How I Built This with Guy Raz Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse
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Oct 27, 2025 Jeff Braverman, a third-generation family-business leader, shares his journey of transforming his grandfather's peanut shop into the massive e-commerce brand Nuts.com. He discusses the pivotal moment he left his finance job to embrace the internet, leading to a 10x increase in sales through a Google AdWords campaign. The tale includes a viral protest where fans sent 40,000 pounds of peanuts and the humorous impact of a rap jingle. Jeff also reflects on navigating challenges during the COVID crisis while keeping the business family-owned and thriving.
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Win Trust With Quick Operational Wins
- Dig into supplier margins and vertically integrate where simple changes cut costs quickly.
- Use small operational wins to build credibility with skeptical partners or family owners.
Scale Fast With Paid Search
- Use paid search early and aggressively to unlock immediate demand and scale orders.
- Move AdWords spend from token amounts to meaningful daily budgets to test product-market fit fast.
Expand Assortment By Mining Search Demand
- Use search data and supplier catalogs to expand SKUs quickly by matching real customer queries.
- Filling small assortment gaps (like unsalted seeds) unlocked top-selling niche products.
