Cosmix

Cosmix is a nutrition brand that sells plant-based supplements and organic powders for holistic health. The brand's mission is to use plant-based superfoods to help people achieve optimal health. Cosmix products are made with real ingredients and are free of sugar, stevia, gut-irritating gums or enzymes, and synthetic flavors and preservatives. 

User interview and survey conducted (25+ responses): 

Common observations across 25+ interviews focusing on discoverability and buying behavior around protein powders:

They aren't meant to be MECEs but identify closest personas. For example, one can be an fitness buff/ athlete and knowledge worker but based on health and wellness lens of lifestyle they would be identified here in the former category. 

Please scroll to the right to access table. 

For easier access, feel free to read here in spreadsheet:  

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Top down approach based on income and consumption from demand side

This is on conservative side where it assumes average protein plant based powder size on the lower end and we haven’t taken market expansion rate of at least 8-12% CAGR which will INCREASE the size of market with time. 

💪 ICP  01 - Active Individuals who value clean & functional Nutrition

Are you pushing your limits and need nutrition to match? Our plant-based protein powder is engineered for peak performance. With absolutely clean ingredients, 5.6g of BCAAs for recovery, and no artificial sweeteners, it fuels your body the right way. Produced in-house with no adulteration, it boasts a complete amino acid profile and gut-friendly digestive enzymes. Trust your nutrition to us, so you can focus on breaking your records.#CleanFuel#PeakPerformance

🏢 ICP 02 - Busy Corporate Professionals Seeking Convenient and Tasty Nutrition

Struggling to hit your daily protein intake with your hectic schedule? Our plant-based protein powder delivers 24g of clean protein per serving, complete with a digestive blend to keep your gut happy and energized. Enjoy delicious flavors and the convenience of easy-to-make, on-the-go protein shake smoothies. Stay sharp, stay healthy, and conquer your day with our protein-packed solution. Be no more confused – choose clean and low calories plant protein powder.

Cosmix grew because of strong WOM. With a product with super high NPS and loyalty, a few users have been using it for 2+ years, creating a strong network effect. Surveys and feedback have shown that people would love to be community champions or product ambassadors and have already recommended the product to many others. These users are typically active individuals who are respected in their personal circles. It lies on core understanding:

Ambassador Programme/ Cosmix Community Champs

Community Champs like these are identified based on purchase patterns, social profiles, and an invite-only approach to the first 300 to 500 people. 

To make it less about selling and one party gaining from sharing the referral link where they might seem to have a perceived higher side. 

Make it voluntary and community-driven. Add perks of community.

Programme would run for a limited time like up to 6 months, giving the person an option to refer up to 100 people at maximum. This would also insure quality is not diluted. 

From the Perspective of Cosmix Community Champs

Each referrer receives a personalized link, similar to the STOA DAILY newsletter expansion model, which includes:

This detailed and structured referral program ensures that Cosmix not only acquires new users but also builds a stronger, more engaged community around its brand.

Internal Dashboard sample to track referral campaign and performance with focus on metrics

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