Podcast Summary: The CPG Guys – Live from Amazon Accelerate with The Happy Start’s Jerry Tsai & Phillip Guerra

Episode Date: December 29, 2025
Hosts: Sri Rajagopalan (CRO & Co-Founder, Think Blue Consulting)
Guests: Jerry Tsai & Phillip Guerra, Co-Founders, The Happy Start
Location: Amazon Accelerate, Seattle

Episode Overview

In this live episode from Amazon Accelerate 2025, Sri Rajagopalan sits down with Jerry Tsai and Phillip Guerra, the co-founders of The Happy Start, a mission-driven baby products brand. They discuss their founder journey, how their backgrounds influenced their brand, navigating Amazon as a sales platform, and the lessons learned as early-stage entrepreneurs in the CPG (Consumer Packaged Goods) space. The episode is packed with insights about scaling as Amazon sellers, building consumer loyalty, the value of expert input in product development, and the importance of giving back.

Key Discussion Points & Insights

1. The Birth of The Happy Start

Timestamps: 02:24–03:53

• Origin Story: Jerry and Phillip, long-time friends from the University of Cincinnati, were inspired during a double date as they discussed the overwhelming choices faced by new parents.

  “As a new dad, first time parent, I...was a little overwhelmed just watching her get orders off Amazon and whatnot. I’m like, wait, what do we need this for?” — Phillip Guerra (03:15)

• Personal Mission: Their journey as new dads motivated them to simplify baby products selection and design.

2. From Idea to Market

Timestamps: 04:45–06:56

• Speed to Launch: Six months from conception to launching on Amazon.
• Networking Value: Attending events like Amazon Accelerate offers key insights and networking with other sellers, even from unrelated categories.
• Learning Curve: Interactions with other sellers about scaling challenges are invaluable.

  “You’re not necessarily meeting sellers in your category, but they’re very likely going through the same scaling issues that we’ve had.” — Phillip (05:09)

3. Product Development and Sourcing

Timestamps: 07:07–09:53

• Early Steps: Immediately filed their LLC after the initial idea and began sourcing in Asia.
• Expert Input: Pediatric occupational therapist Maria joined the team—found serendipitously at a gym—to ensure products support developmental milestones.

  “She would tell you...if you put this product out there...you’re going to put a great product out there that’s actually going to help babies.” — Jerry Tsai (08:32)

• Design Process: Researching existing products, reading customer feedback, and focusing on vision and cognitive development for infants.

4. Iterating for Inclusion and Feedback

Timestamps: 10:00–11:15

• Unique Value: Incorporated color science into product design (e.g., black/white/red contrast for infant vision), responding to feedback from hospitals (allowing use in NICUs).
• Listening to Experts: Added low-contrast options to cater to pre-term babies based on hospital feedback.

  “We believe we’re the only ones in the market doing it...low contrast, which is nothing crazy. But now the vision card product can be used both in the NICUs and outside of the hospital.” — Phillip (11:02)

5. Social Impact: The Give Back Pledge

Timestamps: 11:15–12:44

• Commitment: The Happy Start donates at least 10% of all units sold annually to clinics and hospitals.
• For-Profit Model: Balances profitability with commitment to impact.

  “If we sell a thousand units, we’re going to give at least 100.” — Jerry (11:32)

• Message to Industry: Encourages big CPG companies to adopt similar give-back models.

6. Product Safety and Affordability

Timestamps: 14:02–16:20

• Safety Focus: All products are independently safety-tested before launch.

  “...before we even knew Amazon was gonna require...we had them tested down.” — Phillip (16:20)

• Affordability: Target entry price was $9.99 for accessibility.

7. Growth, Assortment, and Brand Strategy

Timestamps: 14:36–15:59

• Range: Three main products, currently over 20 SKUs, with plans to eventually reach over 100, leveraging variations and consumer feedback.
• Recognition: Awarded by The Bump (board book) and Baby Innovation Awards (vision cards).

