How he finds $1M+ CPG startup ideas before anyone else using Ahrefs and Manus AI
The Startup Ideas Podcast
Prioritizing Distribution in Product Development
This chapter highlights the crucial importance of understanding customer acquisition channels before product development in both software and physical goods. The discussion contrasts the approaches of experienced founders with those of first-time founders, while also encouraging audience interaction via social media.
I’m joined by Ashwinn Krishnaswamy, an expert in launching and growing consumer brands, where we discuss how he evaluates market opportunities and creates unfair advantages. We discuss various tools for market research including Ahrefs for keyword analysis, Particl for competitor sales data, and AI tools for product design. Ashwinn emphasizes that entrepreneurs should work backward from distribution channels rather than focusing solely on product development.
Timestamps:
00:00 - Intro
03:45 - Ahrefs tool for keyword research
15:08 - Particl for analyzing competitor sales data
18:52 - Why start a CPG brand
21:05 - How to stand out in crowded categories
24:57- Opportunities in Branding for Older Adults
28:40 - Bootstrapping Your Product Idea
33:56 - Researching Your Market and Competitors
36:52 - Manus AI for automating market research
39:58 - Distribution is everything.
Key Points:
• Ashwinn shares tools and strategies for evaluating market opportunities for physical products and brands
• Tools like Ahrefs and Particle provide valuable data on search volume, competition, and sales trends
• AI tools like Manis can now automate much of the market research process that previously cost thousands
• Distribution strategy should come before product development, not vice versa
1) First, understand that DISTRIBUTION is everything.
"First-time founders focus on product, second-time founders focus on distribution."
The hard truth? Many subpar products CRUSH IT because they nail distribution and operational excellence.
Always work BACKWARDS from how you'll acquire customers!
2) Use Ahrefs to evaluate category demand and competition
Type any keyword to see:
• Monthly search volume (market size)
• Keyword difficulty (competition level)
• Seasonal trends
• Geographic distribution
This helps you VALIDATE demand before building anything!
3) Look for geographic OPPORTUNITIES in the data
When Ashwinn checked "electrolytes" he found:
• 74% of searches from English-speaking Western countries
• Only 3% from India, Philippines
This reveals potential to build "Element for Germany" or other untapped markets where trends haven't diffused yet!
4) For physical products, use Particle to spy on competitors
This tool shows:
• E-commerce sales data for brands
• Best-selling SKUs
• Category trends
Crucial insight: Often 90% of revenue comes from just 4 SKUs!
5) The REAL opportunity in physical products?
They force you to become EXCEPTIONAL at marketing.
"The bleeding edge of marketing happens in consumer products because it's SO HARD to get attention and convince someone to part with their dollars."
It's a marketing masterclass in real-time.
6) How to stand out in crowded categories:
Study the competition obsessively! Ashwinn showed how most magnesium supplements look generic and medical.
But brands like Moon Juice and Lemme differentiate through:
• Distinctive packaging
• Custom bottles
• Clear positioning
• Targeting specific demographics
7) The BIGGEST opportunity right now?
Find UNDERSERVED demographics!
Most brands target coastal millennials or Gen Z because that's who creates them.
But what about products for older adults with:
• More disposable income
• Less saturated marketing channels
• Different aesthetic preferences
8) AI is your UNFAIR ADVANTAGE for research
• Competitor analysis
• Market sizing
• Customer needs
• Design trends
"It's putting together a report Nielsen would charge $20K for!"
99% of people aren't using AI this way yet.
9) Before building ANYTHING, become a "relentless researcher":
• Study every competitor's positioning
• Read all the 1-2 star reviews in your category
• Visit stores and talk to owners
• Contact potential customers directly
Notable Quotes:
"First time founders focus on product, second time founders focus on distribution." - Ashwinn
"Building a physical product business is very hard and by most people probably just shouldn't be done on a whim. But if you can do it in a somewhat low stakes way or low risk way... I think it is a phenomenal way to get really good at marketing." - Ashwinn
LCA helps Fortune 500s and fast-growing startups build their future - from Warner Music to Fortnite to Dropbox. We turn 'what if' into reality with AI, apps, and next-gen products https://latecheckout.agency/
BoringAds — ads agency that will build you profitable ad campaigns http://boringads.com/
BoringMarketing — SEO agency and tools to get your organic customers http://boringmarketing.com/
Startup Empire — a membership for builders who want to build cash-flowing businesses https://www.startupempire.co
FIND ME ON SOCIAL
X/Twitter: https://twitter.com/gregisenberg
Instagram: https://instagram.com/gregisenberg/
LinkedIn: https://www.linkedin.com/in/gisenberg/
FIND ASHWINN ON SOCIAL
X/Twitter: https://x.com/Shwinnabego
Instagram: https://www.instagram.com/shwinnabegobrand
Brand Brothers Podcast: https://open.spotify.com/show/2wgTQ7mXBngdiNzcJ2cUJZ
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