The Wall Street Journal May, 21st 2012

HOW I THOUGHT OF IT
Sleep Is Better Than Sex

By Elizabeth Garone

Sometimes the best ideas for a business come when you're trying to start another business entirely.

That's what happened to Danny Rinaldi, founder of Harmonix LLC in Atlanta. In March 2010, Mr. Rinaldi was thinking about creating an alcoholic variation on energy drinks like Red Bull. The product would promise to enhance libido. But, Mr. Rinaldi says, as his team looked into the idea, they found something unexpected: Sleep appeared to be the key to increasing women's libido.

In focus groups, the researchers started asking women, "Would you rather have better sex, or would you rather have a better night's sleep?" All of them responded they would rather have a better night's sleep, says the 52-year-old Mr. Rinaldi. The results got him thinking. He himself had trouble falling asleep due to jet lag from international travel, and then found it hard to stay awake during the day. He decided to scrap his plans and develop an herbal supplement that helps people get to sleep.

The company dubbed it Sleep Formula 39, after the version of the concoction that worked the best. In its first three months of sales, Sleep Formula 39 was the top-selling nonprescription sleep aid in its test market, according to SymphonyIRI Group, a market-research company Mr. Rinaldi hired. GNC is selling the product on its website, and Mr. Rinaldi says he's in talks with a number of drugstore chains to take distribution national.

Atlanta Business News 3:26 p.m. Thursday, May 3, 2012

Norcross entrepreneur hoping U.S. wakes up to his sleep aid

By David Markiewicz

The Atlanta Journal-Constitution

A Norcross entrepreneur hopes to hit it big in the sleep aid market in the way 5-hour Energy did in the stimulant market.
He's even mimicked that popular drink's uniquely shaped 2-ounce bottle for his packaging.

Sleep Formula 39 is billed as a non-prescription sleep drink with all-natural ingredients proven to work in clinical trials.

Founder Danny Rinaldi, 53, is betting that the clinical trials will differentiate his offering from other over-the-counter sleep products. Those tests showed users slept longer, tossed and turned less, and fell asleep faster, according to the product's label.

That would be welcome news to the sleep-starved. The non-profit National Sleep Foundation says 48 percent of Americans report occasional insomnia, and 22 percent say they experience insomnia every night, or almost every night.

That makes for a huge market, with products ranging from prescription medicines like Ambien and Lunesta to over-the-counter aids like Sominex.

Sleep Formula 39, Rinaldi said, is special. While ingredients like melatonin are widely available, his blend of 12 ingredients in liquid form is not. It also contains no antihistamines, so users won't wake up groggy. A two-bottle pack sells for $5.49.

Sleep Formula 39 got a marketing boost recently when National Sleep Foundation chairman Russell Rosenberg hired on as scientific adviser.

Rosenberg said that among comparable sleep aids, "It's the only one I know of that has some scientific data to support its [claims of] efficacy."

Nancy Collop, a physician and director of the Emory Sleep Center, said that while such sleep aids are "probably OK for short term use, if it's more of a chronic issue they should talk to their doctor."

Rinaldi got the idea to create a sleep aid because of his own issues. He found it hard to sleep after long business trips overseas so he began to take various combinations of sleep remedies. "I couldn't find a healthy product that worked for me," he said.

Finally, he came up with a mix he liked after 38 iterations; hence, the name Sleep Formula 39.

He had the product formulated and packaged, test-marketed it and pitched it to retailers. It can be found in stores ranging from CVS to convenience shops and Rinaldi said he has deals to be in thousands more outlets by fall.

Rinaldi sees big opportunity and he has a role model to exploit it.
The question, he said, is: "How I could make this into the 5-hour Energy of sleep."

11.15.11

Sleep Formula 39™ Debuts as Top Selling Natural Sleep Aid in Atlanta

ATLANTA, Nov. 15, 2011 /PRNewswire/ -- Just three months after it launched in nearly 300 stores, Sleep Formula 39™ is the number one selling non-prescription sleep aid in metro Atlanta, according to data from SymphonyIRI Group.

The drug-free, over-the-counter sleep aid with natural ingredients - proven in testing to help users sleep longer, better and faster - finished the test period ending October 31 as the number one seller among all liquid sleep aids, with more than five times the sales of its closest competitor.  Sleep Formula 39 also ranked at or near the top in several other categories, including number one in branded units sales of all non-prescription sleep aids and in dollar sales per point of distribution.

"Everyone we talked to during the test period said that Sleep Formula 39 delivers a solution to a common and wide spread problem in a way that's easy and effective for consumers," said Danny Rinaldi, CEO and founder of Atlanta-based Harmonix.  "These sales results validate our belief that people are looking for a natural, simple resolution to their sleep issues, and that our marketing and outreach efforts have been on target."  

