Startup to Pitch Champion: How Reekon Tools has Grown Sustainably
Building a profitable hardware brand without venture capital requires strategic thinking, authentic relationships, and unwavering focus on cash flow management. In this episode of B2B Breakthrough, host Ciara Cristo chats with Christian Reed (https://www.linkedin.com/in/christianrreed/), founder of Reekon Tools (https://support.reekon.tools/hc/en-us), fresh off his big win at Co Create Pitch. Christian shares how he scaled from a $1.2 million Kickstarter campaign to a sustainable 15-person operation, all while maintaining profitability and developing innovative digital measuring tools that are revolutionizing construction and home improvement. Learn how strategic supplier relationships, disciplined growth, and community-driven product development through Kickstarter have enabled Reekon Tools to thrive without traditional VC funding.
Tune in to learn:
(00:00) From Side Project to $1.2M Kickstarter Success
(07:34) Kickstarter's Hidden Power: Building a Community of Champions
(13:03) Strategic Team Expansion and Scaling with Intention
(16:23) Axio AI Sourcing Advertisement
(19:43) Factory Relationships and Manufacturing Infrastructure
(29:33) Cash Flow Over Revenue: The Most Critical Metric
(35:05) Pitching Advice: Lead With Passion
Check out our three most downloaded episodes:
How to Nail Your Next Pitch: Insights from Power to Pitch's Kat Weaver (https://b2b-breakthrough-podcast.castos.com/episodes/how-to-nail-your-next-pitch-insights-from-power-toecj)
The Marmals Method: How to Sell Toys, Test Ideas & Thrive on the Convention Circuit(https://b2b-breakthrough-podcast.castos.com/episodes/the-marmals-method-how-to-sell-toys-test-ideas-thrive-on-the-convention-circuit)
Disrupt or Be Disrupted: Future-proofing your Supply Chain with Kerim Kfuri(https://b2b-breakthrough-podcast.castos.com/episodes/disrupt-or-be-disrupted-future-proofing-your-supply-chain)Previous guests include Rudy Mawer, CEO of Mawer Capital; Tony Parker, four-time NBA champion and Founder...
Chapters
(00:00:00) - India's Vision for Innovation(00:00:24) - B2B Breakthrough: Christian Reed's(00:01:17) - Rebuilding With a Digital Tape Measure(00:04:37) - Startup: Fully Self-Sustained(00:07:09) - Have You Learned From Your Kickstarter Success?(00:09:29) - Return to Kickstarter: The Community's Input(00:12:56) - Kickstarter's Team Has Expanded(00:14:16) - Have You Had Any Challenges As You've Expanded?(00:16:27) - Sourcing with Axio AI(00:17:32) - Microsoft's Return on Reconed Cash(00:19:46) - Do you have, you know, consistent relationships with suppliers?(00:21:40) - Have Independent Consultants Had an Impact on the Infrastructure?(00:22:54) - The Right Partner for Your Product(00:29:36) - Cash Flow Lessons for Businesses(00:31:32) - Where Are You Selling Your Products?(00:32:30) - Reasons to Scan Your Worksites(00:34:47) - Pushing the Pitch(00:36:49) - Where Can People Find Christian Jones?(00:37:19) - B2B Breakthrough: Accelerating Business Growth
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How Vuliwear Redefines Sunglasses with Style and Impact
How did macro photography of insect eyes inspire a bold eyewear brand that's redefining fashion and eye health?Building a fashion-forward eyewear brand that prioritizes both style and eye health requires authentic design, strategic partnerships, and unwavering commitment to quality. In this episode of B2B Breakthrough, host Ciara Cristo chats with Dionne Ellison (https://www.linkedin.com/in/dionne-ellison-5721261/), founder and creative force behind Vuliwear (https://vuliwear.com/), about her journey from discovering macro photography of insect eyes to creating bold, UV 400 protective sunglasses that make a statement. Learn how she navigated supply chain disruptions, built her brand while maintaining a day job, and why she believes in "out-differenting" rather than outdoing the competition.
