A re-analysis of survey v1, five reframed options that keep strength as the differentiated through-line, a survey v2 built to discriminate, and the decisions to make before lab briefing.
For
Julien · Dan · Rafaela
Date
13 May 2026
Scope
Positioning · COGS · Lab brief inputs
01 — The brief
The reframe before we go in.
Survey v1 produced 93 responses with a clear winning angle on paper: skin and aging is the loudest unmet concern in the 30+ Spanish woman. The first read of the data said "lead with collagen, address skin."
That's the wrong move. Collagen-led skin is the most crowded category in European supplements — Vital Proteins, Sascha, Zuzzi, every pharmacy private-label. Going there means competing on brand and execution alone, with no category moat. The strength angle the team explored earlier had something the data-favourite didn't: a differentiated category position.
So the working principle for this memo: keep strength as the through-line, but reframe it five different ways so the survey v2 can tell us which frame actually opens the broader Spanish 28–45 market — not just Rafa's Brazilian network in Madrid.
02 — What survey v1 actually says
Two markets, one sample.
The 93 respondents we read as "Spanish 28–45 wellness women" are not that. They split into two distinct cohorts whose answers diverge across almost every question. Aggregate readings hide this. Once you de-confound them, the strategic picture changes.
93
Total responses survey v1
46%
Brazilian nationality
76%
Madrid-based respondents
n=12
Spanish core 25–44
The Spanish core target sub-sample is twelve people. Twelve. Anything we conclude about "the Spanish market" from this dataset is directional at best. The aggregate data is essentially a Brazilian-Madrid-expat-wellness signal dressed up as a Spain launch signal.
BRAZILIAN CORE 25–44 · n=22
premium, converted, fitness-aware.
This is Rafa's network. Already supplement-fluent, already spending premium, already on creatine. The perfect first cohort — but not Spain.
Take vitamin D 68%
Take protein powder 64%
Take omega-3 64%
Take creatine 59%
Spend €40+/month 68%
Spend €60+/month 27%
Self-describe "proactive" 73%
Email signup rate 59%
SPANISH CORE 25–44 · n=12
early-stage, price-sensitive, category-curious.
The actual Spain launch market. Half don't spend on supplements at all. The category needs building, not just selling into. Different product, different price tier.
Take collagen 0%
Take probiotics 0%
Take creatine 17%
Take vitamin D 8%
Currently spend €0/month 50%
"Curious but overwhelmed" mindset 33%
Top concern: stress/anxiety 67%
Email signup rate 17%
"Marketing feminino = productos más caros."
— from survey v1, open feedback, verbatim
03 — What the target actually cares about
The "gut-first" premise does not hold up.
The working hypothesis going into v1 — that gut/digestive health would surface as the dominant concern — is not what the data says. Among the core target (25–44), digestive health is sixth-ranked, behind stress, skin, weight, fatigue, and muscle tone. For Spanish core specifically, it ties for last.
Stress / anxiety
67%
Skin / aging
50%
Sleep quality
42%
PMS / hormonal
33%
Weight
25%
Muscle tone
17%
Digestive
17%
Fatigue
8%
Spanish core 25–44, n=12. Multi-select. Each concern shown as % of respondents who selected it.
Stress is the dominant signal. Skin is loud but crowded. Sleep is hidden top-3. And critically — 59% of the core target ranks "scientific evidence" as their #1 brand priority, while "made specifically for women" gets 0% of #1 rankings. The brand wins on science and dose transparency, not on pink branding.
If we go to skin, we go where everyone is going. Strength is where nobody is yet.
— The principle
04 — Five reframes of strength
Same brand DNA. Five doorways in.
All five options share the same architecture — single hero SKU, daily ritual format, women 28–45, strength as the substrate, clinical doses, transparent ingredients, anti-pinkwash brand voice. What changes is the cultural anchor through which we enter the market.
The survey v2 below tests which of these anchors actually opens the broader Spanish woman 28–45 — and at what price point.
01
Strength is the new beauty.
"La fuerza es la nueva belleza."
Longevity-led · Stacy Sims / Peter Attia framing
At 30, your body starts changing faster than you think. You lose muscle, bone, energy — and nobody tells you. CORA is the daily ritual that helps you build what your body will need in 10, 20, 30 years. The brand position: strength isn't fitness — it's how you age well.
Tub · 450g · 30 servings · €59
Single sachet · 15g · for box-of-30
The five claims
01
Creatina 3g (Creapure®) — el suplemento más estudiado del mundo. Las mujeres almacenan un 70% menos que los hombres y se benefician más.
02
Colágeno hidrolizado 8g (Naticol) — para piel, pelo, articulaciones y tejido conjuntivo. Dosis clínica completa.
03
Vitamina D3 + K2-MK7 — la dupla esencial para huesos. K2 dirige el calcio al sitio correcto.
04
Complejo B activo — P5P, metilfolato, metilcobalamina. Energía celular real, no la versión sintética barata.
05
Electrolitos limpios + magnesio bisglicinato — hidratación que sí se absorbe, sin azúcar añadido.
COGS per 30-serving unit · estimated · verify with CMO quotes
Pilot · 5,000 units
€23–27
Ingredients €18.60 · Pkg €3.60 · Filling €1.50
Scale · 10,000 units
€15–19
Ingredients €13 · Pkg €2.80 · Filling €1
Volume · 50,000+ units
€11–14
Ingredients €9.50 · Pkg €2 · Filling €0.60
Suggested RRP
€59 / month
Gross margin · 10k volume
68–75%
Gross margin · 50k volume
76–81%
Pros
Strongest cultural moment. The muscle-as-medicine narrative (Stacy Sims, Gabrielle Lyon, Peter Attia) is exploding internationally and untapped in Spain.
Hits the universal 30+ "I should be doing more" anxiety more broadly than fitness-led framing.
Solid margin. Creapure premium justified by claim.
Easy step-2 expansion. Strength+ SKU adds HMB, β-alanine for gym-aware sub-segment. Then Beauty+ adds hyaluronic, biotin.
Cons
Requires education. The muscle-loss-after-30 narrative is barely in Spanish media. Stacy Sims isn't translated. We're a category-builder, not a category-rider.
Preventive, not curative. Harder emotional pull than a present pain point (stress, skin).
Creatine still pings "bro/gym" for ~15% of survey respondents. Brand must defuse this with first impression alone.
What to check before lab brief
→Survey v2 Q13–14: do Spanish women 28–45 agree with the muscle-loss-after-30 framing? If <50% agree, the premise doesn't carry the market.
→Identify one Spanish KOL — médica deportiva, nutricionista deportiva, endocrinóloga — to validate the longevity narrative. Without a Spanish voice, this stays a US-imported story.
→EFSA claims pathway: what is the cleanest legal phrasing for "creatine helps women age well" without crossing into medical claim territory?
→Trademark search on "La fuerza es la nueva belleza" and "Strength is the new beauty" in EU class 5 + 30.
Problems we solve
Mi cuerpo está cambiando y nadie me explica qué hacer al respecto.
Tengo miedo de envejecer mal pero las cremas y los rituales de belleza no me convencen.
Empiezo a tomar colágeno, vitamina D, omega-3 — y los dejo sin notar nada.
Quiero verme bien a los 50 pero nadie me explica cómo construirlo desde los 30.
Hago pilates o yoga y aún así me siento más débil que a los 25.
Meta ad hooks · 6 angles
A los 30 empiezas a perder un 1% de músculo al año. Nadie te lo cuenta.
El colágeno solo no es suficiente. Lo que tu piel necesita debajo es músculo.
Las mujeres almacenan un 70% menos creatina que los hombres. Y nos beneficiamos más.
