About
Michael Quinn
Founder of Nutra Insiders and author of The Foundry
I've worked in CPG marketing since 2014, most of it inside startups. In a small company you're rarely given one title; you're the person people go to when something needs doing. For me that has meant designing the label, building the store, auditing the claims, connecting the tracking and getting quotes from manufacturers, often in the same week.
I've consulted for many supplement startups and still do, along with established brands that need one part of the business fixed.
- Experience
- 12+ years
- in CPG marketing, since 2014
- Largest brand
- $10M+ a year
- in sales at the largest supplement brand I've worked with
- Store setup
- 6 core apps
- on a standard Shopify theme ran that brand's store
Work I've Done
The course draws on each of these. Where a job usually belongs to a specialist, The Foundry covers what to ask for and how to check the result.
Graphic Design
Labels, logos, banners, pamphlets, mailers and trade show collateral.
3D Design
Bottles, jars, bags and lip balm tubes, plus product renders and staged scenes.
Web Design
Standalone landing pages and Shopify stores.
Web Development
Built and managed standalone pages and custom Shopify pages.
Shopify Management
Orders, reorders, returns, subscriptions, upsells and email flows.
Compliance
Label reviews, whole-site audits, and the claims in site copy, labels and emails.
Technical Setup
Google Ads, Tag Manager, Search Console, Bing, analytics and networking.
Product Development
Product names, designs and formulations, and products to sell alongside the supplements.
Packaging & Shipping
Choosing packaging and getting orders out the door.
Agency Management
Working with outside ad, creative and email agencies.
Manufacturing
Gathering quotes, working with manufacturers, and building manufacturers' own websites.
Why I Built The Foundry
Across my consulting work I kept seeing the same mistakes and hearing the same questions. Many of the answers aren't written down anywhere easy to find, or they're hard to explain without hiring a contractor or a specialist for each one.
I couldn't find a course to point people to that used real examples, gave them working tools and drew on real experience. Most of what's out there sells getting rich. The Foundry lays out the hard work instead, including the compliance, so you can build a supplement business that lasts and is protected when something goes wrong.
Read the Course Before You Buy
Several lessons are free to read in full, and every other module shows what it covers.