Important: Brand Secrets and Strategies has been rebranded to Retail Solved. Please swap all BrandSecretsandStrategies.com URL’s with RetailSolved.com. This is now the Bulletproof Your Brand podcast. Thank you for listening!

Retail is pay-to-play. Traditional strategies are incredibly expensive & ineffective - a huge reason so many brands fail. Let’s fix that! The same strategies used to sell commoditized products will not differentiate your organic plant-based protein snacks

Building a thriving natural brand with limited resources can be tough, even in good times. But guess what? My guest today, Mark, has talked to a lot of other founders, so he’s got some great insights to share.

You’re definitely going to want to check this out. Thanks for listening!

Now, let’s dive into how Mark can help you build a thriving natural brand with limited resources. With all products, if you do, don’t be afraid to put out a product that you and your heart know is just okay. You didn’t need to rush, there’s no need to rush, and everything else. Just put in the extra work and make sure everything is perfect.

The team is everything. We’ve been blessed with the same group we started with. They’re all about the mission, teamwork, and how we can lean into each other and break up as far as our roles are concerned. It’s been simply amazing. I’ve been incredibly fortunate to work with this team.

And here’s the big one: the Y, the W-H-Y. If your Y isn’t massive, you’re in trouble.

Are you ready to hear more of Mark’s great advice? Let’s start the show. Hello, and thank you for joining us today.

Welcome. It’s no surprise that building a thriving natural brand with limited resources can be extremely difficult, even in the best of times. What makes this show unique is that my guest today, Mark, has talked to a lot of other founders, so he’s also sharing their insights as well.

This is something you’re definitely going to want to check out. Thank you for listening.

Now, here’s Mark. Today, we’re going to be talking about how to build a thriving natural brand with limited resources, which is so critically important now because we’re all struggling to figure out what does the new normal look like and how do we leverage our trade spend, etc. to get in front of customers and grow sales.

When Expo West was canceled, I realized that the best way to help brands grow and thrive is to solve their biggest challenges. I started doing this on my own, but now I have many people joining me on this mission. My personal goal is to make our healthy lifestyle more accessible by helping brands get their products on more store shelves and in the hands of more shoppers, including online.

I’d love for you to help me raise the bar naturally and share these resources. We all benefit when we help each other. So, what’s keeping you up at night? What are the things you’re trying to deal with or grapple with?

Let me know, and I’ll do my best to either put it on the podcast or include it in our weekly webinar series. In the chat, please leave comments because we’d love to answer your questions. By the way, you’ll find the links to the weekly webinar series, the podcast, and my free trade promotion ROI calculator in the chat.

We have a lot of great resources here. I recently published podcast episode 214, which you can find on YouTube and other platforms.

But I want to emphasize that there are many great resources in this industry. One of the main reasons I was thrilled to have Mark on the podcast is that I love his brand and appreciate that he’s also helping to raise the bar in the industry. We all rise by helping each other.

So, Mark, thank you for that. To start, could you tell us a bit about yourself and your journey to where you are today at Iowan?

Sure, I’m in the Bay Area of California. You can see me in the playroom during early morning calls.

Hey Graham, thanks for sharing that about Iowan Organics! I’m curious, though. You’re not exactly the kind of person I think would start a food company. So, what sparked your interest in food? What problem were you trying to solve?

I’m a big health and fitness enthusiast myself. I’ve been working out and eating healthy for a long time. I believe in the importance of a balanced diet for both mental and physical well-being.

I think I’ve always been passionate about these things, even before I started my food company. Before that, I had a few other ventures in the fitness space. About four years ago, I decided that I wanted to explore the food and beverage industry. I wanted to make sure that I was passionate about it, though.

I looked at what was missing in the market. I wanted to create a product that had a good source of protein.

I wanted it to be organic foods, and I ended up on the savory side. That’s how we got started. But really, it’s just general business startups, and then having it really match for health and fitness, something I was passionate about, and now I’m here in the food space.

That’s great. And I appreciate you actually had the chance to meet a couple of years at Expo. That was awesome!

That was when you had a chip. So why did you pivot? Because we talked about that when we got on the phone before.

Why did you pivot? What was the reason behind that? And how are things going for you now?

In short, the first 18 months of the business were all about learning. I often talk about that too. We got hit pretty hard.