Lo que tu cuerpo va a necesitar a los 60, lo construyes ahora.
Si solo pudieras tomar un suplemento después de los 30, sería este.
La fuerza es la nueva belleza. Y nadie te lo había dicho.
02
Recovery is the new training.
"La fuerza se construye descansando."
Strength × nervous system · the "calm strong" play
Training, working, caring for others — you already do enough. You don't need more effort, you need better recovery. CORA combines what your body needs to repair, sleep, restart — no sedatives, no wellness fluff. This is the stress-meets-strength sweet spot that addresses the #1 concern in the data (48% target / 67% Spanish core) without abandoning the differentiated category.
Tub · 360g · 30 servings · €65
Single sachet · 12g · evening or post-workout
The five claims
01
Glicina 3g + magnesio bisglicinato 200mg — apoyo nocturno para sueño profundo y reparación muscular.
02
L-teanina 200mg (Suntheanine) — relax sin sedación. Compatible con tu vida activa.
03
Colágeno hidrolizado 5g + creatina 2g — para que músculo y tejido se reparen mientras descansas.
04
Rhodiola rosea (NO ashwagandha) — adaptógeno que te equilibra sin dejarte K.O. durante el día.
05
Sin melatonina, sin sedantes, sin hierbas pesadas — apto para uso diario sostenido sin tolerancia.
Full Formula
12g daily serving · evening or post-workout
Ingredient
Dose
Role
Glycine
3,000 mg
Sleep, skin, collagen precursor — triple benefit.
Magnesium bisglycinate
200 mg
Sleep, muscle relaxation, gentle absorption.
Hydrolysed collagen
5,000 mg
Connective tissue repair overnight.
Creatine monohydrate
2,000 mg
Muscle repair + cognitive. Below-bloat threshold at chronic intake.
L-Theanine (Suntheanine)
200 mg
Alpha-wave, calm focus, no sedation.
Rhodiola rosea (3% rosavins)
200 mg
Adaptogen — energy without drowsiness.
Vitamin B6 (P5P)
5 mg
Neurotransmitter precursor.
Electrolytes
300 mg
Hydration.
Unit economics
COGS per 30-serving unit · estimated · verify with CMO quotes
Pilot · 5,000 units
€24–28
Suntheanine + rhodiola premium add ~€2 vs base formula.
Scale · 10,000 units
€16–20
Ingredients €14 · Pkg €2.50 · Filling €1
Volume · 50,000+ units
€12–15
Ingredients €10.50 · Pkg €1.80 · Filling €0.60
Suggested RRP
€65 / month
Gross margin · 10k volume
69–75%
Gross margin · 50k volume
77–82%
Pros
Addresses the actual #1 concern in the survey — stress at 48% target / 67% Spanish core. The other four options dance around it.
"Strong + Calm" is unowned in European supplements. Crosses gym + wellness vertical.
Spans morning + evening use. High consumption frequency = higher subscription retention.
Solves Julien's creatine-bloating worry. 2g chronic dose stays below threshold for most users. The recovery framing means consumers don't expect immediate muscle effects.
Cons
Higher COGS — Suntheanine and rhodiola are expensive raw inputs.
"Recovery" can sound niche-fitness to non-athletes. Brand has to translate it to "rest, repair, restart."
Risk of reading as "just another magnesium sleep stack." Must lead claim with the strength × calm combo, not with sleep.
What to check before lab brief
→Concept-test in survey v2: does "Strong + Calm" make sense to non-athletes, or does it confuse them as a positioning?
→Is L-theanine + rhodiola enough to be called "adaptogenic" in Spain without entering EU novel-food grey zones?
→Cost-engineering check: can we hit 70%+ margin at €65 RRP with 8 active ingredients?
→Decide before launch: is this a morning or evening product? Data slightly favours evening (sleep/stress), but morning has better ritual stickiness. We probably can't be both convincingly.
Problems we solve
Estoy agotada todo el tiempo aunque duerma mis horas.
Hago demasiado: trabajo, entrenar, casa, cuidar a otros. No consigo desconectar.
Mi entrenamiento ya no se traduce en cambios — solo me deja molida.
Probé adaptógenos y me dejaron grogui durante el día.
El estrés me está pasando factura física: sueño peor, piel peor, todo peor.
Meta ad hooks · 6 angles
Si haces demasiado, no necesitas más esfuerzo. Necesitas mejor recuperación.
Tu cuerpo se construye mientras descansas. No en el gimnasio.
Sin melatonina, sin sedantes, sin ashwagandha. Solo lo que tu sistema nervioso pide.
El cansancio no se quita con un café. Se repara con magnesio y glicina.
La recuperación es el nuevo entrenamiento.
Para las mujeres que ya hacen suficiente.
03
Built for the body you have at 30+.
"Hecho para el cuerpo que tienes a los 30."
Post-30 metabolism shift · the largest TAM
Your metabolism changes. Your sleep changes. Your iron and B absorption changes. But generic supplements are still the same ones you took at 22. CORA is designed specifically for the physiology of a woman from 30+ — clinical doses, active forms, and nothing else. This option has the largest TAM of the five: every woman 30+ is the target.
Tub · 450g · 30 servings · €65
Single sachet · 15g · age-specific positioning
The five claims
01
Creatina 3g + colágeno 5g + electrolitos — la base muscular, articular e hidratación que tu cuerpo empieza a perder.
02
Complejo B activo + hierro bisglicinato — para mujeres que pierden hierro cada mes y absorben menos B12 con la edad.
03
Mio-inositol + cromo — apoyo metabólico real para los cambios de sensibilidad a la insulina.
04
D3 + K2 + magnesio — el trío esencial para huesos, hormonas y descanso.
05
Sin azúcar, sin blends propietarios, sin marketing en el envase. Solo lo que tu cuerpo necesita ahora.
Full Formula
15g daily serving · most complete of the five
Ingredient
Dose
Role
Creatine monohydrate
3,000 mg
Muscle, cognitive, cellular energy.
Hydrolysed collagen
5,000 mg
Skin, joints, gut lining.
Iron bisglycinate
14 mg
EFSA-claim dose. Gentle form for daily use.
B-complex (active)
EFSA
All 8 B-vitamins, methylated forms.
Myo-inositol
1,000 mg
Insulin sensitivity, hormonal balance.
Chromium picolinate
100 μg
Glucose regulation (EFSA claim).
Vitamin D3 (vegan)
1,000 IU
Bone, immune (EFSA claim).
Vitamin K2-MK7
75 μg
Bone direction.
Magnesium bisglycinate
150 mg
Sleep, nervous system.
Electrolytes
400 mg
Hydration.
Unit economics
COGS per 30-serving unit · highest ingredient load of the five
Pilot · 5,000 units
€26–32
10 actives including iron, inositol, K2 — most loaded formula.
Scale · 10,000 units
€18–23
Ingredients €16 · Pkg €2.80 · Filling €1
Volume · 50,000+ units
€13–16
Ingredients €11.50 · Pkg €2 · Filling €0.60
Suggested RRP
€65 / month
Gross margin · 10k volume
65–72%
Gross margin · 50k volume
75–80%
Pros
Largest TAM of any option. Every woman 30+ is target.
Hits the biological truth nobody tells women — iron, B12, insulin sensitivity all shift post-30.
Universally relevant. No woman opts out of "my body is changing."
Cleanest subscription model — daily and forever, by definition.
Cons
Risks reading as "fancy multivitamin" if not branded sharply.
Less ritual personality than strength or recovery angles.
Hardest differentiation from "women's multivitamin" incumbents (Centrum, Solgar) — must lead hard on clinical dose + active forms + no fluff.
Highest COGS of the five. Margin tightest at launch volume.
