscores the need for ecommerce entrepreneurs to be resourceful, flexible, and ready to adapt. Owning the supply chain, investing wisely in packaging, community-building, and finding allies in unexpected places can set you apart in the crowded ecommerce landscape.

## Conclusion

Moe Hayek's candid sharing during the DTC POD episode presents clear insights on navigating the vibrant world of ecommerce. His experiences underline that there are indeed many paths to success, but being open to learning, adapting, and embracing challenges is the shared route everyone can take.

🎤 Voiceover Script

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"In this episode of DTC POD with Moe Hayek, we uncover the ins and outs of viral marketing strategies, the benefits and pitfalls of operating in Miami, and delve into Moe's journey in ecommerce and the plant industry. With insights into TikTok Shop's new arbitrage opportunity, building valuable partnerships, and the trials of building micro brands, this episode is packed with wisdom for any aspiring entrepreneur. Tune in as we explore the resilience and innovation behind successful ecommerce trends."

🔘 Best Practices Guide

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To craft a successful e-commerce brand on platforms like TikTok, hire creators to run secondary pages and post engaging content. Focus on views rather than sales when creating viral videos. Align incentives with creators through payments involving flat fees, commissions, and bonuses. Partnerships with experienced individuals can broaden your knowledge and resources. Venturing into recession-proof industries like health and beauty will ensure longevity. Owning the supply chain, having precise packaging, and creating a community around the brand enhance business success. In online marketing, consistency in communication and branding are key to building a loyal following. Being resourceful, adaptable and focusing on skill development are crucial aspects of entrepreneurship. Lastly, always vet your collaborators, and build diverse teams that can play multiple roles in operational and marketing tasks.

🎆 Social Carousel: Do's/Don'ts

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Slide 1: "Maxims From Moe Hayek - DTC POD" Slide 2: "Omni-Presence" Master every online platform to increase brand exposure and drive sales. Slide 3: "Go Viral" Create catchy, engaging content. Viral videos attract views, while sales-focused videos convert them to clients. Slide 4: "Creator Coalition" Hire creators from various platforms, assign them tasks, and monitor their progress. Don't micromanage; instead, empower. Slide 5: "Deep Dive" Properly research and choose potential partners, make sure incentives are aligned for every partnership for best results. Slide 6: "Own Your Chain" Control as much of your supply chain to solve problems effectively and reduce dependencies and vulnerabilities. Slide 7: "Harness Innovation" Embrace opportunities TikTok Shop offers, similar to the potential of Amazon Day One, for your brand's growth. Slide 8: "Product Packaging" Invest in product packaging, it's the first physical impression customers get of your product - make it pleasant. Slide 9: "Incubation Sequence" The process of finding manufacturing facilities involves not only having a product but ensuring quality over quantity. Slide 10: "Resourcefulness" Entrepreneurship requires adaptability. Being resourceful and adjusting tactics is crucial for success. Every failure is a learning opportunity.

🎠 Social Carousel

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Slide 1: "10 Insider Tips Every Ecommerce Entrepreneur Needs to Know" Slide 2: "Harness TikTok" Harness TikTok for sales-driven content posted after viral videos. Slide 3: "Incentives Matter" Align incentives with TikTok creators through commissions and performance bonuses. Slide 4: "Master Skill Sets" Develop specific skills to target brands lacking an online presence. Slide 5: "Vet Partners Wisely" Use word of mouth and reviews to effectively vet potential partners. Slide 6: "Opportunistic Branding" Tap into thriving markets like health and biohacking for brand growth. Slide 7: "Leverage Outreach" In operations and client acquisition, treat outreach as a volume game. Slide 8: "Max Out TikTok Shop" Use TikTok Shop like the early days of Amazon to optimize SEO and listings. Slide 9: "Own The Supply Chain" Control the supply chain for smoother operations and better profitability. Slide 10: "Embrace Learning" Learn from each venture to acquire the skillset needed for selling any product. Final Slide: "Get More Tips" Want more? Tune into DTC POD for more invaluable ecommerce insights!

One Off Tweets

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1. Manufacturing and branding are not easy tasks. Grit, attention to detail, and tenacity are needed. Glory in the struggle – it's where greatness starts. 2. The ephemeral nature of products can make the customer connection more emotional. Cherish the challenges they bring – they're building blocks to an unforgettable brand. 3. Don't just focus on the immediate sale. Know that for every viral video, there is a strategically placed sales-focused video waiting. It's all about the long game. 4. Embrace the variety in payment arrangements for creators, from flat fees to performance-based bonuses. Harmony in incentives is the key to exquisite content. 5. The beautiful allure of Miami can lead to inspiration or depression. Balancing the highs and lows is much like navigating the twists and turns of entrepreneurship. 6. Consistency. That's the one string that ties all successful brands together. It's the melody that tunes your brand into the hearts of loyal followers. 7. Entrepreneurship is a winding path of resourcefulness, from hiring hockey players as plant fulfillers to finding manufacturers in non-mainstream locations. Where there's a will, there's a creative way. 8. The Limitless Pill may have started with a bare-bones website, but 25 million views later, it's proof that micro-brands can explode in value. Bigger isn't always better. 9. Miami is home base for us - a hub of in-person connections and energizing opportunities. But no matter where you are, remember - home is where your business thrives. 10. Handle rejection like a champion – every "no" brings you closer to a "yes". When doing outreach, remember that volume is king and tenacity is queen.

Twitter Post 1

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This 1 TikTok trick helped Moe's brand hit 25M+ views in a month. Let creators run wild posting from *secondary* pages, not your main brand account. Organic viral content + controversy = boom!

