Pro Planet and People, Period. with Katie Diasti, Founder and CEO of Viv
Stairway to CEO
· with Katie Diasti
· July 11, 2023
· 40 min
Summary
This episode offers an inspiring look into how Viv, a sustainable period care brand, scaled from a college project to 2000 retail doors. Ecommerce operators will learn critical strategies for leveraging affiliate marketing for growth, navigating the complexities of fundraising, and overcoming retail expansion challenges with a lean team. It's a masterclass in building a mission-driven brand with a tangible impact.
Key takeaways
Implement a robust affiliate marketing strategy to significantly expand audience reach and drive early-stage growth, as demonstrated by Viv.
Proactively address fundraising challenges by clearly articulating your niche and market opportunity, especially as a founder in an underrepresented category.
Develop a strategic retail expansion plan, anticipating and preparing for the operational hurdles of scaling from direct-to-consumer to widespread retail distribution, even with a small team.
Embrace a mission-driven approach to product development; focusing on sustainability and non-toxic ingredients can differentiate your brand and resonate deeply with conscious consumers.
Prepare for unexpected challenges in your entrepreneurial journey by fostering adaptability and resilience, critical for long-term success.
Recognize and leverage compelling data to fuel passion and drive for your brand, as this can be a powerful motivator and differentiator.
Consider the long-term impact on the planet and people by focusing on sustainability and non-toxic ingredients in your product development process.
Develop a strong brand story rooted in personal experience and mission to build a deeper connection with your audience and attract like-minded investors or partners.
Themes
brand strategyentrepreneurshipretail expansionsustainable business
Katie Diasti is changing the world of period care as the Founder and CEO of the non-toxic and sustainable period brand Viv! She joins Lee to share her story of growing up as a first-generation Egyptian-American in Tampa, Florida, before a college project sparked her idea for the brand, with staggering data to fuel her passion. We touch on the early stages of growth at Viv, leveraging affiliate marketing to reach a wider audience, and fundraising as a young woman building a period care brand, before Katie shares what surprised her on her business journey, challenges her three-person team has faced with 2000 retail doors, and what’s next for Viv! In closing, she shares a word of advice with listeners.
Frequently asked about this episode
What does this episode say about brand strategy?
Implement a robust affiliate marketing strategy to significantly expand audience reach and drive early-stage growth, as demonstrated by Viv.
What does this episode say about entrepreneurship?
Proactively address fundraising challenges by clearly articulating your niche and market opportunity, especially as a founder in an underrepresented category.
What does this episode say about retail expansion?
Develop a strategic retail expansion plan, anticipating and preparing for the operational hurdles of scaling from direct-to-consumer to widespread retail distribution, even with a small team.
What does this episode say about sustainable business?
Embrace a mission-driven approach to product development; focusing on sustainability and non-toxic ingredients can differentiate your brand and resonate deeply with conscious consumers.
What does this episode say about brand strategy?
Prepare for unexpected challenges in your entrepreneurial journey by fostering adaptability and resilience, critical for long-term success.
