Blueroot Health
Netrush Document — Confidential
Approach to Strategic Growth

Outsized growth through
modern commerce.

Customer, category, and competitive dynamics have shifted. This creates a clear opportunity for Blueroot Health to unlock higher margins, fund awareness from within the system, and build lasting customer relationships.

Prepared For
Blueroot Health
Brands
Vital Nutrients · Bariatric Fusion · Fairhaven Health
Background
Following conversations at Brand Day on February 18th, and subsequent discussions on March 9th and April 9th, 2026
The Opportunity

Four actions to drive sustainable growth — funded from dollars already in the system.

The proposed approach generates higher margin dollars, which can be reinvested in awareness. The result: Blueroot gets closer to customers and achieves higher lifetime values.

01

Shift to Direct Seller Accounts

Move Vital Nutrients to its own Amazon seller account to unlock higher margins and P&L transparency.

02

Full Retail Management by Netrush

Integrated strategy, advertising, content, and fulfillment across all three brands — customized to each brand’s unique dynamics.

03

Integrate Batch Pro for Practitioners

A frictionless way to distribute practitioner-recommended products with ongoing attribution, connection, and recurring revenue.

04

Kickstart the Creator Community & Awareness

Creator affiliates drive awareness and branded search — changing the economics of advertising on Amazon.

The Framework

Modern Commerce Playbook

Brands that operate the modern commerce playbook achieve better, faster, and more sustainable growth.

CONVERSION Marketplace, DTC & AI RETENTION Customer Engagement & Lifetime Value AWARENESS AI-Driven Discovery & Creator-Led Content NETRUSH OPERATING SYSTEM Brandrunner OS

Awareness

AI-driven discovery, creator-led content, and social commerce drive customers to search — lowering acquisition costs from the start.

Conversion

Optimized product pages, advertising, and content across Amazon, Walmart, TikTok Shop, Shopify, and AI-powered channels convert traffic at the highest possible rate.

Retention & Engagement

Customer engagement, subscription programs, and CRM strategies maximize lifetime value and create owned customer relationships.

The Economics

Changing the economics of advertising

The cost to acquire and serve a customer decreases from left to right, while customer value increases. Brands that move customers along this journey achieve maximum value.

Awareness

Awareness drives search

Brand marketing, social media, influencers, Meta, Google, Amazon DSP
Customer Value
Cost to Serve
Conversion — Non-Branded

Bring customers in with high relevance

Category shelves, competitor shelves, non-branded and relevant terms
Customer Value
Cost to Serve
Conversion — Branded

Move to branded shelves or subscription

Branded terms, Subscribe & Save, brand name searches
Customer Value
Cost to Serve
Retention

Shift to DTC

DTC/CRM, engagement, subscription, maximized owned customers
Customer Value
Cost to Serve
↑ Search Traffic  |  Cost to Serve Conversion  |  Customer Value ↑
Key Insight

The Awareness Advantage

Brands with strong social presence skip the expensive non-branded search phase entirely. Creator content and social commerce drive customers directly to branded search — dramatically lowering acquisition costs and changing marketplace economics.

AWARENESS Social & Creators TikTok Instagram YouTube skips non-branded search costs Non-Branded Expensive clicks BRANDED Low-cost clicks DTC Owned
➤

Branded clicks cost significantly less than generic terms — awareness-driven shoppers change marketplace economics and free up budget for smart acquisition. This is the modern commerce playbook.

01
Opportunity 01

Shift Vital Nutrients to its own Amazon seller account

Netrush technology and significant changes at Amazon allow customers to migrate from marketplace to DTC with permission to remarket — significantly boosting retention of the highest value customers.

Higher Margins

The margin given up in a wholesale relationship is significantly higher than what is needed to drive growth — even after all team, technology, and infrastructure are accounted for.

75%
reduction in the costs to manage Amazon, driven by technology
Netrush data

Amazon Rewards Direct Relationships

Amazon has changed and is focused on enabling brands to serve customers wherever they shop. The latest and most impactful innovations are designed for brands with their own selling accounts.

90%
of the top 50 Health & Household brands on Amazon 3P are direct

P&L Transparency

Brands with P&L transparency can see a more actionable picture of investment and return. The fast-growing competition operates this way — and so should Blueroot.

100%
visibility into every line item — from ad spend to net margin
P&L Comparison

Net margins are higher in an owned model — even after all fees are considered.

Wholesale Wholesale revenue Advertising COGS Net Margin compression Not positioned to optimize the P&L Not positioned to own the CLV Owned Account Top line sales Platform Fees Operations Advertising COGS Mgmt Fees Net Significant net margin difference Fully transparent P&L Positioned to own the CLV.

