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“We were #1 and took almost 32% of the market share in the dietary supplements category last year according to the SPINS topline report for 2011, I plan on doubling our market-share for 2012.”

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Ike Blackmon is the executive director of Creative Bioscience, a dynamic weight-loss supplement company dedicated to innovation, research and professional support.

Creative Bioscience is a dynamic weight loss supplement company dedicated to innovation, research, and professional support. The company uses key botanicals and natural ingredients in its line of herbal supplements for diet support, and its products are manufactured in FDA inspected and GMP approved facilities using precise, technologically advanced equipment. It produces several proprietary, all-natural diet support supplements, including the plant Irvingia gabonensis, commonly known as African Mango and Raspberry Ketones. Creative Bioscience’s complete line of products offers tailored weight-loss options for all consumers, including those looking to cleanse their system of toxins.

Ike Blackmon, Creative Bioscience - Executive Director

MO: Can you talk about how you started Creative Bioscience? How have your experience and background contributed to the development and ultimately the success of the company?

Ike: Before Creative Bioscience, I was providing marketing services for other dietary supplement companies through my marketing company Incoming Sales. This experience showed me that the weight loss industry was in desperate need of a company that would offer consumers transparency and consistency. I saw the need for a company that was willing to do it better. Creative Bioscience was founded around this idea.

MO: Creative Bioscience has experienced tremendous growth over the past year. Startups typically need to pivot and evolve their business model over time, especially as customers start to use the product. Can you provide some advice or lessons learned to entrepreneurs on pivoting while keeping your business moving forward at the same time?

Ike: There was no way for me to forecast the growth we experienced, we had to pivot and evolve daily and we still do because of our continued growth. I had to cut out everything that wasn’t totally necessary to make sure we could keep our suppliers and advertising partners happy. We went from ordering 200 to 2,000 to 10,000 to 20,000 to 100,000 to 200,000 units at a time while our marketing costs grew at the same rate without any outside capital contributions. At the beginning, I was the designer, shipper, kitter, support, logistics, sales, programming, writer, hr manager, financial manager, compliance manager, account executive, product procurement, product development, SEO, SEM guy and I had a new baby at home. I worked 18 hours a day 7 days a week, even when we brought on people to start filling the positions where we needed help.

My best advice is to push as hard as you can, expect problems and objections daily so you can identify them, isolate them and overcome them in a timely manner so you can keep moving forward.

MO: You have some unusual ingredients in some of your Creative Bioscience products. Can you talk about how you discovered the weight loss properties in foods like African Mango?

Ike: We hire the very best scientists from all over the world to help us discover and develop the most innovative ingredients. African Mango, for example, has been used for centuries for a myriad of health benefits including weight loss. Another ingredient, Raspberry Ketones, a compound derived from red raspberries, is proven to help burn fat and boost metabolism.

All of the time and money I could be spending negotiating with reality TV stars I’ve spent locating and hiring the world’s top scientists. Every dime we could be giving to a Kardashian goes to buying better ingredients or hiring more qualified people. We want to keep the focus on the science behind our products.

Celebrity advertising ploys have been used for years and I think that consumers see right through it. Celebrity endorsements may help a first sale but it doesn’t create loyal customers. Great products create loyal customers.

MO: How have you implemented social media into your marketing plan?

Ike: Creative Bioscience is always striving to stay ahead of the curve and developing a social media strategy is certainly part of that. We always give customers the opportunity to “like” us with links on our websites and even on our invoice receipts. Social Media has become an entire division of Creative Bioscience, it runs 24-7 and I think we are approaching 70,000 fans. Social media provides an excellent and inexpensive venue to engage with customers to ensure their continued success while using our products.

MO: What’s innovative about what you’re doing at Creative Bioscience?

Ike: Not only does Creative Bioscience offer dynamic weight loss formulations, we set ourselves apart by offering unparalleled support, coaching, and motivation for our customers 24 hours a day, 7 days a week. I think we are truly the only company in our category that honestly cares that the product is doing its job.

MO: What’s the most exciting thing on the horizon for Creative Bioscience?

Ike: We are killing it everywhere right now, Creative Bioscience has a tremendous amount of momentum and it doesn’t look like it’s going to slow down anytime soon. I’m excited most about the success of our new SKU’s performance across the board and our product registration in other countries especially Canada, UK and Brazil. It’s not just the money for me; I want to be The World’s biggest and best at anything I do. I didn’t start this to be a little bit successful; I came here to change the world.

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