🛒 LOUISE FRITJOFSSON // MARTIE CO-FOUNDER & CEO

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Commerce is Chaos

Samantha Rose

27 episodes

2 weeks ago

Look, we've all heard the polished founder story—the perfect pitch, the seamless scale, the overnight success. But what about the time you oversold by 100K units? Or when your 'seamless' integration crashed right before Black Friday? Host Samantha Rose has been there—from founding her first consumer business, GIR, managing fulfillment and industrial design for your favorite brands, or acquiring distressed brands on her own. Welcome to Commerce is Chaos, the podcast for founders who knows that building a real business is beautifully, chaotically messy.

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Entrepreneurship

Business,

Management

🛒 LOUISE FRITJOFSSON // MARTIE CO-FOUNDER & CEO

Commerce is Chaos

47 minutes

2 weeks ago

🛒 LOUISE FRITJOFSSON // MARTIE CO-FOUNDER & CEO

Louise Fritjofsson is the co-founder and CEO of Martie, an online discount grocery marketplace that rescues surplus food from waste while making quality groceries accessible nationwide. A four-time founder with two exits across Europe and the United States, Louise has scaled Martie since 2021 to 48 states, partnered with 4,500+ brands, and saved millions of pounds of food from landfills – all with just seven employees.

🔧 Pivot Recognition Framework - Method for distinguishing between solvable problems and market-defining opportunities worth rebuilding around

📊 Brand Recognition vs. Loyalty Strategy - Approach to building retention when customers recognize brands but won't repeatedly buy the same ones

🤝 AI-Powered Chaos Management - System for applying machine learning to fundamentally unpredictable inventory flows

⚙️ Anti-Convenience Positioning - Framework for competing on value instead of speed in a delivery-obsessed market

📈 Mass Market Customer Development - Strategy for serving suburban, middle-income consumers instead of affluent urban early adopters

🎯 Circular Economy Infrastructure - Operational playbook for turning surplus challenges into systematic competitive advantages

Whether you're building circular economy businesses, managing complex inventory marketplaces, or rethinking conventional CPG positioning, Louise's frameworks will help you turn constraints into competitive advantages while scaling sustainably.

Perfect for: Circular economy entrepreneurs, surplus inventory innovators, lean operations executives, anti-conventional positioning strategists

Guest: Louise Fritjofsson - Co-Founder & CEO, Martie
Host: Samantha Rose - Managing Partner, Hologram Capital & Founder, Endless Commerce

This episode was recorded live and is part of our series on operational frameworks that drive real business results. Subscribe so you never miss an episode.