Netrush Capabilities

Transition Planning
Amazon Transition Management
Forecasting
P&L Management
Scenario Modeling
Inventory Management
Content & Product Setup

Steps & Timeline

3–6 months to full transition. Sales velocity will dictate the timeline.

1

Create seller account

2

Brand registry

3

Inventory planning

4

Finalize fulfillment

5

Listing setup

6

Position inventory

7

Subscription transfer

8

Go live & full transition

Your Team

Jeni Malone
Jeni Malone
Transition Lead
“I have a great working relationship with Amazon which is valuable during transitions. Getting the account setup correctly from the start reduces future obstacles. I periodically bring Amazon onto calls with our partners to help build trust in the process — and I expect to do that here as well.”

Frequently Asked Questions

The transition is straightforward. Given that Vital Nutrients and Bariatric Fusion are already utilizing the 3P marketplace, the transition can be smooth and executed in a way that does not disrupt the current business. Netrush has transitioned most of our brand partners to direct accounts, and many new partners are working with Netrush to transition.
Netrush provides all the capabilities you need. For areas that Blueroot wants to manage in-house, Netrush will train your team. Anything you don’t want to manage — we’ve got it.
This can be managed to have minimal impacts. While there is a change to the model — forward positioning inventory and getting paid after the customer purchases — the payment cycles are typically much faster than wholesale and are at top-line revenues. We will work with your team to model the transition and execute in a way aligned with your needs.
Netrush handles forecasting, order management, inventory management, and ensuring the right balance of in-stock and positioned inventory.
This depends on your objectives and how many days of inventory are already in the system. As we set up your new account, we will position the right amount of inventory so that when the reseller runs out, your seller account fulfills the order. All of this is seamless from a customer perspective. Full transition takes 3–6 months, dictated by sales velocity.

Cost

Our performance fee is based on a percentage of top-line sales through the new seller account. We have a shared goal of executing the transition while maintaining the health of the current business — we won’t start getting paid until these objectives are met.

The Netrush performance fee will result in a lower cost than your wholesale model — the faster we begin, the faster we unlock margin for Blueroot.

✓ Net Positive Margin Action
02
Opportunity 02

Full Retail Management by Netrush

Netrush’s integrated management system combines experienced strategists and program leaders with advanced technology to drive constant optimization and sustainable growth.

Each of the three brands will require robust yet individualized strategies as the consumer, category, and competitive dynamics differ. We will apply these important nuances as we execute customized strategies in support of the common goal of sustainable growth.

We drive optimization, strategy and growth within the interconnected systems of retail.

FULFILLMENT STRATEGY STRATEGY & PLANNING BRAND PROTECTION CATALOG & CONTENT MARKETPLACE MANAGEMENT PERFORMANCE MARKETING

Integrated Capabilities

Strategy & Execution
Marketplace Management & Syndication
Performance Advertising & Media Strategy
Content Strategy & Execution
Brand Protection
Fulfillment Strategy

Your Team

Tabatha Johnson
Tabatha Johnson
Strategy & Execution — Brandrunner / Retail Strategist
“We’ll work together on a growth plan by workshopping several growth scenarios. We’ll break down the growth and investment metrics by month then bring in category, customer, and competitive insight. This alignment will set us up well for growth.”
Joseph Lazio
Joseph Lazio
Performance Advertising — Media Pilot / Media Strategist
“We operate well beyond simple performance marketing. We drive our partners to look beyond RoAS because efficiency is not enough — we need to know that we are growing the customer base and doing it as efficiently as possible. That balance is what creates sustainable growth. We want to capture every customer searching for your brand and then drive awareness on and off Amazon in a way that attracts higher value customers right from the start.”
Eric Keegan
Eric Keegan
Fulfillment Strategy — Supply & Fulfillment
“Inventory availability fuels so much of the modern commerce playbook as awareness and transaction happen simultaneously. Inventory must be positioned to meet customer demands and also marketplace policies, particularly on Amazon where both too much and too little inventory results in unwanted fees. Smart inventory management can make the difference between growth and sustainable growth.”
Sara Davis
Sara Davis
Profit — P&L Management
“Our process starts with diagnosing the current brand condition through the Growth Formula and P&L, then refining the strategy by category and customer, and finally building an execution plan across Awareness, Transaction, and Retention to achieve the brand’s revenue and profit targets.”
Jenna Patterson
Jenna Patterson
Marketplace Management & Syndication — Content Distribution
“Product information is now machine readable decision fuel. That sounds futuristic but that’s how marketplaces are operating today and algorithms determine placement. Organizing product information is how we stay ahead to open new marketplaces, provide affiliates with great educational content, gain relevance with AI engines, and feed our own Brandrunner AI decision tools.”
Mike Lee
Mike Lee
Content Strategy & Execution — Product Pages & Media
“Product content should not just describe products — it should convert shoppers. We treat it as the infrastructure for conversion. Netrush builds content around real shopper behavior — how consumers discover, evaluate, and influence each other across social platforms and marketplaces. Through continuous testing and rapid iteration, we ensure content performs across the digital shelf — for both human shoppers and AI systems shaping product discovery.”
Aaron Fuller
Aaron Fuller
Brand Protection — Brand Integrity
“Brand control and 100% buy box is achievable. There are three things brands are up against: (1) Online platforms are more sophisticated in price matching (2) Counterfeits have proliferated on emerging platforms like TikTok (3) Legacy brand thinking is in the way. To win control we re-wire brand approaches and ensure enforcement is consistent and effective.”

