Episode description

⬇️ REGISTER FOR TICKETS TO LIVE PODCAST & SUPPER CLUB WITH GILES ON 25TH FEB BELOW ⬇️

https://forms.gle/bHgQQg9EkVYTMw368

If you want to EXIT your brand for MILLIONS $$$

Make dat COIN boi-shee.

Bread. Dough. Wonga. Moolah.

This is THE most important podcast I’ve ever recorded.

Honour to sit down with INDUSTRY LEGEND legend Giles Brook.

ON THE MENU:

1. Why Challenger Brands Must Understand The Way You Exit has COMPLETELY CHANGED: Giles’he Gold, Silver Bronze of True Gross Margin and EBITDA
2. PLEASE STOP Manipulating TRUE Gross Margin: D2C brands don’t hide CAC in the P&L… it must come under true gross margin. 40% minimum.
3. Why “Multiples of Revenue exit is completely DEAD”. EBITDA multiple = 12x vs. Revenue multiple =. 1.9x
4. Why in 2025 Challenger Brands Must Become a Proper Business Earlier …”challenger brands must become a proper business much earlier” + Set up value chain EARLIER
5. Bio & Me Innovation-to-Exit Strategy: Brands must INNOVATE Close to the Core
6. Big Exit Rule No.1: BRAND BRAND BRAND.. “I’ve seen amazing businesses on paper, unable to exit as they have a crap brand… I’ve seen okay businesses, with an insane brand, have huge exit”
7. RedBull Zero Law: Innovation Doesn’t Need to Be Whacky + “Format Innovation is The Best Kind of Innovation”
8. Vita Coco’s CONSUMPTION EXPANSION Law to Piss Easily 6X Your Rate of Sale: Bigger format = more units in fridge = winder consumption opportunity = higher ROS = higher revenue
9. How To Commit Brandiscide in Grocery: slag off competition, buy listings, invest in ATL campaigns when you’ve got 200 stores
10. ATL Campaigns are pointless when you’re small, Invest in Purchase Proximity
11. The Founderitis Symptom: Founders in board meetings never think like a CONSUMER but ABSOLUTELY MUST
12. The Coconut Wars: How Vita Coco smashed Innocent and Pepsico to become the biggest Brand in Europe
13. The Battle of Addiction in Founders + Why Brand Building Should Be Brutal.
14. The Founder vs. Operator Tension: True Challenger Operators Need to Roll Their Sleeves Up
15. Why 90% of Exit Deals Fall Through + How to Ensure Your Brand is Exit-Ready in 2025

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