Ascentix Innovation Labs with Trystin Nance feature 127 of Together Talks
- KLS
- May 14, 2024
- 8 min read
Updated: Apr 14
"Together Talks" feature 127: Ascentix Innovation Labs presented by KLS, freight company
Some Background on Ascentix Innovation Labs
For today's edition of "Together Talks" campaign, KLS had the privilege to interview Ascentix Innovation Labs and Founder, Trystin Nance. At Ascentix, they are revolutionizing the consumer experience with their innovative approach to product development. They are determined to break free from the monotony of the industry by introducing game-changing products and elevating existing ones with cutting-edge ingredients and formulas. Join them on their mission to disrupt the status quo and elevate the standard of consumer products.
Ascend - “to move or climb upward, to go up or to increase in level, intensity, or degree. It can also refer to achieving a higher status or position or advancing one's career or personal development.” Ascend to your full potential with Ascentix - rise above challenges and achieve true greatness in every aspect of your life.
When did the company begin?
I had an initial product that I did release in March of 2023. It was on market for a little bit, but I just wasn't really happy with it. I had started the company and I executed, so I was happy about that. However the product just wasn't where I wanted it to be. That product was branch chain amino acid and now we moved to essential amino acids, which will be launching soon.
Story of how it was created?
I started off with the branch chain amino acid gummies because I was looking for a snack that was going to be low calorie and provide just a little bit of benefits. I wanted it to taste good without all the added sugar. With what was out there I decided to go to the grocery store and buy sugar free jello. I started cooking up my own recipe at home that I enjoyed and started sharing with other people.
After that it took me eight months to find a manufacturer that I could utilize to do the small M.O.Q. I went through that whole process and went to market, but the dosage was just not where it needed to be. We were pushing 50 milligrams per serving of brand chain amino acids, which is nowhere near the recommended daily dosage. We were about four and a half grams off of the minimum. That made me reconsider the product.
Some of the branded ingredient suppliers that I was already looking at were using essential amino acids. I started to study that and decided a pivot was necessary. The issue was trying to put a large dose in a gummy. We had to go through that whole R&D process, outsource with a lot of consultants, different manufacturers,. We experienced trial and error for a couple months until we finally pivoted to the 6.7 grams of the essential amino acids. It is substantially more than what we originally had, and now I'm actually happy with the product.
That's why we're going to market with this revised product which is 4 gummies per serving.
What have been the biggest challenges?
Easily R&D. i mentioned the eight months of testing. We're still technically doing it just because they're different timetables or different ways to execute gummies. Every time we scale up we're having to modify the process. It has been pretty difficult. Everything else I wouldn't say has been difficult, it's just been very time consuming.
Remaining patient during R&D?
Fortunately I have a good team behind me. I'm confident, because they are behind me. During R&D we were honest, but communicated. Ok these ones taste a little better, this batch aren't as chalky. We were getting there step by step and then getting confirmation that scientifically we know it'll work was a huge relief. From there we just needed to find the right mixture to finalize the taste. I remember saying, I guess we're just gonna go, we're gonna exhaust every single option until you guys tell me that it can't be done. That was my mindset, to see it through to the end. If we fail, we're going to fail and make sure that there's no way in the world that this can get done unless somebody does more gummies or a bigger size.
Goals for upcoming year + Next phase of the company?
The way that gummies are blowing up right now, we have unicorn goals. Trailing 12 months post-launch, I'd like to see us hit revenue of 1.2 million. Once we get rolling, that's the first goal. The second one is to build a dominant presence in the gummy space. Nobody has ever seen anything or done anything like our gummy. It is interesting to see the reaction, especially with how big other gummies are right now. Ours is the most efficacious. For consumers it will come down to do you want to powder or do you want to gummy for the same supplement.
Once we do that, I would like to extend the product line. potentially two products additionally. Internally, we've talked about a couple products that we would like to bring forth to a couple markets or demographics. Going from just one product to maybe two or three, and then just growing on that momentum, I think would be pretty interesting.
What were your concerns about making this transition?
