Is there still room in "better for you" CPG? IMO there's a ton of room. But its harder than everyone thinks... You can't just hand a healthy product to influencers and take a $1B+ exit in a year. It's one of the hardest games in the world. You'll get your teeth kicked in 6,000 times, and cash flow is a nightmare to manage. @TJ_Bongiorno: "We are in this every day." "PepsiCo's market cap is ~$191.5 billion. I obviously can't compete with them." "But if I get the tiniest nail-sliver of that pie, my great-grandkids never work. 0.01% and I'm rich." @chrislukehall: "For most of us, grabbing 0.01% is a huge opportunity." "The big boys got so much going on, they won't compete with a small percentage." @ecommcowboy is live M-F at 12P CT.

"Most TikTok Shop revenue comes from your top 10 affiliates." Alex Rudolph from TBAR Partners says, "Everyone else drives one or two sales." "But the real game is creator retention." So the playbook is a funnel: 1. Go broad with mass outreach. "Some brands send 400 samples a month, others 800 or 1,000, casting a wide net to surface talent." 2. Find your top 10. "Because that tiny group drives the vast majority of GMV, the entire point of the volume is to identify them." 3. Pull them into a community. Then coach them. Turn your best performers into "affiliates for life" instead of one-off posters. "And the scale flexes to the brand." "Communities range from 100 creators to 10,000, depending on where the brand is." @ecommcowboy is live M-F at 12P CT.