Meeting Title: Eden Competitor Analysis and Strategy Sync Date: 2025-12-19 Meeting participants: Henry Zhao, Clarence Stone
WEBVTT
1 00:00:43.420 ⇒ 00:00:44.619 Clarence Stone: Alright, sorry about that.
2 00:00:44.620 ⇒ 00:00:45.819 Henry Zhao: Alright, thank you.
3 00:00:45.970 ⇒ 00:00:49.400 Clarence Stone: I have to just reset my Slack at some point, so that’ll.
4 00:00:49.400 ⇒ 00:00:50.579 Henry Zhao: Oh, I know what you mean.
5 00:00:50.760 ⇒ 00:00:52.440 Henry Zhao: That message, yeah.
6 00:00:52.440 ⇒ 00:01:00.780 Clarence Stone: Reset, this sucks. Okay, so, there’s two ways I want to kind of explain it to you, like, like, the…
7 00:01:00.890 ⇒ 00:01:21.459 Clarence Stone: deeper why on what I did, what I’m about to do, at a different time. I want to give you a tactical solution today, but, like, really, like, part of what I’m here for is to, like, mentor and teach you guys, so please, please follow up and make, you know, another call so that we can, you know, actually deep dive.
8 00:01:21.460 ⇒ 00:01:22.040 Henry Zhao: Yeah.
9 00:01:22.460 ⇒ 00:01:31.970 Clarence Stone: But… I… My best explanation to you is, like.
10 00:01:32.540 ⇒ 00:01:38.280 Clarence Stone: when you’re not sure where to start, the first thing that I would do is figure out, like.
11 00:01:38.760 ⇒ 00:01:56.980 Clarence Stone: who are Eden’s competitors? What space is Eden in, right? And you may have already heard from the client who they consider direct competitors. That would be more helpful than what you’re going to get from AI, right? But the first thing you can do is tell me what market
12 00:01:57.440 ⇒ 00:02:07.620 Clarence Stone: categories, you know, Eden operates in, and then I’ll just leave a link to tryEden.com. Okay. It can give me that, right?
13 00:02:08.320 ⇒ 00:02:09.389 Henry Zhao: Cool.
14 00:02:10.100 ⇒ 00:02:16.109 Clarence Stone: And then, it’s going to give you, like, the market categories for the analytics.
15 00:02:18.790 ⇒ 00:02:26.360 Clarence Stone: Right? And then from there, you can say, what are the top-level metrics that are important to this industry?
16 00:02:27.650 ⇒ 00:02:28.820 Clarence Stone: Right, so…
17 00:02:28.870 ⇒ 00:02:31.379 Henry Zhao: Okay, cool, so it’s wellness…
18 00:02:31.380 ⇒ 00:02:38.460 Clarence Stone: hormone therapy, all of these things, so it’s under the health and wellness, right? So, how do health and wellness
19 00:02:39.210 ⇒ 00:02:52.180 Clarence Stone: This… E-com companies measure marketing success. What are the top-level KPIs?
20 00:02:52.620 ⇒ 00:02:59.580 Clarence Stone: all are aligned to, and what are the industry averages. Now, you probably have to do
21 00:03:00.070 ⇒ 00:03:07.640 Clarence Stone: some deep research instead on this, but I’m just doing this quickly to show you that… how to kind of, you know, follow that train of thought.
22 00:03:19.310 ⇒ 00:03:21.670 Clarence Stone: I’ll let that kind of bake in the oven.
23 00:03:21.870 ⇒ 00:03:23.659 Clarence Stone: Need another Gemini window.
24 00:03:23.880 ⇒ 00:03:25.760 Henry Zhao: But will they give it all in Gemini?
25 00:03:26.810 ⇒ 00:03:33.320 Henry Zhao: So I like using Gemini for, like, market research. It just happens to be better. It’s just my own vibes, right? Like, everybody…
26 00:03:33.320 ⇒ 00:03:44.799 Clarence Stone: you know, has a preference on what LLM. If you ask you, Tom, it’s probably gonna be Cloud or GPT, like, if you ask me, I’m gonna lean towards Gemini mostly for research.
27 00:04:00.370 ⇒ 00:04:00.900 Henry Zhao: Interesting.
28 00:04:00.900 ⇒ 00:04:15.500 Clarence Stone: Cool. Here, industry average cap, right? Where is Eden compared to that, right? Consumables. Where is Eden compared to that, right? And, you know, ad spend. Are they getting industry average 2.8 to 3.5?
29 00:04:15.500 ⇒ 00:04:20.649 Henry Zhao: Okay, let’s say it’s way off. So let’s say the CAC right now is, like, $480, which it is.
