BigDeal #94 Broke to Billionaire: How to Turn a Sidehustle Into Your Salary | Allison Ellsworth
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Sep 24, 2025 
Allison Ellsworth, co-founder of Poppi, transformed her soda brand into a $1.95B success story before its acquisition by Pepsi. She shares her unique transition from oil and gas to beverages sparked by health issues. Discover how TikTok and celebrity partnerships fueled her growth. Allison also discusses mastering investor pitches, navigating challenges as a female CEO, and the pivotal moments leading to her Shark Tank deal. Her journey encapsulates the essence of entrepreneurship, emphasizing the balance of culture, community, and creativity.
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Overcome Content Fear By Doing Or Hiring
- If you're scared to make content, either film a short TikTok or hire someone to run it.
- Treat TikTok management as a legitimate job role and hire creators when needed.
Stocking Celebrities With Free Samples
- Poppy sends hundreds of thousands of sample packages yearly to keep celebrities and creators stocked.
- Organic celebrity usage (e.g., Kylie, Hailey) resulted in authentic visibility without paid asks.
Packaging Fight Saved $17M
- A long internal fight over can printing ended with switching to direct print and saved $17 million.
- Conflict pushed the decision and delivered a major cost win for the company.
