How a single product made AG1 a multi-million dollar company
Anthony Pompliano talks to Kat Cole, the President and COO of AG1
You’ve probably heard of AG1, the company behind the popular green superfood powder that claims to boost your immunity, energy, and digestion. But do you know how they built a business that does hundreds of millions of dollars in revenue off of a single product?
In this week’s edition of episode of the week, Anthony Pompliano talks to Kat Cole, the President and COO of AG1, about her journey from working as a waitress at Hooters to leading one of the fastest-growing wellness brands in the world.
Here are some of the key takeaways from their conversation:
Find a problem worth solving
AG1 was born out of a personal need. Its founder, Drew Canole, was a busy entrepreneur who struggled to eat enough fruits and vegetables. He started experimenting with different ingredients and recipes to create a convenient and nutritious drink that he could consume every day.
He realized that he was not alone in this problem. Millions of people wanted to improve their health and wellness but didn’t have the time, money, or access to quality produce. He decided to share his formula with the world and launched AG1 in 2023.
Focus on the customer experience
AG1 is not just selling a product, it’s selling a lifestyle. The company has built a loyal community of customers passionate about their health and wellness goals. They engage with them through social media, email, podcasts, and events. They also provide education, inspiration, and support to help them achieve their desired outcomes.
AG1 also invests heavily in customer service and retention. They offer a 60-day money-back guarantee, free shipping, and flexible subscription options. They also use data and feedback to improve their product and service constantly. As a result, they have a high customer lifetime value and a low churn rate.
Leverage the power of influencers
AG1 has grown organically through word-of-mouth and influencer marketing. They have partnered with celebrities, athletes, and experts who share their values and vision. They also have a network of affiliates and ambassadors who promote their products to their audiences.
AG1 doesn’t pay for these endorsements but rather offers them free products, discounts, and commissions. They also empower them to create their content and stories around the product. This way, they generate authentic and credible testimonials that resonate with their target market.
Innovate and iterate
AG1 is not complacent with its success. The company is always looking for ways to expand its reach and impact. They have launched new products, such as protein bars, collagen, and probiotics, to complement their flagship product. They have also entered new markets, such as Canada, Australia, and the UK, to tap into the global demand for wellness products.
AG1 also experiments with different channels and strategies to acquire and retain customers. They have tried TV, radio, podcasts, direct mail, and SMS marketing. They also use A/B testing, surveys, and focus groups to optimize their messaging, pricing, and packaging.
Build a culture of excellence
AG1 has a strong culture that drives its performance and growth. The company has a clear mission, vision, and values that guide its decisions and actions. They also have a set of principles and practices that foster collaboration, accountability, and innovation.
AG1 hires people who are smart, passionate, and aligned with their purpose. They also invest in their development and well-being. They offer competitive compensation, benefits, and perks. They also provide coaching, mentoring, and training opportunities. They also celebrate their achievements and reward their contributions.
The bottom line
AG1 is a remarkable example of how a single product can turn into a multi-million dollar company. By solving a real problem, focusing on the customer experience, leveraging the power of influencers, innovating and iterating, and building a culture of excellence, they have created a loyal fan base and a sustainable competitive advantage.
If you want to learn more about AG1 and Kat Cole, you can watch the full episode of The Pomp Podcast here -