30 00:04:20.760 ⇒ 00:04:22.649 Henry Zhao: How… how could I even…
31 00:04:22.840 ⇒ 00:04:27.830 Henry Zhao: Like, it just seems like an absurd story to tell, right? Like, we’re not gonna decrease our CAC by 90%.
32 00:04:29.600 ⇒ 00:04:31.489 Clarence Stone: Where, where? Sorry.
33 00:04:31.490 ⇒ 00:04:35.169 Henry Zhao: So, yeah, so CAC buy right now in Eden is $480.
34 00:04:35.170 ⇒ 00:04:35.780 Clarence Stone: Okay.
35 00:04:35.780 ⇒ 00:04:39.809 Henry Zhao: So how… it would just seem ridiculous if I said, like, this is the industry average, we need to lower it by 90%.
36 00:04:39.810 ⇒ 00:04:54.830 Clarence Stone: So, that 400 isn’t exactly how they’re calculating, like, the actual CAC to the person, though. That, like, so this industry CAC is, like, how much am I as a customer paying out of my pocket, right?
37 00:04:54.830 ⇒ 00:05:03.449 Clarence Stone: cap measurement you might have, like, I would just double check, is, like, how much money Eden is getting, including the insurance
38 00:05:03.550 ⇒ 00:05:04.530 Clarence Stone: payment.
39 00:05:05.480 ⇒ 00:05:12.640 Clarence Stone: So, I may pay 130.
40 00:05:13.300 ⇒ 00:05:23.080 Clarence Stone: Right? So, like, this could be industry correct, but that’s because it’s being supplemented by other, you know.
41 00:05:23.350 ⇒ 00:05:36.470 Clarence Stone: subscriptions and stuff, right? And, like, just for example, it does seem like, you know, the raw pricing is $140, but I bet you, like, people always, you know, qualify for some sort of, like, insurance, and that drives the price down.
42 00:05:37.680 ⇒ 00:05:38.310 Henry Zhao: Okay.
43 00:05:38.310 ⇒ 00:05:47.119 Clarence Stone: Right, so, like, that’s why the CAC doesn’t make sense. So, yeah, obviously, like, when you look at the industry standards, you have to think about, like, does this make sense for Eden, right?
44 00:05:47.120 ⇒ 00:05:47.699 Henry Zhao: Right,
45 00:05:47.700 ⇒ 00:05:53.019 Clarence Stone: But, like, here, as an industry average, like, return on ad spend, you can really use this metric.
46 00:05:53.930 ⇒ 00:05:57.420 Clarence Stone: Right? Are they getting this much? Are they getting this much ROAS?
47 00:05:58.290 ⇒ 00:06:02.849 Clarence Stone: Right? Like, industry average conversion rate on website, are they getting 3.3%?
48 00:06:03.560 ⇒ 00:06:11.679 Clarence Stone: Right? Generally, for health and wellness, it’s 2.5 to 3.5, right? This is… this is, like, for your… for Eden, you should be like.
49 00:06:11.750 ⇒ 00:06:25.370 Clarence Stone: if you’re not here, you should get here. If you’re… if you’re in this ballpark, you’re doing good, so we’re not gonna prioritize it, right? But you can always do better on these things. Like, AOV, right? Like, it’s… it’s so funny, like.
50 00:06:27.690 ⇒ 00:06:39.309 Clarence Stone: this AOV seems pretty low, too, but, you know, the things that it’s comparing to is, like, melatonin, so maybe what you need to do for this prompt is, this is a pharma…
51 00:06:41.920 ⇒ 00:06:42.460 Clarence Stone: me.
52 00:06:42.460 ⇒ 00:06:47.630 Henry Zhao: Yeah, it’s like, fine-tune the prompt, because we do more, like, long-term treatments, right? And this seems like one-off purchases are included.
53 00:06:48.430 ⇒ 00:06:50.279 Henry Zhao: Which is also why the CAC is lower.
54 00:07:03.890 ⇒ 00:07:05.409 Clarence Stone: Alright, so…
55 00:07:05.870 ⇒ 00:07:16.739 Clarence Stone: That’s… that’s what I would tell you, like, to do on your own, so that you can create your own meta prompt, but I’ll give you one that I’ve done before. So, I actually have a company strategy analytics, like.
56 00:07:16.740 ⇒ 00:07:19.570 Clarence Stone: agent, and I’ll share the meta prompt with you.
57 00:07:19.570 ⇒ 00:07:41.659 Clarence Stone: But, you know, I just pumped in, hey, the company’s Eden, find me details on it. And it says, okay, through my initial assessment, I went to the website, learned about Eden, and said, like, hey, these are the three pressures they’re probably feeling in their, industry, and look how much more specific it is. Metabolic health, right? GLP-1 churn, supply chain and regulatory issues. This is exactly what they’re facing.
