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CBD Is a Crowded Industry. Here's How One Brand Learned to Stand Out.

Instead of pushing a product, Feals focuses on its customers' pain points.

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This story appears in the September 2019 issue of Entrepreneur. Subscribe »

In an industry as crowded as CBD, how can any startup stand out? It's a question everyone in the space must answer, as a tsunami of CBD-infused products flood onto store shelves nationwide. So when the cofounders of Feals entered this space, they cooked up a plan to make themselves different. They'd do some customer acquisition research and then create the product people said they wanted.

Courtesy of Feals

For the Feals cofounders -- Alex Iwanchuk, Eric Scheibling, and Drew Todd -- this was a natural way of thinking. They'd previously built and sold an ad tech company, and they were big believers in data. So their team researched the CBD market and, for a year, tested a variety of products with more than 5,000 customers. By the end, they concluded that the big opportunity was in hemp-based CBD tinctures.

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