Happy Way boosts women’s health to win Telstra Award
After recognising a gap in the health and fitness market, two entrepreneurs launched a product that soon went global. The product is now sold to 64 countries and their business won the 2018 Telstra South Australian Business of the Year award.
AN Adelaide duo recognised a gap in the health and fitness market and launched a women’s protein powder using savvy marketing nous that soon went global.
Founded by Hien Nguyen and Ben Germein in 2015, Happy Way is going from strength to strength and is now being sold in 64 countries.
They speak to the The Advertiser after their business was this month named the 2018 Telstra South Australian Business of the Year.
■ How did the idea for
Happy Way evolve?
Ben: The business vision was inspired by Hien’s experience working as a personal trainer for women aged over 15.
Many of his clients would ask for suggestions of protein powder, but most formulas were designed for male bodies and not suitable for his female clients.
The lifestyle supplements industry is a multibillion-dollar industry globally and, at the time, almost all of the protein powders were targeted to men.
We seized the opportunity to launch a line of all-natural, organic protein powders, specifically designed and marketed to women’s bodies.
We asked for feedback and did many surveys to find out exactly what they needed in a protein powder supplement.
After months of researching, gathering data and testing in sample groups, we had a break through and created Happy Way protein powder.
■ What makes the product different to others that are on the market?
Hien: The Happy Way vision is to equip women with the lifestyle products they need to transform their health and their lives.
Happy Way is a non-intimidating brand for women and provides protein powder and other supplements for the female market. The protein powders can be used in healthy recipes which are also provided through social media and our recipe books.
The health and fitness community has high regard for our products as they are made from the highest quality of ancient and organic superfood supplements, organic and free from any preservatives, artificial sweeteners and flavours.
These nutritional products are bursting at the seams with natural antioxidants, minerals, phytonutrients and vitamins.
They are suitable for women of all ages and are safe for pregnant women and breastfeeding mums. We encourage our customers to also get creative with our products.
Instead of just putting protein powder in a shaker with water, we educate them on how to use them in healthy recipes, such as smoothies, pancakes and brownies.
As a large majority of our customers are young mums we encourage them to involve their children in this.
■ So how has the business grown?
Ben: We’ve sold our products to women in 64 countries and over 10 per cent of our revenue is coming from countries outside of Australia.
Happy Way now employs three full-time staff to help with packing and managing orders, and has expanded the products to include fat burners, organic teas as well as a range of merchandise.
■ What’s next for Happy Way?
Hien: Our vision for the future is for us to be a global brand. We would like to expand Happy Way further into the international markets, including the US and UK.
We would also like to introduce more products to our customers and expand on the manufacturing front.
■ What opportunities does SA present for entrepreneurs like yourselves? Any tips?
Ben: Although it’s limited we have been able to associate with some other successful e-commerce businesses based in SA and share ideas.
It would be great to see more SA people start e-commerce businesses.
■ What’s been the biggest highlight so far?
Hien: Most of our sales are from the online mediums. It saves on costs because you don’t need to pay for a physical shopfront and it keeps the business open 24/7.
Selling online also means we can reach a wider audience. This has been beneficial in establishing an international brand. This would be much more difficult to achieve offline and with many more costs involved.
■ What does it mean to be recognised as part of the
Telstra Business Awards?
Ben: We are now so focused on growing our business that very rarely do we stop and take the time to look back and reflect on what we have created so far.
Winning this award has certainly made us do this and not only has it provided great joy, it reassures us that we are on the right track.