What to check before lab brief
→Concept-test: does "Hecho para el cuerpo que tienes a los 30" emotionally land? Or read like a face-cream ad?
→Iron absorption check: iron bisglycinate next to calcium/magnesium → does iron drop materially? Likely needs separation or to be moved to a "PM" SKU.
→COGS pressure check — can we hit 65%+ margin at €65 RRP at 10k volume, or must we wait for 50k to be viable?
→EFSA claim language: "específicamente diseñado para mujeres a partir de los 30" — acceptable phrasing? Or do we need softer language?
Problems we solve
Mi cuerpo no responde como antes y no sé exactamente qué ha cambiado.
Como igual que siempre pero peso diferente. Mi metabolismo no es el mismo.
Estoy cansada aunque duerma ocho horas, mis analíticas son "normales" y nadie me da una respuesta.
Los suplementos que toma mi madre o mi pareja no son para mí.
Tomo un multivitamínico genérico y siento que no está hecho para mi cuerpo.
Meta ad hooks · 6 angles
Tu metabolismo cambió a los 30. Tu suplemento también debería.
Hierro + B12 + creatina: lo que las mujeres pierden cada mes después de los 30.
Los multivitamínicos genéricos están diseñados para hombres de 22 años. Tú no.
Si te sientes "normal" pero no bien — esto es lo que falta.
Lo que tu médica no te receta pero tu cuerpo necesita.
Hecho para el cuerpo que tienes a los 30. No el que tenías a los 22.
04
Your coffee, complete.
"Tu café, completo."
Morning fuel · anchor to existing habit
Coffee wakes you up but leaves you empty. CORA turns your coffee into a complete breakfast — protein, creatine, electrolytes, vitamins. One scoop in your coffee or smoothie. Neutral taste, foams like a cappuccino, fuels like a meal. Anchored to the ritual 85% of Spanish women already have.
Tub · 360g · 30 servings · €55
Single sachet · 12g · pour-in-coffee
The five claims
01
Colágeno 8g + creatina 3g + aminoácidos esenciales = una proteína completa que tu cuerpo absorbe.
02
L-teanina 100mg — reduce el "crash" de la cafeína sin reducir el efecto.
03
Vitaminas B activas + electrolitos — la energía sostenida que el café solo no te da.
04
Sabor neutro — se mezcla en café, smoothie, avena, yogur sin cambiar el sabor.
05
Una cucharada al día. Reemplaza 4 suplementos. Te cabe en el bolso.
Full Formula
12g daily scoop · designed for coffee solubility
Ingredient
Dose
Role
Hydrolysed collagen (neutral)
8,000 mg
Soluble in hot/cold liquid, no taste interference.
Creatine monohydrate (micronised)
3,000 mg
Stays suspended in coffee.
Essential amino acid blend
2,000 mg
Tryptophan, valine, leucine, lysine — makes collagen "complete."
L-Theanine
100 mg
Smooth out caffeine, no sedation.
B-complex (active)
EFSA
Active forms only.
Electrolytes
400 mg
Hydration support.
Vitamin D3 + K2
EFSA
Bone, immune.
Food-grade lecithin
small
Solves foam-in-coffee texture issue.
Unit economics
COGS per 30-serving unit · flavour-tech R&D is amortised separately
Pilot · 5,000 units
€22–27
Lighter 12g format. Coffee-neutral matrix dev cost is upfront, not unit.
Scale · 10,000 units
€15–19
Ingredients €13 · Pkg €2.50 · Filling €0.80
Volume · 50,000+ units
€11–14
Ingredients €9.50 · Pkg €1.80 · Filling €0.50
Suggested RRP
€55 / month
Gross margin · 10k volume
65–73%
Gross margin · 50k volume
75–80%
Pros
Strongest behavioural anchor of the five. ~85% of Spanish adults drink coffee daily. The product piggy-backs on a habit that doesn't need to be built.
"Vital Proteins for coffee but with creatine + EAAs" — has no European competitor.
Strongest demoable product. Tear open sachet, pour into coffee, drink, done. Made for UGC, made for studio sampling.
Daily-use rate is automatic. If they have coffee, they have CORA.
Cons
Hardest format challenge. Must be neutral in coffee. Creatine has chalky aftertaste at 3g+; collagen sometimes flocculates in hot liquid.
Heaviest lab work — multiple iterations for taste/texture.
Risks competing against the "coffee is bad for you" health crowd if not careful with messaging.
Lower RRP — harder to justify €65+ pricing when consumers compare to plain collagen powder.
What to check before lab brief
→Survey v2 Q6–7: confirm coffee-habit thesis. Need ≥80% of Spanish 28–45 to drink ≥1 coffee/day for this to be the largest-TAM option.
→Lab samples · top priority. Get 3 prototype matrices and test in espresso, café cortado, café con leche, oat-milk latte. Score: lump-free, neutral taste, no flocculation, foam stability.
→Trademark check: "Café Completo," "Coffee Complete," "Coffee Fuel" in EU class 5 + 30 + 32.
→Cost check on neutral-flavour matrix — flavour technology is the most expensive ingredient in many functional powders.
Problems we solve
Tomo café pero me deja sin energía dos horas después y tengo que tomar otro.
No tengo tiempo para desayunar y salgo de casa con solo cafeína.
Tengo cuatro suplementos en la cocina y no soy consistente con ninguno.
Mi mañana es café y prisa. No me cabe un ritual de bienestar en la agenda.
Necesito proteína pero los batidos saben fatal o son comida pre-entreno.
Meta ad hooks · 6 angles
Tu café tiene cafeína. No tiene comida.
Una cucharada. Tu café se convierte en desayuno.
Colágeno + creatina + proteína. En tu café. Sin cambiar el sabor.
Si solo tienes 30 segundos en la mañana — tienes tiempo para esto.
Vital Proteins se quedó corto. Esto es lo que faltaba.
Sustituye cuatro suplementos por una cucharada en tu café.
05
Built with pilates. For the body that builds itself.
"Construido con pilates. Para el cuerpo que se construye a sí mismo."
Channel-led · pilates body, pilates community
Pilates isn't exercise — it's how you build a strong, lengthened, aligned body. CORA is the first daily nutrition designed with pilates instructors, for the body pilates builds: protein, creatine, magnesium, collagen — in the doses you need to train, recover, and come back tomorrow. Distribution moat through Madrid + Barcelona reformer studios.
Tub · 390g · 30 servings · €59
Single sachet · 13g · pre or post class
The five claims
01
Creatina 3g + colágeno 8g — fuerza y tejido conectivo, la base de un cuerpo pilates.
Electrolitos + B12 metilcobalamina — resistencia en clases de 50 minutos.
04
Desarrollado con [studio 1], [studio 2] y [nutricionista X] — credibilidad y co-creación.
05
Disponible en tu estudio o en suscripción. Tu instructora la conoce, la recomienda, la toma.
Full Formula
13g daily serving · pre or post class
Ingredient
Dose
Role
Hydrolysed collagen
8,000 mg
Connective tissue, ligament — the pilates injury point.
Creatine monohydrate
3,000 mg
Strength for resistance work.
Magnesium bisglycinate
200 mg
Recovery, sleep, muscle.
Glycine
1,000 mg
Recovery + collagen synergy.
L-Theanine
100 mg
Focus during class — pilates is as mental as physical.
Vitamin B12 methylcobalamin
100 μg
Energy + neuro.
Electrolytes
400 mg
Hydration through class.
Natural flavour (neutral or cacao)
small
Pre- or post-class drink.
Unit economics
COGS per 30-serving unit · studio wholesale split applies
Pilot · 5,000 units
€20–25
Standard formulation. Co-branded sachet adds nominal cost.
