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Brian Berger, founder of Mack Weldon, traces his journey from internet media companies to launching a successful direct-to-consumer men’s wear brand. He recounts his early experiences with the internet, motivations behind Mack Weldon, and the challenges in establishing a brand in the basics category. Brian emphasizes the pivotal role of innovation, product quality, and customer connections to grow a brand. Furthermore, he explores the strategic significance of omni-channel distribution, the art of naming a business, and the evolving consumer market. Finally, he shares advice on leadership, longevity, and his vision for Mack Weldon's future.
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Mack Weldon website https://mackweldon.com/
Mack Weldon Instagram https://www.instagram.com/mackweldon/
Mack Weldon LinkedIn https://www.linkedin.com/company/mack-weldon/
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Show Notes:
01:34 Brian's Early Career and Internet Exposure
03:17 The Genesis of Mack Weldon
05:08 Launching Mack Weldon: Strategy and Challenges
08:52 Product Development and Innovation
12:07 Naming the Brand: The Story Behind Mack Weldon
16:49 Marketing and Distribution Strategies
22:07 Reflections and Lessons Learned
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The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.
Subscribe to the Pop Up Report on Substack, YouTube, Spotify, and Apple Podcasts.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit popupreport.substack.com -
Bradley Gifford, the founder of Spoonful, discusses his career trajectory—from early roles in PR and communications to founding Spoonful, a health food business specializing in high-quality overnight oats. He shares how health challenges motivated him to address industry pain points, transition into the health and wellness sector, and navigate business growth through food services and local New York partnerships. Ultimately, Bradley gives insights into scaling, community building, and the evolving food industry.
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Spoonful website https://www.spoonful.life/
Spoonful Linkedin https://www.linkedin.com/company/grabspoonful/
Spoonful Instagram https://www.instagram.com/grabspoonful
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Show Notes:
02:03 Personal Health Journey
03:44 Entrepreneurial Journey Begins
04:53 Founding Spoonful
06:22 Product Differentiation and Challenges
08:16 Marketing and Distribution Strategy
24:03 Scaling and Logistics
28:32 Future Plans and Vision
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How Slowtide Turned Towels Cool and Built a Multi-Million Dollar Business in the Process
How Product Seeding Helped Scent Lab Garner Millions in Earned Media
How Deux Harnessed TikTok to Challenge Incumbents like Pillsbury, Nestle and Hostess
- - - - - - - - - - - -
The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.
Subscribe to the Pop Up Report on Substack, YouTube, Spotify, and Apple Podcasts.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit popupreport.substack.com -
Fehlende Folgen?
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Kathleen Chan, founder of Calico, shares her background, starting in tech at Microsoft, before creating and scaling two different brands. She emphasizes that efficient product sourcing and maintaining quality is crucial for scaling businesses. Calico serves as a sourcing and production co-pilot for brands, specializing in apparel, footwear and accessories. Calico offers a vetted roster of ethical and innovative factories and provides comprehensive tools to streamline the entire production process from design to payments.
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Calico website https://www.joincalico.com/
Calico LinkedIn https://www.linkedin.com/company/calicoai/
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Show Notes:
01:16 Revolutionizing Product Sourcing
05:29 Navigating the Complex World of Manufacturing and Sourcing
10:05 Global Sourcing vs. Local Manufacturing
13:35 Ensuring Quality and Ethical Practices in Manufacturing
19:57 Navigating Supplier Relationships and Inventory Risks
23:57 The Importance of Trust and Quality in Supplier Partnerships
26:32 The Role of Product Knowledge and Industry Experience
29:04 Leveraging Community and Industry Connections
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How Slowtide Turned Towels Cool and Built a Multi-Million Dollar Business in the Process
How Product Seeding Helped Scent Lab Garner Millions in Earned Media
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- - - - - - - - - - - -
The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.
Subscribe to the Pop Up Report on Substack, YouTube, Spotify, and Apple Podcasts.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit popupreport.substack.com -
Alexandre Renaud, co-founder of nolk, introduces his latest venture dedicated to acquiring and nurturing e-commerce brands with a strong sustainability ethos. Previously, Alex was the co-founder of PremiumBeat, a music licensing service that successfully sold to Shutterstock. Alex gives his insights on the challenges and opportunities in the consumer brand landscape, including technological shifts, and the strategic focus on building a portfolio of brands promoting responsible consumer habits and environmental responsibility.
