What does it take to leave a marketing career, bootstrap a non-alcoholic beverage brand, and get it in front of consumers at Coachella all while navigating FDA regulations, custom packaging costs, and influencer gifting gone wrong? In this episode of TRENCHES with Milan Terez, host Milan Terez sits down with Parker Papaccio, founder of SIPPL, for the full behind-the-scenes breakdown of building a health-focused drink brand from the ground up. Parker covers the entire founder journey: product development and flavor testing, budgeting and initial investment, retail expansion and distribution challenges, building community through in-person events, and what she'd do differently with influencer marketing. If you're launching a beverage brand, building in the health and wellness space, or trying to get a physical consumer product to market — this is the episode you've been looking for.

Key Takeaways

Product development process for SIPPLBootstrapping and initial investmentConsumer feedback and market researchBuilding community through events and social mediaNavigating regulations and legal considerationsStrategic marketing and brand identityDistribution channels and logisticsLessons learned from Coachella and influencer marketing

Chapters

00:00 Welcome to TRENCHES with Milan Terez

01:07 Parker's Journey to Entrepreneurship

04:22 Building in Health and Wellness

06:38 Transitioning In and Out of Fast-Paced Environments

07:21 Time Management and Juggling Responsibilities

11:08 Developing a Non-Alcoholic Drink Mix

13:51 Product Development Insights for Beverage Brands

18:17 SIPPL's Unique Position in the Beverage Market

20:25 Innovative Mixology: Crafting Non-Alcoholic Cocktails

21:49 Navigating Consumer Education and Market Challenges

24:25 Budgeting and Financial Insights for Startups

25:56 Perfecting the Product: Flavor Development and Feedback

26:43 Retail Expansion: Strategies and Distribution Challenges

30:10 The Cost of Custom Packaging

34:02 Building Community: The Role of In-Person Events

38:16 Experiencing Coachella: Opportunities and Lessons Learned

42:32 Influencer Gifting 101

45:43 The Importance of Contracts in Business Partnerships

51:37 Creating a Cohesive Brand Identity

52:57 Building in Public: The Founder Journey

58:45 Community and Confidence: The Driving Forces

01:01:22 Vision for the Future: Beyond the Trenches

01:03:38 Embracing Uncertainty: The Path to Success

01:05:53 Trenches with Milan Terez

Resources

Bev Source - https://www.bevsource.com

ShipBob - https://www.shipbob.com

ChatGPT - https://chat.openai.com

Claude AI - https://www.anthropic.com

Connect With Us:

Our Guest: Parker Papaccio

Guest Brand - SIPPL

Instagram: ⁠https://www.instagram.com/sipplmixology/

TikTok: https://www.tiktok.com/@sipplmixology

SIPPL Official Website: https://sipplmixology.com/

Our Host: Milan Terez

Instagram: ⁠/ milanterez⁠ ⁠⁠

TikTok: ⁠⁠⁠https://www.tiktok.com/milanterez⁠ ⁠

TRENCHES with Milan Terez

Instagram: ⁠⁠ ⁠/ trenchesthepodcast⁠

TikTok: ⁠⁠ ⁠⁠⁠https://www.tiktok.com/trenchesthepod⁠cast

startup, entrepreneurship, beverage brand, SIPPL, branding, manufacturing, business growth, founder insights, mocktail mix, margarita mix, beverage, product development, community building, health and wellness, brand strategy, bootstrapping, Coachella, influencer marketing

What does it actually cost financially, mentally, and strategically to launch a functional beverage brand from scratch? In this episode of TRENCHES with Milan Terez, host Milan Terez sits down with Parker Papaccio, founder of SIPPL, to break down the real behind-the-scenes of building a drink startup. Parker gets into the full founder playbook: how she found and vetted manufacturing partners, the early business decisions that carried major financial consequences, what brand recognition actually looks like as a traction signal, and how she keeps her focus sharp in the chaos of early-stage startup life. If you're building in the beverage space, launching a consumer product brand, or trying to figure out how to make a physical product company work this episode is for you.

Key Takeaways

Brand recognition is a key indicator of traction.Finding the right manufacturing partners is crucial and costly.Routine workouts help manage stress and maintain focus.Naming a brand can carry deep meaning and strategic intent.Early business decisions can have significant financial impacts.

