Find your idea & build the brand
Niche & positioning
Own a wedge before you fight the giants.
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The category I want to enter already has ten funded brands doing the same thing - how do I find a real wedge?
Look for what the incumbents do wrong rather than what they do right - overpriced, opaque ingredient lists, a customer segment they're ignoring, or...
My product solves a problem people don't like to talk about (hygiene, intimacy, mental health) - how do I position it without scaring off buyers?
Pee Safe and Bombay Shaving Company both built real scale by naming the taboo directly and treating destigmatising the conversation as the marketin...
Related in Starting Up
Not D2C-specific, so it lives in our founder hub. Same engine, different corner.
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eChai Partner Brands
