The Startup CPG Podcast · 30 Dec 2023 · 55m · Episode 5
Paul Voge, co-founder of Aura Bora, and Clara Paye, founder of Unite, discuss their distinct paths to retail with Mitch Orland, a buyer at Earth Fare. Paul explains his strategy of starting with local direct store delivery to 50 stores before securing national natural distributors, while Clara details her rapid launch into 850 Walmart stores by leveraging a local data story and strong logistics. Mitch Orland provides the buyer's perspective, emphasizing the importance of differentiation, packaging, and building personal relationships to get noticed by retailers like Earth Fare.
early-stage companies and companies scaling up
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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.
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.
Yohan Jacob, founder of RetailBound, explains how emerging hardware brands can scale sales after securing retail placement with major chains like Walmart, Best Buy, and Costco. He outlines three critical KPIs for buyers—top-line revenue, profit, and inventory turns—and details strategies to drive them, including marketing, sales associate training, and planogram compliance. Jacob emphasizes that early-stage companies should prioritize revenue growth and market share over immediate profitability, leveraging local PR and 'guerrilla marketing' to build momentum before expanding nationally.
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.
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.
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