Chapters

00:00 Welcome to TRENCHES with Milan Terez

00:39 Digging Deeper with Parker Papaccio

06:18 Trenches with Milan Terez

Connect With Us:Our Guest: Parker Papaccio

Guest Brand - SIPPL

Instagram: ⁠https://www.instagram.com/sipplmixology/

TikTok: https://www.tiktok.com/@sipplmixology

SIPPL Official Website: https://sipplmixology.com/

Our Host: Milan Terez

Instagram: ⁠/ milanterez⁠ ⁠⁠

TikTok: ⁠⁠⁠https://www.tiktok.com/milanterez⁠ ⁠

TRENCHES with Milan Terez

Instagram: ⁠⁠ ⁠/ trenchesthepodcast

⁠TikTok: ⁠⁠ ⁠⁠⁠https://www.tiktok.com/trenchesthepod⁠cast

startup, entrepreneurship, beverage brand, SIPPL, branding, manufacturing, business growth, founder insights, mocktail mix, margarita mix

In this inspiring interview, Michelle Doan tells us what does two decades in the beauty industry actually teach you about building a brand that lasts? In this episode of TRENCHES host Milan Terez goes deep with Michelle Doan, founder of Emani Cosmetics, on what it takes to scale a clean beauty brand internationally in one of the most competitive markets in the world. Michelle breaks down the full product development playbook: including the three P's of skincare (Potency, Delivery, and Provenance), innovations in Korean fermentation technology, and how the beauty industry has evolved over 20 years. From surviving a Thai refugee camp to building a globally recognized clean beauty brand, Michelle's story is equal parts tactical and deeply human. If you're a beauty founder, a product developer, or someone building in a saturated market, this episode is for you.

Key Takeaways

Michelle Doan's personal journey and resilienceThe evolution of the beauty industry over two decadesThe three P's of skincare: Potency, Delivery, ProvenanceInnovations in Korean fermentation technologyStrategies for scaling a beauty brand internationally

Chapters

00:00 Introduction to Beyond the Trenches01:32 Michelle Doan's Journey: From Struggles to Success08:41 The Birth of Emani Cosmetics14:37 Navigating the Beauty Industry as a Founder18:03 The Evolution of Clean Beauty19:51 Understanding the Three P's of Skincare24:43 The Science of Korean Fermentation Technology28:03 Adapting and Reformulating Products30:18 The Art of Product Development32:03 Navigating the Beauty Industry: A Founder's Guide35:05 Sustainability in Beauty: Why Packaging Matters39:18 Scaling and Distribution: The Modern Landscape43:01 From Zero to One: Key Changes for Growth49:34 International Expansion: Timing and Strategy51:52 The Future of Cosmetics: Personalization and Education52:57 How to be an Affective Leader55:01 Understanding Hormones and Skincare57:40 Self-Care for Founders: Recognizing the Signs of Breakthrough59:47 Embracing Positivity and Perspective01:02:10 Overcoming Adversity and Building Self-Worth01:05:32 The Power of Presence and Gratitude

Connect With Us:Our Guest: Michelle DoanLinkedIn: https://www.linkedin.com/in/michelle-doan-emani/

Guest Brand - Emani CosmeticsInstagram: https://www.instagram.com/emanicosmeticsWebsite: https://emani.com

Our Host: Milan TerezInstagram:   / milanterez   ⁠⁠TikTok: ⁠⁠https://www.tiktok.com/milanterez ⁠

TRENCHES with Milan TerezInstagram: ⁠⁠  / trenchesthepodcast  TikTok: ⁠⁠ ⁠⁠https://www.tiktok.com/trenchesthepod...

entrepreneurship, women in business, CPG brands, building a business, Michelle Doan, Emani Cosmetics, beauty brand, entrepreneurship, success, scaling, marketing, personal growth, Beauty industry, clean beauty, product development, scaling, sustainability, Korean fermentation, entrepreneurship, women founders, skincare, international expansion

In this episode of Beyond the Trenches Digging Deeper, What does it take to build a successful beauty brand when you started with nothing and we mean nothing? In this episode of TRENCHES, host Milan Terez sits down with Michelle Doan, founder of Emani Cosmetics, who shares her remarkable journey from surviving a Thai refugee camp to scaling a recognized beauty brand. Michelle gets real about what sustainable brand growth actually looks like: why she stopped bottomless spending on paid marketing, how she shifted to genuine content that converts, and what working smarter not harder has meant for her business and her life. If you're a beauty founder, a first-generation entrepreneur, or someone building a brand on resilience and purpose, this episode is for you.

