A podcast about the real economics of ecommerce, DTC, and CPG. Hosted by Fan Bi, In The Money features honest convos with the people building, growing, and investing in modern consumer brands.
In The Money: eCommerce, DTC, and CPG
Claim This Podcastby In The Money: eCommerce, DTC, and CPG
5.0(7 reviews)
62 episodes
Updated Daily
Accepts GuestsHas Sponsors
57
Podcast Authority
BetaFairBased on show quality, social media presence, reviews, charts, and more
Quality70
Social0
YouTube76
Engagement32
Podcast Overview
A podcast about the real economics of ecommerce, DTC, and CPG. Hosted by Fan Bi, In The Money features honest convos with the people building, growing, and investing in modern consumer brands.
Language
🇺🇲
Publishing Since
5/4/2025
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57
Podcast Authority
BetaFairBased on show quality, social media presence, reviews, charts, and more
Quality70
Social0
YouTube76
Engagement32
8
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11
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excellent
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Recent Episodes
July 14, 2026
We Thought It Could Be a Modest $10M Business. We Were Very Wrong.
<p>What does it look like to send 25 to 30 cold emails to a founder you've never met because you believe in a product so much you're willing to bet your career on it?</p><p>Kieran Mathew, CEO of Equip Foods, joins In The Money to break down one of the more unconventional origin stories in better-for-you supplements, an operator who joined an existing business, took over day-to-day functions from the founder, and helped scale it from low seven figures to well into eight on a growth model that barely touched Meta spend.</p><p>Equip makes animal-based protein products built around one standard: real food ingredients, nothing the brand wouldn't stand behind completely. No fillers. No shortcuts. A product built for a customer who reads labels and doesn't forgive compromises.</p><p>We cover:</p><ul><li>Why Kieran sent 25-30 emails to founder Anthony Gustin before getting a response and what he said to finally get one</li><li>What it actually looks like to join a business as an operator-partner rather than a founder</li><li>How to take over day-to-day operations from a founder without breaking what's already working</li><li>The affiliate flywheel: how Equip built a roster of thousands of partners who became genuine evangelists for the brand</li><li>How affiliate seeding trained the algorithm before a dollar of Meta spend and what that did to ROAS when they finally turned it on</li><li>Why beef protein is having its moment and how whey margin compression is accelerating the category shift</li><li>The animal-based consumer: who they are, what they believe, and why they're more loyal than almost any other supplement customer</li><li>What Equip would do differently in paid if they were starting the channel from scratch today</li><li>Org structure evolution: why the team design that worked at $3M doesn't work at $15M and what needs to change</li><li>How Equip thinks about SKU expansion without losing the brand clarity that made them</li><li>Retention, subscription, and what actually drives LTV in the supplement category</li></ul><p><br></p><p>If you're building in supplements, better-for-you CPG, or thinking about how to join an existing business as an operator rather than start from scratch, this episode is one of the most useful conversations I've had on the pod this year.</p>
July 6, 2026
The LinkedIn Message They Almost Ignored For Target Nationwide
<p>What happens when a high-protein, clean-ingredient frozen pizza brand spends two years grinding through cold chain nightmares, supply chain restarts, and a fundraising carousel, and then lands at number one in the frozen pizza category at Target?</p><p>Michael Rolland, Co-Founder of Yough!, joins In The Money to tell one of the more honest origin stories in better-for-you frozen food, a brand built around a simple thesis that you shouldn't have to choose between eating pizza and feeling good afterward, and the long road it took to get that product in front of the right retailers at the right moment.</p><p>700 calories. 46 grams of protein. No junk ingredients. An anytime meal that people are eating pre-workout, post-workout, and at 2am after a night out, without the guilt.</p><p>We cover:</p><ul><li>Why DTC was the wrong model for frozen and what Yough! learned the expensive way</li></ul><ul><li>The supply chain issues that forced a full relaunch and why it ultimately made the product better</li><li>How Yough! built into boutique specialty retail first before going mass</li><li>The LinkedIn message they almost ignored and how it turned into a meeting at Target HQ</li><li>What it actually looks like when a national retailer offers you a launch before you've pitched them</li><li>Going from specialty to Target and Sprouts on organic momentum alone, no broker, no traditional pitch</li><li>What number one in frozen pizza at Target actually means for a brand at this stage</li><li>The fundraising reality for better-for-you frozen: what investors want to see and when the timing is right</li><li>Protein in frozen as the next major category wave and why the timing is right now</li><li>What Michael would do differently in the first 12-24 months if he started over</li><li>What's next for Yough! heading into the back half of 2026</li></ul><p>If you're building in frozen, better-for-you, or any category where the product has to earn its place on a cold shelf, this episode is a candid look at what the grind before the breakthrough actually costs.</p>
June 30, 2026
No Formula. No Co-Man. No Branding. Nationwide Whole Foods in Three Months.
<p>What does it look like to sell a brand to Kraft Heinz for a reported $200 million, and then build the second one with three kids under seven and no social media on your phone?</p><p>Morgan Zanotti, Founder and CEO of Waay, joins In The Money to break down what changed and what stayed the same the second time around. Waay is a fizzy, clear sparkling protein water, 10 grams of protein, 45 calories, zero sugar, built for women who are tired of choking down chalky shakes to hit their protein goals.</p><p>Before Waay, Morgan co-founded Primal Kitchen alongside Mark Sisson, bootstrapped it to $50M in revenue profitably, and led the company through its $200 million acquisition by Kraft Heinz in 2019.</p><p>We cover:</p><ul><li>Why Morgan built Waay after watching the protein trend get sold entirely to men</li><li>The Primal Kitchen playbook: bootstrapping to $50M before the exit</li><li>What she learned inside Kraft Heinz about scale, GLP-1s, and category timing</li><li>Why she pitched Whole Foods with a silver can, no final formula, no co-manufacturer, and no branding, and how they said yes nationwide anyway</li><li>18 months of formulation: getting real protein, zero sucralose, and a taste that doesn't announce itself</li><li>Building the entire brand identity in three months and launching by October</li><li>Why she went Whole Foods first instead of Target, and how that sequencing shaped everything that followed</li><li>The clear protein category: how it's exploding globally and why the US is just catching up</li><li>Building lean the second time: a small remote team built through referrals, no agency</li><li>Raising capital on traction versus raising on hopes and dreams</li><li>What she'd do exactly the same the second time, and what she's doing completely differently</li><li>Balancing three kids under seven with building a fast-scaling consumer brand</li></ul><p>If you're building a consumer brand, thinking about a second act after an exit, or trying to figure out how to build with intention instead of urgency, this episode is one of the most grounded founder conversations I've put out this year.</p>
62 total episodes available
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- What is In The Money: eCommerce, DTC, and CPG?
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This podcast updates daily.
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This podcast is available on 4 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
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No, this podcast does not typically feature guests.
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