Hardware Podcasts

#73 In-Store Demos 101: Building a Successful Demo Program (+ Funky Mello)

The Startup CPG Podcast · 13 Dec 2022 · 1h 14m · Episode 50

What this episode covers

Bridget Aragon and David Heiser, co-founders of Grassroots Demos, explain how CPG brands can build successful in-store demo programs by focusing on hiring passionate brand ambassadors, rigorous training, and clear success metrics like engagement counts and sales. They discuss the operational complexities of managing demos, including retailer communication, sample sourcing logistics, and the decision to use a vendor versus an in-house team. The episode also features Delisa Harper, founder of Funky Mello, who shares her journey from farmers market Rice Krispy Treats to launching the world's first refrigerated plant-based marshmallow cream and scaling into major retailers like Sprouts and Whole Foods.

Most relevant to

early-stage companies and companies scaling up

Topics

Mentioned

Companies
Grassroots Demos, Sprouts, Whole Foods, Costco, Erewhon, Mothers, Jimbos, Central Market
Products
Funky Mello
Also
Kickstarter

Related episodes from other shows

Other shows on the same ground, closest first.

  • The Hardware Entrepreneur · 37m

    #034 - How next-generation retail looks like, with Vibhu Norby of b8ta, USA

    Vibhu Norby, co-founder of b8ta and former Nest engineer, explains how his company is reversing the decline of brick-and-mortar retail by treating stores as software-powered platforms for hardware brands. He details the conflict of interest between traditional retailers and brands, describing b8ta’s model where brands retain 100% of sales revenue while paying a subscription fee for access to b8ta’s data analytics and customer engagement tools. Norby discusses the critical importance of the 'demo-to-sale' conversion rate, the mistakes made during b8ta’s early validation phase, and the necessity of planning for rapid success to avoid operational bottlenecks.

    Retail, wholesale & distributionValidation & product-market fit
    8 chapters

  • How I Built This · 46m

    Advice Line with Jeni Britton of Jeni's Splendid Ice Creams

    Jeni Britton, founder of Jeni's Splendid Ice Creams and her new fiber company Floura, advises three early-stage founders on marketing, fundraising, and PR. Jesse Koenig of Jesse & Ben’s discusses how to market his healthy frozen fries to grocery buyers without relying solely on the 'seed oil' narrative. Casey White of Jaju Pierogi asks how to sustainably grow her dumpling brand to big-box retailers like Costco without losing control to outside venture capital. Callie Zeher of Ube.co seeks guidance on hiring a PR firm for her purple sweet potato pet treats while balancing her full-time science career.

    Pricing, margins & unit economicsFundraising & investors
    5 chapters

  • How I Built This · 51m

    Advice Line with Andrew Abraham of Orgain

    Orgain founder and CEO Andrew Abraham joins Guy Raz to advise three early-stage founders on product positioning and growth. Bryn Snyder of Slate Electric Flosser discusses her $79.99 electric flosser and strategies for simplifying complex oral health benefits for consumers. Turner Lewis of 4 Craft Cocktails, a radiologist launching golf-inspired canned cocktails, seeks advice on scaling distribution and finding value-add investors. Catherine Smart of Not Just Co, a pasta sauce brand in 240 Target stores, asks how to secure seed funding despite investor skepticism about her $1 million sales run rate.

    Marketing & brandFundraising & investors
    4 chapters

  • How I Built This · 50m

    Advice Line with Lara Merriken of LÄRABAR

    Lara Merriken, founder of LÄRABAR and co-founder of Anther, joins Guy Raz to advise three early-stage founders on scaling, retail strategy, and fundraising. Alison Rep of Joy Breeders seeks advice on maintaining brand authenticity while expanding into larger retail channels, with Lara and Guy suggesting she focus on product stability and specific retail placement rather than abstract brand values. Mariano Questam of Maax Brands struggles to enter major retail buyers' doors with his caffeinated gum, receiving advice to clarify his product's value proposition and target specific user tribes like athletes. Finally, Lauretta Nakocha of Lauretta British Ginger T asks how to fundraise as a solo founder, with suggestions to leverage her storytelling through crowdfunding and direct community asks.

    Retail, wholesale & distributionCrowdfunding & preorders
    5 chapters

  • How I Built This · 49m

    Advice Line with Sarah Kauss of S'well

    S'well founder Sarah Kauss joins Guy Raz to advise three early-stage founders on positioning and growth. She helps Chiara Moonzi of Chigi navigate grocery placement for a chickpea-based hot cereal, Jesús Rualcaba of Paper Tacos expand his Latino-inspired greeting cards beyond specialty stores, and Adam Barker of Bolt Skin and Shave determine his growth strategy for a razor brand targeting men who shave their legs.

    Retail, wholesale & distributionMarketing & brand
    4 chapters

The summary, chapters and topics are generated from the episode’s audio by this directory, not written by The Startup CPG Podcast. The episode itself belongs to its publisher.