21TEN appears to be the best thing that happened to the multi level marketing world in quite a while. They almost seem not to be conscious of all the competition with which the market they are targeting is filled. They go about carelessly, focusing on their products’ advantages as a confident teenager on his way to college.
This overall casual attitude is also reflected by their choice of advertising, making use of fresh and trendy words, employing puns and a minimalistic graphic design. With a rather unorthodox approach they have the chance to step right in front of the already established companies, and practically steal their clients. But this would only be granted by a capable management team, well designed products, a rewarding compensation plan and able training. Let’s further analyze 21TEN and see if it has the required ingredients to become successful.
The company itself is young and has yet to be launched. Although it has been pre-launched at the beginning of 2010, the scheduled date for their launch is the 15th of May. Being the newest division of OxyFresh, it shares the latter’s headquarters in Coeur d’Alene, Idaho. OxyFresh has been around for more than 20 years, activating in the health and wellness market sector.
The management team comprises of a long list of names, all with extensive backgrounds in the marketing field. Janine Avila, Vice President of Field Support, Carla Ballensky, Director of Distributor Services and Events, Melissa Gulbranson, marketing VP, Tom Lunneborg, Director of Production and Distribution and Steve Wood, Finance and Operations VP are all led by the company’s founder, Richard Brooke. Richard Brooke, the company CEO, is active in the multi level marketing field since 1977, became successful in direct marketing already before he was 30 years old.
21TEN only markets one product for the moment, and that is Life Shotz. On can gather from reading the product name that they promote a rebel attitude, but the only rebel thing about Life Shotz is the way it is marketed. Its purported benefits are numerous, ranging from anti aging, immune system building to mood enhancing and a low impact on the environment. Life Shotz comes in the shape of a powder, this choice being motivated by the eagerness to minimize the impact on the environment by requiring less fuel for the distribution. Life Shotz contains a host of berry and fruit extracts, xylitol, Stevia, Resveratrol, vitamins and minerals. Life Shotz comes in 10 piece boxes, and can be purchased by ordering one, four or eight boxes. Every Life Shotz box also includes personal development cards for downloading various podcasts.
All the benefits that Life Shotz allegedly provides make of this product a highly desirable one. There already is an established market for healthy products in the direct marketing world, and 21TEN has devised a perfectly fitting item for this market niche. All the clever marketing does not imply that they are only targeting young people, because anyone can benefit from the healthy properties of Life Shotz.
21TEN employs a unilevel compensation plan, altered to provide several bonuses. In order to join one has to pay an initial fee and then a smaller annual fee. In exchange for the initial fee one is granted the so called Distributor Kit, containing various materials on how to business building, personal development and also a subscription for Success Magazine.
One can advance in rank by maintaining a certain number of active distributors, and this suggests that they really are interested in their distributors’ team work. Depending on the number of personally sponsored distributors, one can become Sales Manager, Sales Director or Regional Sales Director, each rank providing a larger bonus.
21TEN has chosen a direct approach for their training, rather than providing the usual online training courses. This emphasizes their interest in personal contact between their distributors, and comes in useful for building strong teams. Already by giving the Distributor Kits they provide some materials, and it is the sponsor’s responsibility to further train the new marketers.
In conclusion, it is clear that the many years of experience granted by OxyFresh can only give birth to a successful company. 21TEN is a great opportunity for new and experienced marketers alike, but what would make the difference between the average entrepreneur and the top 3% which become really successful? The answer is information. By learning what a sponsor can teach means that one has to limit his knowledge down to a company average. Only by inquiring and looking for other sources of information one can have a shot at making it big.
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