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nolk website https://www.nolk.com/
nolk LinkedIn https://www.linkedin.com/company/nolkco/
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Show Notes:
01:21 The Story of PremiumBeat
05:21 The Challenges of Entrepreneurship
10:52 Learning from Early Mistakes
14:32 The Vision for Nolk
25:20 The Power of Portfolio Strategy in Brand Performance
28:46 Influence of Private Equity and Brand Builders
30:40 The Importance of Brand Purpose and Mission
35:57 Challenges and Opportunities for Direct-to-Consumer Brands
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Links Discussed
PremiumBeat
https://www.premiumbeat.com/
Shutterstock
https://www.shutterstock.com/
RareCircles
https://www.rarecircles.com/
GymShark
https://gymshark.com/
Theios
https://www.thrasio.com/
Heydays
https://www.heyday.co/
Open Store
https://open.store/
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Inside the Scent-Free Revolution with Anie Rouleau, founder and CEO of the Unscented Company
How Product Seeding Helped Scent Lab Garner Millions in Earned Media
How to Launch Your Own Beauty Brand with Blanka
- - - - - - - - - - - -
Past guests on the Pop Up Report include Lanny Smith (Actively Black), Drew Green (Indochino), Ryan Babenzien (Jolie Skin Co).
- - - - - - - - - - - -
The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.
Subscribe to the Pop Up Report on Substack or YouTube for more.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit popupreport.substack.com -
Sophie Boulanger, co-founder of BonLook, dives into how the company shook up Canada's eyewear scene. Sophie talks about her entrepreneurial path, inspired by her family and shaped by her experiences at L’Oreal Canada and Luxottica. They delve into BonLook’s inception and strategic decisions, including cutting out middlemen, expanding store presence, and picking prime locations, along with insights on hiring for retail. Finally, Sophie discusses why she sold BonLook, her future aspirations, and her intention to remain active in tech and entrepreneurship.
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BonLook website https://www.bonlook.ca/
BonLook Instagram https://www.instagram.com/bonlook/
Sophie Boulanger https://www.linkedin.com/in/sophie-boulanger-19b2b71/
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Show Notes:
02:44 From corporate to eyewear entrepreneur
04:57 Disrupting the eyewear industry
10:51 Challenges and innovations in online retail
13:09 The strategic shift to brick-and-mortar stores
21:19 Building a successful retail team
25:43 The financial anatomy of a retail store
29:05 Optimizing sales per square footage
30:22 Navigating challenges of underperforming stores
32:06 The importance of real estate and lease negotiations
35:10 Reflecting on a successful exit strategy
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Links Discussed
L'Oreal https://www.loreal.com/
Luxottica https://www.essilorluxottica.com/
Oakley https://www.oakley.com/
Ray Ban https://www.ray-ban.com/
Vogue Eyewear https://www.vogue-eyewear.com/
LensCrafters https://www.lenscrafters.ca/
SunglassesHut https://www.sunglasshut.com/
Warby Parker https://warbyparker.com/
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How Slowtide Turned Towels Cool and Built a Multi-Million Dollar Business in the Process
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- - - - - - - - - - - -
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The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.
Subscribe to the Pop Up Report on Substack or YouTube for more.
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Fabio Zeppilli, co-founder of Bad Monkey Popcorn, discusses his inspiring shift from academia and legal briefs to creating a buzz in the snack market. He reveals the recipe to the launch of Bad Monkey Popcorn: a blend of passion and innovative marketing tactics. This discussion further delves into Fabio’s initial challenges, significant milestones, and insights on the critical role of cultivating a strong brand and community support. Throughout, Fabio emphasizes the importance of happiness, wellbeing, teamwork, and adaptability in entrepreneurship.
