$2B founder reveals the niches that can make you $$$ (ft. Allison Ellsworth, Poppi)
Executive Summary
My First Million episode 855 with hosts Sam Parr and Shaan Puri interviewing Allison Ellsworth, co-founder of the prebiotic soda brand Poppi, which she and her husband sold for about 2 billion dollars. She covers the brand's origin as Mother Beverage, selling at a farmers market, appearing on Shark Tank, a rebrand, the March 2020 launch, the growth to a sale, and how fast growth felt. The description also lists segments on Shark Tank, branding spend, Rohan Oza and Super Bowl commercials. Sponsor: the description links HubSpot and Sam's database on becoming a millionaire. PARTIAL COVERAGE: the available captions are sparse for the 74 minute episode, so this note covers the opening growth story most closely and does not cover every segment. All figures are the speakers' own claims and are not independently checked.
Key Takeaways
The glow up
The hosts say the gap between the original Shark Tank video and the brand today is huge.
A kitchen idea
She says she started in her kitchen because she disliked the taste of apple cider vinegar, which she drank for tummy problems.
Not knowing helped
She says that if she had known how intense the beverage business is, she would not have started.
The timeline
She says two years at a farmers market, then Shark Tank, a rebrand, and a launch of Poppi on March 3, 2020.
The growth
She says revenue went from about 3 million in the first year to around 50 million, then 200 million and 500 million plus before the sale.
Not normal growth
She says the growth was lightning in a bottle and not normal.
No time to celebrate
She says she felt it was too soon to celebrate and never really stopped to smell the roses.
The Conversation Breakdown
The glow up
⏱ Untimed topicThe hosts say the gap between the original Shark Tank video and the brand today is huge.
A kitchen idea
⏱ Untimed topicShe says she started in her kitchen because she disliked the taste of apple cider vinegar, which she drank for tummy problems.
Not knowing helped
⏱ Untimed topicShe says that if she had known how intense the beverage business is, she would not have started.
The timeline
⏱ Untimed topicShe says two years at a farmers market, then Shark Tank, a rebrand, and a launch of Poppi on March 3, 2020.
The growth
⏱ Untimed topicShe says revenue went from about 3 million in the first year to around 50 million, then 200 million and 500 million plus before the sale.
Not normal growth
⏱ Untimed topicShe says the growth was lightning in a bottle and not normal.
No time to celebrate
⏱ Untimed topicShe says she felt it was too soon to celebrate and never really stopped to smell the roses.
Core Frameworks & Ideas
Solve your own problem - her origin
Start with a personal pain and fix the taste or format that bothers you.
Timing with the market - her launch note
She links the March 2020 launch to health-focused label reading.
Pause to celebrate - her regret
Mark milestones along the way rather than waiting for the exit.
Actionable Next Steps
- ✓Write down the personal problem your product solves and what you dislike about current options.
- ✓Note one market shift your launch timing could ride.
- ✓Plan one small celebration for your next milestone.
- ✓Treat the revenue and sale figures as the speakers' claims and verify them before repeating them.
Notable Quotes
“It was truly lightning in a bottle.”
“I don't think I ever stopped and smelled the roses.”
“It was just one of those beautiful entrepreneurial American dream stories”
The One Thing to Remember
Allison Ellsworth says Poppi grew from a farmers market apple cider vinegar drink into a roughly 550 million dollar business in about four and a half years, and that the speed felt unreal.