Mindsets

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If you’re looking to build and scale a standout DTC brand in 2024, here are 3 mindset shifts inspired by Moe Hayek’s episode on DTC POD: 💭 Shift from “perfect launch” to “iteration mindset.” Instead of obsessing over the perfect website or flawless rollout, start with a minimum viable product you believe in and launch fast. Let TikTok and organic traffic show you what resonates. You can iterate and improve as the data—and virality—start coming in. 💭 Move from “single creator” thinking to building a “content army.” Don’t hinge your growth on one creator or influencer. Instead, recruit a pool of hungry creators, give them clear info about your brand, and empower them to experiment. Allow secondary pages (not your main brand page) to embrace wild ideas, conspiracy hooks, or edgy storytelling. Virality is unpredictable—it’s a numbers game. 💭 See ops and supply chain as your real differentiator—not just marketing. Moe’s plant brand story shows: marketing can win sales, but without bulletproof fulfillment and a solid supply chain, your brand can unravel fast. Winning DTC brands treat operations and customer experience with the same obsession as their content game. Curious to hear more tactical DTC wisdom—and wild war stories? Give the Moe Hayek episode on DTC POD a listen!

Tactics

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If you’re looking to take your eCommerce or DTC business to the next level, here are five under-the-radar tactics and strategies inspired by Moe Hayek’s approach on DTC POD: 💡 Build an “Unofficial” Creator Army. Instead of relying on your brand’s official page, recruit creators to run secondary pages where they’re free to experiment with edgy, unverifiable, or even conspiratorial messaging. This allows for high-volume, high-variance testing without risking your core brand image—and lets you tap into viral trends much faster. (Pro tip: Let them handle the narrative and avoid micromanaging!) 💡 Incentivize creators like growth partners, not gig workers. Skip the flat-fee-per-video model. Structure deals where creators get paid a base rate to produce daily content for a full month (think $3-500 for 30 videos), but layer in meaningful commission upside for conversions. Plus, repurpose each video across multiple platforms to maximize your odds of a hit. 💡 Don’t over-engineer your MVP. When launching a new product, resist the urge to build a “perfect” website or airtight funnel. If your product delivers real value, ship a barebones landing page and pump out content—a scrappy front end won’t stop you from going viral if the offer’s right. 💡 Leverage TikTok Shop’s incentive flywheel—today, not tomorrow. TikTok is aggressively subsidizing acquisition: They may pay your customers $20+ to buy from you (meaning your $30 product only costs them $10). If you get in early, you can profitably blitz the market before caps tighten or the ecosystem saturates. 💡 Outsource with intent, not abdication. Hiring VAs or managers can drive massive leverage, but only if they’re set up to act as “athletes” playing multiple roles—not as box-checkers. For DTC, a lean squad (one VA, a manager, a sharp video editor, and nimble creators) can outperform a bloated agency—and keep you closer to what’s working, right now. Try plugging one or two of these into your business—and don’t forget, the biggest breakthroughs often come from testing what others overlook.

In Depth Thread

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Overrated: Obsessing over a perfect brand page for TikTok. Too many founders waste time polishing their main account, treating every pixel like a storefront window. Underrated: Third-party viral pages (run by creators you barely manage). Here’s the actual playbook Moe Hayek used to rack up 25M+ views and 7-figure months: Third-Party Army Don’t just post on your own TikTok account. Hire 3-5 hungry creators, let them run wild with their own pages. Conspiracy, controversy, FOMO—let the creative chaos rip. Your “official” TikTok stays clean and on-brand. The real action (and sales) come from these auxiliary channels dropping videos that would make your legal team sweat. Speed > Aesthetics Forget agonizing over brand guidelines at launch. Moe’s early “shitty website, shittier front page” still hit millions of eyeballs—because the first goal isn’t to impress, it’s to move product. Viral + Sales Hook Virality ≠ Sales. First video goes viral, pulls the crowd. Second post? Reply to the top comment and *pitch*—talk features, benefits, and specifics. That’s where conversion happens. Volume > Perfection Target: 1 video a day/creator for 30 days. Pay: $300-500/month + 20% commission. Method: Find unproven creators in Facebook/Discord/Twitter communities—"kids that are willing to work"—don’t sweat follower counts. Virality can come from anyone. Automation, Not Babysitting No micromanaging. Let creators do their thing, track who “gets” your product, double down on those. Cut weak performers. Simple. Multi-Platform Blast Don’t stop at TikTok. Repost winning videos on YouTube Shorts and Facebook Reels. Same asset, 3x the chances. Spray and pray. Early Adopter Goldmine Don’t just ride TikTok for traffic. Set up TikTok Shop now to get platform credits, affiliate plays, and algorithm love. Brands are getting $20 per new customer from TikTok—don’t wait until it’s saturated. Proof Over Pretty Millions of views and seven-person teams are beating massive brands by going fast, iterating with user-driven chaos, and actually fulfilling (not just pitching). Stop sweating your main page’s “brand feel.” Build a creator flywheel, unleash a messy army, and let the market show you what works. If you want the Limitless Pill playbook, it’s above.

New Idea

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Idea #1: Leveraging Viral Organic Content for Ecommerce Growth Utilize organic, viral content as a core driver for ecommerce brand growth by: 1. Harnessing Conspiracy-Style TikTok Content: Moe explains that their breakthrough viral video was a conspiracy-themed piece referencing the “Limitless” movie pill, blending pop culture and controversy to quickly amass millions of views. (“The main theme was like, conspiracy style videos. Like, hey, do you remember the movie? Okay, well, here's what you didn't know about the movie. … that conspiracy theory plays into the native TikTok audience of younger demographic…”) 2. Developing a ‘TikTok Army’ of Independent Creators: Instead of focusing only on polished, branded posts, Limitless recruited a variety of independent creators, often younger and less established, who ran secondary pages with more freedom to create edgy, viral content. This strategy meant more darts thrown at the wall for potential hits. (“…hire these kids or creators that will run their own secondary pages that can be very aggressive… You pretty much just give them the freedom to do whatever they want, post whatever they want on third party pages, not your main brand page.”) 3. Prioritizing Volume and Speed Over Perfection: Moe shares that getting content out quickly, even if it’s not perfect, is more valuable than meticulously crafting the “ideal” video—which often flops. The approach is to produce high volumes of content cheaply and let the platform and audience pick what works. (“…you spend $1,000 into scripting editing, finding the perfect influencer that matches your perfect brand image just to make a video that will most likely flop, right? Instead of investing all that time, you're like, fuck all that. Here's three to $500. Give me 30 videos and hopefully one of them works.”) By focusing on organic virality, leveraging platform-native strategies, and empowering a community of agile, creative contributors, ecommerce brands can ignite growth with speed and authenticity—a stark contrast to traditional top-down, highly controlled marketing.

