Startup teaches a lesson in "advocate advertising"
From CBS News MoneyWatch:
If you told people you were going to launch a small, independent snack food company, with essentially no marketing money, most would tell you to get your head checked. Going up against the likes of Nabisco and Keebler for supermarket shelf space is -- and this is a gross understatement -- a very low odds proposition. But that's exactly what two concerned dads did with their niche-market munchies, and their business is taking off, thanks to the unstoppable social power of an audience with a very personal, vested interest in their success.
...[The founders] ...both have children who are among the estimated 6 million people with Tree Nut and Peanut Allergies (TPA). TPA is one of the most prevalent and serious food allergies...and it affects many more than just the people who have it: There are millions more who care for, feed, coach, play with, teach and otherwise interact with them.
(My daughter has a peanut allergy as well.)
If you told people you were going to launch a small, independent snack food company, with essentially no marketing money, most would tell you to get your head checked. Going up against the likes of Nabisco and Keebler for supermarket shelf space is -- and this is a gross understatement -- a very low odds proposition. But that's exactly what two concerned dads did with their niche-market munchies, and their business is taking off, thanks to the unstoppable social power of an audience with a very personal, vested interest in their success.
...[The founders] ...both have children who are among the estimated 6 million people with Tree Nut and Peanut Allergies (TPA). TPA is one of the most prevalent and serious food allergies...and it affects many more than just the people who have it: There are millions more who care for, feed, coach, play with, teach and otherwise interact with them.
(My daughter has a peanut allergy as well.)
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