Chamberlain Coffee, Feastables, Prime, Summer Fridays, Kylie Cosmetics – just a few brands that have become fixtures of the modern consumer landscape. In the last decade, we’ve witnessed an explosion of creator brands, and we expect many more to come to market in the next few years. Notably, nearly all the big successes (and even the majority of attempts) have been in the consumer packaged goods (CPG) space. And while many creators have found a new growth channel launching products, it represents just one avenue for monetization in a much broader world of opportunities – particularly for those who may be better suited to building other types of businesses, like services or platforms. So why have so many creators defaulted to CPG as a category?

1. Natural extension: Creators are often tapped to market products through brand deals and sponsorships. For creators who convert well, it’s a logical next step to launch their own products in similar or related categories (and capture more of the economics). These products tend to fit seamlessly into creators’ existing content portfolio, as CPG are often products with higher rates of consumption, like food, household goods, or beauty products. Finally, it’s natural for creators to have a differentiated and respected viewpoint since this category lends itself well to curation or tastemaking (as opposed to something more technical).  
2. Brand matters: By and large, products within the CPG space are commodities, with consumers making purchasing decisions mostly made based on brand (awareness and trust), distribution, and packaging. Creators are uniquely suited to deliver on all three – even packaging, where creativity outperforms on a shelf.
3. Ability to launch: Many companies (e.g., Conga Brands, Beauble, The Loyalist) or co-manufacturers make launching a CPG line easy, fast, and capital efficient (though often at the expense of ownership, depending on the partner).  
4. Ability to scale likeness: Once the first widget is produced, and the manufacturing stack is in place, replicating the process and brand is straightforward. With the creator’s likeness emblazoned on the product, it’s easy for any fan to partake in the experience.

But what about opportunities outside of CPG?

We believe the next wave of creator businesses might be in services and, like in CPG, you only need a few successful examples of creators building in the space for others to follow suit. However, unlike in CPG, creators must contend with how to efficiently scale their singular expertise and knowledge to reach many: 

1. Courses: While this technically could be a product instead of a service, creators can offer courses to their audience, depending on the niche and content. This works well if the creator is teaching a specific skill, or has a degree / extensive real-life experience in a specific field. For example, teaching new parents how to sleep train their baby, or undergraduate students how to build a financial model. 
2. Approval / rating / certification: Creators can develop a system for “blessing” things by testing, rating, (or even guaranteeing) and subsequently affixing their brand to them. For example, Goodousekeeping’s tagline was “We test it, so you can trust it,” and Michelin awards restaurants quality stars. 
3. Training / franchise lite: In this model, creators teach aspiring creators / disciples their specific playbook, and are rewarded in some way (whether direct payment, a revenue share, audience growth, etc.). For example, Le Cordon Bleu has become a premier training facility for up-and-coming chefs, and Alex Cooper signed Alix Earle and Madeline Argy to her ‘Unwell Network.’ 

While services represent a large, untapped opportunity for many creators, they don’t necessarily have to be pursued in a vacuum. They often naturally complement product extensions; Fredrick Fekkai salons, for example, offer a high quality service(s) that helps distribute, promote, and brand their product lines. The creator should think strategically about their product, service, technology, and platform efforts to create the most value possible in their (and adjacent) niche(s).   

About Slow Upload

An exploration into individual- and creator-first companies: how they are built, underwritten, and financed. From the Slow Ventures Team, Sam Lessin, Megan Lightcap, and Caroline Cline.

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