Van Man

How Jeremy Ogorek Grew a $5M/Year Business from His Van

December 31st, 2024

Founded By

Jeremy Ogorek

Monthly Revenue

$417K

Founders

Profitable

Yes

Year Started

2021

Customer

B2C

Founded By
Jeremy Ogorek: Monthly Revenue
$417K

Founders
1: Profitable
Yes

Year Started
2021: Customer
B2C

Who is Jeremy Ogorek?

Jeremy, also known as Vanman, is an entrepreneur from the Midwest who started his journey living out of a van after selling his belongings and trying out various business ideas before succeeding with Van Man. With a background in accounting and experience in startups, he combines his passion for natural products with his drive for innovation.

Jeremy Ogorek

What problem does Van Man solve?

Van Man offers natural, handmade personal care products like toothpaste and soap, solving the problem of avoiding harmful chemicals found in mainstream brands by using high-quality natural ingredients. Customers appreciate having healthier alternatives to mass-produced products, reducing their exposure to potentially harmful chemicals and supporting a business focused on well-being.

How did Jeremy come up with the idea for Van Man?

Jeremy's journey began with a simple desire to reset his life. After finding himself frustrated by the corporate grind, he decided to strip his life back to basics. He sold everything he owned and bought a van, choosing a minimalist lifestyle that forced him to reevaluate his needs and habits, including what he was using every day, like toothpaste.

The realization hit him when he accidentally bought fluoride toothpaste and felt deceived about its ingredients. Determined to find a healthier alternative, he started experimenting with homemade recipes using natural ingredients. Through his Twitter account, initially a space for sharing his van life, Jeremy discovered others were interested in his homemade solutions, particularly his toothpaste made with unconventional ingredients like eggshell powder.

Jeremy's Twitter community became instrumental in shaping his idea. He shared his development process openly, gathering feedback and suggestions from followers who were also passionate about natural products. This engagement was not just validation but also a source of encouragement, proving there was a demand for what he was creating. The genuine interest from a small but engaged audience showed him that his idea held more potential than he initially realized.

How did Jeremy Ogorek build the initial version of Van Man?

Jeremy's journey of building Van Man involved an iterative process to develop natural alternatives to everyday products like toothpaste. He began in 2021 by creating his own toothpaste blend after discovering fluoride in his commercial toothpaste, starting with ingredients like baking soda and experimenting with additions like eggshell powder, which contributed calcium. His hands-on approach saw him continually refining the formula, incorporating feedback from Twitter followers, and adjusting based on personal trials. The initial products, like the talon honey balm, were handcrafted, with Jeremy personally scooping ingredients and packaging. This labor-intensive process demanded 12-hour days, characterized by challenges such as manual production and managing ingredient consistency, but ultimately, Jeremy succeeded in creating a product that resonated with a niche, health-conscious audience.

What was the growth strategy for Van Man and how did they scale?

Twitter

Jeremy, known as "Vanman," leveraged Twitter as a vital channel for growth. Initially, it served as a platform to document his experiments with homemade toothpaste. His posts about living a van lifestyle and his unique toothpaste recipe engaged a community interested in health and wellness. Large health-focused Twitter accounts took notice, retweeting his content, which significantly amplified his product's reach and credibility.

embed:tweet

Why it worked: Twitter allowed Jeremy to build a personal connection with his audience. His engaging storytelling and constant sharing brought attention to his product, encouraging organic word-of-mouth growth within the health-conscious community.

Instagram and Meme Marketing

Jeremy successfully tapped into Instagram by creating engaging and controversial posts that drew attention. He creatively used meme marketing to make his content relatable and shareable, using recognizable faces like Mel Gibson and Mark Wahlberg to initiate viral potential. This approach not only increased follower interaction but also drove a spike in sales whenever a post gained traction.

Why it worked: Meme marketing on Instagram made the product approachable and fun, which resonated with a wide audience. This increased brand visibility and customer engagement, translating into sales spikes from viral posts.

Email Marketing

Despite initial skepticism, email marketing turned out to be highly effective for Vanman. By sending engaging content directly to customers' inboxes, Jeremy maintained regular communication, reminded existing customers of the products, and encouraged repeat purchases. The effectiveness of emails in reaching a committed audience added a valuable layer to his marketing strategy.

Why it worked: Email marketing allowed direct and personalized communication with customers, fostering loyalty and improving lifetime customer value. Regular newsletters ensured the brand stayed top-of-mind, leading to repeat purchases.

Unconventional Public Relations (PR)

Jeremy's strategy included using unusual and engaging content that often sparked debate or controversy, effectively gaining free publicity. His approach questioned mainstream dental health practices, garnering attention from health-conscious communities.

Why it worked: This method tapped into the public's growing interest in health alternatives, positioning Vanman as a leader in offering non-toxic, natural products. The resultant discussions and shares acted like PR in boosting brand awareness among target groups.

What's the pricing strategy for Van Man?

Van Man prices its natural wellness products competitively, with offerings like Tallow Balm at $29 and Mint Bone Toothpaste at $19, and aims to expand into more everyday household products.

What were the biggest lessons learned from building Van Man?

Harness Your Network: Jeremy leveraged his Twitter community for feedback and initial sales, showcasing the power of community support.
Start Small and Adapt: Initial small-scale experiments and iterations based on feedback helped refine the product offerings.
Leverage Storytelling: Authentic storytelling about his journey resonated with audiences, boosting brand visibility and loyalty.
Build Authentic Connections: Van Man's success was partly due to genuine connections with like-minded individuals, which helped with natural word-of-mouth marketing.
Resilience in Adversity: From living in a van to facing initial business hurdles, Jeremy demonstrated resilience, a key component in entrepreneurial success.

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