A Mushroom Brand's Bet Against Booze

Jake Mellman discusses lessons learned from his functional mushroom gummy brand, Troop, and the launch of his new non-alcoholic functional beverage, Silly Goose. He emphasizes the importance of tracking KPIs like CAC, LTV, and AOV, noting Troop's progress in improving its contribution margin to 76% through efficient marketing and cost reduction. Mellman shares insights into cracking Meta ads through landing page optimization and explores channel expansion strategies, highlighting Amazon's profitability. He also addresses the challenges of launching a beverage brand, particularly navigating regulations around THC and the weight of shipping liquids, while aiming for an ambitious $10 million in revenue in Silly Goose's first year.