Private listing #255195
Ownership - Sole Proprietor registered and operated in Ontario, Canada. The Business officially opened in November of 2013.
Location - Production, Warehousing, Shipping & Receiving, and Office were located in our rented space at 142 Waterloo Street, Waterloo (Ontario). We are not currently producing, since our moving out of this location as of June 2018.
This location served us very well, providing approximately 450 square feet to get started, then we quickly expanded into the neighbouring unit to operate in approx. 900 square feet for the next 4+ years. Eventually our need to ship and receive multiple pallets per day created a dilemma - we needed to expand in order to manage the growth, which required outside investment or financing. (Please see details in the 'Our Story' section below).
Staff - At our peak, we had only 1 customer service employee working remotely (from home) approximately 2 hours per day. We also had only 1 production and shipping employee approximately 15 hours per week. As the owner, with both employees in place, I could pursue the PMRA labels, selling on other platforms, updates graphics and web content, and expand our sales volume to serving local farmers as well; amidst minor management responsibilities to carry the basis of our operations 5 days per week (Mon-Fri).
We operated in a GMP standard environment, with a simple packaging line suited for stand-up pouches (228g to 1kg) and stitched paper bags (2.5kg). The product was originally and steadily sold under the Feeds Act under Canadian legislation. We then also acquired two federally registered insecticide licenses under the PMRA (the sector of Health Canada who regulates sales of pesticide products). One license was for an end-user product to be sold domestically, and the second license was for selling business to business, under a commercial license.
By the end, we had a plastic-free production line, meaning that all our packaging material was sourced from compostable or paper-based materials. Our manufacturing process ensured that all raw product contact points are food grade stainless steel, and that each product was made safely without contamination of moisture or foreign particles.
Marketing Strategies Employed:
I built the brand of Diatomaceous Earth Canada to be a reliable and safe supplier of primarily food grade diatomaceous earth, to Canadians nation-wide with excellent prices and service. We used our high ranking website [REDACTED] also redirecting a number of other related domains including ([REDACTED] [REDACTED] and [REDACTED] as the main channel to attract direct customers and retail/wholesale leads.
We have maintained a positive search engine ranking for 4+ years now, including being ranked first for the phrases 'diatomaceous earth Canada' and 'food grade diatomaceous earth'. Our marketing strategy has primarily functioned on keeping a good quality website with effective content, to maintain a positive and reliable presence online. This has helped us also retain many recurring buyers, both end-user and retail/wholesale customers.
We also used a Google Adwords Campaign until Sept. 2017, and had our products listed on [REDACTED] where we have many excellent reviews, and a first page rank. We also listed our product on [REDACTED] and for a short-time on Facebook.
Amazon - [REDACTED]
Our Social Media Accounts include an outstanding Facebook and Twitter presence. We also have a first page showing Google Plus Account, which sadly needs a boost of positive feedback after a rough month with many late or missing shipments in 2018 (March), we were not able to persuade the customers of their already published feedback.
We also used an affiliate program which never yielded more than a few sales from each person who shared our website and product with their personal Facebook friends list.
In summary, we drove all sales and leads from our website traffic. The opportunity was always enough to keep busy with that volume. Any capable candidate in terms of both logistics and cost structure will have the ability to sell beyond our records. We often had to turn away international bulk orders, local bulk orders, and high volume retail orders, especially within the last 2 years of operating.
Financials and traffic
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