Get the free playbook, trainings, and AI tool that builds your plan to 100K a month: ► The free 100K playbook: https://capitalism.com/100K Kodiak Cakes asked Shark Tank for a $5 million valuation, got told they were a commodity, and walked out with no deal. 7 years later private equity paid a reported $800 million for control of the company. I break down what they actually did in between, then I sit down with Amanda, who is launching a high-protein pancake mix from scratch and is afraid of the exact objection the Sharks made, and we run that same playbook on a 2-year timeline instead of a 20-year one. Resources mentioned in this episode: ► The free 100K playbook: https://capitalism.com/100K ► Amanda's brand, Solea Bakes: https://eatsolea.co/ ► Amanda Carneiro on Instagram: https://www.instagram.com/rawfitnessandnutrition (0:00) Kodiak Cakes asked for a $5 million valuation on Shark Tank and got nothing (0:43) The 20-year version of this playbook now takes closer to 2 years (1:32) They started in Utah ski shops, before Amazon, Instagram or TikTok Shop (2:07) The Clif Bar parallel: niche local retail first, hundreds of millions later (2:45) Nearly 10 years to any real distribution, stuck between $1 and $4 million (3:34) What it actually takes to build a first million-dollar business today (3:47) The Shark Tank pitch, and how the Sharks tore the brand apart (4:35) $500,000 for 10% asked, $500,000 for 35% offered, and they walked (5:40) Doing $4 million at air date, and doubling the year after (6:02) The 2016 capital raise, and the 3 things they spent it on (7:02) Best-selling pancake mix at Target, not Amazon, not Meta ads (7:34) 2018 to 2021: eight figures to nine figures, then private equity called (8:00) Why a bear on the box tells you who they were really targeting (8:46) Double down on what is working before you add new distribution (9:02) You cannot get on a TV show, but you can manufacture the same awareness (9:53) Meet Amanda, launching a high-protein pancake mix from zero (10:22) She does not need $800 million, she needs a $5 million business (11:09) The 3 things she needs before anything else (11:43) A few hundred people is enough to seed a $10,000 launch (12:24) 90 days of audience building to a $5,000 to $25,000 launch (12:51) 300 people on the waiting list, and exactly how she built it (13:19) Hedging the launch, and why half in does not work (14:32) The launch plan: build the hot list, then 2 weeks of hard launch (15:03) A $7 pancake mix versus her $30 bag: the premium problem (15:41) Stop comparing yourself to your competitors (16:27) The most expensive pancakes in the world as a content hook (17:17) 6 organic eggs cost the same, and why that reframe works (17:30) A few thousand people on auto ship is a seven-figure business (17:59) Direct to consumer beats fighting for shelf space at Walmart (18:57) Manufacturing your own big break through relationships (20:31) Treat early customers like gold and send influencers free product (21:05) Start the outreach before the product exists (21:47) 20 well-connected people, care packages, handwritten notes (22:27) What actually happened when Amanda launched (22:51) 144 orders and about $9,000 in sales (23:35) The advice she used, and the advice she ignored (24:03) She raised her price to $32 a bag and nobody pushed back (24:55) The headline you never see is somebody's first $10,000 (25:41) Where to get the free playbook and the AI tool DISCLAIMER: The information contained on this podcast and the resources available for download/viewing through this podcast are for educational and informational purposes only.

