- Founder of More Labs; prev growth PM at FAANG - Primarily worked on growth as a PM (eng/data background before) - Now running a CPG startup AMA
What's More Labs? What product do you sell?
biohacking supplement company; products to help you stay productive and combat stressors that slow you down (dehydration, stress, hangover, fatigue, poor sleep, etc). we're still in our infancy with product development, but unveiling a lot of new products at expo west in March!!
Nootropics? Or more than that?
"Think of Morning Recovery as your liver’s wingman, bouncer, and bodyguard all at once. Our patent-pending formula boosts your body’s natural response to alcohol, restores vital nutrients, rehydrates, and helps you feel better after drinking. All so you can work hard, play hard, and live life without compromise."
Do you believe in growth hacks for retail?
Sure. I mean what is growth hacking anyways? I think of it as identifying arbitrage opportunities to grow. Example: Identify underutilized (undervalued) mediums to acquire customers, right? No reason for this concept to only apply in tech. Buy low; sell high.
I was nodding my head until your last sentece. My motto is: ”Buy high, sell low”.
What are the challenges in scaling a physical product?
I think when you work as a product manager in large software companies like FAANG, you take distribution for granted. There is this dangerous mindset that if you build a great product, customers will come. This is false imo. I think the most difficult part of scaling a physical product is scaling its distribution. Take a look at your everyday CPG products you use at home. Let’s consider shampoo as an example. Are you really buying it because it’s the “best product”? You’re likely purchasing it because its pervasive; it’s got an insane distribution. You walk into any store and it’s probably there while it’s competitors are not. This is not to say the product isn’t important. It is, but while good products win with great distribution, products without great distribution ultimately fail to grow imo. So the challenge is figuring out how to distribute a physical product when you don’t have the usual growth levers (network effect, virality, etc). I think there is a reason why traditional CPGs grow a lot slower (linear + step function vs. exponential) than internet-driven consumer tech. So there is also a psychological challenge in coping with the speed when you come from FAANG.
So, how have you scaled your distribution?
TC or ...
Founders should make enough to eat/sleep. That’s it.
^ i would hate to be that founder. i answered it somewhere below. search for "45"
What is the craziest thing that happened to you, that you would've never experienced if you didn't start a business in consumer goods?
Craziest? Too many to go through... Off the top of my head: - I flew to DC for FTC hearing. Turns out there are complicated regulations when it comes to dietary supplements - Lots of celebrity & nightlife industry’s interests in our products - leading to deals/partnerships, usually leading to parties that make me wonder how I got here lol
Can you tell us which celebrities you've met? Is it a requirement to be good at drinking at More Labs?
Why did you make the switch? Any regrets?
Honestly I didn’t really plan on it. What started out as a fun side project I dabbled into with friends built momentum, taught me more about the industry/opportunity, and ultimately tipped me over to work on it full-time. It was a gradual process vs. hard decision I made one day. I’m glad I did it; learned tremendously so far. Even if I return to tech in the future, I am convinced I’ve become a stronger candidate. Also - this work is enjoyable, so it’s unclear that I’ll eventually make my way back to tech. If anything, I’d like to be somewhere in the intersection down the road.
Heard that in order for a startup to succeed you just have to take the plunge and quit your job. Seems like this is what you did. Is this what you recommend to folks who are in a similar situation?
What do you do now at work, that you didn’t as a Product Manager at FAANG?
It’s similar in the sense that I work on whatever is the most important task that day. Difference at More Labs is that there are far more people-related issues that arise now that they ultimately fall under my responsibility vs. being a PM at FAANG.
People related issues? Like hiring and networking? Do you enjoy these new responsibilities?
What are the pros and cons of working in the Retail Industry compared to Tech?
The con is that it’s definitely slower. It takes more time to test things, and learn. There is also a lot of stakeholders in your business; retail is generally a three-tier distribution industry where you don’t sell directly to a retailer, but through a distributor who sits in the middle. They are also old school with status quo mindset vs. tech (generalizing things a bit here). The pro is that there is so much innovation to be made here; lots of opportunities to drive efficiency across the chain. Another (subjective) pro is that you get to feel/touch your product (it's a real thing; not UI/UX). It's thrilling.
Thrilling? A box of consumer goods is the thrilling? Sad
What’s ur paycheck like?
$100K sal now but it changes - $0 prior to Series A (but we raised in 10 months so it wasn't that bad coming from FAANG; enough money saved) also i live in LA (cheaper than Bay Area)
What series is company now? Series C?