Scale · 10,000 units
€14–18
Ingredients €12 · Pkg €2.50 · Filling €0.80
Volume · 50,000+ units
€10–13
Ingredients €8.50 · Pkg €1.80 · Filling €0.50
Suggested RRP · DTC
€59 / month
Studio wholesale
€36 (25-35% studio margin)
DTC margin · 10k volume
69–76%
Pros
Strongest distribution moat. Sign 8–10 Madrid reformer studios as launch partners (Heimat, SLS, Frame, BodyOnMonday, etc.) — competitors literally cannot reach this customer easily.
Most premium-tolerant demographic in Spain. Reformer pilates regulars already pay €140+/month for classes. €59 supplement is small marginal spend.
Built-in influencer marketing. Instructors become brand reps. No paid acquisition cost on that channel.
Defensible niche entry that can expand. The Lululemon playbook — pilates first, "active women" second.
Cons
Channel-dependent. If 3–5 anchor studios don't sign, the premise collapses.
TAM in raw numbers smaller. Reformer pilates in Spain is a Madrid + Barcelona premium thing. Maybe 30–50k regulars.
Risk of being seen as cliquey — could prevent broader expansion later.
Margin split with studio at 25–35% reduces effective margin even if RRP holds.
What to check before lab brief
→Stream 2 of validation plan — Rafa's first job on landing in Madrid: 5 studio owner coffee meetings. Without 2–3 yeses, this option dies.
→Survey v2 Q8: what % of Spanish 28–45 do pilates? Need ≥25% in core target for this to be a viable mainstream play (vs. niche).
→Studio deal structure — confirm 25–35% retail margin + free product for staff is industry-standard before designing the offer.
→Brand collision risk — a pilates-led brand may struggle to extend to non-pilates audiences later (the anti-Lululemon failure mode). Plan extension strategy upfront.
Problems we solve
Mis sesiones de pilates me dejan rota al día siguiente y no sé por qué.
Quiero el cuerpo que pilates construye pero no sé cómo alimentarlo correctamente.
Compré creatina del gimnasio pero no sé si me sirve para pilates o si me va a inflar.
Mis articulaciones y tendones me preocupan más con cada mes que paso entrenando.
Mi instructora no es nutricionista y nadie en el estudio me da consejos claros.
Meta ad hooks · 6 angles
Construido con instructoras de pilates. Para el cuerpo que pilates construye.
Si haces reformer dos veces a la semana, necesitas esto.
Colágeno + creatina + magnesio. La fórmula del cuerpo pilates.
Tu cuerpo pilates necesita alineación, fuerza y recuperación. No proteína de gimnasio.
El primer suplemento diseñado para el cuerpo que pilates construye.
Disponible en tu estudio. Tu instructora la recomienda y la toma.
Part Two · Bolder Moves
Five plays that break the rules the first five share.
The first five options were variations on a theme — single hero SKU, daily ritual, ingredient-driven positioning, strength as the substrate. Useful range. But all five share constraints.
These next five each break at least one constraint. One launches with a multi-SKU system (Option 6). One claims a cultural inheritance no Anglo brand can copy (Option 7). One names the molecule everyone else dances around (Option 8). One reclaims gut as a master system instead of a digestive niche (Option 9). One inverts the entire DTC subscription business model (Option 10).
Each is riskier than the first five. Each is also potentially bigger. Each integrates balance and where it makes sense gut — both as you asked.
06
AM/PM System Multi-SKU rhythm
07
Mediterranean Cultural moat
08
Cortisol Daily Name the molecule
09
Gut–Mind Axis play
10
90-Day Reset Inverted model
06
Mañana y noche. Tu equilibrio diario.
"La AM se entrena. La PM se construye."
AM/PM system · solves the adherence question by owning both ritual slots
Launch a system, not a product. AM sachet energises and builds; PM sachet recovers and repairs. Customers buy the rhythm, not the SKU. Even if they skip PM on Tuesdays, AM is on Wednesday — two anchors, double the catch. Solves the morning-vs-evening adherence trade you've been wrestling with by owning both slots. Pricing changes too: €89/month for the pair instead of €59 for one is a different unit economics game.
A.M.
A.M. sachet box · build + energise
P.M.
P.M. sachet box · recover + repair
The five claims
01
Dos rituales. Una sola decisión. Mañana y noche. No tienes que pensar qué tomar, cuándo, ni con qué combinar.
02
A.M.: creatina 3g, L-teanina, B-complejo activo, colágeno 5g. Energía sostenida sin pico de cafeína, construcción muscular y cognitiva.
2× ingredient cost partly offset by smaller individual sachets.
Scale · 10,000 pairs
€22–27
Combined sachet manufacturing efficient at scale.
Volume · 50,000+ pairs
€16–20
Ingredient blocks at full wholesale.
Suggested RRP · pair
€89 / month
Gross margin · 10k volume
70–75%
Gross margin · 50k volume
78–82%
Pros
Solves the adherence problem structurally. Two slots, two cues, two anchors. Even imperfect compliance keeps the brand in their day.
Higher AOV. €89/month per customer vs €59. Same CAC, 50% more revenue.
Owns both ritual moments. No competitor can fit between you and the customer at any time of day.
Easier brand extension. Add an "active" SKU, a "cycle support" SKU, a "perimenopause" SKU — the system framework supports them all.
Includes gut + balance + strength. Glutamine + magnesium + creatine — all three on the same architecture without compromising any one.
Cons
Doubles every operational complexity. Two formulas to lab, two SKUs to inventory, two stories to market.
Higher launch capital. Roughly 1.7× the launch cost of a single SKU. Risky if the AM/PM story doesn't resonate in survey v2.
Pricing risk. €89 may be above the Van Westendorp comfort zone for non-converted Spanish customers — needs to be tested explicitly.
Education burden. "Why do I need two?" is a friction point in every ad and every consultation.
What to check before lab brief
→Survey v2: test the €89 price point explicitly against Van Westendorp. Is OPP ≥€65 for the pair?
→Concept-test framing: does "two sachets, mañana y noche" sound like more value or more work? The answer determines whether this is a hero option or a side bet.
→Can we launch with subscribers locked into the pair, or does the customer expect to be able to buy AM-only? The unbundling option destroys the model.
→Manufacturing: do we run two sachet jobs or one job with two SKU codes? Affects setup cost meaningfully at pilot volume.
Problems we solve
Tomo suplementos por la mañana pero por la noche se me olvidan siempre.
No sé qué tomar por la mañana vs por la noche, así que termino tomándolo todo a la vez.
Tengo demasiados botes en la cocina y no sé qué combina con qué.
Quiero un sistema completo, no más decisiones nutricionales que tomar.
Tomé un solo suplemento durante tres meses y no noté nada — necesito un protocolo completo.
Meta ad hooks · 6 angles
Mañana y noche. Ningún día perdido.
Dos sobres. Una rutina. Cero decisiones.
El cuerpo trabaja en dos turnos. Tu suplemento también debería.
Si solo tomas algo en la mañana, te falta la mitad de la ecuación.
A.M. para construir. P.M. para reparar. Repetir.
El sistema completo. Por el precio de uno y medio.
07
El Mediterráneo, concentrado.
"La fórmula de las mujeres que más viven."
Mediterranean longevity protocol · the cultural moat play
The women who live longest on earth are in Sardinia, Ikaria, southern Spain. CORA is the daily concentrate of what their grandmothers did right — pomegranate, olive polyphenols, omega-3, saffron, mediterranean botanicals — plus what modern science adds. The brand claims a cultural inheritance no Anglo competitor can copy. Defensible by geography. Exportable to Italy, Portugal, southern France, Greece, Israel later.
