Pikka: Hello Alexandre, tell us the story of your company. What sector are you in?
Alexandre de Fitena: First of all, Fitena is a company and a brand. And more precisely, it is a cosmetics brand dedicated to athletes. Concretely, we sell products necessary for athletes and which do not currently exist on the market: organic products, labeled and in respect of the environment. The articles are intended for sportsmen and adapted to be easily transported in a sports bag.
The brand was designed by athletes for athletes. I haven't really thought of any other targets yet. I sell products other than protein and food products - as many do.
P: What is the origin of your project and what do you propose?
A: As far as cosmetics are concerned, after my studies, I was able to work in the pharmaceutical industries, at Roc et Caudalie. It was very informative and these brands have a strong brand image. But I wondered how to make Fitena a different brand from all these. The idea of making a combination with sport and the creation of dedicated products was obvious. I brought together two elements of my life to create Fitena. Today, we feel that things are changing. The cosmetics giants **are now involved in the world of sport. For example, Pure Essentiel - which originally sells essential oils - is partnering with Tony Parker; while Shiseido created a range of sunscreen for surfers. Large groups and brands are currently exploiting this niche.
Fitena is the contraction of fitness and nature! This is the very idea and identity of the brand. Our products are certified organic, labeled, since consumers ask for guarantees and labels to be certain of their purchases. These products are made in France.
To be very transparent, I want to highlight the brand and not the life of the creator. I want to stay behind, in the background. For me, the right strategy is for the brand ambassadors to be sportsmen - men and women equally - and represent all sports, or at least a maximum of sports.
P: How big is your company?
A: I'm on my own right now. He wanted to make changes in his life with confinement. Once everything is in place, we can open up and see where all this is going to take me. There may be the plan to find investors. Digital is the priority in the project. I considered the development of other products and other points of sale and I have already raised funds on Wedogood . Their system is very interesting. They select projects related to the environment and the social goal. It's a royalty investment. Their goal is to change finance to change the world. This investment system implies that the financed company pays investors a percentage of its turnover. Their goal is to promote and help companies that have a positive social, environmental and economic impact.
P: What geographical scope do you want to reach?
A: We sell everywhere and more particularly in metropolitan France. And I have a real sales ambition throughout the European Union and the world. We benefit from a real notoriety on the quality of the products and the made in France. And I'm proud of that success.
P: It was not too difficult to implement?
A: It's a very thoughtful project, I had this idea in mind for years, and I've been working on it for a year now. I started with two products, but I envision many more for the future. Otherwise, for the starting difficulty side, I didn't really have any hesitation. There's never a good time to start, but you have to know how to get started and go all out! As long as there is a demand, it can please.
P: You are new to Pikka, how did you hear about us?
A: Sincerely? I did a Google search, and Pikka came out in the top 3, every time. And I believe that you have to know how to surround yourself with competent people to be successful in a project. I manage on my own, but I can call on competent partners on certain points that I consider important and that I do not control. It allows me to go faster and do things right. In the end, the site was launched quickly, it's pretty and it works! (playful)
P: Yes, indeed, you were able to benefit from our offer for the creation of your e-commerce site, did you find it appropriate?
A: I am very satisfied with the result! The solution delighted me. Originally, I had no technical skills at all and not a lot of resources. So I created a site on Wix because it was cheap and easy to use, even for someone like me (laughs). I managed to do it on Wix but as digital was my priority, I quickly found myself limited with Wix and I started looking for a service provider to accompany me and I found you. For the rest of the project, we transferred the already existing site to Wix.
P: Did you know the Shopify solution before this project?
A: I had heard of Shopify before, through friends, and even on the internet. Initially, I chose the ease of Wix, but following professional recommendations for Shopify, I started on it and started all over again.
P: And what did you think of the support throughout your project?
A: I'm very happy with the result and with everything in general: from the site to the support. Adeline was very available and very friendly. His speech adapts to my level of technique and it is very appreciable.
On the other hand, I would like to notify you of a downside with the Notion software. I don't really see the point of it, even if I understand that it is easier for you to manage all the projects. But for me, the customer, I find it too complex. I sincerely prefer to exchange by email, and that's also how we exchange from now on.
P: What were the repercussions for you?
A: There is still a lot of work to be done to communicate. It is certain that it will be necessary to do it to boost the site. I started doing sponsored posts on Instagram, Facebook and Linkedin, and I plan to do more.
P: Will you use our services again in the future?
A: It's good that you asked me the question, I was going to ask Adeline to continue on digital and sell on Amazon or another marketplace. From a calendar point of view, depending on the possibilities, to see if we can do it in July, or in September, for a launch at the start of the school year, or in October. I am also interested in selling on social networks, such as with Instagram and Facebook.
And to see further, I would like to make a regular point to have your expert opinion on the communication that is made on the internet and on social networks, and thus continue the support that has been recorded with Adeline.