Sleep Formula 39 has been available only since August in metro area CVS stores, and more recently in select GNC, RaceTrac and Rite Aid locations, as well as online at gnc.com.  The data from SymphonyIRI, a market research company which provides Fortune 500 clients with consumer, shopper, and retail market intelligence and analysis focused on the consumer packaged goods industry, prove that Harmonix can compete with the established names in the sleep aid category as the company plans its 2012 sales and marketing strategies.

Available in twin packs of two oz. single serving bottles, Sleep Formula 39 can help improve the onset, quality and duration of sleep.  Sleep Formula 39 is made with a proprietary combination of sleep ingredients – including 5-HTP, melatonin, GABA and L-Tryptophan – which help you fall asleep, stay asleep and avoid morning grogginess.

About Harmonix, LLC: Harmonix, LLC, makes Sleep Formula 39™, the first non-prescription sleep aid available in retail with natural ingredients proven in testing to provide a better night's sleep.  A single two oz. liquid bottle (one dose) helps three out of four people sleep longer, fall asleep faster, and experience less tossing and turning during the night, for a better quality of sleep.  The product contains no sugar, no salt and no carbs.  It is also drug-free and contains no antihistamines, so it is non-addicting and there are no demonstrated side-effects.  Visit www.sleepformula39.com or www.facebook.com/sleepformula39 to learn more or find the retailer nearest you.

SOURCE Harmonix, LLC

 

News Releases

11.1.11

Keep the Time Change From Disrupting Your Rest With Sleep Formula 39™

ATLANTA, Nov. 1, 2011 /PRNewswire/ -- Daylight Saving Time comes to an end on Sunday, Nov. 6, and adjusting the clock will also mean altering sleep patterns. Sixty percent of Americans say that they experience a sleep problem every night or almost every night, according to the National Sleep Foundation's 2011 Sleep in America poll, and for those individuals the time change can further disrupt irregular sleep.  

This season, fall back into bed for not only an extra hour, but stay asleep longer and get a better night of quality sleep with Harmonix Sleep Formula 39™ -- the new non-prescription sleep aid with natural sleep ingredients proven to work in clinical trials.  Sleep Formula 39 is available at all metro Atlanta CVS stores, as well as select Rite Aid, RaceTrac and GNC stores and online at GNC.com.

"Millions of people struggle with sleep, and I used to be one of them.  I know how frustrating it can be when lack of sleep influences day-to-day life -- people become anxious about upcoming events and that could affect their sleep patterns," said Danny Rinaldi, founder and CEO of Atlanta-based Harmonix, LLC.  "The time change impacts our circadian rhythms -- the body's natural cycle, making it difficult for many of us to fall or stay asleep."

Harmonix Sleep Formula 39 is clinically-proven to help improve the onset, quality and duration of sleep.  Sleep Formula 39 is a blend of ingredients that act organically with the brain to induce a natural sleep.  Testing showed three out of four people who used the product slept longer, seventy-one percent spent less time tossing and turning, and more than half reported that they fell asleep faster.  

"I created this product to help everyone, even those who don't regularly struggle with sleep but simply need a good night of rest.  Sleep Formula 39 is the answer for people affected by the time change, and will give users the opportunity to not only gain an extra hour, but an entire night of quality sleep," said Rinaldi.

About Harmonix, LLC: Harmonix, LLC, makes Sleep Formula 39™, the first non-prescription sleep aid, with natural ingredients, proven in testing to provide a better night's sleep.  A single 2 oz. liquid bottle (one dose) helps three out of four people sleep longer, fall asleep faster, and experience less tossing and turning during the night, for a better quality of sleep.  The product contains no sugar, no salt and no carbs.  It is also drug-free and contains no antihistamines, so it is non-addicting and there are no demonstrated side-effects.  Visit www.sleepformula39.com or www.facebook.com/sleepformula39 to learn more or find the retailer nearest you.

SOURCE Harmonix, LLC

 

News Releases

ATLANTA, Sept. 21, 2011 /PRNewswire/ -- If sleeping with a pop culture icon is on your bucket list, Harmonix Sleep Formula 39™ — metro Atlantans' new ally in the quest for rest — is ready to make your dreams come true.

Stop by Lenox Square each weekend through October 9 for an opportunity to "Sleep with the Stars" — and have your picture taken on the Sleep Formula 39 Bed with celebrity look-alikes such as Marilyn Monroe, Elvis Presley, George Clooney, Diana Ross, Cher and Michael Jackson.

The Sleep Formula 39 team will also be on hand at the set outside Bloomingdale's with coupons and product samples.  The event will run noon to 6 p.m. on Saturdays, Sept. 24, Oct. 1 and Oct. 8 and noon to 5 p.m. on Sundays Sept. 25, Oct. 2 and Oct. 9.

