👭 No One Is Talking About This Market Of 15m+ Americans

Happy Trends Tuesday!

Today we’ve got:

1 trend alert
1 piece of operator wisdom
1 article you should read
4 tabs we have open

Quick heads up: we’re taking next week off due to Thanksgiving here in the U.S. But fear not, we’ll be right back at it with fresh insights on Nov 28th.

Let's get to it.

🚨 TREND ALERT

Before menopause occurs, women go through a lesser-known “twilight” period called perimenopause.

During this time they start to experience symptoms, but aren’t officially in menopause yet.

And it’s a huge market:

Search interest for personalized supplement brands

Perhaps even more importantly, older millennials are entering their 40s, and the demographic of perimenopausal women is changing.

Millennials don’t just prioritize their health more than previous generations, they’re also willing to drop serious dough on it.

The opportunity: Science-backed nutraceuticals for perimenopause.

We won’t go into full nerd mode explaining the biology behind this, but in a nutshell: There is a link between gut microbiome health and perimenopausal symptoms.
Which means women can eat their way to a happier menopause (your new company’s tagline).

How to make it happen:

Create nutraceuticals and foods containing science-backed compounds shown to reduce perimenopausal symptoms, like:
- Chia, fenugreek, and flaxseed mucilage (a fancy word for the outer covering of the seed)
- Low-sugar fermented dairy products, like yogurt and kefir
- Green tea catechins
- Phytoestrogens
- Curcumin
Market them specifically to perimenopausal women, and don’t be afraid to explain the science behind them — consumers are hungry for data-backed health optimization.

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🧠 OPERATOR WISDOM

Trendster Daniel Layfield led growth at Codecademy from $10m to $50m ARR, before it sold for a cool $525m to Skillsoft.

He recently opened the floodgates of lessons learned for the Trends community, and his story is a gold mine of subscription growth treasures.

Here’s his sage advice for handling churn...

Intentional churn:

With “intentional” churn, you’ll find both happy and unhappy customers.
- Happy customers have stuffed themselves with delicious morsels at your SaaS buffet, had their fill, and can’t stomach any more features.
- Treat them well on the way out, ask for a review, and maybe they’ll come back for seconds.
The unhappy customers are storming out of your buffet because they choked on a bone in the chicken soup. Provide them with a thoughtful exit survey:
- Start with an open-ended text field to let them air their grievances — let this run until you can identify patterns in the responses.
- Build a multiple-choice survey based on those responses; always keep at least one open-ended question in the mix to make room for iteration.
- Propose cancellation alternatives. For example, “Would you like to try tier B for $15 less per month which includes XYZ features?”

Unintentional churn:

These are the clumsy customers tripping over technical issues or bouncing off insufficient card balances. They’re trying to give you their money, but keep dropping it.
For them, your job is simple — clean up the problems that are keeping them from paying you.

🔥 ARTICLE YOU SHOULD READ

Have a genius AI-backed idea for your business but can’t execute it yourself?

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You can now build your own custom GPT for whatever business you’re dreaming up, opening up a whole new world of innovation.

Read more about the biggest updates from OpenAI and what it might mean for you.

OPEN TABS

📚 Deep dive: An entrepreneur’s guide to product life cycle management.

🔍 Find purpose: Defining a strong purpose for your company can attract top talent.

🎧 Listen: Three steps to start a $1m+ content business in 2024.

🚀 Leadership lessons: How to boost your startup’s odds of success.