58 00:07:41.830 ⇒ 00:07:42.480 Henry Zhao: Yeah.
59 00:07:42.480 ⇒ 00:07:48.669 Clarence Stone: Right? And it’s like, okay, well, I’m gonna give you suggestions on how to fix each one of these three biggest problems.
60 00:07:50.300 ⇒ 00:07:58.060 Clarence Stone: Right, so, like, if I were to take this, I would create a slide saying these three things, and then say, like, this is what the industry says they’re feeling pressure from.
61 00:07:58.170 ⇒ 00:08:00.889 Henry Zhao: Do you… do you… does this resonate with you?
62 00:08:01.940 ⇒ 00:08:11.509 Clarence Stone: Right? Makes sense, yeah. And if any of them don’t, you can just skip that part of the slide when you present it, right? And some of them do, like, they’ll be so excited.
63 00:08:11.510 ⇒ 00:08:36.479 Clarence Stone: because, like, you’re kind of reading their mind, they’re just like, hey, let’s just jump in and turn and churn, retention, right? Because then, like, from here, my agent is saying, like, okay, let’s actually dig into each of these topics and find suggestions. So, in phase one, you know, like, these are the data sets that I want… it wants you to ingest. This is the segmentations that it wants you to make. And then it gives you the formula, and it says, like, if it’s more than
64 00:08:36.480 ⇒ 00:08:44.370 Clarence Stone: this, there is a pricing structure issue. If it’s less than this, then, you know, they’re good, right? And if there is a pricing…
65 00:08:44.730 ⇒ 00:08:48.859 Clarence Stone: Issue. Here are, like, solutions to suggest to them.
66 00:08:49.530 ⇒ 00:08:52.860 Clarence Stone: Right? And then, like, this is what they should expect as a result.
67 00:08:53.810 ⇒ 00:08:54.380 Henry Zhao: Yeah.
68 00:08:54.380 ⇒ 00:09:00.960 Clarence Stone: Alright, so if you do this thing up here, the LTV saver, you should get a return of 15%.
69 00:09:01.770 ⇒ 00:09:04.349 Clarence Stone: Right? And it actually projects that for you.
70 00:09:05.630 ⇒ 00:09:18.089 Clarence Stone: Right, so that’s what, like, I guess, like, Robert was trying to say, is like, yeah, like, the end state, like, product that you have to create is a prioritization, but it will be very hard for you to rationalize your prioritization without some.
71 00:09:18.090 ⇒ 00:09:19.170 Henry Zhao: Without this, yeah.
72 00:09:19.170 ⇒ 00:09:31.050 Clarence Stone: Right. And so this goes through an exercise of, like, the data you should look at at Eden, and then giving you a framework on, you know, what recommendations should come out of that. So you can say, like, hey, I think,
73 00:09:31.050 ⇒ 00:09:47.080 Clarence Stone: you know, you should, you know, figure out, you know, how to, you know, white glove delivery, right? So, to increase retention, because there’s a lot of negative side effects to the drugs that you’re selling, like, maybe people are experiencing side effects, and just stop ordering.
74 00:09:47.480 ⇒ 00:09:55.430 Clarence Stone: Right. And in order to, you know, if you resolve that, like, you should, you know, be able to, you know, get, you know, X, Y, and Z result.
75 00:09:56.930 ⇒ 00:09:58.109 Henry Zhao: Okay, makes sense.
76 00:09:58.110 ⇒ 00:10:13.419 Clarence Stone: Right, so, if I were to organize those thoughts, though, like, the way I would present it is, like, industry-wide, right? Like, these are… are the three things that I’m observing for you, and normally I would add in one or two that are specific to Eden that I just noticed.
77 00:10:13.540 ⇒ 00:10:26.300 Clarence Stone: Right? And then go into, like, overall, all the things that can be approved, and then your recommendations on… on the things that… that you want to tackle, because they directly correspond to these top three things.
78 00:10:26.300 ⇒ 00:10:27.000 Henry Zhao: Gotcha.
79 00:10:27.650 ⇒ 00:10:39.319 Clarence Stone: Right, so I’ll give you this, Adrian. But, like, the real way to do it is kind of, like, farm information this way, right? Here, now, okay, farmer and telehealth, this looks a lot better, right? CAC, 100 to 300?
80 00:10:39.780 ⇒ 00:10:46.529 Clarence Stone: Payback period, 6 to 9 months, that sounds about right. Gross margins are pretty high. Aov7140, that’s correct.