Tweet thread on learnings

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Tweet 1: So @MoeHayek built microbrands from scratch, went from dropshipping viral fads to running multimillion-dollar ecom ops & incubating brands. He cracked TikTok, sold plants online during COVID, and now helps brands scale with simple, scrappy teams. My playbook takeaways from a DTC operator’s perspective: 👇 Tweet 2: 1. Going from Dropshipping to Building Real Brands Quick wins in dropshipping are fun—until you’re left holding dead stock. The real opportunity? Learn the ecommerce fundamentals, then pivot to building brands with long-term value you can actually sell as assets. Tweet 3: 2. Viral on TikTok ≠ Sales—But There’s a Playbook The first viral TikTok may just get you eyeballs, not dollars. To convert, follow it up FAST with a sales-focused reply to high-engagement comments. That’s where the revenue comes in. Tweet 4: 3. How to Scale UGC: Don’t micromanage creators. Let them experiment, be weird, post controversial takes. Keep your main brand page polished—let your “TikTok army” run wild on burner accounts. One hit can cover 30 misses. It’s a pure volume game. Tweet 5: 4. TikTok Shop: The Next Big Ecom Land Grab TikTok Shop is day-one Amazon energy: SEO + native checkout + credits to brands and buyers. Early adopters can crush by maxing out affiliates + volume before the big brands catch up. Tweet 6: 5. Lean Ops > Big Teams Running $1M+/mo? Moe does it with 7 people. That includes just ONE VA & manager for creators, a solid editor, designer, strategist, and media buyers. Focus on recruiting athletes who can play multiple roles, not bloated org charts. Tweet 7: 6. The Hardest Ecom? Doing What No One Else Will Shipping live plants cross-country = nightmare logistics. It’s brutal but creates built-in defensibility. If you solve the hard ops, your competitors won’t dare follow. Bonus: Always own your supply for niche/complex products. Tweet 8: 7. Actual Brand = Consistency, Not Just a Logo A real brand? It’s how you talk to a tribe, repeatedly and reliably, across product, service, community, and visuals. Nail that, and your customers will be the marketing for you. Tweet 9: 8. Skip Agencies—Build In-House Agencies treat you like yesterday’s priority. Find founders, creators, or athletes to own your TikTok + UGC from the inside. Leverage creator marketplaces + communities, and use commissions to keep everyone hungry. Tweet 10: 9. Find Your Edge—Then Roll Up or Consult The brands winning big aren’t just building single products—they’re running playbooks: incubating with manufacturers, consulting for equity, sniping early platforms, and rolling up brands that haven’t figured out TikTok yet. Missed the last wave? Just pick up a proven one and run the play.

LinkedIN - Start from Scratch

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If I had to build a $1M/month brand in 2024 with (almost) no resources, here's the TikTok creator engine I'd deploy: (This is the exact playbook Moe Hayek used to take multiple DTC brands from zero to viral out of nowhere.) To get new eyes on your brand and convert them at scale, you need to: • Go where organic reach is unlimited (TikTok) • Let creators produce volume (not just polished brand ads) • Incentivize the right way so the machine keeps running So... How do you do it like Moe? By building a TikTok “army” – a decentralized, always-on content machine. The system has 3 pillars: • Recruiting unpolished but hungry creators • Giving them freedom (and direction) to test viral hooks • Incentive structures that prioritize volume, not vanity Here’s how it works: 1. Hire 3-5 creators to start. Don’t overthink it. - Don’t chase big names. Find ambitious people who can follow basic briefs. TikTok’s algorithm doesn’t care if they have 100k followers or zero. 2. Let them launch content on *their* pages (not just your brand’s). - You keep your main page clean and “official.” Let your creator army go nuts with conspiracy hooks, controversy, whatever gets attention. 3. Pay for output, not polish. - $300-$500/month for a video *every day* – plus 20% commission if they convert. The magic isn’t one viral banger, but 90+ experiments per month across the team. 4. Don’t micromanage. Kill what doesn’t work, double down on what does. - Your job isn’t to review every TikTok. Fire what’s flat, multiply what pops. Is it that simple? Yes — and most brands still miss it. They obsess over “brand-safe” content and over-scripted UGC. Meanwhile, the real winners are pumping out hundreds of testable hooks and learning in public. You can even turbocharge it: • Syndicate creator videos to YouTube Shorts and Facebook Reels for 3x the shots on goal • Plug your army right into TikTok Shop – so every creator can earn (and sell direct in-app) • Use affiliate incentives to grow distribution, not your brand payroll The biggest mistake? Overthinking. Trying to script or brief “the perfect viral.” Moe’s first massive TikTok was 100% unscripted — and never repeated. The secret is *volume* and *letting go*. So if you want to build a brand with limited cash and unlimited reach: - Let TikTok’s chaos work for you - Build your creator army ASAP - Incentivize for output, not just influence Anything you’d do differently? Drop your playbook or ask questions below. — Check out the full convo with Moe Hayek on DTC POD: https://linktr.ee/dtcpod And follow along for more behind-the-scenes DTC growth strategies for 2024.

