Building a Successful Business with Everyday Products: Lessons from a Former Consultant

Alex Yale, a former Deloitte consultant and Facebook employee, built a 7-figure Amazon business selling septic pods and cleaning products under his brand, Uncle Todd's. He prioritizes building businesses around everyday products that solve problems, rather than "sexy, fad-driven products." Yale's intention is to get his products in retail stores, as he believes in creating a larger consumer product brand. His family resides in Boston.

Alex Yale, a former Deloitte consultant and Facebook employee, has carved out a successful niche in the e-commerce market. Founder of the cleaning brand Uncle Todd's, Yale has built a seven-figure Amazon business selling septic pods and other cleaning products. His approach to business is rooted in solving everyday problems with everyday products, rather than chasing fleeting trends.

Yale's journey began in the corporate world, where he honed his skills at Deloitte and Facebook. His experience at Amazon aggregator Thrasio, a unicorn-turned-cautionary tale, provided him with valuable insights into the retail sector. At Thrasio, Yale managed a pet odor eliminator brand called Angry Orange. When Thrasio's growth trajectory stalled, Yale saw an opportunity to launch his own venture.

The first product Yale launched under Uncle Todd's was a package of 12 septic pods. He started on Amazon, which he described as the "fastest and least friction" platform to launch a product. However, his long-term vision was to expand into retail stores, targeting major retailers like Walmart, Target, Home Depot, and Lowe's. Yale's strategy is to build a larger consumer product brand, rather than relying solely on the digital marketplace.

Yale's success is not just about product selection. He emphasizes the importance of selling a good product at a good price point. "A lot of e-comm entrepreneurs think so much is in the marketing and the advertising and the brand aesthetic that they forget about the core product performance," he said. Yale's products are now in more than 3,000 retail stores, including Walmart, Home Depot, and Piggly Wiggly. His second Amazon brand, Flip-It! Cap, which he acquired in October 2023, further diversifies his product offerings.

Yale's family resides in Boston, and his business is a testament to his ability to identify and capitalize on market opportunities. His focus on everyday products that solve problems has contributed to his business's longevity and success. By avoiding fad-driven products, Yale ensures that his brand has staying power and equity.

Alex Yale's story is a reminder that building a successful business involves more than just a great idea. It requires a deep understanding of the market, a commitment to quality, and a long-term vision. As Yale's business continues to grow, his approach to building a brand around everyday products that solve problems will likely remain a key factor in his success.

References:
[1] https://www.aol.com/former-consultant-built-7-figure-093002164.html