How First Day’s Founder Alice Li Built a 9-Figure Kids Vitamins Brand From One SKU
OPERATORS · with Alice Li · September 24, 2026 · 82 min
Summary
First Day founder Alice Li shares her playbook for scaling a kids' vitamin brand from a single SKU to a 9-figure business and national leadership. Ecommerce operators will learn critical strategies for fundraising, disciplined retail expansion, and building a trusted brand in a competitive market. The episode highlights the operational excellence and strategic vision required to achieve rapid growth and market dominance in the CPG space, even with a focused product offering.
Key takeaways
Prioritize fundraising early to fuel growth: First Day secured $1M, which was crucial for its initial scaling.
Master the single SKU strategy: Demonstrate strong product-market fit and operational efficiency with one core product before expanding.
Be selective with retail partnerships: Turning down certain retailers allowed First Day to control its brand narrative and distribution, eventually leading to a strategic nationwide launch.
Build a trusted brand in niche markets: Focus on customer needs and product quality to differentiate and achieve category leadership, even in competitive sectors like kids’ vitamins.
Leverage strategic market positioning: Becoming the number one kids' vitamin brand showcases the power of targeted growth and effective distribution channels.
How did First Day raise $1M and then build a 9-figure brand?Alice Li (Founder & CEO, First Day) joins Matt Bertulli (CEO, Pela Case & Lomi) and Jason Panzer (President, HexClad) to unpack how she has sold over half a billion gummies and built a family wellness empire around kids’ vitamins.After years of turning down retailers, First Day launched nationwide and became the number one kids vitamin in the country.Powered By Podqi https://9ops.co/podqi AppLovin https://www.9operators.com/paid-growth https://applovin.com/9operators Shoplift https://shoplift.ai/operators Shiphero https://9ops.co/shiphero-titans SARAL https://www.getsaral.com/special-guided-walkthrough-for-operators
Prioritize fundraising early to fuel growth: First Day secured $1M, which was crucial for its initial scaling.
What does this episode say about retail & omnichannel?
Master the single SKU strategy: Demonstrate strong product-market fit and operational efficiency with one core product before expanding.
What does this episode say about finance & fundraising?
Be selective with retail partnerships: Turning down certain retailers allowed First Day to control its brand narrative and distribution, eventually leading to a strategic nationwide launch.
What does this episode say about founder & leadership?
Build a trusted brand in niche markets: Focus on customer needs and product quality to differentiate and achieve category leadership, even in competitive sectors like kids’ vitamins.
What does this episode say about dtc strategy?
Leverage strategic market positioning: Becoming the number one kids' vitamin brand showcases the power of targeted growth and effective distribution channels.