Still, because of that day, of course, I look at it as a learning moment every day. But the first 18 months were really for me getting my hands dirty and figuring out the differences between food and beverage compared to anything I had done before. One of those differences was starting with a chip that wasn’t great in taste.

It was okay, but one of the things I found and discovered, which is a key piece of our business and overall strategy, is that food, as far as taste and texture, is just as important as beverage, of course. It needs to be the first and most important thing you do and focus on.

And I would say that our first product being that chip just didn’t have that. So, luckily, through some iterations, even getting to a point where I felt it was pretty darn good, it just wasn’t where I wanted it to be as the foundation for something we wanted to build. Because by that time, I realized that I had something much bigger than I even anticipated as far as where I wanted to take it, as far as the platform and where it could go.

We made some really strong pivots early on, and the brand is doing great! We’re so lucky.

We’ve been fortunate enough to find a couple of products that are just outstanding. I know I’m biased, but that’s exactly what our customers are saying too. That’s really important.

As for retail and online, we’re seeing growth and getting a better understanding of velocities and customer behavior. In short, our business is doing well, but we have a long way to go. We’re just in the first inning, as I like to say.

That’s a great point! I used to be a fitness enthusiast too. I still ride my bike every day, but I don’t do the more extreme things like biathlons. I used to be a dual athlete, but that was a long time ago.

The point is, food is medicine. It fuels our bodies and helps us stay healthy. Eating the right food not only protects us from viruses, but it also gives us more energy and a better attitude.

And the best part? When we eat right, we’re giving our bodies the nutrients they need. Just to illustrate my point, I often say that if I eat the generic bread, I’m hungry before I finish it.

When I choose the best bread from the mainstream, I tend to feel fuller for longer. But if I prioritize my health and eat organic bread, it provides my body with the nutrients it needs, and I feel even fuller. This is one of the things I wish the food industry would focus on: spending a few pennies more on something I eat less of because it fills me up better. It’s not just a savings on my food bill; it also gives me the energy to compete at my best.

Since you’re so interested in the gym and working out, I know you’re growing and thriving. What are your thoughts on this?

I could talk about this for days. I believe that food is medicine, but I don’t use that word.

I’ve personally experienced the positive effects of a healthy diet, and I’ve been open about it. I’m also more candid about speaking out about mental health.

I’ve dealt with certain things that many people do, and it’s not talked about enough. I discovered it early, and it’s been 20 years since then.

Recognizing that it wasn’t just the gym that was stimulating me physically. Exercise definitely helps, but it’s not the only thing.

Again, I believe that nutrition should be a key part of someone’s life. But it starts in the kitchen. It’s a cliché, but it’s true: it starts in the kitchen, not just for physical appearance.

It’s also the mental piece. If you’ve ever eaten well and found yourself eating healthy or balanced foods, or you’ve tried to clean up your nutrition, you’ll notice the difference mentally. I’m not a doctor, but I know what I’m talking about.

I always follow up with that. I’m just sharing facts and what affects me.

I put that out there because I want to help. So, yes, now talking specifically about organic and better ingredients, there’s no doubt that making healthier choices is always better for you. But I like to talk in general terms.

If we eat well, and we all know what that means, we know what’s good for us and what isn’t. We know what carbs, fats, and proteins are. It doesn’t matter that there are millions and millions of dollars in marketing campaigns trying to confuse us. If we just focus on the basics, we can understand and eat healthier more often.

I also talk about indulgences and the 85-15 rule, which I believe in. It’s okay to have a burger, pizza, or ice cream. But if we base our daily life on core principles of balanced nutrition, we’ll have a great relationship with food, and that’s the most important thing.

I love that! And on the bright side, with all the technology and healthy products out there, it used to be that the packaging tasted better than the food inside. But now, we can have indulgent products that are still healthy, which is so cool.

I had Gail Becker on Collie Power recently, and you know, to me, pizza is kind of indulgent, but so are many other great brands. So I’m thrilled that you took that step and are such a champion for this. Thank you for doing that!

Hey Mark, I’m curious to know why you started your podcast and videos. What were your goals? Because I’ve learned so much from talking to other people, and it’s been a game-changer for me.

I’ve put a lot of effort into my podcast and videos, and I’ve gained a lot of valuable insights. I’d love to hear how you’ve leveraged those insights and reached out to your audience.