Continuous Optimization

D

Daily Scan
Operational Pulse — short-term performance, anomalies, immediate risks

W

Weekly Scan
Tactical Alignment — performance trends, optimizations, course corrections

M

Monthly Scan
Strategic Pulse — performance vs. plan, broader strategy shifts, deep dives

Q

Quarterly Scan
Strategic Reset — long-term growth drivers, updated forecast, recalibrated strategies

Frequently Asked Questions

You will have two strategists leading the account: a Brandrunner and a Media Pilot.
Weekly or bi-weekly meetings include our account leaders and your relevant team members to review performance and address any critical changes. Approximately every 90 days we will regroup to review the quarter and plan for the next 90 days. This is an important time to align and prioritize actions for both of our organizations.
Our partners vary in the activities they choose to keep in house. We have all of the tools and technologies to drive growth. In practice we find that our partners want to bring in house certain aspects of ecommerce over time and we fully support that effort.
Absolutely. We differentiate ourselves as growth strategists in addition to execution experts.
Our partners vary in how they organize sales, ecommerce, marketing, and operations. We recommend our key contact can engage in growth discussion and be a key decision maker. Additionally, we recommend as many leaders as possible to participate in quarterly planning.

Timeline: Immediately begin planning

Cost

Most commonly our performance fee is based on a percentage of top-line sales through the seller account.

✓ Net Positive Margin Action
03
Opportunity 03

Integrate Batch Pro into the Practitioner Space

A frictionless way to distribute practitioner-recommended products through provider offices with ongoing attribution and connection to customers.

Frictionless Distribution

Distribute practitioner-recommended products through provider offices. Ongoing attribution and connection to customers makes practitioners stickier to Blueroot.

Do More with Less

Allows Blueroot to increase high-quality practitioners and the impact on customers from practitioners without adding operational burden.

Incremental Revenue

An incremental revenue opportunity for Blueroot and your practitioner partners through ongoing attribution and recurring orders.

The customer experience with practitioners is broken

Today, managing inventory, dealing with referral codes, and not being able to serve the customer at the greatest moment of need forces customers to take the next steps on their own — often going to Amazon for fast delivery via a trusted wallet. All out of the view and care of the practitioner. The practitioner suffers multiple losses: loss of sales, loss of engagement, and loss of recurring revenue. The top practitioner brands succeed on marketplaces based on the awareness happening via practitioners.

Practitioner recommending product to patient
$1B+
in sales leaks from practitioner offices to online marketplaces because of broken customer experiences

Traditional Distribution Creates Friction

For the Practitioner

Doesn’t want to buy and manage inventory

Limited space for stocked product

Reordering is outside the office

For the Patient

May forget what was recommended

Leaves without an easy purchase path

No simple reorder connection later

For the Brand

Recommendations are hard to track

Sales disconnected from practitioner

Repeat purchase opportunity gets lost

How Batch Pro Works — A Connected Reorder Loop

1

Recommend
Practitioner recommends product to patient in office

2

Tap
Patient taps the Batch tag on the bottle to order from their phone

3

Order & Pay
Instant checkout via Apple Pay — practitioner earns a commission

4

Deliver
Product delivered in 3 days or less — includes a Batch tag for reordering

5

Reorder
Patient reorders anytime — always attributed to the original practitioner

See how Batch Pro creates a frictionless experience for practitioners, patients, and brands.

Frequently Asked Questions

No, our facility is fully Batch enabled. We will handle all inventory receiving, tagging, and fulfillment of Batch orders to customers.
None! We have the back end systems to create practitioner accounts, tag inventory, set and track commissions, and allow you visibility and the ability to make changes at any time.

Cost

We buy your inventory so that we can tag and fulfill from our Batch-enabled 3PL facility. This model makes it easy to bring inventory to our facility for tagging and enabling Batch — no inventory required in practitioner offices.

