# 139: How to Scale Your Physical Product in Retail Stores

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2022-08-31
- Length: 23m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2022-08-31-139-how-to-scale-your-physical-product-in-retail-stores
- Listen: https://productstartup.com/

## Summary

Marc Inkol, President of Explorer Research, explains how startups can scale physical products in retail by focusing on a clear, simple selling proposition rather than feature creep. He details how consumers only view 15% of a shelf and spend less than two seconds on a package, requiring brands to communicate who they are, what they sell, and why it's better in five or six words. Inkol emphasizes that packaging must leverage color, shape, and size to capture attention, while the product itself must deliver on a primary need state to drive repeat purchases and retailer confidence.

## Chapters

- [0:47](https://hardwarepodcasts.com/podcast/product-startup/2022-08-31-139-how-to-scale-your-physical-product-in-retail-stores#t=47) Introduction: Marc Inkol and Explorer Research
- [2:00](https://hardwarepodcasts.com/podcast/product-startup/2022-08-31-139-how-to-scale-your-physical-product-in-retail-stores#t=120) Marc Inkol's Background: From Kraft to Entrepreneurship
- [5:30](https://hardwarepodcasts.com/podcast/product-startup/2022-08-31-139-how-to-scale-your-physical-product-in-retail-stores#t=330) Consumer Power and the Problem with Feature Creep
- [8:26](https://hardwarepodcasts.com/podcast/product-startup/2022-08-31-139-how-to-scale-your-physical-product-in-retail-stores#t=506) Shelf Visibility: 15% Viewed, 2 Seconds to Decide
- [11:06](https://hardwarepodcasts.com/podcast/product-startup/2022-08-31-139-how-to-scale-your-physical-product-in-retail-stores#t=666) The Rule of Three: Brand, Category, and Differentiation
- [13:23](https://hardwarepodcasts.com/podcast/product-startup/2022-08-31-139-how-to-scale-your-physical-product-in-retail-stores#t=803) Packaging Strategy: Color, Shape, and Size
- [15:10](https://hardwarepodcasts.com/podcast/product-startup/2022-08-31-139-how-to-scale-your-physical-product-in-retail-stores#t=910) Retailer Perspective: Supply Chain and Profitability
- [19:08](https://hardwarepodcasts.com/podcast/product-startup/2022-08-31-139-how-to-scale-your-physical-product-in-retail-stores#t=1148) The 10-Second Test and Scaling in Retail

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Explorer Research (company)
- Walmart (company)
- Kraft (company)
- Google (company)
- Pepsi (company)
- Unilever (company)
- Maple Leaf (company)
- CVS (company)
- Target (company)
- Loblaws (company)
- Metro (company)
- Shoppers Drugmark (company)
- Best Buy (company)
- Shark Tank (other)
- Mako Design + Invent (company)

## Related episodes from other shows

- [150 - Packaging and brand design with some ancient philosophy w/Siena Dexter from Smashbrand](https://hardwarepodcasts.com/podcast/people-of-packaging/2022-09-13-150-packaging-and-brand-design-with-some-ancient-philosophy-w-siena-dexter-from) (People of Packaging)
- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [Advice Line with Pete Maldonado of Chomps](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-02-advice-line-with-pete-maldonado-of-chomps) (How I Built This)
- [Advice Line with Scott Tannen of Boll & Branch and Jamie Siminoff of Ring (2025)](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-10-01-advice-line-with-scott-tannen-of-boll-branch-and-jamie-siminoff-of-ring-2025) (How I Built This)
- [#260 - Packaging Changes as you Grow with Evie's Snacks and Belmark](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-08-04-260-packaging-changes-as-you-grow-with-evies-snacks-and-belmark) (The Startup CPG Podcast)

## Citing this page

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