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Idea Overview:
Alphaconfident LTD is a nutraceutical startup supported by UCL Innovation & Enterprise. We are collaborating with industry experts and nutritionists from UCL with one aim in mind: Developing a natural product that contributes to mental health and well-being with scientifically proven & government-approved ingredients.
Who might use it/where it might be used?:
The product will be sold online B2C. The general targeting will be everyone who has been implicated by mental health. Particularly we aim to target people who have struggled with self-esteem. Our product can also be categorised as a nootropic. Nootropics are increasingly consumed by those who strive or require a mental advantage to compete in the modern-day career life.
The Market (B2B, B2C or Both):
Business to Consumers (B2C)
Sector the idea belongs to:
Retail
Is there a similar idea to be found?:
While hundreds of nootropic brands are in existence today, most brands do not have any distinctive competitive advantage compared to their larger incumbent counterpart. Supplements are regulated under food law. The law does not permit any product to claim health benefits unless it is approved in the National health register (NHC). Therefore, products aiming to claim nootropic benefits, must contain similar ingredients. Most supplement brands who claim to benefit mental health have unsubstantiated claims. However a supplement brand that has successfully differentiated and that we consider as a competitor is LYMA. The brand has conducted several clinical trials for their product and patented their ingredients. The brand claims to relief anxiety and provides other mental health benefits.
Why you think there is a demand for your idea?:
Despite the socio-economic impacts, only 2% of average government health expenditure is spent on mental health worldwide. According to a scientific study by the WHO, global prevalence of mental health increased significantly during the recent COVID-19 pandemic. This occurred during a time when mental health services were severely disrupted. As a consequence, the existing gap between people who require care and those who can access is significantly enlarged. For those unable to access treatment, an alternative to prescription is needed. The alternative should be widely and anonymously accessible and benefit the mental health of the consumer without the need of harmful chemicals.
Who would be the ideal customers?:
-Consumers who purchase their supplements online. -People who struggle with mental health, looking for an alternative to prescriptions. -People who struggle with self-esteem have no known product that could help them except alcohol. But that is not really an alternative. -A consumer base who have concurrent problems related to mental health.
What ideas do you have to reach these customers?:
We aim to conduct paid and organic Social Media Advertising on Facebook, Instagram, and TikTok. Community building will also be an important step. Social media marketing remains to be the most economical method for advertising as a supplement brand. In fact according to our survey and industry research most supplement consumers nowadays prefer to purchase supplements online.
How far have you developed this idea?:
We have a nutritionist in our Team and we are currently developing the Formula. We are also spoken to many manufacturers who are very interested to work with us for product development.
What – if any – feedback have you had for this idea so far?:
We have won the first prize at UCL Innovation and Enterprise pitching competition. Feedback were mostly positive although I am personally more interested in negative feedback as those help me to think in a different perspective.
What supporting material – if any - would you like to add to your proposal?:
Please examine alphaconfident.com The website is currently an early prototype for marketing traction testing later on we aim to hire a Webdesigner for further development.

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  1. Simon Krystman - January 22, 2023 at 6:07 pm

    It sounds like you have researched the market and competition as well as having the capabilities to produce the product. What you don’t have is customer validation for the idea. Have you thought about creating a waitlist to find out if people are interested?