Advice Line with Sarah Kauss of S'well
Digest
This episode of How I Built This Lab features Sarah Kaus, founder of Swell, who shares her insights on building a successful business. The episode begins with Sarah discussing her experience selling Swell and the bittersweet feeling of selling the company after 13 years. She emphasizes the importance of positioning a product within a crowded market and shares her strategy for getting Swell onto shelves. The episode then transitions to the Advice Line segment, where Guy Roz and Sarah Kaus offer advice to three callers. The first caller, Chiara Munzi, is the co-founder of Chi Chi, a breakfast company that uses chickpeas instead of oats. Chiara seeks advice on increasing in-store grocery sales for their new product. Sarah and Guy suggest focusing on sampling, emphasizing the product's gluten-free and high-protein qualities, and finding local influencers to promote the brand. The second caller, Jesus Rualgaba, is the founder of Paper Thacles, a greeting card company that celebrates Latino culture and tradition. Jesus seeks advice on expanding beyond Latino specialty stores. Sarah and Guy suggest leading with cards that appeal to a broader audience and emphasizing the cultural significance of the brand. They also recommend targeting retailers in regions with a large Latino population. The third caller, Adam Barker, is the founder of Bolt Skin and Shave, a razor company for men who shave their legs. Adam seeks advice on growth strategy. Sarah and Guy suggest focusing on profitability while also investing in marketing and influencer outreach. They emphasize the importance of finding micro-influencers within the cycling community and engaging in in-person activations to showcase the product. The episode concludes with Sarah and Guy reflecting on the importance of finding a niche market and building a brand that resonates with consumers.
Outlines
![](https://s3.castbox.fm/webstatic/images/book.5d108c35.png)
Introduction
This Chapter introduces the episode and its host, Guy Roz, and the guest, Sarah Kaus, the founder of Swell. It also mentions the Advice Line segment where Guy and Sarah will be offering advice to callers.
![](https://s3.castbox.fm/webstatic/images/book.5d108c35.png)
Sarah Kaus on Swell and Positioning
This Chapter features Sarah Kaus, the founder of Swell, discussing her experience with the company and the process of selling it. She emphasizes the importance of positioning a product within a crowded market and shares her strategy for getting Swell onto shelves.
![](https://s3.castbox.fm/webstatic/images/book.5d108c35.png)
Advice Line: Chi Chi - Chickpea Hot Cereal
This Chapter features the first caller, Chiara Munzi, the co-founder of Chi Chi, a breakfast company that uses chickpeas instead of oats. Chiara seeks advice on increasing in-store grocery sales for their new product. Sarah and Guy suggest focusing on sampling, emphasizing the product's gluten-free and high-protein qualities, and finding local influencers to promote the brand.
![](https://s3.castbox.fm/webstatic/images/book.5d108c35.png)
Advice Line: Paper Thacles - Latino Greeting Cards
This Chapter features the second caller, Jesus Rualgaba, the founder of Paper Thacles, a greeting card company that celebrates Latino culture and tradition. Jesus seeks advice on expanding beyond Latino specialty stores. Sarah and Guy suggest leading with cards that appeal to a broader audience and emphasizing the cultural significance of the brand. They also recommend targeting retailers in regions with a large Latino population.
![](https://s3.castbox.fm/webstatic/images/book.5d108c35.png)
Advice Line: Bolt Skin and Shave - Razors for Men Who Shave Their Legs
This Chapter features the third caller, Adam Barker, the founder of Bolt Skin and Shave, a razor company for men who shave their legs. Adam seeks advice on growth strategy. Sarah and Guy suggest focusing on profitability while also investing in marketing and influencer outreach. They emphasize the importance of finding micro-influencers within the cycling community and engaging in in-person activations to showcase the product.
![](https://s3.castbox.fm/webstatic/images/book.5d108c35.png)
Outro
This Chapter concludes the episode with Guy Roz thanking the listeners and reminding them to send in their business questions for a chance to be featured on the show. He also encourages listeners to check out Sarah Kaus's previous episode on the show.
Keywords
Swell
Swell is a brand of reusable water bottles known for their stylish designs and ability to keep beverages hot or cold for extended periods. Founded in 2009 by Sarah Kaus, Swell quickly gained popularity for its unique combination of functionality and aesthetics, becoming a popular choice for consumers seeking sustainable and fashionable hydration solutions. The brand has been featured in various publications and retail outlets, including the MoMA Design Store and Bloomingdale's, and has expanded its product line to include other accessories like tumblers and food containers.
How I Built This Lab
How I Built This Lab is a podcast hosted by Guy Roz, a renowned journalist and storyteller. The show features interviews with entrepreneurs and founders who share their journeys of building successful businesses. The podcast delves into the challenges, triumphs, and lessons learned along the way, providing insights and inspiration for aspiring entrepreneurs. The show also features an Advice Line segment where Guy and a guest expert offer advice to callers seeking guidance on their business ventures.
