Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse

Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse

A century ago, Jeff Braverman’s grandfather opened a peanut shop in Newark, New Jersey. By the early 2000s, the family business was doing $1M in sales and struggling to stay afloat. Jeff had a high-paying job in finance, but walked away from it to reinvent the business. His strategy? The internet. Something his dad and uncle knew nothing about.

What happened next is wild: an AdWords experiment that blew the doors off the budding online business; a slip on national TV where Rachael Ray accidentally renamed the company; 40,000 pounds of protest peanuts that crashed servers and landed them in the New York Times; a hilariously polarizing rap jingle; and a COVID surge that tested leadership—and humanity—every single day.

This is the blueprint for transforming a dusty, low-margin business into a profitable, $100M+ direct-to-consumer brand—while keeping it family-owned. It’s also a masterclass in earning trust, making risky bets, and scaling without losing your soul.


You’ll learn:

  • The mechanics of a paid-search playbook that 10x’d orders overnight
  • How to win over skeptical family members (and when to demand the keys to the store)
  • The exploding-deal etiquette of buying a premium domain
  • How an improvised rap-jingle can be stickier than a professional ad
  • How Nuts.com built a robust B2B business alongside DTC
  • Crisis leadership lessons from the COVID floor
  • When and how a leader should hire their replacement


Timestamps:

  • 00:07:08 — Cash registers, code words, and a Newark childhood inside the peanut shop
  • 00:13:42 — The “build a website” pitch at a Jersey diner
  • 00:29:40 — December 4, 2003: from 3 orders/day to 30
  • 00:31:19 — Dad panics –”shut it off!”– Jeff doubles down on demand and ops
  • 00:35:26 — Losing the storefront to a hockey arena—and going all-in online
  • 00:42:29 — Jericho fans send 40,000 lbs of peanuts to CBS: press, links, and leverage
  • 00:48:38 — Rachael Ray calls them “Nuts.com” by accident… and the $700k domain deal that followed
  • 01:00:51 — The notorious Nuts.com rap jingle: how an earworm took hold
  • 01:03:11 — Offices, microbreweries, and building a sticky B2B engine
  • 01:05:08 — COVID hits: 70% call-outs, factory safety, and leading from the floor
  • 01:10:18 — Handing the reins to a new CEO: leaning into strengths, not ego


This episode was produced by Sam Paulson with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Olivia Rockman. Our engineers were Patrick Murray and Jimmy Keeley.


Follow How I Built This:

Instagram → @howibuiltthis

X → @HowIBuiltThis

Facebook → How I Built This


Follow Guy Raz:

Instagram → @guy.raz

Youtube → guy_raz

X → @guyraz

Substack → guyraz.substack.com

Website → guyraz.com

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Jaksot(791)

Advice Line with Peter Rahal of RXBAR

Advice Line with Peter Rahal of RXBAR

RXBAR co-founder Peter Rahal joins Guy on the Advice Line, where they answer questions from three early-stage founders about positioning new products in competitive markets. Plus, Peter’s take on getting back in the game with his newest venture, David Protein. First we meet Kristi from Calgary, who’s considering digital ads as her women’s supplements brand maxes out on organic growth. Then Erik from Los Angeles, who’s wondering if Amazon is a necessary channel for his exercise accessories. And April from New York, who’s hoping to find the right messaging for her line of cocktail mixers.Thank you to the founders of Inner Wellth, SquatWedgiez, and Cheeky Cocktails for being a part of our show.If you’d like to be featured on a future Advice Line episode, leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298.And be sure to listen to RXBAR's founding story as told by Peter in a special live episode of How I Built This from 2018.This episode was produced by Chris Maccini with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Cena Loffredo.You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at guyraz.com.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

10 Huhti 42min

Title Nine: Missy Park (October 2021)

Title Nine: Missy Park (October 2021)

