Elevator Talks

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Elevator is the home for modern e-commerce. We build brands, back creators, and bring founders together through capital, free education, and community.

  1. 15 aug ·  Video

    How to Build Retail Demand Before You're On a Single Shelf

    Kiki Couchman left private equity to build Sourmilk - a gut-health yogurt brand that sold 8,000 yogurts hand-to-hand before landing on a single retail shelf. We break down how Sourmilk built demand before distribution, used building in public as a growth channel, turned customers into leverage with retail buyers, and why Kiki is choosing to dominate New York before scaling nationally. Follow Kiki & Sourmilk Instagram: https://www.instagram.com/couchwoman/ Instagram: https://www.instagram.com/getsourmilk/ Follow Elevator: Instagram: https://www.instagram.com/elevatorgoods/ X: https://x.com/elevatorgoods Follow Monish: Instagram: https://www.instagram.com/msabnani93/ X: https://x.com/msabnani93 Timestamps: 00:00 Intro 02:00 Leaving private equity to build Sourmilk 04:30 Why yogurt was the opportunity 12:27 Why Sourmilk is retail-first 14:21 The economics of a perishable product 17:26 Customers before retail buyers 18:10 Building demand before distribution 18:31 Selling 8,000 yogurts on the streets of NYC 20:00 Turning customers into retail leverage 23:04 Bootstrapping Sourmilk with two founders 24:52 The real value of trade shows 28:00 Why they’re not going national yet 30:21 When to raise institutional capital 33:30 Learning social media from zero 36:44 The inspiration behind building in public 39:47 Should every founder build in public? 41:56 Why content alone isn’t enough 46:24 The first hire Sourmilk needs 47:57 A day in the life building Sourmilk

    How to Build Retail Demand Before You're On a Single Shelf

  2. 31 jul ·  Video

    Lukas Pakter: The Trybe Creator Growth Playbook

    Lukas is the co-founder of Trybe, the platform powering the creator sales forces behind the fastest-scaling DTC brands right now. He's uploading over 5,500 ads a month and turning everyday creators into a sales force that outsells traditional UGC, influencers, and agencies combined. In this episode he gives the unfiltered playbook: - Why you don't find great creators, you train them - How to structure retainers and commissions so creators actually work harder (and the one ratio most brands get wrong) - How he ran 3,500 ads a month by himself in two hours a day - How to protect your ad account while testing thousands of videos - Why creator retention, not recruitment, is the real moat If TikTok Shop or Meta is anywhere on your roadmap, this is the one to watch. Lukas: https://www.instagram.com/lukaspakter/ Trybe: https://jointrybe.com/ Elevator Goods: https://www.instagram.com/elevatorgoods/ Host (Monish Sabnani): https://www.instagram.com/msabnani93/ Timestamps: 00:00 The Creator Sales Force Playbook 01:13 Trybe: TikTok Shop for Meta 09:08 Is Your Brand Ready? 13:15 You Train Great Creators 19:51 The Creator Retainer Framework 24:50 Shift UGC From “I” to “You” 31:54 Why 5,500 Ads a Month Works 34:17 Build the Team From Your Creators 38:30 Why Waiting Will Cost You 42:14 Why 1,000 Ads Still Failed 45:55 From $0 to $79K a Month 51:08 Founder-Led Creator Retention 58:31 How to Test 40,000 Ads on Meta

