Raising the Protein Bar with Isabelle Steichen, Co-Founder and CEO of Lupii
Stairway to CEO
· with Isabelle Steichen
· August 10, 2021
· 63 min
Summary
Isabelle Steichen, Co-Founder and CEO of Lupii, shares her journey of building a plant-based protein bar company. This episode offers key insights into product development, co-founder search, crowdfunding on Republic, and successfully pivoting to a DTC model during the pandemic. Essential listening for CPG founders navigating market shifts.
Key takeaways
When searching for a co-founder, conduct extensive due diligence and meet with numerous candidates (e.g., 70+) to ensure aligned vision and complementary skills.
Explore crowdfunding platforms like Republic to gain accessible capital, build a strong community, and align investors with your brand's mission.
Be prepared to pivot your business model rapidly in response to unforeseen market changes, such as shifting from retail to DTC during a pandemic, by adjusting operations, marketing, and customer engagement strategies.
Leverage unique, nutritious ingredients like Lupini beans to differentiate your product in a crowded market and support a clean label philosophy.
Focus on creating products with minimal, high-quality ingredients (e.g., 5-6 ingredients per bar) to appeal to health-conscious consumers and streamline production.
Themes
business strategyentrepreneurshipfundraising & investmentproduct innovation
Isabelle Steichen is the Co-Founder and CEO of Lupii. Women owned and Brooklyn based, Lupii makes delicious, nutritious, and sustainable Lupini bean powered foods, starting with Lupii bars that currently come in four different flavors, packed with over nine grams of protein and only using five to six ingredients in each bar. In this episode, Isabelle shares with us her journey from growing up in Luxembourg, to studying abroad at Hamilton College in Clinton, New York, to working with a few startups, which led to a consulting gig with Human Ventures, where she became an entrepreneur in residence and developed a concept for Lupii. She talks with us about how she met with over 70 people in her search for the perfect Co-Founder before meeting her business partner, Alexandra, why they decided to fundraise on the Republic platform, and how the pandemic forced them to shift their focus from retail to selling direct to consumer.
Frequently asked about this episode
What does this episode say about business strategy?
When searching for a co-founder, conduct extensive due diligence and meet with numerous candidates (e.g., 70+) to ensure aligned vision and complementary skills.
What does this episode say about entrepreneurship?
Explore crowdfunding platforms like Republic to gain accessible capital, build a strong community, and align investors with your brand's mission.
What does this episode say about fundraising & investment?
Be prepared to pivot your business model rapidly in response to unforeseen market changes, such as shifting from retail to DTC during a pandemic, by adjusting operations, marketing, and customer engagement strategies.
What does this episode say about product innovation?
Leverage unique, nutritious ingredients like Lupini beans to differentiate your product in a crowded market and support a clean label philosophy.
What does this episode say about business strategy?
Focus on creating products with minimal, high-quality ingredients (e.g., 5-6 ingredients per bar) to appeal to health-conscious consumers and streamline production.
