The Challenges of Breaking Through the Pet Food Industry

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The pet food industry, it's dominated by a handful of a billion dollar brands. The one thing that, you know, was really in order to break in was the tension that exists between channel exclusivity and scale on the other hand. "I call it like the David versus Goliath," says founder Michael Schulder.

From the archive: This episode was originally recorded and published in 2020. Our interviews on Entrepreneurs On Fire are meant to be evergreen, and we do our best to confirm that all offers and URL's in these archive episodes are still relevant.

In Business School, Michael Landa was taught never to take on an industry where 4 players control over 80% of the market. That’s exactly what he did - and now his company, Nulo, is one of the fastest-growing brands in pet food.

Top 3 Value Bombs:

1. Don’t compromise on providing a highly differentiated product and value to end consumers. Figure out what it is that’s going to be different and deliver on it.

2. Once entrepreneurs get traction and they’re on the radar with your brand, you’re going to be scrutinized by competitors. Just stay focused; go slow to go fast.

3. Stand for something. Don’t deviate. Stay true to your brand and your mission. That will get you really far.

Visit Michael’s website and get 25% off your order! - Nulo.com

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