Sleep Formula 39 is the only non-prescription sleep aid with natural sleep ingredients proven to work in clinical trials.  Available in twin packs of 2 oz. single serving bottles at all metro Atlanta area CVS/pharmacy stores, select local GNC and Rite Aid stores – and everywhere at gnc.com – Sleep Formula 39 can help improve the onset, quality and duration of sleep.  Clinical tests showed three out of four people who used the product slept longer.  Seventy-one percent spent less time tossing and turning, and more than half reported that they fell asleep faster.

"Our mission is to help every Atlantan sleep better at night, and we want them to know that Sleep Formula 39 is there to help them," said Danny Rinaldi, founder and CEO of Atlanta-based Harmonix, LLC.  "These 'Sleep with the Stars' events give us a chance to introduce people to Sleep Formula 39 ― while having a little fun, too."

Sixty percent of Americans say that they experience a sleep problem every night or almost every night, according to the National Sleep Foundation's 2011 Sleep in America poll.  While some people have turned to prescription drugs that can build dependency and tolerance, many more are seeking unproven over-the-counter remedies or take nothing at all, and suffer the consequences.

For more information, visit www.sleepformula39.com or the Sleep Formula 39 Facebook page.  For event location information, visit www.simon.com

About Harmonix, LLC: Harmonix, LLC, makes Sleep Formula 39™, the only non-prescription sleep aid, with natural ingredients, proven in testing to provide a better night's sleep.  A single 2 oz. liquid bottle (one dose) helps three out of four people sleep longer, fall asleep faster, and experience less tossing and turning during the night, for a better quality of sleep.  The product contains no sugar, no salt and no carbs so it can be taken safely by almost everyone, without interaction or side-effects.  Visit www.sleepformula39.com or www.facebook.com/sleepformula39 to learn more or find the retailer nearest you.

SOURCE  Harmonix, LLC

 

News Releases

ATLANTA, Sept. 6, 2011 /PRNewswire/ -- Metro Atlantans have a new ally in the quest for rest with today's launch of Harmonix Sleep Formula 39™ ― the only non-prescription sleep aid with all-natural sleep ingredients proven to work in clinical trials.

Available in twin packs of 2 oz. single serving bottles at all metro Atlanta area CVS/pharmacy stores, select local GNC and Rite Aid stores – and everywhere at gnc.com – Sleep Formula 39 can help improve the onset, quality and duration of sleep.  Clinical tests showed three out of four people who used the product slept longer.  Seventy-one percent spent less time tossing and turning, and more than half reported that they fell asleep faster.

Danny Rinaldi, founder and CEO of Atlanta-based Harmonix, LLC, believes the stresses that come with living in his company's hometown make it ideal for the product debut.  "Atlantans are constantly trying to juggle work and family, navigate traffic and deal with the negative effects of being tethered to their smart phones every minute of the day.  Clearly, their bodies can use a little help from mother nature to get the rest they need."

Sixty percent of Americans say that they experience a sleep problem every night or almost every night, according to the National Sleep Foundation's 2011 Sleep in America poll.  While some people have turned to prescription drugs that can build dependency and tolerance, many more are seeking unproven over-the-counter remedies or take nothing at all, and suffer the consequences.

Sleep Formula 39 is made with a proprietary combination of sleep ingredients – including 5-HTP, melatonin, GABA and L-Tryptophan – which help you fall asleep, stay asleep and avoid morning grogginess.  It can promise no drugs, no antihistamines, no hangover effect, and no sugar, salt or carbs.  And it's not habit forming.

"Millions of adults are affected by sleep issues, and those issues can have a severe impact on their day-to-day lives," said Robert J. Albin, M.D., F.C.C.P., F.A.A.S.M., of the Atlanta Pulmonary Group Center for Sleep Disorders. "They want to sleep naturally, and are looking for the right non-prescription option.  Products offering this alternative hold an important place in the sleep marketplace." 

To find a location near you, visit www.harmonixsleep.com/where-to-buy.html or buy online at www.gnc.com.

About Harmonix, LLC: Harmonix, LLC, makes Sleep Formula 39™, the only non-prescription sleep aid, with all-natural ingredients, proven in testing to provide a better night's sleep.  A single 2 oz. liquid bottle (one dose) helps three out of four people sleep longer, fall asleep faster, and experience less tossing and turning during the night, for a better quality of sleep.  The product contains no sugar, no salt and no carbs so it can be taken safely by almost everyone, without interaction or side-effects.  Visit www.harmonixsleep.com or www.facebook.com/sleepformula39 to learn more or find the retailer nearest you.

SOURCE Harmonix, LLC

 

News Releases

ATLANTA, Aug. 17, 2011 /PRNewswire/ -- Harmonix LLC, maker of Sleep Formula 39™ – the new and only non-prescription sleep aid, with all-natural ingredients, proven in testing to provide a better night's sleep – has selected GolinHarris and Vitrue for the product's debut. 

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