Ep. 009: Selling to Large Retailers — The Chad Hetherington Interview

Product Launch Rebel

Listen how Chad Hetherington helps entrepreneurs find retail partners to launch and grow their products. Learn the keys to success in distributing products through large brick-and-mortar retailers.

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Podcast Timeline:

0:42 – Introduction to Chad Hetherington, Founder of The Stable

2:59 – Beginning of the “Give Me the Basics” Podcast Segment

3:45 – Chad describes his company, The Stable, and its role to help bring brands to retail partners, across different channels.

5:34 – Our guest talks about what he looks for in companies that he works with. A strong story; brands that disrupt their category; the strength of the management team.

6:22 – Chad gives examples of the types of brands that The Stable works with

7:28 – Chad describes the success rate of the new companies that he works with, and the keys to their success.

9:30 – Our guest shares details about the importance of launching carefully with big retailers and the danger of rolling out too big too fast.

10:50 – Chad talks about how often new “first-generation” brands need to pivot, or change, based on real-life consumer feedback or competitive situations, in order to survive.

13:19 – Chad shares how many brands he works, and how many employees work at The Stable

14:10 – Beginning of the “Tell Me How” Podcast Segment

14:35 – Chad talks about the keys to success for products at retail: 1. Great packaging and (2) price points that are competitive.

16: 54 – Chad expands on the topic of pricing and the experience of working with retailers on setting price.

19:02 – Our guest expands on the challenges of collaborating with large retailers on pricing, and the implications of pricing pressures has for small brands.

21:44 – Chad talks about how small brands are marketing their brands successfully, even if they have very limited marketing budgets. And how Facebook ads, a good PR partner, reasonable pricing and solid packaging can go a long way.

24:00 – Beginning of the “Let’s Get Personal” Segment

24:20 –Chad talks about his motivations to start a business like The Stable.

25:32 – Our guest describes what he’s most proud of as the founder of The Stable.

26:15 – Chad describes his biggest frustrations as an entrepreneur (“waiting around”) and his occasional bouts of self doubt.

28:15 – Chad talks about how starting a business changed him as a person. “It’s made me more humble.” “I have a different perspective on life than I ever did.”

29:23 – Our guest shares what he’s learned most about himself. “I know that I can do it.” “Can I actually pull this off?” “A drive that I never knew that I had.”

30:06 – Chad talks about who has been most influential to him. “My parents, for sure.” “My wife.” His previous boss at Quirky. Richard Branson from Virgin.

31:24 – Chad offers some closing advice for aspiring entrepreneurs. “Stay on the path that you set.” “Don’t give up.” “Every day is another day.” “Constantly tell your story.” “Don’t let a failure affect your life. Failures are what make you better.”