Health Profits Academy – Build A $10 Million Supplements Company In 18 Months
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When Buck Rizvi’s Health Profits Academy version 4 was out, I finally caved and signed up.
I had been thinking about doing so for 18 months, but the timing had never felt right.
Years before, I became interested in the nutritional supplement sector after observing Ed O’Keefe’s success with banner ad traffic to his main product Marine D3.
Ed’s success plan was to imitate what others – his immediate competitors – had done before him.
As a result, he rapidly discovered that upselling numerous bottles of the same supplement he’d just sold to a new client was the key to increasing his average order value (AOV) – effectively doubling the front end value of a new customer overnight.
Ed could be considerably more aggressive in his ad expenditures with a far greater AOV.
This enabled him to swiftly expand up his firm, which he did, earning millions in the process.
I never imagined that starting your own extremely lucrative dietary health supplement business would be easy, but it did appear achievable.
The Health Profits Academy course is aimed to address the question of how doable it is.
Or, to take from one of the marketing titles that often advertises Health Profits Academy and emphasizes just how realistic it all is, the course is all about…
IN 18 MONTHS, BUCK RIZVI BUILT AN 8-FIGURE ONLINE DIETARY SUPPLEMENT COMPANY
And, by extension, how you may be able to achieve it…
Most likely not. Buck was able to leverage his prior marketing experience as well as the lessons learned from his first health supplement business to leapfrog his way to success with Real Dose Nutrition, the dietary supplement company that he, Michael Lovitch, and Dr. Steven Sisskind helped launch in the latter half of 2011.
I’ll write more on Real Dose Nutrition soon.
Before I go into my thoughts on the course, I’d want to clarify that I am NOT an affiliate for Buck’s program.
Health Profits Academy is a five-star curriculum in my opinion.
I am not being rewarded in any way for my opinion, which I will state right away is immensely good.
On the other side, I do benefit from the difficulty of writing this evaluation.
I’m a copywriter, and my ideal customer is a prospective or experienced supplement marketer – exactly the type of marketer that Buck’s program is likely to attract.
So, if that description describes you (and it should if you’re reading this), then this review will have achieved its dual purpose: introducing you to me and resolving any questions you may have regarding the relative worths of investing in the Health Profits Academy course.
One more thing…
This review is for version 4 of the course, which was issued in early 2017.
Because it was touted as a total makeover of Health Profits Academy’s internal workings at the time, what you see mentioned here may not be entirely (or at all) in line with the version of the program that you would have access to if you choose to purchase it (in all likelihood though, the latest version is probably even better).
WHO IS BUCK RIZVI’S HEALTH PROFITS ACADEMY TARGET AUDIENCE?
If you’ve been thinking about starting your own dietary supplement company, you won’t find a better educational resource than what you’ll find at Health Profits Academy.
The course has been created from the ground up to address virtually every question you would have about what it takes to get your business up and running and successful.
Make no mistake: this is not a simple task.
It’s just as difficult as I anticipated.
But, to Buck’s credit, he recognizes this and has gone out of his way to address every issue that a marketer wanting to enter into the dietary supplement sector may encounter.
Consider Health Profits Academy to be a great A to Z guide for establishing your supplement business correctly.
To get started, you don’t need to know anything about vitamins.
The one caveat, presuming you’re new to all of this, is that you should have some notion of what your first supplement may be before committing to the course.
This is why:
You must have a goal.
Buck emphasizes the necessity of developing a purpose-driven health business, and you’ll have a difficult time persuading both him and yourself that you’ve given your business a lot of consideration (apart from the money-making component) if you haven’t even decided on the nature of your first product.
You must concentrate.
If you have a clear understanding of the nature of your first product in mind, it will be much simpler to visualize what you need to do at each stage of the course. There are so many paths you may take here that if you don’t already know where you want to go, you’ll be overwhelmed by the options.
You must be able to view the finished result.