I have a huge ego. I believed what was on the market, I could do better. But realistically I wanted to challenge myself. I was talking a big game, I wanted to be an entrepreneur, lets see if I can actually do this. Once you start, you get humbled and quickly. The first product humbled me, but it was a wake up call. But now we have that experience and know how to navigate it. The only thing a consumer can tell us is they don't like our gummies, which is fine. But what I set out to challenge myself with, we have achieved.
How have you learned to be the face of the company?
It's been very tricky because I have reputation management. For example, some stuff is triggering and you just want to fly off the wall. I have to remember it's not just my reputation on the line anymore. I have a team of advisors behind me. If I do something stupid, it includes them now.
At all times I have to make sure that I'm not damaging not only the brand, but my personal brand, and my advisor's brands. But this comes with the territory. I asked for this challenge and this comes with it. It is a process learning to control not only my thoughts, but what I act on as well.
How have you grown as a leader?
There is a correct way to hustle. However certain things require spending on. There's sometimes where you need to hire the professionals. The first product it was me and my friend, we built the whole website. We did all the product assets. did everything from start to finish. My initial startup for my very first product was the cost of a plane ticket and the inventory.
I was super happy we got it done. I loved everything about my first product. You could just tell it was done by two kids hustling versus our rebranded product set to debut soon. It was a realization if we want to be serious, then we need to be serious and do it professionally.
What do you need to work on as a leader?
I need to actually be more social. We're living in a founder first, creator type of society now. Those which are front and center, those brands seem to do the best. Admittedly, I'm not a big social media guy. I like LinkedIn because I feel that's more professional, I get to showcase my journey everything.
What aspect of entrepreneurship do you appreciate the most?
Putting people in positions to win. I still use my friends, for example the guy that did my packaging is one of my best friends. We went to college together and played soccer for a couple years. I feel like I'm putting my advisors in pretty visible positions. I'm aware that we've done anything yet, but even if we fail tomorrow, it's something cool to be able to put on your resume. We as a team created the only product like this on the market that anybody's ever seen, or at least the first.
Share a mistake and what you learned from that experience?
On the first product, I will say that my biggest mistake was not doing my quality control. Personally I didn't do enough research, which is why my initial gummies were under-dosed. Once I found out, I pulled them from the market. I don't want to keep pushing something that didn't bring true value. If you're selling something, you want to make sure that your customers are getting what they're paying for, and hopefully exceeding expectations.
Now when we go to market with what I have, you're getting more than what the daily recommendation is. It's clinically backed and the list of benefits is exponential versus our first product.
When was the first moment you felt like you could breathe?
We got the formula done the week of Expo West. I called my manufacturers and said I need you to push out 400 of these immediately. I actually got to pass some of those out to my ingredient suppliers and other people that I knew. The reception was great.
Do you have a moment that brings you the most joy?
Taking my father and my grandpa to go and meet one of my advisors. Those are always great moments. When you can actually showcase what you're doing and how you are building these relationships externally it is neat. Because a lot of people, especially family, don't understand what you're doing creating a business.
When I can take you to meet somebody who actually is optically and actually professionally, and your parents just sit there and wonder how I met this person. LinkedIn, when I told you I was working, this is what I was doing. I'm just showing the proof is in the pudding.
Piece of Advice
Steal free advice.
LinkedIn, that's my bread and butter. I'm on there all day analyzing. Think of how you would vet a vendor, friend, job, whatever, thank that same approach with information. you choose what you're looking for, and then you vet them just like you would vet a friend, a workplace.
For example, if you're going to be looking at supplements, you're probably going to want to follow some CEOs, some CROs, some Vice Presidents of well-known companies.
Pay attention to whenever those people post, because the people that they interact with are how you can expand your network and available information. Once you start it is essentially a snowball effect. Interacting, engaging, providing thoughtful responses garner reactions and connections. When you find someone who delivers something you like, test it for yourself. See how it transfers to your company, your goals, your messages. I'm always trying things I see and give it our own personal touch, but I'd say that is my advice use what you see.
In Closing
KLS wants to thank Ascentix Innovation Labs and Founder, Trystin Nance for today's "Together Talks" feature. Follow along for their journey with their social handles below!
Comments