I started my podcast for self-serving reasons. I couldn’t get on most podcasts as a smaller brand, so I decided to start my own. I’ve been reaching out to smaller brands more often and getting them on my show because it’s a fun way to connect with them and provide them with a platform.

I’ve also started to reach out to larger brands, but I prefer to work with smaller brands because they’re more receptive to my ideas. I believe that by working with smaller brands, I can gain a lot of valuable insights and experience.

I’ve found that it’s important to start with a value-add proposition. I want to provide my audience with something that they can’t find anywhere else. I’ve been doing this by asking insightful questions and interviewing people who are doing things differently.

I’ve also been reaching out to people who are doing things differently in my industry. I’ve found that these people are incredibly inspiring and I’m always learning from them.

I’m excited to see where this journey takes me. I’m confident that I can continue to grow my podcast and reach a wider audience.

I’ve got a feeling about what’s coming next, and I’m happy to redirect you if needed. The last thing is, I’m meeting some really incredible people.

There are a lot of amazing men and women in this category that I’ve had the pleasure of getting to know. It’s unique like that. I’m sure you know it better than I do.

It’s a small, unique environment, and I’m having a great time here. I hope to spread some positive energy and help others along the way.

I’m not sure if that’s entirely true, but I’ve been fortunate enough to develop relationships with the people they have on the show. John Foraker, Zagara Hershberg, Seth Goldman, and others.

That’s been incredibly helpful. But I love disruptive brands like yours. I love disruptive founders who go out of their way to solve problems that no one else is addressing.

Cricket protein, for example. There are so many different options out there. The point is, you have so much valuable wisdom that drives energy.

That’s one of the things I appreciate most about what you’re doing and the platform you’re creating. So, I’m trying to figure out how I can help you avoid bottlenecks, you and every other brand, and help you grow and scale effectively. That’s my focus.

In general, I’m trying to fix our broken food system. I want to make it easier for you to get your brand on more store shelves and in the hands of more shoppers. Retail is pay to play, and it’s disgusting how much money needs to be wasted on things that don’t really add value.

So, I’ve narrowed down my focus and really leaned into trade marketing.

Hey Nicole, I’m on it! I’m on it, guys. That’s called quarantine.

I often talk about that too. My kids are first, so the business falls wherever it lies after my kids. So, yes, Ari was great too.

And we know of someone like myself when I know of a John Forger, right? I’ve never met him personally, but you just know of him. And you’re like, okay, this guy’s like, he’s the Tom Brady, right?

That’s cool. But in my mind, I know that maybe one day we could align like that. I don’t know what that means necessarily, but I’m using that as a figurehead.

I talk openly and I’ve been doing it more often about the big brands that are out there. The Frito-Lays of the world, most would be like, oh, are you competing with? Well, I don’t really, I’m not competing with anybody.

I’m just doing what is is our own thing. I want Organics is is a platform for health and wellness and we’re solely focused on that. I don’t care about anybody else and I don’t look at anybody else.

I don’t go to other people’s pages like people. Again, sometimes when I tell them, I’m very transparent. That’s my playbook.

I don’t need inspiration. We’re building a platform that I believe will be a legacy product. Will it be passed down to my child?

I’m not thinking about that. I’m just saying this could be something like Annie’s someday.

You mentioned software and how you get there. You don’t push away those ideas, right? They might say, ‘Frito-Lays owns that.’ They have a significant stake in that market.

I don’t care. In fact, I’d love to work with Frito-Lays someday. They have an unmatched platform.

They have great products, though I don’t eat them myself. I don’t give them to my kids, but that’s okay. So, I’m not saying they have amazing, delicious products.

But they’ll look for great platforms that serve a purpose, a focus, or a customer they don’t. And that’s exactly what I want. They have great executives.

They have talented and knowledgeable people who can help us in areas where we can’t. Anyway, just about what you’re saying about Shelf, we’re just doing our thing. We’re doing our thing.

And where that ends up in a month, a year, or ten years, we’ll see.

By the way, technically, we do compete against them because a snack buyer buys any of the snacks on Shelf. But what I’m getting at, Mark, and this is something I’d love to help you with or something I focus on a lot in the podcast, is that the customer who buys your product, who understands the value of organic, and who supports your brand’s mission, will pay a premium to buy your product. And when they buy your product, they’ll likely buy other premium organic products across the store.

