Form shopify startup to Walmart shelves: building a category leader.
- Vanesa Lalo
- 14 hours ago
- 2 min read
In this episode of The DTC Insider, Brian Roisentul sits down with Samuel Goodman, Co-founder of Cheeky, to break down what it really takes to build and scale a DTC brand.
They started with no background in dentistry.
Just a problem to solve.
Samuel shares how they validated the idea through customer calls, used 3D printing to build their product, and scaled from a Shopify startup to thousands of customers.
They also dive into expanding product lines, and what it really takes to break into Walmart after years of persistence.
Plus, they explore customer acquisition today and how to scale in a more competitive DTC landscape.
Here’s a glimpse of what you’ll learn:
• How they identified a real problem and validated it with hundreds of customer calls.
• Why starting without industry experience forced them to stay close to the customer.
• How 3D printing enabled them to build custom night guards at scale.
• How they went from a Shopify startup to serving thousands of customers.
• Why they expanded beyond a single product into a full product line.
• What it takes to build and scale a direct-to-consumer brand today.
• How customer acquisition has evolved from early Meta ads to today’s landscape.
• What it really takes to get into Walmart and other retail channels.
• Why persistence and timing matter when pitching big-box retailers.
• How to think about scaling across DTC and retail at the same time.
Resources mentioned in this episode:
Sponsor for this episode:
This episode is brought to you by BSR.
BSR helps 7-figure+ brands build and optimize strategic growth systems that unlock hidden revenue and scale profitably, without adding chaos, channels, or unnecessary spend.
To learn more about BSR, visit their website or book a call here.
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