Key Takeaways

Success is not overnight; it requires persistence and strategic effort.Working smarter, not harder, is key to sustainable growth.Avoid bottomless spending on marketing; focus on genuine content.Balance and self-care are crucial for long-term success.Interior design is a personal passion that fosters creativity.

Chapters

00:00 Introduction to Beyond the Trenches01:32 Welcome to Digging Deeper with Michelle Doan02:04 How to Stay Committed02:41 Overnight Success02:54 Working Hard or Hardly Working03:29 Overspending on Meta Ads04:00 How to Scale a Beauty Brand04:11 Are Marketing Agencies a SCAM?04:45 Life Passions and Hobbies

Connect With Us:Our Guest: Michelle DoanLinkedIn: https://www.linkedin.com/in/michelle-doan-emani/

Guest Brand - Emani CosmeticsInstagram: https://www.instagram.com/emanicosmeticsWebsite: https://emani.com

Our Host: Milan TerezInstagram:   / milanterez   ⁠⁠TikTok: ⁠⁠https://www.tiktok.com/milanterez ⁠

TRENCHES with Milan TerezInstagram: ⁠⁠  / trenchesthepodcast  TikTok: ⁠⁠ ⁠⁠https://www.tiktok.com/trenchesthepod...

entrepreneurship, women in business, CPG brands, building a business, Michelle Doan, Emani Cosmetics, beauty brand, entrepreneurship, success, scaling, marketing, personal growth

What happens when a marketing career in NYC leaves you craving real connection and you decide to build the solution yourself? In this episode of TRENCHES with MTN, host Milan Terez sits down with Sarah Dalley, founder of Bonding Over Books, a community-building conversation game designed to reduce loneliness and spark meaningful connection. Sarah breaks down the full founder journey: product development and physical product validation, retail strategy, funding through community programs, and what it actually takes to build a purpose-driven brand from scratch. If you're a founder building around a social mission, navigating funding for a physical product, or just trying to make something that genuinely matters — this episode is for you.

Key Takeaways

Journey from marketing to entrepreneurship

Creating a community-focused product

Funding and retail strategy for physical products

Product testing and validation

Funding through community programs

Building a brand with purpose

Chapters

00:00 Welcome to TRENCHES with Milan Terez

01:23 The Journey to Bonding Over Books

02:44 What It's Like Working in Lifecycle Marketing

03:49 When Moving Home is the RIGHT Move

06:00 Navigating Life Changes and Community Building

09:06 The Light Bulb Moment for Bonding Over Books

14:43 Defining 'All In' as an Entrepreneur

18:55 Tips for Starting a Service-Based Side Hustle

23:17 Funding the Initial Product Development

26:11 The Role of Pre-Orders in Product Launch

29:40 Key Lessons for Founders of Physical Products

34:55 How to Create a Card Game40:33 Mental Health Advocacy Through Connection

42:42 Leveraging Events for Brand Visibility

45:03 How to Get Your Brand Stocked in Barnes & Nobles and Paper Source

49:47 Essential Tools for Solopreneurs

53:03 How to Build a Mission Driven Brand

54:45 Building Meaningful Connections

56:52 Top Conversation Starters

01:00:45 The Mission Behind the Brand

01:01:23 Future Aspirations and Growth

01:02:47 Advice for Aspiring Entrepreneurs

ResourcesSquarespace - https://www.squarespace.com

FAIRE Wholesale Platform - https://www.faire.com

BookCon - https://www.bookcon.com

Bas Blue Detroit - https://basblueus.com/the-basblue-foundation/zero-to-one/

Connect With Us:

Our Guest: Sarah Dalley

Guest Brand - Bonding Over Books

Instagram: ⁠https://www.instagram.com/bondingoverbooks/

TikTok: https://www.tiktok.com/@bondingoverbooks

Bonding Over Books Official Website: https://bondingoverbooks.co

Our Host: Milan Terez

Instagram: ⁠/ milanterez⁠ ⁠⁠

TikTok: ⁠⁠⁠https://www.tiktok.com/milanterez⁠ ⁠

TRENCHES with Milan Terez

Instagram: ⁠⁠ ⁠/ trenchesthepodcast⁠

TikTok: ⁠⁠ ⁠⁠⁠https://www.tiktok.com/trenchesthepod⁠cast

Book clubs, community building, product development, mental health, entrepreneurship, bonding over books, game design, retail strategy, startup funding

What does it look like to build a community-focused product brand organically without a big budget, without outside funding, and without pretending it's easy? In this episode of TRENCHES with Milan Terez, host Milan Terez sits down with Sarah Dalley, founder of Bonding Over Books, a conversation game designed to bring people together through reading and real connection. Sarah opens up about the real cost of branding as a first-time founder, unlearning perfectionism, navigating entrepreneurial mistakes, and how spirituality and personal growth have shaped the way she builds. If you're a founder, a book lover, or someone building a community-driven brand from scratch — this one's for you.

Key TakeawaysBuilding Bonding Over Books as an organic community toolLessons learned from entrepreneurial challenges and mistakesThe importance of authenticity and unlearning perfectionismBalancing personal life, spirituality, and business growthStrategies for decision-making and managing stress in startups

Chapters00:00 Welcome to TRENCHES with Milan Terez00:39 Digging Deeper with Sarah Dalley00:58 The Morning Show01:50 Olivia Dean02:53 Spirituality & Guides03:25 Wedding Planning & Pop-up Events04:21 It's NOT Easy to Start a Business05:09 Branding is Expensive06:15 Get An Emotional Support Dog06:54 How to Fight Perfectionism08:22 Reading To Stay Grounded08:55 More Businesses Coming Soon11:01 Thank You Sarah Dalley

Connect With Us:Our Guest: Sarah Dalley

Guest Brand - Bonding Over Books

Instagram: ⁠https://www.instagram.com/bondingoverbooks/TikTok: https://www.tiktok.com/@bondingoverbooksBonding Over Books Official Website: https://bondingoverbooks.co

Our Host: Milan TerezInstagram: ⁠/ milanterez⁠ ⁠⁠TikTok: ⁠⁠⁠https://www.tiktok.com/milanterez⁠ ⁠

TRENCHES with Milan TerezInstagram: ⁠⁠ ⁠/ trenchesthepodcast⁠

TikTok: ⁠⁠ ⁠⁠⁠https://www.tiktok.com/trenchesthepod⁠cast

Bonding Over Books, entrepreneurship, community building, mental health, book clubs, personal growth, spirituality, decision-making, branding, podcasting

What does it take to get your product into Urban Outfitters and Anthropologie while still clocking in at a full-time job in the film industry? In this episode of TRENCHES with MTN, host Milan Terez sits down with Haley Fritz, founder of Breezy's Nasal Strips, to break down exactly how she did it. From finding a manufacturer and navigating the packaging design process, to landing major retail partnerships, scaling on TikTok Shop, and selling on Amazon. Haley gives the full behind-the-scenes playbook on building a physical product brand from scratch in your 20s. If you're a first-time founder, a side-hustle entrepreneur, or trying to get a consumer product into retail doors, this one's for you.

