219 | A Product Feature That Became a Flywheel | with Justin Seidenfeld

Honest Ecommerce

Justin is a seasoned entrepreneur that's launched multiple consumer product ventures over the past decade.

As the founder & CEO of Doris Dev, the award winning global product development firm, Justin has worked on the development of category defining products in beauty, housewares, connected hardware and everything in between.

Justin is the co-founder & co-CEO of Canopy, the innovative beauty products company that introduced the game changing humidifier and waterless aroma diffuser.

Justin also co-founded Factored Quality, a quality control technology platform being used by consumer product brands around the globe.

Justin is a proud New York transplant currently residing in Austin, TX.

In This Conversation We Discuss:

• [00:00] Intro
• [01:01] What are Canopy’s products
• [01:42] Where the idea of Canopy came from
• [04:17] How Justin’s product background helped in R&D
• [06:32] Setting up your product for supply chain
• [07:38] Determining if your product will have demand
• [08:53] Finding product-market fit, going from 0 to 1
• [10:21] Sponsor: Electric Eye electriceye.io/connect
• [11:18] The types of merchants that Canopy interfaced with
• [12:14] Finding someone with an expertise in beauty
• [14:20] Leaning into editorial and earned media
• [16:02] Investing in a PR firm that specializes in beauty
• [16:58] Unlocking a newer segment in beauty
• [17:57] Aspects to look for in a co-founder
• [19:29] Bringing in a third co-founder
• [20:14] Don’t find a co-founder with same skills as you
• [20:42] The successful subscription model of Canopy
• [25:33] How Doris Dev helped with Canopy
• [26:45] How Doris Dev helped with Factored Quality
• [28:33] Where to find Justin and all his brands

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Scale your business with electriceye.io
• Connect with Justin linkedin.com/in/justin-seidenfeld
• Send Justin an email [email protected] [email protected]
• A New York and Hong Kong-based product development agency with a proven track record of developing category leading consumer products doris.dev
• The world's cleanest humidifier and the absolute best humidifier for beauty and skincare getcanopy.co
• A digital quality control platform for modern E-Commerce and CPG brands factoredquality.com

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