Altura — brand diagnostics for wellness & CPG
I show wellness and CPG brands why they stopped growing.
Usually it's positioning, product architecture, or how people find you. The ad account is rarely the problem.
Two weeks. A diagnosis. A written prescription.
Book a call- $12M
- Fractional CMO, supplement brand
- $0 → $300K/mo
- Clinic-equipment brand, in 6 months
- 100K+
- Reach on LinkedIn breakdowns
01What I actually do
I read brands from the outside and name the mechanism.
Erewhon
Makes $16 million a year selling smoothie placement to brands that want its audience. Spends nothing on marketing.
Rhode
Sold to e.l.f. for up to a billion dollars. Three years old, about ten products, one of them a phone case people carry and photograph.
AG1
Built a category by refusing to launch a second SKU.
Every one of those is a mechanism. Most brands are running one they can't see, or missing one entirely.
After a few years inside this category, the stalls start to rhyme, but you can rarely see any of the reasons from within the building.
02The engagement
The Brand Diagnostic
$9,500A structured outside read on why your brand isn't getting chosen at the rate it should be.
How it works
Kick-off call, 90 minutes, with you in the room. Two weeks of work on your data, your site, your category, and the brands beating you. Delivery call plus a written document you keep.
What I look at
Positioning
What you're selling, against what customers actually repeat back to each other. Where you sit in the real decision, not the category map.
Product architecture
Whether one product carries the brand's meaning, or nine products split it. Whether anyone would carry or photograph the thing you make, and what would have to change if they wouldn't.
Discovery
How people found you in 2023 against how they find brands like yours now. Search is decaying as a discovery layer. Something replaced it in your category, and it matters whether you're building that audience or renting it.
What you get
Ten to fifteen pages. Problems named and ranked by what they're costing you. The one mechanism most likely to move the number. A 90-day plan your team can run without me.
03Going deeper
Ongoing advisory
$12k–$15k / moSome brands want the outside read to keep going. A standing call every two weeks, one deep work block a month, and async review of whatever your team is about to ship.
What I do with you
I make decisions with you. Positioning calls, launch architecture, category moves, channel strategy, and reviewing work before it goes out.
What I don't do
I don't produce assets, manage your team, or sit in your standups. You have people for that, and if you don't, this isn't the right time for us to work together.
Retainers always start with a diagnostic.
04Fit
Who this works for
Wellness, supplement, beauty, food and beverage brands doing $10M or more. Or smaller with real funding behind you.
You have a marketing team, or agencies that actually function. You're the founder and you're still making brand calls. And something changed recently: growth flattened, you raised, you're walking into retail, or three funded competitors showed up in the last year.
Who it doesn't work for
If you need someone to run the work, hire someone. I'm the outside opinion, which only helps when there are hands to act on it.
If you're comparing this to a $3,000 agency retainer, we're talking about different things and I'd rather say that now than six weeks in.
05Proof
My brand breakdowns on LinkedIn regularly reach over 100,000 people, like the Erewhon and Rhode posts. I've now started a Substack where I go more in depth on the tactics brands can replicate.
Fractional CMO for a $12M-a-year supplement company, where I automated 30% of revenue through retention, affiliate, and influencer strategy.
Also fractional CMO for a B2B high-ticket clinic equipment company, where I built their online presence from scratch. Zero to $300,000 a month in six months.
06Writing
I write about how this category actually grows.
The newsletter
Every Thursday I break down the economics of health and fitness.
The business models, marketing plays, and strategic decisions shaping the category. Written for founders, marketers, and anyone serious about how this space actually makes money. All completely free.
If something in your brand stopped working and nobody inside can tell you why, that's the conversation.
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