As a college basketball player, Missy Park was lucky to grow up during the early era of Title IX, the 1972 law that created new opportunities for young women in sports. But in the years before Lululemon and Athleta, activewear for women was either ill-fitting or non-existent. So in 1989—with little experience in apparel or retail—Missy launched a female version of Nike. She sent out a mail-order catalog of running shorts, tights, and (at the last minute) sports bras, naming her company for the law that had opened doors for her to compete. Over the years, Title Nine kept "hitting singles," eventually growing into a $100 million business without ever taking outside investment. Today, Missy remains the sole owner.This episode was produced by J.C. Howard with music composed by Ramtin Arablouei. It was edited by Neva Grant with research by Claire Murashima.You can follow HIBT on X & Instagram, and email us at hibt@id.wondery.com. Sign up for Guy’s free newsletter at guyraz.com and on Substack.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

7 Huhti 1h 20min

Advice Line with Jeff and Curran Dandurand of Jack Black Skin Care

Advice Line with Jeff and Curran Dandurand of Jack Black Skin Care

Jack Black Skin Care co-founders Jeff and Curran Dandurand join Guy on the Advice Line to answer questions from three early-stage founders. Plus, how the Dandurands are passing the entrepreneurial torch one carbonated beverage at a time.First we meet Inga from Maine, who’s navigating the role advisors can play for her kelp farm and skincare business. Next we hear from Ashley in Utah, who’s on a quest to find her target market for her luxury home and tableware brand. Then Brent in British Columbia, who’s learning how to build a strong culture around his camping cookware business.Thank you to the founders of Cold Current Kelp, Âme Atendre and GOSO Cookware for being part of the show.If you’d like to be featured on a future Advice Line episode, leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298.And to hear the founding story of Jack Back Skin Care, check out Jeff and Curran’s first appearance on the show in 2023.This episode was produced by Iman Maani. It was edited by John Isabella. Our audio engineer was Cena Loffredo.You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at guyraz.com and on Substack.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

3 Huhti 48min

Misfits Market: Abhi Ramesh

Misfits Market: Abhi Ramesh

While apple picking on a farm near Philadelphia, Abhi Ramesh learned that a massive amount of “misfit” produce goes to waste. He started running ads on Facebook to see if people would pay a discount for subscription boxes filled with twisted carrots and oddly-shaped squash. Demand was so strong that Abhi soon hired drivers on Craigslist to deliver produce around Philly from a rented warehouse. Four months in, Misfits Market had thousands of customers and landed $2 million in venture capital to expand. The pandemic turbocharged its growth and the business evolved into an online grocery store offering 1100+ items. Today Misfits Market operates in 48 states, and was most recently valued at $2 billion.This episode was produced by Casey Herman with music composed by Ramtin Arablouei, and edited by Neva Grant with research by Katherine Sypher. Our engineers were Robert Rodriguez, James Willets, and Kwesi Lee.You can follow HIBT on X & Instagram, and email us at hibt@id.wondery.com. Sign up for Guy’s free newsletter at guyraz.com.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

31 Maalis 1h 5min

Advice Line with Jeni Britton of Jeni's Splendid Ice Creams

Advice Line with Jeni Britton of Jeni's Splendid Ice Creams

Jeni’s Splendid Ice Creams founder Jeni Britton joins Guy on the Advice Line to answer questions from three early-stage entrepreneurs. Plus, how Jeni’s newest venture Floura is tackling one of America’s largest dietary needs—fiber. First, we meet Jesse in Washington, D.C., who’s wondering how to best focus marketing efforts for his frozen french fry company. Then Casey from Boston, who's questioning the pressure she's feeling to pursue outside capital for her frozen pierogi brand. And finally, Callie from Los Angeles asks about the pros and cons of contracting a PR firm to promote her purple sweet potato pet treats.Thank you to the founders of Jesse & Ben’s, Jaju Pierogi and Ubae.co for being a part of our show.If you’d like to be featured on a future Advice Line episode, leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298.And be sure to listen to Jeni’s Splendid Ice Creams’ founding story as told by Jeni on the show in 2018.This episode was produced by Katherine Sypher with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Neal Rauch.You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at guyraz.com and on Substack.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