Future State, 6 reasons post

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In just a few months, we turned a nootropic brand into a viral sensation, capturing 25M+ TikTok views, driving massive sales, and building brand equity around a movie-inspired product. But most DTC brands are still stuck using outdated influencer and paid ads tactics—while leaving TikTok and creator-led growth on the table. THE OPPORTUNITY: Most brands still see TikTok as a risky experiment or a channel for sporadic organic wins. They stick to: - Over-produced influencer content - Rigid, brand-owned pages - Heavy reliance on paid ads - Manual, slow creator recruitment - No direct link from content to checkout - “Spray and pray” agency relationships But a new era of DTC is here—brands are building creator armies, plugging into TikTok Shop, and scaling viral, sales-driving content at a fraction of the effort and cost. Old DTC Playbook: - Brand-owned, polished social pages - High-cost, big-name influencers - Manual video production and coordination - Disconnected checkout process - Agencies treat you like a one-night stand New DTC Playbook: - Creator-led, viral content on secondary pages - Lightweight, flexible creator deals and incentives - Automated creator recruitment and crowdsourced content - Native checkout via TikTok Shop and instant incentive alignment - Programmatic testing and rapid iteration Transitioning to this “TikTok-first, creator-led” model is the #1 unlock for modern DTC. Here are my 6 recommendations for any DTC operator who wants to move from “old playbook” to a viral, TikTok-powered growth engine: 1. **Recruit continuously from fresh talent pools:** Tap into creator communities, Facebook groups, and Twitter—don’t just hunt for big-name influencers. Train and incentivize agile creators who “get” viral formats. 2. **Launch a network of secondary pages:** Don’t rely on your polished main account. Let creators go wild with informal, edgy, or conspiratorial content that hooks the TikTok-native audience. 3. **Volume > perfection:** Pay for volume—e.g., 30 videos for $500—instead of overproduced one-offs. Incentivize with commissions or bonuses to align motivation. 4. **Automate outreach and management:** Use VAs and light-touch managers to onboard creators, manage posts, and monitor progress. Avoid heavy manual oversight—let performance dictate who you double down on. 5. **Plug into TikTok Shop ASAP:** Move from clicks to instant checkout: set up shop, connect your creator network, and leverage TikTok’s early incentive programs for outsized organic reach and margin. 6. **Create a feedback flywheel:** Spin up “controversial” or viral angles, then follow up with sales-oriented replies and sequels to capitalize on viral spikes. Learn, iterate, and scale what works. I’m convinced: every DTC brand not running a TikTok army + Shop + creative flywheel is leaving 6–7 figures a month on the table. What’s holding your brand back from going all-in on TikTok and creator-driven growth? Have you tried any of these tactics—or found something that’s working even better? Let’s compare notes 👇

About the Episode

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Moe Hayek is a serial e-commerce operator and growth strategist known for launching viral DTC brands and pioneering winning strategies on platforms like TikTok. With a background that spans from early drop shipping hustles to building valuable microbrands, Moe brings an operator’s mindset to brand-building and digital marketing in highly competitive spaces like supplements and wellness. On this episode of DTC POD, Moe breaks down the tactics that propelled NZT-48, a nootropics brand inspired by the movie "Limitless," to explosive growth. He shares how his team leveraged a unique trademark advantage and wasted no time validating product-market fit—launching with a basic website and immediately testing ads and organic TikTok content. Insights include the importance of positioning in a partially saturated market and using the cultural cachet of a trademarked pop culture name as a wedge. Moe goes deep on his TikTok-first approach, showing how recruiting and incentivizing creators to run raw, viral-style content on secondary pages can spark outsized attention. By embracing a high-volume, hands-off approach—giving creators freedom to experiment and iterate—he’s found repeatable formulas for sparking virality and quickly converting views into sales. He also highlights the rising opportunity of TikTok Shop, likening its early-stage potential to Amazon’s early days, and explains how brands can harness in-platform affiliate and SEO features to maximize reach and conversions. The episode spotlights Moe’s emphasis on speed, volume, and early adoption—ranging from minimum viable product launches to building a nimble team that can scale TikTok outreach, manage creators, and ruthlessly prioritize what works. Listeners get a firsthand look at why blending viral experimentation with operational discipline can be the difference-maker in today’s direct-to-consumer landscape.

Episode Summary

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Moe Hayek is a veteran DTC operator who started in e-commerce as a teenager, honing his skills in dropshipping before pivoting to building micro brands with real enterprise value. Currently, he’s the main operator behind the viral nootropics brand Limitless (NZT-48), leveraging creative branding, strategic partnerships, and a robust TikTok content engine to carve out a space in the booming supplement market. In this episode of DTC POD, Moe breaks down the tactics behind launching and scaling Limitless, including acquiring unique IP, building viral content strategies with independent creators, and using TikTok Shop as a growth channel. He shares lessons from previous ventures, the realities of supply chain and operations, and what he looks for in new product opportunities. The conversation covers creator management, incentive structures, early adoption of new channels, and how brands can build audience trust in a crowded landscape.

Success Strategies

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1. Build a creator-driven TikTok “army” Moe Hayek credits much of Limitless Pill’s momentum to a unique, decentralized TikTok content strategy. Instead of relying strictly on polished, in-house content, Hayek recommends recruiting a roster of hungry creators—especially those just starting out and open to experimentation—to run secondary and third-party TikTok pages. These creators have the freedom to be bold, unfiltered, and even controversial, allowing them to test new hooks, trends, or conspiracy-driven content that might not fit the “main” brand feed. By empowering creators to operate independently, you create a high-volume, multi-angle content machine. The brand benefits from volume, authenticity, and the viral potential of content that is native to TikTok yet isn’t handcuffed by heavy-handed creative controls. 2. Turn viral moments into sales-driving content Viral videos grab eyeballs, but virality alone doesn’t build a business. Hayek’s playbook is to immediately follow a viral moment with a more direct, sales-focused response. For Limitless Pill, this often meant piggybacking off a surge in views by creating a reply video to a highly engaged comment, shifting attention from pure controversy to clear product benefits and credibility. This two-step approach—first, spark engagement through viral, organic hooks; then, directly address questions and highlight product value—ensures traffic is channeled into conversions, not just empty views. Brands should anticipate the viral cycle and use each spike as an entry point to educate and convert. 3. Exploit early-mover advantages on new platforms (e.g., TikTok Shop) Hayek emphasizes jumping on new channel opportunities before they become saturated, with TikTok Shop as a current example. Brands that treat TikTok Shop as a serious, SEO-driven platform (not just a dropshipping playground) benefit from algorithmic preference, customer incentives, and early infrastructure support. For early adopters, TikTok even subsidizes sales and incentivizes both creators and customers to use Shop, creating a window of rapid, cost-effective growth. By focusing on SEO, keyword optimization, and scaling in-platform affiliate partnerships, DTC brands can secure favorable positioning and build durable advantages before mass competition floods in. Early investment in operational compliance and customer experience also pays off with better platform support and higher sales ceilings as the channel matures.

