#267: Justin Seidenfeld - Developing, Manufacturing & Scaling Countless Consumer Products

Episode brought to you by Trend & Finaloop.

On this episode of DTC POD, we delve into the world of product development and supply chain management. We look at the success story of Canopy, a company that created a beauty-focused category-defining humidifier. We also cover the challenges faced in bringing new products to market, the value of validating demand, and the importance of a shored-up supply chain.

Here's 5 key questions we'll answer on this episode:

1. What is the pain point with traditional ultrasonic humidifiers, and how did Canopy solve it?

2. How did Canopy successfully promote their product with a limited budget?

3. What are the pitfalls to avoid when building a new product and brand from scratch?

4. How did Canopy position their humidifier as a beauty tool and what experts did they bring in to do so?

5. What are the key differences between starting from scratch and building a custom product, versus starting with an existing product and customizing it for your needs?

Timestamps:

[00:03:36] Working & Factories In Asia

[00:08:07] DorisDev for startups: supply chain & branding.

[00:12:24] Validate demand before investing.

[00:17:06] Two paths: custom or off-the-shelf.

[00:19:35] Incubating products: humidifiers for beauty.

[00:24:42] Canopy solves "white dust" problem.

[00:27:18] Product positioned as beauty tool.

[00:32:17] Limited budget, invested in beauty media.

[00:36:37] Supply chain software manages quality control.

[00:42:17] Factored quality platform for single solution QC.

 

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Episode brought to you by Finaloop, the real-time accounting service trusted by hundreds of DTC Brands. Try Finaloop free - no credit card required. Visit finaloop.com/dtcpod and get 14 days free and a 2-month P&L within 24 hours.

Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.

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• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content

• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views

• #219 JT Barnett: The TikTok Masterclass For Brands

• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook

• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands

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Justin Seidenfeld - Founder of Doris Dev
Ramon Berrios - CEO of Trend.io
Blaine Bolus - Co-Founder of Seated