Growth isn’t one big break. It’s a slow burn. The brands that last compound small wins: weekend market booths, continuous recipe tweaks, refreshed packaging.
Learn how to leverage local markets as testing grounds, follow demand (not your roadmap), and play the long game without burning out.
For founders who are:
Testing new products in scrappy, low-cost ways
Choosing between foodservice, retail, or e-comm
Balancing margins, scale, and brand identity
1. Use local markets as testing grounds
Markets aren’t just sales, they’re real-time R&D. Every time is a chance to test new products, packaging, and flavor profiles.
Treat each market as both sales and research
Track repeat buyers as the clearest product–market fit signal
Filter for repeat buyers and patterns instead of casual browsers
Test packaging, price points, and formats in small runs before scaling
2. Follow demand, not your roadmap
Your “hero SKU” may not be the one the market wants. Founders win faster when they double down on pull instead of pushing what isn’t working. Here’s a product-demand checklist:
Which SKU has consistent repeat buyers?
Am I letting go of products the market isn’t validating?
Where is demand showing up naturally that I didn’t plan for?
Do I adjust my roadmap when the market pulls elsewhere?
What to try: Track pull, not push. Double down where demand is obvious, even if it’s not the product you expected.
3. Choose the channel that pays, not just the one that buys
Volume isn’t the same as profit. Foodservice can bring size but often at razor-thin margins. Retail and specialty may be slower but can build brand equity and better economics. Start with a step-by-step channel checklist:
Model true margins by channel (including trade spend, slotting, logistics)
Test channels before committing resources
Know which channel best matches your brand’s positioning
Determine whether you’re chasing volume for optics, or profit for longevity
What to try: Follow the money, not just the purchase order. Pick the channel that builds brand and margin together.
4. Play the long game
Brands aren’t built in a season. Staying power comes from patience, iteration, and small wins that compound over time. Ask yourself:
Are you tracking traction signals (repeat buyers, margin gains), not vanity metrics?
Do you celebrate small, consistent wins as progress toward scale?
Where can you slow down to build resilience instead of chasing speed?
Do you have enough resources to keep iterating until the economics work?
What to try: Measure growth in traction, not timelines. Patience is the moat. It keeps you around long enough to win.
Checklist: Are you set to grow without burning out?
Have you tested products in a small channel before scaling?
Do you know which SKU has repeat pull and real traction?
Have you mapped true margins by channel (including hidden costs)?
Does your packaging match the price point and shelf you want to own?
Are you tracking the right signals (repeat buyers, pull, margins) instead of vanity metrics?
Do your long-term goals align with your timeline and resources?
Bottom line: Growth isn’t one big break. It’s compounding small wins, responding to market, and building staying power long after the first sale.
Know someone trying to get their food brand off the ground? Do them (and us!) a favor and pass along this playbook.
