SELL OUT Your Products With These Simple Tricks
Executive Summary
Shopify on Location episode recorded in Los Angeles in which host Benjamin Gottlieb talks with Michelle Johnson and Ezra Baker, two of the three co-founders of the oat milk company Ghost Town Oats. They say they sold out six months of product in eight weeks, describe Michelle's childhood in poverty as the root of wanting to bring good food to people without access, and explain how their barista training became a problem-solving approach to tasting every oat milk available in January 2021. They talk about a crowdfunding video that connected their story to food deserts, early traction before having a product, choosing angel investors such as Jimmy Butler over venture capital at first, and now preparing for venture money to distribute nationally. Sponsor named: Shopify, which hosts the series. PARTIAL COVERAGE: this note draws on the opening, oat milk origin, story-telling and funding sections, and may miss parts of the roughly 35 minute video. Claims about health, markets and sales are the founders' own and not independently checked. Nothing here is medical, legal or financial advice.
Key Takeaways
Sold out fast
They say eight weeks to sell out six months of product was nothing they could have imagined.
Why oat milk
Michelle says her story starts in a childhood spent in poverty, including homeless shelters and motels.
Access as a mission
They say they had to make do with what they had and want to bring quality food to people who need it.
Barista problem solving
They say they tasted every oat milk available in January 2021 and solved for what they disliked, as baristas do when dialing in coffee.
Personal story in the brand
They say injecting your personal story into your work connects it to your audience, as a crowdfunding video tied to food deserts did.
Angel investors first
They say going after angel investors such as Jimmy Butler was more fun than the venture route early on.
Scaling nationally
They say national distribution needs bigger money and they are ready to take on venture capital and its responsibility.
The Conversation Breakdown
Sold out fast
⏱ Untimed topicThey say eight weeks to sell out six months of product was nothing they could have imagined.
Why oat milk
⏱ Untimed topicMichelle says her story starts in a childhood spent in poverty, including homeless shelters and motels.
Access as a mission
⏱ Untimed topicThey say they had to make do with what they had and want to bring quality food to people who need it.
Barista problem solving
⏱ Untimed topicThey say they tasted every oat milk available in January 2021 and solved for what they disliked, as baristas do when dialing in coffee.
Personal story in the brand
⏱ Untimed topicThey say injecting your personal story into your work connects it to your audience, as a crowdfunding video tied to food deserts did.
Angel investors first
⏱ Untimed topicThey say going after angel investors such as Jimmy Butler was more fun than the venture route early on.
Scaling nationally
⏱ Untimed topicThey say national distribution needs bigger money and they are ready to take on venture capital and its responsibility.
Core Frameworks & Ideas
Problem-solving like a barista - the founders' product method
Name what you dislike, find its cause and fix it.
Personal story in the brand - Michelle's view
Bring your real experience into marketing and video.
Match investors to stage - the founders' funding path
Use angels early and consider venture when scaling nationally.
Actionable Next Steps
- ✓List what you dislike about the leading products in your category and the cause of each.
- ✓Write the personal story behind your product in a few honest sentences.
- ✓Think about which type of investor fits your current stage.
- ✓Treat the health, sales and funding claims as the founders' own and check them before relying on them.
Notable Quotes
“8 weeks to sell out 6 months of product was nothing that we could have ever imagined”
“it's problem solving it's like what what is it that I don't like and what is causing what I don't like”
“it was a lot more fun going after really interesting Angel Investors”
The One Thing to Remember
The Ghost Town Oats founders say injecting a personal story and barista-level problem solving into their brand helped them sell out six months of product in eight weeks.