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There Is No Such Thing As Soy Milk
December 30, 2016 by DAVID RYAN POLGAR

The dairy section of your grocery story carries an array of “milk” options: whole milk, reduced-fat milk, low-fat milk, fat-free milk, lactose-free milk, almond milk, soy milk, coconut milk, and more. If you are looking for a liquid to pour on top of your cereal, you have plenty of options.
But are they all milk?
No. There is no such thing as soy milk. The same goes for almond, coconut, hemp, rice, cashew, hazelnut, and oat. Milk comes from mammals and there are no lactating almonds. While plant-based beverages have sought to broaden milk's definition since the Chinese company Vitasoy entered the US market in 1979, the Food and Drug Administration still has a very specific, cow-centric, definition:
"Milk is the lacteal secretion, practically free from colostrum, obtained by the complete milking of one or more healthy cows."

Comedian Lewis Black has been making this argument for years, starting with his bit from 2004's Black on Broadway:
I was in Los Angeles and I ordered some coffee, and they said, "Would you like whole milk, skim milk, or soy milk?" And my fist stopped right at his face. There's no such thing as soy milk. It's soy juice. But they couldn't sell soy juice, so they called it soy milk. Because any time you say soy juice you actually start to gag.
Consumers are certainly not gagging on the current crop of plant-based milk alternatives. According to Euromonitor, the worldwide sales of plant-based beverages more than doubled between the 2009 and 2015. Milk sales, on the other hand, have been going down (9% decrease in 2015) and are projected to continue decreasing into the foreseeable future.

The somewhat dire outlook for the dairy industry recently prompted 32 members of Congress to write to the FDA, arguing that plant-based beverage manufacturers are misleading consumers with the milk label. In the letter, the group concludes that:
While consumers are entitled to choose imitation products, it is misleading and illegal for manufacturers of these products to profit from the "milk" name. These products should be allowed on the market only when accurately labeled. We urge FDA to enforce this matter by requiring plant-based products to adopt a more appropriate name that does not include the word "milk".
So what should consumers call plant-based beverages? As Lewis Black so eloquently put it, Soy Juice would not sell very well. "Milk" works in the sense that it gives the beverage greater context. For example, calling a beverage Coconut Milk clearly indicates that it serves as a substitute for traditional dairy milk. Unfortunately, it also serves to confuse the consumer into thinking the beverage is a type of milk. It's not.

Faux milk.
Consider how we treat meat-alteratives, which go by names such as faux meat, imitation meat, or mock meat. Restaurants like Chipotle, which has a faux meat option, lists their meats and their meat-alternative under the catch-all "Protein."
There is no such thing as Soy Meat, and there is no such thing as Soy Milk. There are, however, plenty of Faux Milk options at the grocery store.
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SLEEP
The Science Behind How Sleep Makes You Smarter
 Image credit: PeopleImages | Getty Images
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GREG WELLS
GUEST WRITER
Professor, Scientist, Broadcaster, Author
NOVEMBER 9, 2016
I’m a science geek. I like to know why a particular approach to life or technique for success works. Otherwise, I tend to glaze over when faced with another “X Ways to Achieve Y Results” article. In the absence of research or evidence, I’m less likely to pay attention and less motivated to make a change in my life.
Maybe that’s just me. But I’ll assume you’re also a “but how do we know that really matters?” person and lay it out for you -- on the subject of sleep.
Sleep is free, available to all, beyond good for us and largely ignored as the foundation of physical health and mental energy. It’s the first thing that gets cut when life is busy and the last thing we add back in when a chunk of time comes our way. But if we were smart, it would be our main priority, and the rest of our lives would be built around it.
Why does sleep matter?
Sleep has a powerful effect on both mental and physical performance. This is true for exercise, sports, playing music, academics, business and most other pursuits. Knowing what happens when we sleep is the first step to understanding why it builds mental and physical health.
Related: How CEOs Optimize Their Sleep Schedule

The two main stages of sleep -- NREM (non-rapid eye movement) and REM (rapid eye movement) -- each have different effects on our ability to learn and create.
Professor Vincent Walsh from the University College of London has described the deep, slow wave sleep (NREM) that happens earlier in the night as being crucial for encoding information and facts that we encountered during the day. For example, a student practicing math questions during the day is really learning it while asleep. The brain does all kinds of sorting, organizing and storing while we sleep. And it takes time. If we cut back on our sleep, we learn a lot less.
The second half of the night (REM sleep) is when we encode procedural memories like how to perform a new physical skill or mental process. It is also when we do subconscious creative problem solving. Again, if we skimp on sleep time, we awaken with poor procedural memory and will likely have to repeat some steps again the next day. And that pressing problem we pondered before bed remains unresolved in the morning.
Simply, the first half of sleep is for mental recovery and learning, and the second half is for physical recovery and creativity.
Sleep soundly to learn better.
A school principal I know told me recently that many students show up to school with an array of energy drinks after pulling an all-nighter before an exam. Not only have they not used sleep to encode and solidify their learning, they start the day on sugar and caffeine. Adults do this too, of course. Skipping sleep to prepare for a case, presentation, meeting or interview means arriving with a poor memory of the crucial information you stayed up to memorize.
Related: Sleep: Why Successful Entrepreneurs Snooze More and Work Less
Here’s what’s going on when you sleep soundly:
Our brains are made up of approximately 100 billion neurons. When we sleep, we create new connections -- called synapses -- between those neurons. Neurons are building blocks, but the synapses are where the action is. They form the basis for our thoughts, memories, problem solving, decision-making, physical movement and other important aspects of what makes us human.
Scientists in China and the U.S. have recently used a microscope to witness new synapses being formed in the brain during deep and sustained sleep. In short, they watched the brain building memories. We’ve known for a while that good quality sleep is necessary to remember what we have experienced during the day, but not why. This study made visible the brain’s work of replaying the day’s activity like a movie and building new connections between neurons.
Sleep soundly to be more creative.
During sleep, our brains also grow new neurons -- which, as you know, start making thousands of connections to other neurons. In addition to encoding learning and building memory, the neurons and synapses also get busy solving difficult problems and coming up with new ways of performing a task.
Related: Why Entrepreneurs Should Never Feel Guilty for Sleeping (Infographic)
In a study at the University of California-San Diego, researchers found that REM sleep “directly enhances creative processing more than any other sleep or wake state.” Yes, you heard that right -- even more than any wake state. One of the study’s leaders explains: “We found that, for creative problems that you’ve already been working on, the passage of time is enough to find solutions. However, for new problems, only REM sleep enhances creativity.” In REM sleep, the brain makes new and useful associations between unrelated ideas to creatively tackle problems that have just dropped in your lap.
Power up: Make sleep a priority.
We live in this crazy world where it’s almost a badge of honor to get by on less sleep. People brag about it. To my mind, that’s clear evidence of sleep deprivation. Anyone who tells you how great they perform on very little sleep is lacking the mental capacity to correctly assess their own learning and creativity -- because they’re exhausted.
Don’t let that be you. Hold the science in mind as you climb into bed for a sound sleep. And wake up the next day smarter and with some of your pressing problems resolved overnight.
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GREG WELLS
Greg Wells is a scientist, professor and author. He is an expert on human performance in extreme conditions.
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STRESS MANAGEMENT
7 Mind-Body Fitness Strategies That Crush Stress
 Image credit: Bernard Goldbach | Flickr
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GREG WELLS
GUEST WRITER
Professor, Scientist, Broadcaster, Author
JULY 28, 2015
If, in response to a life event, you’ve ever felt heat in the face, tightness in the chest, deep fatigue, an upset stomach or a craving for junk food, you know what stress feels like in your body. Chances are you’re well aware that stress can lead to elevated blood pressure, stroke, heart attack and weight gain.
But did you know that stress also contributes to mental health challenges such as anxiety, depression or an overall sense of defeatism? In order to stay mentally fit at work and at home, we need to protect ourselves against harm.
But what exactly is stress? Basically, our brains perceive a stressful situation as a threat. We respond to threats in our environment (a saber-tooth tiger or a last-minute presentation to a big client) by increasing our ability to perform physically and mentally (run and think faster). We do this by releasing the hormones epinephrine (also known as adrenaline) and cortisol into our blood.
The benefit of adrenaline and cortisol is that they increase our capacity to function at a high level, both mentally and physically. This is a good thing in short bursts. But if those hormones are dumped into our bloodstream day after day, they cause problems.
Here is a fact to hold in mind at all times:

