In this episode of Recipe to Revenue, Charbel Mawad, co-founder of Projo*, talks about his painstaking, multi-year journey to engineer the perfect high-protein coffee. While competitors rushed to market with “coffee-flavored shakes,” Charbel spent years in his garage solving a physics problem that manufacturers said was impossible.
Don’t Rush the Recipe: Projo*’s Journey to National Distribution
by Sinuate Media | Recipe to Revenue
The standard startup advice is “move fast and break things.” Charbel Mawad did the opposite—and it landed him in Target.
Watch or listen to learn more about:
- Why experts said his 25g protein coffee was “physically impossible”
- How he engineered the formula in his garage like “Breaking Bad”
- Why slowing down R&D allowed him to bypass competitors
- Why Farmers Markets are better than retail for product validation
- The “Trojan Horse” strategy for disrupting the coffee aisle
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Why patience and repeat purchases beat fast revenue growth
Whether you’re a founder feeling pressured to launch or a product developer stuck in the weeds, Charbel offers a powerful lesson: sometimes the fastest way to national distribution is to take your time.
