Road Trips with People Building and Growing Emerging Brands.

Discussion points

• The genesis of her idea was, that as a mother of three, she was burning a lot of time taking time off from work, going to the doctor, then the pharmacy when it was pretty clear that strep throat may be present. 36MM doctor visits for strep each year- split 50-50 kids and adults She highlights the time and expense necessary to get a medical device approved Why Checkable is opting to go to brick & mortar right away vs a DTC strategy How to think through taking on investors when you are a pre-revenue business A fan of the Cheers brand (note: we are too!)

Listen and follow

Discussion points

• The dry spell for transactions in the consumer space that may be resolving now and the conditions that drove that environment
• A brand that wants to sell needs to demonstrate they have the "head room" to keep growing. If you are a smaller brand- strong profitability is vital
• Post covid, unit level economics and profitability are now looked at closely versus simply history of sales growth
• What are the steps and approximate timing of a transaction when a brand enters a sell process?
• Advice on what profile to look for in an investor when an emerging brand looks to take on outside capital

Listen and follow

Discussion points

• 80% of people want to know the sex of their baby in advance
• The importance of deeply and truly understanding your consumer and their needs
• How they helped to build a new category delivering incremental sales to retailers
• How the SneakPeek team used insights to develop new packaging for retail
• The changes they have made to their approach to marketing as the brand evolves from DTC only to brick & mortar retail
• A Blue Apron fan!

Listen and follow

Discussion points

• Taking over the business from successful, innovative founder: Martin Hoke
• How to position, manage and grow a product that is roughly 5X the cost of most solutions in the category
• The point of difference of your product must be clear to both the consumer and potential retail partners
• Make a little, sell a little, learn a lot! No learning better than live selling to the consumer
• How important it is to control your pricing across channels and retailers
• Working with investors, advisors and your Board. Alignment is critical!

Listen and follow

Discussion points

• What is the Specialty Food Association (SFA) and how are they supporting small and emerging brands via their Makers Prep Course?
• We discuss all the details around this show and note the next FSA show set for San Diego in early 2026.
• What should first time and exhibitors and attendees due to maximize their investment of time and money?
• What were the biggest trends at the show?
• What were the coolest and most innovative brands at the show?
• What are the best practices for following up after the show?https://www.specialtyfood.com/

Listen and follow

Discussion points

• A recap of Todd's experience as a long time merchant at Walmart and Sam's Club.
• The familiar refrain of the importance of differentiation for your brand relative to competitors.
• Todd discusses MPG's "end to end solution" his firm offers to help emerging brands manage their business. These services are also offered a la carte so founders can offload certain important tasks to experts in order to spend their valuable time on the aspects of their business they enjoy.
• Authenticity and a great story are common characteristics of emerging brands that gain traction with consumers.
• A detailed discussion around actions a DTC/Amazon only brand needs to consider (and nail) when considering the move into traditional brick & mortar retail.
• And finally- we have found a highly dedicated Mizzou fan.

Listen and follow

Discussion points

• The differences in the two types of people that start an emerging brand and their approaches: CPG veterans and pure entrepreneurs
• The importance of a 'habits & practices' study so that emerging brands can understand the category they are entering and where they fit
• Bringing the right research to the table when pitching a retailer is critical: is your pricing logical, is your communication strategy clear, and will you drive incremental category performance?
• Once again, we hear from another expert the importance of your brand packaging: is it working hard for you?
• A/B testing can tell a brand which executions within their marketing programs are working better, but research is still needed to understand the consumer and shape communication strategy
• A reference to The Cure, Yeti, and the Miami Dolphins? What a combo!

Listen and follow

Discussion points

• A recap of LUNR's origin having been spun out of an investment firm. So they know what emerging brands need to succeed!
• LUNR has just passed some major milestones in their own growth: $100MM in funds deployed to help clients build inventory, working with 20+ major retailers, and facilitated the growth of more than 50 brands
• A discussion around the traits they look for in a brand prior to taking them on as a client and business partner
• How they help clients understand how to best deploy their capital and understand what their cash conversion cycle might look like based upon the category a brand is in
• LUNR's clear, easy to understand pricing model
• An endorsement of the book: Radical Candor

Listen and follow

Discussion points

• What tells a brand that they are ready to do business with a large distributor like UNFI or KeHE?
• What does a distributor look for in an emerging brand before taking them into distribution? A commitment from a significant retailer is extremely helpful!
• What questions did you ask an emerging brand (or what up front research would you do) while considering accepting them into distribution? Sufficient funding for operations is critical.
• What does a brand have to get right to be successful with UNFI?
• What are the watch outs a brand should be aware of when working with a big distributor? There are many fees, markups, and promotional expectations a brand needs to understand and account for in their P&L.
• Understanding all the fees and terms associated with securing distribution: slotting, payment terms, promotional support requirements for both the distributor and retailer.
• What are the pros and cons of an emerging brand “going it alone” when working with a large distributor? Spoiler alert: going it alone is not recommended!