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Show Notes:
00:10 The Unconventional Journey from Law to Popcorn03:20 The Birth of Bad Monkey Popcorn10:04 Achieving Milestones and Embracing the Journey12:16 Retail Success and Marketing Strategies16:06 The Art of Retail Relationships17:06 Leveraging Consumer Demand to Influence Retailers17:34 Building a Passionate Fan Base21:14 Innovating in a Saturated Market: The Popcorn Revolution23:41 The Entrepreneurial Journey: Health, Team Building, and Growth
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Links Discussed
Bad Monkey Popcorn
https://badmonkeypopcorn.com/
Dragons Den
Walmart
https://www.walmart.com/
Starbucks
https://www.starbucks.com/
Red Bull
https://www.redbull.com/
Disney
https://www.disney.com/
Cirque du Soleil
https://www.cirquedusoleil.com/
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The Journey of Jaime Schmidt in Entrepreneurship
Inside the Scent-Free Revolution with Anie Rouleau, founder and CEO of the Unscented Company
How Product Seeding Helped Scent Lab Garner Millions in Earned Media
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Past guests on the Pop Up Report include Lanny Smith (Actively Black), Drew Green (Indochino), Ryan Babenzien (Jolie Skin Co).
- - - - - - - - - - - -
The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.
Subscribe to the Pop Up Report on Substack or YouTube for more
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit popupreport.substack.com -
Camille Benmergui, Director of Marketplace at Reitman’s Canada Limited, unravels the dynamic world of e-commerce marketplaces. Drawing from her journey leading both fashion brands and third-party marketplaces, Camille offers rich insights on third-party marketplaces, their business models, and advantages they bring to brands. This conversation expands on the concept of online marketplaces, uncovering strategies for success and exploring the potential of niche marketplaces, alongside industry giants.
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Links Discussed
Reitman's Canada Limited
https://www.reitmans.com/en/marketplace
Altitude Sports
https://www.altitude-sports.com/
Amazon
https://www.amazon.com/Marketplace/s?k=Marketplace
Walmart
https://marketplace.walmart.com/
Best Buy
https://www.bestbuy.ca/en-ca/about/what-is-marketplace/blt0abb2e20522802f2
The Bay
https://www.thebay.com/content/marketplace
Farfetch
https://www.farfetch.com/
Etsy
https://www.etsy.com/
eBay
https://www.ebay.com/
Wayfair
https://sell.wayfair.com/
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Show Notes:
01:14 Understanding Third-Party Marketplaces04:04 Different Types of Online Marketplaces and Their Dynamics05:59 The Benefits of Selling on Marketplaces08:44 Setting Up for Success in Marketplaces19:09 Key Success Factors for Brands in Marketplaces23:35 Choosing the Right Marketplace for Your Brand26:13 Predictions for the Future of Marketplaces
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Past guests on the Pop Up Report include Lanny Smith (Actively Black), Drew Green (Indochino), Ryan Babenzien (Jolie Skin Co).
Stay tuned for new episodes from upcoming guests including Jaime Schmidt (Schmidt’s Naturals), Griffin Spolansky (Mezcla) and many more.
- - - - - - - - - - - -
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- - - - - - - - - - - -
The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.
Subscribe to the Pop Up Report on Substack or YouTube for more.
Thanks for reading The Pop Up Report by Ethan Song! Subscribe for free to receive new posts and support my work.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit popupreport.substack.com -
Jamie Schmidt, the founder of Schmidt's Naturals, shares her entrepreneurial journey from her upbringing to building one of the major players in the natural deodorant industry. She discusses her initial inspiration to create personal care products and shares her experience with selling the company to Unilever. She also provides insights into the nuances of customer retention, the trend of community building and engagement, and the growing opportunity in the Web3 space. The conversation closes with Jamie sharing her thoughts on consumer brands and her passion for the fast-growing sport of pickleball.
