This episode explores Katie Diasti's journey in founding Viv, a modern period brand focused on sustainability and challenging the stigma around menstruation. Diasti shares how a college entrepreneurship class sparked the idea, driven by her passion for women's health and a desire to create resonant branding in a traditionally boring category. Against the backdrop of skepticism from others about entering a market dominated by conglomerates, Diasti's unwavering belief in her vision and understanding of her Gen Z target audience fueled her early success. The discussion pivots to Viv's scrappy beginnings, including tabling at local markets and gathering invaluable customer feedback that directly influenced product development, such as the redesigned menstrual cup. More significantly, the conversation covers the transition from direct-to-consumer sales to retail, culminating in a nationwide launch with Whole Foods, a milestone achieved through persistence, a unique trade show booth, and leveraging a strong social media presence to demonstrate community engagement and drive in-store traffic. This means for aspiring entrepreneurs is the importance of combining passion with market research, embracing scrappiness, and building a strong community to achieve lasting success in any industry.