Working your way through this curriculum will take you weeks, if not months. If you start too soon, before you comprehend what you’ll have accomplished by the time you finish the course, chances are you’ll find an excuse to put off finishing the program until later – and you might never come back to it.
By the end of 2015, I’d persuaded myself that the next thing I needed to understand in depth was the business of owning a nutritional supplement company.
I was excited to get started, but I didn’t have a specific supplement in mind at the moment.
As a result, when I inquired about the program, Buck advised me to wait until I had a clear idea for a beginning product.
So I followed his counsel.
Today, I have an idea for a supplement but not a persuasive marketing plan (I have a tentative idea but it needs work).
For the time being, it is sufficient for me to visualize my dietary supplement as a viable product and comprehend everything taught in Health Profits Academy in the context of this envisioned end point.
If you haven’t already, I propose you develop your first supplement offer.
Determine the nature of your target market, understand what problem your supplement will answer for those individuals, and have a clear understanding of how your product will differentiate itself from the competitors.
That final element (the unique component) will be VERY crucial when it comes to selling your product, and will determine whether you succeed or fail.
So, if you’re brand new to the world of dietary supplements, you should think about it carefully before plunging in.
Who else might benefit from participating in Health Profits Academy?
Certainly anyone with a well-established health-related firm who understands how to drive visitors to their service.
Fitness trainers, personal coaches, medical physicians, nutritionists, holistic health practitioners, and others have found Health Profits Academy to be appealing. and, like Buck before he made the move, both past and present corporate leaders looking for a way out.
WHO IS BUCK RIZVI TO TEACH YOU HOW TO RUN A DIETARY SUPPLEMENT COMPANY?
Buck has stated that he founded Health Profits Academy in order to “actually open up the kimono and invite people in to see how the sausage is made.”
Buck Rizvi photographed in Boulder, Colorado in 2016.
He appears to be eager to show you the exact steps he took to succeed.
But why is this so?
If you think about it for a second, it’s kind of strange.
Because he makes far more money running his supplement companies (he has two) than he does teaching others how to become his competitors.
So, what’s the catch?
Let me sketch out the main elements of Buck’s story for you to help you understand the answer to this question.
Before I do, I want to emphasize one point: what is IN the course, its quality and completeness, is far more important than any of the history that led up to its development.
Nonetheless, Buck’s story contains enough relevant events to paint a reasonable picture of what shaped his thinking most over the years and why he believes what he believes today.
At the age of 19 he joined the United States military and began training as an airman at England Air Force Base in Alexandria, Louisiana where he worked on a plane called the A-10 Thunderbolt.
The anti-tank A-10 Thunderbolt was essentially a plane built on top of a giant Gatling gun. [Image courtesy of Wikimedia] .org]
The A-10 is essentially a flying Gatling gun designed to shred tanks with armor-piercing depleted uranium bullets.
But it was the plane’s exceptional durability that made the greatest impression on Buck.
It could withstand direct hits from high-explosive projectiles.
Perhaps more impressive yet, it had been built with a doubly-redundant hydraulic flight system – just in case primary flight control was lost due to the plane taking damage.
In the unlikely event that both those systems should be taken out, the pilot could depend on a backup mechanical piloting system to maintain control of the plane and avert disaster.
This triple-redundancy mindset of the A-10 engineers would later help guide Buck when the time came to layer in “tough tiers” for his own businesses.
After his time at England he endured what he has described as a 21-year stint in the “corporate rat race”.
He worked his way up through the technology sector, part of it spent shilling products for both Fortune 500 and smaller companies.
But it wasn’t the life he wanted.
He had become what he has described as the “consummate road warrior” – his days spent on the road, away from his wife and son, living out of a suitcase and eating junk food.
On the surface he had all the trappings of wealth.
But it was getting harder by the day to deny that he was “in debt up to the eyeballs”, living paycheck to paycheck, and growing increasingly overweight.