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Links Discussed
Schmidt's Naturals - https://schmidts.com/
Unilever - https://www.unilever.com/
BFF - https://www.mybff.com/
Athletic Greens - https://drinkag1.com/
Procter and Gamble - https://us.pg.com/
Club CPG - https://www.clubcpg.com/
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Show Notes:
00:18 Jamie's Early Life and Entrepreneurial Journey02:48 Taking the Leap: From Farmer's Market to Business11:42 The Decision to Sell and Post-Acquisition Reflections15:26 Life After Acquisition: New Ventures and Projects19:55 The Art of Pattern Matching in Investments21:36 The Challenges of Raising Funds for Consumer Brands28:07 The Power of Community Engagement in Branding32:43 The Lessons Learned from Building a Successful Brand36:07 The Future of Crypto in Consumer Brands
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Inside the Scent-Free Revolution with Anie Rouleau, founder and CEO of the Unscented Company
How Product Seeding Helped Scent Lab Garner Millions in Earned Media
How to Launch Your Own Beauty Brand with Blanka
Past guests on the Pop Up Report include Lanny Smith (Actively Black), Drew Green (Indochino), Ryan Babenzien (Jolie Skin Co).
- - - - - - - - - - - -
The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.
Subscribe to the Pop Up Report on Substack or YouTube for more
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit popupreport.substack.com -
Launch Pop co-founder Eva Chan shares her journey in the consumer world over the last 10 years, starting with her experience as a designer at Luxe Box, to co-founding a digital media platform and eventually creating Launch Pop. She emphasizes the crucial role of community building, storytelling, customer engagement, and data in shaping a brand's launch strategy. She also shares her predictions on the future of the consumer space and discusses the unique business model of Launch Pop.
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Links Discussed
Launchpop
https://www.launchpop.com/
Luxe Box
https://myluxebox.ca/
Exact Media
https://exactconnections.com/
Indiegogo
https://www.indiegogo.com/
Shopify
https://www.shopify.com/ca
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Show Notes:
00:28 Early Life and Entrepreneurial Journey04:17 Challenges and Triumphs in Business06:41 The Birth of the Unscented Company09:03 Overcoming Market Challenges11:43 The Importance of Unscented Products14:04 The Journey to Wholesale and B2B20:40 An Early Turning Point: Recognition from Goop22:40 Bootstrapping the Business27:02 The Importance of B Corp29:46 The Challenge of Differentiation in a Growing Market31:18 Building a Strong Company Culture
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Past guests on the Pop Up Report include Lanny Smith (Actively Black), Drew Green (Indochino), Ryan Babenzien (Jolie Skin Co).
Stay tuned for new episodes from upcoming guests including Jaime Schmidt (Schmidt’s Naturals), Griffin Spolansky (Mezcla) and many more.
- - - - - - - - - - - -
Additional Episodes You Might Enjoy:
How Product Seeding Helped Scent Lab Garner Millions in Earned Media
How to Launch Your Own Beauty Brand with Blanka
How Deux Harnessed TikTok to Challenge Incumbents like Pillsbury, Nestle and Hostess
- - - - - - - - - - - -
The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.
Subscribe to the Pop Up Report on Substack or YouTube for more.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit popupreport.substack.com -
In this detailed interview, the founder of The Unscented Company, Anie Rouleau, shares her entrepreneurial journey. She shares her early experiences in her family's business, her travels around the world that inspired the concept of her company, the challenges she faced, and the wins she achieved. Anie discusses the environmental mission that is central to her brand’s DNS and her goal of making the Unscented Company a leading home and body care brand. She also reflects on the culture she is building within her company and the importance of aligning business goals with personal values.
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Links Discussed
Unscented Company
https://unscentedco.com/
Whole Foods
https://www.wholefoodsmarket.com/
Goop
https://goop.com/
Urban Outfitters
https://www.urbanoutfitters.com/en-ca/
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Show Notes:
00:28 Early Life and Entrepreneurial Journey04:17 Challenges and Triumphs in Business06:41 The Birth of the Unscented Company09:03 Overcoming Market Challenges11:43 The Importance of Unscented Products14:04 The Journey to Wholesale and B2B20:40 An Early Turning Point: Recognition from Goop22:40 Bootstrapping the Business27:02 The Importance of B Corp29:46 The Challenge of Differentiation in a Growing Market31:18 Building a Strong Company Culture
- - - - - - - - - - - -
Past guests on the Pop Up Report include Lanny Smith (Actively Black), Drew Green (Indochino), Ryan Babenzien (Jolie Skin Co).
