The O Positiv Shift in Women’s Wellness with Bobby Bitton
Scaling with the ‘3 Buckets’ Method
November 7th, 2024 • 4 min read
At the 2024 Executive Summit in NYC, Bobby Bitton, CEO and Co-Founder of O Positiv, shared his take on scaling a mission-driven brand.
Inspired by his sister’s struggles with PMS, Bobby launched O Positiv with a clear goal: address women’s health needs at every major life stage. Starting with FLO, the first-ever PMS gummy, O Positiv has expanded to 24 products, including a new whole-body deodorant. Here’s how Bobby approaches growth while staying true to O Positiv’s vision.
The ‘Three Buckets’ of Scaling
Consumers – Bobby’s North Star is impact. "How can we fulfill our mission to our consumers and reach as many voices…[to] impact their life in a positive way?"
Profitability – When funding got tight, profitability became the focus. "Do you push the gas harder? Can you sustain that profitability? …we actually ended up cooling off on pushing the gas…’ to prove to themselves and their investors that the business was sustainable.
Team Development – "How do you make sure [your team] have the exposure and growth journey?" Building a supportive environment for his team members is central to O Positiv’s culture, allowing them to thrive and grow along with the brand.
Timing and Retail Strategy
Bobby discussed O Positiv’s decision to pace their retail expansion. Initially, O Positiv grew with a single product, FLO. After several years, they made their retail debut at Target with multiple products to create an impactful presence. "One product alone on a shelf...it's harder to tell a story right? You don't have a whole web page. You don't have all this time to educate the consumer. Fast forward three years later, that’s when we went to Target...with multiple products…[to] actually stop your eye when you’re walking down the aisle.
Growing Category Impact
Bobby also focused on how O Positiv differentiates itself by bringing new consumers into the health and wellness category. Retailers want to grow the category as a whole, not just shift dollars between brands. "How can you prove that you're bringing people that are new to category?...They’ve never bought [other brands], but they do buy your product."
By addressing underrepresented health needs, O Positiv attracts consumers who may not otherwise engage with health products, thus driving overall category growth - a benefit Bobby sees as key to retailer partnerships, adding ‘How do you get your buyer promoted should be a huge mission’.
The Digital Edge
Though making waves in retail, O Positiv keeps its digital roots strong, with TikTok Shop as a powerful channel. "TikTok Shop...has this aligned incentive between the brand and the creator... If they win, you win." This approach drives awareness that carries over to Amazon, the website, and retail.
From FLO to a full wellness portfolio, Bobby’s scaling journey is about timing, impact, and staying connected to O Positiv’s core mission - reshaping women’s wellness for the better.
Explore O Positive’s full range here!
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