Tub · 450g · 30 servings · €69
Single sachet · 14g · Spain-sourced
The five claims
01
Extracto de granada española (40% punicalaginas) — precursor de urolitina A, asociada con longevidad mitocondrial. Cultivada en Murcia.
02
Polifenoles de hoja de oliva 200mg — antiinflamatorios sistémicos, alimentan Akkermansia en el microbioma.
03
Azafrán Affron® 28mg + magnesio — estudios clínicos en humor y equilibrio nervioso. De La Mancha.
04
Omega-3 algal + creatina 2g + B-complex activo — la ciencia moderna que tu abuela no tenía.
05
Origen: 6 ingredientes vienen de España. No marketing — denominación.
Full Formula
14g daily serving · Spain-sourced where possible
Ingredient
Dose
Role
Spanish pomegranate extract (40% punicalagins)
500 mg
Urolithin A precursor — mitochondrial longevity story.
Olive leaf polyphenols (Hidrox® or similar)
200 mg
Anti-inflammatory, microbiome-feeding.
Saffron extract (Affron®)
28 mg
Clinical-grade mood + nervous system support.
Algal omega-3 (DHA + EPA)
500 mg
Vegan, sustainable, no fishy aftertaste.
Creatine monohydrate
2,000 mg
The modern science addition. Strength substrate.
Magnesium bisglycinate
200 mg
Sleep, nervous system, hormone support.
B-complex active forms
EFSA
Methylated, bioavailable.
Zinc bisglycinate
10 mg
Skin + immune + hormone.
Vitamin D3 + K2-MK7
EFSA
Bone + immune.
Unit economics
COGS per 30-serving unit · Affron + Hidrox are premium inputs
Pomegranate punicalagins degrade in humid storage. 24-month shelf-life testing is non-negotiable.
Highest-cost botanical stack. Affron alone is €0.40-0.60 per serving — pressure on margins at pilot.
"Mediterranean" reads vague unless backed by sourcing. Story-only execution gets called marketing.
Strength is now a quiet substrate, not the lead claim. If "strength is the new beauty" matters to brand identity, this dilutes it.
What to check before lab brief
→Sourcing diligence: confirm Murcian pomegranate growers willing to do a sourcing agreement. Without provable Spanish provenance, the story collapses.
→Affron® licensing terms in Spain — cost per unit + branded ingredient call-out rights.
→Stability testing on pomegranate punicalagins at 12 and 24 months in sachet format — degradation risk is real.
→EFSA claim language for "longevity" / "envejecimiento saludable" — what is and isn't legal to say in Spain about the longevity hook.
Problems we solve
Las marcas wellness son todas americanas y no se conectan con mi realidad cultural.
Mi abuela vivió hasta los 92 sin suplementos. ¿Qué tenía ella que yo no tengo?
Quiero algo natural pero con respaldo científico de verdad.
No me identifico con las marcas que vienen de Estados Unidos.
Los polifenoles, el aceite de oliva, el azafrán — ¿se pueden tomar concentrados y funcionan?
Meta ad hooks · 6 angles
La dieta más estudiada del mundo. Concentrada en 14 gramos.
Las mujeres que más viven en el mundo viven aquí. Esto es por qué.
Granada española, aceite de oliva, azafrán: tu farmacia natural reformulada.
American wellness importado — o mediterráneo real.
Lo que tu abuela tomaba sin saberlo. Ahora con dosis clínicas.
Del Mediterráneo, para tu rutina diaria. Origen verificado.
08
Cortisol Daily. Nombramos la molécula.
"Tu cortisol no necesita yoga. Necesita nutrientes."
Cortisol-led · the editorial-aggressive recovery option
Every other brand says "wellness" or "stress support" or "balance." We name it: cortisol. The brand owns the molecule. This is the recovery option taken to the bone — bolder version of Option 2. Higher risk, higher reward: if "cortisol" lands as a recognisable, clinical-but-accessible term, we own a category nobody has named in Spanish DTC. 67% of the Spanish core listed stress as their #1 concern. Nobody is naming the cause.
Tub · 360g · 30 servings · €69
Single sachet · 12g · morning or post-stress
The five claims
01
Rhodiola rosea 300mg + Holy basil 200mg — adaptógenos clínicos para cortisol elevado. Sin somnolencia.
02
L-teanina 200mg + magnesio glicinato 200mg — sistema nervioso calmado sin sedación.
03
B-complex con B5 y B6 elevados — cofactores directos en la producción suprarrenal.
04
Vitamina C 250mg + cromo — apoyo metabólico y antioxidante para cortisol crónico.
05
Sin ashwagandha, sin melatonina, sin "stress blends" vagos. Solo los ingredientes con evidencia.
Full Formula
12g daily serving · morning or afternoon
Ingredient
Dose
Role
Rhodiola rosea (3% rosavins, 1% salidroside)
300 mg
Adaptogenic, supports cortisol return to baseline.
Holy basil (Tulsi, 2.5% ursolic acid)
200 mg
Adaptogenic, anti-inflammatory.
L-Theanine (Suntheanine)
200 mg
Alpha-wave, calm focus.
Magnesium glycinate
200 mg
Nervous system support, depleted by chronic stress.
Vitamin B5 (pantothenic acid)
50 mg
Adrenal cofactor.
Vitamin B6 (P5P)
10 mg
Neurotransmitter precursor.
Vitamin C (liposomal)
250 mg
Antioxidant + adrenal support.
Chromium picolinate
100 μg
Glucose regulation under stress.
Creatine monohydrate
1,500 mg
Sustained cognitive energy without cortisol spike.
El primer suplemento español que nombra el problema. Cortisol.
Si estás demasiado activada todo el día, esto es lo que falta.
Adaptógenos que adaptan. Sin dormirte encima.
09
El eje intestino-mente.
"Empieza por el intestino. Todo lo demás sigue."
Gut as master system · ahead of the data, ahead of the wave
Gut is the loudest emerging category in academic press globally — but Spanish DTC hasn't caught up. We reclaim gut from "digestive comfort" (boring, crowded — the pharmacy aisle play) and reposition it as the master regulatory system: mood, cortisol, immunity, sleep, weight, skin. The science is real, the cultural moment is arriving in Spain in 2026–27. This option ignores the v1 data signal and bets the trend curve is steeper than the snapshot.
Tub · 360g · 30 servings · €59
Single sachet · 12g · morning or with meal
The five claims
01
PHGG (fibra prebiótica) 5g — alimenta directamente Akkermansia y Bifidobacterium. No probiótico — comida para tu microbiota.
02
Tributirina 300mg — precursor del butirato, el ácido graso de cadena corta más importante para la mucosa intestinal.
03
L-glutamina 2g — combustible primario de los enterocitos. Repara la barrera intestinal.
04
Polifenoles + omega-3 + magnesio — el eje completo: gut → inflamación → cerebro → estado de ánimo.
05
Sin probióticos vivos que mueren antes de llegar. Sin "blends digestivos" sin dosis. Solo ingredientes con respaldo en humanos.
Owns a category that is exploding. Gut-brain axis is the hottest academic + cultural topic in wellness 2024–2026.
Reframes gut away from "digestive comfort" (crowded, boring) to "master regulatory system" (interesting, unowned).
Includes balance via microbiome homeostasis. Direct interpretation of "balance" in the gut paradigm.
Strength is preserved via creatine + protein-supportive aminos without being the headline.
If the gut wave hits Spain in 2026-27, we're the only brand positioned to ride it.
Cons
The data is against this play. Spanish core 25-44 only 17% ranked digestive as a concern. We'd be either ahead of the wave or early-and-uncompensated.
