M4 Section

Marketing Strategy

Vibrant Life has had a long and successful business history educating the public about and selling "oral chelation" vitamins.

That business changed drastically in late 1997 when the first Vibrant Life web site was published. As indicated elsewhere, the Internet now accounts for about 90% of all the new customers for Vibrant Life and the shopping carts on two of our seven web sites now garner thousands of dollars of sales every week.

That was the business scene in late 1998 when Dr. Raghavan and Karl Loren met, through eMail, culminating with Dr. Raghavan coming to the US to spend a week with Mr. Loren. During that meeting they forged agreements which, at first, simply provided that Vibrant Life had the exclusive rights to represent, in the US and Canada, Dr. Raghavan's factory making MSM in India.

Initially the only expectation was to sell MSM in bulk, preferably by the ton, to quickly achieve market penetration based on Dr. Raghavan's proprietary manufacturing technology which allows him to produce MSM at lower cost than virtually any other factory in the world.

So, Vibrant Life planned to sell MSM, in bulk quantities, but as a means of starting these sales Vibrant Life also got some of the MSM packaged in one-kilogram bags. Based on extensive market research (which is within this web site) we arrived at the selling price of $45 for one bag of MSM (one kilogram) and various other prices, for larger quantities up to a published price of $10.55 per KG for MSM in 5 metric ton quantities.

The market for large buyers has turned out to be slow to develop -- for a variety of reasons. It is now growing, but seeing the slow growth of the large-order bulk MSM market we decided to expand our business relationship, and Dr. Raghavan has arranged for his MSM to be put into capsules, tablets, lotions, shampoo, and a large variety of other forms.

Again, the hope was that our very low prices would attract very large bulk buyers. For instance, we have a published price for 2,000,000 capsules, 500 mg of pure MSM per capsule, of $30,000 FOB Burbank, California. That makes the MSM in these bags containing 500 capsules each available at $30 per KG -- certainly a very competitive price.

Keep in mind that these capsules are manufactured in an Indian pharmaceutical factory which has been certified by the US Food & Drug Administration to manufacture prescription drug materials for human consumption within the US. These capsules, then, represent the only MSM capsules in the US market with such an origin. (Click here to review some of the business and economy of Southern India.)

Our capsule prices could be lower if we wanted to have them made in a non-certified, but perfectly acceptable, vitamin packaging company in India. This might be appropriate for someone wanting to buy in very large volumes.

As the line of new products takes more shape we will be adding capsules in bottles, tablets, lotions and many other MSM products, generally always with the same marketing strategy:

	Sales primarily through the 2,000 page web site devoted to MSM exclusively: http://www.bulkmsm.com
	This Internet marketing goes along with the growing trend within eCommerce for very different pricing and selling policies from the type of marketing done before the web.
	Offering very large quantities at very low prices, but at the same time also offering consumer-sized packages, in single unit purchases at prices considerably lower than any other web site. These consumer-sized packages, even though lower priced than virtually any other source, provide attractive profit margins for us -- and that fuels the research and expansion of our facilities to develop new products and handle larger volumes. But, these profits also assure our large volume buyers that they can still buy from us and sell at profitable prices.
	Being ready to drop OUT of offering consumer-sized packages of any one, or all, of these products as soon as we have achieved a desirable level of bulk sales. Thus, we anticipate that our continued web presence, with low consumer-package prices, will NOT be viewed pleasantly by the very customers we hope to sell -- the large volume buyers. But, we hope to handle that by selling our consumer-packaged goods at our low prices only as long as it takes to attract some very large volume buyers.

The above was the marketing strategy up until September 1999 when we started discussing a whole new range of products, called MSMA.

We will continue with the same marketing strategy for "plain" MSM in bulk powder and other forms, but we are adding to that strategy a new part -- the sale of unique proprietary products which involve sensational health benefits.

We hope to attract buyers for our "plain MSM" products on the basis of very low selling prices and a complete range of products, all manufactured to very standard levels of quality.

The new line of MSMA products will NOT be sold at low prices -- low prices are generally only necessary in a product with competition. Every marketer dreams of having a unique product where there is no competition -- because of a patent or proprietary technologies. We now have that in MSMA products. Therefore, these products will NOT be sold on the basis of low cost, but on high benefit.

High benefit, of course, will have to be proven. We do not anticipate ever establishing the types of trials and "proof" as required for FDA drug approval -- and this means that we must stay outside of the types of claims which are proscribed by the 1994 Dietary Supplements Health And Education Act.

The methods of establishing benefit are our new and exciting challenge -- the first of these methods is described on this web site as the Spider Bite Research Project.

All in all we anticipate more than 25 different products in this line -- the first of which is well described on this web site at the link just above -- MSM -- SP. This is MSM made in a secret way for the purpose of treating spider bites. Click Here for the page that gives some advance notice of further MSMA products we will soon have available.

When we finally get to the MSMA products, each one proprietary, and each one, we think, impossible to analyze in such a way that it can be copied, we are ready to talk to some large marketing companies.

We anticipate being able to provide full details only after a full non-disclosure agreement, and even then, not all details will be provided. But, we will be able to provide samples for testing, and a price structure so that the marketing company can work on the standard mark-up of twenty times needed in the typical multi level marketing company. In other words, we anticipate that these products can be priced in the retail market as "worth the money" and yet provide them on an exclusive basis at a buying cost of about 5% of that suggested retail price.

The possibility of having a "cure" (which, of course we cannot claim) for arthritis which is at least 10 times more effective than plain MSM, and having the exclusive rights to that material (MSM-AR), and knowing that no one else will be able to duplicate that product -- that possibility is what we think will draw some attention, and it is for that reason that the "M Section" of this web site was created.