Success Strategies v2

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1. Turn TikTok into your creator-powered launchpad If you think brand-building is only about polished content and main brand pages, think again. Moe Hayek’s approach flips the script, showing that direct-to-consumer brands can turn TikTok into a low-cost engine for both rapid awareness and sales—if you play it right. Here’s Moe’s playbook: - Skip the endless planning and perfectionism—just get a minimum viable product ready, put up a simple landing page, and start running TikTok ads. - Build a “TikTok army” by recruiting a bunch of hungry creators (not just big influencers, but anyone with creativity and hustle) to post experimental, sometimes wild or controversial videos across secondary pages. Let them run with their own tone and style while you keep your brand account official and clean. - Maximize your chances of hitting viral gold by prioritizing volume over perfection. If you bet on 30 videos, odds are one will pop—and when it does, quickly follow up with content that’s more sales-focused to catch the wave and drive conversions. The best part? It doesn’t take a big team or legacy agency overhead. Tap into low-cost creator communities—offer them a small retainer plus a juicy commission, and let them fire off daily content. This increases your odds of virality while freeing up your time to double down on what works. 2. Exploit first-mover advantages on new native shopping channels The big brands are still sleeping on TikTok Shop, but Moe says this is Amazon 2012 all over again. TikTok is pouring incentives into its shop feature: paying brands, subsidizing customer purchases, and rewarding participation with algorithmic love. If you’re early, the benefits are massive: free or cheap customer acquisition, on-platform SEO juice, automated affiliate and creator discovery, and an army of paid creators able to close sales right inside TikTok. How to capitalize: - Launch your product on TikTok Shop while there’s a cap (200 orders a day per new brand) and the early-adopter algorithmic boost is still in play. - Integrate your army of TikTok creators with Shop’s affiliate features—let them connect, promote, and sell for you natively. - Use every tool TikTok offers: credits for running ads, automated sample sending for creators, affiliate programs, and listing optimizations for search. - Stay nimble: This is a window that will close as the platform matures and competition grows. Take advantage while customer subsidies and organic reach are supercharged. Moe’s advice: Treat it like SEO land-grabbing on early Amazon. Every day you wait, you’re making your competition’s job easier. 3. Nail problem-solving products—and build operational advantages from day one Flashy marketing can get products off the shelf, but supply chain gaps and operational headaches can bring you down just as fast. Moe’s journey from slinging plants online during the pandemic to running potent supplement brands proves it: operations are the hidden battleground in DTC. Here’s how to futureproof your brand: - Choose products that check three boxes: they solve a real problem, tie into a passion, and are either consumable or create recurring engagement. This sets you up for repeat customers, emotional buy-in, and long-term growth. - Don’t let your marketing outpace your fulfillment. If you’re getting traction, double-check your supply chain, packaging solutions, and community-building already. Refine as you go, but don’t skip the fundamentals—otherwise, you’ll end up with angry customers and costly refunds. - If you’re launching something complex (perishables, supplements, anything with logistics hurdles), secure control or deep partnership on manufacturing and fulfillment early. Lean into info products, subscription models, and community engagement to add profit and reduce churn. Marketing is never the bottleneck. The brands that win are the ones who can fulfill their brand promise with reliable, scalable operations—and keep the customer experience tight as the orders pour in. Don’t get seduced by early sales or viral moments to the point you neglect the basics. That’s how you make success sustainable.

Castmagic LinkedIn Post

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Going viral on TikTok isn’t just luck — there’s a strategy behind every hit. Moe Hayek joins Blaine Bolus & Ramon Berrios on this week’s episode of DTC Pod. Moe is a seasoned ecom operator behind multiple 7-figure brands, including the viral nootropics brand NZT-48. In this episode, we break down the art of launching “micro-brands,” using TikTok to drive fast growth (organic & paid), building and incentivizing a creator army, hacking product-market fit with smart trademarks, and stacking early-mover advantages with TikTok Shop. Tune in to hear what it really takes to build breakout brands in today’s DTC landscape. Listen to the full episode here: [link] #shopify #dtc #ecommerce

IG Reel Vids

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Moe Hayek went from college dropout to running million-dollar ecommerce brands—all before he turned 25. After getting his start drop shipping viral products as a teenager, Moe realized the real money was in building micro brands with true enterprise value. Fast forward: he teamed up with a partner who owned the trademark for NZT 48, the “Limitless pill” from the movie, and used TikTok’s viral machine to turn it into a breakout nootropics brand. Moe’s secret? Leveraging TikTok creators running their own aggressive pages, engineering viral conspiracies, and then capitalizing with sales-driven follow-ups. The result: 25 million views in the first month and millions in sales. Now, Moe is helping other brands crack the code, incubating new products and showing that in DTC, bold strategy and fast execution are the real cheat codes.

IG Video

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This pill brand went viral on TikTok and you’ve probably seen it without realizing it. The company is called Limitless, and they sell a real-life version of the NZT-48 pill from the movie Limitless. Moe Hayek isn’t the founder, but he is the main operator who helped take the brand to the next level. The secret? Moe and his partner already had the NZT-48 trademark, giving them serious brand equity out of the gate. Their launch strategy was simple: a basic website, a great product, and a creator-driven TikTok blitz. One viral conspiracy-style video—hinting that big pharma didn’t want you to know about their pill—exploded to 2 million views in a single day. From there, Moe set up an army of creators making content on secondary pages, pushing virality and driving sales. Limitless is proof that with smart branding, a unique product angle, and understanding how to go viral, you can break into a crowded market—even against multimillion-dollar competitors.

📢 Short VO

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Sometimes the next big DTC brand starts with selling the weirdest products and learning from failure. I just had Moe Hayek on the podcast. Moe’s story is classic operator: he dropped out of college and learned the ecom ropes with dropshipping—testing everything from fish-eye lenses to posture correctors. But it wasn’t until he shifted his mindset to building micro-brands with real enterprise value that things clicked. Now, he’s the operator behind NZT-48, a nootropics brand that leverages a unique trademark and viral TikTok-first strategy to stand out in a crowded market. In this episode, Moe breaks down the power of controversial, native TikTok content, the importance of building a low-lift, high-volume creator engine, and why brands should ignore agencies and build in-house. We also get into his wild success with selling live plants online during COVID (and why supply chain nearly killed it), lessons from brand incubation, and what he’s eyeing next in health and wellness. It’s episode [insert number]—give it a listen, and let me know what you think!

