Starting Small

From early experiments in pet tech to running one of the most successful bootstrapped companies in the country, Jacob Zuppke has led Whisker (maker of Litter-Robot®) into a multi-hundred-million-dollar powerhouse. Over the past four years, Whisker surpassed $1B in revenue—all without raising a single dollar of venture capital. With millions of loyal customers across DTC and retail channels, the company is now preparing its most ambitious launch yet: a new generation of connected products that move beyond convenience into personalized pet care. In this episode, Jacob shares the grit of scaling without outside capital, how Whisker became a category-defining brand, and why the future of pet ownership is about more than just cleanup.

Make sure to check out Whisker at: https://www.whisker.com/

Check out my new book on Amazon: https://amzn.to/4kRKGTX

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Mark Newman has spent his career fixing broken systems. At just 20, he co-founded HireVue, a company that reimagined hiring through video interviews, scaling it into a platform used by millions worldwide before its acquisition by Carlyle Group. But it was his own experience in a hospital after the birth of his child that sparked his next fight—taking on the healthcare system. Today, as founder and CEO of Nomi Health, Mark is building a new operating system for healthcare, already touching over $100B in employer healthcare spend, serving millions of Americans, and proving costs can be cut in half without sacrificing care. In this conversation, Mark shares the grit of his early ventures, how Nomi scaled through the chaos of the pandemic, and why he believes employers—not insurers—hold the keys to healthcare reform.

Make sure to check out Naomi Health at: https://www.nomihealth.com/

Check out my new book on Amazon: https://amzn.to/4kRKGTX

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Emily Vaca launched MINNIDIP in 2017 as a bold antidote to sad blue kiddie pools — designing a sleek, adult-friendly inflatable that was missing in the market. She bootstrapped the brand, protected it via early patents, and slowly built a passionate fanbase. In 2024, she blew everyone’s minds with the MINNIDIP Balloon Garland: a reusable, latex-free, single-inflation cluster that sold seven figures in 24 hours with a waitlist of 51,000+. In this episode, Emily shares the constraints she embraced, how she pushed through manufacturing dead ends, and how she designs with purpose and durability in mind.

Make sure to check out MINNIDIP at: https://minnidip.com/

Check out my new book on Amazon: https://amzn.to/4kRKGTX

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What started on a Denver apartment stovetop has turned into an eight-figure clean haircare brand trusted by tastemakers and barbers alike. In this episode, Boone Whiteside and Ben Medalie share how they built Highland from DIY experiments into a business that redefines performance, health, and sustainability in haircare. From mixing pomades in a KitchenAid to landing in 150+ barbershops and salons across the country, their journey shows how staying lean, purpose-driven, and authentic can transform an industry.

Make sure to check out Highland at: https://www.highland.style/

Check out my new book on Amazon: https://amzn.to/4kRKGTX

Sign up for Starting Small University to join our interviews LIVE and ask questions: https://startingsmallmedia.org/startingsmalluniversity

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Thank you to this episodes mid-break sponsor, Edel Golf, customizing all scoring clubs to help get you at least one shot better, because even one shot can change everything. Makes sure to check them out at https://edelgolf.com/

In this episode I'm joined by Justin Fenchel, co-founder and CEO of BeatBox Beverages, one of the fastest-growing RTD (Ready-To-Drink) brands in the U.S., redefining how consumers experience flavored cocktails. BeatBox went from an MBA project to a $245M projected brand in 2025, winning over Mark Cuban on Shark Tank and more recently, partnering with Shaquille O’Neal, who not only invested but co-developed the company’s most successful product launch to date, Shaq’s Blueberry Lemonade.

BeatBox is now the #3 RTD nationwide and available in 130,000+ retail locations across all 50 states. The brand was named one of AdAge’s America’s Hottest Brands in 2024.

Make sure to check out BeatBox at:https://beatboxbeverages.com/

Check out my new book on Amazon: https://amzn.to/4kRKGTX

Sign up for Starting Small University to join our interviews LIVE and ask questions: https://startingsmallmedia.org/startingsmalluniversity

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Michael Fisher was making gummy worms in his kitchen during COVID when he realized candy hadn’t been reimagined for today’s consumer. With no food science background, he started experimenting—less sugar, no artificial dyes, and all the nostalgia of sour gummies. That tinkering turned into Rotten, a candy brand with its own world, characters, and cult following.