Short bursts of stress (called acute) are essential for helping us to perform at a higher level. But elevated stress over long periods of time (called chronic) can make us sick.
Gearing up for a big presentation is a time of acute stress that can boost your performance. Being stuck in a job you hate is the sort of chronic stress situation that is the real mental health killer.
The key to managing stress is to introduce regular recovery periods into your life. Try these seven techniques to build your mental and emotional fitness.
1. Eat healthy.
Your emotions ask for comfort foods in times of stress, but your mind and body really need healthy, nutrient-dense foods to help cope with, and recover from, stress. This is the time to load up on fresh meats, fish, vegetables and fruits and complex carbs.
Related: 12 Ways to Eat Healthy No Matter How Busy You Are
2. Exercise equals endorphins.
Exercise releases endorphins that cause deep feelings of wellbeing and, sometimes, even euphoria. Think of runner’s high. Daily exercise is a powerful way to build mental fitness. Amplify this experience by working out with a friend.
3. Introduce 'muscular meditation' into your day.
Muscular meditation is any activity where you move in a repetitive, rhythmic pattern. Examples include walking, swimming, cycling, jogging, rowing and paddling. This form of movement puts the brain in a relaxed state and decreases symptoms of depression and anxiety. Tips: go for at least 15 minutes, take it easy and get out into nature if possible.
4. Schedule distraction-free times.
Try to spend an hour each day away from electronic devices and responsibilities. Do anything you especially enjoy: meditate, listen to music, get out to the park, read, take a bath. This is relax-and-unwind time.

Related: This Man Made His Smartphone 'Distraction-Free' -- And It Changed His Life
5. Practice cognitive reframing.
This refers to changing your beliefs about events, which can actually change the physical structure of your brain. Basically, an event is only negative if you perceive it to be so. If you reframe an event as a difficult (or even welcome) challenge to overcome, your stress lessens. Ask yourself, is there an upside here? Can I make this into a positive event? Challenge your own assumptions about how you view things, reframe the event, and focus on the growth opportunity.
6. Practice daily gratitude.
Science now backs up the idea that practicing daily gratitude for the things you appreciate helps you recognize the good parts of life, increases your overall happiness and lowers stress.
7. Spend time on relationships.
Good relationships lower stress. Invest some time each week on strengthening bonds with family and friends. Make a phone call to catch up with someone, go to the park with your kids, take your spouse out for dinner, or do a workout with a friend.
You’re not a rudderless vessel tossed on the Sea of Stress. You have twin engines: your mind and body. You can propel yourself in any direction during times of stress until you reach firm ground. Choose how to perceive stressful situations and take action to improve your mind fitness.
Related: 25 Tips for Having Meaningful Relationships
NEXT ARTICLE
The Science Behind How Sleep Makes You Smarter
GREG WELLS
Greg Wells is a scientist, professor and author. He is an expert on human performance in extreme conditions.
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Friday, April 21, 2017
Thursday, April 20, 2017

MONEY0
Make Money Online: The Internet is a Land of Milk and Honey
BY RICHARD · FEBRUARY 21, 2015
There is an old world of money. In this world you work one job. When you work one job you get one pay check. The old world says, work, save, retire, & die. This old world still exists and most people continue to live in this world.
This world was created to keep you working and take your hard earned money.
The new world was created by the internet. This new world is a land of milk and honey. It’s the new wild west. In this new world you can strike it rich over night or you can slowly build an empire that will earn you a lot of money over time. Never before has it been so easy to overthrow the chains that shackle you to the 9 to 5. In this new world the market is global….
How I Make Money Online
When I began to earn income online it was modest. I looked for outlets to make a dime anywhere. Amazon Turk and Swagbucks were two places that I began my online quest for gold. I made some money, but over time I learned these two outlets were a waste of time. Now, a piece of advice for the beginner, DO NOT WASTE YOUR TIME WITH SITES LIKE THESE.
Odesk was another attempt I pursued. You can earn some decent money here, but with all things it takes time. Most importantly, you still have a boss.
I didn’t want a boss. I wanted to be the man in charge. But I had little money to start a business. Somehow fate had me discover 3 methods that have been lucrative ever since. Now, I’m going to share with you the three ways that me and my circle make money online:
Facebook and Teespring
I’ve been running high profile Facebook pages for years. When I discovered TeeSpring it changed the game forever. Essentially you can create your own shirt and use facebook to advertise it. I have consecutively converted 5 dollar advertisements into exponential returns. If you want more information on how to go about doing this check out our guide Get Facebook Likes.
Ebooks and Amazon
I had heard about Ebooks for the past few years. It has been all the rage for “passive income.” Writing an ebook is fairly easy, but marketing it is hard. However if you have the right ways to market it, Social Media and Blogs, you can easily sell it. Amazon is the best place to do this, but don’t feel limited to the platform alone. You can easily sell an ebook on your own blog and make 100 percent on each sale. All of this can be done with a simple word editing software like Microsoft Word.
Affiliate Marketing and Blogging
Before I tried affiliate marketing I tried advertisements. Overall, I was disappointed with the amount of money I’d make. It was literally pocket change.
When I first tried affiliate marketing I was also a bit disappointed. I didn’t have the traffic to advertise other people’s products. This changed however when I discovered that I could affiliate almost any product. I then began to promote products that I use myself and slowly I started to earn some dough. While I have found this method not as lucrative as Ebooks or Teespring it does provide some interesting income opportunities.
Conclusion
If you want to earn more money you are going to have to get online. You are going to need to develop facebook pages and create a website. Think of them as little kingdoms in your empire. Slowly the income will start to come in, but its going to take YOU to stay motivated and do it. Sure you can depend on one job the rest of your life. Sure you can save your money and retire, but by then life would’ve passed you by. You’ll be old and probably broke. You will have been merely a cog in a machine making others wealthy. Why do that when you can make money yourself?
If you need help starting a blog or website I recommend Host Gator. Use our code THEHANDBOOK25 to get 25% off hosting. This is the only web hosting service that I will ever use till the end of time.
If you want more information on how to start your Facebook empire and start using Teespring, check out our Guide, Get Facebook Likes.
Cheers Gents!
 
