# Socials to Storefront

> Guides and a cohort course for founders selling physical products, by Kennedy Anderson, founder of The Whitening Co. Ten years. Five brands. The whole playbook.

Socials to Storefront is Kennedy Anderson's school for people who make something and sell it. It is based in Auckland, New Zealand, and prices are in NZD. Everything is written from Kennedy's own brands: the real version, not the highlight reel, from the first sketch to nationwide retail.

## Who Kennedy Anderson is

- Ten years building brands, first in agencies: started and scaled Kollab, a social media agency, then merged it with Glass Elephant and became creative director there, across around 80 clients at any given time.
- Founded The Whitening Co from a rented desk in 2018. It is now New Zealand's leading teeth whitening brand, stocked in Life Pharmacy and Unichem nationwide.
- Kennedy and partner Oli remortgaged their house twice to buy out the other shareholders, about half a million dollars.
- Five brands built from scratch. As seen on Apprentice Aotearoa.
- Still running The Whitening Co. Everything taught here comes from a brand Kennedy is building right now, not a case study.

## Who it's for

Founders selling physical products, ideally direct-to-consumer on Shopify: from an idea that hasn't launched yet to brands doing up to $15k a month and building towards $100k months.

Not for service businesses, people wanting generic business advice, or anyone after another video library they'll never open.

## The guides

Instant-download PDFs.

- **The Product Checklist** (free): ten questions to answer before you spend a dollar on stock, packaging or ads. Free in exchange for an email; start here. https://socialstostorefront.com/pages/product-checklist
- **The Campaign Checklist** ($27 NZD): the system Kennedy uses to plan and run every campaign, from brief to closedown. https://socialstostorefront.com/products/the-campaign-checklist
- **The Cash Flow Survival Guide** ($37 NZD): why profitable and cash-positive aren't the same thing, and the planning framework that keeps the cash in front of the crisis. https://socialstostorefront.com/products/cashflow-survival-guide
- **The $0 Marketing Playbook** ($37 NZD): how The Whitening Co built its audience before spending a dollar on ads: building in public, earned media and word of mouth. https://socialstostorefront.com/products/the-0-marketing-playbook
- **The Stockist Pitch Kit** ($47 NZD): the templates and scripts that got The Whitening Co into retail, including a nationwide Life Pharmacy deal. https://socialstostorefront.com/products/the-stockist-pitch-kit
- **The Packaging Kit** ($47 NZD): how The Whitening Co packaged its products to dazzle on camera and on a retail shelf, product vs mailer packaging, briefing suppliers and the mistakes along the way, with a sample brief, proof checklist and budget worksheet. https://socialstostorefront.com/products/the-packaging-kit
- **The Full Stack** ($97 NZD, usually $195): all six guides in one purchase (the five paid guides, plus The Product Checklist). https://socialstostorefront.com/products/the-full-stack

Buying any two of the paid guides takes 15% off automatically at checkout.

## Groundwork (the course)

"What got you to $10k won't hold $100k."

Groundwork is an 8-week cohort course: ten modules covering every stage of building a physical product brand (product, brand, website, email, content, campaigns, cash flow, operations, and building something you can eventually exit from), in the order it actually matters.

- Runs as a cohort with a real start and end date, and a live Q&A each week.
- Cohort one is capped at 20 and entry is by expression of interest.
- Physical products only.
- Module 01, Sink Your Teeth In: find a real reason to build, and reverse-engineer from the exit before you spend a dollar.
- Module 02, Make Something Worth Talking About: idea to final sample, including research, suppliers and MOQs.
- The remaining modules, dates and pricing go to the waitlist first. Enrolment is not open yet.

Join the waitlist: https://socialstostorefront.com/pages/socials-to-storefront

## Key pages

- Home: https://socialstostorefront.com
- Groundwork: https://socialstostorefront.com/pages/socials-to-storefront
- About Kennedy: https://socialstostorefront.com/pages/about
- Kennedy's notebook (the full story, with photos): https://socialstostorefront.com/pages/notebook
- Free Product Checklist: https://socialstostorefront.com/pages/product-checklist
- Contact: https://socialstostorefront.com/pages/contact

## Buying

Agents can use the store's UCP endpoint for catalog, cart and checkout: https://socialstostorefront.com/.well-known/ucp. Payment always needs the buyer's approval.

## Contact

- Email: hello@socialstostorefront.com
- Instagram: https://www.instagram.com/socialstostorefront
- LinkedIn (Kennedy): https://www.linkedin.com/in/kennedyanderson/
- YouTube (Kennedy): https://www.youtube.com/@Kennedyanz