Startup Confidential

Trade shows need to get blown up, from a design perspective. Enough with the booth-cages. The pandemic has shown what we really can’t get done face-to-face. And it’s those zones of human persuasion that industry events should re-design themselves to facilitate and monetize. Let’s kill the trade show, and make events for ALL stakeholders work much better.  Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: admin@premiumgrowthsolutions.comYour Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

In this episode, I explore WHY exactly the initial product line you launch, across all touchpoints, is unlikely to be really a finished line. Not only will you need to iterate, but you’ll need to learn from your fan to do it. In-market learning is really the only way for many premium CPG brands to fine tune the nuances of their product symbolism, package design and marketing communications efforts. In some cases, though, it has huge relevance to which channels and banners you sell in and how you sell in those channels and banners. Don’t be arrogant. Launch ready to learn.  Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: admin@premiumgrowthsolutions.comYour Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

Hey, know anyone who hired their buddy to do pack design or social media marketing? Yeah, of course, you do. In my latest podcast episode, I share some sociological reasons founders of early-stage brands don't want to hire 'friends' as service providers. If you're an investor, take note as you advise your portfolio brands. This selection behavior is super common in the U.S. because, as a culture, we seem to place irrational levels of trust in our thin friendships. It would take a whole book to explain why. I'd much rather recommend you hire your brother than a friend....take a listen to understand why.  Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: admin@premiumgrowthsolutions.comYour Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

80% of CPG brands never make it past $500K trailing annual sales. It's a cruel reality. Often, the end of the business is self-inflicted due to business inexperience. Too often, though, it's based on overly ambitious timelines to scale fed by reading anecdotal cases that trade media love to cover. The unicorns distract too many starting out. This episodes revisits the brutal process of turning the engine on for a CPG business when you are under-capitalized and under-staffed. Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: admin@premiumgrowthsolutions.comYour Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

I’ll probably lose some LinkedIn Connections once again with this content. Don’t care. The reality is that new founders to retail CPG need to get super real about 3P distributors, especially the national players specializing in natural and organic products. Listen up and learn the one stunning oversight most new founders make when starting to work with UNFI, KEHE, and others.  Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

Goldilocks was right. The middle path is the way forward when you are trying to scale quickly and actually get to scale in good enough shape to keep growing in the double digits. Listen in to a ‘dramatic’ reading from my forthcoming audiobook edition of Ramping Your Brand. I think you’ll enjoy it!Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: admin@premiumgrowthsolutions.comYour Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

The more years in the market and, regardless of your actual topline growth rate or scale, the more likely you will no longer be able to notice the subtle signs of underperformance in your business. This is most pronounced when growth is strong. But that's when it's most important to look underneath the topline hood and pressure-test for solid, healthy $ growth. In this episode I share some initial tips straight from the toolkit I use with my clients every month at PGS. Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: admin@premiumgrowthsolutions.comYour Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

Unfortunately, the folks who talk loudest about brand-building are either a) branding agencies, b) venture capitalists or c) overly enthusiastic founders. Curb your enthusiasm. You can design a brand identity, a symbolic system. But, 'brand' is an outcome. It is an outcome based on influencing real human behavior, entering social networks with memorable consumer experiences, potent symbolism, and grassroots 'influence,' not social media puffery. Learn the rules of behavior-based brand-building or get ready to struggle unnecessarily on your journey up the Skate Ramp. Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: admin@premiumgrowthsolutions.comYour Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

It's no secret that Placement is the "P" that dominates strategy among most early-stage consumer brands, selling into retail primarily. And there's no shortage of brokers, fractional sales VPs and consultants ready to focus you on manipulating the trade to win narrowly. The problem with this 'normative' viewpoint is that brands don't grow via TPR programs. There is NO marketing science to prove this common myth. Brands grow by adding households and growing velocity inside those households (generally most common for beverages). So, in this episode, I take on the myth and explain why you need to understand the limits of trade techniques in the later phases of the Ramp. If you're a Founder and want to see how well your team is set up for exponential growth, please take my Founder's Quiz online right now and get your score immediately.  Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.comYour Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

Retail buyers. Either right now or eventually, you will need to convince buyers you are a key new addition to their sets. In this episode, I share some pros and cons of developing relationships with these important stakeholders. I also discuss why the Skate Ramp is just not on their radar, even though one of your key KPIs - velocity - absolutely is. Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: admin@premiumgrowthsolutions.comYour Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: admin@premiumgrowthsolutions.com