Everyday-use beats novelty. If your product’s only used once a week or is only for “the wellness-curious,” it won’t become a habit. Velocity comes from frequency, not just function claims.
The canned beverage aisle has gotten noisy.
Adaptogens, botanicals, prebiotics, CBD… every can shouting a different benefit, but almost none for drinkers who crack open multiple cans a day.
Juliana Casale was one of those people. “You can’t drink three cans of prebiotics a day. You can’t drink three cans of CBD a day. It would just do weird things to your body.”
So she created Balloon, a sparkling water winning over customers because it’s simple, clean, and something you can drink again and again.
Start small. Stay focused. When tariffs cut her U.S. revenue, Juliana didn’t chase new markets. She focused on her own neighborhood. A smaller, less competitive Canada market meant drivable retailers, engaging demos, and in-person conversations with buyers.
Everything is negotiable (even what seems non-negotiable). One co-man quoted 600,000 cans, which Juliana assumed was the end of the conversation. But another founder told her, “You don’t have to take what they say as gospel.” She pushed back and the co-man agreed to split the run into two batches. Same quality product. Half the risk.
Find your people before you find your retailers. Before Balloon had a single can, Juliana was already part of a private Facebook group for sparkling water fans. She asked questions, ran flavor surveys, and launched a pre-order campaign that hit $8,000 in its first week.
You’re not lost. You’re just at the beginning. Shipping mistakes, inventory gaps, machinery breakdowns… this isn’t incompetence. “I’m not stupid for hitting these challenges,” she says. “I’m just not an industry veteran. And those veterans had a year one when they didn’t know everything either.” Most founders underestimate how normal their chaos is.
Mental stability is operational stability. “Every six months, something happens where it’s all hands on deck,” says Juliana. Founder groups and therapy are now part of the infrastructure that keeps Balloon moving. “I’d never been in therapy before, but when I’m really struggling or avoiding something, it helps me talk through why. I’ve kind of turned my therapist into a business coach.”
Market insight → Function drives trial. Frequency drives sales. Regular use is what will create velocity, higher LTV, lower CAC, and stronger bargaining power with retailers.
When you have that “can-do” attitude
The if/then workflow
A practical decision guide for early-stage CPG.
1. If the MOQ is too high → Then negotiate the terms.
2. If a buyer is hesitant → Then offer consignment.
3. If you’re unsure what to make → Then ask your ideal customers.
4. If you want to grow → Then prove success locally first.
5. If you’re ghosted after a pitch → Then always get their contact info.
6. If customers don’t buy again → Then improve the product, not the marketing.
7. If everything feels confusing → Then remind yourself you’re still learning.
8. If burnout creeps in → Then build a support system.