Like this:
Tags: affiliate marketingbloggingebooksinternetmoneyonlineteespring

Richard
I am an author, artist, entrepreneur, historian, musician, and the proprietor of the Handbook of Gentleman Living. Educated as a Historian and Philosopher at the University of Tennessee, my mission is to help craft men of higher caliber.
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NOVEMBER 18, 2014
10 Basic Hygiene And Grooming Changes Every Guy Should Make Right Now
David Bennett 
http://tcat.tc/1t2buz2

Shutterstock
Hygiene matters, no matter what a guy may think about the topic. Professionally, it sets a man apart to be well-groomed. On a personal level, women pay attention to details and expect the men they consider dating to have at least basic hygiene and grooming skills.
However, despite what some of your sloppy (and likely single) buddies might say, looking your best is masculine and very important. Fortunately, taking care of basic hygiene isn’t rocket science, nor time consuming. So, guys, focus on the basic tips below and you can become a lot more attractive and admired quickly and easily:
1. Brush Your Teeth – A Lot: Brushing your teeth once or twice a day might not be enough. Drinking coffee, eating, etc, all cause your mouth to become acidic and gross. Brushing returns your mouth to a fresher state. Do it regularly and before important events. First impressions are important. Don’t be “that guy whose breath smelled like an outhouse.”
2. Floss – A Lot: Have you left food out for a while? It doesn’t smell good. Well, imagine what that food is doing when it is stuck in your teeth for hours. Combine that with the natural bacteria in your mouth and the result is bad breath.
Floss after every meal to prevent bad breath and to stop food particles from being visible when you smile.
3. Clean Your Tongue: You probably didn’t even know it was dirty, but your tongue is filled with bacteria that cause bad breath. To eliminate the germs (and the smell), break up the bacteria colonies with gentle rubbing.
Use your toothbrush or buy a cheap tongue cleaner. Simply scrape it along your entire tongue first thing in the morning and wash off the gunk.
4. Trim Your Eyebrows: One time during a haircut, my stylist grabbed a comb and ran her clippers across my eyebrows. It was her way of saying, “You’re cute enough, but fix those eyebrows.”
You can buy good, inexpensive products that combine nose, ear, and eyebrow hair trimming ability. Start with an eyebrow attachment that doesn’t take off much hair and see how that looks. Repeat every few weeks.
5. Trim Your Ear Hair: Nothing screams “old man” (and gross) like having ear hair that can practically be braided. It can be easily trimmed with the same trimmer I mentioned above. You’ll need to do it about once a month. It takes a minute.
6. Trim Your Nose Hair: I had a friend with a single nose hair that protruded half an inch from his nose. Seriously. He didn’t notice it for a year. And yes, he had good eyesight. Heck, it still could be growing.
Trimming nose hair is just as easy as trimming your ear hair and eyebrows. It takes about a few minutes a month. Don’t be like my friend.
7. Shave your back, upper arms, and shoulders: Less is more, at least in terms of body hair. While some chest hair is considered attractive, few people like it on the back and shoulders. Shave these areas, especially if you resemble a gorilla. Use an electric body groomer or a wet razor. Your back might require assistance.
8. Cut and Clean Your Nails: Keeping your fingernails trimmed shows you care about your appearance. Your hands are visible to others, and women especially pay attention to those things. Snagging a potential client with a nail when you shake hands will leave a terrible impression. Get a clipper and use it regularly. And, don’t bite your nails.
9. Keep Your Skin Soft: Guys aren’t usually into moisturizing. Still, buying a basic moisturizer to keep your hands and face soft is a good idea. You don’t have to go overboard, but gross, cracked hands (especially in winter) are a huge turn-off.
10. Re-apply Deodorant: I have a briefcase with essentials to run my business. Deodorant is in there. Why? Smell is essential in attraction and making a good impression. On especially hot (or smelly) days, re-apply deodorant whenever it’s needed.
So guys, the little things matter. You can start taking care of your basic hygiene and grooming today. The social and career benefits are worth the minimal effort. 
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5 things to do when starting an online store
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Jackie Zimmermann, NerdWallet
2 hours ago
Starting an online business might seem like a quick and easy way to make a few bucks, but there's more to it than plugging photos into a designer web template.

The National Retail Federation expects online retail sales to grow between 8% and 12% in 2017, so the industry is a productive space for ambitious entrepreneurs. But without some planning, yours could become one of the countless, forgettable online stores.
Getty Images/iStockphoto

The National Retail Federation expects online retail sales to grow between 8% and 12% in 2017, so the industry is a productive space for ambitious entrepreneurs. But without some planning, yours could become one of the countless, forgettable online stores.
Here are five steps to take to help ensure a successful launch.
1. Choose the right platform
Once you have an idea, you’ll have to decide how to create your shop: Use a hosted e-commerce platform; create and host your own site with open-source, e-commerce software; or sell primarily on third-party platforms.
Hosted e-commerce platforms: You can use the customizable website templates and e-commerce tools — such as shopping carts — on sites like Squarespace or BigCommerce to establish an online presence.
Open-source, e-commerce software: If you’re tech savvy, you can build your own site. This gives you freedom to customize beyond the drag-and-drop of most hosted sites, but you’ll be in charge of security updates, and website maintenance and performance.
Third-party marketplaces: Like Amazon or Etsy, these services let you sell through them. You might get more eyes on your product, but you also give up the opportunity to establish your own Internet identity.
2. Be prepared for the costs
One of the advantages of e-commerce is the low cost of entry. But low cost doesn’t mean free.
You’ll pay for the product you’re selling — or the materials to make it — as well as online-specific costs such as domain fees, commissions for selling on third-party marketplaces or fees for hosting your website. Add that to basic business expenses such as advertising and packaging, and operating costs can stack up quickly.
“It may cost only a tenth of what it costs offline, but that is still money,” says Naomi Dunford, marketing and growth coach at IttyBiz. “People really forget that.”
3. Consider shipping details
Free shipping is a boon for customers, but should you make it work by increasing the cost of your products or by taking the cost out of your profit margins? Should you offer it at all?
“Make sure you are investing in things that matter deeply for customers,” says Jimmy Duvall, chief product officer at BigCommerce.
And if you’re selling internationally, you’ll have to deal with customs forms, exchange rates and higher shipping costs. Strategize before you launch so you aren’t scrambling to fulfill orders.
4. Look for ways to involve customers
The Internet is vast, and even if you think your product is unique, it’s likely something similar already exists. But Duvall says offering a common product in a distinct way can help you stand out.
He points to StoreYourBoard, a website that sells hardware for hanging outdoor gear. The company won BigCommerce’s 2016 Innovation Award for encouraging customers to ask questions, write reviews and post pictures of its products in use on its website.
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“All of it takes a lot of time and thought, but the results are a feedback loop that makes finding the right product even easier for future customers,” says Josh Gordon, StoreYourBoard’s founder and president.
You can start simple, Duvall says. Having a clean site with useful content, an easy-to-find “contact us” link, and an “About Us” section can help build that relationship from the beginning. And make your return, exchange and shipping policies transparent so customers know what to expect.
5. Establish expertise
You know your product better than anyone else, Duvall says. Now turn that expertise into reasons why customers should do business with you.
Adding content is one way. Say you sell pet products: What should pet owners take into account when choosing food or toys? Does it vary by breed?
This doesn’t mean you need to write regular blog posts — though if you have the time and skills, go for it. You can also add pages to your site with details about why you chose to make or sell a particular product or brand, and why you think that choice is best for your customers.
MORE:
How to start a business
5 online business ideas
How to choose your business structure
Jackie Zimmermann is a staff writer at NerdWallet, a personal finance website. Email: jzimmermann@nerdwallet.com. Twitter: @jackie_zm .
NerdWallet is a USA TODAY content partner providing general news, commentary and coverage from around the web. Its content is produced independently of USA TODAY.
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The Only 5 Exercises You'll Ever Really Need
Take your routine back to basics with the help of these easy-to-perform exercises

