Priority one is seeing through demand — saturating New York City outside of grocery stores through pop-ups, demos, and events at places like a Pilates studio, a coffee shop and a bagel place, growing Kiki's social media so the target demographic sees her at least ten times. Then making sure those people actually try the yogurt, so they're activated to buy once Sourmilk hits shelves.
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The founders lay out two priorities. First, "really seeing through our demand" — saturating New York City almost outside of grocery stores so they can "stimulate that experience of... shopping from a grocery store, but through pop up events, through demos." The mechanism is growing Kiki's social media: "how do I make sure everybody in our target demographic sees me at least ten times in the New York City area, or ideally, they follow me." Second, getting people to try the yogurt — putting it "in all the places that our customer lives," whether yoga studios, a Pilates studio next month, a coffee shop every other week, or "the hottest bagels place." The goal: "by the time we're in grocery stores, they are so ready and activated to buy our yogurt."