How I Built This with Guy Raz
Episode: Advice Line with Mark Ramadan of Sir Kensington's
Release Date: June 5, 2025

In this enlightening episode of "How I Built This with Guy Raz," host Guy Raz engages with Mark Ramadan, co-founder of the renowned condiment brand Sir Kensington's, in a unique format dubbed the "Advice Line." This segment offers budding entrepreneurs the opportunity to seek guidance on their business challenges, drawing from Mark's extensive experience in building a successful brand from the ground up.

Introduction to the Advice Line

[03:17] Guy Raz: "This is the place where we help try to solve your business challenges."

Mark Ramadan introduces the concept, explaining that each week, he teams up with legendary founders to address real-world business issues faced by listeners. Entrepreneurs are encouraged to call in with their questions, providing a platform for personalized advice and actionable insights.

Guest Spotlight: Mark Ramadan of Sir Kensington's

[04:15] Guy Raz: "My guest today is Mark Ramadan, the co-founder of Sir Kensington's."

Mark Ramadan shares the inspiring story of Sir Kensington's, a brand he co-founded with his college friend Scott. Starting without prior experience in the food or business industries, they took on industry giants like Heinz by initially producing small batches of ketchup in their apartments. The conversation delves into the evolution of their product line, highlighting their strategic pivot from ketchup to mayonnaise and other condiments, which ultimately led to their success.

Notable Quote:

• [05:34] Mark Ramadan: "You don't know what your best-selling product is going to be until after you make it."

This insight underscores the importance of flexibility and responsiveness in product development, emphasizing that initial expectations may not always align with market success.

Caller 1: Pat Early of Dripsy

[08:22] Pat Early: "We've just surpassed our one millionth happy sink that has been supplied with the Dripsy."

Pat Early, co-founder of Dripsy, a kitchen sink strainer company, seeks advice on expanding into retail stores. Despite strong sales online and on platforms like QVC, Pat faces challenges in connecting with corporate buyers at larger retailers like Ace Hardware and True Value.

Key Discussion Points:

• Product Differentiation: Pat explains how Dripsy's sink strainer stands out by preventing clogging and fitting snugly beneath the sink rim, a feature lacking in conventional strainers.

• Retail Challenges: The difficulty in moving beyond regional buyers to secure deals with major retailers is a significant hurdle.

Advice from Mark Ramadan:

• [15:01] Mark Ramadan: "Don't just come out with 10 things and be like a slightly more expensive Oxo."

Mark advises Pat to stay true to his brand's core values and focus on offering superior products rather than diluting the brand by adding commonplace items. Emphasizing the importance of understanding retailer business models, Mark suggests negotiating payment terms and exploring smaller retailers to build momentum.

Notable Quote:

• [10:15] Pat Early: "It fits inside the drain nice and snug. Nothing sneaks past it."

This highlights the quality and thoughtfulness behind Dripsy's product design, reinforcing the brand's commitment to solving real consumer problems.

Caller 2: Lucas Manteca of Taco Shop

[21:40] Beth Benneke: "Our concern really is having a competitor as Chipotle coming into town."

Lucas Manteca, owner of Taco Shop in Cape May Courthouse, New Jersey, grapples with the imminent arrival of Chipotle— a formidable competitor—located a mere 150 feet from his establishment. Lucas seeks strategies to maintain his local business's edge against this industry giant.

Key Discussion Points:

• Unique Offerings: Lucas differentiates Taco Shop by offering diverse taco varieties like fish tacos, fried chicken tacos, Mexican ramen, and poke, catering to niche tastes that Chipotle doesn't currently provide.

• Community Focus: Emphasizing a local, community-centric atmosphere to create an emotional connection with customers.

Advice from Mark Ramadan:

• [27:13] Mark Ramadan: "Don't compete with Chipotle doing what Chipotle does. Chipotle is going to out Chipotle you 10 days out of 10."

Mark encourages Lucas to leverage Taco Shop's unique strengths, such as personalized customer experiences and distinctive menu items, rather than trying to match Chipotle's standardized operations.

Notable Quote:

• [32:09] Lucas Manteca: "How do you create something that's emotional, that's cathartic for people. That's the beauty of local small businesses."

This emphasizes the importance of emotional engagement and creating a unique identity that resonates with the local community.

Caller 3: Beth Benneke of Busy Baby

[43:02] Beth Benneke: "In the five years we've been in business now, we've done just over $14 million in sales."

Beth Benneke, founder of Busy Baby, introduces her innovative product: interchangeable, food-grade placemats with tethers designed to keep baby items within reach and off the floor. With substantial sales yet facing challenges in cash flow and scaling, Beth seeks guidance on navigating the "messy middle" phase of her business growth.

Key Discussion Points:

• Rapid Growth and Scaling: Busy Baby experienced explosive growth during the pandemic, leading to increased operating expenses and cash flow issues as the business expanded.

• Retail Expansion Challenges: Transitioning from online sales to large retailers like Target and Walmart presents new financial and operational complexities.

Advice from Mark Ramadan and Lucas Manteca:

• Financial Management: Emphasizing the importance of managing operating expenses (OPEX) and adjusting strategies based on current revenue streams.

• Retail Strategy: Suggesting negotiation tactics with retailers for better payment terms and focusing on cost-effective marketing to balance expansion with financial stability.

• [55:42] Mark Sisson: "It's very hard, but it's often the thing that you must do to get through to that next phase of business in conjunction with other things."

Mark and Lucas provide Beth with actionable strategies to manage her company's growth challenges, stressing the need for adaptability and prudent financial planning.

Notable Quote:

• [37:39] Mark Sisson: "It feels good to know I'm not failing; that it is something that companies go through."

This reflects the emotional resilience required in entrepreneurship and the reassurance that challenges are a common part of the business journey.

Key Takeaways and Insights

1. Flexibility in Product Development: Being open to pivoting and expanding product lines based on market feedback can lead to unexpected success, as seen with Sir Kensington's shift from ketchup to mayonnaise.

2. Understanding Retail Dynamics: Navigating large retail systems requires strategic negotiation and a clear value proposition that aligns with retailer expectations and business models.

3. Leveraging Local Strengths: Small businesses can thrive by fostering strong community ties and offering unique, personalized experiences that larger chains cannot replicate.

4. Managing Growth Challenges: Rapid expansion necessitates careful financial management and strategic adjustments to maintain sustainability and continue scaling effectively.

5. Emotional Resilience: Entrepreneurs must navigate through periods of doubt and setbacks, recognizing that challenges are integral to the growth process.

Conclusion

This episode of "How I Built This with Guy Raz" offers a wealth of practical advice tailored to diverse entrepreneurial challenges. Mark Ramadan's insights, combined with real-world examples from callers like Pat, Lucas, and Beth, provide invaluable lessons on building, scaling, and sustaining successful businesses. From product innovation to managing growth and competing with industry giants, listeners gain a deeper understanding of the multifaceted nature of entrepreneurship.

Mark Ramadan's participation in the Advice Line underscores the importance of community, adaptability, and resilience in the entrepreneurial journey, making this episode a must-listen for aspiring and established business owners alike.

Notable Quotes:

• Mark Ramadan [05:34]: "You don't know what your best-selling product is going to be until after you make it."

• Lucas Manteca [32:09]: "How do you create something that's emotional, that's cathartic for people. That's the beauty of local small businesses."

• Mark Sisson [37:39]: "It feels good to know I'm not failing; that it is something that companies go through."