On this episode of DTC pod, Peter joins Blaine to share lessons from building Floof, as well as some tricks and growth levers from his time in the manufacturing & design business.We cover:- Prioritizing branding before product development.- Conducting focus groups and analyzing consumer data.- Exploring opportunities to partner with platforms like Kindred.- Identifying a gap in the market for accessible high-end pillows.- Utilizing out-of-the-box methods to grab attention and optimize marketing channels.- Designing for packaging, customer support, and unboxing- Staying focused on brand goals and not being swayed by short-term profits.Timestamps:04:48 Opportunity in the pillow market.08:03 Journey of brand building.11:41 Targeted direct channels, consider scaling.14:50 Unique pillow personalization experience.19:55 Using real models for pillow showcase.21:30 Healthy profit margins.25:11 Streamlined purchasing with design guidance.27:56 Empower consumers as designers.32:05 Discounts from designers and trade shows.35:17 Communicate brand value, aggressive growth.39:39 Kindred: platform for apartment swapping.41:37 Focus on social proof, partnerships.Shownotes powered by Castmagic---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.Check out our guide to all the best brands here. Additional episodes you might like:• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views• #219 JT Barnett: The TikTok Masterclass For Brands• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands-----Have any questions about the show or topics you'd like us to explore further?Shoot us a DM; we'd love to hear from you.Want the weekly TL;DR of tips delivered to your mailbox?Check out our newsletter hereFollow us for content, clips, giveaways, & updates!DTCPod InstagramDTCPod TwitterDTCPod TikTok Peter Sivas - Founder of FloofRamon Berrios - CEO of Trend.ioBlaine Bolus - Co-Founder of Castmagic