Get the free playbook, trainings, and AI tool that builds your plan to 100K a month: ► The free 100K playbook: https://capitalism.com/100K Kodiak Cakes asked Shark Tank for a $5 million valuation, got told they were a commodity, and walked out with no deal. 7 years later private equity paid a reported $800 million for control of the company. I break down what they actually did in between, then I sit down with Amanda, who is launching a high-protein pancake mix from scratch and is afraid of the exact objection the Sharks made, and we run that same playbook on a 2-year timeline instead of a 20-year one. Resources mentioned in this episode: ► The free 100K playbook: https://capitalism.com/100K ► Amanda's brand, Solea Bakes: https://eatsolea.co/ ► Amanda Carneiro on Instagram: https://www.instagram.com/rawfitnessandnutrition (0:00) Kodiak Cakes asked for a $5 million valuation on Shark Tank and got nothing (0:43) The 20-year version of this playbook now takes closer to 2 years (1:32) They started in Utah ski shops, before Amazon, Instagram or TikTok Shop (2:07) The Clif Bar parallel: niche local retail first, hundreds of millions later (2:45) Nearly 10 years to any real distribution, stuck between $1 and $4 million (3:34) What it actually takes to build a first million-dollar business today (3:47) The Shark Tank pitch, and how the Sharks tore the brand apart (4:35) $500,000 for 10% asked, $500,000 for 35% offered, and they walked (5:40) Doing $4 million at air date, and doubling the year after (6:02) The 2016 capital raise, and the 3 things they spent it on (7:02) Best-selling pancake mix at Target, not Amazon, not Meta ads (7:34) 2018 to 2021: eight figures to nine figures, then private equity called (8:00) Why a bear on the box tells you who they were really targeting (8:46) Double down on what is working before you add new distribution (9:02) You cannot get on a TV show, but you can manufacture the same awareness (9:53) Meet Amanda, launching a high-protein pancake mix from zero (10:22) She does not need $800 million, she needs a $5 million business (11:09) The 3 things she needs before anything else (11:43) A few hundred people is enough to seed a $10,000 launch (12:24) 90 days of audience building to a $5,000 to $25,000 launch (12:51) 300 people on the waiting list, and exactly how she built it (13:19) Hedging the launch, and why half in does not work (14:32) The launch plan: build the hot list, then 2 weeks of hard launch (15:03) A $7 pancake mix versus her $30 bag: the premium problem (15:41) Stop comparing yourself to your competitors (16:27) The most expensive pancakes in the world as a content hook (17:17) 6 organic eggs cost the same, and why that reframe works (17:30) A few thousand people on auto ship is a seven-figure business (17:59) Direct to consumer beats fighting for shelf space at Walmart (18:57) Manufacturing your own big break through relationships (20:31) Treat early customers like gold and send influencers free product (21:05) Start the outreach before the product exists (21:47) 20 well-connected people, care packages, handwritten notes (22:27) What actually happened when Amanda launched (22:51) 144 orders and about $9,000 in sales (23:35) The advice she used, and the advice she ignored (24:03) She raised her price to $32 a bag and nobody pushed back (24:55) The headline you never see is somebody's first $10,000 (25:41) Where to get the free playbook and the AI tool DISCLAIMER: The information contained on this podcast and the resources available for download/viewing through this podcast are for educational and informational purposes only.

Shark Tank Valued Kodiak Cakes at $1.5M. Then It Sold for $800M

I help entrepreneurs create their idea, launch, get to the first seven figures, and then prepare for a life-changing exit. The playbook we use to do it is free: ► Get the free playbook: <a href= "https://capitalism.com/100K">https://capitalism.com/100K</a> Tara Bosch started SmartSweets in her kitchen at 21 with no capital, no experience and no connections in candy, and 4 years later she sold a majority stake for $360 million. I sat down with Tara more than once, so what you get here is the sequence rather than the headline: a giant market changed in one way, a few hundred customers who acted like they worked there, a premium price in a category that competes on price, inventory funded with debt instead of equity, and a hiring order that held as the company grew. It is the same pattern behind Dr. Squatch, Dollar Shave Club and Gruns, and it compresses the timeline more than anything else I know of. Resources mentioned in the episode: ► The $100K Playbook: <a href= "https://capitalism.com/100K">https://capitalism.com/100K</a> (0:00) A first-time founder, 4 years, and a $360 million deal in the candy aisle (0:40) No capital, no experience, no connections in candy (2:00) What we actually know about the deal, and what never gets disclosed (3:00) Lesson 1: walk into a giant market and change one thing about it (4:10) The one thing Mars and Hershey still cannot copy (5:00) Why better-for-you keeps working as the one thing you change (6:12) Lesson 2: the Champion Program, and the first 500 people (7:00) The back road into a market you cannot outspend (8:00) Lesson 3: $24 for a box of 8, against Sour Patch Kids at a sixth the price (9:00) A $65 bag of Gruns against $8 Flintstones, and why the premium holds (10:04) Tara on seeing the company years before it existed (12:00) Inventory is where a physical product business eats its cash (13:20) Treating the banks like investors, and a $14M line of credit (15:03) Hiring for the things she was bad at, in the order she did it (16:37) Candy is an impulse buy, so the sales channel was already decided (17:00) Local shelves first, then the national accounts (19:00) Your excuses, and the ones she had available and did not use (20:00) The 5 things SmartSweets did well, in order DISCLAIMER: The information contained on this Podcast Channel and the resources available for download/viewing through this Podcast Channel are for educational and informational purposes only.

