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The Startup CPG Podcast

#168 - CPG Founder Life - What to Expect: Paul Voge

Nov 5, 2024
Paul Voge, Co-founder and CEO of Aura Bora, shares his inspiring journey in the craft sparkling water world. He discusses the skyrocketing growth from 2 stores to 10,000, revealing the fierce competition with beverage giants like Coca-Cola. Paul delves into the intricate dance of distribution and retailer relationships while navigating the emotional challenges of entrepreneurship. He emphasizes resilience and realistic expectations, offering practical insights on maintaining a healthy mindset and the joys of building a sustainable brand in a tough market.
01:10:43

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

  • Paul Voge highlights the essential role of resilience and realistic expectations for CPG founders amidst the emotional rollercoaster of entrepreneurship.
  • Navigating the beverage industry requires understanding distribution challenges and effective marketing strategies to compete against industry giants like Coca-Cola.

Deep dives

The Tomorrow Brand Challenge

E-commerce brands that offer subscription services significantly benefit from acquiring subscribers, as each subscriber can be worth three times more than a regular customer. To encourage the growth of subscription models, a contest called the Tomorrow Brand Challenge has been launched, which runs from January to June 2025. The contest offers an impressive grand prize package including $100,000 in cash, marketing funds, and a team retreat, along with the chance to attend a major race in Monza, Italy. Even without winning, participants are expected to enhance their brand presence and subscriber base, making it a valuable opportunity for e-commerce brands.

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