Listening to Others Without Losing Your Path | Stephanie Moyal | Troop
Honest Ecommerce
· with Stephanie Moyal
· July 14, 2025
· 26 min
Summary
Stephanie Moyal, co-founder of Troop, shares the raw realities of building a CPG brand from scratch. This episode is a must-listen for ecommerce operators to understand the grit required in product development, manufacturing, and strategic market expansion, all while staying true to your brand's core mission.
Key takeaways
Don't outsource product development to a manufacturer initially; build a custom formula with an expert first to maintain proprietary control and quality.
Prioritize finding reliable manufacturing partners by thoroughly vetting them and understanding their capacity to avoid critical supply chain disruptions and revenue loss.
Don't chase every marketing channel; instead, focus efforts on what worked initially and scale those successful channels before diversifying.
Be open to pivoting product presentation (e.g., gummies over chocolates) based on market gaps and consumer appeal to maximize adoption.
Embrace internal challenges and co-founder dynamics as opportunities for growth, strengthening both personal resilience and business foundation.
On this episode of Honest Ecommerce, we have Stephanie Moyal. She is the co-founder of Troop, a wellness brand crafting functional mushroom gummies designed to make brain and body support both approachable and enjoyable. With a background that spans multiple career paths and a turning point sparked by a book on mushrooms, Stephanie turned personal curiosity into a fast-growing DTC business.
We talk about turning personal curiosity into a company, focusing efforts instead of chasing channels, growing stronger through personal challenges, and so much more!
Frequently asked about this episode
What does this episode say about brand strategy?
Don't outsource product development to a manufacturer initially; build a custom formula with an expert first to maintain proprietary control and quality.
What does this episode say about entrepreneurial journey?
Prioritize finding reliable manufacturing partners by thoroughly vetting them and understanding their capacity to avoid critical supply chain disruptions and revenue loss.
What does this episode say about product development?
Don't chase every marketing channel; instead, focus efforts on what worked initially and scale those successful channels before diversifying.
What does this episode say about supply chain management?
Be open to pivoting product presentation (e.g., gummies over chocolates) based on market gaps and consumer appeal to maximize adoption.
What does this episode say about brand strategy?
Embrace internal challenges and co-founder dynamics as opportunities for growth, strengthening both personal resilience and business foundation.