Key Takeaways

- Balancing a full-time job and entrepreneurship

- Product development and manufacturing process

- Retail and Amazon sales strategies

- Getting a brand into Urban Outfitters and Anthropologie

- Getting started on TikTok Shop and TikTok Love

Chapters

00:00 Welcome to TRENCHES with Milan Terez01:16 Meet Haley Fritz Founder of Breezy's02:18 Haley's Life Before Starting a Business03:42 Growing Up with Entrepreneurial Parents05:54 Lessons from a Family of Business Owners09:12 How to Decide Which Business Idea to Start11:27 How Do Nasal Strips Work12:23 How to Make a Physical Product13:18 Product Development and Finding a Manufacturer15:46 Starting the Packaging & Design Process17:48 Starting a Creative Business19:14 What is a Fright Forwarder and How to Find a Freight Forwarder23:02 Retail Partnerships with Urban Outfitters & Anthropologie24:00 Advice for Getting into Retailers25:04 How to Get Your Product into Retail Doors26:18 Packaging for Retail versus E-commerce29:20 Scaling Strategies for Growth and Revenue30:55 Getting Started on TikTok Shop33:11 What is Your Business Tech Stack34:35 Shopify Email Marketing and Rella for Social Media Tools37:07 Mental Health and Entrepreneurship39:23 Building in Public and Community Engagement42:57 Balancing a Full-Time Job and Entrepreneurship44:43 Building Accountability and Discipline45:25 The Experience of Young Female Founders47:41 Taking Risks in Your 20s49:02 Taking Breaks, Days Off, and Battling Imposter Syndrome50:29 Future Aspirations for Breezy's51:33 Haley's Parting Advice to Founders53:24 See You Next Episode

Connect With Us:Our Guest - Haley Fritz

Guest Brand - Breezy’sInstagram - https://www.instagram.com/breezystrips/

TikTok - https://www.tiktok.com/@breezy_strips?_t=ZP-8wM7N0QImGl&_r=1Breezy’s Official Website - https://www.breezystrips.com

Our Host: Milan TerezInstagram -   / milanterez   ⁠⁠TikTok - ⁠⁠https://www.tiktok.com/milanterez ⁠

TRENCHES with Milan TerezInstagram - ⁠⁠  / trenchesthepodcast  TikTok - https://www.tiktok.com/trenchesthepod...

Entrepreneurship, Product Development, Retail, Social Media, Balance, Breezy's Nasal Strips, Founder Tips, Scaling a Business, CPG, Female Founder

In this episode of TRENCHES Rapid Fire question, we get to know Haley Fritz, founder of Breezy's Nasal Strips. We dig deeper into exploring her entrepreneurial journey, daily rituals, and insights into building a successful brand in the CPG space.

Key Takeaways

Entrepreneurial journey of Haley FritzReimagining clinical products into stylish brandsDaily rituals and self-care for foundersChallenges of hiring and team buildingWork-life balance and unlearning hustle culture

Chapters

00:00 Welcome to Digger Deeper00:42 Rapid Fire Questions with Hailey01:10 Do You Watch or Listen to Podcasts?02:06 Listening to Noah Kahan New Album02:40 How to Become More Extroverted03:10 How to Hire The Right Contractors03:44 Building a Brand is NOT Easy04:12 Making the Perfect London Fog Tea04:52 De-influencing Productiveitymaxxing05:38 Comforting TV Shows to Watch at Night06:27 Diving into Physical Products06:59 See You Next Episode07:48 Bye Bye!

Connect With Us:Our Guest: Haley Fritz

Guest Brand - Breezy’s Nasal StripsInstagram: https://www.instagram.com/breezystrips/

TikTok: https://www.tiktok.com/@breezy_strips?_t=ZP-8wM7N0QImGl&_r=1Breezy’s Official Website: https://www.breezystrips.com

Our Host: Milan TerezInstagram:   / milanterez   ⁠⁠TikTok: ⁠⁠https://www.tiktok.com/milanterez ⁠

TRENCHES with Milan TerezInstagram: ⁠⁠  / trenchesthepodcast  TikTok: ⁠⁠ ⁠⁠https://www.tiktok.com/trenchesthepod...

entrepreneurship, women in business, CPG brands, nasal strips, branding, building a business, work-life balance, building confidence, hiring freelancers

How do you go from supply chain roles at Apple, Microsoft, and Peloton — to launching a shelf-stable organic meal brand for kids in just 60 days? In this episode of TRENCHES with MTN, host Milan Terez sits down with Roopa Annadatha, founder of Nomie, to break down exactly how she did it. From freeze-drying technology and R&D pilot testing to retail pricing strategy, certified organic certification, and trade show execution — this is the behind-the-scenes CPG playbook most founders never get access to. If you're building a consumer product brand, thinking about food entrepreneurship, or trying to get a physical product to market fast, this episode is for you.

