When most people dream about launching a consumer product, they imagine seeing it on store shelves—but few realize what it actually takes to get there.

The (painful) truth is, success in CPG isn't about having a great idea. It's about surviving the numbers. Most founders underestimate how much money, time, and data it really takes to earn that spot in a category. And in this business, "bootstrapping" isn't scrappy—it's risky. I've been there.

Every year, 90% of new food and beverage products fail. Not because the products aren't good, but because they are under-resourced and lacking funding, velocity, or category dynamics.

They try to scale too fast, too wide, or without enough proof. They don't know what it really takes to get into a retailer, or which retailers are worth going after first.

And unlike tech, it's much harder to get an early-stage consumer brand funded. Investors want traction, not potential. They want to see that your product moves off shelves, earns repeat customers, and grows a category.

So what do you need to know before you raise? What actually makes investors want to bet on your brand?

In this episode, I'm joined by Debbie Wildrick, a food and beverage veteran who's spent 30 years leading brands like Tropicana and 7-Eleven. She helps entrepreneurs start small, test smart, and learn fast.

We dig into why traction beats hype, how to prove velocity before pitching investors, and why data and storytelling go hand in hand when you're building a brand that lasts.

Topics Covered;

• Why 90% of new food and beverage products fail (and how to be in the 10%)

• How to test and prove traction before raising seed money

• The dangers of scaling too fast across multiple retailers

• What "velocity" really means and why investors care more about it than shelf space

• How much capital early-stage CPG brands truly need ($200K–$500K pre-revenue)

• Friends, family, and angel rounds: how to network your way to your first investors

• Why the path to profitability usually takes four years

• How to use your "backyard" as the smartest first market test

• The 10 Pillars of a Successful Company

• Lessons from brands like Zico, Bai, and other billion-dollar exits

Guest Bio

Debbie Wildrick is an Executive Leader, Industry Speaker, and Sales and Distribution Expert. Widely touted as the Queen of Beverages, Debbie has been in the food and beverage industry for over 30 years. She is extremely influential, highly experienced, and a titan of the industry. Having been with 7-Eleven and responsible for making decisions that will place powerful industry-dominating brands on store shelves and move into consumers' mouths repeatedly, building store sales and profitability is invaluable. To work with Debbie, visit https://www.debbiewildrick.com/.

About Your Host

Jayla Siciliano, Shark Tank entrepreneur turned real estate investor, excels in building brands, teams, and products. CEO of a bi-coastal luxury short-term rental company, she also hosts the Seed Money Podcast, where she's on a mission to help early-stage entrepreneurs turn their ideas into reality!

Connect:

Website: https://seedmoneypodcast.com/

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

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The information in this podcast is educational and general in nature and does not take into consideration the listener's personal circumstances. Therefore, it is not intended to be a substitute for specific, individualized financial, legal, or tax advice.