My name is Christian Clements and I created the online natural health products business MUMA (pronounced mumma).

The business was established for a number of reasons. 1) After spending 5 years obtaining a Diploma of Building Design and Technology and a Degree in Construction Management, I worked for a large Australian building company for 2 years on 3 separate jobs. Throughout my last 6 months I spent a lot of time completing mind numbing tasks outside of my job description which drove me to resign after accepting a job from another builder for a much superior role, and for a much higher salary. I was probably in over my head, but good opportunities don’t come round often, so I took it. After completing my 2 months trial period, my contract did not lead to a full time position, and I was let go. The salary was good whilst it lasted, but the unfortunate (now fortunate) thing was, it didn’t last.

About 3 weeks later my housemate at the time quit his job in the family business and we decided after talking about delving into our own construction projects that we’d give it a crack, and we set out to the United States to take advantage of the US Sub Prime Mortgage Crisis and flick some properties in Florida. After a 2 month research and development trip, and another 8 months researching and looking for properties online, the project fell through 2 weeks before we were due to fly out of Australia due to my business partners family concerns over the project. Capping off my first year without an income, I was back to square one, and after making the realization that I didn’t want my fate to lie in the hands of others anymore, or for someone to tell me how much I was worth for a given 12month period, I decided to set up an online store.

Why natural health products? After noticing the success of a number of online business in the health/fitness/cosmetics market, as well as an increasing trend in the health and fitness industry (not to mention the increasing issue of obesity in Australia/America alone), I decided I could develop my own natural health products (using my mum as a consultant), and use social media as a cheap, quick and effectively means to promote my products. Currently we sell one product, Raw Core Love, and are soon to launch our next which is called Brazilian Body Tea.

How did you earn your first sales? Which channels are now generating the most traffic and sales for you?

My first sale, although taking a few days to land after launching, was just a waiting game really. Once I had launched and began promoting my product through Instagram we just waited for the sales to come through. Instagram is predominantly the main vehicle we use for advertising, although we have touched a little on Facebook advertising, something we will look into further as well as other social media channels. Other avenues of sales are generated from large bloggers who post Instagram content and website blog articles as well as associated retail businesses promoting through their website.

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Tell us about the back-end of your business. What tools and apps do you use to run your store? How do you handle shipping and fulfillment?

At the moment we’re using the Quantity Breaks App, Coupon Pop, Exit Pop, Facebook Store, and looking at introducing Shop Translator due to a customer request for Spanish content.

Shipping and fulfilment is completed every day, cut off at around 2:30pm to begin preparing orders. Orders addresses are printed and fulfilled according to the cheapest method of postage. I designed my product around the cheapest logistics methond and can ship locally for a reasonable price (we offer free delivery AUS wide). International shipping is still expensive.

What are your top recommendations for new ecommerce entrepreneurs?

- Don’t spend too much time finessing, nothing will ever be perfect, just GO, the rest will follow.

- Speak to someone who currently runs an online Shopify store and pick their brains for any questions related to online sales

- Scan through the Shopify app store for apps that can assist your business from day 1, something I could have done earlier.

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