How I Built A $100K/Month E-Commerce Business In The Health Space

Published: August 7th, 2023
Jordan Peterson
Founder, Allbe Canada
Allbe Canada
from Richmond, BC, Canada
started January 2001
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Hello! Who are you and what business did you start?

Hello there, my name is Jordan Peterson, and I'm the proud founder of Allbe Canada, a health supplement venture nestled in the heart of Canada. Our story is unique, like our products.

Our journey began with the objective to enhance the quality of people's lives through our scientifically backed, high-quality supplements.

Our flagship product, NMN 4500, is a testament to our commitment to helping our customers achieve optimal health. Predominantly, our customers are individuals who are proactive about their health, who value and understand the significance of good nutrition, and how it underpins a life well-lived.

Today, we're generating annual revenue in the ballpark of 7 figures, a figure that exemplifies our relentless commitment and the trust of our health-conscious customers.


What's your backstory and how did you come up with the idea?

I've always been a health enthusiast, always curious about how our bodies work and how we can enhance their performance through diet and supplementation. My background is in nutritional science as a lecturer at a medical school, which gave me the foundation to understand the complexity of human health and nutrition.

However, the true motivation behind founding Allbe Canada came from something other than my professional background, but a personal experience.

I distinctly remember the day my mother was diagnosed with a chronic disease. The reality that her health could be improved by altering her lifestyle habits, including nutrition, was a major wake-up call. I began researching extensively, exploring the potential of dietary supplements in supporting overall health. The idea for Allbe Canada sparked during this time, to create a product that could support people's health naturally and holistically.

I knew NMN 4500 was the right idea when I saw its potential impact during the testing phase. We conducted extensive trials and research, which confirmed its benefits. This was not like my other business ideas, which were more theory-based. Here, I saw tangible results, a product that could genuinely help people improve their health.

At the time, my financial situation was stable, but I was risking a lot by stepping into the entrepreneurial world. However, I was convinced about the product and its potential.

The positive responses and results from our initial customers were the validation I needed. It was clear that our focus on scientifically backed, quality supplements filled a significant gap in the market, and our growth since then has only confirmed that we made the right choice.

Allbe Canada was born from a personal journey, a passion for health, and a drive to make a difference. And that's the ethos that we carry with us every day as we move forward.

Take us through the process of building the first version of your product.

The genesis of NMN 4500 was a meticulous, yet exhilarating journey. We started by focusing on the research of NMN (Nicotinamide Mononucleotide), a compound that has shown promising results in promoting cellular health and longevity.

After an exhaustive search, we finally found a suitable Canadian manufacturer. This process was costly, but we viewed it as a crucial investment, given our confidence in NMN 4500's potential.

Initial prototyping was a labor-intensive process. We worked tirelessly on getting the formula just right, ensuring that it was not only effective but also safe. We worked in small batches, tweaking the formula after each round of testing. Once we had the formula nailed down, we focused on the packaging. We wanted it to not only be functional and safe, but also reflective of our brand ethos.

In terms of regulations, as a supplement, NMN 4500 had to comply with Health Canada's Natural and Non-prescription Health Products Directorate (NNHPD). This involved rigorous testing and validation of our product's safety and efficacy.

We also had to ensure that all our claims which includes better productivity, enhanced muscular endurance, and anti-aging effects were backed by scientific evidence. Although the process was tough, it was also necessary. It was our responsibility to our customers to deliver a product they could trust.

Describe the process of launching the business.

Launching Allbe Canada was a well-thought-out process, marked by strategic planning and determined execution. We decided to kickstart our journey online, given the ever-increasing shift towards e-commerce.

Our initial online presence was modest but professional, with our website being the central hub. Sparkosol designed the website and our Shopify platform. We have a fully-functional team of UI/Ux designers and marketers to take decisions about branding and messaging. The website was designed to be user-friendly and informative, providing clear insights into our products and the science behind them.

Financing the business initially was a blend of personal savings and a small business loan. This covered the costs of production, packaging, website development, and the initial marketing budget. We were careful to budget and spend wisely, investing more in areas that directly impacted product quality and customer experience.

We didn't utilize Kickstarter or other crowdfunding platforms, as we wanted to build organically, focusing on delivering quality to every single customer, one order at a time.

The biggest lesson learned from the startup phase was patience and persistence. Starting a business isn't about instant success; it's about building something valuable over time.

The launch taught us the importance of customer feedback. It's one thing to launch a product, but it's another to continuously improve it based on customer insights.

Building a successful business is a marathon, not a sprint. Don't rush decisions or processes, and be ready for obstacles.

Since launch, what has worked to attract and retain customers?

Attracting and retaining customers in the health supplement industry comes down to two fundamental principles: trust and quality. These have been the cornerstones of our customer acquisition and retention strategies since the inception of Allbe Canada.