Listen and follow

Discussion points

• We learn about the many health benefits of Lupini beans.
• The importance of differentiation versus other granolas: high protein, grain & gluten free ingredients, and a formula that does not impact the glycemic index.
• The importance of launching with retailers whose shoppers' demographic profile matches that of your brand. Be in the right place versus being every place.
• An honest take on the highs and lows of starting a CPG brand. All the challenges to overcome and work through as well as the role luck plays with a brand.
• The important role sampling and demos have played in building her brand and the learning she has gained from listening to consumers immediate feedback after trying the brand.
• And finally- she educates us on the band 'Slightly Stupid' and tells us of her favorite airports to fly to.

Listen and follow

Discussion points

• What do you look for in a small/emerging brand?What tells you a brand is ready for retail? What are the requirements and capabilities an emerging brand needs to work with a regional distributor?What are the promotional support elements and assets an emerging brand must have to be successful? What is the best way to work with a regional distributor?

Listen and follow

Discussion points

• The importance of preparation for a meeting, communicating the purpose of the meeting in advance, and nailing your follow up.
• Know the key personnel within your retail account: buyer, assistant buyer, head of merchandising, inventory, promotion, logistics. Your responsibilities go way beyond just knowing your buyer's email address.
• Be accountable for everything at your retail account. When there is a problem- don't pass the buck. Own it, begin working on the solution, and keep your account up to date on resolution.
• After each meeting- jot down what you learned. Not just what was discussed. Did you hear about a delay to a plan o gram? Are line reviews being delayed for some reason? Are there going to be personnel changes inside the retailer? A strategy shift? Listen carefully.
• Don't waste your time fighting to the death for a poor performing sku. If it hasn't been making the sales hurdle- acknowledge this point and take the issue off the table. It proves you "get it" and you can focus on the strong parts of your business and new innovation. You only get so much time each year with your retailer- use it wisely!
• Retailers have many meetings. A couple of days in advance- send a reminder of your upcoming meeting, the purpose of the meeting, and who is coming from your company. Do not bring too many people! All in a meeting should have a role. Buyers can be put off if they walk into a meeting with many people from the supplier that they were not made aware of in advance.Running a retail business means making nonstop decisions—inventory, staffing, marketing, tech. The SKUpe is the weekly newsletter designed to help you make smarter calls, faster.Curated by industry experts, The SKUpe delivers clear, trustworthy insights on what’s working for small and mid-sized retailers today. Join 20,000 owners and operators who rely on it to stay sharp and ahead of the game.Subscribe at t-h-e-s-k-u-p-e dot c-o. Please subscribe : https://www.theskupe.co

Listen and follow

Listen and follow

Discussion points

• The importance of a well-structured concept test that can help a brand understand which elements of their product offering are resonating with which specific consumer groups. Understanding purchase probability is vital!
• The speed and cost or research has come way down over the years. A lot of learning is within your reach for fair prices.
• "Is the question worth the cost of the answer?" A great way to frame your research needs!
• An in-depth discussion around product benefits, how to determine (and validate) what your primary benefit is and then asking whether or not you can 'own' this benefit?
• The research findings a brand should have in their sales deck when trying to introduce their brand to retailers. Prove you are different and will bring incremental business to the category. Retailers believe facts and numbers.
• And finally- references to the old TV shows "Bewitched", "Taxi" and an illogical pledge of perpetual loyalty to the Cincinnati Bengals.

Listen and follow

Discussion points

• The humble beginnings of the product being sold store to store to running and bike shops. Only way to get into these places is for the product to work and be preferred by customers.
• The importance of your product packaging. It has to do a lot of heavy lifting and clearly communicate your product benefits and point of difference.
• A discussion around the clinical study they executed to prove the efficacy of their FastChews product form. People believe their own experiences and facts!
• The importance of the demographic/shopper match when taking a brand into brick & mortar retail.
• The power of sampling.
• The role their DTC website, Amazon and brick & mortar retail each play in building their business.
• And lastly- hope for the Denver Broncos and their 2025 NFL draft choices. "In Sean Payton" Paul trusts!

Listen and follow