Episode Topics

Product development and formulation processSupply chain and manufacturing challenges in CPGBranding and marketing strategies for launchLessons learned from early R&D and pilot testingGo-to-market planning and channel strategy

Chapters

00:00 Introduction and Setting the Stage01:15 Roopa's Journey: From Corporate to Solopreneur02:29 Working at Apple, Microsoft, Peloton04:21 The Birth of Nomie: A Solution for Busy Parents07:30 How to Use the Freeze-Drying Process10:01 How To Start the Research & Development Process13:04 Go-to-Market Strategy: Navigating Launch Challenges17:11 Retail Strategy and Pricing Strategies for a CPG Brand21:02 The Importance of Weight in Product Design23:33 Shelf Stability vs. Freezing: A Strategic Choice27:41 How to Be A Certified Organic CPG Brand30:39 Lessons Learned About CPG From a CPG Founder32:43 Innovative Packaging: Design and Functionality37:36 Flavor Development: Balancing Taste and Nutrition40:59 Community Engagement: How to Validate Your Product Ideas With Real Consumers43:06 Maximizing Opportunities at Trade Shows44:36 How to Build a Vendor Booth46:34 Finding Press Opportunities as a Pre-launch Founder49:54 60 Days to Launch Strategy51:48 The Myth of Balance: A Mom's Perspective53:12 Emma Grede and 3 Hour Mom57:33 Building Generational Wealth and Community59:03 Becoming a Female Angel Investor01:01:00 Finding Your Unique Path as a Founder01:03:14 See You Next Episode

ResourcesStartup CPG Community - https://startupcpg.comShelfmade Community - https://shelfmade.comWinter Fancy Food Show - https://www.specialtyfood.com/shows-events/winter-fancy-food/

Connect With Us:Our Guest - Roopa Annadatha

Guest Brand - NomieInstagram - https://www.instagram.com/getnomie/Nomie Official Website - https://www.getnomie.com/

Our Host: Milan TerezInstagram - https://www.instagram.com/milanterez/ ⁠⁠TikTok - ⁠⁠https://www.tiktok.com/milanterez ⁠

TRENCHES with Milan TerezInstagram - ⁠⁠https://www.instagram.com/trenchesthepodcast/TikTok - https://www.tiktok.com/trenchesthepodcast

CPG, product development, shelf-stable, organic, startup, entrepreneurship, supply chain, branding, go-to-market, founder journey

In this episode of TRENCHES Rapid Fire question, Roopa Annadatha, founder and CEO of Nomie, shares her journey as a mom and entrepreneur, discussing decision-making, mental health, and her vision for supporting women and moms through her innovative food brand.

Key Takeaways

Living without balance is normal for moms and entrepreneursChoosing the right co-packer is crucial for product qualityGuilt is a part of motherhood and entrepreneurshipEFT tapping is Roopa’s daily ritual for groundingSupporting women in health is a core passion

Chapters

00:00 Getting to Know the Founder of Nomie - Roopa Annadatha02:04 Finding a Co-Manufacturer02:33 Emotional Challenges of Motherhood and Entrepreneurship03:05 How to Hire the RIGHT Team03:41 Managing Stress as a Mom & Entrepreneur04:14 UPDATE by Kim Kardashian04:55 Unlearning Work Beliefs: Quality Over Quantity06:11 Daily Rituals: The Power of EFT Tapping07:03 Future Ventures: Supporting Women's Health08:35 See You Next Week

ResourcesKey Ketones Energy Drink - https://keyketones.com/

Connect With Us:Our Guest - Roopa Annadatha

Guest Brand - NomieInstagram: https://www.instagram.com/getnomie/Nomie Official Website: https://www.getnomie.com/

Our Host: Milan TerezInstagram: https://www.instagram.com/milanterez/ ⁠⁠TikTok: ⁠⁠https://www.tiktok.com/milanterez ⁠

TRENCHES with Milan TerezInstagram: ⁠⁠https://www.instagram.com/trenchesthepodcast/TikTok: ⁠⁠ ⁠⁠https://www.tiktok.com/trenchesthepodcast

entrepreneurship, women in business, motherhood, decision-making, mental health, food industry, Nomie, startup journey, recipes for toddlers