Blessing and a Curse with Katina Mountanos, Founder and CEO of Kosterina
Stairway to CEO
· with Katina Mountanos
· April 19, 2022
· 51 min
Summary
Katina Mountanos, founder of Kosterina, shares her journey of building a premium olive oil brand from a side hustle, emphasizing the power of storytelling and product diversification. This episode is a masterclass for CPG entrepreneurs on leveraging personal narrative, navigating wholesale challenges, and strategically expanding into new markets like beauty to grow an ecommerce business.
Key takeaways
Before committing to wholesale, thoroughly research market demand and be prepared for thinner margins compared to DTC. Negotiate favorable terms and understand the operational complexities to avoid common pitfalls.
Overcome limiting beliefs around fundraising by clearly articulating your vision, market opportunity, and financial projections. Treat investor pitches as an opportunity to secure growth capital, not a validation of your worth.
Strategically diversify your product line into adjacent categories where your brand's core values resonate. Kosterina's expansion into beauty leverages the health benefits of olive oil, opening new revenue streams and increasing customer lifetime value.
Build a strong brand narrative rooted in authenticity and personal connection. Katina's Greek heritage and passion for olive oil provide a compelling story that differentiates Kosterina in a crowded market.
Start lean and validate your concept as a side hustle. This approach minimizes risk, allows for iterative product development, and provides valuable market feedback before committing to a full-time venture.
Today, Lee is joined by Katina Mountanos, the Founder and CEO of Kosterina. Founded on the simple belief that high-quality olive oil is a superfood, Kosterina is on a mission to set a new standard and showcase how extra virgin olive oil works from both the inside and outside to provide significant health and wellness benefits. In this episode, Katina shares her journey from growing up as a Greek American living between Long Island and Greece, to starting her first company, to working for Jet.com, to launching Kosterina in 2020. She talks about how Kosterina started as a side hustle, what she wished she had known about selling wholesale, some limiting beliefs she had to overcome around fundraising, and why she's expanding the brand into the beauty space.
Frequently asked about this episode
What does this episode say about brand building?
Before committing to wholesale, thoroughly research market demand and be prepared for thinner margins compared to DTC. Negotiate favorable terms and understand the operational complexities to avoid common pitfalls.
What does this episode say about entrepreneurship?
Overcome limiting beliefs around fundraising by clearly articulating your vision, market opportunity, and financial projections. Treat investor pitches as an opportunity to secure growth capital, not a validation of your worth.
What does this episode say about product diversification?
Strategically diversify your product line into adjacent categories where your brand's core values resonate. Kosterina's expansion into beauty leverages the health benefits of olive oil, opening new revenue streams and increasing customer lifetime value.
What does this episode say about startup strategy?
Build a strong brand narrative rooted in authenticity and personal connection. Katina's Greek heritage and passion for olive oil provide a compelling story that differentiates Kosterina in a crowded market.
What does this episode say about brand building?
Start lean and validate your concept as a side hustle. This approach minimizes risk, allows for iterative product development, and provides valuable market feedback before committing to a full-time venture.
