663: (Solo) More SKUs, More Problems — The Case for Going Deeper, Not Wider
About this episode
Nathan Chan discusses the pitfalls of launching multiple products and the benefits of focusing on a single hero product for business success.
When I started getting serious about e-commerce, I genuinely believed the more products you had, the more successful you'd be. More SKUs meant scaling. I was completely wrong. Here's the problem: most founders launch a hero product, get early traction, and then the anxiety kicks in. What if it runs out of steam? What if a competitor copies me? So they launch a second product, then a third — and suddenly they're mediocre at five things instead of exceptional at one. In this episode, I share how I built and sold a seven-figure brand off a single water bottle, and break down how IM8 — co-founded by David Beckham — hit $120 million in annualised revenue in under a year on essentially one product, and what both stories mean for how you should be thinking about your brand right now. Here's what you'll take away: Why the urge to launch a second product is almost always driven by fear — and how to reframe it The three questions to ask yourself before you add a single new SKU How AG1, Liquid IV, and IM8 all built empires off one hero product — and what that blueprint looks like for a smaller brand Why going deeper on your hero product is a stronger competitive defence than launching more…
More episodes of The Foundr Podcast with Nathan Chan
- 669: They Built a Luxury Beauty Brand in Year One — With a Team of Two | Brunel
- 668: (Solo) The One Marketing Concept Behind the Fastest Growing DTC Brands Right Now
- 667: He Built a $300M Men's Grooming Brand in JUST Three Years | MANSCAPED
- 666: Jess & Victor Started A Jewellery Brand With $2,000 — Now It Brings In $40K A Month
- 665: (Solo) Why Waiting Until You Feel Ready Is the Biggest Mistake You Can Make
- 664: He Changed How the World Builds Startups. Now He's Warning You About What Comes Next | Eric Ries
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