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307 | Turning Expert Validation Into Ecommerce Success | with Brynn Snyder

Honest Ecommerce
Honest Ecommerce
Episode • Dec 9, 2024 • 23m

Brynn MacLennan Snyder is the co-founder and CEO of Slate, a women-run dental company that is changing the way the world views flossing. Driven by innovation, sustainability, and accessibility, Slate has launched a revolutionary electric flosser designed to improve both oral and overall health. 

The product was invented by Brynn’s husband, Dr. Snyder, after recognizing the need to help his patients become more preventative-focused in their oral health. Brynn’s entrepreneurial journey began at age 13 when she started her first business, and she has since built a career in product design and health-focused startups. 

With a BFA in product design from Brigham Young University and experience working with companies like Johnson & Johnson, she’s an expert in creating and scaling innovative products. Under her leadership, Slate has achieved impressive growth and is on a mission to make oral health accessible to everyone. 

Originally from Alberta, Canada, Brynn now lives in Spokane, WA, with her husband and five children, balancing family life with her passion for building a company that empowers people to take charge of their health.

In This Conversation We Discuss:

  • [00:44] Intro
  • [01:03] How a dentist turned anxiety into a product 
  • [03:05] Getting expert feedback before launching
  • [03:41] Fast-tracking innovation with personal knowledge
  • [04:46] Why product validation was key before launch
  • [06:17] The fear and reality of investing before revenue
  • [07:30] Asking the right questions to refine your product
  • [08:36] Building consumer awareness through targeted ads
  • [10:00] Episode sponsors: StoreTester and Intelligems
  • [13:12] Two buyer personas: consumers vs. professionals
  • [14:09] Credibility through word-of-mouth endorsements
  • [15:24] Using awareness to break through a crowded market
  • [17:46] Adapting strategies to connect with audiences
  • [18:43] Failing fast and doubling down on what works
  • [19:45] Why real customer stories resonate the most
  • [20:24] Why patience & long-term vision matter in business
  • [22:06] Slate: electric flosser approved by experts

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