Tune in to learn:
(00:00) Finding Your Lane and the Insect Eye Inspiration
(04:53) Lens-First Philosophy: UV 400 vs Polarized Education
(10:39) Breakthrough Moments and Customer Collaboration Strategy
(17:11) Axio AI Sourcing Advertisement
(18:30) Out-Differenting the Competition and Strategic Partnerships
(25:46) Scaling with Family and Future Expansion Plans
Check out our three most downloaded episodes:
Disrupt or Be Disrupted: Future-proofing your Supply Chain with Kerim Kfuri(https://b2b-breakthrough-podcast.castos.com/episodes/disrupt-or-be-disrupted-future-proofing-your-supply-chain)
How to Nail Your Next Pitch: Insights from Power to Pitch's Kat Weaver (https://b2b-breakthrough-podcast.castos.com/episodes/how-to-nail-your-next-pitch-insights-from-power-toecj)
The Marmals Method: How to Sell Toys, Test Ideas & Thrive on the Convention Circuit(https://b2b-breakthrough-podcast.castos.com/episodes/the-marmals-method-how-to-sell-toys-test-ideas-thrive-on-the-convention-circuit)Previous guests include Rudy Mawer, CEO of Mawer Capital; Tony Parker, four-time NBA champion and Founder and President of Infinity Nine Group;...
Chapters
(00:00:00) - B2B Breakthrough Podcast(00:00:56) - VouliWear(00:03:08) - Wool Wear Designer on Juggling Her Day Job(00:04:33) - The New Look: Polarized Sunglasses(00:08:13) - The New Look: Eye Health(00:10:26) - Oyster Lens Covers(00:12:41) - Beyond Woolly Wear: Collaborations With Artists(00:15:44) - Have Entrepreneurs Had to Change Their Lens Manufacturer?(00:17:13) - How to Source Like a Pro with Axio(00:18:07) - Separate Eyewear: How to Differentiate(00:21:52) - The Right Partner for Your Business(00:23:52) - Vooly Sunglasses: The Story Behind The Names(00:25:36) - George Clooney Expands Into Lifestyle Products(00:28:37) - VoliWear's Unisex Fashion(00:31:23) - Bobbi Woolly Wear(00:33:29) - Where Have You Got All of Your Inspiration?(00:35:14) - Sierra Leone on Lessons Learned From Starting a Business(00:36:57) - B2B Breakthrough: Accelerating Business Growth
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Staying Profitable Amid Tariff Changes: Steven Selikoff on Navigating the End of De Minimis
Why are smart entrepreneurs celebrating the end of de minimis while their competitors panic about margin compression?The suspension of the de minimis rule has left many e-commerce sellers scrambling to understand new costs and compliance requirements. In this episode of B2B Breakthrough, host Ciara Cristo chats with Steven Selikoff (https://www.linkedin.com/in/stevenselikoff/), founder of Product One (https://product.one/) and author of The Complete Book of Product Design, Development, Manufacturing, and Sales, about navigating the new tariff landscape with a profit-first mindset. Steven breaks down the myths surrounding de minimis changes, reveals how tariffs and duties can actually be tax-deductible, and shares his proven strategies for achieving 9-10x multipliers even in challenging trade conditions. Learn why building a "purple cow" product is your best defense against margin compression and how smart entrepreneurs can turn trade disruption into competitive advantage.