Stay tuned for new episodes from upcoming guests including Jaime Schmidt (Schmidt’s Naturals), Griffin Spolansky (Mezcla) and many more.
- - - - - - - - - - - -
Additional Episodes You Might Enjoy:
How Product Seeding Helped Scent Lab Garner Millions in Earned Media
How to Launch Your Own Beauty Brand with Blanka
How Deux Harnessed TikTok to Challenge Incumbents like Pillsbury, Nestle and Hostess
- - - - - - - - - - - -
The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.
Subscribe to the Pop Up Report on Substack or YouTube for more.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit popupreport.substack.com -
In this episode of The Pop Up Report, guest Mikey Scott, a seasoned marketing leader for iconic brands like Herschel Supply and Kipling at VF Corp, discusses the importance of shaping your customer journey and creating an authentic brand narrative. Mikey reflects on his career trajectory from his roots in action sports to navigating the fashion and lifestyle sectors. The conversation highlights strategies for successful marketing, including the balance between production and distribution, the role of influencers and community engagement, and the significance of storytelling.
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Links Discussed
Herschel Supply
https://herschel.ca/
VF Brands
https://www.vfc.com/brands
Norda
https://nordarun.com/
HOKA
https://www.hoka.com/
Salomon
https://www.salomon.com/
Ralph Lauren
https://www.ralphlauren.ca/
Aime Leon Dore
https://www.aimeleondore.com/
Stüssy
https://www.stussy.com/
Palace
https://www.palaceskateboards.com/
Rapha Cycling
https://www.rapha.cc/
SSENSE
https://www.ssense.com/
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Show Notes:
00:41 Mikey Scott's Journey in Brand Marketing02:28 The State of Marketing04:18 The Evolution of Content in Marketing05:54 Building a Narrative Around your Brand08:12 The Balance Between Production and Distribution24:28 The Art of Storytelling in Large Scale Brands30:22 Final Thoughts and Advice for Marketers
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Past guests on the Pop Up Report include Lanny Smith (Actively Black), Drew Green (Indochino), Ryan Babenzien (Jolie Skin Co).
Stay tuned for new episodes from upcoming guests including Jaime Schmidt (Schmidt’s Naturals), Griffin Spolansky (Mezcla) and many more.
- - - - - - - - - - - -
Additional Episodes You Might Enjoy:
How Slowtide Turned Towels Cool and Built a Multi-Million Dollar Business in the Process
How Deux Harnessed TikTok to Challenge Incumbents like Pillsbury, Nestle and Hostess
How to Launch Your Own Beauty Brand with Blanka
- - - - - - - - - - - -
The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.
Subscribe to the Pop Up Report on Substack or YouTube for more.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit popupreport.substack.com -
Ethan Song is joined by e-commerce agency founder Phil Tabah of Field Office to discuss all things Shopify. Hear from Phil’s experience building and scaling more than 40 Shopify stores for world class brands like Atari and Togethxr. Learn more about the Shopify ecosystem, the role of creative partners and different metrics to consider when setting up your store. This episode also delves into content marketing.
Subscribe to our Substack and YouTube for more engaging content and thoughtful analysis.
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Links DiscussedField Office
Shopify
Pangaia
Outdoor Voices
Patagonia
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Show Notes:
05:14 Start with the brand
09:40 Custom themes vs prebuilt themes
13:09 Understanding Shopify Plus
18:00 Avoid these Shopify mistakes
20:00 The importance of product pages
22:22 Key Shopify metrics
28:00 The costs of running a Shopify store
- - - - - - - - - - - -
Past guests on the Pop Up Report include Lanny Smith (Actively Black), Drew Green (Indochino), Ryan Babenzien (Jolie Skin Co).
Stay tuned for new episodes from upcoming guests including Jaime Schmidt (Schmidt’s Naturals), Griffin Spolansky (Mezcla) and many more.
- - - - - - - - - - - -
Additional Episodes You Might Enjoy:
How Slowtide Turned Towels Cool and Built a Multi-Million Dollar Business in the Process
How Deux Harnessed TikTok to Challenge Incumbents like Pillsbury, Nestle and Hostess
How to Launch Your Own Beauty Brand with Blanka
- - - - - - - - - - - -
The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.
