NERO
Precision Acupressure
Launch Command Center
01 — Overview
What is NERO
Product
Premium male-positioned acupressure pellet (auricular acupressure) DTC brand. Clinical-grade 24K gold precision pellets with protocol-based application system.
Target
Performance-focused men 25–45. Biohackers, Whoop users, Huberman listeners. Men who track everything but haven't found this lever yet.
Price Point
$39 Starter Kit — includes pellets, tweezers, protocol cards, mirror, and pouch.
Domain
trynero.com
Brand Aesthetic
Matte black + gold, clinical aesthetic. Think Whoop meets Aesop. "This isn't wellness. This is a protocol."
V1 Strategy
Test with 20 kits, $100 Meta ad spend over a weekend. Let the market decide before scaling.
02 — Documents
Project War Room
01 Ready
Master Gameplan
Full strategic gameplan: market research, competitive analysis, BOM, pricing, funnel architecture, ad creative angles, shopping list.
→ ear-seeds-men-gameplan.html
02 Ready
Brand Identity System
Colors, typography, packaging mockups, photography direction, ad templates, website UI, brand voice.
→ nero-brand-identity.html
03 Ready
Logo Concepts
4 logo concepts explored. Concept 2: Monogram/Mark selected as the winner. Full rationale included.
→ nero-logo-concepts.html
04 Ready
Protocol Cards
5 self-contained protocol cards + 1 instruction card. 3.5×5" print-ready with ear diagrams and placement guides.
→ nero-protocol-cards.html
05 Ready
Print-Ready Assets
Sticker designs, box lid, social profiles, favicon, email banner, and export instructions for print production.
→ nero-print-assets.html
06 Ready
Product Page Copy
Complete Shopify PDP: product info, how it works, FAQ, brand manifesto. Ready to paste into your store.
→ nero-pdp-copy.html
07 Ready
Launch Checklist
59-item interactive checklist with buy links, progress tracking, and localStorage persistence. Your launch runway.
→ nero-launch-checklist.html
03 — Unit Economics
Key Numbers
$3.17
Kit COGS
~$3.60
Shipping Cost
$39
Target Price
~83%
Gross Margin
$30.66
All-in Cost / Sale
$8.34
Net Margin / Sale
$100
Test Budget
20
Test Kits
5
Protocols
40–60
Pellets / Kit
04 — Protocols
The 5 Protocols
Protocol Points Use Case
FOCUS Shen Men + Point Zero + Subcortex Deep work, meetings, studying
RECOVERY Adrenal + Liver + Kidney Post-workout, soreness
SLEEP Subcortex + Shen Men + Occiput Fall asleep faster, stay asleep
STRESS Sympathetic + Shen Men + Heart High-pressure situations
ENERGY Adrenal + Endocrine + Kidney Morning, pre-workout, afternoon crash
05 — Competition
Competitive Landscape
CalmPops
$37.99 (50% coupon = $19) · 60 seeds · 24K gold
#22 in Acupuncture · 200+/month
Female-positioned, spa aesthetic. Our closest comp but different audience entirely.
KPWIN
$13.99 · 80 magnets · Dual gauss
Body-wide positioning · Price-sensitive buyer
Different product category (magnetic vs. acupressure). Not a direct threat.
Dragon Acupuncture
$12 · 300ct bulk · Professional supply
Our sourcing play — buy bulk, repackage as premium protocol kits.
06 — Execution
Launch Timeline
Thursday
Order supplies (pellets, tweezers, pouches, stickers). Set up Shopify store. Buy trynero.com domain.
Friday
Print protocol cards at FedEx/Staples. Finalize store design, product page, and checkout. Set up Meta Pixel + CAPI.
Saturday
Assemble 20 kits. Take product photos (matte black surface, natural light). Launch $100 Meta ad test — 2 creatives, broad targeting M25-45.
Sunday
Monitor ads. Don't touch. Let the data accumulate. Resist the urge to optimize on day 1.
Monday
Read the data. Decision time: kill / iterate / scale. If CPA < $20, you have something. If not, diagnose and iterate creative.