APR 20, 2017
A man's fitness routine, much like his choice in films, women, clothes and favourite reptile (Komodo dragon - closely followed by the bearded dragon - since you asked), is a subjective affair. But there are still some exercises that will work, no matter who you are.
SEE ALSO: 5 Fitness Tips That Will Make You Better In Bed
Yes you've probably heard of them already, but sometimes - in the face of a pre-summer fitness slump - its best to strip back your routine and go with the maneuvers that have been chiseling rigs for generations.
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Here we present the only fitness moves you'll ever really need to know, plus how you can combine them into a quick, effective work-out to compliment all that extra training you're definitely doing right now.
You've got this!
How It Works
To start with, perform each exercise for two sets of 10 -15 reps. Try and take no more than 10 seconds rest in between sets if you're really looking to push yourself.
We've added a general structure that flows between push, pull, legs and abs, but feel free to experiment.
Finally, try and avoid performing this routine more than 3-4 times a week. Even elite athlete's need some rest.
1 | Pull-Up

In terms of versatility, there really is no better exercise for your back, lats, biceps and even your abs than the pull-up - and you're working them all at the same time.
If you're looking for that enviable V-shaped torso, then the pull-up has to be in your repertoire.
As simple - and difficult - as spreading your arms shoulder width apart, with your palms facing out, and pulling yourself up on a bar... the key with the pull-up is to nail your form before you add too many reps, lest you want to get injured.
Want to know more variations on the pull up and why it's so great? We've got a guide for that.
2 | Push-up

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This can be swapped out for a bench press if you happen to be in the gym, but if you're pushed (get it?) for time and or space, then the humble press-up is hard to beat.
Endlessly customisable, just make sure that your back is straight, abs are tight and that descend as slooooow as possible. You'll be surprised at just how effective a push-up is when done with proper, considered form.
Need more ideas? We've got covered that, too.
3 | Kettlebell Swing

An often overlooked element of a workout, it's important to have at least one move that works those silky hips of yours.
The deadlift is the daddy of all hip-hinge movements, but we prefer kettlebell swings thanks to their less strenuous nature. Plus, you don't even need a gym to perform them... but you do need a kettlebell.
Fantastically simple, just keep your knees soft, your back straight and launch the kettlebell above your head without letting your wrists bend back. Once the weight falls back between your legs, use your momentum to throw it right back up there.
4 | Squats

Another seemingly-simple move that is, nevertheless, highly-effective: the humble squat works your quads, calves and glutes, while also strengthening your core and testing your flexibility.
Perform with either a bar resting behind your shoulders or with nothing but your body weight. Just keep your back as straight as possible while lowering and make sure you're not lifting those heels off the ground.
5 | Plank

We get it, you don't want to do it because it's pretty boring, but the plank really is the boss when it comes to ab exercises. The crunch (a waste of time if you ask us) doesn't even compare.
Working every part of your abdomen, as well as strengthening your back and sorting your posture, aim to perform two minutes of solid plank, before spicing things up by raising either leg, or going up onto your side.
B-B-B-B-ONUS CARDIO!
Ok, so you've got this all down, right? But if you're looking to add a sixth, fat-burning, element into it your easy routine then we've got the solution, friends.
Sprints.
Find some space, run as fast as you can for 10/20/30 seconds and use the jog back as your rest. Perform 10 times and just see how tired you are. So simple in theory. So horrible in practice.
While you can do this on a running machine, it doesn't quite replicate the fury of trying to run really f*****g fast outside. Enjoy.
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Struggling with a mid-afternoon energy slump? This hormone might be the culprit
ANN ABEL
20 APR 2017
1/6
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2/6
Graphic: Abby Maker
You’re Superwoman in the morning, you power through lunchtime meetings, and then you fade around 3 p.m.—just to feel wide awake when 9 p.m. rolls around.
Sound familiar? It’s not because of what you ate or the fact that you’ve been sitting too long (though those factors might make it worse). And it’s definitely not all in your head. There’s a hormone that’s responsible for this whole thing.
You’re Superwoman in the morning, you power through lunchtime meetings, and then you fade around 3 p.m.—just to feel wide awake when 9 p.m. rolls around.
“Cortisol is the hormone that governs your blood sugar, blood pressure, digestion, hunger cravings, digestion, sleep/wake patterns, physical activity, and your capacity to cope with stress,” says gynecologist Sara Gottfried, MD, author of the New York Times bestseller The Hormone Reset Diet. In other words, it’s mission control for being a functional human being. “When you’re in fight-or-flight [mode], cortisol’s role is to raise blood pressure (so you can run) and blood sugar (to power your muscles), and to modulate your immune system.”
For example, when you’re getting a big energy spike just as you start thinking about winding down and going to sleep, it’s an indication that your cortisol levels are staying high at a time when, according to their natural 24-hour rhythm, they should be tapering off.
Other hints that the ebb-and-flow pattern is just…off: everything from brain fog to insomnia to weight gain and irregular periods.
What does a healthy cortisol cycle look like? And how can you get back to balance? Dr. Gottfried shares her science-backed methods for hormonal harmony.
3/6

Photo: StockSnap/Matthew Hamilton
So, what’s normal?
For most people, there’s a natural spike in the morning, which explains why we feel a burst of no-coffee-required energy in the a.m.—either right away or once we’ve moved around a bit and shaken off the cobwebs—and a lull in the afternoon. And for some people, it spikes again in the afternoon or evening (hello, night owls).
But generally, the highest levels are made in the morning, less is produced during the day, and very little in the evening. Only minimal amounts of cortisol are produced while you sleep. “When your cortisol levels are in balance, you feel calm, cool, and collected all the time,” says Dr. Gottfried. “You sleep well, and are able to manage stress without it overcoming you. Your blood pressure and blood sugar levels are normal.”
4/6