    Lukas Pakter: The Trybe Creator Growth Playbook

  3. 24 jul ·  Video

    Moiz Ali’s $100M Exit Playbook & What’s Next For Him

    Moiz Ali built Native and sold it to P&G for $100M in just two and a half years. Today, he spends his time investing in, advising, and studying e-commerce businesses, giving him a unique view into what separates long lasting brands from businesses that are simply growing fast. In this conversation, Moiz shares what he is seeing across the space in 2026, including why most founders should focus on building a strong product before trying to manufacture a brand, why repeat purchase rate is one of the most important numbers in e-commerce, how to stay lean while scaling, and what makes a business genuinely investable. We also talk about Meta volatility, healthy profit margins, testing products before committing too much time or capital, hiring exceptional people, and what life looks like after a major exit. Download the free Moiz Ali playbook here, the entire episode distilled into one PDF: https://www.elevatorgoods.com/talks/moiz-ali We are hiring. View open positions at: https://www.elevatorgoods.com/careers Connect with Moiz: Instagram: https://www.instagram.com/moiz.r.ali/ X: https://x.com/moizali Connect with Monish: Instagram: https://www.instagram.com/msabnani93/ X: https://x.com/msabnani93 Connect with Elevator Goods: Instagram: https://www.instagram.com/elevatorgoods/ X: https://x.com/elevatorgoods Subscribe for bi-weekly conversations with operators building real brands. What we cover in this episode: 00:05:30 — Life After the Exit 00:11:00 — The Power of Having a Chip on Your Shoulder 00:18:45 — Inside Meta and Why It's So Volatile 00:22:10 — What Makes a Brand Truly Investable? 00:26:45 — What Is a Healthy Profit Margin? 00:30:00 — Brand vs. Product: What Matters More? 00:38:30 — How to Test Products Before Scaling 00:51:00 — What's the End Game? 01:00:30 — Hiring Exceptional People 01:05:30 — What Keeps You Up at Night? 01:11:30 — Rapid-Fire Questions

    Moiz Ali’s $100M Exit Playbook & What’s Next For Him

  4. 10 jul ·  Video

    How Sabrina Sade (4AM) Cracked TikTok Shop, Retail, and VC Funding

    Sabrina is the co-founder of 4AM, the skincare brand that built an entire routine into a single wipe. She built it while still in medical school - performing surgeries by day and posting on TikTok at night - and grew it all with a 2-3 person team into Target nationwide. In this episode she breaks down: - How she spotted the hero product that became 95% of her sales - The TikTok Shop strategy that turns 5,000 organic views into 500,000 - Why brand story beats the discount game every time - How they kept investors on the hook and went nationwide on a tiny team If you're building a brand from nothing, with limited capital, this is the playbook for you. Everything from this episode, structured into a free playbook: https://www.elevatorgoods.com/talks/sabrina-sade Connect with Sabrina & 4AM: 4AM: https://4amskin.com/ Sabrina on TikTok: https://www.tiktok.com/@sabsade Sabrina on Instagram: https://www.instagram.com/sabsade/ Follow Elevator: Instagram: https://www.instagram.com/elevatorgoods X: https://x.com/elevatorgoods Website: https://www.elevatorgoods.com Follow Monish Sabnani (Host): Instagram: https://www.instagram.com/msabnani93/ X: https://x.com/msabnani93 Chapters: 00:00 Intro 06:00 Why starting skincare felt delusional 08:00 The whiteboard: an entire routine in one wipe 08:30 Going all in on a $300 bank account 20:00 The accidental pivot (and Target's call) 27:30 The TikTok that hit 3M views 32:00 Why TikTok Shop is still whitespace 40:00 Brand story beats the discount game 43:00 How to keep VCs on the hook 1:00:00 Does a VC actually add value? 1:05:00 Ecommerce vs wholesale 1:10:00 Demand planning in retail 1:13:00 Surgeries by day, TikTok at 1AM 1:20:00 Advice: there's no formula

