Startup Confidential

Elavi is the second brand in my Rising Stars Series. Michelle Razavi, Founder and CEO of Elavi Protein Brownies, joins for this two-part series. She tells the story of how she repeatedly adjusted their product mix to make their mission of clean, allergen-free protein take off. She had to kill off the original product line to keep focused on what was growing, which is never easy for new founders. In this episode, Michelle also makes a compelling case for a fitness background as a CPG founder. Can you guess why? Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

In the final chapter of Ramping Your Brand, I walk readers through the crucial transformation every new founder must go through - Operator to Strategist to Leader. In some cases, this has happened in a matter of years, or the culture will probably break, bogging everyone down in slow or chaotic decisions. This episode explains the personal traits founders need to cultivate in order to accomplish this transition.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

The most efficient Skate Ramp brands earn large amounts of money in small geographies. In this episode I explain how to measure this and why it’s so important to set such a high standard for an undercapitalized business early on. You have to listen to learn the benchmark. This is contained in my book, deliberately. Sort of. Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

If your brand does not Ride the Ramp, it most likely attained nine-figure scale by stair-stepping its way upwards. Distribution gains with sustained, not growing velocity. In this episode, I explore what causes this and why you should get off the staircase as soon as possible if you want to sustain growth.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

Marketers obsess with platform metrics, because these are the numbers they can tactically control the most. However, buried in every CPG product’s design are hidden sensory variables that work with or work against the efficiency of marketing. Let me explain in this episode.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

Megatrends are ones that grow for decades in a steady linear fashion regardless of hype cycles that occur within that time span. They often start decades before the industry leaders pile on. In this episode, I call the not-surprising next trend, the one that has been building for decades quietly as Americans become more educated about the hidden problem in the traditional foodways of most Americans of European, African, and Latin descent. And Gen Z is leading the charge. Have a listen and see if you agree!Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

The survival rate of brands at $1 is brutal enough. And at $10M, even more hit a wall or die. But the real problem that survivors face as they scale into eigth figures is stagnation. The grand delusion is that adding more and more retail accounts will keep the brand growing. But this is an illusion whose fragility exposes itself once deceleration begins and doesn’t reverse with new accounts. Growing past $100M and deep into the nine figures is NOT a sales game. It is a marketer’s game. But most brands need to change one thing. Have a listen and take notes. This is not material in my book.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

The majority of early-stage brands chase investors way too late and with a mindset of moderate-to-extreme desperation. Investors can smell it, and you attract the worst actors, who, themselves, do not have the track record to develop a deal flow pipeline properly. As investors get pickier than ever, you need to court them for longer than ever in advance. And just as carefully as you courted a spouse.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

These four tips derive straight from my best-selling business book, referred to by many as “The CPG Bible” for founders new to the industry - Ramping Your Brand. It’s about discipline. The discipline to work on the business and on yourself. Check it Out!Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

Brands crossing the $100M line, roughly speaking, face a privileged danger : deceleration. It happens very quickly once you hit max ACV or even ¾ of your category’s max ACV. If you didn’t prepare for this, you will have to act fast. It’s very hard to an emerging brand to get past $500M and stay growing like KIND. The solution is to aim for the opposite - acceleration, even when it seems least likely to happen.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

In the last episode I described the content studio revolution inside high growth brands and how it is upending traditional assumptions about how to use promotional agencies, especially social media agencies. Have a listen!Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

The agency-brand partnership axis is evolving really fast as the cost of creating video content plummets with AI. Brands got in earlier on distributing social content from their own desks in the 2010s, but now they can create and distribute at scale with decent quality and much faster than any contract agency. Listen to my take. Read more in my recent piece at the Food Institute. Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

It’s possible to have strategic premium pricing and a profitable business model. But this is NOT easy. Few founders spend enough time getting their business model right before they hit the gas. This episode explains why there is such a sharp fork in the pricing road and why it matters.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

This is part two of my interview with Yoni Reisman, founder of Tip Top Cocktails. In this episode, we explore how he came to realize others were better suited to manage the day-to-day operations of the business, a very tough call for any founder Riding the Ramp. Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

