Alex Iwanchuk on Data, Design, and Building Feals

Alex Iwanchuk is Co-Founder of Feals, a modern wellness brand of hemp-based CBD products. In this episode, Alex and Daniel discuss data-driven growth, the importance of branding, and how Alex approaches mental health.
Last updated
October 29, 2021
5
Min Read
Alex previously co-founded Ad Exchange, an affiliate marketing platform, with the same co-founders he later teamed up with to create Feals.
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“Don't knock it until you try it. What I mean by that is—you never know what's really going to work from an acquisition model, so you have to spend to learn, and have the willingness to lose money up front and test, iterate, and optimize to find what's actually working.” – Alex Iwanchuk

Alex Iwanchuk is Co-Founder of Feals, a modern wellness brand of hemp-based CBD products. He previously worked with the same co-founders to create Ad Exchange, an affiliate marketing program that was later sold in a successful acquisition. 

Chapters in this interview:

  • 00:00:06 – Alex’s background and first company, Ad Exchange
  • 00:03:57 – Data-driven growth vs. intuition
  • 00:08:39 – The end of Ad Exchange and the beginning of Feals
  • 00:13:21 – Data-driven methodology for creating Feals and its product
  • 00:16:18 – The efficacy of a CBD tincture
  • 00:19:02 – The Feals direct-to-consumer model
  • 00:20:40 – The importance of branding to the success of Feals
  • 00:26:42 – Acquiring customers and launching a direct-to-consumer brand
  • 00:35:45 – Working with co-founders on multiple companies
  • 00:40:35 – Depression, anxiety, and the path to mental health
  • 00:47:19 – The importance of a morning routine
  • 00:51:15 – Exercise and fitness with Tonal
  • 00:53:08 – Books recommended by Alex
  • 00:54:29 – The definition of success


For more, explore the transcript of this episode.

Links from the Episode

Terminology

Key Takeaway

Through his success with Feals, Alex is well aware of the importance of great branding, and the fact that it takes trial and error to nail that down. From ad copy to the style of the landing page, everything can be optimized for the end user, and it's worth taking the time to see what works best.

You never know what's really going to work from an acquisition model, so you have to spend to learn. You need the willingness to lose money upfront and test, iterate, optimize, to find what's actually working.
Until they're swiping their credit card, there is a place to optimize all the way through.
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