Catatonic is correct, filters play a huge roll in the cycle of the tank. The water runs over the filter pads, colonizing the bacteria. If you rely just on the substrate and decor, it will take longer.
The product cycle IME was worthless. I used it just as the bottle stated. It did nothing for me on any of my tanks. I used it on a 5, 10, 29, and the 55. This was before I found AA and got the truth that the product Hegan is peddling is worthless. You can't rely on everything that a company sells just because they sell a few products that work. They are still out to take your money. Here at AA, we don't make money off of our advice so it would be pointless to lie or mislead you. In fact, we try to save you money by telling you not to purchase the wasteful products. I don't trust the manufacturers farther than I can throw them.
Bio Spira is the only bacteria product I have found that works. I had to use it as an emergency set up for my 55 gal tank and it worked flawlessly. Within days it was cycled. I used that cycle product for months and it did nothing.