Building a consumer brand requires more than a great idea, it takes a deep understanding of the people you’re serving, a willingness to test and iterate, and the grit to move fast with focus. To help founders navigate this complicated space, we launched CPG Workshop Series: From Concept to Cart, a three-part hands-on program designed in partnership with Listen Ventures, a leading investor in consumer brands.
Cynthia Franklin, Executive Director of the Berkley Center, opened with words of welcome and an overview of the Center’s programming, then led a full-room round of introductions so participants could share what they’re building and what they’re seeking from the series and setting a collaborative tone from the start.
Johnnie Yu (NYU Tisch) of Listen Ventures took the stage to break down the anatomy of a CPG venture through the Lean Startup lens—testing quickly, gathering direct consumer feedback, and iterating with intention. Yu then ran a Creative Tensions exercise, asking participants to physically choose sides of the room on polarizing CPG prompts. The activity surfaced assumptions, sparked constructive debate, and primed the group to approach the evening with curiosity and rigor.
Alex Fine, CEO and co-founder of Dame Products, followed with a candid founder talk on pioneering in sexual health and wellness as the first women-owned company in the category. She spoke to the discipline of moving fast toward revenue, building with fewer dollars than most expect, and using earned media to open doors in complex or underserved markets.
Tips & takeaways
- Revenue is a truth test: Prioritize pathways to early sales and real-world feedback.
- Prototype lean: You likely need less capital than you think to validate demand.
- Earned media matters: Press and organic storytelling can accelerate awareness and acquisition, especially in taboo or overlooked categories.