Positioning
Positioning refers to the process of creating a distinct and memorable place for a product or brand in the minds of consumers. It involves understanding the target audience, identifying the key benefits and features of the product, and communicating those benefits in a way that differentiates the product from competitors. Effective positioning helps to create a clear value proposition and build brand loyalty.
Chickpea Hot Cereal
Chickpea hot cereal is a grain-free alternative to traditional oatmeal made from dehydrated chickpeas. It offers a higher protein content and a lower glycemic index compared to oats, making it a suitable option for individuals with dietary restrictions or those seeking a more balanced breakfast. The chickpea hot cereal market is relatively new, with brands like Chi Chi pioneering the category. As consumer interest in plant-based and gluten-free options grows, chickpea hot cereal is expected to gain popularity as a healthy and delicious breakfast choice.
Latino Culture
Latino culture encompasses the diverse traditions, customs, and values of people of Latin American descent. It is characterized by a rich tapestry of languages, music, art, food, and family values. Latino culture has a significant impact on American society, contributing to the country's vibrant cultural landscape and influencing various aspects of life, including music, fashion, and cuisine. The term "Latino" is often used to refer to people from Latin America, including countries like Mexico, Cuba, Puerto Rico, and Argentina.
Razor for Men Who Shave Their Legs
Razors for men who shave their legs are a niche product designed specifically for men who engage in activities like cycling, running, or swimming, where shaving their legs is considered beneficial for performance or aesthetics. These razors often feature features tailored to the specific needs of leg shaving, such as multi-blade cartridges, lubricating strips, and ergonomic handles. The market for razors for men who shave their legs is relatively small but growing as more men embrace the practice for both functional and aesthetic reasons.
Micro-Influencers
Micro-influencers are individuals with a smaller but highly engaged following on social media platforms. They typically have a strong connection with their audience and are often seen as more authentic and relatable than larger influencers. Micro-influencers can be effective for brands looking to reach specific target audiences or niche markets. They often have a higher engagement rate and can provide more personalized and targeted content.
Growth Strategy
Growth strategy refers to the plan that a company uses to expand its business and achieve its objectives. It involves identifying opportunities for growth, allocating resources, and developing tactics to achieve those goals. Growth strategies can focus on various aspects of the business, such as increasing market share, expanding into new markets, developing new products or services, or improving operational efficiency. A successful growth strategy requires a clear understanding of the company's strengths, weaknesses, opportunities, and threats, as well as a realistic assessment of the market and competitive landscape.
Q&A
What are some key strategies for positioning a product in a crowded market?
Sarah Kaus, founder of Swell, emphasizes the importance of identifying a unique position for your product within the market. She suggests focusing on the product's key benefits and features and communicating them in a way that differentiates it from competitors. For example, Swell positioned itself as a higher-quality water bottle that was more of a fashion accessory than a purely functional product.
How can a new brand with limited resources effectively reach its target audience?
Both Sarah Kaus and Guy Roz emphasize the importance of leveraging influencer marketing and in-person activations. They suggest finding micro-influencers within the target audience and offering them product samples or other incentives to promote the brand. In-person events, such as trade shows or local competitions, can provide valuable opportunities to showcase the product and generate buzz.
What are some considerations for balancing growth and profitability in a startup?
Sarah Kaus advises entrepreneurs to dream big but also prioritize profitability. She suggests investing in marketing and influencer outreach but doing so in a responsible way that doesn't deplete resources too quickly. She emphasizes the importance of staying in the game for the long haul and avoiding excessive debt.
How can a brand effectively communicate its cultural significance to a broader audience?
Jesus Rualgaba, founder of Paper Thacles, seeks advice on expanding beyond Latino specialty stores. Sarah and Guy suggest leading with cards that appeal to a broader audience and emphasizing the cultural significance of the brand. They recommend using English-language cards with cultural references in the artwork to create a starting point for conversation and then explaining the deeper cultural context of the brand.
Show Notes
S’well founder Sarah Kauss joins Guy on the Advice Line, where they answer questions from three early-stage founders about positioning their products in competitive markets.
Today we meet Chiara, a recent college grad who invented a protein-packed chickpea hot cereal. Then Jesús, who left his tech job to go all-in on a line of greeting cards inspired by his Latino heritage. And Adam, a former X Games gold medalist who launched a brand of razors for men who shave their legs.
If you’d like to be featured on a future Advice Line episode, leave us a one minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298.
And be sure to listen to S’well’s founding story as told by Sarah on the show in 2020.
This episode was produced by Chris Maccini with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Neal Rauch.
You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at guyraz.com.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.