Founder Feature: Matt Jacobs and Kristen Doyle of Pedestrian Project
Matt Jacobs and Kristen Hogan Doyle, co-founders of Pedestrian Project, discuss modernizing the foot care category with clean, efficacious products like Walker's Cream and Cracked Heel Repair. They detail their 12-16 month product development process, involving podiatrist partnerships and rigorous testing, to create salt soaks, balms, and upcoming insoles. The founders explain their bootstrapped, direct-to-consumer strategy, leveraging content creation, sampling, and affiliate marketing to educate consumers and drive repeat purchases while navigating supply chain challenges and a shrinking fundraising market.