Many athletes want an energy drink that is optimized for sports but without the very high caffeine content of most preworkouts on the market.
Who: Athletes, especially those in sports that involve some sort of endurance.
What: They are lacking a beverage designed for before a big game.
Why: Preworkout companies focus on gym rats, and energy drink companies focus on people who drink caffeine casually but hate coffee.
Not everyone in the current "who" share this need. Some people don't want or need caffeine. There are others, however, that might buy this product. For example, people who aren't athletes but need some quick energy for physical activity (hiking, moving, running from werewolves, etc.)
In the "what": Some people might prefer just a cup of coffee, and that's okay. We can't force everyone to like a certain flavor. We can, however, provide benefits and compounds that coffee doesn't contain, such as taurine, beta-alanine, and lecithin.
Why: People will buy this for different reasons. Some amateur athletes may buy it just because it has cool packaging or they like the flavor, or just to fit in. Some people might buy it because they want a little edge over the competition, even if they don't understand it 100%. Towards the top, some science-oriented athletes may understand the benefits of individual compounds and specifically choose our product because of the superior blend.
After interviewing some of my friends who play club sports, most of them just said something along the lines of "why wouldn't I just drink coffee" or "why not just have an energy drink". Therefore, it seems that my biggest hurdle will be separating this product from the other categories of energy drinks and coffees by marketing it specifically towards athletes.
As always, love to read your blogs. I think you have a good idea, but agree that it will be hard to market. As a coffee lover I go straight for the coffee flavored protein shakes for my post gym energy. Great observations and I look forward to seeing how you will market this because I know how saturated the market is with energy drinks, protein shakes, pre-workout supplements, and everything else under the moon!
ReplyDeleteI think this is an idea that makes a lot of sense and is something that we need in the market. As a person who goes to the gym every day at 6 a.m. I usually need a boost of energy in the morning to get me to the gym. I personally don't like the way preworkouts make me feel so I usually opt to drink coffee before I go for the caffeine boost but I don't really workout out after drinking a hot cup of coffee. I think a drink to give you an energy boost without making you feel "wired" or giving you any negative side effects would be just what I'd need.
ReplyDeleteI think this would be a great idea as I have heard athletes complain a lot about the drinks they use for before and after working out. I do not really care after working out, but I would definitely try other options if they were available just to see if I enjoyed it and would make the switch if this was the case. Good job!
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