Subscribe to the Pop Up Report on Substack or YouTube for more.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit popupreport.substack.com -
Ethan Song is joined by serial entrepreneur Mike Gettis of Kilne and Endy Mattress to discuss the importance of profitability in a crowded market. Mike shares insights from his journey building and selling Endy Mattress amidst the backdrop of competition from larger players with venture backing. Learn how to stand out from the pack through an unrelenting focus on profitability and product market fit. This episode also delves into digital marketing and mergers and acquisitions.
Subscribe to our Substack and YouTube for more engaging content and thoughtful analysis.
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Links DiscussedEndy
Clayton Christensen (The Innovator's Dilemma)
Peter Thiel (Zero to One)
Kilne
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Show Notes:
03:45 The rise of multichannel
06:30 Disruption through pricing
13:00 Profitable customer acquisition
17:30 How to bootstrap
21:50 How to sell a business
26:55 Winning in a competitive market
33:30 Shifting marketing economics
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Past guests on the Pop Up Report include Lanny Smith (Actively Black), Drew Green (Indochino), Ryan Babenzien (Jolie Skin Co).
Stay tuned for new episodes from upcoming guests including Jaime Schmidt (Schmidt’s Naturals), Griffin Spolansky (Mezcla) and many more.
- - - - - - - - - - - -
Additional Episodes You Might Enjoy:
How Slowtide Turned Towels Cool and Built a Multi-Million Dollar Business in the Process
How Deux Harnessed TikTok to Challenge Incumbents like Pillsbury, Nestle and Hostess
How to Launch Your Own Beauty Brand with Blanka
- - - - - - - - - - - -
The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.
Subscribe to the Pop Up Report on Substack or YouTube for more.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit popupreport.substack.com -
Ethan Song is joined by Caitlin Barrett (Wild Geese Studios) and Julie MacDonell (Haloo) to discuss the importance of brand names and the role of trademark protection. Caitlin and Julie share insights gleaned from decades in brand naming and trademark law respectively. Learn how to identify the perfect name and the risks and rewards of proper trademark protection. This episode also delves into machine learning and generative AI as creative tools.
Subscribe to our Substack and YouTube for more engaging content and thoughtful analysis.
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Links Discussed:Haloo
Wild Geese Studios
Naming for Everyone
Amazon IP Accelerator
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Show Notes:
04:55 What makes a good brand name
07:46 The role of trademarks
10:44 The naming process
15:00 New products and trademark extensions
18:30 Responding to a cease and desist
21:30 What URL should brands use
26:00 Protecting your brand globally
31:30 The impact of AI on branding
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Past guests on the Pop Up Report include Lanny Smith (Actively Black), Drew Green (Indochino), Ryan Babenzien (Jolie Skin Co).
Stay tuned for new episodes from upcoming guests including Jaime Schmidt (Schmidt’s Naturals), Griffin Spolansky (Mezcla) and many more.
- - - - - - - - - - - -
Additional Episodes You Might Enjoy:
How Slowtide Turned Towels Cool and Built a Multi-Million Dollar Business in the Process
How Deux Harnessed TikTok to Challenge Incumbents like Pillsbury, Nestle and Hostess
How to Launch Your Own Beauty Brand with Blanka
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The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.
Subscribe to the Pop Up Report on Substack or YouTube for more.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit popupreport.substack.com -
Ethan Song and Manica Blain of Top Knot Ventures discuss the fundraising process and the investor founder relationship. Manica shares lessons learned advising entrepreneurs over the past two decades in investment banking, private equity and venture capital.
Subscribe to our Substack and YouTube for more engaging content and thoughtful analysis.
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Show Notes:
07:23 Top reasons to raise money
11:05 Sources of capital
13:25 The fundraising process
17:02 Valuing your business
22:55 Founder traits investors look for
27:02 Investor traits founders should look for
35:56 Debt financing
40:36 Bootstrapping
42:46 Post-fundraising
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Past guests on the Pop Up Report include Lanny Smith (Actively Black), Drew Green (Indochino), Ryan Babenzien (Jolie Skin Co).
