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In this Retail Readiness Round, Roberta sits down with Billie Asmus, creator and Founder of Repaint Studios, to break down what founders actually need to know before bringing an innovative product to retail shelves.

Billie shares real-world insights on why market research must come before manufacturing, how skipping this step can lead to costly inventory mistakes, and what founders should validate before investing time and money into a new product. If you’ve ever thought “this is such a great idea, it has to sell,” this conversation is your reality check.

She also dives into a truth many founders don’t realize until it’s too late: getting on the shelf is just the beginning. Billie explains why continued buyer communication, customer education, and post-launch support are critical to earning reorders and sustaining retail success.

Finally, Billie breaks down which trade shows and entrepreneurial communities have been most valuable in her journey from industry-specific shows like the National Hardware Show to founder-focused networks like Entrepreneurs’ Organization and why not every trade show is worth the investment.

If you’re a product-based founder preparing for retail, already on shelf, or deciding where to invest your time and dollars, this episode delivers practical, experience-backed guidance you can apply immediately.

Listen to the full episode released Jan 5th, 2026.

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Love what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨

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Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! Hello@shelftalks.com

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

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How do you turn a simple DIY frustration into a retail-ready product that lands on major store shelves?

In this episode of Shelf Talks, host Roberta Townes sits down with Billie Asmus, creator and founder of The Repaint Tray, to break down how a personal problem while flipping furniture turned into a disruptive product now sold in Lowe’s, Home Depot, and Ace Hardware.

Billie shares the real behind-the-scenes journey of building a physical product from scratch from a $50 DIY prototype to pitching retail buyers without sales data, navigating inventory challenges, educating consumers in a traditional category, and advocating for proper in-store execution.

This episode is a must-listen for product-based founders, emerging brands, and entrepreneurs looking to get their products retail ready and onto store shelves.

You’ll learn:

• How to identify retail-worthy problems hiding in everyday frustrations
• What retail buyers look for when a product creates a new shelf space
• How social proof can replace sales data in early buyer pitches
• The realities of launching in big box retail (and what happens when execution goes wrong)
• How to educate consumers and store associates on an innovative product
• What it really takes to scale inventory, funding, and operations as a solo founder

Whether you’re preparing to pitch retailers, navigating your first retail launch, or building confidence as a founder, this conversation offers practical retail strategy, honest lessons, and inspiration from someone who’s done it fast and done it right.

The Repaint Tray Website: Link

The Repaint Tray Instagram: Link

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How to Follow Shelf Talks Podcast on social:

Instagram: https://www.instagram.com/shelftalkspodcast/
Linkedin: https://www.linkedin.com/company/shelf-talks-podcast

Love what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨

https://www.buzzsprout.com/2411532/support

Contact us via email: Hello@shelftalks.com

Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! Hello@shelftalks.com

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

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In this FOUNDER'S FLASHBACK from episode Ep 33 host Roberta interviews Candace Wu, co-founder of Wonder Monday, a brand that is redefining cheesecake with healthier options. Candace shares her journey from technology consulting to entrepreneurship, the challenges of product development, and the strategies for entering the competitive retail market. She discusses the importance of understanding consumer needs, building relationships with retailers, and the marketing strategies that have contributed to their success. The conversation also touches on future plans for expansion and the significance of innovation in the food industry.

Chapters

00:00 Introduction to Wonder Monday
02:16 The Journey to Entrepreneurship
05:04 Innovating Cheesecake: The Product Development Process
08:20 Entering the Retail Space
12:45 Marketing Strategies and Consumer Feedback
16:50 Building Relationships with Retailers
21:06 Future Plans and Expansion
24:47 Retail Readiness Round: Key Insights


Wonder Monday Website: link

Wonder Monday Instagram: @wondermonday

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How to Follow Shelf Talks Podcast on social:

Instagram: https://www.instagram.com/shelftalkspodcast/
Linkedin: https://www.linkedin.com/company/shelf-talks-podcast

Love what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨

https://www.buzzsprout.com/2411532/support

Contact us via email: Hello@shelftalks.com

Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! Hello@shelftalks.com

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

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In this Shelf Bites clip from the full episode released 6/21/25, Roberta sits down with Scout Brisson, CEO of De Soi, to break down how to successfully pitch and scale a product in retail when you’re building an entirely new category.

Scout shares real, behind-the-scenes insights on how De Soi convinced retail buyers to take a chance on a non-alcoholic beverage brand without early sales data, including how to identify early retail advocates, position your product as a trial opportunity, and build buyer confidence over time.

This episode is especially valuable for founders launching food, beverage, wellness, or CPG brands who are struggling to get meetings with buyers, hearing “we don’t have the shelf space,” or navigating long retail decision cycles. Scout also discusses the importance of buyer feedback, evolving packaging and pricing once on shelf, and why photographing your product on shelf can completely change how you think about retail readiness.

You’ll also learn how De Soi leveraged distributor relationships, creative merchandising solutions, and strategic storytelling to turn hesitant retailers into long-term partners plus what Scout would do differently if she were launching a brand today.

If you’re a founder asking:

• How do I pitch retail buyers without sales history?
• How do I get shelf space in a new or emerging category?
• What do retail buyers look for in early-stage brands?
• How do I adjust pricing and packaging once my product is on shelf?

