The Startup CPG Podcast · 3 Jun 2025 · 59m · Episode 157
Janice Greenwald, a marketing consultant with experience at Unilever and Sabra, outlines her 'Cs and Ps' framework for driving CPG velocity, emphasizing that fundamentals like product, pricing, and packaging must precede promotional tactics. She discusses the critical role of packaging in communicating value, citing a case where a brand’s beautiful but unclear design hindered sales until it was revised. Greenwald advises early-stage brands to prioritize high-ROI bottom-of-funnel tactics like retail media, demos, and digital coupons over expensive awareness campaigns until distribution is sufficient.
early-stage companies
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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.
Michael Solomon, a marketing professor at St. Joseph's University and author of The New Chameleons, explains to host Kevin Mako that startups must start with strategy—identifying unmet needs—before applying the tactical 4Ps (Product, Place, Price, Promotion). Solomon argues that hardware companies should treat products as 'always in beta,' leveraging small initial runs to gather customer feedback and co-create value, rather than launching with feature creep. He emphasizes that pricing and distribution are strategic signals of quality, using DeWalt’s yellow branding and Bud Light’s market positioning as examples of successful category creation and perception management.
Milk Bar founder Christina Tosi joins Guy Raz to advise early-stage founders on scaling and product strategy. She discusses her transition from CEO to Chief Experimenter, the strategic value of brand collaborations over immediate revenue, and the importance of packaging in driving repeat gifting behavior. The episode features advice for The Beau Collective on bridge financing, Cotton Clara on market positioning, and Vashon Island Coffee Dust on converting gifters into loyal customers.
Megan Young Gamble, founder of Get Level Consulting, explains her 'P.I.M.P.' methodology (Prepare, Implement, Monitor, Prepare for launch) for managing packaging projects in the beauty and personal care sectors. She discusses how her background in chemistry and project management allows her to help startups and mid-size brands navigate complex supply chains, regulatory requirements, and vendor management. The conversation highlights the critical need for early packaging integration in product development to avoid costly errors and ensure successful retail or e-commerce launches.
Guy Raz is joined by former guests Miguel McKelvey (WeWork), Alexa Hirschfeld (Paperless Post), and Pete Maldonado and Rashid Ali (Chomps) to advise three early-stage founders on communicating product value. Megan Downey of Shiki Wrap discusses the trade-off between experiential pop-ups and retail for her reusable gift wrap. Amanda of Woofsie seeks help positioning her deck of dog enrichment cards, while Mark Goldfarb of In Mark's Kitchen asks how to hire for growth without compromising his premium artisanal pesto quality.
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