Stay tuned for new episodes from upcoming guests including Jaime Schmidt (Schmidt’s Naturals), Griffin Spolansky (Mezcla) and many more.
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Additional Episodes You Might Enjoy:
How Personalization Helped Indochino Grow to $1B+ in Cumulative Revenue
Acquiring and Growing Multi-Million Dollar Consumer Brands
Why You Shouldn’t Take VC Money, Even When You Can
- - - - - - - - - - - -
The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.
Subscribe to the Pop Up Report on Substack or YouTube for more.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit popupreport.substack.com -
Ethan Song and Elliot Begoun of TIG Brands discuss the role of community in brand building. Elliot shares his experience establishing a community of entrepreneurs through the TIG Brands ecosystem. Learn how community can be leveraged as a competitive advantage – from tighter feedback loops with customers to lower acquisition costs through word of mouth marketing. This episode also delves into retail marketing and fundraising.
Subscribe to our Substack and YouTube for more engaging content and thoughtful analysis.
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Links Discussed
TIG Brands
Stanford D-School
Women on Boards Project
Jedi Collaborative
Jono Bacon
Hirschberg Institute
Regenerative Business
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Show Notes:
01:45 The problem with CPG incubators
5:17 The importance of advisors and diversity
7:41 Why the tech VC model doesn’t work for CPG
10:33 The most important rule in running a business
12:03 The role of community in brand building
13:15 The three types of communities
16:43 No, there is no one playbook to success
20:00 The role of passion and value
21:51 How to identify the right strategy for you
27:00 Why product feedback matters
30:53 Founder friendly fundraising models
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Past guests on the Pop Up Report include Margaret Coons (Nuts for Cheese), Sabeena Ladha (Deux), Ryan Babenzien (Jolie Skin Co.).
Stay tuned for new episodes from upcoming guests including Fred Campbell (Hooké), Tim and Nick West (Bandit Running), Randy Hetrick (TRX) and many more.
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Additional Episodes You Might Enjoy:
RIND Snacks Journey to 12,000 Doors in Less than 5 Years
How Deux Harnessed TikTok to Challenge Incumbents like Pillsbury, Nestle and Hostess
Scaling Blume to $10m through Omnichannel and Community Building
- - - - - - - - - - - -
The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.
Subscribe to the Pop Up Report on Substack or YouTube for more.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit popupreport.substack.com -
Ethan Song and Margaret Coons of Nuts for Cheese discuss building a brand as a first time founder. Margaret shares her experience bootstrapping Nuts for Cheese from a local farmers market vendor to a disruptive CPG brand available in thousands of stores across North America. This episode also delves into manufacturing and wholesale distribution.
Subscribe to our Substack and YouTube for more engaging content and thoughtful analysis.
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Links Discussed
Veg Fest
Burt’s Bees
Farm Boy
Spins Data
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Show Notes:
07:42 Getting started with distribution
10:35 Tackling vertical integration
12:00 When to raise capital
13:00 Bootstrap with grants
15:25 In house manufacturing
18:25 Building brand awareness
23:00 Competing with incumbents
25:37 Building a great team
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Past guests on the Pop Up Report include Lanny Smith (Actively Black), Drew Green (Indochino), Alan Wood (Rally Beer Company).
Stay tuned for new episodes from upcoming guests including Fred Campbell (Hooké), Nick West (Bandit Running), Randy Hetrick (TRX) and many more.
- - - - - - - - - - - -
Additional Episodes You Might Enjoy:
How Active Brands Like Lululemon, On Running and AG1 10X Outperform the Market
How Personalization Helped Indochino Grow to $1B+ in Cumulative Revenue
Burrow: Customer Obsession as a Competitive Advantage
- - - - - - - - - - - -
The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.
Subscribe to the Pop Up Report on Substack or YouTube for more.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit popupreport.substack.com -
Ethan Song and Dario Phillips of Slowtide discuss building a brand through collaborations. Dario shares how his experience in action sports marketing helped propel his niche towel brand into a category leader. Gain insights from Dario as he shares the opportunities and challenges of marketing a niche business. This episode also delves into wholesale distribution and retail marketing.
Subscribe to our Substack and YouTube for more engaging content and thoughtful analysis.
