Road Trips with People Building and Growing Emerging Brands.

Discussion points

• How Boldify is different from other products for thinning hair
• The different approaches Boldify utilizes on the Amazon and Tik Tok Shop platforms to build their business
• Their approach to recruiting and managing affiliates on Tik Tok Shop
• Courtney demystifies how affiliates are compensated (spoiler: many ways to address!)
• How Boldify successfully manages its business across sales channels while avoiding pricing conflicts
• Abandoned the Red Sox for the Yankees!

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Discussion points

• Why a brand must have vision and a purpose to succeed
• What is the 10 P’s methodology used by Product & Prosper?
• What an emerging brand must get right at launch?
• What mistakes do emerging brands make most frequently?
• The best advice Caroline would give to a brand just starting out
• Greatest career influences: Grace Beverley, Donald Miller

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Discussion points

• When does a brand need to start thinking about hiring an outsourced logistics provider?
• Examples of mistakes emerging brands make regarding logistics
• Advice to brands when there are issues with their logistics- bad news needs to travel fast!
• What is an OTIF score and why does it matter?
• What to look for in a logistics provider & how are they compensated?
• A fan of Fleetwood Mac & Stevie Nicks

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Discussion points

• The meeting kicked off with several major retailer presentations including Walmart, Target, Walgreens, Amazon, Instacart, and L & R Distributors. Key topics included a call for innovation, caution about brands having too many SKUs, a call to maintain focus on serving the end consumer, and the need for brands to have quality data to manage their business in concert with the retailer
• A very interesting talk by presidential historian Doris Kearns Goodwin and another by author Salim Ismail. Evening entertainment by Andy Grammer and The Doobie Brothers (still rockin'!)
• With the recent Wonderbelly purchase by P&G and Prestige's purchase of several Foundation Consumer Healthcare brands, the industry feels a new wave of business development activity may be emerging. Kimberly-Clark's purchase of Kenvue will likely result in some smaller brands becoming available
• Big news was the retirement of NACDS CEO Steve Anderson. Steve had a long, distinguished 20 year run leading the association. Of special note- was the great work he and the board did leading during COVID.
• The search for a new CEO is underway. Great internal candidates exist- highlighted by past and current Board chairs and members. Keeping this organization vibrant is critical and for NACDS to keep manufacturers and retailers focused on bringing healthcare solutions to consumers
• A thanks to all the sponsors and NACDS personnel for running an excellent and informative meeting
• A call out to The Fighting Irish and the New York Knicks!

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Discussion points

• Sean provides some details around Big Chalk's capabilities and the network they have built of over 1500 people well versed in CPG analytics
• The exciting introduction of the Big Chalk 'Emerging Brands Launch & Growth Toolkit'
• The toolkit delivers data for emerging brands across four key disciplines: concept testing, package design, pricing, and marketing communications testing
• The toolkit delivers this data much faster and at a better price legacy research firms
• The Big Chalk output is formatted in slides ready for your retailer presentations and investor meetings.
• Included with the toolkit are eight hours of consulting with the Big Chalk team to ensure you and your people are comfortable with the information
• A Cubs and who knew there was a #1 fan of Heinz Ketchup?To learn more about the emerging brands tool kit https://www.bigchalk.coe-mail- emergingbrandswin@bigchalk.co

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Discussion points

• A review of Mike's non-traditional collegiate experience at The Virginia Military Institute and what it taught him
• CARE Pharmacies' unique role in the healthcare space and the growth they have enjoyed while serving their customers
• Why it is important to offer counsel to the next generation of leaders (brands and people) while also learning from them.
• How do large established brands remain relevant and how can emerging brands break through?
• Always thinking about ways to break down the silos within the healthcare space- how can we all contribute to closing gaps in healthcare?
• An artist and a fan of the Green Bay Packers, The Rolling Stones, and Pink Floyd. Note: Management approves of these selections!

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Discussion points

• How aggressive marketing enabled the brand to scale quickly
• Tik Tok a key!
• What is the ACV Threshold gap, and why it is critical for retail success?
• What are the trade-offs between regional and national rollout strategies?
• How does the marketing-distribution flywheel work in practice?
• How does the company balance long-term vision with profitability and growth discipline?
• A fan of Sean Riley and his brand
• DUDE Wipes

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Discussion points

• Show details by the numbers
• Educational sessions
• CPG Innovation summit. Speakers and themes.
• Retailer meetings
• Tough to get at Expo West, RangeMe can help your brand secure meetings with retailers
• Trends
• The importance of the new food pyramid
• Expo West best practices for attendees

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Discussion points

• The trend she sees in the merging of beauty and wellness products
• Driving brand awareness through Tik-Tok
• Pros and cons of self-manufacturing
• The decisions a brand needs to consider before moving to brick & mortar retail
• The challenges of managing a portfolio of brands
• Influenced by her mom and Bethanny Frankle

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Discussion points

• Todd's explanation of 'price pack architecture'
• The need for a brand to know where they 'fit' within a retailer's category
• When negotiating price with a retailer, understand that the real negotiation starts in-house with brand leadership
• Some of the best pricing decisions you will ever make occur when you say 'no' to an opportunity
• Why understanding each retailer's margin requirements and velocity hurdles is so important—they are not all the same.
• Communicating and executing a price increase
• A Minnesota Wild fan and his daughter's high school tennis team!

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Discussion points

• His upbringing exposed him to natural health & living solutions
• Trial and error along the way as they built the brand- including a major shift in positioning
• The more you sell, the more data you must bring to the table to discuss your business. A great story and passion alone no longer suffice
• How utilizing Tik Tok Shop and hiring a professional selling partner served as "major unlocks" for brand growth
• Why pricing discipline is vital to the health of an emerging CPG brand
• A fan of the musical group Odesza

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Discussion points

• With EXPO West upon us, Andy discusses the importance of an emerging brand having a specific plan for this show and knowing what your goals are for the show
• A recap of the M&A activities in the emerging brand space to date in 2026- lots of action!
• The five points a brand must nail down to secure a meeting (let alone a check) from an investment firm
• The importance of being aligned with an investor prior to accepting their money. Lack of alignment a major headache for founders and investors alike!
• The need to be highly organized throughout the process of looking for funding. Financials must be very specific with regard to current expenses and the allocation of future investment dollars
• A Wisconsin Badger fan with a budding interest in Colorado Buffaloes women's basketball as well!

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