This Shelf Bites episode delivers practical, real-world answers from a founder who’s done it at scale.

🎧 Listen to the full episode released on June 21, 2025

Support the show

How to Follow Shelf Talks Podcast on social:

Instagram: https://www.instagram.com/shelftalkspodcast/
Linkedin: https://www.linkedin.com/company/shelf-talks-podcast

Love what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨

https://www.buzzsprout.com/2411532/support

Contact us via email: Hello@shelftalks.com

Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! Hello@shelftalks.com

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us a text

Launching in a major grocery retailer can look glamorous on social media but the reality is far more strategic.

In this bonus episode of Shelf Talks, Jessica Taylor, founder of Ezra Coffee, shares the unfiltered story of how her brand landed in H-E-B, one of the most competitive regional grocery retailers in the country and what it actually took to make that launch successful.

From entering (and not winning) a retailer contest to still getting in front of the right buyer, Jessica breaks down how preparation, pitching experience, and self-awareness opened the door. She dives into the less-talked-about realities founders must face after a retailer says “yes”: negotiating store count, managing cash flow, funding inventory upfront, and understanding that being on shelf is only the beginning.

Jessica also shares why starting smaller, knowing when to push back, staying visible in-store, and constantly reviewing performance across locations were critical to Ezra Coffee’s growth. This conversation is packed with honest lessons about demos, marketing missteps, pricing realities, and why retail success requires ongoing effort long after launch day.

If you’re a product-based founder dreaming about grocery retail—or already on shelf and feeling the pressure this episode is your reminder that sustainable retail growth is built with intention, not hype.

In this bonus episode, you’ll learn:

• How Ezra Coffee got in front of an H-E-B buyer without winning the contest
• What founders should consider before saying yes to a large store rollout
• Why cash flow, demos, and visibility matter more than shelf placement
• How to think strategically about expansion into additional retailers

Listen to the full episode released on 9/14/25

Support the show

How to Follow Shelf Talks Podcast on social:

Instagram: https://www.instagram.com/shelftalkspodcast/
Linkedin: https://www.linkedin.com/company/shelf-talks-podcast

Love what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨

https://www.buzzsprout.com/2411532/support

Contact us via email: Hello@shelftalks.com

Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! Hello@shelftalks.com

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us a text

Support the show

How to Follow Shelf Talks Podcast on social:

Instagram: https://www.instagram.com/shelftalkspodcast/
Linkedin: https://www.linkedin.com/company/shelf-talks-podcast

Love what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨

https://www.buzzsprout.com/2411532/support

Contact us via email: Hello@shelftalks.com

Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! Hello@shelftalks.com

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us a text

What does it really take to build a product-based business, go viral, land in retail stores, and survive Shark Tank-level growth?

In this episode of Shelf Talks, host Roberta sits down with Olivia Abrams, co-founder of TiCK MiTT, the innovative, chemical-free tick prevention product protecting families, pets, and outdoor lovers from tick-borne diseases.

Olivia shares her full founder journey — from working in finance in NYC to launching a CPG brand, scaling manufacturing, navigating tariffs, going viral on social media, landing in retail, and appearing on Shark Tank (including the behind-the-scenes reality founders never see on TV).

If you’re a female founder, emerging CPG brand, or entrepreneur trying to get your product into retail stores, this episode is packed with real-world insights you can actually use.

🎧 In this episode, you’ll learn:

• The smartest way to launch a CPG brand post-pandemic
• How viral social media content can drive massive sales
• Why in-person events and trade shows matter for retail growth
• How to pitch retailers when buyers don’t know where your product belongs
• Retail placement strategies that increase impulse purchases
• How to scale manufacturing and inventory without overextending
• What it’s really like preparing for and filming Shark Tank
• How to manage tariffs, inventory delays, and customer communication
• When to hire, what roles to outsource, and how to scale sustainably

Support the show

How to Follow Shelf Talks Podcast on social:

Instagram: https://www.instagram.com/shelftalkspodcast/
Linkedin: https://www.linkedin.com/company/shelf-talks-podcast

Love what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨

https://www.buzzsprout.com/2411532/support

Contact us via email: Hello@shelftalks.com

Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! Hello@shelftalks.com

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us a text

In this Retail Ready Round bonus episode, SprinkleBites Co-Founder Rachel Kane rapid-fires her most valuable advice for getting your product on store shelves without losing sleep, money, or yourself in the process.

💡 What You’ll Learn in This Mini Episode:
• The #1 pricing mistake founders make and how to avoid it
• Why unit economics can make or break your retail strategy
• How to confidently approach retail buyers (even when you feel intimidated)
• The power of authentic relationship-building in CPG
• The best trade shows + exposure tactics to get your product discovered
• A creative “secret weapon” for connecting with your target customers through social media

🎙️ Guest: Rachel Kane, Co-Founder of SprinkleBites, the first-ever protein sprinkle brand, landing placement in major retailers.

✨ If you’re a product founder dreaming of big retail deals, this episode is your blueprint.

Support the show

How to Follow Shelf Talks Podcast on social:

Instagram: https://www.instagram.com/shelftalkspodcast/
Linkedin: https://www.linkedin.com/company/shelf-talks-podcast

Love what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨

https://www.buzzsprout.com/2411532/support

Contact us via email: Hello@shelftalks.com

Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! Hello@shelftalks.com

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book