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Bootstrapped To Millions. How Michelle Razavi Turned Elavi Into a Retail Powerhouse

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Manage episode 520980849 series 2775531
Content provided by Suneera Madhani. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Suneera Madhani or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Founders, what steps can you take to understand your retail category better than anyone else in your space?

In this episode, you’ll learn how Michelle Razavi built a capital-efficient consumer packaged goods (CPG) brand that broke into major retailers through resilience, community building, and strategic iteration. You’ll hear the real story behind pivots, failed first products, fundraising hurdles, and the discipline required to scale a product into big-box stores.

Michelle Razavi is the founder and CEO of Elavi, the protein-rich snack taking over Costco and major retailers. Michelle is on a mission to reinvent nostalgic treats with clean, functional ingredients, and to empower women to fuel their bodies with strength, confidence, and protein.

What you’ll learn in this episode:

(01:26) How Michelle scaled Elavi from a homemade concept into nationwide retail distribution.

(05:56) Why protein matters deeply for women and how to rethink your relationship with nutritional products.

(08:05) How Michelle navigated early failures and high-pressure pivots in year one.

(12:55) Why building a digital community is now table stakes for every founder.

(15:11) What it takes to commercialize a kitchen prototype into large-scale manufacturing.

(19:38) Why founders must embrace social media.

(26:46) The biggest mistakes founders make when pitching retail buyers.

(31:30) Why getting onto retail shelves is only the beginning and what sell-through really requires operationally.

Thank you to Michelle Razavi for being on the show!

Michelle’s Instagram: https://www.instagram.com/michellerazavi/

Michelle’s LinkedIn: https://www.linkedin.com/in/michellerazavi/

Elavi: http://www.elavi.co

Join the CEO School Founders Club: https://theceoschool.com/membership. We're building a table where every female founder has a seat.

Subscribe to the CEO School podcast because only 2% of female founders ever break $1 million in revenue, and we’re changing that:

* Apple Podcasts: https://podcasts.apple.com/us/podcast//id1525261018

* Spotify: https://open.spotify.com/show/06KIvFFJP0yJv67N9ugigU

* YouTube: https://www.youtube.com/c/CEOSchoolPodcast/?sub_confirmation=1

Learn more about CEO School because nothing bad ever happens when women make more money:

* Website: https://theceoschool.com/

* Instagram: https://www.instagram.com/ceoschool/

* LinkedIn: https://www.linkedin.com/in/suneeramadhani/

Learn more about how Suneera Madhani is paving the way for badass female CEOs like you to take center stage not just in your industries but in your whole life.

* Website: https://suneeramadhani.com/

* Instagram: https://www.instagram.com/suneeramadhani/

* LinkedIn: https://www.linkedin.com/in/suneeramadhani/

This episode was produced by Story On Media: https://www.storyon.co/

Learn more about your ad choices. Visit megaphone.fm/adchoices

  continue reading

374 episodes

Artwork
iconShare
 
Manage episode 520980849 series 2775531
Content provided by Suneera Madhani. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Suneera Madhani or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Founders, what steps can you take to understand your retail category better than anyone else in your space?

In this episode, you’ll learn how Michelle Razavi built a capital-efficient consumer packaged goods (CPG) brand that broke into major retailers through resilience, community building, and strategic iteration. You’ll hear the real story behind pivots, failed first products, fundraising hurdles, and the discipline required to scale a product into big-box stores.

Michelle Razavi is the founder and CEO of Elavi, the protein-rich snack taking over Costco and major retailers. Michelle is on a mission to reinvent nostalgic treats with clean, functional ingredients, and to empower women to fuel their bodies with strength, confidence, and protein.

What you’ll learn in this episode:

(01:26) How Michelle scaled Elavi from a homemade concept into nationwide retail distribution.

(05:56) Why protein matters deeply for women and how to rethink your relationship with nutritional products.

(08:05) How Michelle navigated early failures and high-pressure pivots in year one.

(12:55) Why building a digital community is now table stakes for every founder.

(15:11) What it takes to commercialize a kitchen prototype into large-scale manufacturing.

(19:38) Why founders must embrace social media.

(26:46) The biggest mistakes founders make when pitching retail buyers.

(31:30) Why getting onto retail shelves is only the beginning and what sell-through really requires operationally.

Thank you to Michelle Razavi for being on the show!

Michelle’s Instagram: https://www.instagram.com/michellerazavi/

Michelle’s LinkedIn: https://www.linkedin.com/in/michellerazavi/

Elavi: http://www.elavi.co

Join the CEO School Founders Club: https://theceoschool.com/membership. We're building a table where every female founder has a seat.

Subscribe to the CEO School podcast because only 2% of female founders ever break $1 million in revenue, and we’re changing that:

* Apple Podcasts: https://podcasts.apple.com/us/podcast//id1525261018

* Spotify: https://open.spotify.com/show/06KIvFFJP0yJv67N9ugigU

* YouTube: https://www.youtube.com/c/CEOSchoolPodcast/?sub_confirmation=1

Learn more about CEO School because nothing bad ever happens when women make more money:

* Website: https://theceoschool.com/

* Instagram: https://www.instagram.com/ceoschool/

* LinkedIn: https://www.linkedin.com/in/suneeramadhani/

Learn more about how Suneera Madhani is paving the way for badass female CEOs like you to take center stage not just in your industries but in your whole life.

* Website: https://suneeramadhani.com/

* Instagram: https://www.instagram.com/suneeramadhani/

* LinkedIn: https://www.linkedin.com/in/suneeramadhani/

This episode was produced by Story On Media: https://www.storyon.co/

Learn more about your ad choices. Visit megaphone.fm/adchoices

  continue reading

374 episodes

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