# #020 - Executing lean and agile retail growth for your startup or SME, with Benjamin Ertl of Retailbound, USA

- Show: [The Hardware Entrepreneur](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur)
- Published: 2017-04-05
- Length: 25m
- Page: https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-04-05-020-executing-lean-and-agile-retail-growth-for-your-startup-or-sme-with-benjamin
- Listen: https://traffic.libsyn.com/secure/thehardwareentrepreneur/020.mp3

## Summary

Benjamin Ertl, Director of Business Development at Retailbound, explains how his company acts as an outsourced retail team for hardware startups, managing 'sell-through' and channel management to keep products on shelves. He details Retailbound's 'Managed Retail Marketing' service, which costs $800 a week plus commissions, helping international clients navigate complex retail environments without hiring full-time staff. Ertl advises startups to adopt a 'slow burn strategy,' focusing on online channels and specialty retailers first to build sales history before pursuing big-box stores like Best Buy or Walmart. He also discusses the importance of retail coaching for early-stage companies and the cultural adaptations required when working with global clients from regions like Russia, Hong Kong, and Germany.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-04-05-020-executing-lean-and-agile-retail-growth-for-your-startup-or-sme-with-benjamin#t=0) Introduction: Benjamin Ertl and Retailbound
- [2:02](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-04-05-020-executing-lean-and-agile-retail-growth-for-your-startup-or-sme-with-benjamin#t=122) How Retail Works for Hardware Startups
- [4:09](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-04-05-020-executing-lean-and-agile-retail-growth-for-your-startup-or-sme-with-benjamin#t=249) Retailbound's Value Add: Sell-Through and Channel Management
- [5:13](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-04-05-020-executing-lean-and-agile-retail-growth-for-your-startup-or-sme-with-benjamin#t=313) Acting as an Outsourced Retail Team for International Clients
- [8:46](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-04-05-020-executing-lean-and-agile-retail-growth-for-your-startup-or-sme-with-benjamin#t=526) Benjamin Ertl's Journey: From Internship to Business Development
- [11:13](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-04-05-020-executing-lean-and-agile-retail-growth-for-your-startup-or-sme-with-benjamin#t=673) Retailbound's Business Model: Managed Retail Marketing and Pricing
- [14:44](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-04-05-020-executing-lean-and-agile-retail-growth-for-your-startup-or-sme-with-benjamin#t=884) The Future of Retail: Transparency and Startup Partnerships
- [17:11](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-04-05-020-executing-lean-and-agile-retail-growth-for-your-startup-or-sme-with-benjamin#t=1031) Distribution Strategy: The 'Slow Burn' Approach for Startups
- [18:55](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-04-05-020-executing-lean-and-agile-retail-growth-for-your-startup-or-sme-with-benjamin#t=1135) Personal Advice, Books, and Habits

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [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

- Retailbound (company)
- Best Buy (company)
- Walmart (company)
- Target (company)
- Indiegogo (other)
- Amazon (company)
- Tools of the Titans (other)
- The 4-Hour Workweek (other)

## Related episodes from other shows

- [183: Getting a New Hardware Product into Retail Stores](https://hardwarepodcasts.com/podcast/product-startup/2023-07-07-183-getting-a-new-hardware-product-into-retail-stores) (Product Startup)
- [111: Selling & Growing Your Product at Retail Stores](https://hardwarepodcasts.com/podcast/product-startup/2022-01-26-111-selling-growing-your-product-at-retail-stores) (Product Startup)
- [094: How New Startup Products Get Into Big Retailers](https://hardwarepodcasts.com/podcast/product-startup/2021-09-22-094-how-new-startup-products-get-into-big-retailers) (Product Startup)
- [Bonus: Getting Into Retail & Tips from a Buyer](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-12-30-bonus-getting-into-retail-tips-from-a-buyer) (The Startup CPG Podcast)
- [156: The Evolution of Sales Channels for Hardware Products](https://hardwarepodcasts.com/podcast/product-startup/2022-12-30-156-the-evolution-of-sales-channels-for-hardware-products) (Product Startup)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to 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 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 The Hardware Entrepreneur.