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Links Discussed
Quicksilver
Huf
Stance
Herschel
Takashi Murakami
Stussy Collab
New Balance Collab
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Show Notes:
2:15 Intro to the action sports industry
6:35 Product seeding in action sports
12:00 Leveraging experience
15:00 Marketing collaborations
19:00 Pitching collaborations
23:30 Working with wholesalers
25:45 Playing with the big retailers
28:10 Balancing DTC and wholesale
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Past guests on the Pop Up Report include Lanny Smith (Actively Black), Drew Green (Indochino), Alan Wood (Rally Beer Company).
Stay tuned for new episodes from upcoming guests including Fred Campbell (Hooké), Nick West (Bandit Running), Randy Hetrick (TRX) and many more.
- - - - - - - - - - - -
Additional Episodes You Might Enjoy:
How Active Brands Like Lululemon, On Running and AG1 10X Outperform the Market
How Personalization Helped Indochino Grow to $1B+ in Cumulative Revenue
Burrow: Customer Obsession as a Competitive Advantage
- - - - - - - - - - - -
The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.
Subscribe to the Pop Up Report on Substack or YouTube for more.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit popupreport.substack.com -
Ethan Song and Scent Lab founder Ariana Silvestro discuss the importance of product seeding in brand marketing. Ariana shares her journey from retail beauty to health tech startups that eventually led her to found a personalized wellness brand. Discover how Ariana leverages seeding to drive organic growth and personalization to drive retention. This episode also delves into healthcare and retail marketing.
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Links Discussed:
CityMD
Scent Labs
Best of Beauty 2023: Fragrance
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Show Notes:
04:21 Full Commitment to Scent Lab
08:42 Commitment, hustle and growth
14:12 The role of personalization in beauty
17:25 Innovative In-Store Experiences
19:54 Product seeding, press and earned media
23:37 Driving retention through personalization
27:01 Building a team
30:35 Rapid fire questions
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Past guests on the Pop Up Report include Jake Karls (Mid-Day Squares), Karen Danudjaja (Blume) and Ryan Babenzien (Jolie Skin Co.).
Stay tuned for new episodes from upcoming guests including Dario Phillips (SlowTide), Fred Campbell (Hooké) and many more.
- - - - - - - - - - - -
Additional Episodes You Might Enjoy:
How Deux Harnessed TikTok to Challenge Incumbents like Pillsbury, Nestle and Hostess
How Marlow Tapped TikTok to Acquire Its First Customers
How to Launch Your Own Beauty Brand with Blanka
- - - - - - - - - - - -
The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.
Subscribe to the Pop Up Report on Substack or YouTube for more.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit popupreport.substack.com -
Ethan Song and RIND Snacks Founder Matt Weiss discuss the importance of passion and authenticity in brand marketing. Matt shares the driving forces behind the inception of RIND like combating food waste, promoting healthy snacking, and his own family legacy. Discover how Matt harnesses these values to craft a brand narrative that has RIND scale from a regional to national brand available in over 12,000 doors across the United States. This episode also delves into social media marketing and work life balance.
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Links Discussed:
RIND Snacks
Naturally New York
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Show Notes:
4:45 From spectator to participant
9:30 The importance of experience
15:20 Persimmon chips and food waste
20:00 Paying it forward
30:00 Retail metrics and performance
36:00 Naturally new york and community involvement
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Past guests on the Pop Up Report include Jake Karls (Mid-Day Squares), Karen Danudjaja (Blume) and Ryan Babenzien (Jolie Skin Co.).
Stay tuned for new episodes from upcoming guests including Dario Phillips (SlowTide), Ariana Silverstro (Scent Lab) and many more.
- - - - - - - - - - - -
Additional Episodes you Might Enjoy:
How Deux Harnessed TikTok to Challenge Incumbents like Pillsbury, Nestle and Hostess
Scaling Blume to $10m through Omnichannel and Community Building
Turning Mid-Day Squares Customers into a Community of 450K+ Die-Hard Fans
- - - - - - - - - - - -
The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.
Subscribe to the Pop Up Report on Substack or YouTube for more.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit popupreport.substack.com - Mehr anzeigen