81 00:10:47.900 ⇒ 00:11:02.190 Clarence Stone: Right? So, you know, just kind of… you can shape your prompt if you’re not getting, you know, the accuracy that you need, but, like, it even tells you, like, real-world persistence for GLP-1s, only, you know, 35 to 45% of people use it for more than 6 months.
82 00:11:02.850 ⇒ 00:11:04.230 Henry Zhao: Yeah, that’s about what we see.
83 00:11:04.500 ⇒ 00:11:06.970 Clarence Stone: Yeah, so, like…
84 00:11:07.630 ⇒ 00:11:14.149 Clarence Stone: maybe I would ask, like, what do they use after? Right? Like, you sell them the next drug.
85 00:11:14.350 ⇒ 00:11:39.230 Clarence Stone: is there, like, a maintenance routine, right, that they should do after this, where, you know, maybe you do GLP once a month instead of, like, every week. I don’t know what it is, like, I would do that research and say, okay, then we can create a recapture campaign saying, like, maintain your GLP, right? Like, you know, just get maintenance doses by X, Y, and Z, like, things like that. That’s the kind of goodness that we’re kind of looking for, right? But here you go, your top line metrics that you should compare
86 00:11:39.230 ⇒ 00:11:53.709 Clarence Stone: against it. This sounds quite right. You know, 40% of revenue goes to marketing, like, 25% goes to COGS. Yeah, this should be a good split to look at, right? And if any of this is off, you can say, like, hey, seems like you’re spending way more than the
87 00:11:53.810 ⇒ 00:11:56.530 Clarence Stone: You know, standard on, you know, COGS.
88 00:11:56.890 ⇒ 00:12:05.849 Clarence Stone: Right, and then you can dig into COGS and say, like, where are those fees coming from? Is it the drug itself, or, like, the consult fees for the doctors? Are you paying them too much?
89 00:12:07.340 ⇒ 00:12:12.569 Clarence Stone: Right? It’s sort of like, in an investigation that you have to do.
90 00:12:12.990 ⇒ 00:12:20.110 Clarence Stone: Yeah, makes sense. Okay, I think I know where to go from here. Yeah. This has been really helpful. I’ll do as much as I can today to get this done by the afternoon, but…
91 00:12:20.270 ⇒ 00:12:22.520 Henry Zhao: Probably will have more to do on this next week.
92 00:12:22.960 ⇒ 00:12:46.960 Clarence Stone: Yep, and, you know, I think today, you know, Robert just said that you have to send over the priority and the things that you want to tackle, so maybe find some inspiration here, and then just say, like, you know, when we speak with you, we’ll, you know, create a framework and a slide deck to explain, you know, the prioritization, and, you know, and compare you against industry standards, and create a plan for you to crush the competition, or something like that.
93 00:12:46.960 ⇒ 00:12:53.839 Henry Zhao: Yeah, I wonder if I can just put in, like, my ideas with the metrics, and just have Gemini prioritize it, right? Because it should be able to do that.
94 00:12:54.030 ⇒ 00:13:09.460 Clarence Stone: Yeah, yeah, once you kind of prime it with context about what Eden is, right, and it knows that the market comp… like, you can put those met… your objectives in, or high-level numbers in, and say, like, how far off are they from the benchmarks, right? And then give you suggestions on what to do.
95 00:13:10.770 ⇒ 00:13:11.420 Henry Zhao: Okay.
96 00:13:13.140 ⇒ 00:13:23.349 Clarence Stone: Yeah. But I’ll give you this agent. This agent’s pretty great. It just, like, walks you through everything, and by the end of, like, having this conversation, I always have a slide deck done. It doesn’t take me any more than 2-3 hours.
97 00:13:23.860 ⇒ 00:13:27.059 Henry Zhao: Cool. Thank you so much, Clarence. I’m gonna get right on it.
98 00:13:27.200 ⇒ 00:13:42.110 Clarence Stone: No worries. And, you know, I do want to sit down and kind of, like, deep dive into, like, formatting and, like, how to go through step-by-step, because, like, it is the real part of being great at this profession is, like, being able to take something ambiguous like this and create some gold.
99 00:13:43.250 ⇒ 00:13:46.050 Clarence Stone: But, here you go, that’s my meta prompt.
100 00:13:47.830 ⇒ 00:13:49.150 Henry Zhao: Okay, awesome, I’m gonna save it.
101 00:13:49.540 ⇒ 00:13:51.890 Henry Zhao: Okay, thank you so much, Clarence, I’ll talk to you soon.
102 00:13:51.890 ⇒ 00:13:53.270 Clarence Stone: Yep, sounds good.
103 00:13:53.270 ⇒ 00:13:54.169 Henry Zhao: Okay, see ya.
104 00:13:54.370 ⇒ 00:13:55.240 Clarence Stone: Bye.