Road Trips with People Building and Growing Emerging Brands.

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Discussion points

• The diverse services offered by Eagle Labs Inc to brands working in the OTC/HBA/VMS space
• Specific questions to ask and actions to take by a brand when considering hiring a CMO: pay attention to certifications!
• The traits a CMO will look for in an emerging brand client
• How to best manage and work with your CMO to increase the odds of a successful partnership
• A fan of the Toronto Blue Jays! A tip of the cap to Joe Carter!

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Discussion points

• The three pillars of support a logistics firm provides for their clients
• A discussion around what a vendor of record number is and why they are important
• Why too much inventory is necessary for an emerging brand- especially at launch
• A key set of questions a brand should ask of a potential logistics partner during the vetting process
• What will a logistics firm expect from an emerging brand they are thinking of bringing on as a client?
• Fan of the Philadelphia Eagles and the bands ELO & The Cars

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Discussion points

• An overview of his interesting new endeavor
• Retail Brand Discovery and how his multi platform business helps connect brands to retailer decision makers
• A discussion of the evolution of the Trade Relations Manager and how components of this legacy role within a CPG company still matter a great deal
• How the "celebrity entrepreneur" can play a positive role in the establishment of an emerging brand
• How emerging brands can effectively utilize the online path to test & learn and build their business before approaching traditional brick & mortar retailers
• His belief that retailers WANT emerging brands to win

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Discussion points

• Why he left an investment banking job to found an organic plant based milk brand
• Saw a market opening as the limited competition in the category was quite comfortable with the status quo
• The challenge of finding a contract manufacturer when you are an emerging brand
• The importance of selecting the right broker and building a strong relationship with your broker
• Views on the various marketing tactics they have tested and utilized over the years to effectively drive velocities
• A fan of Third Eye Blind Thanks to our episode sponsors:Agency Habitat-https://agencyhabitat.comFloret- https://tryfloret.comRetail & Response- https://retailandresponse.comhttps://www.mooala.com

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Discussion points

• What does his firm look for in an emerging brand prior to investing?
• A run down of the different funding options available to emerging brand
• Why the determination of the team (not just the founder) is important in the evaluation process
• Send information to a potential investor in advance of a meeting so that the quality of a meeting is higher
• Why it is important to understand the investor you are considering approaching- many have areas of expertise versus being 'generalists'
• The need to respect the process of trying to raise money
• A Crimson Tide fan.

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Discussion points

• The importance of an emerging brand's 'cash runway '
• The difference between accounting and strategic finance
• An overview of her firm's "cash fight" framework. A very interesting view -
• Why understanding your cash conversion cycle is critical to an emerging brand's financial health
• Loves the San Antonio Spurs and how they have operated over time

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Discussion points

• The story behind the creation of "the world's first mental performance shot"
• The importance of feedback loops- including the CEO taking calls from consumers directly
• The benefits of launching your brand in the DTC environment
• How selling in the DTC and brick & mortar environments can actually support each other
• War stories on searching for that first investor
• Another fan of the Grateful Dead. Note: there can never be too many!Magic Mind-htpps://www.magicmind.comA

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Discussion points

• How Little Big Brands saw a path to offer clients creative services beyond their package design roots
• The importance of staying consistent in look and feel across platforms. Imperative for brands and agencies to stay current on all platforms
• A view on how to ensure a healthy client/agency relationship
• Comments about the interesting early moves Hoka made to set them apart from better financed competition
• An offer to the Miami Dolphins to evolve the look of their team brandingThanks to todays sponsor
• Eagle Labs-https://www.eaglelabsinc.com

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Discussion points

• How does an emerging or challenger brand get the attention of a major retailer?
• What are the core considerations a retailer has when thinking of adding an emerging brand to their assortment?
• How should an emerging brand think about their competition?
• Why do retailers charge fees? An interesting perspective
• What do best in class emerging brands need to do to win at retail?

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Discussion points

• We cover a definition of trade spending, its reason for being, and define some of the components of this line item
• The trade promotion "hierarchy of needs"
• The importance of building trust with the buyers at your distributor and the important role they play
• How to evaluate your trade spending effectiveness, course correct, and navigate towards efficient promotions
• "No one ever regrets taking the time to get their trade spending well organized"

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Discussion points

• The different types of funding available to brand founders
• What separates founders who get funded from the those who don’t?
• What type of funding is available to brands that are early in the fund raising journey?
• How do you use grants to raise money? What is the process?
• A fan of Sarah Blakley, the founder of Spanx

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Discussion points

• Don't skip the strategy stage and jump right to selling. Strategy is your road map of what you will, and won't, do to grow
• Why a brand can't use their DTC selling approach when dealing with a buyer at a retailer
• As a former buyer, Alli shares what she looked for in a brand before bringing it into her set
• The importance of persistent, but professional, follow up. 80% of sales take five follow ups to close a sale!
• Why she admires the Golden State WarriorsSupport us by supporting our sponsorsEagle Labs: Contract manufacturing of OTC and HBA products: https://www.eaglelabsinc.com

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Discussion points

• What exactly is a line review?
• How to prepare for this meeting? Spoiler alert: bring facts and proof- not opinions alone
• If there are issues with your brand- bring them up early and directly. Don't hope no one noticed- they did
• Detailed review of your performance versus expectations: sales, margins, service levels
• Key questions to ask and the importance of fast, accurate follow up

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