  “Two of the three products so far are award winning, which that makes us feel pretty good.” — Phillip (16:02)

8. Operations: Navigating Amazon

Timestamps: 17:28–19:47, 21:03–23:45

• Why Amazon: Chosen for its logistics, reach, and seller support, to balance scaling without overshadowing family life.

  “Our number one jobs are husband and father...Can we build and grow and scale a company using primarily, if not almost exclusively, Amazon?” — Jerry (17:39)

• Challenges: Dealing with listing compliance and keyword triggers (e.g., “germ-free” being flagged as a pesticide).

  “That was a little frustrating. But that was probably the only downside recently we’ve had.” — Phillip (20:36)

• Brand Registry: Prioritized for IP protection; Vine reviews jump-started the review process; Project Zero for counterfeit protection.

9. Marketing & Customer Experience

Timestamps: 21:48–22:55

• Bootstrapped Marketing: Did their own product photography (using their kids!) and initially managed their own listings and ads.
• Key Advice: Start hands-on to build understanding, then outsource ad and listing management once a baseline is established.

  “You need to have a baseline. You need to know how to do it yourself.” — Phillip (21:51)

10. Scaling, Agencies, and Looking Ahead

Timestamps: 24:25–26:18

• Agency Support: Now work with an agency for ads and listing optimization; stress the importance of understanding tools before outsourcing.
• Vision: Potential expansion into specialty retail (gift shops, airports).

  “There are some potential in-store things. Like, we know that there’s certain opportunities that are a little bit different than traditional retail. For example, zoo gift shops...” — Jerry (26:25)

11. Advice for Aspiring Entrepreneurs

Timestamps: 27:53–29:17

• Start Small & Focused: No need to launch everywhere at once; scale methodically.
• Strategic Pricing: Would start with higher pricing for better margins if starting over.
• Embrace Opportunities: Be engaged and open to opportunities Amazon or others provide.

  “Start as small as you can and then slowly scale at your own pace. Don’t get outside your lane. Just stay focused.” — Phillip (27:53) “Be strategic about your price point...And then I think saying yes when Amazon or anyone else who is kind of part of the ecosystem says, ‘hey, I’d like to learn more.’” — Jerry (28:41)

Notable Quotes & Memorable Moments

• On the Big CPGs Giving Back:

  “I think they could probably give 10% back too.” — Phillip (12:39)

• Serendipitous Partnership:

  “She’s like, yeah, I’m an occupational therapist...I have a fellowship at Nationwide Children’s Hospital in Columbus. She was like the very first fellow to do that...and so then we start working together on this.” — Jerry (08:18)

• Keeping Family First:

  “Our number one jobs are husband and father...Are we able to create a business that is going to scale and grow but not take over our lives...” — Jerry (17:39)

Important Segment Timestamps

• [02:24] – Brand origin and founder backgrounds
• [04:45] – Value of Amazon Accelerate and seller networking
• [07:07] – Product creation process and expert involvement
• [11:15] – The Happy Start’s Give Back program
• [14:36] – Current and planned product assortment
• [16:20] – Product safety practices
• [17:28] – Choosing Amazon as sales platform
• [22:13] – Bootstrapping the marketing process
• [24:39] – Tools and agency usage
• [26:21] – Expansion vision (retail, specialty shops)
• [27:53] – Final advice for new sellers

Summary Takeaways

• Jerry and Phillip's journey is anchored in family values and a mission to simplify early parenting.
• Their product design is evidence-based and iteratively improved through expert and hospital feedback.
• Commitment to social impact (10% give back) is central to their brand’s identity.
• Amazon is both a scaling platform and a source of challenges; brand registry and knowledge of seller tools are crucial.
• Starting small, remaining focused, and gradually scaling are repeatedly emphasized as key success factors.
• Their story illustrates how purpose-driven, agile brands can find their place and voice in the modern CPG landscape.

Useful for listeners that want:

• Inspiration from emerging CPG founders
• Insights into Amazon-first brand growth
• Lessons in building purpose-driven, family-oriented businesses
• Tactical advice on launching, scaling, and protecting an ecommerce brand