I help entrepreneurs create their idea, launch, get to the first seven figures, and then prepare for a life-changing exit. The playbook we use to do it is free: ► Get the free playbook: https://capitalism.com/100K Tara Bosch started SmartSweets in her kitchen at 21 with no capital, no experience and no connections in candy, and 4 years later she sold a majority stake for $360 million. I sat down with Tara more than once, so what you get here is the sequence rather than the headline: a giant market changed in one way, a few hundred customers who acted like they worked there, a premium price in a category that competes on price, inventory funded with debt instead of equity, and a hiring order that held as the company grew. It is the same pattern behind Dr. Squatch, Dollar Shave Club and Gruns, and it compresses the timeline more than anything else I know of. Resources mentioned in the episode: ► The $100K Playbook: https://capitalism.com/100K (0:00) A first-time founder, 4 years, and a $360 million deal in the candy aisle (0:40) No capital, no experience, no connections in candy (2:00) What we actually know about the deal, and what never gets disclosed (3:00) Lesson 1: walk into a giant market and change one thing about it (4:10) The one thing Mars and Hershey still cannot copy (5:00) Why better-for-you keeps working as the one thing you change (6:12) Lesson 2: the Champion Program, and the first 500 people (7:00) The back road into a market you cannot outspend (8:00) Lesson 3: $24 for a box of 8, against Sour Patch Kids at a sixth the price (9:00) A $65 bag of Gruns against $8 Flintstones, and why the premium holds (10:04) Tara on seeing the company years before it existed (12:00) Inventory is where a physical product business eats its cash (13:20) Treating the banks like investors, and a $14M line of credit (15:03) Hiring for the things she was bad at, in the order she did it (16:37) Candy is an impulse buy, so the sales channel was already decided (17:00) Local shelves first, then the national accounts (19:00) Your excuses, and the ones she had available and did not use (20:00) The 5 things SmartSweets did well, in order DISCLAIMER: The information contained on this Podcast Channel and the resources available for download/viewing through this Podcast Channel are for educational and informational purposes only.

I help entrepreneurs create their idea, launch, get to the first seven figures, and then prepare for a life-changing exit. The playbook we use to do it is free: ► Get the free playbook: <a href="https://capitalism.com/100K" rel="noopener noreferrer">https://capitalism.com/100K</a> Tara Bosch started SmartSweets in her kitchen at 21 with no capital, no experience and no connections in candy, and 4 years later she sold a majority stake for $360 million. I sat down with Tara more than once, so what you get here is the sequence rather than the headline: a giant market changed in one way, a few hundred customers who acted like they worked there, a premium price in a category that competes on price, inventory funded with debt instead of equity, and a hiring order that held as the company grew. It is the same pattern behind Dr. Squatch, Dollar Shave Club and Gruns, and it compresses the timeline more than anything else I know of. Resources mentioned in the episode: ► The $100K Playbook: <a href="https://capitalism.com/100K" rel="noopener noreferrer">https://capitalism.com/100K</a> (0:00) A first-time founder, 4 years, and a $360 million deal in the candy aisle (0:40) No capital, no experience, no connections in candy (2:00) What we actually know about the deal, and what never gets disclosed (3:00) Lesson 1: walk into a giant market and change one thing about it (4:10) The one thing Mars and Hershey still cannot copy (5:00) Why better-for-you keeps working as the one thing you change (6:12) Lesson 2: the Champion Program, and the first 500 people (7:00) The back road into a market you cannot outspend (8:00) Lesson 3: $24 for a box of 8, against Sour Patch Kids at a sixth the price (9:00) A $65 bag of Gruns against $8 Flintstones, and why the premium holds (10:04) Tara on seeing the company years before it existed (12:00) Inventory is where a physical product business eats its cash (13:20) Treating the banks like investors, and a $14M line of credit (15:03) Hiring for the things she was bad at, in the order she did it (16:37) Candy is an impulse buy, so the sales channel was already decided (17:00) Local shelves first, then the national accounts (19:00) Your excuses, and the ones she had available and did not use (20:00) The 5 things SmartSweets did well, in order DISCLAIMER: The information contained on this Podcast Channel and the resources available for download/viewing through this Podcast Channel are for educational and informational purposes only.

