Gone are the days of the traditional nine-to-five career. With the growing digitization of nearly every aspect of life, there are endless possibilities when it comes to career choices today. Many people are opting for the entrepreneurial route, exploring new, internet-enabled opportunities and aligning their careers with their interests. Illustrating this increased popularity, Global Entrepreneurship Monitor reports there are more than 31 million self-identified entrepreneurs in the United States alone.
Multi-level marketing (MLM) is a popular business model that emphasizes direct, person-to-person, selling. Most direct sellers — entrepreneurs and businesses that sell products directly to the consumer in a non-retail environment — make use of the MLM model because it enables them to leverage a network of enthusiasts to drive revenue, instead of relying on traditional marketing and advertising. The strategy is effective, as the 2021 international market for direct selling was valued at $189.71 billion. While the model works, MLM has acquired somewhat of a negative reputation over the years due to nefarious players in the space and overly aggressive sales representatives. With this being said, many business leaders working in direct sales are committed to changing that notion.
Brian Underwood, CEO & co-founder of Prüvit, is a prominent entrepreneur whose company and community are shining examples of how it’s done right, by spending the last 7 years transforming the perception of the MLM industry by cultivating “Community Based Marketing.”
As a young college student, Underwood immediately entered the world of entrepreneurship, knowing that a traditional 9-to-5 was not the path he wanted to follow. Having resonated with the positive aspects of the MLM industry early in his career, while also understanding the potential negative connotations, Underwood became obsessed with improving the system. Now, with over 30 years of entrepreneurial experience, Underwood’s Community Based Marketing approach, exemplified by the category-king Prüvit, is the culmination of his knowledge and professional experience.
Prüvit is an exogenous ketone company that is spearheading the Keto revolution by helping millions of people live a healthier lifestyle. Since co-founding the company, Underwood has built Prüvit into a $1.4 billion venture with more than 100 million servings delivered worldwide. He has been able to scale this startup into a billion-dollar company in just seven short years through his commitment to disrupting the status quo of the supplement industry as well as by fostering a community of people who truly believe in the company’s mission.
Underwood has successfully turned the traditional critique of multi-level marketing on its head with his Community Based Marketing strategy. Underwood achieves this by empowering his Prüvit team as entrepreneurs as well as by providing them with a community of like-minded individuals committed to growth and support. A common critic of the traditional MLM approach is driving sales through internal consumption often due to a lop-sided seller to consumer ratio. But to this point, there are more consumers of Prüvit’s exogenous ketones than there are sellers of the patented product, which further highlights Underwood’s ambition to challenge the status quo.
Underwood’s community-based method has proven to resonate with consumers since many people want to learn about a product from someone who uses it in their personal lives. Over his career, he has learned that this community-forward strategy is far more effective than traditional marketing tactics. Underwood’s approach enables Prüvit team members to become successful entrepreneurs selling something they believe in by sharing an authentic story. By garnering a company culture meant to instill a true community, Underwood has effectively given his team the knowledge and support to succeed. And as much as he wants to grow Prüvit for himself, Underwood is committed to helping his team find their entrepreneurial groove and support their futures.
Prüvit’s rapid growth trajectory is a testament to Underwood’s powerful Community Based Marketing strategy, helping people to take control of their health as well as achieve economic freedom. Further, this illustrates a true product-led-growth phenomenon where customers become raving fans, driving further sales for the company.
Brian Underwood is uniquely equipped to thread the needle on this mission – not only does he have deep expertise in the industry, but he’s also committed to using his platform for honest dialogue and education. In addition to running Prüvit, Underwood also hosts a podcast called “Be You with BU” where he shares tips for becoming one’s absolute best version of themselves. The podcast has seen early success, as it debuted in the top ten within the “Entrepreneurship” category. He also shares information on other social media platforms — Instagram, LinkedIn, Twitter, and Facebook. Rather than selling surface-level advice, Underwood focuses on his authentic desire to help others and assist budding entrepreneurs as they begin fulfilling their career dreams. He understands firsthand that entrepreneurs can live challenging and lonely lives, despite all of the rewarding moments, so he helps others navigate these ups and downs.
With professional experience encompassing both success and failure, Underwood is confident in his Community Based Marketing approach. Underwood’s track record of supporting & inspiring his community to achieve their goals as well as his ability to launch scientifically-backed products speaks for itself. As Underwood continues to break barriers and lead the Community Based Marketing movement, be sure to follow along on all of his current and future endeavors.