Our first step in attracting customers was ensuring that our website and online presence reflected our commitment to quality and transparency. We provide in-depth information about our products, their ingredients, and their potential health benefits.

We incurred an approx cost of $100 for each product for its effective marketing and with the time of 2-3 months we noticed an ROI of $200-$250 on average. Initially, we used other marketing strategies such as Email marketing but it doesn’t turn out to be a good choice so we shifted to SEO instead.

In terms of marketing and driving traffic, we have utilized a blend of social media marketing, SEO, and partnerships. Facebook ads have been particularly effective for us, targeting demographics that align with our typical customer profile.

SEO has also been instrumental in increasing our online visibility.


We maintain an open line of communication with our customers through our newsletter, updating them about new products, health tips, and the latest research. We did this practice with every next customer who placed an order with us. We keep them updated by sending them emails. This not only brings our customers back but also strengthens our relationship with them.

As for Amazon, we have considered it as a sales channel, but for now, we have chosen to focus on selling directly through our website.

Our advice to aspiring founders based on our experience is to focus on delivering real value to your customers. I would suggest keeping the pain points of your targeted customer in your mind and connecting them at an emotional level.

Don't be robotic as many businesses do. Handle things in an empathetic way. We believe your product or brand should speak of any human emotion that itself connects to the customer and yes, this is the right solution to my health issue.

How are you doing today and what does the future look like?

Allbe Canada is thriving and profitable thanks to meticulous cost control and efficient marketing strategies. We enjoy strong online traffic, a good conversion rate, and a growing community of subscribers and followers, which adds to our robust year-on-year growth.

Sales are predominantly through our online store, maintaining direct customer interaction. Operationally, we're well-equipped to handle growing demand.

We're eyeing product and geographical expansion, with the long-term vision of becoming a globally trusted brand in health supplements. As we are currently running as a Canadian Based supplement store, we are expecting to expand globally targeting US and China markets.

Through starting the business, have you learned anything particularly helpful or advantageous?

Starting Allbe Canada brought valuable lessons. One was the importance of balancing marketing with product development. Early on, heavy marketing didn't yield expected conversions. We understood that perfecting our product was key. Once we made improvements based on customer feedback, conversions notably increased, teaching us to prioritize customer satisfaction.

Furthermore, our choice to focus on transparency and education in our marketing paid off significantly, helping build trust with our customers. We capitalized on the growing interest in health supplements, which served us well.

Personally, perseverance was invaluable in facing challenges, underscoring the importance of patience, learning, and customer-centric thinking in business success.

What platform/tools do you use for your business?

We use a variety of tools to streamline our operations at Allbe Canada. For our online store, we use Shopify and Amazon, which offers excellent e-commerce capabilities with its ease of use and seamless customer experience. We employ several third-party Shopify apps, which help us create personalized, targeted campaigns, and ShipStation for efficient shipping and tracking.

What have been the most influential books, podcasts, or other resources?

One book that profoundly influenced me is "The Lean Startup" by Eric Ries. It taught me the value of iterative product releases, gaining customer feedback early, and using it to improve. This approach helped shape Allbe Canada's development process.

I also find "the How I Built This" podcast by Guy Raz incredibly inspiring. The stories of entrepreneurs overcoming challenges provide valuable lessons and a constant source of motivation for navigating the ups and downs of running a business.

Advice for other entrepreneurs who want to get started or are just starting out?

To all aspiring entrepreneurs, my first piece of advice is to embrace patience and perseverance. Building a successful business is a marathon, not a sprint. Don't rush decisions or processes, and be ready for obstacles.

Learn from them, use them as stepping stones, and keep your eyes fixed on your ultimate goal. Additionally, always keep your customers at the forefront. Their needs and feedback are your compasses, guiding your decisions and innovations.

One common mistake I see is spreading oneself too thin. In the early stages, the focus is key. Don't try to do everything at once or you'll end up doing nothing well. Prioritize your actions based on your strategic goals.

Remember, passion fuels perseverance. If you truly believe in your idea and are ready to invest your energy and time, nothing can stop you from turning your vision into reality. Be brave, be resilient, and let your passion guide your entrepreneurial journey!

Are you looking to hire for certain positions right now?

At the moment, we are actively seeking a talented and experienced PPC Marketer to join our team. This position will involve strategizing, implementing, and optimizing our paid advertising campaigns across various platforms to drive customer acquisition and business growth.

The role is full-time and paid, and we're excited to welcome a skilled professional who can contribute to our continued success. Interested candidates can apply by visiting our careers page on our website [] or by emailing their resume and cover letter.

Where can we go to learn more?

Jordan Peterson, Founder of Allbe Canada
Pat Walls,  Founder of Starter Story
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