Hormozi Prompt

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When I started out in ecommerce, I was 17 or 18. I didn't build with venture funding. I didn't chase the next big brand name. I didn't try to perfect every website before launching. I didn't spend months on product R&D before seeing if something would actually sell. I didn't rely on fancy hires or huge teams. I learned by drop shipping random products—fish lenses, back posture correctors—two months at a time. I tested hundreds of products. I learned to catch market trends as soon as they popped up. And when a product didn’t work, I moved on with zero ego. That’s what let me stack real skills: product sourcing, quick launches, marketing for views, and going straight to the source. That’s what let me spot a brand with built-in cultural momentum, like NZT-48 straight from a movie, and turn it into a viral business. That’s what let me go from hustling with dropshipping to operating and scaling brands with real enterprise value. Over time, I realized you don’t need to pour resources into something until you have traction. You just need a minimum viable product, a good product, and an audience that cares. You go TikTok-first—hire hungry creators, let them try wild things, and double down on whatever performs. You build systems that let you hire three- to five-person teams, not giant ten-floor offices. Everyone loves to say, “Build the next great DTC brand overnight.” But putting in the work, testing a ton, and rolling with the punches is how you actually get there. This worked for me. Do what works for you. Just keep moving and figure out the rest as you go.

Timestamps Trial

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00:00 Moe’s background: dropping out, early days in ecommerce, and moving from dropshipping to building micro brands 02:28 The Limitless pill: landing on the NZT-48 brand, trademarking, and product concept 03:58 Entering the nootropics market and leveraging movies for brand equity 05:54 Trademark process and the advantage of smart timing 06:47 Go-to-market strategy: MVP launch, packing value into one pill, and early TikTok wins 08:25 TikTok content strategy: creators, third-party pages, and sparking virality 09:46 Translating TikTok views into sales: content sequencing and reply tactics 11:05 The creative that went viral: conspiracy-style videos and tapping into TikTok’s native audience 12:31 Spotting and incentivizing TikTok creators: finding new talent and building a creator pipeline 14:07 Compensation models for creators and maximizing video output across platforms 15:17 Managing the system: scalable approaches to creator management and performance 16:38 Creator selection, optimization, and learning from what works 17:35 TikTok Shops: opportunity overview, differentiation from Amazon, and first-mover strategies 19:34 How TikTok Shop works: affiliate armies and seamless checkout 20:27 Multiplying playbooks on TikTok: organic, paid, SEO, and influencer layers 20:51 TikTok’s incentives, early mover advantage, and growth numbers 21:43 TikTok Shop’s order caps, fulfillment standards, and certification requirements 22:36 Advice for established brands overwhelmed by TikTok: avoid agencies, build in-house, and leverage automation 24:37 TikTok Shop’s creator automation: free samples, affiliate growth, and leveraging internal tools 25:57 Instagram vs. TikTok Shop: why TikTok is winning the ecommerce race 26:27 Building a lean in-house operation: ideal team structure and role breakdowns 27:41 Key hires for scaling ecommerce and content engines 28:38 Past experience: launching an online plant business, leveraging trends, and initial growth 31:13 Realizations from plants: supply chain nightmares, perishability, and why operations matter 34:01 Product criteria: passion, perishability, and solving ongoing problems 34:49 Scaling operations: resourcefulness, local hiring, and figuring it out on the fly 36:34 What Moe would do differently: owning supply, packaging, and creating community 38:15 Plant business marketing: leveraging influencers and why marketing wasn’t the problem 39:43 Ramon’s lobster experiment: executing on wild ecommerce ideas 40:19 Consulting, incubating, and growing brands: Moe’s current focus 41:01 The incubation playbook: partnering with manufacturers, focusing on feel-good/look-good markets 42:42 Vetting partners and matching incentives in incubation deals 43:09 Manufacturers vs. brands: opportunities and core competencies 44:21 Vertical bets: wind-down supplements, tailored health, and future ecommerce trends 46:53 What makes a great brand: consistency, communication, and customer experience 47:46 Untapped M&A opportunities: rolling up legacy brands and bringing them online 48:41 Bringing new skills to established brands and the power of joint ventures 50:15 Miami life, ecommerce community, and balancing productivity with the city’s temptations 52:30 Where to find Moe online and final shoutouts

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If I had to spin up a viral DTC brand today, here’s the *exact TikTok playbook* I’d use: (This is literally how Moe Hayek and his team took a nootropics brand – Limitless Pill/NZT-48 – from scratch to millions of views and breakneck growth, all while keeping ops super lean.) To break through on TikTok, focus on 3 core elements: • Leverage an army of relatable creators • Test wild, native content (not stuffy brand ads) • Double down when something pops – and translate the attention to sales Here’s how... 1. Build a “TikTok army” of creators. Don’t just rely on your official brand page. Recruit everyday creators or “kids with a brain,” hand them your product, equip them with info and let them experiment on their OWN pages. You want volume and variety – think five creators posting daily for a month = 150+ shots at virality. 2. Let the creators run wild with concepts. The best-performing videos are NOT high-production or hyper-polished. They’re native to TikTok’s tone: raw, even a bit conspiratorial, unfiltered and FAST. Ex: The biggest viral hit for Limitless was a wild, borderline conspiracy theory about a “real-life Limitless pill” (it landed 2M+ views *in one day*). Let creators go edgy, weird, even wander into hot-topic debates – just steer clear of misinformation. 3. When content goes viral, activate SALES mode. Virality ≠ sales... at first. When something takes off, instantly REPLY to top comments with a follow-up video that’s clear, benefit-driven, and points straight to your offer. First you get the views, then you focus on converting those eyeballs. More winning tactics: • Incentivize creators with flat fees *plus* commission upside (3–500 bucks/mo + 20% of sales = hungry, motivated talent) • Recycle the best videos across YouTube Shorts and Facebook for 3x the shots at a winner • Use TikTok Shop to catch the wave early – TikTok is incentivizing brands with $20/customer, platform credits, and priority support for early movers Keep your team lean. Moe runs 7-figures/mo with just 7 people – one VA, one manager, a couple athlete-style creative strategists, and video editors. Ops don’t need to bloat. No overthinking, no chasing trends too late, NO analysis paralysis. Launch. Let creators test. Double down on what works. If I was starting from square one again, THIS would be my DTC launch stack. — More tactical breakdowns from Moe Hayek’s episode on DTC POD here 👇 https://www.dtcpod.com/episodes/moe-hayek #DTC #TikTokMarketing #UGC #Ecommerce #BrandBuilding

