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Cofounder of vegan snacks startup Proper gives 5 lessons for success - Business Insider

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This founder took her vegan snacks brand from $1.3 million to $52 million in retail sales value over a decade. She says naivety is the secret weapon for success.

Become an InsiderCassandra Stavrou left her ad agency job at 25 and launched the vegan snacks company Proper in 2011.

In an interview with Business Insider, Stavrou revealed the key lessons she has learned while growing the business.The company is best known for its colorful bags of healthy popcorn, Propercorn, but it now offers a variety of vegan snacks. The company is best known for its colorful bags of healthy popcorn, Propercorn, but has now expanded into flavored chips.Proper reported $20.5 million in revenues in 2019, from $16.5 million the prior year. The company told Business Insider that the retail sales value of its products grew from $1.3 million to $52 million over the last decade.

But stores need at least four months, and that left her with only two months to move the entire order. "It could have bankrupted us, but we sold harder than we ever thought possible and … it drove the momentum and it was the kickstarter of our growth trajectory," Stavrou said. When recruiting, focus on diversity: the more diverse and representative the team is, the more interesting the discussion with them will be — it needs to be a priority when recruiting, she said.

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