From a Kickstarter launch in 2023 to landing in retailers like Foxtrot and Hy-Vee within months, Rotten has grown fast by pairing bold branding with better-for-you candy that doesn’t compromise on taste. In this episode, Michael shares how he built Rotten from scratch, why brand world-building matters in CPG, and what the future of candy looks like when it’s fun and functional.

Make sure to check out Rotten at: https://eatrotten.com/

Check out my new book on Amazon: https://amzn.to/4kRKGTX

Sign up for Starting Small University to join our interviews LIVE and ask questions: https://startingsmallmedia.org/startingsmalluniversity

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After a career in venture capital and running e-commerce at The Wonderful Company, Jordan Bass set out to reinvent the occasion of “cracking a cold one.”

In 2020, he co-founded HOP WTR—a sparkling water infused with hops, adaptogens, and nootropics—crafted to deliver the refreshment of a beer without the booze, calories, or regret. Launching DTC first, Bass and his team quickly proved demand, then scaled into retail within months. Early partners like Erewhon validated the brand, while flavors like Blood Orange became cult favorites.

Today, HOP WTR is one of the fastest-growing names in non-alcoholic beverages, serving a generation of “enlightened overachievers” who want better choices without giving up the ritual. In this episode, Jordan shares how he turned a personal need into a category-shaping brand—and why momentum matters more than overthinking.

Make sure to check out HOP WTR at: https://hopwtr.com/

Check out my new book on Amazon: https://amzn.to/4kRKGTX

Sign up for Starting Small University to join our interviews LIVE and ask questions: https://startingsmallmedia.org/startingsmalluniversity

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In less than two years, Neha Kumar has helped build Full Glass Wine Co. into one of the fastest-scaling wine companies in the U.S., completing 7 acquisitions and growing to $200M in revenue in just 17 months. With beloved brands like Winc, Wine Access, Wine Insiders, and Cameron Hughes under its umbrella, the company is redefining how consumers discover and enjoy wine. In this episode, Neha shares the inside story of building at breakneck speed, integrating multiple brands, and creating a wine empire designed for today’s consumer.

Make sure to check out Full Glass Wine Co. at: https://www.fullglass.wine/

Check out my new book on Amazon: https://amzn.to/4kRKGTX

Sign up for Starting Small University to join our interviews LIVE and ask questions: https://startingsmallmedia.org/startingsmalluniversity

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After building a career in AI and tech, FX Rouxel set out to solve a massive problem: how to grow real food at home—without soil, land, or waste. He launched Gardyn, a direct-to-consumer hydroponic system that lets anyone grow fresh produce indoors with minimal effort and zero green thumb. Since launch, Gardyn users have grown over 3.5 million pounds of food, saved 60 million gallons of water, and eliminated 1.9 million pounds of food waste—all from their own kitchens. In this episode, FX shares how he turned a simple idea into one of the most innovative companies in home agriculture—and how technology can actually bring us closer to nature, not further from it.

Make sure to check out Garden at: https://mygardyn.com

Check out my new book on Amazon: https://amzn.to/4kRKGTX

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Co-founders Karl Pfluger, Paul Anderson, and Arlyn Davich teamed up with actor Cole Hauser to acquire a 25-year-old roastery in San Angelo, TX. Since launching in October 2023, they’ve served 250,000+ customers, claimed 10,000+ five-star reviews, and donated over 60,000 cups to veterans, first responders, teachers, and nurses.

By September 2024, they secured their first national rollout, appearing in 1,700+ Walmart stores, and partnered on a custom “Cowboy Coffee Kit” with Stetson. In 2025, they added seasoned retail and brand leaders to the team to scale their omni‑channel presence.

In this episode, they go deep on how they built a premium, purpose-driven American coffee brand in less than two years—and why serving those who serve remains their north star.

Make sure to check out Free Rein Coffee at: https://freereincoffee.com/

Check out my new book on Amazon: https://amzn.to/4kRKGTX

Sign up for Starting Small University to join our interviews LIVE and ask questions: https://startingsmallmedia.org/startingsmalluniversity

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