#75 Behind the Scenes of Equity Crowdfunding with tbh (+ Popadelics)

A few weeks back, we talked about Angel Investing 101 on the show, and equity crowdfunding got a brief shoutout. I was super curious on the topic and thought who better to talk about equity crowdfunding than someone in the process right now! Today we’re joined by Elena Guberman, co-CEO of tbh, a brand focused on reimagining nostalgic snacks. Their first product is a better for you, better for the planet, plant-based version of Nutella - with no palm oil, 50% less sugar, and 3x the protein! tbh was co-founded by someone you may know - Stranger Things actor and entrepreneur, Noah Schnapp.

Listen in as Elena shares about:

• The details on their current equity crowdfunding raise on Republic (that as of our recording date has blown past it’s $25,000 goal with over $450,000 raised from over 550 investors)
• Why they chose equity crowdfunding
• What it’s like getting set up on an equity crowdfunding platform as far as the due diligence process and Elena’s launch prep tips
• How they are using the campaign to educate Gen Z consumers about investing and why keeping the minimum investment at $50 was important (as a side note, Elena will mention that over 70% of campaign investors invested less than $250 - so cool!)
• The story behind their Nosh award-winning collaboration with Chubby Snacks and why collaborations are part of the thh strategy
• What’s it like to have a celebrity co-founder
• And more!

And, stay tuned at the end for a bonus segment - today featuring Startup CPG Shelfie Award winner, Popadelics - Elena and I will share our reviews mid-episode and then at the end of the episode (41:55), you can catch a mini-interview (25:53) with Popadelics’ founder, Marilyn, to learn more!

Episode Links:

• tbh website & @snacktbh on IG & TikTok
• Elena’s LinkedIn
• tbh Republic campaign page
• Elena's article "tbh raised over $700k on Republic: Here's What I Learned"
• Article mentioned by Elena: “How to Rock a Republic Campaign” by Courtney at AKUA
• Brands & companies mentioned: Chubby Snacks, Rhythm Superfoods, TERRA, Rodeo CPG
• Popadelics Links: 
  • Popadelics website & IG @popadelics
  • Marilyn’s LinkedIn

Show Links:

• Join the Startup CPG Slack community (10K+ members and growing!)
• Follow @startupcpg
• Visit host Jessi's Linkedin or website
• Questions or comments about the episode? Email Jessi at jessi@startupcpg.com