Tune in to learn:
(00:00) The Reality of De Minimis Rule Changes and Business Impact
(08:10) The Biggest Myth: Tariffs and Duties Are Tax Deductible
(13:26) Product One's Focus on Profitable Product Development
(18:05) Alibaba CoCreate Event Advertisement
(18:42) The Purple Cow Strategy: Differentiation for Better Margins
(25:04) Audience Research and the Porsche SUV Success Story
(29:53) Ten Strategies to Combat Tariff Impact
(34:19) 30-Day Action Plan for Tariff Preparation
Check out our three most downloaded episodes:
How Mid-Day Squares Disrupted Snacking Through Storytelling (https://b2b-breakthrough-podcast.castos.com/episodes/not-final-audio-how-mid-day-squares-disrupted-snacking-through-storytelling)
Disrupt or Be Disrupted: Future-proofing your Supply Chain with Kerim Kfuri(https://b2b-breakthrough-podcast.castos.com/episodes/disrupt-or-be-disrupted-future-proofing-your-supply-chain)
Scaling a Purpose-Driven Brand: Inside HoneyBug's Growth Journey(https://b2b-...
Chapters
(00:00:00) - How to Make a Business Profitable(00:00:19) - B2B Breakthrough: Tariffs & Trade(00:01:52) - What is De minimis and Is It Affecting E-Commerce(00:04:09) - What does the shift to D2C for e-commerce sellers(00:06:01) - What should e-sellers Know About the Compliance Requirement on(00:07:48) - Importing DDP(00:13:33) - What Product One Does for Small Business Owners(00:17:59) - Where AI Sourcing Engines Take You(00:18:53) - Sourcing at a Better Margin(00:25:31) - How to Find Your Purple Cow(00:29:18) - What mistakes are sellers making that can help them combat these?(00:30:28) - How to Manage Your Tariffs(00:34:45) - Tariffs: What Businesses Need to Do Now(00:37:15) - B2B Breakthrough: Accelerating Business Growth
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Scale Your Business Using These (Free) Audience Research Strategies
How can a simple 1-2-3 framework (brand, product, industry) transform confused entrepreneurs into data-driven decision makers?Audience research doesn't require big budgets or big teams—it requires the right approach and free tools at your fingertips. In this episode of B2B Breakthrough, host Ciara Cristo chats with Tsvetta Kaleynska (https://www.linkedin.com/in/tsvetta/), founder of RILA Global Consulting (https://rilaglobalconsulting.com/), about how small business owners can uncover who their customers really are and use those insights to grow smarter and faster. Learn how to transform data into compelling stories, leverage AI as a multiplier for your efforts, and turn free social media platforms into powerful research engines. Whether you're launching your first product or scaling an existing business, Tsvetta reveals the systematic approach to audience research that drives real results.
Tune in to learn:
(00:00) The Power of Data-Driven Storytelling
(05:07) Why Audience Research is Essential, Not Optional
(10:02) Qualitative vs Quantitative: Understanding the Numbers and Colors
(15:22) Axio AI Sourcing Advertisement
(20:47) Co-Create Las Vegas Event Advertisement
(21:25) The 1-2-3 Framework: Brand, Product, Industry Research
(28:49) Adapting Your Product Vision as Your Audience Reveals Itself
(34:52) Integrating All Data Sources for Complete Growth Strategy
(41:05) Just Do It: Encouragement for Aspiring Entrepreneurs
Check out our three most downloaded episodes:
Scaling a Purpose-Driven Brand: Inside HoneyBug's Growth Journey(https://b2b-breakthrough-podcast.castos.com/episodes/scaling-a-purpose-driven-brand-inside-honeybugs-growth-journey)
How Mid-Day Squares Disrupted Snacking Through Storytelling (https://b2b-breakthrough-podcast.castos.com/episodes/not-final-audio-how-mid-day-squares-disrupted-snacking-through-storytelling)
Disrupt or Be Disrupted: Future-proofing your Supply Chain with Kerim Kfuri(
Chapters