This episode launches a new series I’m calling Rising Stars - Founders new to CPG who have defied the odds, built growing eight-figure businesses without the interference of premature institutional money.  This is part one of my interview with Yoni Reisman, Co-Founder, Chairman, and former Chief Executive Officer of Atlanta-based Tip Top Proper Cocktails. Established in 2018 by Yoni and his childhood friend and fellow music industry veteran, Neal Cohen, Tip Top offers high-quality, classic cocktails in a can. In this episode, we explore the origins of the business and the bumps in the road on the way to national retail presence. Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

Every creative mind on LinkedIn has railed against the upcoming launch of Pepsi prebiotic. That’s because it’s NOT very creative. Growth strategy for a legacy brand is very different from what works in the early-stage. Making trends and following trends each have their place in the ecosystem. Watch my take on what’s going on here. It’s not AI-psychosis, I assure you. Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

Hopping from buyer meeting to meeting may get you into the seven figures, but it won’t garner your business fast growth through $100M and beyond. Not without really lucky amounts of word-of-mouth. Really lucky. Waiting until you’re $10M in ARR to get strategic is a surefire path to misfires and stagnation.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

How could creativity be a founder liability? When it distracts you. This is the third installment in my series on founder archetypes. I think many of you will recognize yourselves in this episode. The good news? You can be cured! Check it out and let me know if you agree.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

This is the second installment in my series on founder archetypes. While I’m glad to see MBAs and finance-trained folks launching CPG brands, they do have a huge problem taking some of the most critical risks necessary to achieving fast growth. Have a listen!Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

Business doesn’t teach you how to say “no” to bad deals. Yet, it’s the most important skill you have to learn, not just to deflect unsolicited pitches from creepy agencies and suppliers. You need to learn how to say “no” to a bad deal you originally sought out…but which now looks horrible. This is very hard for new founders. Have a listen!Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

If you want to Ride the Ramp, you must hire superb functional executives. Hold on, though. What makes you think you’re ready to do this? In this episode, I explore two hidden attitudes that make it hard for founders to find above-average talent. Hint: it’s not your salary frugality that is the biggest barrier. Have a listen!Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

You do not need a 85-page defensive Powerpoint plan. But you do need a plan. And one-page is more than enough to keep your business disciplined in the early Phases. This episode makes the case and explains one key data source you need to have to make even a 1-page plan useful. Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

Many founders worry about diluting the quality of their product in order to scale. Understood. Yet, diluting the ‘quality’ of your audience is essential. Snobby brands do not scale. Listen in as I explain why.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

 I finally spent some time to prove to all you door-counting crazies that doors do not equal value to your business. In the process, I developed a tool to plan your ACV build in a restrained manner, a tool you can reproduce (legally) on your end with your SPINS or NIelsen IQ retainer. Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

How do mission-driven founders get in their own way? It’s not that hard, depending on how ideological your company’s foundations. The most fundamental issue with missionary zeal, when you do not channel it professionally into scaling a disciplined brand is this - you become overly anchored in the end goal and don’t take the journey seriously. Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

It’s time for a contrarian view. Most founders in CPG should not be focused on rapid growth. It is far easier to create a stable, satisfying seven-figure CPG business if you let go of a need to scale (and grow fast to get there). In this episode, Sarah and I explore the key financial math that forces your hand as a founder. Do you really want to pursue rapid growth? E-mail Sarah at : [email protected] Website: thegoodfoodcfo.comInstagram: @thegoodfoodcfo YouTube: @thegoodfoodcfoLinkedIn: @Sarah DelevanYour Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

It’s not uncommon for brands to scale mostly as B2B enterprises with minimal emphasis on sophisticated consumer marketing. When product design carries you that far, it can be easy to overlook the marketing department. Then, when you turn to ask them for acceleration, you realize you do not have the right team at all. Or, even worse, you don’t even believe. For the founders who delay and doubt the power of marketing, please have a listen. Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

I never urge anyone to become an entrepreneur. Ever. That’s because I am one. Sometimes, continuing the business could endanger more than your finances. In this episode, I give you five clear signals that, when combined, make it clear you should wind down. Remember, you can always try again later in your life. Always. Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