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If I had to launch a new DTC brand from scratch and get traction on TikTok (even with zero following or budget), here’s the playbook I’d follow: (This is the exact viral UGC framework Moe Hayek shared on DTC POD, breaking down how he took Limitless Pill and other brands to millions in sales, capitalizing on modern TikTok organic and TikTok Shop growth.) There are 3 main things to focus on to blow up a brand fast using TikTok: • Build a creator army (not just a brand page) • Let creators go wild on their own pages • Leverage TikTok Shop’s incentives and affiliate structure Here’s how... 1. Don’t just post on your brand page. Find hungry creators to run “fan” pages. The trick isn’t hiring influencers with millions of followers. It’s getting “kids with a brain” (Moe’s words) who can follow simple instructions and post every day. You don’t care about the polish—let them use conspiracies, FOMO, controversy, real reactions, whatever. Many are just starting and want their first paid gig. Recruit in creator Facebook groups, on Twitter, or dedicated communities. Your coaching and expectations? Minimal. Let them be as aggressive and non-corporate as they want on their personal/side pages, while you keep the official brand page clean. 2. Volume beats perfection. Incentivize daily posting, not just results. A creator posting once a day for 30 days is better than hoping a single high-priced influencer "gets it.” Moe’s system: Pay ~$500/month per creator + 20% commission per sale. Give access to brand info and tools (ChatGPT, Dall-E, Submagic) so they can keep content fresh. If 1/30 videos hits? That’s all you need for a snowball. Most virality comes from unexpected angles, wild hooks, or UGC that feels almost “too native.” The Limitless Pill blew up when creators riffed off the NZT-48 movie conspiracy. Moe: “You can’t predict the hit—the right creator, in the right voice, makes it happen. Sometimes it’s just luck.” 3. Use TikTok Shop to turn impressions into direct sales (and get TikTok to pay YOU). The underrated cheat code: TikTok Shop. Moe’s team plugs their product into Shop, lets creators link it, and TikTok itself is throwing money at brands—bonuses, ad credits, even subsidizing $20 off for the first customer (TikTok covers the difference). Build your creator army, link each of them to your product via Shop’s affiliate system, and you now have a content/sales machine across the TikTok ecosystem. Early adoption = better ranking, support, and first-mover brand equity (think early Amazon). A few more tactical notes from Moe Hayek: • Don’t hire agencies for this—do it in-house for speed, control, and learning • Use a VA to manage dozens of creators; double down on those who get traction, drop the rest • Always measure views AND sales: once a video pops (often conspiracy/controversy based), follow instantly with a reply video that sells, addresses a comment, and links the product • Repurpose all winning UGC to Facebook, YouTube Shorts, IG Reels for more shots on goal TikTok, as Moe says: “Never in history could anyone go from zero to viral in their first post. You just need the machine and enough tries.” -- Want the full viral DTC playbook? Listen to Moe’s episode on DTC POD here: https://dtcpod.com #dtcpod #ecommerce #ugc #tiktokmarketing #dtc #founderstories

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Moe Hayek dropped out of college and started in ecommerce at 17, quickly cycling through dropshipping “hot products” in classic hustle style. Dissatisfied with the lack of long-term value, he moved on to building microbrands and landed as the operator (not founder) behind Limitless, a nootropics supplement brand leveraging the NZT-48 trademark from the movie Limitless. What you’ll learn: - How Moe leveraged an iconic movie trademark (NZT-48) to grab instant brand awareness and why timing is everything in sniping IP. - The core advantage behind Limitless: packing the full nootropic dose into just one pill (vs. competitors’ two or four pills). - Moe’s “TikTok army” strategy—how hiring low-follower creators to run “wild” secondary pages fuels hyper-viral growth while keeping the brand page pristine. - Why going viral on TikTok is about controversy, conspiracies, and strategic reply videos—and how to actually convert those views into sales. - Building scalable systems for creator recruitment: how they use VAs to manage hundreds of creators with minimal hands-on (and what incentives actually get creators to deliver). - The ground-floor opportunity Moe sees with TikTok Shop for DTC brands—how TikTok’s early-stage incentives and in-app checkout threaten Amazon’s dominance. Some takeaways: - Owning a pop culture trademark (NZT-48 from Limitless) provided a massive head start, giving the brand instant equity—sometimes, the best “product-market fit” is product-pop culture fit. - TikTok’s viral opportunity isn’t about polished brand content—it’s about aggressive, native, sometimes controversial storytelling from creators who “get” platform context. Allow their creativity to flourish on secondary pages, not your main brand profile. - Virality itself won’t convert—pair a broad-appeal, conspiratorial video to spike views, then immediately follow with a “salesy” reply video that addresses comments and pitches product benefits. - Recruiting creators is about volume and identifying raw talent—not follower counts. Use communities (like Jimmy Farley’s) and subreddits to find motivated, hungry creators, incentivize with modest flat rates and commissions, and focus only on the few who “stick.” - Early-mover brands on TikTok Shop can get $20 per new customer in subsidies, seriously reducing acquisition cost. TikTok also enforces high product and supply standards (no dropshippers, must store/ship from US) to protect its burgeoning ecommerce ecosystem. - ”Marketing is never the problem”—Moe’s biggest ecommerce headaches were always operations and supply chain, never getting demand. If supply can’t scale, no amount of viral campaigns will save you. - Managing the TikTok creator engine is process-driven and lean: for Moe’s $1M+/mo business, just one VA and a manager handle hundreds of creators, freeing up the core team for product and strategy. - Looking back, Moe’s toughest brand was selling live potted plants during COVID—a crash course in mastering perishable logistics, supply chain risk, and packaging innovation. Where to find Moe Hayek: - Instagram: @themoehayek - Website: https://mohayek.com In this episode, we cover: (00:00) Moe’s path from college dropout to ecommerce operator (02:01) How and why the Limitless/NZT-48 brand exists (05:54) The “wild west” world of movie-inspired trademarks (06:09) Launching with MVPs and why a janky site is fine if you have a viral angle (07:25) The TikTok creator playbook: why third-party pages dominate modern growth (08:57) How to convert TikTok virality into revenue (11:05) Finding, training, and incentivizing raw creator talent at scale (14:07) Structuring creator deals for volume and performance (18:06) The TikTok Shop “land grab” and what separates it from Amazon (21:43) Platform controls, order caps, and why TikTok bans China direct shipping (23:01) Why Moe thinks brands should always build TikTok in-house (no agencies) (26:45) Running a $1M/month brand with a 7-person lean team (27:54) Moe’s “plant brand” story—hard lessons in operations and fulfillment (34:01) Filtering winning ecommerce ideas: perishable, passion-driven, and problem-solving (41:01) The importance—and limits—of marketing vs. supply chain (44:21) Future ecommerce bets: calm-down supplements, tailored biohacking, at-home health kits (46:53) What really makes a great brand: consistent communication and exceptional product/service (48:41) The roll-up/TikTok growth opportunity for legacy CPG brands (50:27) The Miami effect: why location and community can be a double-edged sword (52:30) Where to find Moe online Referenced: - TikTok Shop: https://seller.tiktok.com/ - NZT-48 (Limitless movie): https://en.wikipedia.org/wiki/Limitless_(film) - Trends (Trends.com): https://trends.co/ - Jimmy Farley creator community: https://twitter.com/jimmyfarley_ Key quotes: “Marketing is never the problem. It’s always the supply chain.” “TikTok lets anyone become a viral sensation overnight, so you can literally find anyone, anywhere, who just gets the platform—it’s never about high follower counts.” “If you hit one out of 30 videos on TikTok, that’s all you need. And you’d be shocked at the scale.” For anyone looking to crack DTC virality or leverage TikTok’s new commerce engine, Moe’s approach is both blueprint and cautionary tale—focus less on the ‘perfect’ campaign or page and more on the people and systems who can out-execute at scale.

