Strategic Update
February 2026
Martins Lasmanis, CEO and Co-founder

From $23K to $1.4M. Now we know exactly who we are building for.

Four years ago, Supliful did $23K in monthly revenue. In January 2026, we did $1.4M. Our biggest month ever. 1,621 active builders on the platform. The growth is real. But it was also unstructured. That had to change.

Context
The Problem: Our North Star Was Not Moving

Revenue grew. Monthly Active Builders did not. Our North Star metric stayed essentially flat through 2024 and 2025. We were adding users, but not the right ones. Or we were losing them as fast as we found them. We did not have the data to know which.

The reality: growth was happening, but we were not steering it.

Catalyst
Finding the Right Support

In November 2025, I started looking for someone who had done what we needed to do next: scale a marketplace from $10M to $100M+. Recruiting firms wanted $30K just to start a conversation. Investors went quiet. Four different attempts, four dead ends.

Then I found Liftoff, an AI recruiting platform with peer-to-peer recommendations. Got three or four names. Only one wanted to meet in person.

Pat Notti. Former VP Marketplace and Operations at Getaround, where he scaled revenue from $10M to $250M in five years with a 150-person team. Before that, PwC, M&A, due diligence. Now a founder and partner at Fort Capital.

We met at a co-working space in New York. By the end of that conversation, my brain was broken. In the best way. He saw things about our business that I had been too close to see.

Phase 0
Research: December 2025 to January 2026

The objective was simple: understand who succeeds on our platform, define clear personas, and stop spending resources on the wrong customers. Just me and Pat for six weeks.

775
Core Value Customers Identified
550
Enriched Profiles
160
Survey Responses (30% rate)
20
One-Hour Deep Interviews
Customer Segmentation
Low Value (under $1K)
~2,000 customers. Over 70% of total users. Minimal revenue. High support costs.
Core Value ($1K to $100K)
775 customers. Generating 25%+ of revenue. This is where our focus belongs.
Outliers (over $100K)
~12 customers. Exceptional but not replicable at scale.
Insight
The Discovery: They Are Brand Builders

Every successful customer on our platform sees themselves the same way. Not as supplement sellers. Not as side hustlers. As brand builders.

They are building real businesses under their own brands. Supliful is the infrastructure that makes it possible.

Personas
4 Personas (and 1 Anti-Persona)

Based on who they are when they come to Supliful.

Healthy Heather
Health and Wellness Professional
Tier 1 · High Confidence
Licensed naturopath with 8 years of practice and 2,000+ clients built through referrals. Her clients constantly asked for supplement recommendations. She was never satisfied with existing brands. Found Supliful through Google. Ordered samples within 30 days, made her first sale within 90 days to existing clients. Zero paid ads, just 8 years of trust. Now at $20K annual revenue with 6 white-labeled products. Her clients love that it is "Dr. Rebecca's" brand.
Entrepreneur Eric
E-Commerce Operator
Tier 1 · High Confidence
E-commerce operator with 8 years of experience manufacturing hydration products ($200K+ annually). Learned the hard way: a failed product launch cost him $80K. New strategy: test with Supliful first, manufacture if it works. Validated a sleep support product in 90 days ($30K revenue). Now preparing to manufacture at scale. Eric will eventually graduate off the platform, but he will come back to test new products.
Corporate Chris
Funded Professional
Tier 2 · Medium Confidence
Tech sales background at Databricks, $150K+ salary. Felt unfulfilled selling someone else's product. Wanted to build his own asset. Found Supliful through a friend. Invested $100K over two years in courses, agencies, failed tests, and ad platforms. Methodical: tracked repurchase rates (13%), understood unit economics. Now at $67K annual revenue, profitable. Building toward a $250K+ business he can sell or scale.
Hustling Henry
Digital Entrepreneur
Tier 2 · Medium Confidence
Started at 15 with eBay arbitrage, then custom pottery on Etsy. At 19, found Twitter operator communities and saw people making $10K to $100K+ monthly. Found Supliful through someone's tweet. His approach: test fast, fail fast, keep what works. No formal business plan. No courses. Just action. Now at $394K annual revenue. Still testing, still hustling, building multiple ventures simultaneously.
Dreaming Daisy
The Anti-Persona
Avoid
"Launching soon" for eight months. Taken every free webinar, joined four entrepreneur Facebook groups, has not made her first $1,000. Beautiful brand mockups, detailed business plan, impressive Notion workspace, but no actual customers. Primary sales channel? "Still experimenting." Responds to every support email but rarely takes action. Net negative for the business.
Analysis
4 Key Findings
Finding 1
Successful brand builders have existing distribution.
Every successful customer came to Supliful with something already in place. Rebecca had 2,000 clients. Basim had 10 years of Amazon experience. Aleks had a Twitter network and multiple prior ventures. Will and Cole had tech sales backgrounds and $100K to invest. They did not come to Supliful to figure out how to sell. They came because they already knew how to sell and needed a product to sell.
Finding 2
Action-takers succeed. Over-analyzers fail.
Across every persona, the pattern is the same. Customers who order samples in week one, launch with imperfect labels, test ads with small budgets, and iterate based on results. Those are the ones who make it. The ones who build spreadsheets for months, wait for perfect branding, want guaranteed ROI before starting, and abandon after the first failure. They never launch. Bias toward action is a stronger predictor of success than background, industry, or starting capital.
Finding 3
Our marketing was targeting the wrong customer.
Of 12,575 total subscribers, 81.5% never made a real sale. 92.6% never reached $500 in GMV. A third connected a Shopify store but generated zero revenue. They went through the motions of setting up a business but never actually launched. Our digital marketing had been attracting dreamers, not builders. People who want a business-in-a-box but will not execute. That changes now.
Finding 4
Services do not create success. They accelerate existing momentum.
Our Brand Accelerator generated $1.06M in revenue with a 42.4% conversion to orders. Sounds good. But 51.3% of Brand Accelerator buyers never made a real sale. 11% were pure "business in a box" buyers. 20% never even attempted to launch. Meanwhile, our Store Service, which is undersold 6 to 1 compared to the Brand Accelerator, has a 50.3% conversion rate. The highest of any service. The service that actually predicts success is the one we sell the least.
Synthesis
3 Big Takeaways
Takeaway 1
2026 is the year we get closer to our builders.
Through deep analysis of our top performing segment, we built key personas around them and developed a systematic approach to acquiring more like them.
Takeaway 2
Supliful is a platform for brand builders.
Our builders value the logistics. But they are really here to create custom brands. We lead with this moving forward.
Takeaway 3
We are redefining what an active builder looks like.
The journey is: Membership, then first sale, then $500/month. That is our new success metric.
Execution
The Roadmap

Four phases to transform our go-to-market engine.

Phase 1
End of February
Build the Foundation
Infrastructure for a persona-driven, qualification-gated funnel. New membership structure. Sales process redesign. Marketing tracking.
Phase 2
End of March
Test and Learn
Run live campaigns. Validate the sales process. Iterate on data. Collect post-sale behavior insights.
Phase 3
End of May
Optimize and Scale
Data-driven decisions on what to scale, fix, or kill. Formalize processes. Build next-phase roadmap.
Future
Beyond May
Down-Funnel Optimization
Focus on post-sale optimization, informed by Phase 2 and 3 observations. Continue refining based on real customer data and behavior patterns.

We are not guessing anymore. We know who we are building for. We spent six weeks understanding who succeeds and why. We talked to hundreds of customers. We found patterns that matter.

Now we execute.

Let's build.

ML
Martins Lasmanis
CEO & Co-founder, Supliful