# Thrive Market: Nick Green

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2024-08-12
- Length: 54m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2024-08-12-thrive-market-nick-green

## Summary

Nick Green, co-founder and CEO of Thrive Market, explains how he pivoted from selling his SAT prep company to building an online grocery marketplace after being rejected by dozens of VCs. He details the critical decision to raise seed capital from health bloggers and influencers like Mark Sisson and Wellness Mama, which allowed the company to maintain its mission-driven values. Green also discusses the operational challenges of scaling, including a failed tech build, the mistake of offering free coconut oil to acquire members, and the eventual path to profitability through private label products and sustainable operations.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-08-12-thrive-market-nick-green#t=0) Introduction: Nick Green and Thrive Market
- [3:55](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-08-12-thrive-market-nick-green#t=235) From SAT Prep to Thrive Market
- [22:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-08-12-thrive-market-nick-green#t=1320) Building the Tech Platform and Hiring a CTO
- [27:11](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-08-12-thrive-market-nick-green#t=1631) Raising Seed Capital from Influencers
- [35:36](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-08-12-thrive-market-nick-green#t=2136) Launch, Growth, and the Coconut Oil Mistake
- [48:08](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-08-12-thrive-market-nick-green#t=2888) Scaling Operations and Achieving Profitability

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Thrive Market (company)
- Whole Foods (company)
- Costco (company)
- Revolution Prep (company)
- Primal Kitchen (company)
- Wellness Mama (product)
- The Paleo Manifesto (product)
- Kirkland (product)
- Fruit Circles (product)

## Related episodes from other shows

- [#142 - Buyer Spotlight: Christine McNerney and Jason Bidart, Thrive Market](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-05-14-142-buyer-spotlight-christine-mcnerney-and-jason-bidart-thrive-market) (The Startup CPG Podcast)
- [#169 - "How to Take Advice" with Nikhil Arora](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-11-12-169-how-to-take-advice-with-nikhil-arora) (The Startup CPG Podcast)
- [#59 Welcome to the Oat Haus! Celebrity Collaboration, Sprouts Launch, and Mental Health with Ali Bonar](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-08-30-59-welcome-to-the-oat-haus-celebrity-collaboration-sprouts-launch-and-mental-hea) (The Startup CPG Podcast)
- [Founder Feature: Nikki Seaman of Freestyle Snacks](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-01-10-founder-feature-nikki-seaman-of-freestyle-snacks) (The Startup CPG Podcast)
- [Dip Into Paradise with Founder Emily Edwards](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-03-01-dip-into-paradise-with-founder-emily-edwards) (The Startup CPG Podcast)

## Citing this page

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