Growth That’s Bubbling Over with Stephen Ellsworth, Co-Founder and CEO of Poppi
Stairway to CEO
· with Stephen Ellsworth
· October 19, 2021
· 55 min
Summary
Stephen Ellsworth, co-founder of Poppi, shares the entrepreneurial journey of building a "better-for-you" functional soda brand from farmers market success to a 50+ person team in 18 months. Ecommerce operators will gain insights into rapid scaling, strategic funding, and effective brand building within the competitive CPG space, emphasizing the marriage of product innovation and market demand.
Key takeaways
Prioritize taste in 'better-for-you' products; Poppi's success hinges on making apple cider vinegar palatable, proving that health benefits alone aren't enough for mass appeal.
Don't underทุน early-stage capital. Ellsworth regrets not raising more money initially, highlighting the importance of securing sufficient funding to fuel rapid growth and avoid missed opportunities.
Leverage unique distribution channels for early traction. Poppi’s breakthrough at a farmers market demonstrates how unconventional sales points can validate a product and provide crucial early momentum.
Build a strong, agile team rapidly to support hyper-growth. Scaling from 2 to 50+ employees in 18 months requires deliberate hiring strategies and a focus on operational efficiency.
Develop a compelling brand story that resonates with consumer trends. Poppi's narrative around gut health and natural ingredients tapped into a growing market for functional beverages.
Poppi is a better-for-you, functional, prebiotic soda designed to keep your gut in check. Founded by husband and wife duo, Stephen and Allison Ellsworth, Poppi combines real fruit juice with apple cider vinegar to create nine different flavors of soda that taste amazing and provide real health benefits. In this episode, Stephen shares with us his journey from growing up in Utah as one of six siblings, to meeting his wife, Allison, at a snowboarding shop where he was working, to working in the oil and gas industry, to discovering the health benefits of apple cider vinegar and creating Poppi as a way to make it taste better. He talks with us about how they got their first big break while selling Poppi at a farmers market, why he wishes he raised more money early on, and how he grew the team from just 2 people to over 50 employees in just 18 months.
Frequently asked about this episode
What does this episode say about brand strategy?
Prioritize taste in 'better-for-you' products; Poppi's success hinges on making apple cider vinegar palatable, proving that health benefits alone aren't enough for mass appeal.
What does this episode say about funding & investment?
Don't underทุน early-stage capital. Ellsworth regrets not raising more money initially, highlighting the importance of securing sufficient funding to fuel rapid growth and avoid missed opportunities.
What does this episode say about product development?
Leverage unique distribution channels for early traction. Poppi’s breakthrough at a farmers market demonstrates how unconventional sales points can validate a product and provide crucial early momentum.
What does this episode say about scaling & growth?
Build a strong, agile team rapidly to support hyper-growth. Scaling from 2 to 50+ employees in 18 months requires deliberate hiring strategies and a focus on operational efficiency.
What does this episode say about brand strategy?
Develop a compelling brand story that resonates with consumer trends. Poppi's narrative around gut health and natural ingredients tapped into a growing market for functional beverages.
