The 5:15
An illustrative composite — not a real customer. We built these to describe who this product is for.
Marcus · 24 · analyst · New York
The alarm is 4:55. Not because he's disciplined about mornings — because it's the only ninety minutes of the day nobody else has a claim on.
He lifts at 5:15 in a basement gym on the way to the office. Push day, mostly. Then a shower, a train, and a desk by 7:30 where he is expected to be numerate and awake for the next eleven hours. On Saturdays he runs, badly, and is getting less bad.
Here is his actual problem, and it isn't the training. It's that the products built for the 5:15 session are dosed by someone who assumes the rest of his day is a nap. Three hundred milligrams of caffeine at five in the morning is a decision that gets settled up somewhere around two in the afternoon, in a meeting, badly.
So he under-doses a scoop. Half a scoop, sometimes a third, which means he has no idea what he's actually taking — he's just guessing downward and hoping.
He also trains fasted, because eating at 4:55 is not a thing he is willing to do. Which means the session runs on whatever was left from dinner.
What he needs from a label: the real number, printed, so he can decide instead of guess. And fuel that arrives before the work does.