cover of episode Advice Line with Gary Erickson of Clif Bar

Advice Line with Gary Erickson of Clif Bar

2024/5/9
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Elsie
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Gary Erickson
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James
领导Root Financial从小规模公司发展成为全国性公司，专注于目的驱动的财务规划。
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Valerie
Topics
Gary Erickson: Cliff Bar 的成功始于专注于核心用户群体（自行车骑行者），通过免费试用和口碑传播，逐步扩大市场。他强调了早期市场教育和直接挑战竞争对手的重要性，以及运动员代言对品牌形象的提升作用。 James: Stoke Plastics 通过将回收塑料制成产品（如太阳镜），并将其作为可持续发展的“有机”塑料进行推广，来克服市场竞争，并通过自身产品验证其技术的可行性，从而吸引其他品牌使用其材料。 Valerie: Artisans Cooperative 通过建立合作社模式的在线手工市场，为Etsy等大型平台提供了一种更公平、更注重社区的替代方案。她面临的挑战是如何在资金有限的情况下，吸引足够的工匠和消费者参与，并与大型电商平台竞争。 Elsie: Lily Brush 通过独特的宠物毛发清洁工具，以及有效的口碑营销，在竞争激烈的市场中脱颖而出。她的挑战是如何在有限的资源下，扩大市场营销，提高品牌知名度，并与模仿者竞争。

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Clif Bar founder Gary Erickson joins Guy on the Advice Line, where they answer questions from three early-stage founders about expanding their customer base.

Today we meet James, who recycles water bottles into one of the most sustainable plastics on the market. Then Valerie, a leathercrafter with a co-op of artisans born from a strike against Etsy. And finally, Elsie, who accidentally invented a pet hair remover while cleaning her dog’s muddy pawprints.

If you’d like to be featured on a future Advice Line episode, leave us a one minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to [email protected]) or call 1-800-433-1298.

And check out Clif Bar’s founding story) from Gary’s first appearance on the show in 2016.

This episode was produced by Sam Paulson with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was James Willetts.

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