# 094: How New Startup Products Get Into Big Retailers

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2021-09-22
- Length: 21m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2021-09-22-094-how-new-startup-products-get-into-big-retailers
- Listen: https://productstartup.com/

## Summary

Yohan Jacob, Founder and President of RetailBound, explains how emerging hardware brands can secure placement in major retailers like Best Buy and Walmart. He outlines the critical differences between institutional retail and marketplaces, emphasizing that retailers look for unique products, sufficient capitalization, and responsive teams. Jacob details the three key metrics buyers evaluate: revenue/profitability, past sales history, and marketing plans to drive awareness. He also stresses that getting into retail is just the beginning, requiring aggressive post-sale marketing to ensure sell-through and long-term success.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2021-09-22-094-how-new-startup-products-get-into-big-retailers#t=0) Introduction: Yohan Jacob and RetailBound
- [3:34](https://hardwarepodcasts.com/podcast/product-startup/2021-09-22-094-how-new-startup-products-get-into-big-retailers#t=214) Retailers vs. Marketplaces: Brand Legitimacy and Control
- [5:36](https://hardwarepodcasts.com/podcast/product-startup/2021-09-22-094-how-new-startup-products-get-into-big-retailers#t=336) The Three KPIs Retail Buyers Evaluate
- [6:40](https://hardwarepodcasts.com/podcast/product-startup/2021-09-22-094-how-new-startup-products-get-into-big-retailers#t=400) The Importance of Past Sales History and Reviews
- [10:03](https://hardwarepodcasts.com/podcast/product-startup/2021-09-22-094-how-new-startup-products-get-into-big-retailers#t=603) Marketing Plans and Post-Sale Support
- [14:34](https://hardwarepodcasts.com/podcast/product-startup/2021-09-22-094-how-new-startup-products-get-into-big-retailers#t=874) RetailBound's Role in Vetting and Scaling Brands

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

companies scaling up

## Mentioned

- RetailBound (company)
- Best Buy (company)
- Walmart (company)
- Amazon (company)
- Sears (company)
- Office Max (company)
- Target (company)
- Mako Design + Invent (company)

## Related episodes from other shows

- [T-25-006 : Yohan Jacob - Consumer Electronics Buyer to Retail Channel Product Launcher](https://hardwarepodcasts.com/podcast/tradeoffs/2025-01-07-t-25-006-yohan-jacob-consumer-electronics-buyer-to-retail-channel-product-launch) (TRADEOFFS)
- [#020 - Executing lean and agile retail growth for your startup or SME, with Benjamin Ertl of Retailbound, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-04-05-020-executing-lean-and-agile-retail-growth-for-your-startup-or-sme-with-benjamin) (The Hardware Entrepreneur)
- [#047 - RERUN - How next-generation retail looks like, with Vibhu Norby of b8ta, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2018-01-31-047-rerun-how-next-generation-retail-looks-like-with-vibhu-norby-of-b8ta-usa) (The Hardware Entrepreneur)
- [Opportunity Knocks: Get Direct Access to Top Retailers](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-04-26-opportunity-knocks-get-direct-access-to-top-retailers) (The Startup CPG Podcast)
- [#034 - How next-generation retail looks like, with Vibhu Norby of b8ta, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-08-02-034-how-next-generation-retail-looks-like-with-vibhu-norby-of-b8ta-usa) (The Hardware Entrepreneur)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/product-startup/2021-09-22-094-how-new-startup-products-get-into-big-retailers. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Product Startup.