In its third year of business, My Muscle Chef jumped from a million dollar company to a five million dollar company by opening up digital advertising. In the next year, it hired its first marketer and doubled its sales to $10 million. Throughout this time, it remained focused on the gym channel, but its potential market was much larger.
“The biggest turning point for our business was when we stopped to really understand our customers. We engaged a research house and mined all of the data we’d collected, and the results showed that our customers were not all gym enthusiasts, but everyday consumers,” said Tushar Menon.
This finding opened the co-founders’ eyes to the opportunity ahead and they set out to refresh the My Muscle Chef brand and strengthen its sales and marketing capabilities. The company needed a platform that would help it scale, and unlock its data to deliver a more personalised customer experience. As a digital-first business, the online experience was key and My Muscle Chef implemented Commerce Cloud and Marketing Cloud to power a new website and nurture customers through every possible channel.
“We want to move away from being a transactional business to become a lifestyle business and one of the ways we can do that is through personalisation,” said Nishant Menon. “Having the right data, and the tools to manage it is crucial and that’s where Salesforce comes in."