So, at the end of the shopping trip, your customer is way more valuable than a Frito customer. And by using these insights, you can skip slotting and some of the other fees that other brands pay. The truth is, you’ll never compete against Frito because they have so much money.

But here’s the thing: they’re more interested in you because of that customer you attract. And how do you grow that customer? So, the point is, I’m focused on how to get you, how to help you use that in your selling story so you can grow and thrive.

That’s why I tried to frame it that way. Do you have any thoughts on that? And when you said you wanted to be a legacy brand, that’s awesome.

But here’s the thing: if I can help you get more time to grow and scale, that’s a win-win. Any thoughts?

Time is the key. That’s why, again, I often talk about the money needed. The longer you’re in the game, the better results you’ll get.

So, that’s just a matter of time. And the brand being more well-known, well, I’ve seen it before.

I remember seeing an ad online. I’ve walked past the bag on the shelf three times now. That’s just part of what you need to get to the next level of your business.

Money is a big part of that. I don’t know. Again, I don’t think much about it.

There’s always going to be a Doritos buyer. There’s always going to be a Cheetos buyer. I don’t care.

I just, because that isn’t my focus, other than to do what we have control over. I don’t control the fact that they have 80% of the shelf. I don’t have control over it.

So, it’s part of your mindset of building a business. Just focus on the things you can control. What I do have control over is to tell our story in hopes that it solves the consumer’s problem.

Hey there! Remember, this platform is all about helping others, not just me. It’s about solving their problems, not mine. It’s a ‘you’ thing, not a ‘me’ thing.

If we can effectively communicate our message and let people know that it’s solving their issues, and 10 out of 20 people who see it decide to make a healthier choice, that’s a win! Even if those 10 people are just going to the store to buy Doritos, but now they’re opting for something better. That’s progress, right?

And here’s the thing, we need to keep doing this over and over again. That’s my answer.

No, that makes perfect sense. That’s why we’re here. We want to help you gain more exposure and compete more effectively, so you don’t waste your money on things that don’t work.

Now, here’s the challenge: many brands that enter this space try to compete using the same strategies as Frito. But we want to teach you how to stand out with your own unique approach. That’s why I’m known for helping big brands like P&G and Frito by leveraging the value of their loyal customers.

You see, if I can help brands like you do the same, you’ll have an equal chance to succeed. So, thank you for sharing your insights. Now, let’s talk about how to build a CPG brand with limited resources and financing.

The key is to be very conservative with your cash. It’s a simple yet effective approach, especially after COVID, which has put you back in a position where you need to be focused on your cash position and where your business is headed. Another topic I like to discuss openly is the profitability of a business.

Early on, I wasn’t really focused on profitability because I was overwhelmed by everything else. But now that we’re at this stage, I’m really looking for a profit. I said it last month.

Last month, we had a profitable month. That’s exciting to me. But we also need to raise capital.

We’re closing on some money right now because we need it. There’s a difference between having a lot of money and just using it to buy sales versus having money to grow slowly. And that means you need money for operations.

Somebody can easily figure this out. If you’re selling $300,000 or $400,000 of product a month, well, you need to make that product. And you need packaging, foil, co-packing, employees, paper, a printer, stamps, and lights.

So you need money for operations. And those are two very different businesses. I also posted about this, that there are 150 different ways to operate a business in this space.

So you need money either way, but you have two ways to build and everything in between. You can do it brick by brick, directly to consumers, do some tests there, $1 to $2, $2 to $4, $4 to $8, or you can just get your friends in high places to write big checks for you to go at it. And the latter isn’t really something I’m interested in.

So, we’re going to just keep going and try to stay lean. And that’s really the theme of the question: where we like to stay lean and we’re going to keep staying lean going into 2021.

Thanks for sharing that. I believe that a CEO or founder shouldn’t be a perpetual fundraiser, which is what you’re getting at. And so, again, it’s about how you use it.

Hey there! I’m curious about your approach to growing on skill, leveraging resources, and making the most of what you have. You mentioned buying volume, which is what big CPG brands are known for.

Trade marketing is another great way to do this. It’s amazing how any brand can show up and look great on a ranking report, and that impresses buyers. But here’s the thing: you’re actually contributing more to the category. Those are the dollars that go to the big brands.

