Billy
Eric Ryan: the serial chemical-free brand builder behind Method, Welly, Ollie
Sam celebrates Eric Ryan, who built Method Soap (chemical-free soap in Target), then Welly (cute Band-Aids), then Ollie (bullshit-free kids' vitamins) by repeatedly applying the clean-alternative playbook to old categories.
“this guy named Eric Ryan, he started Method Soap, which you've seen in Target. Maybe Target bought him actually, but you see him in Target all the time and it's basically soap without chemicals. I buy it, I love it. Then he started Welly and then he started Ollie.”
Tactic
Sell the sizzle: an online-only brand's value is the channels the acquirer can unlock
Native sold only deodorant, only on its own site, only in the US. Moiz pitched acquirers on the upside they could add — selling into Target, expanding the product line, going to Canada — turning a narrow business into a story of unrealized distribution.
“And so one of the things that we sell is like the sizzle, right? We're like, look, if you, uh, you know how to sell in, you know, P&G, do you know how to sell into Target? If so, imagine how Native would do at Target. Do you know how to make other products with the word Native on them? Help us do that and we can make this a bigger business. Do you know how to sell in Canada? Great. This is going to be a bigger business.”
Steal thisPitch acquirers on the channels and SKUs THEY can unlock that you deliberately left untouched — sell the upside, not just the trailing numbers.
Tactic
Sell the sizzle: 'imagine how Native would do at Target'
Native sold only deodorant, only online, only in the US. Moiz pitched acquirers on the upside they could unlock, retail distribution at Target, new Native-branded products, expansion into Canada.
“one of the things that we sell is like the sizzle, right? We're like, look, if you, uh, you know how to sell in, you know, P&G, do you know how to sell into Target? If so, imagine how Native would do at Target. Do you know how to make other products with the word Native on them? Help us do that and we can make this a bigger business. Do you know how to sell in Canada? Great. This is gonna be a bigger business. So we sell that sizzle.”
Steal thisSell acquirers the upside only they can unlock, distribution, line extensions, new geographies, not just your current numbers.