Free Field Guide · The Advantage Series № 06
25 CPG Businesses You Could Build Today
The running list of businesses Mike wishes someone would build.
Mike thinks each of these could become a $100M brand. For every idea: the problem, where he would start, who is already in it, how he would go to market, and where the money goes at $50K, under $200K and with a $1M seed.
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What’s Inside
Twenty-five ideas, each laid out the same way.
- №01
Food, beverage, pet, personal care, household and baby.
- №02
The problem, and the narrow wedge where you can win first.
- №03
The US market size for each, with its source.
- №04
Who is already in it, and why that can work in your favor.
- №05
How Mike would build demand, and whether to start in retail or DTC.
- №06
How he would spend the first $50K, line by line.
About the Author
Mike Wystrach
Mike built and sold Freshly, a direct-to-consumer food brand, to Nestlé for over $1.5 billion. He is the co-founder of Petfolk and managing partner at Cutting Horse Ventures, where he invests in early-stage consumer brands. He writes weekly in The Advantage on what it actually takes to build — beyond the highlight reel.
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