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Ryan Caldbeck @ryan_caldbeck
, 13 tweets, 4 min read Read on Twitter
1/ Thanks @JimmyJJam. To answer your question directly: Yes this is exactly the type of example of a company that #Helio loves. We actually had them on the CircleUp marketplace briefly a few years ago. More importantly though Helio loved it.
2/ It’s hard in a TweetStorm to explain everything that Helio does or why those things are important. I’ll focus on two dimensions right now through Helio- models relating to Brand and Distribution.
3/ These models are correlated with future success of the companies. They are not perfect but they create an information advantage that allows us to find companies like @PrimalKitchenCo.
4/ BRAND. We look for CPG brands that have a highly intense positive relationship with the consumer. We look at a variety of different sources, over time. A few ex: how much people are engaging with a brand, how fast that engagement is growing, and if the engagement is positive.
5/ Primal Kitchen was/is top decile in every brand dimension and subscore we have. Brand is not the only dimension that matters for success in CPG, but it is an important one. And importantly- one that we can get data on publicly without ever asking the company.
That's good 👍
6/ How do we get that data? It's out there on the Interwebs.

Because, well if a brand is in stealth with no public data……it……isn’t a brand.
7/DISTRIBUTION – one of our models looks at distribution growth and projections future dist on per SKU basis. Without boring the Twitterverse, this looked strong for Primal (meaning Helio thinks it will grow). This model has a strong connection with future success of the brands.
8/ While tech VC firms fawn over d2c companies over and over again, we have seen very few CPG companies have successful exits without meaningful offline distribution.
9/ We can talk about other dimensions as well- i.e product uniqueness, but those are tougher to get into via Twitter. To summarize: Helio loved Primal Kitchen.
10/ But let’s be clear- Helio is not perfect. It has holes and inaccuracies. It will never be perfect. Today our goal is effectively to be an inch deep and a mile wide. It is an information advantage.
11/ Basically we want to have a perspective – that has been shown to be predictive of future success- on every single consumer/retail company out there. Today we track about 1.4m every month.
12/ But again- there will be companies we miss, or companies we see and a counterproductive perspective on, or companies where we see and are missing the key dimensions of success for that brand.
13/ Hope that helps @JimmyJJam
If not -sorry for boring everyone
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