Justin Mares, co-founder of Kettle & Fire, introduces how he originally validated and launched the bone broth company in 2014.
Insight
Pre-orders on sketchy landing pages are the ultimate proof of demand
“If people are willing to spend 30 bucks on a product they've never heard, tasted, smelled, whatever, that doesn't exist on a landing page that looks like it was a scam, that is probably a pretty good sign that this is a thing that people really, really want.”
Insight
Solo founders using AI now have an advantage over multi-person teams
“Someone that has a big, or has like a strong opinion on a product they want to make, or a direction the world is moving, They're almost at an advantage with these AI tools relative to like a small or even medium sized team, because if you are someone that like…”
Insight
Founders should build in domains where their interest is top 0.1%
“I think that generally people should probably go to wherever they are, like, on the frontier and they are among the most interested, like, top .1% of people interested in a topic. I think that that frontier for most people is where you end up having a lot of g…”
Insight
Becoming a top 1% user of frontier AI models is high leverage
“Playing with just the frontier models, Claude, GPT, Gemini you know, it just makes a lot of sense, in my view, and becoming a, like, top one percent user, there's probably a few things that you can do that will be as high leverage as that.”
Insight
Mares: Core barriers to building CPG brands are steadily falling
“I think that there's all of these barriers to building CPG brands. It's basically like, Can you make the product? Can you design it? Can you build a good brand? Can you market it well? And I think that the barriers are just more and more coming down.”
Assertion Not checkable as stated
Mares generated $500 in bone broth pre-orders from $250 in Bing ads
“After the entire test was over we had about a 30% conversion rate where people ended up clicking the order now button, and so over the course of the two-week test that I ran to this janky checkout flow, to this bad landing page made almost 500 dollars in reven…”