Episode Details

Today, I'm joined by Bobby Bitton, co-founder and CEO of O Positiv.

Addressing topics like PMS, vaginal health, and pregnancy, O Positiv's supplements tackle generational taboos to address women's needs from first period to postmenopause.

In this episode, we discuss building a category-defining women's health brand.

We also cover:

• Why going deeper beats going wider
• Scaling from DTC to omnichannel retail
• Winning with TikTok Shop and creator-led marketing

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O Positiv's Website: https://opositiv.com/ 

Instagram: www.instagram.com/opositiv/ 

Tiktok: www.tiktok.com/@opositiv 

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Chapters:

(00:00) Introduction

(00:28) O Positiv overview

(02:27) Co-founder dynamics

(04:12) Getting their start

(05:01) Flow product and PMS relief

(05:50) Brand voice and approach

(07:30) Split talent and domain expertise

(08:20) Company scale and revenue

(09:35) Category leadership

(10:40) White space strategy

(15:00) Product innovation pipeline

(18:20) Retail expansion and partnerships

(20:30) Profitability trajectory

(21:35) Marketing evolution

(23:00) DTC to omnichannel shift

(25:15) Measuring incrementality

(30:00) Deeper not wider strategy

(31:45) Focus and team clarity

(32:25) Where to find

(33:49) Conclusion