Yesterday
13 Unshakeable Laws to Actually Sell Your Brand for Multi-Millions (£) from Piper who sold PROPER CORN, Mindful Chef, Flat Iron, Neom, Olebar Brown, Wattbike, Bruce’s Doggy Day Care
“How on earth do you ACTUALLY EXIT your food and drink brand?”This question swirled my mind.Thankfully, one woman knows all the answers.Libby Gibson is a total legend. She lives and breathes challenger brands. Libby successfully built, scaled and sold Pitcher & Piano.Then she set up Piper with Crispin TwidgenPIPER are responsible for tonnes of HUGE exits.Proper CornBruce’s Doggy Day CareFlat IronWattbikeBloom and WildNeomMindful ChefHickoriesFrameOlebar Brown swimwearI know people say: “it’s not about the money, it’s about the journey”I know, it’s grotesquely-uncouth to say it’s all about the the Dough, Coin, Wonga, Cash-eesh, Moolah, Bunsen-Burner-Nice-Little-EarnerBut, C’maaaaaaaaaannnn.Let’s not beat around the bush.There’s a gorgeous pot of glistening gold waiting for you at the end of your Rainbow.If you sell you’ll be filthy rich, minted and smoking cubbies on the French Riveria.I jest. But, I do believe you can do BOTH.You can build an amazing brand, have lots of fun, help people, do good and, also, make a BUCKET LOADS OF COIN.This poddy BLEW MY MINDAre you thinking about the right things?Have you ACTUALLY thought about the succession plan?Who are you selling actually going to sell to?Are you launching NPD willy-nilly? Is NPD distracting from keeping the main thing, the main thing?ON THE MENU:PIPER’s 7, 17, 70 Law: The inflection points of growth on the journey to exit - You must invest ahead of the growth curve.PIPERs “Back from the Future” Law: Founders must start thinking about the exit three years before they think they’re readyThe Hidden Dangers of Building a Strong Personal Brand if You’re Looking to Exit: what’s the succession plan? who’s going to replace you?How to Hire, Scale and Keep The Magic Alive 1. “You don't have to hire all at once” 2. “Hire ahead of the curve” 3. “Hire people stepping up vs. down”3 Rules to Go from” Challenger Brand” to “Brand Legend”: 1. Focus Better + Different 2. Codify business valuesWhy “Brand Legends” Do Two Things Consistently 1. Turn customers into their best brand ambassadors + constantly surprise and delightPROPER CORN’s Hidden Retail Relationship Genius: Top to Bottom Relationships + Work from the detail up to the bigSolving the NPD Riddle: Constantly Launching NPD is dangerous “it’s a huge distraction” + “You may think everyone knows about your product but they probably don’t”How PROPER CORN went from £7 Million Challenger to £70 Million Brand Legend “the way you run through walls at £70 million is different”Founders constantly ask: Why do we have a right to win in this category?How Challenger Brands can Ge get over the £5 million sticking point 1. Be rigorous with priorities 2. Understand NPD is sometimes a distraction 3.How PROPER CORN escaped the £7million Sticking Point: Carefully and Slowly Moving into The Right NPD
