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18. INDI Supplements: Scaling a sticky multi-channel brand
Growing a sticky multi-channel brand has a lot to do with the product, and with knowing when to say no.
In this episode, host Peter Beckman sits down with Helen Snook and Chris Read – co-founders, married couple, and 2/5s of the team behind INDI Supplements – to unpack how they've scaled the brand across DTC, Amazon and retail without losing focus or margin.
Get their take on why a tight product range beats a wide one, and why treating retail as a marketing channel has been one of their smartest moves. Plus, hear their number one trade secret.
Highlights:
- 00:03 – Intro: building a multi-channel brand with a team of five
- 01:04 – How INDI got started and the rogue pitch that made it happen
- 06:17 – Product development philosophy: fewer SKUs, better formulations
- 09:54 – How the snack bar came to life and why they piloted before they scaled
- 16:34 – The multi-channel setup: DTC, Amazon and retail explained
- 19:14 – Why retail is a marketing expense, not just a revenue stream
- 26:39 – Channel economics and how to think about the margin mix
- 31:01 – Pricing for access: why they lowered their RRP after finding scale savings
- 32:42 – Forecasting and cash flow when retail is about to take off
- 38:18 – Team setup: how five people run a multi-channel brand
- 42:32 – Quick-fire round: best acquisition channel, worst ops pain, one hire that changed everything
- 46:35 – Helen and Chris's number #1 trade secret
Produced by More Than Words
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By Treyd.ioGrowing a sticky multi-channel brand has a lot to do with the product, and with knowing when to say no.
In this episode, host Peter Beckman sits down with Helen Snook and Chris Read – co-founders, married couple, and 2/5s of the team behind INDI Supplements – to unpack how they've scaled the brand across DTC, Amazon and retail without losing focus or margin.
Get their take on why a tight product range beats a wide one, and why treating retail as a marketing channel has been one of their smartest moves. Plus, hear their number one trade secret.
Highlights:
- 00:03 – Intro: building a multi-channel brand with a team of five
- 01:04 – How INDI got started and the rogue pitch that made it happen
- 06:17 – Product development philosophy: fewer SKUs, better formulations
- 09:54 – How the snack bar came to life and why they piloted before they scaled
- 16:34 – The multi-channel setup: DTC, Amazon and retail explained
- 19:14 – Why retail is a marketing expense, not just a revenue stream
- 26:39 – Channel economics and how to think about the margin mix
- 31:01 – Pricing for access: why they lowered their RRP after finding scale savings
- 32:42 – Forecasting and cash flow when retail is about to take off
- 38:18 – Team setup: how five people run a multi-channel brand
- 42:32 – Quick-fire round: best acquisition channel, worst ops pain, one hire that changed everything
- 46:35 – Helen and Chris's number #1 trade secret
Produced by More Than Words
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