Pop with Purpose with Maya French
Innovating the Industry, One Beverage at a Time
December 12th, 2024 • 6 min read
Maya French, co-founder of Koia and HappyPop, is a trailblazing entrepreneur reshaping the beverage industry. From pioneering plant-based protein drinks to launching a mood-boosting energy beverage, Maya’s approach to business is as innovative as it is grounded in solving real consumer problems. Her sharp focus on unmet needs and her ability to pivot when necessary have made her a standout leader in the Consumer Packaged Goods space.
Unmet Needs & Untapped Markets
For Maya, successful product innovation starts with understanding the consumer. “I start out by identifying what are consumer needs that are being unmet and then also what communities are being underserved and how can we solve for that,” she shared during her recent panel discussion.
With HappyPop, Maya noticed a significant gap in the sparkling beverage market. Many competitors used sweeteners, but after conducting market research she realized that consumers craved real sugar in low amounts for a better flavor profile. “Our challenge was formulating something that didn’t have stevia or monk fruit in it but actually utilizing real sugar to get that same appeal,” Maya explained.
The Power of Clear Product Vision
Maya credits clear product vision as essential to building a successful company. When teams lack alignment, particularly in sales and marketing, growth becomes inhibited. “The biggest challenge is like what product should we create next,”she explained. “Really being clear on that product vision alignment from the start and making sure you maintain that throughout the growth cycle of your business... I think has been really important.”
She also emphasized the importance of making financially sound decisions: “Some decisions don’t make financial sense right, and so no matter how great or good the idea is, it just isn’t scalable. So in that sense, maybe you should pivot.”
Learning from Market Shifts
Reflecting on changes in the market, Maya noted how the pandemic reshaped the way brands operate, “Prior to COVID, or I would say around 2016 when my first business was really taking off, there were a lot of trends that were emerging but still very much untapped, so the market wasn’t as saturated,” she explained. “During the pandemic, we saw the rise of DTC brands... you saw hyper growth in these brands. But coming out of the pandemic, what we’re seeing now is these brands are struggling to survive in retail.”
This shift has also impacted how investors evaluate brands. Maya noted, “Now VCs and other angel investors are requiring you to have a million-dollar run rate before they’re actually interested in talking to you. You actually need to prove your brand out, and when you’re looking at your numbers, you need to be building for profitability, not just hyper growth and then passing it along to an acquirer to figure out how to make your company profitable.”
This shift has made it even more critical for entrepreneurs to think ahead. Maya emphasizes the importance of identifying vulnerabilities in a business and planning for worst-case scenarios: “Where are you the most vulnerable? Like where could something impact your business in a way that it’s gone tomorrow?”
The Pivot
Initially, Maya envisioned Koia as a broad plant-based beverage company, offering a range of products to meet diverse consumer needs. However, her co-founder saw an opportunity to focus specifically on plant-based protein, a more defined niche with significant potential. Maya recalled, “When we first started Koia, we actually were a juice company and weren’t a plant-based protein company… we started coming out with a lot of different product lines and obviously the protein is what stuck.”
This pivotal moment required Maya to reevaluate her vision and align with her partner’s focus. By doubling down on plant-based protein, Koia found its true identity and grew into the nation’s leading plant-based protein beverage, now available in over 25,000 stores nationwide.
Reflecting on her approach to challenges, Maya shared, “I also have this fundamental belief that any challenge can be solved if you ask enough people and you ask enough experts, like ‘What is the answer?’ You'll find it. Just put in the effort to get the answer.”
This clarity of focus and problem-solving mindset has not only shaped Koia’s success, but continues to drive Maya’s innovation across all of her ventures.
Give the gift of happy this holiday season! Explore Koia’s Koia’s plant-based protein drinks and HappyPop’s mood-boosting beverages to keep the festive cheer flowing.
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