Photo: Stocksy/Bonninstudio
What if your cortisol switch is always “on”?
The hormone’s levels should bottom out around midnight, while you’re asleep, explains Dr. Gottfried. That’s when your cells can perform their greatest repair. “If your cortisol levels are still high while you’re sleeping, your body can’t do the healing it needs. As a result, you wake up feeling fatigued, like you want coffee—which raises cortisol—and perhaps you have trouble recovering from exercise.”
Chronic stress is a likely culprit, as it almost constantly produces cortisol and makes it near impossible to wind down. “High evening cortisol makes you feel like you don’t need rest at the time when you actually need it most.”
The result: depleted adrenals, which in turn cause serotonin, dopamine, norepinephrine, and epinephrine (AKA all the mood-balancing hormones you want to be coursing through you) to plummet. Lack of sleep makes it harder to sleep because of stress and high cortisol, so it becomes an endless cycle. Dr. Gottfried sums it up bluntly: “It’s crucial to mind your cortisol.”
5/6

Photo: Stocksy/Alexey Kuzma
Is this the same as adrenal fatigue?
The two modern-day woes are in fact related. Cortisol is produced in the adrenal glands, which is controlled by the hypothalamic pituitary adrenal thyroid gonadal (HPATG) axis. In times of stress, the HPATG axis signals the adrenal glands to increase cortisol production. Once cortisol levels increase, they basically tell the HPATG, “Don‘t worry, we’ve got this,” and the HPATG axis stops inducing the adrenal glands to increase cortisol production.
Your body is designed to do this rarely—think four times a year—and then experience long periods of calm. The problem is that most of us run around stressed too much of the time. When stress is chronic, the HPATG axis keeps triggering the adrenals to produce more and more cortisol, leading to adrenal disregulation.
6/6

Photo: Stocksy/Kate Daigneault
How do you bring things back to balance?
Good news: Dr. Gottfried believes lifestyle and supplemental strategies are powerfully effective for most women. A lot of the advice boils down to the usual no-brainers: a whole-foods diet, appropriate exercise, and stress management via meditation, breathing exercises, and yoga.
Here are some specific places to begin:
• Eat nutrient-dense food. Avoid refined carbs and sugar like the plague. (Which is tough when cravings can be a symptom of high cortisol. Don’t give in—it only spirals downward.) If you’re a low-cortisol person during the day, eat “slow carbs” such as sweet potatoes at night.
• Exercise in the morning. And if your levels are high, remember that cardio can raise cortisol. Dr. Gottfried says switching from running to yoga and Pilates made all the difference for her weight.
• Maintain a contemplative practice. This one is nonnegotiable—especially if you’re struggling with your weight. A study from the University of California at San Francisco showed that obese women who began a mindfulness program and stuck with it for four months lost belly fat. That makes sense because your belly fat contains four times (!) the cortisol receptors as fat elsewhere in the body.
• Take omega-3 supplements. Men and women who took 4,000 milligrams of fish oil a day for six weeks lowered their morning cortisol to healthier levels and increased their lean body mass, according to a 2010 Gettysburg College study. Look for a supplement that has been third-party-tested and is free of mercury and other endocrine disruptors.
• Take rhodiola. This adaptogenic herb, a form of ginseng, is the best botanical treatment for balancing stress hormones, says Dr. Gottfried. Aim for 200 milligrams once or twice a day.
• Take vitamin C. It’s been shown to lower cortisol in surgical patients and students in stressful situations, and is a safe supplement to add to your regimen. Try 750 to 1,000 milligrams per day, maximum, since more may cause a loose stool (which, real talk, could stress you out enough to send your cortisol levels back through the roof).
• Take vitamin B5. It appears to reduce excessive cortisol in people under high stress, Dr. Gottfried notes—plus, it’s a low-risk treatment. Aim for 500 milligrams per day.
Another way to lower your stress levels: believe it or not, self-hypnosis. Or, even better, make this calm-inducing dessert tonight.
Wednesday, April 19, 2017
Tuesday, April 18, 2017
Monday, April 17, 2017



Home » Tips » 6 Mistakes Men Make In The Bedroom That Women HATE
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6 Mistakes Men Make In The Bedroom That Women HATE
R. Baum October 23, 2016 335
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The other day, Alpha overheard a woman talking about her horrendous sexual experience with some poor dude. She was totally kissing and telling! Aaron was riveted, but at the same time, embarrassed for this guy. In this video men’s style, grooming, fitness and lifestyle expert, Aaron Marino of IAmAlphaM, AaronMarino, and Pete & Pedro explains the mistakes men make in the bedroom.
Mistakes Guys Make in the Sack
1. Not enough foreplay – you can’t go from 1st gear to 4th. You can’t skip gears!
2. Quiet like a mouse
3. Being too aggressive with the breasts – don’t bite the nipples or squeezing
4. Not being well groomed – prune the pubes as well as let the facial hair become softer
5. Smelling – don’t put cologne on your junk! Eliminate the odor with Chassis Powder.
6. Thinking that pornography is what it should be

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This Centuries-Old Practice Is the Key to a Speedy Metabolism
APRIL 14, 2017 DIET
 by VICTORIA HOFF

PHOTO: Lisa Says Gah
For all the different things that we're told can slow down our metabolism, there seem to be countless more pointers on how to rev it back up. (Eat spicy food! Try interval training! Balance your hormones!) Some of these tips (including the ones mentioned above) are backed by science; others are a bit more anecdotal. But the vast majority of them require some semblance of effort, whether it's selecting the right kinds of food or working out in a certain way.
What if it didn't have to be so complicated? According to research, boosting your metabolism can be as simple as rethinking the way you chew your food. Studies show that eating your food really slowly can actually help you burn up to 10 extra calories per meal—which could amount to up to 2000 extra calories per month. And believe it or not, this practice actually has roots that go back thousands of years.
In Ayurveda—the centuries-old, holistic-minded school of medicine based out of India—chewing slowly and thoroughly is crucial for optimal digestion, and optimal digestion is crucial for overall health. And while most modern scientists agree that the way you chew your food doesn't have an impact on how well its nutrients are absorbed, there is something to be said for its connection to mindful eating. By eating slowly and deliberately, you're able to better monitor the experience as well as your feelings of fullness—and that's why people who eat slowly tend to gain less weight and consume fewer calories than fast eaters.
Now for the obvious question: How slow is slow enough? It'll take your brain about 20 minutes to register how full it is, so try to stretch out your meal for at least that long. A 2011 study also showed that participants who chewed each bite 40 times lost 12% more fat than those who chewed 15 times, so aim high.
Check out more sneaky ways to get your metabolism going, and shop some our favorite energy-boosting supplements too.
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How We Built an Ecommerce Business from Scratch and Generated $922.16 in Revenue in 3 Days
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IN FEATURED · INSPIRATION · ONLINE BUSINESS MODELS
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How We Built an Ecommerce Business from Scratch and Generated $922.16 in Revenue in 3 Days
by Richard Lazazzera

It all started with a challenge – build an ecommerce business from scratch and see how many sales we could generate in three days.
For many entrepreneurs, building their first business can be intimidating. There’s seemingly hundreds of steps, choices and paths to get to the finish line of just launching your business, let alone generating traffic and sales.
Most of the time though, the whole process of building and launching an online store gets overthought and leads to paralysis by analysis. The truth is, building an ecommerce business can be simple—if you want it to be.
Not only were we excited about our self-issued challenge, but we saw it as a great opportunity to show others that building an online store doesn’t have to be overly complicated, cost a lot of money, carry a lot of financial risk or take a lot of time.
In this case study you’ll learn step-by-step, exactly how we decided on a product to sell, sourced a supplier, and sold nearly a thousand dollars worth of product in just a few short days.
Getting Started
In most cases, it takes some money to make money. We decided to allocate ourselves a modest but still noteworthy $500 in startup capital to help launch the business.
Before getting started, we (Richard, Tommy, Tucker and Mark) sat down to decide the tasks that needed to be completed to launch the business.
After a quick brainstorming session, we settled on the following action items:
Determine what to sell
Select an appropriate business model
Source a supplier
Order samples
Determine pricing
Create the brand
Set up the online store
Take product photos
Create blog content
Set up social accounts
Launch
Test multiple marketing channels
Drive targeted traffic
Make sales
What Should We Sell?
Since we wrote the book on finding products to sell online, we naturally started there. Because we only had three days to make everything happen, we decided to focus on the chapter that discusses current trending products.
The ten products listed in this chapter were as good of a place as any to start. We looked at and discussed each product listed in that chapter.
After a bit of discussion, we decided that we all liked the idea of selling matcha tea—a finely ground green tea powder, predominantly grown in Japan.

