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Bar Bruhis spent ten years building SaaS for Shopify brands. He helped start one of the first email capture tools in 2015, then co-founded KnoCommerce, the post-purchase survey tool 6,500 brands use. In December he finally took his own leap: Boostcous (boostcous.com), the first protein couscous. Six months later he's about to cross 10,000 orders, bootstrapped, with a team of two.
Try it: boostcous.com. The tagline says it all: "Finally a carb that pulls its weight." (An AI copywriting agent wrote that. More on this below.)
If you're sitting on a product idea you haven't launched, or you're a CPG founder trying to turn DTC numbers into retail meetings, this episode is the working playbook.
What's inside:
- Why couscous: protein pasta has Banza, Brami, and Goodles. Couscous had nobody. Chickpea, lentil, and pea flour, gluten free, protein and fiber naturally derived from the legumes themselves.
- The launch: a front-page story in the local Carbondale paper and free pickup from his garage. The first 400 to 500 orders were handed over face to face, and he asked every customer why they bought.
- First-order profitable on Meta with a product almost nobody has ever bought online. "That doesn't really happen" in CPG.
- The KnoCommerce lessons applied to his own brand: "what almost prevented you from buying today" for CRO, and "which retail stores would you like to see Boostcous in" as ammo for buyer meetings. The pitch: in the last 30 days, this many of our customers asked for your store by name.
- The first one-star review, after 155 five-stars. He emailed her, got on a call, learned she was cooking it wrong, and updated the packaging. She rewrote the review herself as a five-star essay.
- Where AI actually helps a two-person brand (product seeding draft orders, static ads, most of the website photos, sell sheets built from survey and review data) and his warning: "we swung the pendulum a little too far at first." Calling customers stays human.
- Expo West on a $0 badge. He got the ticket by pitching his podcast, and the Gelson's deal came from walking the floor.
- His read on the protein trend: protein soda and protein sprinkles exist now. Naturally derived protein in foods you already eat is the part that lasts.
Who this is for: founders sitting on a long-gestating idea, CPG operators heading into retail, and SaaS people wondering what their skills are worth on the brand side.
What to steal: add two questions to your post-purchase survey today. "What almost prevented you from buying?" fixes your site. "Which retail stores would you like to see us in?" fills your retail pipeline with proof buyers can't ignore.
Try Boostcous: boostcous.com
Timestamps:
00:00 Building a First-Order Profitable CPG Brand
07:24 Launch Strategy That Validated Product-Market Fit
11:50 Using Post-Purchase Surveys to Drive Growth
18:08 Turning DTC Success Into Retail Expansion
31:12 Advice for Launching Your First Ecommerce Brand
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