✓ Net Positive Margin Action
Brian Gonsalves Chris Marantette
Brian Gonsalves & Chris Marantette
Co-CEOs, Netrush
“We developed Batch as a way to connect the dots on what we were seeing in the natural products sector. We saw this as an opportunity for brands to better understand what patients need and to deepen the important relationship with practitioners. Batch Pro makes it easy for brands, easy for practitioners, and most importantly, easy for patients.”
04
Opportunity 04

Kickstart the Creator Community & Awareness

Awareness has changed. Short-form video drives transactions on Amazon and all marketplaces. Creator affiliates are the “new sales team” for ecommerce.

The Awareness Shift
83%
of consumers say the influencers or creators they follow are trusted sources of information
Deloitte Digital
Market Data

TikTok Market Opportunity

Competitors in health/supplements are generating $190K–$2.1M per video on TikTok. Blueroot’s three brands are leaving significant revenue on the table.

Bariatric Fusion
3,506
TikTok followers
<$10K/mo revenue
Fairhaven Health
207
TikTok followers
Inactive 2+ years
Vital Nutrients
65
TikTok followers
No videos posted
vs. Benchmarks (Past 30 Days)
Bloom Nutrition
$831K/mo
Physician’s Choice
$706K/mo
MaryRuth’s
$595K/mo
Blueroot (all 3)
<$10K/mo
$450K+
estimated monthly revenue potential across all three brands within 12 months, based on Kalodata estimates

Source: Kalodata — TikTok Shop US Market, 30-day rolling window, April 2026

Case Study

The Halo Effect

Off-Amazon awareness through TikTok directly drives branded search on Amazon — fundamentally lowering the cost of customer acquisition.

TikTok Views
Amazon Branded Search

TikTok Views and Amazon Branded Search: Leading Beauty Brand

200K 150K 100K 50K 0 15M 10M 5M 0 Branded Searches TikTok Views Feb 23 Aug 23 Feb 24 Aug 24 Feb 25 Aug 25

Example client data. Branded search lowers the cost of customer acquisition.

Amazon Sales Performance by Brand

24-month revenue trends with social awareness overlay and market share movement by subcategory. Sales data: Smartscout. Social data: Spate.

Netrush TikTok Shop Capabilities

TikTok Shop Setup
Category Team Engagement
Merchandising Strategy
Product Setup
Fulfillment Integration
Ongoing Shop Management

Netrush Affiliate Capabilities

Creator Sourcing & Vetting
Onboarding & Campaign Setup
Dedicated Creator Coaches
Growi Platform for Payments
Monthly Performance Reviews
Content Angle Development
Demand & Content Insight
Awareness Analytics
Our Creator Network

A specialized, experienced network built for modern commerce awareness

★
Best creators in dietary supplements
Curated network of top-performing creators with proven track records in health & wellness categories
◆
Highly professional
Reliable, brand-safe creators who understand compliance and deliver consistent, high-quality content
⛋
Experienced health practitioners
RNs, nutritionists, and certified health professionals who bring clinical credibility to every video
✎
Skilled educators
Natural on-camera communicators who translate product science into compelling, relatable content
◉
Live creators
Experienced live-stream hosts who drive real-time engagement, product demos, and impulse purchases

Steps

Seamless execution management by Netrush makes it easy for brands to start. No retainer fees. No creator sourcing.

1

Discovery — brand, products, audience, goals

2

Product Information

3

Onboarding

4

Coaching — weekly angles & feedback

5

Optimize — track, iterate, scale

Frequently Asked Questions

The affiliate system is inherently performance based at steady state. At first, the typical fee structure is monthly retainer fee plus a commission on sales. Retainer fees are used to establish a baseline of videos per week/day from which to build on and commissions are the incentive that drive affiliate performance.
This is a common scenario for brands that launched their TikTok shop pre 2026. TikTok has renewed its efforts to work directly with leading brands and has empowered Netrush to provide access to key TikTok category teams and fast lane issue resolution.
While brand marketing and performance marketing functions are often involved, the best affiliates benefit from direct engagement with brand educators - the more they know about the product benefits, function and differentiators the better the opportunity to connect with their audiences.
Creator coaches will first get a clear understanding of the product and claims restrictions. Netrush will organize product information in a way that is readily accessible to affiliates.
Our creator coaches are a mix of experienced health care professionals, experienced supplement creators, and are familiar with the nuances of the dietary supplement sector.

Cost

Monthly retainer fee plus a commission on sales.

✓ This can be partially funded from the margin savings established in the retail switch to direct.
✓ This is incremental revenue.
Looking Ahead

Additional Opportunities

Evaluate

Netrush 3PL

A cost-efficient, value-added fulfillment capability that supports Batch, multi-channel, and marketplace operations.

Expand

Marketplace Expansion

Syndicate products and content across additional marketplaces to capture new demand channels.

Innovate

Answer Engine Optimization

Ensure Blueroot brands surface in AI-powered search and discovery as consumer behavior shifts.