About Us
Bullet & Bone is a UK based start-up premium FMCG brand. The business has proven revenues, confirmed listings with the world’s largest online sports retailer, and the products have generated fantastic feedback from consumers, elite athletes, and sports scientists. The business is led by Ian Murphy – a chemist and proven brand builder with both multinational consumer products businesses like Nestle, Mars and GSK and as an experienced SME founder.
Vision and value proposition
At Bullet & Bone, our mission is to help people of all levels of age and ability to perform better in sports and physical activity with all the physical and mental health benefits this brings.
We do this with a range of Olympian and sports scientist endorsed functional creams, lotions and gels for the skin and muscles.
From elite athletes to beginners, the products allow you to train harder and longer to make performance gains faster and achieve your personal best.
At Bullet & Bone, our mission is to help people of all levels of age and ability to perform better in sports and physical activity with all the physical and mental health benefits this brings.
We do this with a range of Olympian and sports scientist endorsed functional creams, lotions and gels for the skin and muscles.
From elite athletes to beginners, the products allow you to train harder and longer to make performance gains faster and achieve your personal best.
The Problem
Serious amateur athletes are looking to take their performance to the next level and an extra weapon in their kit bag to enhance their performance.
Recreational amateurs have issues with muscle and joint stiffness and soreness, proper warmth up and optimal recovery.
The products provide solutions to all these problems.
Target Market and Opportunity
The products address a gap in the large and growing bodycare market. The UK bodycare market alone is valued at £2.3 billion and is forecast to grow at 5.25% yearly over the next 5 years..
“Active Bodycare” is a key part of this market, with 48% of consumers interviewed. In addition, a recent Mintel study was saying they would be very interested in products that help with physical activity.
The Solution
A range of Olympian and Sports Scientist endorsed functional creams, lotions and gels for the skin and muscles. The products have all the functional benefits of medicated products, smell great, use natural active ingredients and are kind to the skin.
The products increase energy, endurance & recovery. They provide solutions to the issues that may inhibit peoples’ physical activity and performance, such as:
Muscle and joint stiffness and soreness
Warming up properly
Optimising cool down
Ecovery and skin irritation and inflammation due to exercise like chafing, dry skin and cracked sore feet.
The products are made in the UK, use natural active ingredients and are tested and endorsed by sports scientists and elite athletes.
Business Model
We identify the product opportunity, have the product formulations developed and tested by our lab partners, and make premium UK-based contract manufacturers exclusively for us. As a result, the business makes a strong gross margin on sales both direct to consumers or through retail partners.
Traction and validation
A confirmed listing with Pro Direct Sports – the world’s largest online sports retail and agreement to support the launch to their 10 million plus community with a full communication and advertising campaign.
Great feedback about the products and their efficacy from consumers, elites athletes and sports scientists.
An established team and partner network of experts across operations, marketing, sales, logistics, finance, manufacturing and product development.
Marketing and Sales Strategy
Sales – direct to consumer through www.bulletandbone.com, via retail partners in the sports and wellbeing categories and international distributors in selected international territories.
Marketing – a 360-degree marketing plan including social media, PR, email marketing, celebrity and influencer ambassadors, affiliate and sports club marketing, events and sponsorships.
Do You Have A Question? If you need any more info, you can contact the entrepreneur directly.
Team
Ian Murphy
Business Founder
I am an experienced Business Founder and Brand Builder with a Blue-Chip Consumer Goods background at Mars and GSK and experience as a Strategic Management Consultant at Monitor Deloitte providing Board Level advice to companies such as Nestle, Cadbury Schweppes and SAB Miller. As a Business Founder, I have built from scratch multi-million pound brands with a portfolio of customers across the high street and online. I am also a Business Advisor to SMEs and innovators, using my experience of brand building and strategic planning, to guide them on the road to success.
Paul Wilson
Chief Investment Officer at Channel Capital Advisors
Responsible for Channel Capital’s investment activities. Focusing on managingfunds and vehicles for its existing working capital financing business, anddeveloping new business lines for the platform.
Channel provides working capital financing solutions for companies of all sizesthrough its three pillars:
1. Trade Finance funds managed by Channel provide loans to companies andtraders to facilitate the trade in goods or services;
2. Channel’s securitisation business connects large companies to non-bankinstitutional investors to finance receivables / supply chain / inventory;
3. Our invoice factoring operation based in Amsterdam (“Togather Finance”),through its innovative tech platform, provides an efficient and easy way forSMEs to finance their receivables.