Believe it or not, I used the same fieldwork techniques to build my own B2B brand that I urge you to deploy in my book. In this episode, I explain how I used a flywheel of goodwill connecting tradeshows to LinkedIn to build my business. Fans are critical oxygen for any entrepreneur.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

 In ten days, the updated and expanded edition of Ramping Your Brand goes live in all formats. In this episode, I go over what has changed and why you should grab a copy even if you have the 1st edition. Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

American media loves to reinforce the ideal of the visionary entrepreneur who ‘bootstraps’ to glory with no initial resources. The reality is that those who do pull this off usually have one or more superpowers as they started. My growing case study research suggests that having one of the following superpowers is key to beating the odds of making it through the Phases. Make sure you have one BEFORE you start. Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

One of the more common problems lurking at the Fancy Foods show, if you’ve ever been, is sitting at every booth in plain sight. It’s on the sell sheets of various specialty food brands that exhibit there. It is their SRPs. They’re not just premium. They’re artisanal. And these prices just don’t scale. Pricing 100% above the market share leader in a category is one thing. Pricing 400% above them  is another thing and won’t scale without a truly Doctor Squatch-level media intervention.  Artisan pricing almost always creates a holiday ‘gift’ business though. Learn why in this episode.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

Despite one or two “diet” food brands like Atkins that are still kicking around, diet food innovation is generally a graveyard of CPG innovation. But GLP-1 drugs raise the profile of a different outcome, indirectly supporting weight management  - satiety. But are GLP-1 users an innovation segment or a marketing audience? The difference matters, if you’re going to launch a brand with them in mind. And how you do this could steer you right toward, or away from, market leading brands’ GLP-1 innovation efforts. Have a listen to my fresh thoughts.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

A lot of us are sick of hearing about Liquid Death, the entertainment brand that happens to sell water. In this episode, I explain why it’s so hard for the average CPG startup to build an entertainment-based brand. It’s not the category. That’s not the barrier. Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

 In 2025, the Trump administration’s stated policy moves may easily trigger a recession in the U.S. by late in the year or in 2026.  This is a great time of year to create a Plan B for your marketing playbook to adjust how recessions impact premium-priced early-stage CPG brands. Have a listen and spend a day getting ready in advance. Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

The perils of the first $500,000 in recurring sales are many. Most are related to cash flow and getting paid by distributors or retailers. Without the proper seed monies, many companies evaporate despite the power of their innovation. In this episode, I’m updating the episode that launched this tough love podcast. There is less space on shelves than ever before, slotting fees have risen, and competition for access is worse than ever.  Learn how to get through it and thrive.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

It’s that time of year, folks. Preparing for 2025! The most underthought aspect of early-stage business plans is the strategic plan. It’s the front half of your business plan focused on growth. And all too often, it resembles an investor pitch. In this episode, I narrate material from my Blog for a broader audience so that you can focus on a measurable plan for growth based on reality.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

You may be an amateur with an idea. A great idea. And you may be smart, organized and well-funded. But you still should have at least one other person on your team with 10 years plus functional experience in the early stage world. Most likely, this should be an ops person. This is the skill most founders simply do not have. And it often shows.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

Let’s get real on seed financing. Judging by the sheer volume of founders complaining about all the hidden costs in third-party distributed retail, it’s clear to me that way too many middle-class people tried to jump on the bandwagon designed from top to bottom for the rich. Poor financial planning remains the number one reason that consumer startups die fast.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

During this funding lull, we should all step back and absorb the key mistakes that so many amateur founders made in the 2010s and the pandemic. In this episode, I start with the big one: You started looking way too late. Want the rest. Then, listen in! Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

The most important thing founders can learn from private equity investors is quant-curiosity. It comes in at least two forms. The first is deep curiosity around the financial inner workings of your business. The second? Have a listen to find out…Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

With two dueling regenerative ag certifications in motion, I feel like it's 1999 all over again. You know, the time when "organic" had multiple certifications and not much clarity for consumers - until the USDA launched a regulated symbol in 2002. In this episode, I explore the long-term potential for regenerative agriculture to essentially become the next "organic" to replace it over time. Hope you enjoy! Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