Reopens the regulatory rabbit hole MetaboShield got out of. Akkermansia and microbiome claims have novel food risk in EU.
PHGG at 5g is a fibre dose with potential GI side effects (gas, bloating) in week one. Onboarding messaging needs to manage expectations.
Hardest brand voice. Gut science can read clinical or it can read crunchy-wellness. Threading the needle is execution-heavy.
What to check before lab brief
→Trend analysis — is gut-brain axis search volume in Spain growing? Pull Google Trends 24-month data on "microbiota," "eje intestino-cerebro," "permeabilidad intestinal."
→Regulatory: confirm tributyrin and PHGG are not novel foods in EU. The Akkermansia mistake cannot repeat.
→Onboarding plan: how do we manage the first-2-weeks gas/bloating that high-dose prebiotic causes? Could be a churn killer if not pre-warned.
→Survey v2: test whether Spanish women 28–45 connect gut to mood/sleep/skin or still think of gut as "stomach problems only."
Problems we solve
Tengo hinchazón pero los probióticos no me hacen nada.
Mi estado de ánimo cambia mucho con lo que como y nadie me lo había explicado.
Sé que el intestino es importante pero no sé cómo cuidarlo más allá de comer fibra.
Mi piel, mi sueño, mi humor — todo está conectado y no sé por dónde empezar.
He probado todo lo digestivo y nada me funciona — necesito algo distinto.
Meta ad hooks · 6 angles
El intestino es tu segundo cerebro. Empieza por ahí.
Cuando tu intestino está bien, tu cabeza está bien.
PHGG + butirato + glutamina: lo que tu microbiota necesita de verdad.
No son probióticos. Es alimentación para tu microbiota.
El eje intestino-mente: la ciencia que cambia todo.
Si has probado todo y nada funciona, empieza por el intestino.
10
90 días. Tu cuerpo, reseteado.
"No es una suscripción. Es un protocolo."
90-day protocol · inverts the subscription model
Every wellness brand fights the "do I need this forever?" objection. This option embraces the opposite. CORA is a 90-day program — three 30-day phases, three different daily formulas — that delivers a measurable transformation. Customers come back for "another reset" 2–3× a year, not for an infinite subscription. AOV €180 vs €60/month. Customer commitment higher (you actively chose 90 days, not auto-renew). Marketing claim is concrete: "in 90 days, you'll feel X, Y, Z." Balance is literally Phase 2. Gut is literally Phase 3. Strength is literally Phase 1.
Phase 1 · Days 1–30
Phase 2 · Days 31–60
Phase 3 · Days 61–90
The five claims
01
Fase 1 (días 1-30) BUILD: creatina + hierro bisglicinato + B12 + proteína peptídica + electrolitos. Energía y masa muscular.
02
Fase 2 (días 31-60) BALANCE: rhodiola + magnesio + glicina + omega-3 + inositol. Sistema nervioso y hormonal en equilibrio.
03
Fase 3 (días 61-90) REPAIR: colágeno + polifenoles + PHGG + glutamina + L-teanina. Piel, intestino y recuperación profunda.
04
Garantía 90 días. Si en 90 días no notas un cambio medible, te devolvemos el dinero. Sin preguntas.
05
No es una suscripción. Es un protocolo con principio y fin. Se repite cada 6-9 meses si quieres.
Highest AOV of any option. €180 vs €60/month CAC math is transformatively better.
Eliminates the "forever supplement" objection. Customer-friendly business model.
Includes balance + gut + strength as named phases. Most complete answer to your "all three in the play" ask.
Concrete claim ("90 días para X"). Marketable, testable, refundable.
Sets up a different relationship with the customer. Coach, not vendor.
Cons
3× the lab work. Three formulations, three sets of EFSA claims, three sets of stability testing.
Higher launch capital required. ~€300–400k vs €100–150k for single-SKU launch.
LTV math is harder. You need 2.5+ reset cycles per customer to match a single-SKU subscription LTV.
Money-back guarantee carries refund risk. Have to forecast +5-12% refund rate into the model.
Most ambitious option in this deck. Highest upside, highest execution risk.
What to check before lab brief
→Capital plan — does the launch budget stretch to 3 formulations? If under €250k available, this option dies and we pick a single-SKU.
→Refund-rate forecast — what's industry standard for money-back-guarantee programs? Probably 5-15%. Build into the unit econ.
→Reorder rate forecast — what % of customers buy a second reset within 12 months? This is the LTV-defining metric.
→EFSA: can we legally make a 90-day transformation claim? Likely needs to be softened to "siente la diferencia" rather than specific biomarker claims.
Problems we solve
Llevo años tomando vitaminas a diario y no he notado un cambio real.
No quiero comprometerme a una suscripción para siempre — me agobia.
Quiero un cambio medible, no un mantenimiento abstracto.
Necesito un programa con principio y fin, no otra cosa más para "tomar todos los días."
Quiero saber si está funcionando, no tomarlo a ciegas durante meses.
Meta ad hooks · 6 angles
90 días. Un cambio real. No otra suscripción.
Construir. Equilibrar. Reparar. En ese orden.
Lo opuesto de un suplemento eterno: un protocolo con final.
Si en 90 días no notas el cambio, te devolvemos el dinero.
3 fases. 90 días. Tu cuerpo, otro.
Cuando todo lo demás ha sido "tomar una cucharada cada día" — esto es diferente.
06 — Side by side
The matrices.
Ten options is too many to evaluate in one grid. Below: two parallel matrices — the original five reframes of strength, then the five bolder moves. Different evaluation lenses because they're playing different games.
Part 1 · The five reframes
N°01Beauty / Longevity
N°02Recovery Daily
N°03The Build · 30+
N°04Morning Fuel · Coffee
N°05Pilates Fuel
Strength category?
✓ Reframed as longevity
✓ Reframed as recovery
⊙ Reframed as metabolism
✓ Reframed as morning fuel
✓ Reframed as channel-led
Crowded space?
✓ Untapped in Spain
✓ Untapped in Spain
⊙ Multivit-adjacent
✓ Untapped in Spain
✓ Channel-protected
Daily ritual fit?
✓ Morning / evening
✓ Evening primary
✓ Morning
✓✓ Anchored in coffee
✓ Pre / post class
TAM (Spanish 28–45)
Large (30+)
Large (stressed + active)
Largest (all 30+)
Largest (coffee drinkers)
Medium (pilates regulars)
Data signal strength
⊙ Medium — needs education
✓ Strong — hits #1 concern
✓ Strongest — universal need
✓ Strong — habit anchor
✗ Untested in v1
Differentiation moat
Cultural narrative
Combo nobody owns
Age-stage specificity
Format anchor
Channel + community
Launch complexity
Medium
Medium-High
Medium-High
✗ High (taste/lab)
✗ High (studio deals)
BR-network fit
✓ Strong
✓ Strong
⊙ Moderate
✓ Strong
✓ Strong (if Madrid)
Expansion potential
Easy — Strength+, Beauty+
⊙ Limited if too "calm"
Easy — 40+, 50+ SKUs
Easy — pre-workout, etc.
✗ Hard beyond pilates
Suggested RRP
€59
€65
€65
€55
€59
Margin · 10k volume
68–75%
69–75%
65–72%
65–73%
69–76%
Margin · 50k+ volume
76–81%
77–82%
75–80%
75–80%
78–82%
Lab time to launch
8–10 weeks
10–12 weeks
10–12 weeks
12–16 weeks
10–12 weeks
Part 2 · The bolder moves
Different evaluation criteria — these options are playing different games. Capital intensity, model risk, and brand asymmetry matter more than category fit here.
