Product Selection Checklist

A framework for selecting successful products to sell, based on Moiz Ali's approach with Native Deodorant.

Key Product Selection Criteria

• Product must be under 1 pound for efficient shipping
• Must be consumable/recurring purchase
• Needs clear differentiation against big market players
• Should target an existing market with proven demand

Case Study: Native Deodorant

• Found market validation through Etsy

  • Natural deodorant was a top-selling product category
  • Identified existing sellers with good products
  • Tested multiple versions with office colleagues

• Initial Strategy

  • Located successful seller on Etsy
  • Purchased and tested multiple competitors
  • Found best performing formula
  • Partnered with original creator to white label

• Growth Strategy

  • Started by reselling existing formula
  • Eventually developed own manufacturing
  • Scaled up production as demand grew
  • Sold to P&G for $100M in cash after 2 years

Success Factors

• Low shipping costs due to weight
• Natural repeat purchase cycle
• Clear differentiation (chemical-free/natural)
• Validated market demand through existing platforms
• Ability to scale manufacturing
• Clear exit strategy through acquisition by major brands