# Advice Line with Steve Case of AOL

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2024-12-19
- Length: 45m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2024-12-19-advice-line-with-steve-case-of-aol

## Summary

AOL co-founder Steve Case joins Guy Raz to advise three early-stage founders: Silvia Viera of Coexist, Mindy Horowitz of mindyKNOWS, and Jason Levi of Kidenza. The founders discuss challenges in customer acquisition, targeting specific demographics like men, parents, and grandparents, and converting interest into sales for their respective apps, services, and physical products. Case offers strategic advice on differentiation, virality, and the importance of perseverance in building a business.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-12-19-advice-line-with-steve-case-of-aol#t=0) Introduction: Steve Case and the Advice Line format
- [6:49](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-12-19-advice-line-with-steve-case-of-aol#t=409) Silvia Viera and Coexist: Engaging men with homelife management
- [18:47](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-12-19-advice-line-with-steve-case-of-aol#t=1127) Mindy Horowitz and mindyKNOWS: Acquiring college parents
- [31:40](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-12-19-advice-line-with-steve-case-of-aol#t=1900) Jason Levi and Kidenza: Converting grandparents to customers
- [41:08](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-12-19-advice-line-with-steve-case-of-aol#t=2468) Steve Case on perseverance and building big ideas

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- AOL (company)
- Coexist (product)
- mindyKNOWS (product)
- Kidenza (product)
- Revolution (company)
- Asana (tool)
- BetterHelp (company)
- FairPlay Policy Institute (company)

## Related episodes from other shows

- [#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)
- [#175 - E-Comm Wizards:  David Fudge of Aplós](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-12-24-175-e-comm-wizards-david-fudge-of-aplos) (The Startup CPG Podcast)
- [Investor Spotlight: Consumer Psychology, Channel Strategy, and What Actually Makes Brands Win — David Bell, Idea Farm Ventures](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-06-13-investor-spotlight-consumer-psychology-channel-strategy-and-what-actually-makes) (The Startup CPG Podcast)
- [#208 - Fundraising Reflections with David Fudge (Aplós) and Amanda Amos (Collaborative Fund)](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-08-05-208-fundraising-reflections-with-david-fudge-aplos-and-amanda-amos-collaborative) (The Startup CPG Podcast)
- [#100 Toasting to 100 Episodes of The Startup CPG Podcast with Our Favorite Moments](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-07-25-100-toasting-to-100-episodes-of-the-startup-cpg-podcast-with-our-favorite-moment) (The Startup CPG Podcast)

## Citing this page

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