Why This is The EASIEST Time to Start a Business
A Shopify Masters interview in which host Serena Smith talks with Michelle Razavi, co-founder of Elavi, a protein brownie company, about landing a Whole Foods buyer with one cold email and building toward national retail. Razavi describes finding the global buyer's email, a reply within three hours, four years of pitching different product lines, a bumpy path to shelves, and packaging that states plainly what the product is. Sponsor: Shopify, which presents the show (a free Shopify trial is linked in the description). PARTIAL COVERAGE: this note is based on the opening, the Whole Foods story, a section on the path to yes, a section on packaging and positioning, the closing and the description, and does not cover every exchange in the roughly 45 minute interview. All claims, including product and nutrition claims, are the speakers' own and are not independently checked. This is a brand story, not nutrition, medical or business advice.
Executive Summary (TL;DR)
A Shopify Masters interview in which host Serena Smith talks with Michelle Razavi, co-founder of Elavi, a protein brownie company, about landing a Whole Foods buyer with one cold email and building toward national retail. Razavi describes finding the global buyer's email, a reply within three hours, four years of pitching different product lines, a bumpy path to shelves, and packaging that states plainly what the product is. Sponsor: Shopify, which presents the show (a free Shopify trial is linked in the description). PARTIAL COVERAGE: this note is based on the opening, the Whole Foods story, a section on the path to yes, a section on packaging and positioning, the closing and the description, and does not cover every exchange in the roughly 45 minute interview. All claims, including product and nutrition claims, are the speakers' own and are not independently checked. This is a brand story, not nutrition, medical or business advice.