What Type of Person Thrives in the Beverage Industry, According to a Founder and Visionary at To Be Honest Beverage Company
Michelle, Founder & Visionary at To Be Honest Beverage Company, identifies two key traits for success in the CPG industry: a "rational type person" skilled in data analysis and strategic planning, and a resilient, communicative business owner comfortable with risk and rejection. Further, in the non-alcoholic beverage segment, authentic compassion and a purpose-driven mission focused on positively impacting lives are crucial for long-term success, as "people who are really wanting to positively impact lives, create a brand and business that is centered around a lifestyle" will thrive.
Analytical Skills, Strategic Planning, Resilience, Communication, Passion for positive impact
Advizer Information
Name
Job Title
Company
Undergrad
Grad Programs
Majors
Industries
Job Functions
Traits
Michelle Houston
Founder & Visionary
To Be Honest Beverage Company
California Polytechnic State University
None
Philosophy
Consumer Packaged Goods (CPG)
Business Strategy
Pell Grant Recipient, Worked 20+ Hours in School, Transfer Student
Video Highlights
1. Logical and rational thinking are essential for success in the CPG industry, particularly in areas such as sales, distribution, and financial planning.
2. Resilience, strong communication skills, and a willingness to take risks are crucial for founders and business owners in this field.
3. A genuine passion for creating a positive impact and a deep understanding of the target market are key to thriving in the non-alcoholic beverage segment specifically.
Transcript
How would you describe people who typically thrive in this industry?
Speaking to this industry from a multilayered perspective, we're technically in the CPG industry, consumer packaged goods. It's something that you can eat, drink, or enjoy.
From that perspective, it's more about a rational, logical person who thinks about sales and distribution. We need to consider how to send products through the direct-to-consumer channel and how to get them into restaurant retail and larger chains. There's a lot involved in financial projections, planning, and breaking down costs of goods.
Coming at it from an operational perspective, someone who loves data, spreadsheets, and creating plans and strategies will thrive. They have the mindset to figure out how many sales are needed, how many doors to get into, and how many shelves to be on. They'll consider traffic needed to convert online consumers and how often they need to buy for customer lifetime value. They'll also determine how much can be spent to achieve sales or acquire a customer. There are many technical aspects that are helpful for growth in the CPG industry.
That being said, from a business owner, founder, or visionary role, which is how I see myself, it's more about resilience and soft skills. This includes resilience, communication, a willingness to take risks, and the confidence to promote yourself and your product. You need to put yourself in positions where you'll face rejection, as people say no often.
Even if the answer is "not right now," you have to be willing to put yourself out there for that vulnerable aspect of rejection. Being able to handle these situations is a great way to thrive in this industry as a business owner or founder.
When it comes to the non-alcoholic segment, I truly believe that genuine, authentic compassion and care are what will help people succeed and continue to thrive. Many entrants into the market don't survive.
I think part of that is because they don't understand the purpose and mission behind what they're doing. Specifically for non-alcoholic beer, wine, and spirits replacements, not just juices or sodas, those who genuinely want to positively impact lives and create a brand and business centered around a lifestyle will thrive in this industry.