How SmartSweets Went From $0 to $360M in 4 Years: Case Study

Get the free playbook for building a brand to $100K a month: ► The free $100K playbook: https://capitalism.com/100K Black Rifle Coffee built a nine-figure brand on YouTube videos, a Shopify checkout and 287,000 people on autoship. Then they went public, chased retail shelves, quieted the content that built them, and watched the subscriber base fall to 150,000 while the stock dropped more than 97%. I break down the 3 pillars they had, the 2 they gave up, and why keeping it simple is what lets a brand scale and sell. Resources mentioned in the episode: ► The full step-by-step plan: <a href= "https://capitalism.com/model">https://capitalism.com/model</a> (0:00) How Black Rifle Coffee went from viral videos to a billion dollars, and back (0:42) The 1 number to remember: 287,000 people on autoship (1:17) The 3 pillars of a brand you can scale and sell (2:09) Audience first: a $1,800 Black Friday test and 300 pounds of coffee (3:17) Viral videos and the exposure that compounded (4:26) Content, a subscription and a Shopify checkout: that was the whole business (5:10) The 2021 investor deck: 70% organic traffic, 7% conversion, 43% margin (6:13) Going public meant new people to please besides the fans (7:07) The PR controversy did not cause the decline, and the numbers show it (7:57) Marketing went from over 15% of revenue to under 10% (9:26) The SPAC, the IPO, and share payouts that triggered in 60 days (11:16) My theory about the coffee shops, and why I was wrong (12:33) Retail looks great on paper, and it became their priority (13:51) 287,000 subscribers down to 150,000 while revenue hit $390 million (15:02) Every major decision they made after going public (16:41) Complication kills growth, simplicity scales (17:01) Coffee prices, tariffs and the pricing power they had given up (18:49) Lesson 1: audience is the asset (19:17) Lesson 2: simplicity scales (19:45) Lesson 3: retail is a one-time event, not a growth machine (20:17) Why Black Rifle is now on my watch list (21:19) The 3 pillars, and what Black Rifle teaches about all of them DISCLAIMER: The information contained on this Podcast Channel and the resources available for download/viewing through this Podcast Channel are for educational and informational purposes only. Nothing in this episode is investment advice or a recommendation to buy or sell any security.

Get the free playbook for building a brand to $100K a month: ► The free $100K playbook: https://capitalism.com/100K Black Rifle Coffee built a nine-figure brand on YouTube videos, a Shopify checkout and 287,000 people on autoship. Then they went public, chased retail shelves, quieted the content that built them, and watched the subscriber base fall to 150,000 while the stock dropped more than 97%. I break down the 3 pillars they had, the 2 they gave up, and why keeping it simple is what lets a brand scale and sell. Resources mentioned in the episode: ► The full step-by-step plan: https://capitalism.com/model (0:00) How Black Rifle Coffee went from viral videos to a billion dollars, and back (0:42) The 1 number to remember: 287,000 people on autoship (1:17) The 3 pillars of a brand you can scale and sell (2:09) Audience first: a $1,800 Black Friday test and 300 pounds of coffee (3:17) Viral videos and the exposure that compounded (4:26) Content, a subscription and a Shopify checkout: that was the whole business (5:10) The 2021 investor deck: 70% organic traffic, 7% conversion, 43% margin (6:13) Going public meant new people to please besides the fans (7:07) The PR controversy did not cause the decline, and the numbers show it (7:57) Marketing went from over 15% of revenue to under 10% (9:26) The SPAC, the IPO, and share payouts that triggered in 60 days (11:16) My theory about the coffee shops, and why I was wrong (12:33) Retail looks great on paper, and it became their priority (13:51) 287,000 subscribers down to 150,000 while revenue hit $390 million (15:02) Every major decision they made after going public (16:41) Complication kills growth, simplicity scales (17:01) Coffee prices, tariffs and the pricing power they had given up (18:49) Lesson 1: audience is the asset (19:17) Lesson 2: simplicity scales (19:45) Lesson 3: retail is a one-time event, not a growth machine (20:17) Why Black Rifle is now on my watch list (21:19) The 3 pillars, and what Black Rifle teaches about all of them DISCLAIMER: The information contained on this Podcast Channel and the resources available for download/viewing through this Podcast Channel are for educational and informational purposes only. Nothing in this episode is investment advice or a recommendation to buy or sell any security.