    How Sabrina Sade (4AM) Cracked TikTok Shop, Retail, and VC Funding

  5. 27 jun ·  Video

    The CEO of Northbeam Sees $31B in Ad Spend - Here’s What Actually Grows a Brand

    Austin Harrison is the CEO of Northbeam, the marketing analytics platform that measures over $31 billion in ad spend across the top DTC brands in the world. He doesn't see what works for one brand. He sees what works across the entire industry. In this episode he breaks down: - What the brands that explode do to grow this fast - The one metric most operators completely ignore (and why it predicts your next three months) - How small founders can beat big ad budgets with authentic content If you run or want to build an e-commerce brand, this is the closest you'll get to seeing the whole game from above. Connect with Austin & Northbeam: Northbeam: https://www.northbeam.io/  Austin on X: https://x.com/MAustinHarrison  Austin on LinkedIn: https://www.linkedin.com/in/maustinharrison/ Follow Elevator: YouTube: https://www.youtube.com/@Elevatorgoods Instagram: https://www.instagram.com/elevatorgoods X: https://x.com/elevatorgoods Spotify: https://open.spotify.com/show/1fCirPyNlzTxT4hOOH0tVC Apple Podcasts: https://podcasts.apple.com/us/podcast/elevator-talks/ Website: https://elevatorgoods.com/ Chapters: 00:00 Intro 01:10 What Northbeam actually does 04:30 The origin story 06:08 Building with AI before ChatGPT 11:10 Has AI killed the moat? 16:46 The tailwind behind clean data 24:47 What winning brands do differently 29:31 How small brands can win too 31:28 Spending big on ads without going broke 35:44 The metric most operators ignore 43:00 Early signs of a slowdown 46:00 The new breed of founder 55:04 The most overrated metric in e-commerce 57:35 Why hiring fast is a trap 59:10 The channel everyone underrates 1:02:14 The truth about being a founder 1:03:58 The real job of a CEO #ecommerce #elevatorgoods #dtc

    The CEO of Northbeam Sees $31B in Ad Spend - Here’s What Actually Grows a Brand

  6. 20 jun ·  Video

    How to Avoid Digital Burnout in 2026

    Most founders burn out chasing more. Alex Ikonn did the opposite. He built Luxy Hair into one of the first ecommerce brands built almost entirely on YouTube: 500M+ views, 3M subscribers, millions in annual cash flow, two employees. Then he sold it, because the success left him empty. He went on to build Intelligent Change, the company behind the Five Minute Journal, into a business he's run for over a decade without burning out. His whole approach comes down to one idea: stop doing the work that drains you, and protect your peace in a world built to keep you anxious and online. In this episode he breaks down:   - Why working on something you don't love is what actually burns you out   - How he stays calm while everyone else drowns in productivity anxiety   - The morning system he uses to start the day on offense, not on his phone   - Why he plays long-term games and leaves money on the table on purpose   - How he sold the business without selling himself Everything from this episode, structured into a free playbook: https://www.elevatorgoods.com/talks/alex-ikonn Follow Elevator: Instagram: https://www.instagram.com/elevatorgoods X: https://x.com/elevatorgoods Website: https://www.elevatorgoods.com Follow Monish Sabnani (Host): Instagram: https://www.instagram.com/msabnani93/ X: https://x.com/msabnani93 Follow Alex Ikonn: Instagram: https://www.instagram.com/alexikonn/ X: https://x.com/AlexIkonn LinkedIn: https://www.linkedin.com/in/alexikonn/ Intelligent Change: https://www.instagram.com/intelligentchange/   Chapters   00:00 Intro   00:24 Selling flowers at 11, then getting fired from the bank in 2008   02:28 Gary Vee, Tim Ferriss, and starting Luxy Hair in 2010   03:07 Why hair extensions, and doubling the product the factories said was crazy   05:00 Building a DTC brand on YouTube before Instagram existed   06:51 The void after success, and deciding to exit   09:34 How Intelligent Change and the Five Minute Journal began   13:33 Selling the system, not the founder (Traction / EOS)   15:30 Visionary vs integrator   17:10 Be careful with your bankers   18:26 Patience, leverage, and a 40% higher offer   19:07 Starting a business today vs 16 years ago   21:25 Knowing your number and the productivity-anxiety bubble   27:46 The Intelligent Change system: a toothbrush for your mind   33:21 Eat the frog: the one task that matters   35:05 Why he's optimistic about AI and being more human   37:39 Burnout, ikigai, and working on something you love   41:59 His full morning routine   51:15 Running the Five Minute Journal as a business   54:00 Leaving money on the table on purpose   56:00 Prompt yourself: the Life Designer   59:16 Why he named the company Intelligent Change   01:00:00 The next big market: real-world community   01:01:00 The loneliness epidemic and the return to being human   01:02:19 On kids, time, and being present   ---   #ecommerce #dtc #brandbuilding #entrepreneurship #burnout #fiveminutejournal #intelligentchange  #mentalhealth

