# #75 Behind the Scenes of Equity Crowdfunding with tbh (+ Popadelics)

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2023-01-10
- Length: 1h 03m
- Episode: 52
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-01-10-75-behind-the-scenes-of-equity-crowdfunding-with-tbh-popadelics
- Listen: https://share.transistor.fm/s/8f385d35

## Summary

Elena Guberman, co-CEO of tbh (co-founded by Noah Schnapp), details their successful equity crowdfunding campaign on Republic, which raised over $450,000 from 550+ investors with a $50 minimum. She explains the rigorous due diligence process, the strategic decision to democratize investing for Gen Z fans, and the operational challenges of scaling from digital-native to retail. The episode also features a mini-interview with Marilyn, founder of Popadelics, who discusses her vacuum-fried mushroom chip product, the R&D partnership with Rodeo CPG, and plans for nationwide retail expansion.

## Chapters

- [0:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-01-10-75-behind-the-scenes-of-equity-crowdfunding-with-tbh-popadelics#t=3) Introduction and tbh Brand Overview
- [11:28](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-01-10-75-behind-the-scenes-of-equity-crowdfunding-with-tbh-popadelics#t=688) Equity Crowdfunding Strategy and Education
- [14:53](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-01-10-75-behind-the-scenes-of-equity-crowdfunding-with-tbh-popadelics#t=893) Due Diligence and Platform Selection
- [17:19](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-01-10-75-behind-the-scenes-of-equity-crowdfunding-with-tbh-popadelics#t=1039) Campaign Launch and Marketing Tactics
- [28:30](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-01-10-75-behind-the-scenes-of-equity-crowdfunding-with-tbh-popadelics#t=1710) Collaboration with Chubby Snacks
- [34:38](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-01-10-75-behind-the-scenes-of-equity-crowdfunding-with-tbh-popadelics#t=2078) Celebrity Co-Founder Dynamics
- [42:24](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-01-10-75-behind-the-scenes-of-equity-crowdfunding-with-tbh-popadelics#t=2544) Popadelics Product and R&D Story
- [58:50](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-01-10-75-behind-the-scenes-of-equity-crowdfunding-with-tbh-popadelics#t=3530) Popadelics Retail Expansion and Future

## Topics

- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)

## Most relevant to

early-stage companies

## Mentioned

- tbh (product)
- Republic (tool)
- Noah Schnapp (other)
- Chubby Snacks (company)
- Popadelics (product)
- Rodeo CPG (company)
- TERRA (product)

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- [Pipcorn: Jennifer and Jeff Martin](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-26-pipcorn-jennifer-and-jeff-martin) (How I Built This)
- [Perfect Snacks: Bill and Leigh Keith](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-06-09-perfect-snacks-bill-and-leigh-keith) (How I Built This)
- [nutpods: Madeline Haydon](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-13-nutpods-madeline-haydon) (How I Built This)
- [Advice Line with Perry Chen of Kickstarter](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-06-12-advice-line-with-perry-chen-of-kickstarter) (How I Built This)
- [Exploding Kittens: Elan Lee. How cat-themed Russian Roulette changed game night forever](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-12-22-exploding-kittens-elan-lee-how-cat-themed-russian-roulette-changed-game-night-fo) (How I Built This)

## Citing this page

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