This Week Meet Shivam Ginglani, Founder of Woodsmen Whisky. A whisky brand looking to disrupt the legacy players in spirits. Will he impress the equity seekers Shantanu Deshpande (CEO & Founder, Bombay Shaving Company) and Rahul Chaudhary (Founder, Treebo Hotels and Venture Partner at Matrix Partners)? _____________________________________________________ 00:00:00 - 00:01:15 Coming UP 00:01:15 - 00:03:17 Introduction to the Equity Seekers 00:03:17 - 00:06:46 How Shivam's Naivety Got Him Into The Spirits Industry 00:06:46 - 00:13:09 Understanding India's Alcohol Market & Consumption 00:13:09 - 00:15:18 Woodsmen has set out to do something different 00:15:18 - 00:20:09 Breaking down the Whiskey Market 00:20:09 - 00:22:42 Can one parent company sell products across price points? 00:22:42 - 00:26:28 Value Proposition for an Aspirational Brand 00:26:28 - 00:30:00 A typical whiskey journey for a consumer 00:30:00 - 00:33:20 Aspirational V/s Utility: What does whiskey invoke? 00:33:20 - 00:35:35 The psychology of drinking alone and signalling? 00:35:35 - 00:37:11 Why should good design & quality cost more? 00:37:11 - 00:45:00 Taste Testing Woodsmen 00:45:00 - 00:48:00 The Wine Experience v/s Whiskey's easy consumption 00:48:00 - 00:49:09 Reason Behind Choosing a simple value proposition 00:49:09 - 00:51:00 Packaging and its psychology 00:51:00 - 00:59:35 Tenets of Woodsmen's Branding & India's Missing Whiskey Identity 00:59:35 - 01:03:28 Understanding The Revenue and Margins 01:03:28 - 01:06:50 The challenges of alcohol distribution 01:06:50 - 01:08:27 Shivam's personal Superpower 01:08:27 - 01: 13:24 Projections, Gross Margins and Investment Ask 01:13:24 - 01:20:49 Strategic Timeout 01:20:49 - 01:23:53 What The Equity Seekers Love About The Business 01:23:53 - 01:25:32 The Concerns About The Business 01:25:32 - 01:27:00 Rahul's Take on Woodsmen and The need For A Wider Unique Proposition 01:27:00 - 01:28:00 The Barbershop Offer 01:28:00 - 01:31:44 Shivam's Appreciation of TBWS, His Response and final thoughts _____________________________________________________ ABOUT OUR CHANNEL My name is Shantanu and I am the founder of Bombay Shaving Company and Bombae. I LOVE entrepreneurship. Personally, I would rate myself as an average (at best) entrepreneur, but I love great ones. The BarberShop with Shantanu S2: Raiser’s Edge goes beyond our conversations from S1 on our podcast to tangible help. With the help of our sponsors at BSC and Bombae we have put together a season which brings together a corpus of 50+ equity seekers looking to support 20+ start-ups in their growth and success. We will be releasing an episode every Friday at 9 pm. Tune in and hope you enjoy. :) _____________________________________________________