At the end of the day, that’s what really matters. And more importantly, it’s about driving in those unique customers who are more valuable than just a brand that throws money at their product. Remember that buggo during the Super Bowl? That never made sense to me.

I never really understood that, but that’s their model, and that’s fine. So, when you’re leveraging these strategies, what are some of the things that you and I want to do to really capitalize on what you’ve got? We want to maximize it and leverage it at the shelf and in retail.

One thing I’d love for you to touch on is the community you’re building around your brand. That’s the single greatest asset you have.

One thing that starts with margin, something I’ve talked about a lot. You need to start with a good margin. And then, from there, just make sure that your trade spend is in check. There’s definitely a trade spend, and there’s often a good number that you should focus on. Everything below that line should be lean, just like I mentioned before.

We have a team of five, and I believe that our team can carry us from our current number to probably two to three times the revenue. And at those stages, those numbers are profitable. That’s what we love about it. That’s the theme for us.

So, let’s talk about the community. Remember, the key is to focus on the customer. You need to be the customer, not the ‘we.’ This way, you’ll keep building your customer base. And the goal is for your customers to keep buying your products.

The second important thing is to encourage them to come back. This is super crucial for CPG products, and it’s something we need to really focus on. They use terms like ‘velocity,’ but it’s all about one simple question: do your customers come back to buy your product?

If they do, that’s a great sign! And if they do, they’ll tell their friends about your awesome product. That’s step three.

So, these three steps are really the foundation of any business. And if you’re thinking about starting, in the early stages, or even starting to grow, these three things are what you need to focus on.

As for spending, it’s all about being smart with your money. Don’t waste it!

By the way, traditionally, trade spending makes up 25% of your gross sales. But guess what? 70 to 90% of that money is wasted or ineffective. It’s not driving sales or introducing your brand to new customers.

So, when I talk about the community, that’s exactly what I want to focus on. Like you said, if you can spend less money to get the same customer back, that’s a huge win. And even better, if you can turn that occasional customer into a loyal fan, that’s the win-win!

So, when you’re talking about your community, like I said, that’s the area I focus on a lot.

Hey there! I wanted to chat with you about something that’s been on my mind lately. You know how people often say loyalty is just a card or a sticker? Well, that’s not really the case. True loyalty comes from a customer who goes above and beyond to buy your products, even when they’re not on sale.

That’s the holy grail of marketing, and the best way to achieve it is by building a strong community around your brand. When you do that, you can dramatically reduce your trade spend and focus on what really matters - helping your customers.

I’ve got a few strategies up my sleeve that can help you do just that. I’ll share some of them with you on my website, where you’ll find a free trade promotion ROI calculator. I’ve also included a link to it in the chat.

The point is, if you use this calculator, you’ll be able to see how much money you’re actually spending on trade promotions. And if I can help you become more efficient by understanding these dynamics, that’s a win-win situation.

By the way, many of the trade promotion tools out there are just like QuickBooks for trade marketing. You need to really understand the intricacies of trade markets and what moves the needle. And that’s different for every retailer and customer.

So, I highly recommend checking out the little instructional video I’ve attached. It’s only nine minutes long, but it’s packed with valuable information.

It all comes back to the platform you’re building and the community you’re creating around your brand. The more engagement you have around your brand on platforms like LinkedIn, the better.

As you said, it’s all about helping your customers rather than focusing on yourself. And sadly, big brands often fall into the trap of saying, “Look at me, I’m a great brand, buy me, buy me, buy me!” But you’re talking about solving problems and helping your customers achieve their goals.

So, let’s work together to build a community that truly values loyalty and customer satisfaction. I’m excited to see what we can achieve together!

Here’s how I can help you make your life better. I’ll share the quality of your product and your personal story about how you use your insights to build your brand. What do you think?

The only thing that comes to mind is how big companies have been successful for a long time by solving problems and providing happiness. Even if it’s just for a short time, I’ll openly talk about Frosted Flakes and Fruit Loops.

Who doesn’t love Frosted Flakes and Tony the Tiger? People want to enjoy those things, right? I’m trying not to use a bad word, but they provide happiness.

The ultimate thing you can give a customer is happiness. When you open the box and see Tony the Tiger, you’re happy. And who else is happy? Your kids, right? Again, I’m open about it.

I don’t have that in my house. My kids have never even had Frosted Flakes. But they’ve never had sugar foods or things with a lot of sugar either.

