My First Million
The best business ideas come from noticing what's working and doing it better, faster, or for a different audience.
Digital-Native FMCG Brand Disruption
Timeframe: 5-15 year disruption cycle across major categories
What's Changing
Traditional FMCG giants being disrupted by digitally-native brands using targeted advertising and automation
Driving Forces
Digital advertising more cost-effective than TV for targeted demographics
Consumers increasingly willing to switch from established brands
Automation enabling smaller companies to achieve scale economics
Social media creating viral product discovery outside traditional marketing
Winners
- Automation-enabled manufacturers with digital marketing expertise
- Retailers seeking higher margins from alternative suppliers
- Consumers getting better products at lower prices
- Digital marketing platforms capturing advertising spend
Losers
- Traditional FMCG giants with TV-advertising focused strategies
- Retailers dependent on major brand traffic and promotions
- Traditional advertising agencies focused on mass market campaigns
- Distribution models built around major brand relationships
How to Position Yourself
Combine automation manufacturing with digital-first marketing
Focus on specific demographics rather than mass market
Partner with retailers offering better margin sharing
Move at speed of culture and platform changes
Early Signals to Watch
Example Implementation
“Monday Haircare becomes #1 hair care brand on TikTok and overtakes Pantene in Australian retail sales within 3 years using pink bottle design and targeted social media”