Video Product Testing

A modern take on Consumer Reports focused on supplement testing, delivered through short-form video content across social platforms. The business would build trust through scientific testing and transparent reviews, eventually launching their own supplement line.

Key Components:

• Content Strategy:

  • Create short-form videos (15-30 seconds) testing supplements
  • Use TikTok-style format that can be posted across all social platforms
  • Focus on scientific testing of product claims
  • Compare stated vs actual ingredients/effectiveness

• Trust Building:

  • Position as independent, trusted source for supplement information
  • Conduct scientific testing that consumers can't do themselves
  • Verify product claims (e.g., protein content per scoop)
  • Create shareable, educational content

• Revenue Model:

  • Initially build audience and trust through content
  • Eventually launch own supplement line
  • Position own products as "the ones we wish existed"
  • Follow More Plates More Dates/Huberman Lab business model

• Market Opportunity:

  • Consumer Reports does $289M/year as a nonprofit
  • JD Power does $240M/year in product testing
  • Growing supplement and wellness market
  • Lack of trusted, modern voices in supplement testing

• Differentiation:

  • Modern video format vs traditional written reviews
  • Appeals to younger audience
  • Content optimized for social sharing
  • Scientific approach with accessible presentation