Founder Feature: Lindsay Hancock of My Better Batch
The Startup CPG Podcast
Startup CPG
4.9 • 642 Ratings
🗓️ 29 November 2024
⏱️ 45 minutes
🧾️ Download transcript
Summary
In this episode of the Startup CPG Podcast, Grace Kennedy chats with Lindsay Hancock, founder of My Better Batch, about her journey from a corporate career in CPG to launching her own brand of premium cookie mixes. Lindsay shares her experience creating a product that fills a gap in the baking aisle, offering a clean, homemade flavor with simple ingredients. She delves into the challenges and strategies of working with co-manufacturers, preparing for scale, and standing out in a competitive market.
Lindsay also reflects on the hurdles of launching during formal category review cycles, the importance of building strong relationships with retailers, and leveraging key differentiators like non-GMO certification and woman-owned business status to appeal to buyers. She offers valuable advice for emerging brands on navigating the retail landscape, working with brokers, and crafting a compelling brand story.
Tune in to hear Lindsay's insights on operational readiness, creating eye-catching packaging, and building momentum for My Better Batch as it prepares to expand into national retailers.
Don’t miss this inspiring conversation about resilience, creativity, and the reality of building a CPG brand from scratch!
Listen in as they share about:
- Inspiration for My Better Batch
- Product Development
- Finding the Right Manufacturing Partner
- Packaging and Branding
- Sales and Retail Strategy
- Operational Preparations for Scaling
- Marketing and Social Media
- Advice for Emerging Brands
Episode Links:
Website: https://mybetterbatch.com/
LinkedIn: https://www.linkedin.com/in/lindsayhancock/
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Show Links:
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- Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
- Episode music by Super Fantastics
Transcript
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| 0:00.0 | Hey folks, are you ready to boost your e-commerce sales and profitability? |
| 0:05.9 | When I ran a brand, the hardest bill to swallow was money wasted on a bad performance marketing strategy. |
| 0:11.6 | Meet the team from Pennock Digital Marketing. |
| 0:13.9 | They're strategists, media planners, and SEO experts who can't stand seeing emerging brands struggle with inefficient marketing spend. |
| 0:20.2 | They create tailored solutions for brands who generate over $25,000 in monthly e-commerce revenue |
| 0:25.6 | to help them achieve profitable growth. |
| 0:28.4 | But wait, there's more. |
| 0:29.9 | Pennock is offering qualifying startup CPG brands a special deal, |
| 0:33.5 | either $15,000 in ad spend or a full quarter of SEO services. |
| 0:38.7 | To see if you qualify, head over to pennic.com slash startup CPG. |
| 0:43.5 | That's P-E-N-N-O-C-K.com slash startup CPG. |
| 0:48.7 | It's in the show notes. |
| 1:10.1 | Mm-hmm. I love making cookies. I grew up making cookies from scratch with my mom, my grandmother made cookies. |
| 1:12.1 | And so for me, I would never go to the store to pick up a mix because we always made them from scratch. And what I noticed |
| 1:18.2 | about cookies in particular is that there was some innovation. Most of that innovation was occurring |
| 1:24.3 | in what I call the attribute specific space. So there are brands that are brand |
| 1:29.5 | new and doing a great job selling gluten-free and keto and paleo and special diet restriction |
| 1:36.4 | type items. I wanted to be able to innovate in a space that I felt like hadn't had a whole lot |
| 1:43.2 | of innovation, which was like that mainstream cookie space. And so one of the big gaping holes to me was this idea |
| 1:51.2 | of premiumness in the cookie category. And I felt like that was something that we could do |
| 1:57.2 | and we could do a really good job of. Hello everyone everyone, and welcome back to the Startup CPG podcast. |
| 2:04.4 | This is Grace, and I'm back with another founder feature. |
... |
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