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Episode Summary Moe Hayek is a seasoned ecommerce operator with deep experience in launching and scaling viral DTC brands using cutting-edge TikTok strategies. Currently the main operator behind Limitless Pill (NZT-48), Moe has worked across dropshipping, brand incubation, and consulting, leveraging nootropic trends and digital virality to build brands with real enterprise value. In this episode, Moe shares his journey dropping out of college to enter ecommerce, his evolution from dropshipping to building sellable brands, and his playbook for explosive growth using TikTok organic content and TikTok Shop. He breaks down what makes a product go viral, how to recruit and incentivize creators, lessons learned from launching a plant delivery brand during COVID, as well as what it takes to build a lasting, scalable operation in the crowded DTC space. Episode Notes At age 17-18, Moe Hayek got his start in ecommerce through dropshipping, quickly realizing the need to move beyond short-lived trends to build brands with lasting value. Today, as the operator behind the Limitless Pill (leveraging the iconic NZT-48 name from the movie “Limitless”), Moe shares how trademarking and clever positioning can jumpstart brand equity. This DTC POD episode dives deep into Moe’s viral TikTok growth formula—unpacking how to blend organic and paid, work with armies of creators for virality, and turn high engagement into real sales. Moe talks candidly about building his COVID-era plant delivery business, the headaches of perishable logistics, maintaining operational simplicity, and his lean seven-person team driving seven figures a month in revenue. He also discusses the massive opportunity with TikTok Shop, focusing on UGC, SEO, and leveraging TikTok’s early-mover brand incentives. From consulting and incubating brands to scouting new supplement trends, Moe shares his framework for choosing products, executing go-to-market, and shaping a winning ecommerce stack. On this episode of DTC POD, we cover: 1. Moe Hayek’s origins in dropshipping and evolving to brands with enterprise value 2. Trademarking NZT-48 and the Limitless Pill’s viral positioning 3. TikTok-first growth: organic, paid, creators, and “conspiracy” content strategies 4. Structuring creator partnerships for sustained volume and performance 5. TikTok Shop playbook: organic, affiliate, SEO, and why it’s the new Amazon 6. Operational challenges building a live plant delivery business during COVID 7. How to hire, train, and manage creators and VAs for content at scale 8. The power of arbitraging trends and product launches on emerging platforms 9. Brand-building vs. product “flips” and long-term asset value creation 10. Supplement and health niches: where Moe sees the next big opportunities 11. What makes a brand “great” and how to spot winning products 12. Consulting, incubation, and partnering with manufacturers for new product lines 13. Life, business culture, and networking in Miami’s ecommerce scene Timestamps 00:02:01 – Moe’s background: from college dropout to ecommerce operator 00:03:18 – The Limitless Pill and trademarking NZT-48 from the “Limitless” movie 00:04:41 – Building instant brand equity and entering the nootropics market 00:06:09 – Go-to-market: MVP product launch and early viral TikTok ads 00:08:57 – Converting TikTok virality into sales through sequential content 00:11:05 – The breakthrough TikTok concept: conspiracies, trends, and native style 00:13:04 – Recruiting and incentivizing new creators for TikTok volume 00:15:29 – Managing creator output: autonomy, selection, and doubling down 00:18:06 – TikTok Shop as the next Amazon: setup, SEO, and early-mover credits 00:21:43 – Order caps, fulfillment quality, and TikTok’s anti-dropshipper stance 00:26:45 – Running a lean operation: team structure, VAs, and million-dollar months 00:29:15 – Plant delivery during COVID: supply chain and operational hurdles 00:34:01 – Moe’s framework for choosing brands and products that scale 00:40:19 – Brand consulting, incubation, and partnering with manufacturers 00:44:21 – Supplement, health, and wellness: emerging DTC trends 00:46:53 – What actually makes a successful, lasting brand 00:50:15 – Miami’s influence: local ecommerce culture and community Listen in for tactical takeaways, real-world stories, and inspiration on building breakout DTC brands in today’s fastest-moving channels.

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