Who knew blue cashew butter would win the day on e-commerce's biggest stage?

For founder Michelle Razavi and co-founder Nikki Elliott, Elavi’s rise to the #1 spot on Amazon Prime Day wasn’t just a stroke of luck—it was the result of listening to their customers, iterating on feedback, clarifying their strategy, and adapting their brand accordingly. By using simple, informal engagements—like a product showcase at Costco—Elavi took an agile approach to gathering audience insights that inspired dramatic changes to their product, brand positioning, and packaging. The result? The brand resonated with their target audience, leading to standout success in one of the world’s largest retail events—Prime Day.

Many founders I meet hear the words ‘market research’ and immediately think of focus groups and spending $50K on custom analysis. The reality is your startup doesn’t necessarily need high-end research firms to gather valuable insights. In this post, I’ll break down how Elavi gathered customer feedback, refined their positioning based on key insights, and turned that strategy into action for their brand. I’ll also offer actionable takeaways on how your startup can apply these lessons to turn strategy into action within your own business.

Catch my interview with Elavi founder Michelle Razavi on our podcast Brand F*ups.

1. Placement: Start Where You Can Interact

Early-stage startups often aspire to get their products into big-name retailers, but invaluable insights can also be gathered from more accessible venues. Elavi’s Costco roadshow provided the team with direct interaction with over 70,000 customers, delivering both qualitative and quantitative data. However, if a large-scale opportunity like Costco isn’t available, don’t underestimate the value of smaller settings like farmers' markets, pop-up shops, local events, or boutique retailers. In an interview with Elavi founder Michelle Razavi, she emphasizes the importance of these informal environments: “The best way to get data is in the field. Farmers' markets, in particular, offer real-time feedback, allow you to test placement strategies, and show how customers engage with your product in a low-pressure environment.”

Takeaway: Use early placements that allow direct interaction with customers, such as farmers' markets or pop-up shops. The insights gathered from these informal settings will be invaluable for shaping your brand and preparing it for larger retail opportunities.

2. Product: Refine Your Offering by Testing in Real-World Settings

Elavi’s team made curiosity their default position while at sampling events, not just to test their flavors but also to gather feedback on product messaging, packaging, sales pitches and the product itself.

“We were testing how customers reacted to the texture, how they felt about the packaging, and which health claims resonated most,” Michelle shared. For example, the team adjusted product descriptions and formulations based on responses to terms like “cashew butters” versus “healthy nut butters,” and paid close attention to how customers interacted with the packaging.

Takeaway: Engage with customers directly to gather feedback on multiple aspects of your brand—not just the product itself. Test different messages and pitches to see what resonates, ask how current product packaging makes customer feel about the brand, and use this feedback to refine your offering and brand strategy.

3. Positioning: Know Who Your Real Audience Is

Elavi initially positioned itself for fitness enthusiasts, but through customer engagements at their Costco roadshow, they discovered their core customer: millennial moms looking for healthy, low-sugar indulgences. Michelle explained, "We thought we were building for fitness junkies, but it turned out we were serving moms who wanted something fun, healthy, and family-friendly."

By being open to the feedback they received directly from customers, Elavi was able to reposition itself and lean into its strengths—focusing on indulgent, healthy treats that moms felt good about buying for themselves and their families.

Takeaway: Your audience may not be who you initially think it is. Engage with your customers in informal settings, and pay attention to who shows the most interest in your product. Use this insight to adjust your strategy and brand to better align with your true customer base.

4. Packaging: Should Speak for Your Brand

Elavi learned a crucial lesson about packaging during their first run. Initially, they went with a sleek black-and-gold design meant to evoke luxury, with product placement at Equinox in mind. However, when they tested this packaging in retail environments, they quickly realized it wasn’t working. "We wanted to be elegant and sexy," Michelle said, "but customers couldn’t see our black packaging on the shelf, and we ended up hiding our brand’s true potential."

The team then shifted to more playful, colorful packaging that better reflected the fun, indulgent aspect of their product. This change immediately resonated more with their target audience, leading to better product visibility and a stronger emotional connection with consumers.

Takeaway: Test your packaging in real-world environments, not just on a screen. What looks great in a mock-up might get lost on a crowded shelf. Ask your audience for feedback on your packaging’s impact, and be ready to pivot if necessary to ensure your brand stands out.

5. Brand: Co-Create with Your Customers

Elavi's evolution didn’t come from rigidly controlling their brand image. Instead, they co-created it with their customers. “You can’t dictate your brand from the top down anymore,” Michelle shared. "We realized our brand had to be something our customers co-created with us."

By engaging directly with customers at events, Elavi learned what truly mattered to their audience. This feedback allowed them to craft a brand identity that felt more authentic and resonated on a deeper level.

Takeaway: Listen to your customers and let them help shape your brand. Engage them in conversations, ask for their input, and use their feedback to evolve your brand into something that genuinely aligns with your brand vision, but also with their values and needs.

Elavi’s journey from a premium health brand to a fun, healthy, indulgent treat serves as a case study for any startup looking to create traction. By focusing on customer feedback in informal settings, they were able to refine their offering - from messaging to packaging and positioning. Whether you're an early-stage startup or a scaling brand, the lessons from Elavi highlight the importance of staying agile, open to feedback, and willing to pivot.

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