The other thing is, if we’re being honest, the nutritional information on a product like that isn’t much worse than most of the other stuff out there. Sorry, but some of this stuff really gets me fired up because people want to criticize something like that, but they’re not being realistic.

There’s as much sugar in Frosted Flakes as there is in juice. Do we not understand that? But one is healthy and the other isn’t.

Frosted Flakes gets your kids smiling, which is the best thing ever. Forget everything else that’s going on. When your kids are happy, you’re happy too.

There’s joy in your life, and if you think about it, all brands are trying to bring that joy to their customers. I know it’s a bit of a wild idea, but it’s exactly what you wanted to know about what brands are up to.

They’re doing that. I won Organics, by the way. We have a mission to help people feel better.

So, the ultimate goal is to reach that level. And guess what? Winning on nutrition opens up a huge opportunity.

People didn’t understand what I was doing when I started that positive, feel-good platform that wasn’t just about foods. It’s about some of the things I’m doing even on LinkedIn.

I just want people to feel good. So, imagine if you have a food product in your cabinet that not only makes you feel good but also does the same for you physically, emotionally, and mentally. That’s a pretty great opportunity, right?

That’s just my two cents. I know it’s a bit all over the place, but I had to nail that one.

Thanks for taking us on that journey. Here’s where we say amen. I completely agree.

And here’s the thing: many people don’t realize that if you can cut back on sugar, by the way, it’ll tease you and say, ‘You call yourself a good dad and you don’t have frosted flakes?’ But the point is, if you can avoid some of those highly processed foods that aren’t good for you, like the bread example I shared earlier, other things will taste better. If you use fresh, organic strawberries, they’re so sweet and flavorful.

But if you eat something that’s been sitting in a produce bin for a while and you don’t know where it came from, they taste bland. There’s just not much flavor there. And that’s exactly what we’re talking about.

Wow, you’re doing an amazing job creating savory snacks for your community. It’s so inspiring to see you taking the time to build something meaningful and nutritious. That’s exactly why I wanted to invite you on! I believe we can do even better as an industry by communicating the value of our products and helping customers make healthier choices.

You know, I can always buy the cheaper bread, but it won’t fill me up. But if I choose the better bread, it will keep me satisfied for longer. And if we as a community can help people understand that, it’s a win-win situation.

Plus, the customers who buy IWANT Organics are also more likely to buy other premium products from the store. That’s because your brand has a strong reputation and appeals to a wide range of customers.

Your message and your community are what make you so successful. That’s exactly what I recommend to all brands.

Your product needs to be available wherever your customers shop. And as a brand ambassador, you’re the one who’s there to help them solve problems. So thank you for sharing your journey with us.

Now, what’s the biggest thing you’ve learned since starting?

Oh, there are so many things! The first one is that cash is everything. It’s a cash-intensive business, and if you want to grow, you need to be careful with your finances.

The second thing is that your flavor profile needs to be on point. If you want to have a long-term successful business, you need to make sure your taste and texture are consistent. Don’t be afraid to put in the extra work and make sure everything is perfect.

The third thing is that your team is everything. Your team is your biggest asset, and you need to make sure they’re happy and motivated.

Thanks for sharing your insights with us. It’s been a pleasure learning from you.

We’ve been incredibly fortunate. We have the same team we started with. They’re all about the mission, teamwork, and how we can support each other and divide our roles effectively.

I’ve been incredibly blessed to work with this team. And the fourth key factor is the ‘why.’ You know, the ‘W-H-Y.’

If your ‘why’ isn’t massive, massive, again, I can say this. I’ve said it before too.

Nobody’s ‘why’ is bigger than mine. I’ll proudly put it up. I can stand on any stage with anybody, any founder, any day of the week.

We could go head-to-head. Nobody, nobody’s ‘why’ is bigger than mine. And yes, we can do that too.

And I say that with all respect, because there are so many founders that I’m so inspired by, people who have done it before, and people I want to learn from. Like Daniel from KIND, for instance, his ‘why’ was so big. It’s why they’re there, right?

You can’t say that. And I say this before, we want to be the kind of salty snacks, right? There’s a reason for everything.

So because I say that because there’s so much that’s going to be thrown at you. There are so many obstacles. You’re going to get punched in the face so many times that if your ‘why’ isn’t big, it’s going to be very difficult to get out of bed every single day.

