The S2G Podcast

In this episode, Chuck Templeton sits down with Jason Wellcome and Mike Bruno, advisors at Play Bigger, to discuss the methodology behind category design. The discussion unpacks how companies can shift their thinking from making better products to forging entirely new market categories, drawing on illustrative examples like Qualtrics' evolution from survey tools to an experience management platform. Jason and Mike delve into the strategies that enable businesses to identify unique problems, achieve "Category King" status, and ultimately drive unprecedented growth and market leadership. This episode offers valuable perspectives for investors and entrepreneurs keen on leveraging category design to secure a competitive edge.Key Topics:Problem Identification: The Play Bigger team emphasizes the importance of pinpointing unique, high-impact problems that consumers often overlook. This critical step lays the foundation for creating a new market category, setting leaders apart from competitors focused merely on iterative improvements.Creating a Category Blueprint: Establishing a new category necessitates a detailed blueprint that ensures both customers and competitors grasp the full scope and transformative potential of the new category, fostering wider market adoption.The Advantages  of Category Leadership: Leading a new market category offers substantial economic benefits, with "Category Kings" capturing up to 76% of the category's total value. Inventing a Taxonomy: Effective category design involves crafting a distinct language and taxonomy. This effort not only differentiates the new category but also educates the market. Iterative Validation and Organizational Alignment: The journey of category design is iterative, requiring ongoing validation and alignment within the organization. By engaging leadership and synchronizing efforts across all departments, companies can ensure cohesive execution and maximize their chances of achieving market success.Resources:Play Bigger This content is for informational purposes only, should not be taken as legal, business, tax or investment advice, or be used to evaluate any investment or security, and is not directed at any investor or potential investor in any investment vehicle sponsored by S2G. Investing involves risk, including the risk of loss. Specific companies mentioned in this podcast are for educational purposes and should not be construed as an endorsement of any kind. S2G holds positions in the companies referenced, but this podcast is for information purposes only and is not intended to promote any such company. All views of the guests on this podcast are solely their opinions and do not reflect the opinions of S2G. Any past performance discussed is not indicative of future results. Chuck Templeton is a Managing Partner at S2G Investments. All Chuck's views, and the views of the guests on this podcast, are solely their opinions and do not necessarily reflect the opinions of S2G. The views expressed herein are opinions based on certain assumptions and subject to change. For more important information, please see s2ginvestments.com/disclosures.

Former Chief Growth Officer at Publicis Groupe, Rishad Tobaccowala, discusses the future of work, emphasizing shifts in work motivators, trends shaping work environments, and strategies for cultivating a culture of change and innovation. He highlights the importance of adapting to evolving work landscapes and leveraging advancements in AI to ensure company competitiveness.

In this episode, Chuck Templeton is joined by Nikhil Arora and Alejandro Velez, co-founders of Back to the Roots, a company that's redefining what it means to be a home gardener. Starting from an unconventional college experiment using coffee grounds to grow mushrooms, their venture has grown into the only end-to-end organic gardening brand, helping to ignite a new generation of sustainability-minded gardeners who are looking for a more rooted relationship with their food.  The duo discusses the significance of deep customer understanding, the art of pivoting in response to challenges, and the non-negotiable commitment to sustainability and transparency that has defined their brand. This discussion offers a realistic look at building a mission-driven business, the challenges encountered, and the perseverance required to stay true to one's values in the competitive retail landscape.Key Topics:Sustainable Innovation as a Market Differentiator: Back to the Roots exemplifies how sustainability can be a viable market strategy that resonates deeply with consumers. Their commitment to peat-free soil and packaging from 100% post-consumer recycled plastic not only sets new industry standards but also appeals to a new generation of gardeners, showcasing the potential for similar innovation-driven growth across various sectors.Compounding Relationships Fuel Growth: The episode highlights how the strategic nurturing of relationships—with suppliers, retailers, and team members—can serve as a catalyst for rapid growth and market penetration.The Power of Simplified Consumer Offerings: By focusing on simplicity in their product line, Back to the Roots has successfully created an end-to-end gardening solution that removes barriers to entry for new gardeners. This lesson in product development stresses the value of consumer-centric design and simplification in fostering user engagement and loyalty.Navigating Entrepreneurial Challenges with a Strong Foundational Partnership: The enduring co-founder relationship at the heart of Back to the Roots provides a blueprint for entrepreneurial resilience. A shared vision and complementary skill sets are critical when facing challenges, making strategic pivots, and achieving sustained profitability.Aligning Business Goals with Broader Missions: Staying true to their North Star has enabled Back to the Roots to weather challenges and continuously adapt to get to where they are today. A clear and compelling mission can guide decision-making, inspire innovation, and attract like-minded customers and partners.Resources:This content is for informational purposes only, should not be taken as legal, business, tax or investment advice, or be used to evaluate any investment or security, and is not directed at any investor or potential investor in any investment vehicle sponsored by S2G. Investing involves risk, including the risk of loss. Specific companies mentioned in this podcast are for educational purposes and should not be construed as an endorsement of any kind. S2G holds positions in the companies referenced, but this podcast is for information purposes only and is not intended to promote any such company. All views of the guests on this podcast are solely their opinions and do not reflect the opinions of S2G. Any past performance discussed is not indicative of future results. Chuck Templeton is a Managing Partner at S2G Investments. All Chuck's views, and the views of the guests on this podcast, are solely their opinions and do not necessarily reflect the opinions of S2G. The views expressed herein are opinions based on certain assumptions and subject to change. For more important information, please see s2ginvestments.com/disclosures.

