Launched | 2023
Headquarters | Canada
Products | Health & Wellness
Top Executive | Jay Dhaliwal / Founder & CEO
The Super Patch Company Founder Jay Dhaliwal only greenlights products he knows the market wants. A career running sales operations for powerhouse corporations within the software space taught him how to identify these golden opportunities. Jay quickly leveraged his drive and expertise in IT research to make tech-adjacent investments and launch ventures that would go on to amass him a net worth near $100 million—all before the age of 30.
Cracking the Code
This echelon of money was certainly a game-changer for Jay, but there was one significant problem his wealth couldn’t fix. His mother, diagnosed with multiple sclerosis decades prior, was experiencing ongoing and debilitating symptoms that even the best care that he could attain across the globe couldn’t resolve.
“I started asking the doctors engineering questions,” Jay shared. “I’m an engineer, and my thinking was that if the signal her brain is sending wasn’t getting to her body, maybe I could build a connector as a bridge.”
Jay dug into studying neurological coding and neural networks, research that felt like second nature after working in encryption coding for so many years. He analyzed brainwaves from a database in Switzerland; spent three years developing machine learning algorithms and tools that could analyze EEG data (brain activity); and wrote five million lines of code, all in search of understanding the neural “programs” that regulate health and wellness. What he found were data sets that speak to the body’s entire physiological function.
“Over time it became clear that I could understand the underlying neural programs of the mind and then develop systems of skin stimulation to help correct those programs that went offline,” he said. “Once we accept that our mind regulates every physiological function, like an app on our phone, we also understand that if the app gets corrupted or stuck, we have to reset it.”
Jay spent the next 15 years and $25 million of his own personal wealth developing a product that could help his mother with her strength, balance and stability, resulting in an intricately embossed and textured 3M adhesive patch—the first Liberty Super Patch—that uses vibrotactile technology to speak to the body much like Braille allows those with vision impairment to read books with their fingers.
When it came time to bring that product to market, direct selling was an obvious—and effective—choice. “We had the option to go the traditional routes of brick and mortar or ecommerce. But in a retail or ecommerce setting, the amount of education involved would lead to a very steep learning curve and low adoption rate,” he said. “So, this product was seemingly perfect for direct selling. There’s a demonstration, an explanation and an experience of the product. That’s how we ended up with network marketing.”
The Procter & Gamble Approach
Jay began bringing his new clinically researched product to market the same way he approached every new endeavor: through data analysis. With a background steeped in Fortune 500 tech company protocols, he followed what he christened the “Procter & Gamble Approach,” aligning every phase of development with consumer-centric research. Jay engaged two separate Consumer Packaged Goods (CPG) market research firms to conduct studies across sample sets of 10,000 consumers, then tested every detail of the products, from the name and packaging to the branding and color scheme.
“I don’t invest any more money until we are sure this is what the market wants,” he explained. “Just because we can make it, doesn’t mean we should.”
When his flagship product was fully vetted, Jay used the data from his market research teams to discover what his target demographic would be willing to pay and then worked backwards, designing the economic model and price point first before building a compensation plan around it.
The Liberty Super Patch is the company’s hero product, but they’ve developed over thirteen different patches to address different needs and concerns from skin health to stress relief, immunity, weight loss and athletic performance, among others.
The result has provided Super Patch with the growth and adequate margin to continue scaling, reinvesting into the compensation plan and growing commissions during a time when many companies are shrinking.
“I know what the business can afford to pay,” he said. “Once we had 18 months’ worth of data, I found efficiencies for how to add more money into the compensation plan. We could do that because we had the data to make the analysis and do the right thing.”
Crowdsourcing Advertising Costs
Historically, direct sales companies haven’t invested heavily in traditional advertising. Mass media as a customer acquisition strategy builds consumer credibility and can be highly effective, but it typically carries a higher price tag than the multi-tier model can tolerate. For Jay, engineering a new solution was imperative if he was to follow his Procter & Gamble model.
The result was the CapX Platform, or crowd advertising. With this strategy, The Super Patch Company foots the bill for large-scale advertising, including a billboard in Times Square, television spots and an upcoming informercial featuring well-known celebrities. Independent distributors can buy “tokens,” the estimated marketing cost per customer, and then profit share in the lifetime sales of repurchases. Typically the price of these “tokens” ranges from $15 to $22.
This “tokenizing” of the marketing costs was a way for Jay to expand the product’s reach without stepping on the sales field’s territory. It also created a revenue stream for those who believe in the product but don’t feel equipped to sell.
“The CapX Platform was designed to help the field and the company work together and share in the lifetime value of the customer,” Jay explained. “Distributors don’t have half a million dollars a month to spend on mass media advertising, but together the company can buy the best media and then share the upsides with the field and leaders.”
Built to Last, Built to Grow
Jay’s strategy for growing The Super Patch Company is rooted in authenticity. “The secret to our culture is I didn’t buy any leadership. It’s all organic. We’ve got people making over $100,000 a month organically in 18 months. We’ve got the first three millionaires in the company.”
This commitment extends to his corporate team where strategic innovation is top of mind. “We have been able to hire the very best people in their field. Everyone on the corporate team has done startups, worked and led departments at $100-million-dollar and multi-billion-dollar companies. We understand what growth looks like. And when we bring all these things together, we can build products that resonate with the consumer and drive growth.”
As for the future, Jay expects limited competition. His proprietary technology is protected in 186 countries, and he has already devised a product roadmap for exactly which products will be dropping in the next five, eight, ten years. This continued innovation has given his company incredible momentum, reaching $60 million in revenue in 2023 with expectations to double that number in 2024.
“My goal over the next five years is to have five million customers globally. If only 20 percent of those customers are buying every month, we’ll have a $720 million a year business just from customer revenue. That’s scalable globally.”
From the January/February 2025 issue of Direct Selling News magazine.
