What Most DTC Founders Get Wrong About Entering a Crowded Category | Greta Meyer

About this episode

Greta Meyer discusses her journey with Sequel and the strategies for succeeding in a crowded market.

Greta Meyer started Sequel in a college classroom. She and her co-founder identified a physics flaw in the tampon that nobody had fixed in almost 100 years, and spent years navigating FDA clearance, manufacturing partnerships, and a medical device regulatory process most founders would have quit on. They launched DTC, spent almost nothing on ads, and built their brand through partnerships instead. Yankee Stadium reached out to them. So did the Indiana Fever. The thing that makes Sequel work is also the thing that makes it hard to copy: radical focus. They're not trying to reinvent the whole menstrual experience. They fixed one fluid mechanics problem and built everything around that. In this episode of Unfinished Business, Alex and Lee sit down with Greta to talk about what it actually takes to break into a commoditized, legacy-dominated category when you can't out-spend the incumbents and the product itself is invisible to the consumer. In this episode: - Why "we're not trying to solve everything for everyone" is the strategy, not just a line - How Sequel redesigned a class two medical device on a retrofit of existing machinery, and why that constraint was actually the…

People in this episode

Hosts: Alex, Lee

Guest: Greta Meyer

Topics covered

• DTC strategy
• crowded categories
• medical device innovation
• brand building
• partnerships
• growth strategies

Keywords

• DTC
• crowded category
• FDA clearance
• menstrual products
• brand partnerships
• zero-ad growth
• organic social

Mentioned in this episode

Organizations: Sequel, Yankee Stadium, Indiana Fever

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