Katie Ward is the Managing Director at Microbz, a natural microbial solutions business. Founded in the 2000s and rebranded in 2024, they are on track for around £1million this year across their Shopify store & partner network. 

 

In this episode, Katie shares how they’ve grown in one of the most competitive supplement markets by focusing on real customer pain points, building trust before pushing subscriptions, and expanding lifetime value through a “probiotic life” strategy. It’s a candid conversation about balancing mission and margin, managing multiple channels, and scaling sustainably without compromising your values. 

 

Hit PLAY to hear: 

• How Microbz scaled toward £1M in revenue without slashing their product range 💰 
• The smart way to introduce subscriptions after 2–3 purchases (and boost LTV) 🔁 
• Why starting with customer pain points beats leading with brand vision every time 🎯 
• How to balance D2C, Amazon, B2B & agriculture without losing focus 🌱 
• The unexpected growth upside of sticking to your mission over “expert” advice 🚀 
• How giving away a free cleaner can unlock a whole new category sale 🧴 

 

Key timestamps to dive straight in: 

[03:58] Nature's Solution for Wellbeing 

[07:21] Microbial Fermentation and Herbal Remedies 

[11:32] "Managing Business Complexity Effectively" 

[13:29] "Healthy Soil, Nutritious Life" 

[18:25] "Probiotics: Educating and Building Trust" 

[20:36] Listen to Katie’s Top Tips! 

 

Full episode notes here: https://ecmp.info/587

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