In this episode of Brand F Ups, host Robyn Young sits down with Michelle Razavi, co-founder of Elavi, a pioneering food company specializing in healthy indulgence products. Michelle talks about her journey from corporate life to becoming an entrepreneur, her passion for health and wellness, and the challenges and triumphs she and her co-founder Nikki Elliott faced. From navigating the food industry during a global pandemic to achieving bestseller status on Amazon, Michelle shares valuable lessons on product development, pivoting strategies, consumer engagement, and maintaining a brand's North Star. Listen in for insights on Michelle's decision to bootstrap the business, the importance of market feedback, and the rebranding process that led to Elavi's current success.00:00 Introduction to Michelle Rosavi of Elevee

01:02 Michelle's Entrepreneurial Journey Begins

02:45 Challenges and Realizations in the Food Industry

03:55 The Decision to Bootstrap and the Impact of COVID-19

04:30 Early Success and the Real World MBA

07:18 Pivoting Product Lines and Learning from the Market

11:44 Understanding the True Target Consumer

14:37 Rebranding and the Costco Breakthrough

18:58 Consumer-Centric Approach and Future Innovations

20:18 Understanding Your Customer's Needs

20:45 Using Sampling Events for Market Insights

22:24 Identifying Your Core Customer Base

24:53 The Journey to Rebranding Success

28:27 Balancing Customer Feedback and Intuition

32:23 Maintaining Brand Integrity

35:25 Learning from Mistakes

37:48 Advice for Founders

38:54 The Role of AI in Business

41:50 Conclusion and Final Thoughts