So those are four of the main pieces to the puzzle.

Okay, I’m going to challenge you on that because the show you put out, that inspiration, that’s what matters. By the way, Bernardo, I’m sorry I didn’t get back to you earlier. I got your note in the chat.

We can follow up afterwards as far as a Mexican company coming into the US. And I used to be, I was once the keynote at the Mexican Healthy Products Summit. So I’m very familiar with the Mexican market.

So I can definitely help you there. You can schedule a free 30-minute call with me by going to. And Mark’s email address is here.

Hey there! It’s Msamuelsatirganics.com. We’d be thrilled to assist you. If you have any more questions, feel free to reach out.

By the way, if you have any more questions, drop them in the chat and I’ll make sure to include them in the replay or you can get in touch with us. We’re all ears for your questions, but I hope this helps. There are plenty of opportunities for you, Bernardo.

One of the things we’re discussing today is how to enter the market. There are a few things you should keep in mind. I’ve shared some creative strategies in other podcasts and webinar episodes. You can check them out to maximize your chances.

Thanks for your question! So, what’s the…

How do you drive trial, Mark? Trial and preschool. How do you try…

I can speak more confidently now, right? How do you drive trial and preschool?

Post-COVID. Yeah, because of the demo thing. We were big on demos.

We really enjoyed demos. We saw a significant impact from them. Just again, if you have a great tasting product, demos work because you can see people buy right there in front of you.

So, post it. You’re just going back to your regular promotional schedule and making sure it’s all set, number one. And two, you’ll lean a bit more into other opportunities like digital coupons that are being offered now.

You’ll lean into the most important pieces, lean into your current partnerships. So, as far as trial, a part of that is don’t start expanding too quickly. Because of the current state, because of the different dynamic, which again is kind of opening back up.

I don’t know if you’ve been in a store lately, with masks and all, but it’s definitely getting back to a calmer atmosphere in a grocery store, where if you’re a newer brand, trial is starting to come back a bit more. I call it exploring. But you should be really focused on your partners that you have now and making sure those work.

So, here’s a big tip for trial success: don’t rush into things. Door counts don’t really matter in this business, whether it’s pre-COVID or post-COVID. But you’ll need to stick to that idea at this stage.

I’ve got a couple of strategies I want to share with you. A few weeks back, on the podcast and in a webinar, I had Stephanie Linden, an expert in plant-based and food service. And guess what? You can use food service to get paid samples and paid trials.

Here’s the thing: food service organizations are desperate for products that are sealed, individual self-service, like single-packaged brands. If you can get that in front of them, they’ll sample it for you, introduce your brand to new customers, and help you get discovered. And the best part? You’ll get paid for it!

Plus, you’ll be helping out our friends in the food service industry. That’s just awesome. And one strategy you definitely want to check out.

The other thing I talked about is leveraging your community. If you can use your community to reduce trade spend at the shelf and reward loyal customers, that’s a better way to maximize your sales. And if you can come up with a creative strategy to create more trial situations, that’s the ultimate win!

That’s another big win. So, Makena Social Nature, two of my big partners, are also on this series. They’ve got platforms that can help you get some of those trials out there.

So, definitely leverage that. Thanks for sharing that. Now, why choosing retail partners is so important is the next question I have for you.

But let me frame this first. You mentioned getting into the wrong doors. One of the biggest mistakes brands make is partnering with distributors or brokers who promise to get them distribution in places they can’t serve.

Hey Mark, I’ve been thinking about your go-to-market strategy and how brands can work together to grow sales. I’m curious to hear your thoughts on this.

It’s a tough decision because everyone wants to be in every door, especially when a big retailer name is mentioned. But the key is to figure out who your customer is. That’s easier said than done, though. We know who our customers are, but we need to make sure we’re always on the same page.

With our product, it’s easy to get caught up in the idea that it’s for everyone, but that’s not true. It’s never true. The sooner you realize that and be honest with yourself, your product, and your brand, the better.

So, the first step is to narrow down your focus. If you know that your core consumer is moms between the ages of 30 and 50, you can figure out where they’re most likely to shop.

That could even be online. You might just have a direct-to-consumer play. We recently launched with Thrive, and we’re confident that we’ll do well with them because they’re already part of our subscription base.