(00:00:00) - B2B Breakthrough: How to Scale Your Audience Research(00:00:56) - Interview with Sveta Järvi(00:01:27) - How a data analyst started her own business in 2017(00:04:56) - Why Audience Research is Essential for Small Businesses(00:07:26) - How to Launch a New Product to a Large Audience?(00:09:33) - Quantitative Research vs. In-depth Analysis(00:15:13) - Small Business: AI as a Multipractor(00:17:49) - How to Integrate AI into Your Business?(00:21:15) - How to Start a Sales Communication with Social Media(00:27:49) - How to Adapt and Expand Your Product Market(00:32:00) - How to Integrate Quantitative Data with Indirect Insight(00:34:33) - Free Online Surveys for Small Businesses(00:36:19) - How to Tell a Story from Data and AI(00:38:14) - Good Audience Research(00:40:53) - Boskoe Ventures(00:41:56) - B2B Breakthrough: Giving Back
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Crowdfunding Unpacked: Kickstarter’s Blueprint for Small Business Success
Why do Comic-Con attendees provide better market research than focus groups, and how can trade shows become your product development laboratory?Crowdfunding isn't just about money—it's about community validation and smart risk-taking. In this episode of B2B Breakthrough, host Ciara Cristo chats with Nathan Nalevanko (https://www.linkedin.com/in/nathan-nalevanko-29014133), Senior Design and Tech Outreach Lead at Kickstarter (https://www.kickstarter.com/), about what makes for a successful campaign. Learn how to validate product-market fit through live community feedback, build lasting relationships with passionate backers, and navigate the challenges of bringing physical products to market. Whether you're testing your first idea or scaling your third product launch, Nathan breaks down the strategies that turn side hustles into million-dollar businesses.
Tune in to learn:
(00:00) Introduction: Crowdfunding as Community Validation and Smart Risk-Taking
(02:17) Case Study: Christian Reed's $1.2M Recon Tools Success Story
(08:06) Understanding the Passionate Backer Community and Customer Loyalty
(15:59) Managing Product Evolution and Setting Expectations
(21:10) Capital Requirements and Supply Chain Challenges
(25:22) Post-Campaign Growth and Second Launch Success
(28:01) Common Pitfalls and Product Development Requirements
(33:06) Resources and Getting Started on Kickstarter
Check out our three most downloaded episodes:
Scaling a Purpose-Driven Brand: Inside HoneyBug's Growth Journey(https://b2b-breakthrough-podcast.castos.com/episodes/scaling-a-purpose-driven-brand-inside-honeybugs-growth-journey)
How Mid-Day Squares Disrupted Snacking Through Storytelling (https://b2b-breakthrough-podcast.castos.com/episodes/not-final-audio-how-mid-day-squares-disrupted-snacking-through-storytelling)
Disrupt or Be Disrupted: Future-proofing your Supply Chain with Kerim Kfuri(https://b2b-breakthrough-podcast.castos.com/episodes/disrupt-or...
Chapters
(00:00:00) - B2B Breakthrough: Crowdfunding(00:00:46) - Crowdfunding for Design: B2B Breakthrough(00:02:14) - Kickstarter Success Story: Recon Tools(00:05:03) - How to Marketing Your Kickstarter Campaign(00:07:33) - What Kind of Unifying Features Do You Find in the Backer(00:09:18) - What Would You Say About Long Term Customers on Kickstarter?(00:11:29) - The Role of Backers on Kickstarter(00:17:21) - Kickstarter Creators on the Supply Chain(00:20:55) - Crowdfunding 101: The Challenges Creators Face(00:23:58) - Kickstarter and Retail: Where Do Projects Live Post-Kickstarter(00:25:05) - What's Their Take on Round 2 of a Kickstarter Campaign?(00:27:27) - What are the Biggest Pitfalls on Kickstarter?(00:32:25) - Kickstarter: How to Start a Campaign on the Internet
Every two weeks, the B2B Breakthrough Podcast brings you the knowledge, insights and strategies that you need to continue to grow your business. By learning from industry experts, successful e-commerce business owners, and the team at Alibaba.com, you’ll be well on your way to your next big business breakthrough.
If you’re facing challenges on your path to success as a small business owner, we’re here to give you the tools you need to break through and reach the next level.
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