# Advice Line with Alexa Hirschfeld of Paperless Post

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2026-02-26
- Length: 41m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2026-02-26-advice-line-with-alexa-hirschfeld-of-paperless-post

## Summary

Alexa Hirschfeld, co-founder of Paperless Post, joins Guy Raz to advise three early-stage founders on scaling challenges. Jess Walker of 5.post discusses structuring a collaboration with Sweet Paws for pet sympathy cards and whether to maintain a combined brand or spin off a standalone identity. Caroline Hareski of The Creative Garland Company seeks advice on transitioning from handmade production to outsourcing or hiring, while Sayuri Tsuchitani of Sumo Yoga asks how to educate a national audience about her unique tatami yoga mats and brand concept.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-02-26-advice-line-with-alexa-hirschfeld-of-paperless-post#t=0) Introduction: Alexa Hirschfeld and Paperless Post
- [6:06](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-02-26-advice-line-with-alexa-hirschfeld-of-paperless-post#t=366) Jess Walker of 5.post on Branding and IP Strategy
- [19:37](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-02-26-advice-line-with-alexa-hirschfeld-of-paperless-post#t=1177) Caroline Hareski of The Creative Garland Company on Production Scaling
- [29:57](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-02-26-advice-line-with-alexa-hirschfeld-of-paperless-post#t=1797) Sayuri Tsuchitani of Sumo Yoga on Product Education and Marketing
- [40:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-02-26-advice-line-with-alexa-hirschfeld-of-paperless-post#t=2401) Alexa Hirschfeld on Founder Focus and Resilience

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Intellectual property](https://hardwarepodcasts.com/topic/intellectual-property)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

founders before launch, early-stage companies, companies scaling up

## Mentioned

- Paperless Post (company)
- 5.post (company)
- Sweet Paws (company)
- The Creative Garland Company (company)
- Sumo Yoga (company)
- Chewy (company)
- Walmart (company)
- Petco (company)
- Martha Stewart (company)
- U.S. Bank (company)

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## Citing this page

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