Here was the original trending screenshot from Google Trends:
We chose matcha tea for a few reasons:
It’s trending.
It’s fairly small and easy to ship.
It usually comes in a tin or sealable bag, making it durable for transit.
Demand for matcha is relatively stable throughout all seasons.
Matcha is consumable which can be great for customer loyalty and generating repeat sales.
Matcha serves a passion for tea lovers.
There were also some potential issues and drawbacks with the idea which we quickly noted:
Matcha (in the quantities an average person would buy) is a fairly low cost product ($20-$30).
If we chose to dropship, our margins would be smaller which could be particularly challenging with a lower cost product.
With these pros and cons in mind, we decided that matcha would still make for a great product to sell online.
It was time to get down to business.
Determining an Ecommerce Business Model
The next step was to determine our ecommerce business model.
There were a few things we knew right from the start that made these choices easier. We knew that because we only had a few days to build the business and make sales, we had to sell direct to consumers rather than wholesaling to other businesses.
We also made the decision to dropship matcha instead of making or manufacturing the tea ourselves. Although making or manufacturing our own product would likely provide better margins, we decided to go the dropshipping route because it allowed us to get set up quickly, without having to manage and ship inventory ourselves.
Finding a High Quality Dropshipper
When setting out to find a dropshipper, we were looking to find a supplier who could offer their services at a low cost, who was able to give us private label rights, and someone who was reliable with low shipping rates.
The first place we started looking was locally. By simply doing a Google search for various terms like “drop shipping tea toronto”, “wholesale tea supplier toronto” and “wholesale tea toronto” – we came across a few results.
We emailed some of the first results to see if they’d be interested in working with us—unfortunately, we hit a bit of a roadblock.
We found that the majority of wholesalers or suppliers who are selling tea wanted to keep their personal branding, and didn’t want to offer private labelling.
The local suppliers were aiming more towards working with a reseller who’d stock their teas at a tea shop, or cafe. That’s not what we wanted.
The search continued by broadening the scope of what we were looking for.
Broadening Our Product Supplier Search Terms
The new search terms were “tea and coffee dropshippers”, “tea suppliers”, “white label tea”, “private rights tea”, “tea wholesalers” – and the results were all over the place.
It isn’t easy finding a supplier. Emails back and forth with multiple suppliers showed that in most cases—nobody was willing to work with us unless we had weekly minimum order quantities.
We couldn’t guarantee a minimum order because we were just getting started.
That’s when we went deeper.
On the 10th or so page of Google, we started to get a bit discouraged. But one thing that we found was that the best way for someone to take you seriously is to actually pick up the phone and speak to someone.
It’s a bit daunting to have to speak to someone and to essentially pitch your (non-existent) business to them over the phone – but it’s usually what works best and in our case did the trick.
After all the searching we ended up finding a dropshipper who offered everything we were looking for.
They offered:
Low cost per unit pricing
Private labelling (letting us use our own brand name and labels on their product)
Packaging
Low shipping rates within the United States
One of the greatest things about the dropshipper we chose is that they’re clearly run by people who truly care about the product.
They were willing to speak to us over the phone and email and were on-the-ball when it came to answering all of our questions.
Note: We've chosen not to disclose who our dropshipper is as it's part of the giveaway we are doing with this case study.
Ordering a Sample Product to Verify Product Quality
Before we could move forward, we needed to get in some sample product to test and inspect. Obviously we had to try the tea before we could sell it, plus we needed it for product photography, so we had one tin overnighted to us.
Unfortunately shipping to Canada was $30 due to the shipping restrictions of the dropshipper. The high cost of shipping to Canada and other countries outside of the USA made us realize that we would be limited to selling to just the United States.
Upon receiving the sample, we tested it in the office with several heavy tea and matcha drinkers to get their opinion. The reaction from everyone was overwhelmingly positive.
It was time to move forward.
>>>Use Shopify To Set Up Your Online Store
Determining Product Pricing
We wanted to create a somewhat premium brand and therefore had to price it accordingly. We did some searches to see what similar products were selling for. They ranged from $15-$30 per 30g of matcha.
We ended up settling on $24.99 as our selling price. Our cost was $10.25 per tin, so we were looking at nearly a 60% profit margin on each tin that was sold. In the world of dropshipping, a 60% margin is considered quite high.
Keeping in mind different psychological pricing tactics, we knew that most consumers associate price with quality. That worked in our favor.
Creating and Designing a Brand
Keeping in mind our higher end price point and knowing that there’s a movement right now towards organic, pure, healthy lifestyles – we knew that we wanted our store and branding to reflect that.
We looked at a few different brands and lifestyle companies that were in the space – like SkinnyMe Tea, Lululemon and a few lifestyle-focused Instagram accounts.
There were a few commonalities in terms of design and color. A lot of white space, clean type, as well as different copywriting techniques that encompass the idea of “a better you”.
That’s what we ended up focusing on—and as you’ll see a little further down, it’s conveyed through the messaging and branding on our storefront.
Deciding On a Business Name
When it came to the business and product name, we wanted something that was simple and approachable. We decided to turn to some of the name generators mentioned in this post, including Shopify’s own business name generator tool.