27 Maalis 46min

Dr. Dennis Gross Skincare: Dennis and Carrie Gross

Dr. Dennis Gross Skincare: Dennis and Carrie Gross

Dr. Dennis Gross was worried about putting his name on his skincare brand: would the word “gross” turn shoppers away? But Dennis and his wife and business partner, Carrie, realized that the key to the brand’s success lay in another part of the name – “Dr.” Dennis was able to use his experience as a dermatologist to develop effective skincare products, starting with a peel that could be done at home without causing blotchy skin. Later, the brand introduced an LED face mask, which looked like C-3P0 and lit up TikTok in glowing red and blue. In 2023, after being bootstrapped for much of its existence, the business was sold to cosmetics giant Shiseido in a deal worth $450 million.This episode was researched and produced by Alex Cheng and edited by Neva Grant, with music composed by Ramtin Arablouei. Our engineers were Patrick Murray and Gilly Moon.You can follow HIBT on X & Instagram, and email us at hibt@id.wondery.com. Sign up for Guy’s free newsletter at guyraz.com.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

24 Maalis 50min

Advice Line with Leah Solivan of Taskrabbit (September 2024)

Advice Line with Leah Solivan of Taskrabbit (September 2024)

Taskrabbit founder Leah Solivan joins Guy on the Advice Line, where they answer questions from three tech founders working to identify and grow their core customer base. First we meet Kate in Los Angeles, who wants her digital greeting cards to stand out in app stores. Then Shahn in Australia, who’s rethinking user acquisition for his couples coaching app. And Allen in Hawaii, who’s wondering about product-market fit for his online platform that teaches kids to play instruments.Thanks to the founders of Poppy Notes, My Love Your Love and Dynabuddy for being a part of our show.If you’d like to be featured on a future Advice Line episode, leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298.And be sure to listen to Taskrabbit's founding story as told by Leah on the show in 2022.This episode was produced by Kerry Thompson with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Robert Rodriguez.You can follow HIBT on X & Instagram, and email us at hibt@id.wondery.com. Sign up for Guy’s free newsletter at guyraz.comSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

20 Maalis 49min

Skype and Kazaa: Niklas Zennström

Skype and Kazaa: Niklas Zennström

In the early 2000s, one of the most popular pieces of software in the world was a free peer-to-peer file-sharing network called Kazaa. It was launched by two Scandinavian entrepreneurs, Niklas Zennström and Janus Friis, with the simple idea that internet users should be able to share anything with anyone in the world. After being knee-capped by lawsuits from the music industry, Niklas and Janus applied peer-to-peer technology to a new business: Skype, a service that allowed anyone with an internet connection and a microphone to talk to anyone else in the world… for free. At its peak, Skype connected hundreds of millions of global users, and in 2011, it was purchased by Microsoft for $8.5 billion. This episode was produced by Chris Maccini with music by Ramtin Arablouei. Edited by Neva Grant, with research from Kathryn Sypher. Our engineers were Jimmy Keeley and Patrick Murray.You can follow HIBT on X & Instagram, and email us at hibt@id.wondery.com. Sign up for Guy’s free newsletter at guyraz.com.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

17 Maalis 1h 10min

Suosittua kategoriassa Liike-elämä ja talous

sijotuskasti
psykopodiaa-podcast
rss-rahapodi
mimmit-sijoittaa
ostan-asuntoja-podcast
rss-lahtijat
rss-neuvottelija-sami-miettinen
rss-laakispodi
oppimisen-psykologia
rss-sisalto-kuntoon
lakicast
rss-uskalla-yrittaa
rss-olen-yrittaja
rss-yrita-oikein
rss-bisnesta-bebeja
rss-kaupan-tila
rss-sensuroimaton-kukkonen-kausi-3
rss-seuraava-potilas
rss-paasipodi
rss-yritys-ja-erehdys