Sanjeev Krishnan, co-founder of S2G Ventures, discusses the power of industry specialization, innovative business models, and the importance of systems thinking in investing. He shares his experiences in energy, environmental sectors, and the journey of S2G Ventures in transforming industries through partnerships and tailored capital systems.

Andrey Zarur, CEO of GreenLight Biosciences, discusses the journey of creating novel RNA crop protection products and the importance of identifying genuine problems, understanding customer needs, and navigating regulatory landscapes. The podcast explores GreenLight's origin story, innovative problem-solving approaches, agricultural solutions, leadership challenges, and future plans for global expansion.

Not many people produce category-defining companies twice. But then again, not many people are John Foraker. The comforting taste of Annie’s mac and cheese or their cheddar bunnies masks their revolutionary origins when organic products were relegated to the back corners of grocery stores. As the former longtime leader of Annies, John is partially to thank for bringing natural foods to the fore. Today, as the CEO of Once Upon a Farm, he is changing how customers buy baby and kid foods while meeting the growing demand for nutrient-filled, responsibly sourced, delicious products. This episode is as full of insights into starting a mission-driven CPG company as a Once Upon a Farm Smart Blend is with organic fruits and veggies. Key Takeaways:The Power of Brand Positioning: Under John’s leadership, both Annie’s and Once Upon a Farm have successfully positioned their brands in the mainstream market, proving that natural and healthy food brands can thrive among conventional competitors. Understanding the Consumer: With both companies, John was able to recognize the momentum moving toward more natural nutritious foods. A critical pivot moment for Once Upon a Farm occurred when they did more digging into their core customer. Building a Strong Brand Identity: John's strategy emphasizes the importance of a strong mission-driven brand identity that resonates with consumers' values and justifies different price points or purchasing behaviors. Sustainable scaling: John shares his thinking on balancing growth in product line and distribution with the need to hone your core offerings.Working with Celebrity Cofounders: Jennifer Garner is one of the co-founders of Once Upon a Farm and John speaks about how she has been foundational to the company’s ethos and success. Leading with transparency and humility: John explains why he sends out an email every week recapping the company’s successes and challenges and how he ensures he is not the smartest person in the room. Resources:John's LinkedInRamping Your BrandConsumer research on unplanned purchasesThis content is for informational purposes only, should not be taken as legal, business, tax or investment advice, or be used to evaluate any investment or security, and is not directed at any investor or potential investor in any investment vehicle sponsored by S2G. Investing involves risk, including the risk of loss. Specific companies mentioned in this podcast are for educational purposes and should not be construed as an endorsement of any kind. S2G holds positions in the companies referenced, but this podcast is for information purposes only and is not intended to promote any such company. All views of the guests on this podcast are solely their opinions and do not reflect the opinions of S2G. Any past performance discussed is not indicative of future results. Chuck Templeton is a Managing Partner at S2G Investments. All Chuck's views, and the views of the guests on this podcast, are solely their opinions and do not necessarily reflect the opinions of S2G. The views expressed herein are opinions based on certain assumptions and subject to change. For more important information, please see s2ginvestments.com/disclosures.

The podcast discusses the use of non-dilutive capital for climate solutions, the role of a special ops team in funding climate companies, the funding gap for capital-intensive climate businesses, and the mission of Special Ops to provide efficient funding solutions. They highlight the importance of cash flows, collateral, and contracts for downside protection in investments.

Experts Dan Ripma, Kate Danaher, and Larsen Mettler discuss food as health, supply chain resilience, and cultivated protein. They explore the convergence of food and healthcare, advancements in supply chain efficiency, and challenges in scaling cultivated protein. Key topics include perioperative nutrition, ocean intelligence technologies, and AI-driven supply chain optimizations.

