Episode Summary

Justin Seidenfeld is an experienced consumer goods expert with over ten years of experience in product design, development, and supply chain management. He is the founder of Doris Dev, a product design, development and supply chain management company, and the creator of Canopy, a humidifier with technology that offers health benefits for skin. Most recently, he incubated a managed service software company, Factored Quality, which provides quality control and supply chain management services through a single point platform with managed services.

Episode Notes

Episode brought to you by Trend & Finaloop.

On this episode of DTC POD, we delve into the world of product development and supply chain management. We look at the success story of Canopy, a company that created a beauty-focused category-defining humidifier. We also cover the challenges faced in bringing new products to market, the value of validating demand, and the importance of a shored-up supply chain.

Here's 5 key questions we'll answer on this episode:

1. What is the pain point with traditional ultrasonic humidifiers, and how did Canopy solve it?

2. How did Canopy successfully promote their product with a limited budget?

3. What are the pitfalls to avoid when building a new product and brand from scratch?

4. How did Canopy position their humidifier as a beauty tool and what experts did they bring in to do so?

5. What are the key differences between starting from scratch and building a custom product, versus starting with an existing product and customizing it for your needs?

Timestamps:

[00:03:36] Working & Factories In Asia

[00:08:07] DorisDev for startups: supply chain & branding.

[00:12:24] Validate demand before investing.

[00:17:06] Two paths: custom or off-the-shelf.

[00:19:35] Incubating products: humidifiers for beauty.

[00:24:42] Canopy solves "white dust" problem.

[00:27:18] Product positioned as beauty tool.

[00:32:17] Limited budget, invested in beauty media.

[00:36:37] Supply chain software manages quality control.

[00:42:17] Factored quality platform for single solution QC.

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Episode brought to you by Finaloop, the real-time accounting service trusted by hundreds of DTC Brands. Try Finaloop free - no credit card required. Visit finaloop.com/dtcpod and get 14 days free and a 2-month P&L within 24 hours.

Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.

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• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands

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Justin Seidenfeld - Founder of Doris Dev
Ramon Berrios - CEO of Trend.io
Blaine Bolus - Co-Founder of Seated

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