Get the free playbook for building a brand to $100K a month: ► The free $100K playbook: https://capitalism.com/100K Black Rifle Coffee built a nine-figure brand on YouTube videos, a Shopify checkout and 287,000 people on autoship. Then they went public, chased retail shelves, quieted the content that built them, and watched the subscriber base fall to 150,000 while the stock dropped more than 97%. I break down the 3 pillars they had, the 2 they gave up, and why keeping it simple is what lets a brand scale and sell. Resources mentioned in the episode: ► The full step-by-step plan: <a href="https://capitalism.com/model" rel="noopener noreferrer">https://capitalism.com/model</a> (0:00) How Black Rifle Coffee went from viral videos to a billion dollars, and back (0:42) The 1 number to remember: 287,000 people on autoship (1:17) The 3 pillars of a brand you can scale and sell (2:09) Audience first: a $1,800 Black Friday test and 300 pounds of coffee (3:17) Viral videos and the exposure that compounded (4:26) Content, a subscription and a Shopify checkout: that was the whole business (5:10) The 2021 investor deck: 70% organic traffic, 7% conversion, 43% margin (6:13) Going public meant new people to please besides the fans (7:07) The PR controversy did not cause the decline, and the numbers show it (7:57) Marketing went from over 15% of revenue to under 10% (9:26) The SPAC, the IPO, and share payouts that triggered in 60 days (11:16) My theory about the coffee shops, and why I was wrong (12:33) Retail looks great on paper, and it became their priority (13:51) 287,000 subscribers down to 150,000 while revenue hit $390 million (15:02) Every major decision they made after going public (16:41) Complication kills growth, simplicity scales (17:01) Coffee prices, tariffs and the pricing power they had given up (18:49) Lesson 1: audience is the asset (19:17) Lesson 2: simplicity scales (19:45) Lesson 3: retail is a one-time event, not a growth machine (20:17) Why Black Rifle is now on my watch list (21:19) The 3 pillars, and what Black Rifle teaches about all of them DISCLAIMER: The information contained on this Podcast Channel and the resources available for download/viewing through this Podcast Channel are for educational and informational purposes only. Nothing in this episode is investment advice or a recommendation to buy or sell any security.

The Rise and Fall of Black Rifle Coffee

Our playbook to $100,000 a month is free, and it's where the 90-day plan in this podcast comes from: ► The $100K Playbook: https://capitalism.com/100K Dr. Megan Jolley Milne is a pharmacist, and her company Nutranize does $20,000-$27,000 a month almost entirely off one YouTube channel. She's in a tiny space with a skeptical market and she can't run ads because of medical claims, so when she flew into our in-person mastermind I sat down with her and built a 90-day plan to double the business. I didn't give her a single new thing to do. I took things away. And you can run the same subtraction on yours. Resources mentioned in the podcast: ► The $100K Playbook: https://capitalism.com/100K ► Bootcamp waitlist: https://capitalism.com/bootcamp (0:00) A business that should be doing a million, stuck in the low six figures (1:15) Everything runs on one YouTube channel, and she's stuck on what comes next (2:14) What she sells: a supplement for the side effects of prednisone, $104.99 a month (3:03) The numbers: $20,000-$27,000 a month, and what made May different (4:01) What I caught at breakfast: the traffic goes everywhere (4:35) The inventory: Amazon, a sales page, a checklist, a taper chart, a quiz (5:16) Thousands of leads and zero buyers (6:03) The queen bee activity, and why it decides what you work on (7:08) Leakage, and why scattering a little energy waters nothing (9:27) Her magnum opus, and the phone calls it produced (11:01) Make the thing that already converts your only lead magnet (12:04) One promise up front, everything else stacked behind it (14:10) "That feels relieving. I just need to do one thing." (14:33) A separate follow-up series for every lead magnet is exhausting (15:59) The prescription: one opt-in, and commit to it (16:55) The lead magnet you have beats the one that doesn't exist (17:27) Put a discount in the P.S. of every email (19:49) I don't consider content a call to action (20:33) 4 offers at checkout, and the 1 upsell worth adding (23:20) Why she doesn't have to touch ads in a regulated space (24:01) Why 90 days and not 5 years (25:48) The million-dollar move: out of a niche of all niches (26:23) Nutrient depletion is the brand, prednisone is just the first drug (28:05) A new drug is a new person, and a new funnel (29:42) 80% of my job is telling people what not to do (30:49) No permission to launch a 2nd product for 90 days (31:45) Her last worry: what if they never watch the video (33:01) The Facebook group with 5,000 members she forgot she had (34:35) Now the email list and the group promote each other (36:03) "I just got my money's worth" (36:19) What I didn't do: I took things away DISCLAIMER: The information contained on this podcast Channel and the resources available for download/viewing through this podcast Channel are for educational and informational purposes only.

