The Startup CPG Podcast · 2 Jul 2024 · 44m · Episode 53
Roberta Townes, Senior Category Merchant at GNC, explains how the retailer sources and launches new CPG brands through its 'Next Big Thing' program and exclusive partnerships with brands like Alani Nu and Ghost. She details the strategic importance of launching in high-volume 'A' segment stores, driving consumer traffic via social media and in-store demos, and maintaining proactive communication with merchants to avoid being delisted. The conversation highlights GNC's global reach of nearly 2,500 US stores and 50+ countries, emphasizing that success requires a 360-degree approach combining product quality, consumer education, and retail execution.
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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.
Guy Raz and Kenneth Cole advise three founders: Matt Jacobs of Pedestrian Project on destigmatizing foot care and balancing category education vs. conversion; Emefa Fakwade of ISRAELLA KOBLA on leveraging wholesale partnerships like Nordstrom to build a direct-to-consumer brand without losing control; and Levi Case of Swing Sculpt on expanding from custom golf sculptures to broader sports memorabilia and reducing purchase friction for a novel product.
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.
Pete Maldonado, co-founder and co-CEO of Chomps, advises three founders on scaling their physical product businesses. He counsels Jennifer Ballin of Badass Bagels on navigating the complexities of CPG retail, including slotting fees and trade spend, while advising Brandi Shelton of Just Add Honey Tea Company to leverage its premium story and target Whole Foods before big-box retailers. Finally, he encourages Jake Meyer of Annie Alaska to prioritize direct-to-consumer sales through relentless door-knocking and authentic storytelling to build a stable customer base for his wild salmon business.
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.
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