LinkedIn has accelerated the distribution of unsolicited and solicited advice on anything. For founders of consumer brands, though, knowing how to seek out and filter advice is critical, especially quasi-advice attached to sloppy critique of your business. In this episode, I teach founders the three basic filtering rules they need to absorb well-intentioned, thoughtful critique and advice (free or paid). I also explain why good, free advice is incredibly rare. Have a listen!Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

Disclaimer: I am an advisor to Once Upon a Farm, which produces smoothies for tiny kids  but do not hold equity in the companyThe battle for the freshly blended home smoothie is on. You would think this is something for bagged produce, but it's the latest packaged food competition. Daily Harvest appeared online in 2015 to challenge Dole fruit’s near monopoly on frozen smoothie kits and fruit for the home blender.  Where is all this going? And what can we learn from this new category?Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

As wealth has concentrated in the 1%, there is a lot more private money looking for ways to diversify and generate income. Not in savings accounts or CDs. In your startup. Angel and family office money is more plentiful than ever, but institutional venture capital (backed by Wall Street) has basically pulled up and out of food and other highly unprofitable sectors of consumer packaged goods. Private Equity is largely backing Phase 4 brands far from the launch gates. Why is this? And what does it mean for founders today growing companies? I'll dive into all of it. Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

Part Two of my conversation with Samyr Lainé,  an expert in the intersection of A-list celebrities and CPG startups and how to make this work for everyone. He is especially keen on A-list celebrity founder-operators and equity-for-endorsement deals. In this episode, Samyr and I talk about 1) the different ways that celebrities get involved and the pros and cons of each, 2) the increasing business savvy of celebrity founders, and 3) the difference between celebrity founders and celebrity CEOs...Samyr Lainé is an investor, Olympian, brand builder and operator with a background in sports & entertainment. He is currently Managing Partner and GP of Freedom Trail Capital, former SVP of Operations & Strategy at Westbrook, and former Senior Director of Operations at Roc Nation. Prior to working on celebrity ventures for Will & Jada Pinkett Smith (at Westbrook) and JAY-Z (at Roc Nation), Samyr worked in the sports industry at Major League Soccer and Monumental Sports & Entertainment. He also finished 10th at the London 2012 Summer Olympics in the triple jump representing Haiti after getting degrees from Georgetown Law, The University of Texas & Harvard University.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

I rarely have investors on the show, but Samyr is doing things differently. He is an expert in the intersection of A-list celebrities and CPG startups and how to make this work for everyone. He is especially keen on A-list celebrity founder-operators and equity-for-endorsement deals. In this episode, learn about Samyr's background, his fund's thesis, approach to brand evaluation, and experiences with handling deals for Will Smith and Jay-Z. Samyr Lainé is an investor, Olympian, brand builder and operator with a background in sports & entertainment. He is currently Managing Partner and GP of Freedom Trail Capital, former SVP of Operations & Strategy at Westbrook, and former Senior Director of Operations at Roc Nation. Prior to working on celebrity ventures for Will & Jada Pinkett Smith (at Westbrook) and JAY-Z (at Roc Nation), Samyr worked in the sports industry at Major League Soccer and Monumental Sports & Entertainment. He also finished 10th at the London 2012 Summer Olympics in the triple jump representing Haiti after getting degrees from Georgetown Law, The University of Texas & Harvard University.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

The majority of CPG founders exhibit this archetypal orientation. They got into this because they're innovators. They're category geeks. Some, even snobs. But the real weakness these folks have to accept and address somehow is that they are NOT business people at heart. And yet it is the professional businessperson (and his/her team) who scales innovations. Not product-obsessed amateurs. Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

Founders are not snowflakes after all. They tend to come in a finite array of archetypes. In this series, I begin by discussing the Finance Founder. His/Her orientation to money and ROI over-determines every decision they make. For good and for bad. If you recognize yourself in this episode, I hope it helps trigger some self-awareness and growth. You need it. :) Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]

It can be very tempting to look at your balance sheet or cash flow and then pick only tactics you can afford based on your present snapshot. The problem with this is not your financial responsibility. The problem is that you can’t compete effectively and grow rapidly until you prioritize competitive strategy first and then determine the relevant playbook you can afford. I promise you that you won’t end up with the same playbook, even if it costs the same. Have a listen and see what you think.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]