In this episode, Chuck Templeton is joined by fellow Chicago entrepreneurs and old friends Chris Gladwin and Mike Evans for a captivating conversation about scaling their respective companies for exit.  Chris founded and sold CleverSafe and is currently the Founder and CEO of Ocient, a data analytics platform for the world's biggest data sets. Mike is the Founder of Grubhub and now the Founder of Fixer, a home maintenance membership company. Chris and Mike compare their customer acquisition experiences, discuss their hiring approaches, consider their mutual passion for endurance sports, and dig into their core business philosophies. It’s a conversation any entrepreneur will take valuable insights from. Key Takeaways:Customer acquisition for enterprise companies and small businesses: Mike shares how he thought about building a brand and providing customers with value early on. Chris speaks to the importance of understanding the buyer’s motivations.Their “just start” and “stay in business” mentalities: According to Mike, the only way to know if customers will buy your product is to start selling it. According to Chris, the number one reason businesses fail is because they don’t last long enough. What endurance sports can offer entrepreneurs: Read: a learning mindset and a lot of pain.Hiring for scale: Chris and Mike both share how they approached hiring and maintaining talent through different stages of growth.Building companies for exit: Chris and Mike discuss their philosophies on designing a company for exit, from creating a growth template to maximizing the probability of an exit. Ocient Socials: LinkedIn, X (formerly Twitter) Ocient ResourcesDun & Bradstreet Customer Case StudyBeachfront Customer Case StudyMike Evans Socials: LinkedInThis content is for informational purposes only, should not be taken as legal, business, tax or investment advice, or be used to evaluate any investment or security, and is not directed at any investor or potential investor in any investment vehicle sponsored by S2G. Investing involves risk, including the risk of loss. Specific companies mentioned in this podcast are for educational purposes and should not be construed as an endorsement of any kind. S2G holds positions in the companies referenced, but this podcast is for information purposes only and is not intended to promote any such company. All views of the guests on this podcast are solely their opinions and do not reflect the opinions of S2G. Any past performance discussed is not indicative of future results. Chuck Templeton is a Managing Partner at S2G Investments. All Chuck's views, and the views of the guests on this podcast, are solely their opinions and do not necessarily reflect the opinions of S2G. The views expressed herein are opinions based on certain assumptions and subject to change. For more important information, please see s2ginvestments.com/disclosures.

Last year, we published a report entitled, "Trends Shaping the Future of Food in 2023." It turns out 2023 was quite the year with many market, geopolitical, and policy twists and turns. In this episode, we check in with S2G team members who contributed to the report to get their take on how these trends evolved in 2023 and into 2024. We interview Arthur Chow about robotics, Cristina Rohr about digital agtech, and Matt Walker about alternative crop inputs. Key Takeaways:Agricultural Robotics: Agriculture robotics companies are making substantial strides in delivering on promises and expanding their offerings. The shift towards platform solutions, as well as partnerships that enable robotics-as-a-service models, are reducing some of the barriers to adoption. Integrated Digital Ag Tech Solutions: The integration of digital agriculture solutions is enabling companies to quantify the cross-value chain benefits of climate-smart agriculture. Strategic partnerships and robust data infrastructure are pivotal in fostering adoption and optimizing environmental and economic outcomes.Rising Demand for Alternative Input Solutions: The demand for alternative input solutions, such as biologicals, is on the rise, driven by market shifts away from traditional chemicals and consumer preferences for environmentally friendly options. Companies are focused on substantiating the efficacy of these solutions while integrating them seamlessly into existing farming systems.Resources:Arthur's BioCristina's BioMatt's BioReflections on 2023 Agtech TrendsReflections on 2023 Food and Agriculture Supply Chain TrendsReflections on 2023 Food Tech TrendsThis content is for informational purposes only, should not be taken as legal, business, tax or investment advice, or be used to evaluate any investment or security, and is not directed at any investor or potential investor in any investment vehicle sponsored by S2G. Investing involves risk, including the risk of loss. Specific companies mentioned in this podcast are for educational purposes and should not be construed as an endorsement of any kind. S2G holds positions in the companies referenced, but this podcast is for information purposes only and is not intended to promote any such company. All views of the guests on this podcast are solely their opinions and do not reflect the opinions of S2G. Any past performance discussed is not indicative of future results. Chuck Templeton is a Managing Partner at S2G Investments. All Chuck's views, and the views of the guests on this podcast, are solely their opinions and do not necessarily reflect the opinions of S2G. The views expressed herein are opinions based on certain assumptions and subject to change. For more important information, please see s2ginvestments.com/disclosures.