Joe Welstead, founder of Ocean takes ecommerce operators through his journey of building a CPG company for the second time. This time, he's prioritizing organic growth and radical focus over immediately investing in paid ads and omnichannel distribution. Learn how Welstead successfully launched Ocean with a single product, leveraging his network for organic reach, and the surprising benefits he's now seeing as he cautiously introduces paid advertising.
Key takeaways
When launching a new CPG product, focus on a single SKU to simplify brand communication and logistics.
Prioritize direct-to-consumer (D2C) channels initially, using carefully selected retail placements for brand visibility rather than volume.
Leverage existing networks and influencer seeding for organic reach and early traction, as these generate highly cost-effective impressions.
Delay significant paid advertising spend until you've established an organic customer base and gathered pixel data, improving ad performance and reducing CAC.
Embrace
the unpredictability of organic growth, as the rich data and community built during this phase will significantly enhance the effectiveness of later paid campaigns.
Join host Cody Wittick on this insightful episode of The Bottom Line, where he sits down with Joe Welstead, the innovative founder of Oshun, a hydrating supplement company. Joe shares his journey from building his first brand, Motion Nutrition, over 6-7 years to launching Oshun with a fresh perspective and lessons learned.In this conversation, Joe reveals the missteps he avoided the second time around and how he's embracing a simplified approach with Oshun. They delve into the strategical shift from launching multiple products to focusing on one SKU, and the decision to hone in on a direct-to-consumer model over an omnichannel approach. Learn how Joe leverages organic growth, balances control over brand narrative, and navigates the new landscape of paid advertising.Tune in to discover the bottom line on building a successful brand from the ground up.---------------------------------------There is a problem today with too much fake UGC exaggeration. Consumers are looking for authentic influencer content and we have the solution for that: SARAL is an InfluencerOS that brings your entire workflow from discovery to payments and tracking, all inside one platform.Go to: https://www.getsaral.com/ and get a 7-day free trial.--------------------------------------------------------------------------------------------------------Connect with Cody on LinkedIn or X .Connect with Taylor on LinkedIn or <a href="https://x.com/TaylorLagac
Frequently asked about this episode
What does this episode say about cpg brand building?
When launching a new CPG product, focus on a single SKU to simplify brand communication and logistics.
What does this episode say about d2c commerce?
Prioritize direct-to-consumer (D2C) channels initially, using carefully selected retail placements for brand visibility rather than volume.
What does this episode say about organic growth strategies?
Leverage existing networks and influencer seeding for organic reach and early traction, as these generate highly cost-effective impressions.
What does this episode say about startup bootstrapping?
Delay significant paid advertising spend until you've established an organic customer base and gathered pixel data, improving ad performance and reducing CAC.
What does this episode say about cpg brand building?
