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#96 John Terry from Ketonia: Diving into the Deep End of E-Commerce
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#96 John Terry from Ketonia: Diving into the Deep End of E-Commerce
We loved chatting to Chris and Miriam from Keto Chow so much that we’re back in the Ketogenic E-Commerce niche!
Today, we’re delighted to welcome the Co-Founder of Ketonia, John Terry, to The Ecom Show. Ketonia is a bakery dedicated to followers of the ketogenic diet with low carb high fat baked goods. John runs Ketonia with his Mom and Co-Founder, Geri.
Now, that’s wholesome.
Tune in to hear Daniel and John discuss:
✔️ John’s Ketogenic Journey
✔️ Diving into the Deep End of E-Commerce
✔️ Product Strategy
John’s Ketogenic Journey
Growing up with what John describes as delicious Texan comfort food that was ‘not always health centered’, John and his parents have had their struggles with weight.
Until John finished university and began working for a pharmaceutical company in the diabetes field. That’s when John discovered the science behind low-carb dieting and ketosis. Five years later, John convinced Geri to try keto. She lost 60 pounds and began making some really delicious keto food.
“Eventually I just told her, ‘Hey, I’m gonna quit my job, you quit your job, and let’s start a small business.”
John and Gerry began by selling out of the back of their car at farmers' markets, selling out every single weekend. Then they began selling to local vendors who - you guessed it - started selling out every week. They had to look for new ways to scale the business.
Amazon’s Prime Day coincided very well with a large keto convention John and Geri attended to launch a new product. Their coconut macaroons went to number one. These tasty treats quickly got Ketonoia picked up by Walmart.
While John describes the e-commerce keto space as ‘brutally difficult’, it’s well worth proving your right to be in one of the most competitive spaces online.
“Me and my Mom beat out this company that has $30 million worth of funding and 45 employees.”
Diving into the Deep End of E-Commerce
Ketonia sources its revenue from a number of online spaces. Amazon, Walmat.com, and Shopify.
John and Geri also use Shopify to get a verified account on Pinterest, where Ketonia has around 5000 followers. On Facebook, they have over 31,000.
So why did Ketonia start on Amazon? John always likes to do tackle the hardest project first.
“It’s one of my strategies in pretty much everything in life. If you try to knock out the most difficult task first, then it makes the rest a little easier.”
This strategy certainly worked out for Ketonia, they’re now brand-registered on Amazon. Unsurprisingly, Amazon makes delivery a breeze.
Product Strategy
Ketonia currently sells 2 products. One more is in the pipeline, and 15 more are waiting in recipe form.
Bringing a new food product into the market is expensive. So John has to be pretty strategic about it. John and Geri leverage their relationships with different buyers and say, “This is our catalog, what are you interested in seeing.”
Asking the buyers directly want they want is a great way to cut out the middle man and save your store a ton of money.
Visit Ketonia and followJohn on LinkedIn to find out more about Keto E-Commerce and entrepreneurship.
Ketonia’s delicious coconut macaroons and super handy Keto Bread Mix are available on Amazon and Walmart
Thank you for listening! We come out with new episodes every Thursday, so stay tuned!
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