Of course he did what most people in the same situation would do – he tried his best to ignore the little voice in his head warning him he could not keep this up indefinitely.
Until the day, while traveling for his job at the software company Tektronix, something happened that suddenly dialed up the volume of that little voice to a level he could no longer ignore.
Sitting on a plane awaiting takeoff at Washington-Dulles he received the news that a plane had struck one of the World Trade Center towers in New York where he was headed for business.
He got off the plane completely unaware of what was actually happening on September 11, 2001.
When he learned while driving home that a second plane had struck the towers he realized that his perception of the world had fundamentally changed.
Every notion of personal security that he had taken for granted was suddenly gone.
Shortly after this he lost his job, which only reaffirmed his new conviction.
Nobody was immune to waking up one day to find their life suddenly turned upside down by events beyond their control.
It was an unsettling idea, one that permanently shaped his outlook on life and left him with the realization that he needed to become FAR more self-reliant.
So much so that he might never again find himself at the mercy of others.
In September 2014 Buck Rizvi launches SurvivalDad.com
Ultimately this lead to Buck launching a lifestyle business called Survival Dad concerned with all things related to both personal and financial security.
But that would come much later, after he had figured out just what it takes to survive in an uncertain world.
Back in 2001 he was far from realizing that goal.
Buck soon found himself another job, but he couldn’t shake the feeling that he was still rowing the same boat, and that if he wanted to safeguard the well-being of both his own future and that of his family, he was going to have to dramatically change his approach to income generation.
Over the next few years he dabbled in online home-based businesses with the idea that if one of them took off he could become his own boss.
He tried network marketing, real estate investing, consulting, even a soy candle-making business.
Nothing gelled.
Then in the summer of 2005 he received an email solicitation from the Early To Rise newsletter to which he had recently subscribed.
Agora was holding an internet marketing conference in Baltimore and the cost was $4,000 to attend.
It was costly – but Agora had built a $100 million publishing business selling newsletters and the thought that he could get access to the inner workings of the “Agora Model” was too much for Buck to resist.
Sitting in the conference on the second day he suddenly saw for the first time just how to build a profitable online business.
The insights gleaned from the Agora conference quickly led to a second conference and this time the idea of a nutritional supplement company was already starting to take shape.
Buck learned that Gary Halbert, one of the most respected copywriters of the day, had endorsed an info product created by someone who claimed to have built a $100 million supplement business.
So Buck contacted Gary looking for a recommendation about how to get his own business started.
“Send me $15,000 by Fedex,” Gary told him, “and I’ll write you a sales letter that will make you rich.”
In April 2006 Buck Rizvi launches Ultimate Lifespan LLC.
And that’s basically what happened.
Buck launched his first dietary supplement business Ultimate Lifespan using the letter Gary had written to promote Buck’s first product Ultimate Digestive Health.
Sure enough, the sales letter began to bring Buck money and finally the firm expanded to 7 figures.
By the end of 2006 he was making more with his new business than the $150,000/year he was earning as vice president of a software company.
So he quit and he has never looked back.
Five years later in 2011 he paired up with online marketer Michael Lovitch to create Real Dose Nutrition.
Real Dose Nutrition LLC was started in August 2011 and because an 8 figure company within 18 months.
The philosophy behind the firm was expressed in their tagline:
The appropriate elements in the proper amounts.
In other words, although their competitors in the dietary supplement industry may pay little regard to the existing science on supplement consumption, Buck and Michael would adopt the exact opposite strategy.
Before developing any product, the couple would commit to conducting the necessary research.
They would then base their component choices and doses on high-quality peer-reviewed studies.
That means conducting randomized double blind human clinical studies with the exact same components and doses as their own product.
They realized that this was the only way to ensure that their product would perform as planned.
Dr. Steven Sisskind became the company’s third partner, and within 18 months of selling their flagship product, Weight Loss Formula No. 1, they had reached $10 million in sales.
At the same time, Michael and Buck were experimenting with an information product dubbed Health Business Confidential.