N°06AM/PM System
N°07Mediterranean Protocol
N°08Cortisol Daily
N°09Gut-Mind Daily
N°1090-Day Reset
Core rule broken
Single SKU launch
Anglo brand archetype
Soft category vocabulary
Follows survey data
Subscription model
Balance included?
✓ Day/night rhythm
✓ Dietary balance
✓✓ Cortisol homeostasis
✓✓ Microbiome balance
✓✓ Named Phase 2
Gut included?
⊙ PM glutamine
✓ Polyphenols feed gut
✗ Indirect only
✓✓ Central thesis
✓✓ Named Phase 3
Strength preserved?
✓ AM creatine 3g
⊙ Quiet substrate (2g)
⊙ Low-dose (1.5g)
⊙ Low-dose (1.5g)
✓ Loading in Phase 1
Data signal strength
⊙ Solves adherence (Q1.5)
⊙ Untested in v1
✓✓ Hits #1 concern (67%)
✗ 17% gut concern — against data
⊙ Untested business model
Defensibility moat
Operational complexity
✓✓ Cultural / geographic
Editorial-aggressive vocab
First-mover (gut-axis)
Business model rare
Launch capital required
~1.7× single SKU
~1.0× single SKU
~1.0× single SKU
~1.0× single SKU
~2.5–3× single SKU
Education burden
Medium — "why two?"
Low — story is intuitive
High — "cortisol" vocab
High — gut-axis is new
Medium — protocol framing
AOV
€89/month
€69/month
€69/month
€59/month
€180 one-time
Brand extension potential
✓✓ System framework scales
✓ Add Mediterranean SKUs
⊙ Cortisol-locked
✓ Gut-axis range
✓ Add seasonal resets
Lab complexity
2× formulas
1× formula (premium)
1× formula
1× formula (regulatory risk)
3× formulas
Regulatory risk (EU)
Low
Medium — "longevity" claims
Medium — cortisol claims
High — microbiome / novel food
Medium — 90-day claims
Margin · 10k volume
70–75%
68–74%
70–75%
64–71%
74–79% (per box)
Lab time to launch
14–16 weeks
10–12 weeks
10–12 weeks
12–14 weeks
20–24 weeks
Failure mode if wrong
2× sunk cost
Premium ingredients unsold
Brand locked into niche
Early to wave, capital burns
3× formulas unsold; refunds
— Claude's read across all ten
If we had to rank them by capital efficiency, the order would be:
Option 3 (The Build · 30+) — biggest TAM, lowest education burden, easiest to extend.
Option 8 (Cortisol Daily) — same #1 concern, more editorially aggressive position, slightly higher risk.
Option 1 (Beauty/Longevity) — brand-led conviction play, smaller TAM but defensible.
Option 6 (AM/PM System) — best 12-month brand answer if capital allows for 2-SKU launch.
Option 7 (Mediterranean) — cultural moat is real but premium ingredient costs squeeze pilot margins.
Option 4 (Morning Fuel) — depends entirely on coffee-neutrality being technically achievable.
Option 5 (Pilates Fuel) — extension risk dominates; better as channel strategy than brand.
Option 10 (90-Day Reset) — most strategic upside, requires 2.5–3× the launch capital.
Option 9 (Gut-Mind) — best in 2027, premature in 2026 unless you have proprietary signal that contradicts our data.
This is a ranking by capital efficiency under data-led launch. If we re-rank by brand asymmetry / 5-year defensibility, the order rearranges — Option 7, 1, 10 climb. The choice between these two rankings is the actual strategic decision.
07 — Survey instrument v2
Built to discriminate.
Section 01 · Screener & demographics
Filter and segment.
¿Cuántos años tienes?
<28 (exit) · 28–32 · 33–37 · 38–42 · 43–45 · +45
¿Dónde vives actualmente?
Madrid · Barcelona · Otra ciudad España · Fuera de España
Captures BR-in-Madrid separately for analysis.
¿Cuál es tu nacionalidad?
Española · Brasileña · Mexicana · Otra europea · Otra latinoamericana · Otra
Direct validation for Option 5. Need ≥25% pilates for mainstream.
¿Con qué frecuencia haces ejercicio?
5+/semana · 3–4/semana · 1–2/semana · Casi nunca
¿Cómo describirías tu sueño en las últimas 4 semanas?
Duermo bien · Duermo pero no descanso · Me cuesta dormir · No duermo lo necesario
Section 03 · Real concerns
Force a hierarchy.
Pensando en cómo te sientes físicamente hoy, ¿cuáles son tus 3 mayores preocupaciones? (Ordena 3)
Estrés · Falta de energía · Sueño · Pérdida de fuerza · Recuperación · Piel · Pelo y uñas · Digestión · Hormonal/SPM · Peso · Concentración · Postparto · Perimenopausia
Rank not multi-select. v1's multi-select inflated everything.
¿Qué te preocupa más a largo plazo?
Energía/vitalidad · Verme bien · Fuerza/movilidad · Hormonal/reproductiva · Salud mental · Nada en particular
Section 04 · Strength awareness
Stress-test the through-line.
¿Has oído que las mujeres pierden 3–8% de masa muscular por década desde los 30?
Sí, lo sabía · Sí, lo he oído pero no me lo planteé · No, primera vez
"La fuerza muscular es la mejor inversión en tu salud después de los 30."
Totalmente acuerdo · Más bien acuerdo · Neutral · Más bien desacuerdo · Totalmente desacuerdo
Premise check for Option 1. Need ≥3.5/5 avg in ES core.
¿Cómo te suena la palabra "creatina"?
Cosa de hombres en gym · Suplemento para deportistas · Suplemento también para mujeres · Ya la tomo · No la conozco
Si te dijera que la creatina es uno de los suplementos más estudiados del mundo y que las mujeres se benefician más porque almacenan 70% menos de forma natural — ¿qué harías?
Me interesa probarla · Necesito más info · No me convence aunque sea científica · Ya la tomo
Rotation logic: each respondent sees 4 of the 10 concepts, randomised order, randomised which 4. At n=150 → ~60 evaluations per concept. Per concept, the same 6 questions below. 24 sub-questions per respondent for this section.
Reaccionas con: 🔥 Me encanta · 😊 Me gusta · 🤔 No segura · 😐 No me interesa
¿Qué problema crees que resuelve este producto?
Open · short
¿Lo probarías si lo lanzáramos?
Sí seguro · Probablemente sí · Tal vez · Probablemente no · Seguro que no
En una palabra: ¿para quién crees que es?
Open · 1–3 words
Audience perception check. Need ≥40% to mention target demographic.
¿Qué precio mensual esperarías?
<25 · 25–40 · 40–60 · 60–80 · +80
¿Cuándo lo tomarías?
Por la mañana · Después de entrenar · Por la tarde · Por la noche · Sin un momento específico
Adherence anchor. Per concept, tells us whether it reads as a morning, post-workout, or evening ritual — and whether it owns a slot at all.
For the concept the respondent reacted to with 🔥 or 😊 most strongly, show 3 of the 6 Meta ad hooks we drafted for that concept (random selection). This makes ad copy testing free, and gives us hook-level winners before any euro of spend.
De estas 3 frases, ¿cuál te haría parar al verla en Instagram?
Hook 1 · Hook 2 · Hook 3 · Ninguna
Forced ranking. "Ninguna" is a kill signal for the whole concept's hook bank.
¿Por qué? (1 frase)
Open · short
Qualitative reason. Look for "porque me identifico", "porque es nuevo", "porque es escéptico" patterns.
Si vieras este anuncio en tu Instagram mañana, ¿qué harías?
Toco "Saber más" · Guardo para después · Sigo scrolleando · Lo escondo / lo reporto
Behavioural simulation, not abstract intent. Maps better to actual ad performance than Q-C alone.