If you know that your buyer is an 18-to-25-year-old male who works out five days a week, you should focus on vitamin shops or GNC. I know some great distributors in those channels who still focus on small to mid-size nutrition supplement shops.

So, the key is to find the right retailers. It could be a direct-to-consumer approach. Focus on those that align with your ideal customer and that you can support nationwide.

That’s exactly what I did! I created free turnkey sales store strategies to help brands make those decisions.

Just like you said, you don’t want to distribute your products in stores that don’t match your target audience or that you can’t support effectively. By understanding your business and your customers, you can make informed choices.

Thanks for sharing that! I love how you mentioned direct-to-consumer. It’s crucial to be available wherever your customers shop.

And that’s where you can maximize your trade spending. Tom has a question for you. He’s interested in learning how Mark determines third sales support brokers with lower volumes and natural organic growth, given the lack of face-to-face interactions.

Tom wants to know how you justify paying or hiring these brokers. We’ve been fortunate enough to avoid that situation. We mostly did our business directly.

We have a couple of brokers. One of them we actually brought on after we had already closed the deal ourselves. It was more about his overall relationship with the retailer, getting reports, having more personal discussions, and the opportunity to expand in the future. Under this particular retailer, they have multiple banners, and we expect him to help us reach a few more banners in the future.

Brokers are a specific decision for each brand. That’s how I’d leave it. And again, if you have a bit more cash and you’re willing to give up a few more points, and you have enough margin to cover it, and they’re reputable and good people, I don’t see anything wrong with adding really valuable people to your team.

You can support them for a long time.

That’s well said. Many people do that. They hire brokers blindly and just hand over the keys, expecting miracles, but they don’t clearly communicate the value, mission, or brand.

So well said, but more importantly, let me stress this: you have to be in charge of your brand. Your name is on the package, and you have to be able to leverage your broker to execute on your behalf in those stores.

That makes sense for you, going back to that previous point. Thanks, Tom, for saying that. Tom says absolutely.

So thank you. I know we’re getting close to the top of the hour. Mark, what bottleneck can I help you solve?

Oh, man, that’s a whole other… I don’t, you know, we’re lucky. We feel pretty good right now.

We’re feeling great right now! We have a solid plan in place, not just to wrap up the year, but to really make it through 2021. If you’re in a similar situation, whether you’re small or big, you should definitely have something in place.

First, you need to know where you are right now. Be honest with yourself and with your plan. Don’t start with crazy commitments or goals that are too far-fetched. Instead, focus on things that are already in progress or that you genuinely believe can happen in Q1 or Q2. Create those pro formas to track your progress.

Regularly meet with your team and make sure everyone is on the same page. I’m a big communicator, so I’m always open to feedback, both positive and negative.

I believe that open communication is crucial for developing a successful business.

Thanks for sharing that! I also focus a lot on Bess, and I have a lot of content around your business plan. Many companies talk a big game about their plans, but I work with a wide range of businesses, from emerging brands to multibillion dollar companies, and everything in between. I’ve even helped companies looking for funding.

One common issue I see is that companies sell a small amount of money last year but expect to sell a lot more next year without a clear strategy. I want to emphasize that your business plan should be so comprehensive and well-thought-out that anyone could take over and run your business in your absence. This includes your goals and the doors you want to open.

That’s a great list! I’d love to know more about where you’re planning to go, your promotional calendar, and any new innovations you’re working on. If you’ve already incorporated these into your strategy, that’ll make it a lot easier for you. Many brands, unfortunately, tend to be reactive. If you’re reactive, you can’t seize opportunities that come up unexpectedly.

On the other hand, being proactive takes a lot of stress off your shoulders. You can then focus on the important things like building a community, just like you do, Mark.

Thanks so much for sharing that with us. Do you have any final thoughts?

I really appreciate you having me and it was a pleasure chatting with you. Let me know if there’s anything else I can do to help.

I want to thank Mark for joining us today and sharing his wisdom and insights. I especially appreciate the antidotes he gets from talking to his community. The people he has on his podcast are amazing.

I’ll make sure to include a link to IWANT ORGANICS on the podcast website, so you can definitely check them out. Oh, and I’ve got a new downloadable guide that I think you’ll find helpful. It’s called ‘The Recipe for Success,’ and it’s the foundation that every brand needs to have in place to successfully build a brand, especially now during these challenging times.