That company appears to have sparked the concept for Health Profits Academy, which Buck then founded and has fully overseen since November 2014.
One more word about Buck.
I consider myself to be a quite intelligent individual, but when I’m reading HPA Buck makes me feel a bit foolish – he simply appears to be overly knowledgable about his field of interest.
In general, you’d think this is a positive thing: If you’re the smartest person in the room, you’re in the wrong room, as the adage goes…
On the other hand, I have the impression that he is playing at a higher level than I am capable of reaching.
That is not a pleasant sensation for me.
Take it how you want, but the moral of the tale, or the point I’m trying to make, is that this guy knows his stuff and is more than willing to share it with you.
WHAT WILL I FIND IN HEALTH PROFITS ACADEMY EXACTLY?
As with any in-depth instruction, there will be both good and bad news.
The good news is that by the time you’re a third of the way through Buck’s instruction, you’ll be blown away by how extensively he covers each topic.
Health Profits Academy actually has a plethora of knowledge.
However, this may also be viewed as a disadvantage.
Because by the time you’re two-thirds of the way through the program, you’ll be wondering, “When will this ever end?”
At this point, you know that this is serious business, and there is no easy button if you want to build the type of dietary supplement firm that may one day be scaled up to something comparable in magnitude to Real Dose Nutrition.
In the main program, I accumulated around 2250 minutes (more than 37 hours) of video footage.
Those figures do not include any additional items (which I will not describe here since they may or may not be applicable to you – but they are certainly big things).
So there’s more than enough stuff in HPA (including PDFs of the Powerpoint presentations) to keep you busy for weeks, or in my case, months, as I worked my way through it all.
As I work through a course, I usually take notes, as I did here.
Otherwise, it’s easy to lose sight of where you are when life interferes and you return after a break.
However, as you can see from the course menu to the right, it’s simple to keep track of which course components you’ve marked as completed (green status indicators) and which you haven’t (grey).
I’ll go over what’s in each of the main course modules quickly below, which were unlocked a week at a time to keep course participants on track with Buck’s weekly question and answer sessions.
MODULE 1: SETTING UP YOUR HEALTH BUSINESS THE RIGHT WAY
Right off the bat you’re going to be challenged by the questions posed in the first module.
Because before you can take ANY actions at all you’ll need to be crystal clear on exactly what kind of business is it that you intend to run.
Every decision you make here is going to have some effect on what you can and cannot do down the road.
For example, Buck talks a lot about the importance of the mindset required to create and run a purpose-driven, profitable e-commerce health business.
In other words, there’s a long-term vision, or grand goal, towards which you intend to aspire.
Or there should be if you see things Buck’s way.
If this sounds compatible with your own vision of how you intend to run your business, or at least the very idea sounds good to you – with a personal emphasis on accountability to your customers, an adherence to strict ethical considerations when it comes to choosing the type and quality of products you’ll sell, and a desire to conduct your business in a way that others would characterize as authentic, trustworthy, and transparent – then you’ll value the approach Buck takes here.
You’ll recognize the worth of spending time on figuring out both what your brand promise should be, and your “code of conduct”, so that you and your customers wil be clear on the way your business is likely to develop going forward.
Then there are all the technical and procedural aspects to setting up your online business so that there is literally a place on the web that your prospects can go to learn about your supplement offerings and purchase them.
For example, do you need to worry about trademark matters? Probably.
What are the legal ramifications of setting up your business as an LLC (limited liability company) rather than as a sole proprietorship? Now you’re thinking about asset and personal liability protection as well as the tax scheme you’ll attach to your business.
What’s the best way to build your web site? What’s important when it comes to logo design? What do you need to have in place to actually accept money from a customer on your site so that you can proceed to fill or order. And so on.
You’ll learn how to put your business in place as a “minimum viable product” – something that demonstrates you mean business, even though you may be far from ready to think about where to look for your first customer.
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