"Low-Cost Indulgence" feat. Mayssa Chehata, Founder and CEO at BEHAVE Candy
Future Commerce · with Mayssa Chehata · September 4, 2020 · 44 min
Summary
BEHAVE Candy's founder, Mayssa Chehata, shares the journey of creating a better-for-you candy brand. This episode offers valuable insights into product development, brand positioning in a competitive market, and adapting launch strategies during unforeseen challenges like a pandemic, crucial for any ecommerce entrepreneur navigating a dynamic landscape.
Key takeaways
Identify clear market gaps: Chehata noticed a lack of low-sugar, natural ingredient candy that still tasted good despite increased consumer desire for healthier options. This white space was the impetus for BEHAVE.
Prioritize taste and experience: Despite focusing on healthier ingredients (low sugar, natural), BEHAVE partnered with a celebrity chef to ensure the product delivered on taste and indulgence, addressing the primary reason consumers buy candy.
Adapt your launch strategy: BEHAVE pivoted from a DTC and retail mixed launch to 100% DTC due to COVID-19's impact on shopping behavior. Be prepared to adjust your go-to-market based on real-world conditions.
Leverage past experiences: Chehata's time at Daily Harvest, an early clean-eating brand, provided crucial insights into consumer behavior shifts towards 'better-for-you' alternatives, which directly informed BEHAVE's mission.
Build a strong founding team/network: The importance of having the right people (investors, advisors) around you, especially during challenging times, was highlighted as critical for navigating uncertainties and maintaining momentum.
Indulging in candy should be fun, not a total guilt trip. Mayssa Chehata, founder and CEO at BEHAVE joins the show to talk about building BEHAVE and being flexible in founding a business. How does she bring the childhood magic of candy to adults? Listen now to find out!
What does this episode say about product & merchandising?
Identify clear market gaps: Chehata noticed a lack of low-sugar, natural ingredient candy that still tasted good despite increased consumer desire for healthier options. This white space was the impetus for BEHAVE.
What does this episode say about dtc strategy?
Prioritize taste and experience: Despite focusing on healthier ingredients (low sugar, natural), BEHAVE partnered with a celebrity chef to ensure the product delivered on taste and indulgence, addressing the primary reason consumers buy candy.
What does this episode say about founder & leadership?
Adapt your launch strategy: BEHAVE pivoted from a DTC and retail mixed launch to 100% DTC due to COVID-19's impact on shopping behavior. Be prepared to adjust your go-to-market based on real-world conditions.
What does this episode say about finance & fundraising?
Leverage past experiences: Chehata's time at Daily Harvest, an early clean-eating brand, provided crucial insights into consumer behavior shifts towards 'better-for-you' alternatives, which directly informed BEHAVE's mission.
What does this episode say about product & merchandising?
Build a strong founding team/network: The importance of having the right people (investors, advisors) around you, especially during challenging times, was highlighted as critical for navigating uncertainties and maintaining momentum.
