Blueprint expects $100 million in sales within a year

Transcript

Transcribed by machine (Whisper) from the episode’s audio, so a word may be off here and there.

1. 1:28:11

   What's the model for building a business? Did you actively think, hey, I've got to build an audience to get this effort to be successful? Yeah. No, we actually didn't. Kate, my co-founder, is here with me. We were posing the question, we thought it was a cool question to ask, are we the first generation who won't die? It's kind of like in 1870, you're back in there, and you hear in town, people are like, hey, there's this new weird idea.

2. 1:28:36

   There's this guy saying that there's these microscopic objects. They're called bacteria or something like that. They cause infection. They lead to death. And then others are like, that's stupid as fuck because really it's just bad spirits. We know that's just causing the situation. And so if you're getting a surgery, you really care to know, is this a correct idea or incorrect idea? and it turns out bacteria are real they actually cause infection, they can lead to death and I think the parallel here for us right now is like are we legit the first generation who won't die and so that was our effort just actually scientifically go do that and then someone did a Twitter thread on this and it just went viral, like 50 million views and we're like what's going on the tsunami of hate came our way

3. 1:29:16

   and it was just like there's so much raw energy under this topic we didn't know that was the case And so, yeah, we've just been trying to basically take people along the journey of, like, this is what we're doing. So contentually been like an afterthought to a primary mission, and now it's a primary modality for us to go after this. And you productized it. I came home, and my wife was joking about the nutty pudding.

4. 1:29:41

   I mean, it's not my favorite, but it's healthy, and I've had it a couple times. I eat it, and my wife's got the whole cupboard filled with blueprint stuff. I was told the whisper number's over $100 million in sales. Yeah, we'll beat $100 million in less than 12 months. But the goal was not to make money. So it went viral, and people were like, I love this. I want to do it, but it's so damn hard, right?

5. 1:30:02

   You have to source all this stuff. And we had learned ourselves that when we source things that most labels are incorrect, most things are toxic. And it was like a disaster out there. So we started sourcing our own stuff. And so we're like, well, why don't we just package this up? Like CPG sucks. It's the worst business in the world. So we were legit like, do the world a solid, like make this available.

6. 1:30:22

   Like we've worked so hard to make this available and it's impossible to do unless you're all in. You're losing money or you make just a very modest profit margin? Very, yeah. So we're almost basically break even. Got it. So it's a four break even, not a four, not a non-profit. And Chris, you're drinking this new category of beverage you created. Maybe you could talk a little bit about your intent with your product.

7. 1:30:40

   Yeah, I think one of the easiest hacks-