Shortcut Your Startup by Courtney & Carter Reum

Author:Courtney & Carter Reum
Language: eng
Format: epub
Publisher: Random House
Published: 2018-01-18T05:00:00+00:00

2. Don’t pivot just for pivoting’s sake.

You need to ensure that you’re pivoting to something people really want. Can you use what you already have to test that somehow? Can you do it as a side project, as Meerkat did?

We’re doing this with a small company called reBloom, an all-natural, non-habit-forming drink that helps you fall asleep and leaves you feeling rested and refreshed. ReBloom is not a company that will scale by the billions, as some other CPGs will. It’s a product in what we believe to be an up-and-coming category, sleep innovation, so we are learning about the space and its consumers. We’re using it as a tool for learning so we can scale what we learn to other, bigger projects. For instance, though one may believe that the primary sales channel for reBloom would be at the grocery checkout as an impulse purchase, like an energy shot, through digital testing we have discovered that people want it on a recurring basis to drink nightly as a sleep aid, so it’s best sold through e-commerce, where you can set up automatic reorders.

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