    How to Avoid Digital Burnout in 2026

  7. 13 jun ·  Video

    How Alvaro Gellings Built an 8-Figure Brand in Public

    Alvaro Gellings co-founded Day One with Arda Saatci, Germany's largest creator, 2.5 years ago. They launched with the Cyborg Season campaign: Arda ran 3,000 km from Berlin to New York, generated over 1 billion organic views, and hit seven-figure revenue on launch day. No paid media at launch. Day One is now an 8-figure business growing 400-500% year over year. Everything from this episode, structured into a free playbook: https://www.elevatorgoods.com/talks/alvaro-gellings Follow Elevator: Instagram: https://www.instagram.com/elevatorgoods X: https://x.com/elevatorgoods Website: https://www.elevatorgoods.com Follow Monish Sabnani (Host): Instagram: https://www.instagram.com/msabnani93/ X: https://x.com/msabnani93 Follow Alvaro Gellings: Instagram: https://www.instagram.com/alvaro.gellings/ X: https://x.com/GellingsAlvaro YouTube: https://www.youtube.com/@alvarogellings LinkedIn: https://www.linkedin.com/in/alvaro-gellings-495692230/ Chapters: 00:00 Introduction 01:47 What is Day One and the Cyborg Season launch 04:55 Why Alvaro started building in public 09:00 How he started 14:10 What building in public actually gave Day One 16:39 500-2,000 job applications from a single Instagram Story 17:30 Network effects: founders and billionaires reaching out 20:28 The satisfaction of showing what it actually takes 28:09 Where Day One is now: 8 figures, 400-500% YoY 33:13 International expansion and the athlete partnership model 37:25 The 43,000-person WhatsApp community 39:37 Org chart, key hires, and the COO hire 44:39 The three hires Alvaro would make today 47:51 Leadership style and who he wants to become 51:33 Advice for new entrepreneurs in 2026 1:01:29 How to start with almost nothing: the ad validation tactic 1:06:53 Rapid fire round 1:13:56 The building in public trap: the biggest mistake first-time founders make 1:17:08 Best investment ever made in the company #ecommerce #dtc #brandbuilding #entrepreneurship #dayone #sportswear #buildingbrands

    How Alvaro Gellings Built an 8-Figure Brand in Public

  8. 6 jun ·  Video

    How Jolie's Co-Founder Built $50M Betting Against Meta

    Ryan Babenzien sold Greats, the first D2C footwear brand, to Steve Madden. Then he built Jolie into the #1 filtering shower brand in the world. $50M in revenue, profitable for 15 of 17 quarters, with Meta at just 25% of the total marketing budget. This is the full anti-paid playbook. Everything from this episode, structured into a free playbook: https://www.elevatorgoods.com/talks/ryan-babenzien In this episode: - How to set a hard cap on Meta spend before it owns your margin, and what to put in the rest of the mix instead - Why Ryan's North Star is first purchase profitability, not ROAS, and how that one decision changed every other number in the business - The pre-launch brand playbook: how Jolie seeded brand in New York before the product existed, using curated events, oysters, and zero paid media - The question every founder must answer before launch: what do you actually want out of this business, and what does the exit look like? --- Follow Elevator: Instagram: https://www.instagram.com/elevatorgoods X: https://x.com/elevatorgoods Website: https://www.elevatorgoods.com Follow Monish Sabnani (Host): Instagram: https://www.instagram.com/msabnani93 X: https://x.com/msabnani93 Follow Ryan Babenzien: Instagram: https://www.instagram.com/ryanbbabenzien LinkedIn: https://www.linkedin.com/in/ryanbabenzien/ Follow Jolie: Instagram: https://www.instagram.com/jolieskinco Website: https://jolieskinco.com/

    How Jolie's Co-Founder Built $50M Betting Against Meta
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Elevator is the home for modern e-commerce. We build brands, back creators, and bring founders together through capital, free education, and community.

Informatie

  • Maker
    Elevator Goods
  • Jaren actief
    2026
  • Afleveringen
    15
  • Beoordeling
    Expliciet
  • Copyright
    © 2026 Elevator Talks
  • Website van aflevering
    Elevator Talks

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