Building a beverage brand from the ground up? Then this episode is for you. This episode features Lan Pham, who recently founded Sang, a ready-to-drink Vietnamese coffee brand. Lan talks about how she raised money pre-launch, how she thought about distribution, and the marketing activities she planned for launch.
- How Lan found the right investors for a beverage business pre-launch
- Why using a paid advisory brand incubator was a good move
- How using expert advisors helped with finding the right co-packers
- Cold messaging on LinkedIn
- Figuring out which products to launch with – and how many
- Landing on the right pricing and understanding your margins
- Making sure that the packaging is appropriate for retail accounts
- Dealing with supply chain issues pre-launch
- The chicken and egg dance with distributors and retailers
- Launching in both DTC and retail – and the marketing to support both
Music by Eino Toivanen, kongano.com
Edited by Deven Shah
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To submit a pitch or to find out more about Sapna Shah, check out Red Giraffe Advisors.