Our playbook to $100,000 a month is free, and it's where the 90-day plan in this podcast comes from: ► The $100K Playbook: https://capitalism.com/100K Dr. Megan Jolley Milne is a pharmacist, and her company Nutranize does $20,000-$27,000 a month almost entirely off one YouTube channel. She's in a tiny space with a skeptical market and she can't run ads because of medical claims, so when she flew into our in-person mastermind I sat down with her and built a 90-day plan to double the business. I didn't give her a single new thing to do. I took things away. And you can run the same subtraction on yours. Resources mentioned in the podcast: ► The $100K Playbook: https://capitalism.com/100K ► Bootcamp waitlist: https://capitalism.com/bootcamp (0:00) A business that should be doing a million, stuck in the low six figures (1:15) Everything runs on one YouTube channel, and she's stuck on what comes next (2:14) What she sells: a supplement for the side effects of prednisone, $104.99 a month (3:03) The numbers: $20,000-$27,000 a month, and what made May different (4:01) What I caught at breakfast: the traffic goes everywhere (4:35) The inventory: Amazon, a sales page, a checklist, a taper chart, a quiz (5:16) Thousands of leads and zero buyers (6:03) The queen bee activity, and why it decides what you work on (7:08) Leakage, and why scattering a little energy waters nothing (9:27) Her magnum opus, and the phone calls it produced (11:01) Make the thing that already converts your only lead magnet (12:04) One promise up front, everything else stacked behind it (14:10) "That feels relieving. I just need to do one thing." (14:33) A separate follow-up series for every lead magnet is exhausting (15:59) The prescription: one opt-in, and commit to it (16:55) The lead magnet you have beats the one that doesn't exist (17:27) Put a discount in the P.S. of every email (19:49) I don't consider content a call to action (20:33) 4 offers at checkout, and the 1 upsell worth adding (23:20) Why she doesn't have to touch ads in a regulated space (24:01) Why 90 days and not 5 years (25:48) The million-dollar move: out of a niche of all niches (26:23) Nutrient depletion is the brand, prednisone is just the first drug (28:05) A new drug is a new person, and a new funnel (29:42) 80% of my job is telling people what not to do (30:49) No permission to launch a 2nd product for 90 days (31:45) Her last worry: what if they never watch the video (33:01) The Facebook group with 5,000 members she forgot she had (34:35) Now the email list and the group promote each other (36:03) "I just got my money's worth" (36:19) What I didn't do: I took things away DISCLAIMER: The information contained on this podcast Channel and the resources available for download/viewing through this podcast Channel are for educational and informational purposes only.

I Gave Her a 90-Day Plan to Double Her Business

I help entrepreneurs build brands to seven figures and then position them for a multi-million dollar payday. The playbook we use to do it is free: ► Get the free playbook: https://capitalism.com/100K Thorne is forty years old, and everything that made it worth $3.8 billion happened in the last three. It had gone public and lost more than half its value when a private equity group took it off the market, and Procter & Gamble has now agreed to buy it with the same products on the shelf. I break down the playbook L Catterton ran, why sales roughly doubled while the price went up more than five times, and the three things besides revenue that decide what a buyer pays you, whether you would rather buy a business like this one or build one worth buying. Resources mentioned in the episode: ► The $100K Playbook: https://capitalism.com/100K (0:00) The same company, the same products, and a $3.8 billion payday three years later (1:00) The products sitting on my desk are all saturated markets, and that is the point (2:00) The terms: Procter & Gamble, all cash, and why a deal like that closes (3:00) The seller is the real story: L Catterton, from Kodiak Cakes to Nutrafol (4:00) Buy the whole company, get it off the public exchange, run the playbook in private (5:00) The new CEO went back to basics and decided who Thorne was actually for (6:00) Direct-to-consumer acquisition, after years of selling only through physicians (7:00) Auto-ship, and why keeping the customer was worth more than getting them (8:00) They refused to discount the brand, and that is what protected the margins (9:00) Plain old fish oil, sold to the person who wants the best fish oil (10:00) Lesson one, follow the money: Nutrafol, Gruns, Onnit (11:00) Thorne grew by doing less, and retention mattered more than acquisition (12:00) The part that shocked me: sales doubled, the price went up more than 5X (13:00) What actually moves a valuation: leadership, a growth story, and timing (15:00) The two ways to compress forty years into three: buy a neglected brand, or run the playbook on your own (17:00) Primal Kitchen sold to Heinz, and the big money made it better DISCLAIMER: The information contained on this Podcast Channel and the resources available for download/viewing through this Podcast Channel are for educational and informational purposes only.