After a bit of brainstorming and searching on the various services, we narrowed it down to a list of 12:
Pure Matcha
Matcha Love
Zen Matcha
Official Matcha
Touch of Matcha
Taste of Matcha
Hello Matcha
Daily Matcha
Inspire Matcha
Matcha Lux
Dreaming Tea
Dreaming Matcha
In the end, we settled on Hello Matcha. Hello Matcha was simple, friendly, easy to remember and reflected the brand we wanted to build—plus the “.com” was available.
Designing a Logo That Was Simple and Effective
When it came to the logo, we wanted something that communicated the “clean”, “fresh”, and “pure” brand we were trying to create.
If we had time we would have looked at and considered hiring a designer to help us create a logo that reflects the brand we were looking to create, unfortunately, our schedule didn't permit this.
None of us on the team are designers, but we do have a basic understanding of Adobe Photoshop—so we went with a logo that relied mostly on the use of a single typeface rather than lots of graphic design.
After a few iterations and back and forth on the font we were going to use – our logo was complete.
We used a simple san-serif font, and one of the default custom shapes available in Adobe Photoshop for the tea leaf.
The final result:

Nothing too complicated—but gets the point across and also looks great in a variety of sizes. It was perfect for us.
Creating Product Labels
The next step was creating product labels. It ended up taking a few iterations. Because we weren’t actually shipping the product ourselves—we had to make sure the labels were the right measurements, color profile and as high quality as possible without getting too expensive.
After speaking to the dropshipper, we got the exact label dimensions so we could get to work. We put together a few different designs in Photoshop that were fairly simple, but effective.
Some highlights that we wanted to include on the label were:
Logo
Instructions
Our social accounts
A quote about healthy living and tea
After about 30 minutes, we came up with several iterations:
Here they are printed out on regular computer paper:

We all agreed on the final label for print:
We ended up ordering some sample stickers versions of the label at a cost of $16.95 from a local printer around the corner from our office. This was just so we could see how it looked in real life.
It was a fantastic feeling to feel the stickers and see the product start coming together.
Once we picked up the local samples and were happy with them, we submitted the print file to the online sticker printer StickerGiant at a total cost of $85.56 for 250 sticker labels.
We had the actual stickers shipped directly to the dropshipper who would be applying them to the actual tins of matcha to save time and money.
Taking the Product Photography with Our Smartphones
Keeping in line with the bootstrapped nature of this project as well as time constraints, we knew that we couldn’t use professional photography services. While that would have been ideal, it wasn’t a viable option for us.
The good news is that from past experience and blog posts like this and this, we knew that we could use our smartphone and a bit of magic to get great product photos.
We found a well lit place in the office near the windows and set up our sample tin of matcha on a white surface.
Using an iPhone 6, we took a few sample shots at various angles.

Once we had a dozen or so photos, we exported them to the computer and did some basic edits in Adobe Photoshop just to boost the brightness.
To get a nice clean image of the tin isolated on a white background, we used the manual background removing service Clipping Magic. This left us with a beautiful product, isolated on a white background.
If we had more time, we could have also submitted our final photos to one of the many services that integrate with Shopify (Pixelz or Pixc) that removes the background from from the photos at a nominal cost of approximately $2.00/photo.
Setting Up Our Shopify Store
Since we were only selling one product without any variations—we needed a theme that was good at showcasing a single product.
While we could have easily used a free theme from the Shopify theme store, we decided to spend some of our budget on the Startup Theme ($180) to launch with.
It’s beautiful, easy to customize, and offers a lot of additional functionality in terms of content layout that otherwise would require a relatively extensive knowledge of coding. The team at Pixel Union really did a great job developing this theme—we highly recommend it for any new storeowners.
We wanted to create something that anyone could do, too—so we avoided adding additional custom code whenever we could.
The major assets we needed to make the store look great were:
A hero image for the homepage
Great product photography
About page copy
Home page copy and unique value proposition (USP)
After a few hours of work, Hello Matcha Tea was born:

Setting up the Product Page
Product pages are important and setting them up well is vital to conversions. This is the page where people make their buying decision after all. There were several things we wanted to highlight on this page:
Product title
Price
High quality product photos
Quantity (30g)
Description
Instructions for how to use the product
General info about matcha
Key benefits of matcha
We landed on this:

Sales Channels and Marketing Strategies: Full Speed Ahead
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Marketing is all about finding the right channels for your particular business and getting in front of as many qualified buyers as possible. We utilized several sales channels in an attempt to get as much traction for the business as possible in three days.
Some worked better than others and some flat out failed. But we wanted to include everything below to show you our thought process and demonstrate that you need to test and experiment to figure out what will work for your business.
With all hands on deck and the clock ticking, we began our marketing efforts, one channel at a time.
Personal Outreach to Friends and Family
Because our supplier could only ship to USA cost effectively, there was only one person on the team that could personally reach out to friends and family as the rest of us are based in Canada and have mostly Canadian friends/family and contacts.
Using a combination of Skype, emails, Facebook, Twitter and Google Chat, Tommy reached out to everyone in his personal and professional network that he thought would be interested in trying our matcha tea.
This proved to be very effective on day one as several sales came in through this one-on-one outreach.
Not everyone that was contacted bought, however, of those who didn’t buy, nobody acted like they were horribly inconvenienced either.
Result: 6 sales.
Product Hunt
Product Hunt is a community website that surfaces the best new products, every day. Typically people share the latest mobile apps, websites, hardware projects, and tech creations. It can be an effective channel for launching new products and ideas however, every post submitted needs to be approved by a moderator.
Fortunately for us, one member on the team had a friend who is a curator at Product Hunt. By reaching out to them, he was able to get Hello Matcha out of moderation and on the site for voting.
This proved to be extremely impactful as Product Hunt drove over 900 visitors to Hello Matcha.
These 900 visitors ended up converting into 12 sales. While this turned out to be great source of traffic and revenue, the lesson here isn’t necessarily “get listed on Product Hunt” but rather to know who in your network has access to more people or can help you in some way.
Of course, Product Hunt is just one of the many platforms that curates new products. Be sure to do some research to find out other blogs or platforms that work in the same way.
Result: 902 visits, 12 sales.
Reddit
Reddit is a massive entertainment, social networking, and news website which spans all sorts of topics, and is home to much of the internet’s most interesting content, images, videos and everyday comical online occurrences.
Most importantly, however, Reddit is also home to “subreddits”—categories dedicated to certain topics and interests which can be a really valuable source of qualified traffic. We’ve seen this first hand in our own businesses and documented it from others like Beardbrand. Reddit requires a calculated and careful approach as its users are smart and protective of the community there.
In other words, in most cases they don’t want to be pitched to and sold to directly.
Our Reddit approach was to create something informative and entertaining for tea enthusiasts that would live on the Hello Matcha blog, and that we could link to from relevant subreddits.
When searching for ideas for a piece of content that would resonate with our target audience, the first thing we did was head over to BuzzSumo – a site that enables you to search for relevant content using keywords, and then presents you with the most popular content based on social shares.
We searched for popular content containing the word “tea” from the last six months. Our goal was to find something that was already popular, but that we could repackage, reframe and publish in a new way.
One result that looked interesting was a click bait-style article on Diply that currently has over 91k shares. The article contains a video about handy uses and applications for used tea bags:

Here’s the article on diply:

While the folks at Diply decided to focus on one tip from the video in their headline, the video actually contained five additional tips that we thought readers would find interesting.
So, we took screenshots of each tip in the video and packaged them into a list post with the full video at the bottom of the post – an approach Buzzfeed frequently uses.
With our post published, it was time to share it on Reddit. Even though this post was related to tea, we realized after-the-fact that it was really more about useful life hacks and money saving tips than tea, so we decided to share it on Today I Learned (TIL) – a subreddit dedicated to surfacing interesting facts and tidbits of information.
This post generated 11 upvotes, 8 comments and 48 pageviews for the blog post, however, it led to no sales.
We quickly realized that even though we were able to generate some visitors, they weren’t targeted visitors. We needed to get our content in front of actual tea lovers.
So we headed over to /r/tea and noticed that people liked to post interesting tea sets and mugs and that those posts frequently got a lot of upvotes. We decided to filter the subreddit by top posts in the last year and collect photo’s of the most upvoted tea sets.
Overall reddit proved to be an interesting source of traffic and despite not generating any conversions with these two attempts, we all agreed it still had potential. For example, in addition to the sub-reddits above we could also explore ways to participate and get in front of the communities at /r/shutupandtakemymoney, /r/TeaPorn, /r/muglife.
Result: 109 visits, no sales.
Instagram
We’ve discussed Instagram marketing before and know that it can be a powerful marketing channel and, if used correctly, can drive highly targeted traffic and sales to your online store.
We immediately began our search for popular Instagram influencers with hundreds of thousands of followers that would be a good bridge between our product and their audience.