Section 05C · Format preference (universal)
The operational decision we cannot delay.
Show the same formula (their top-scored concept) in three formats: tub (450g · €/month) · sachet box (30 sachets · €/month) · stick pack (slimmer, portable). Each with identical pricing.
Si todos costaran lo mismo, ¿cuál comprarías?
Bote · Sobre · Stick pack · Indiferente
Critical operational signal. Spain has no clear DTC powder-format winner — tubs dominate the protein category but Notpla / Notmilk-era unboxing assumes sachets.
Si tuvieras que llevar uno al trabajo / al gym / a casa de un amigo, ¿cuál preferirías?
Bote · Sobre · Stick pack · No lo llevaría
Section 06 · Van Westendorp pricing (top-scored concept)
The most important unknown.
¿A qué precio mensual te parecería demasiado caro para considerarlo?
€ value · numeric
¿A qué precio empezaría a parecerte caro pero aún lo considerarías?
€ value · numeric
¿A qué precio te parecería una muy buena oferta?
€ value · numeric
¿A qué precio sería tan barato que dudarías de su calidad?
Evidencia científica · Transparencia ingredientes · Recomendación profesional · Marca con la que conecto · Precio justo · Diseño/experiencia · Origen sostenible · Hecha para mujeres
¿Cuál es la marca de bienestar que más respetas hoy? (open, opt.)
Si empezaras a tomar este producto, ¿qué dejarías de tomar?
Open · short
Competitor displacement check. Most informative open question in the survey. Answers like "mi multivitamínico" or "mi colágeno" tell us what we're displacing in real money.
Section 08 · Commitment & virality
Convert intent into signal.
Si lanzáramos con -30% pre-lanzamiento, ¿lo reservarías?
Sí seguro · Probablemente · Solo si veo la web · No
¿Le hablarías de este producto a tu mejor amiga?
0 (jamás) → 10 (seguro que sí)
NPS-style virality proxy. More predictive than purchase intent. Need ≥30% scoring 9–10 for a "viral" concept; ≥50% for a defensible one.
¿Hay algo que te gustaría que existiera y no encuentras? (open, opt.)
Déjanos tu email si quieres ser la primera (opt.)
Pre-registered kill criteria
Decide these before you look at results.
Concept baseline: ≥40% of ~60 evaluators answer "🔥/😊" AND ≥30% say "sí seguro/probablemente sí" to trial. Below either → concept dies. With rotation we're measuring per-concept averages, not absolute counts.
Concept beats control: chosen concept must beat the generic "wellness simplified" control by 2× on trial intent to be considered lead.
Audience perception: Q-D ("¿para quién es?") — at least 40% of responses must mention the target demographic (mujer activa / 30+ / fuerte / vida activa). Not "deportistas" or "hombres."
Price: Van Westendorp OPP must land ≥€35/month for commercial viability as premium DTC. If OPP <€30, margin model breaks. Note: Option 6 (AM/PM) and Option 10 (90-day) test different price points — €89 and €180 respectively.
Strength premise (Part 1 only): Q14 ("strength is best investment after 30") must score ≥3.5/5 average among ES nationals 28–45. If they don't agree the premise, the original 5 reframes collapse.
Hook resonance: for the lead concept, ≥1 of the 3 tested hooks must score >50% on Q17 ("would stop me on Instagram"). If none of the 3 random hooks lands, that concept's ad bank is broken even if the concept itself scores well.
Behavioural simulation: Q19 ("if you saw this in Instagram tomorrow") — ≥25% must select "Toco saber más" or "Guardo para después." Abstract intent (Q-C) inflated by ~3× in v1; behavioural framing corrects for this.
Friend recommendation: Q31 — ≥30% score 9–10 on "le hablarías a tu mejor amiga" for the lead concept. Below 30%, you have a product people buy but don't recommend — survivable but capped at paid acquisition LTV.
Format clarity: Q20 (format preference) — winning format must capture ≥45% of preference vs the other two. If formats split 33/33/33, we have no operational answer and should re-test format with a separate visual study.
08 — Questions for next week
What we have to decide.
Answer these in writing before the survey lands. Anchoring them now prevents post-survey rationalisation. Honest answers > convenient ones.
01
Which option do we want to be true?
Naming this upfront helps us spot when we're cherry-picking results to confirm it.
02
What's our pricing floor?
Viable at €45? €55? €65? If we need €65 for unit economics, any option whose OPP comes in below €50 is dead regardless of brand love.
03
Brazilian-Madrid first, or Spanish-broad first?
BR-first = premium price, sachet, creatine-led, Rafa's network is the channel, fast revenue, smaller TAM. ES-broad-first = lower price, more education, slower revenue, larger TAM. Hybrid is the wrong answer.
04
What's our channel bet?
DTC only? Pilates studios? Premium parafarmacia? Amazon Spain? Each has different unit economics and constrains the formula.
05
What's our 12-month KPI?
Revenue? Subscribers? CAC payback? Brand awareness? Pick one north star before launching. Most early CPG brands die from KPI drift.
06
What do we defend even if data says otherwise?
Conviction-led can beat data-led. If "strength is the new beauty" is the brand for the next 10 years, we may need to enter via Option 4 (the broad door) and grow into Option 1 (the brand essence). Two-step strategy allowed.
07
What's the worst thing about each option?
Force ourselves to name it. If we can't name a real weakness, we haven't thought hard enough.
08
Who's the founder closest to each?
Option 1 is Julien's brain. Option 2 is Rafa's body. Option 4 is a marketer's product. Option 5 needs a community lead. Founder-product fit predicts execution quality.
09
What does the warm list say?
The 24 emails from core target in survey v1. Send 5 mini-landing pages, one per concept, this week. Not statistically clean. Free, fast, directional.
10
If we had to ship in 90 days, which one?
The decision-forcing question. If the answer differs from "the one most-loved on data," there's something else (cost, complexity, channel, founder-fit) driving it. Surface it.
09 — Execution
14-day plan.
DAY 1
JULIEN
Sign-off on survey v2 above. Lock kill criteria in writing. Confirm which 10 concepts go in vs which to defer.
DAY 2
RAFA
Set up Typeform v2 with rotation logic (4 of 10 concepts per respondent). Build 10 concept mockup cards (use deck mockups).
DAY 2–3
DAN
Brief Spanish food-law consultant on EFSA claim check across all 10 formulas. Flag novel-food risk for Options 7, 9.
DAY 3
JULIEN
Brief 3 Spanish CMOs with shortlist of 5 formulas (top 5 by founder conviction). Request tub + sachet + stick pricing at 1k / 5k / 10k volumes.
DAY 4–14
ALL
Survey live. Paid Meta + LinkedIn ES + pilates studio QR. Daily monitoring of rotation balance — make sure every concept gets ≥50 evals.
DAY 5–14
RAFA
5 Madrid pilates studio coffee meetings (Option 5 validation). Heimat · SLS · Frame · BodyOnMonday · Reform Studio.
DAY 7
CLAUDE
Mid-field check on rotation balance + early hook winners. Re-weight rotation if any concept is undersampled.
DAY 10
ALL
Mid-point review — kill any concept already failing kill criteria 1, 2, or 7. Don't let dead concepts run the field.
DAY 14
ALL
Survey closes at n=150 ES + n=50 BR cap. Lock dataset.
DAY 15–16
CLAUDE
Full re-analysis of v2: per-concept scoring, hook winners, format preference, displacement matrix, behavioural intent correction. Memo + recs.
DAY 17
ALL
Decision: which 1–2 concepts go to lab? Which die? Greenlight or pivot.