I help entrepreneurs build brands to seven figures and then position them for a multi-million dollar payday. The playbook we use to do it is free: ► Get the free playbook: https://capitalism.com/100K Thorne is forty years old, and everything that made it worth $3.8 billion happened in the last three. It had gone public and lost more than half its value when a private equity group took it off the market, and Procter & Gamble has now agreed to buy it with the same products on the shelf. I break down the playbook L Catterton ran, why sales roughly doubled while the price went up more than five times, and the three things besides revenue that decide what a buyer pays you, whether you would rather buy a business like this one or build one worth buying. Resources mentioned in the episode: ► The $100K Playbook: https://capitalism.com/100K (0:00) The same company, the same products, and a $3.8 billion payday three years later (1:00) The products sitting on my desk are all saturated markets, and that is the point (2:00) The terms: Procter & Gamble, all cash, and why a deal like that closes (3:00) The seller is the real story: L Catterton, from Kodiak Cakes to Nutrafol (4:00) Buy the whole company, get it off the public exchange, run the playbook in private (5:00) The new CEO went back to basics and decided who Thorne was actually for (6:00) Direct-to-consumer acquisition, after years of selling only through physicians (7:00) Auto-ship, and why keeping the customer was worth more than getting them (8:00) They refused to discount the brand, and that is what protected the margins (9:00) Plain old fish oil, sold to the person who wants the best fish oil (10:00) Lesson one, follow the money: Nutrafol, Gruns, Onnit (11:00) Thorne grew by doing less, and retention mattered more than acquisition (12:00) The part that shocked me: sales doubled, the price went up more than 5X (13:00) What actually moves a valuation: leadership, a growth story, and timing (15:00) The two ways to compress forty years into three: buy a neglected brand, or run the playbook on your own (17:00) Primal Kitchen sold to Heinz, and the big money made it better DISCLAIMER: The information contained on this Podcast Channel and the resources available for download/viewing through this Podcast Channel are for educational and informational purposes only.

I help entrepreneurs build brands to seven figures and then position them for a multi-million dollar payday. The playbook we use to do it is free: ► Get the free playbook: https://capitalism.com/100K Thorne is forty years old, and everything that made it worth $3.8 billion happened in the last three. It had gone public and lost more than half its value when a private equity group took it off the market, and Procter &amp; Gamble has now agreed to buy it with the same products on the shelf. I break down the playbook L Catterton ran, why sales roughly doubled while the price went up more than five times, and the three things besides revenue that decide what a buyer pays you, whether you would rather buy a business like this one or build one worth buying. Resources mentioned in the episode: ► The $100K Playbook: https://capitalism.com/100K (0:00) The same company, the same products, and a $3.8 billion payday three years later (1:00) The products sitting on my desk are all saturated markets, and that is the point (2:00) The terms: Procter &amp; Gamble, all cash, and why a deal like that closes (3:00) The seller is the real story: L Catterton, from Kodiak Cakes to Nutrafol (4:00) Buy the whole company, get it off the public exchange, run the playbook in private (5:00) The new CEO went back to basics and decided who Thorne was actually for (6:00) Direct-to-consumer acquisition, after years of selling only through physicians (7:00) Auto-ship, and why keeping the customer was worth more than getting them (8:00) They refused to discount the brand, and that is what protected the margins (9:00) Plain old fish oil, sold to the person who wants the best fish oil (10:00) Lesson one, follow the money: Nutrafol, Gruns, Onnit (11:00) Thorne grew by doing less, and retention mattered more than acquisition (12:00) The part that shocked me: sales doubled, the price went up more than 5X (13:00) What actually moves a valuation: leadership, a growth story, and timing (15:00) The two ways to compress forty years into three: buy a neglected brand, or run the playbook on your own (17:00) Primal Kitchen sold to Heinz, and the big money made it better DISCLAIMER: The information contained on this Podcast Channel and the resources available for download/viewing through this Podcast Channel are for educational and informational purposes only.

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