We spent a few hours and accumulated a list of potential accounts to reach out to in hopes that they would let us purchase a sponsored post on their account. That means paying them a fee to post an image of our choosing, with a potential @hellomatchatea shoutout as well.
Some of the different categories of accounts we initially targeted were:
Health & Fitness
Yoga
Tea
Weight Loss
Workout Apparel
We found these accounts through the following hashtags on Iconosquare:
#tea #teaaddict #teagram #tealovers #teatime #teacup #teaoftheday #healthy #tealover #matcha #matchatea #followyourdreams #afternoontea #instatea #like4like #fitness #teatox #detox
Unfortunately, a lot of the accounts we found weren’t willing to work with us on such a small budget ($30-$60), or, in such a short period of time. In fact, many of the accounts we contacted didn’t email us back until a few days after our challenge.
We ended up simply commenting, liking, and following accounts that might share the interest of healthy living and tea.
Because Instagram only allows links in bio's and not on posts themselves, and because it's a mobile app, it's a pretty high friction experience to go from Instagram to checkout on an online store.
Because of this, we believe sales coming from ‘Direct' – people typing the website directly into their browser – would have come from people who saw Hello Matcha on Instagram.
If we were to do this again, we would most likely provide a specific discount code to Instagram followers so we have a relatively simple way of tracking any customers.
Result: 12 (unconfirmed) sales.
Pinterest
Pinterest was another sales channel we were eager to explore and test. A quick search for ‘matcha’ on Pinterest revealed hundreds of pins for matcha recipes that were getting thousands of repins.
While this was promising, we knew we didn’t have time to grow an organic following on Pinterest in just three days. So instead of building our own audience we decided to try and tap into someone else’s. That meant finding an account that would accept a sponsored post/pin.
While searching pins with matcha in them, we noticed a few recipes for healthy green tea lattes that were particularly popular. After some research online, we came up with a recipe to create a version of Starbuck’s green tea latte and posted it to our blog with a photo that could be pinned.
To place our post/pin, we searched for healthy living and fitness accounts that posted healthy recipes. Then, for accounts that also had websites with contact info, we reached out with a simple email:
We heard back from one account owner who was happy to do it for $20
The account predominantly posted health and fitness related pins and had over 11,000 followers, so for $20 we thought it was worth a shot.
We transferred the money via paypal and shortly after our pin went live.
The pin generated 50 repins, 7 likes and 17 pageviews:
In the end, no sales could ultimately be attributed to this campaign. While this was somewhat disappointing, it wasn’t all that surprising either. Given more time we all agreed that, done right, Pinterest has the potential to be an important sales channel for this business – especially if we focused on creating and curating great matcha recipes for sharing.
Result: 17 visits, no sales.
Note: this is a much different approach than the new Pinterest Buyable Pins. Read more about thathere.
Facebook Paid Advertising
Of course we were interested in also trying Facebook ads to drive traffic and sales so we set up a very small Facebook ad campaign that directed users to the Hello Matcha homepage.
Here was the ad we set up

For this ad we targeted users in the United States between the ages of 18-50 who were interested in “green tea”, “matcha”, “Gyokuro and Sencha” (types of green tea), and “David's Tea” – a major tea company.
We ended up spending a total of $24.11 on Facebook’s ad platform which resulted in:
34 Likes
1 Comment
2 Shares
45 visitors to Hello Matcha
1 Sale
Although, we ultimately lost money with Facebook Ads, it’s important to note that the campaign was very limited. We didn’t spend any time tweaking it, adjusting audience, ad creative or copy once we launched the ad.
We ultimately feel that Facebook Ads could be a successful channel given more time and attention.
Result: 45 visits, 1 sale.
Marketing Channel Results – Overview
At the end of the 3 day hustle, we were exhausted but felt a great sense of achievement. Here's a final breakdown of the results:
Total traffic: 2,414
Added to Cart: 101 (4.18%)
Reached Checkout: 97 (4.02%)
Purchased: 32 (1.33%)
Total Revenue: $922.16
Some of the sales were hard to attribute to the various channels, however, based on our analysis of all of our data, here’s where we believe all the sales came from.
6 Direct Sales (Friends & Family)
12 Product Hunt
0 Reddit
0 Pinterest
1 Twitter
1 Facebook
12 Instagram/Direct*
*Because Instagram only allows links in bio's and not on posts themselves, and because it's a mobile app, it's a pretty high friction experience to go from Instagram to checkout on an online store. Therefore, we believe sales coming from ‘Direct' – people typing the website directly into their browser – would have come from people who saw Hello Matcha on Instagram, however, we can't be 100% certain.
Overall Setup and Marketing Expenses
We gave ourselves a budget of $500 in the beginning but ended up spending a little over that. The biggest upfront expenses were the premium Shopify Theme which was not needed for this business, but we loved the design so much we couldn’t resist.
The rest of the costs were minimal, and included things like custom sticker labels and sample label stickers. We would have loved to been able to purchase these in a smaller quantity, but unfortunately that was not an option.
All other costs were minimal. Let’s take a look at the total breakdown:
Premium Shopify Theme (Startup by Pixel Union) – $180
Domain Name – $10.17
Sample Product – $41.25
250 Product Labels – $85.56
Matcha Labels (Local Samples) – $16.95
Facebook Ads – $24.11
Pinterest Sponsored Post – $20.00
32 Tins of Matcha @ $10.25 each – $328
$5 Shipping x 32 tins – $160
Total Cost: $866.04
32 Tins of Matcha + Shipping Revenue Collected – $922.16
Total Revenue: $922.16
Profit: $56.12
While we “only” made $56.12 in profit, many of the costs outlined above were one-time startup costs and experimental marketing expenses. Over time we believe that we could optimize and refine our approach to reach increased profitability.
Conclusion
Now that we’ve shown you the entire process of building an ecommerce store – what’s stopping you from doing the same? The key takeaway is just start.
We hope that you found inspiration in our mini challenge and that you learned something along the way. Be sure to let us know in the comments below what you think – and of course make sure check out the contest to see how you can enter to win this business!
======================================================
My 2 Cents
Thanks to the shopify blog for this article and excellent case study for an ecommerce startup.
It’s easy to see that with a little hard work in setting up a good online business great things can happen.
As for the profit – all businesses online take time to develop and refine marketing. With startup costs taken care of and using the marketing as a benchmark for testing – a good monthly profit could easily be generated.
Additionally because they used a drop shipper, there are choppily apps they could use to automate the whole process, so that sales get directly channeled to the drop shipper automatically.
Mike G
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