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Entrepreneur
21-05-2025
- Business
- Entrepreneur
A Greener Code
Opinions expressed by Entrepreneur contributors are their own. You're reading Entrepreneur United Kingdom, an international franchise of Entrepreneur Media. For Duel founder Paul Archer, sustainability isn't a line in a pitch deck – it's the foundation of everything his company stands for. Based in London, Duel is a B Corp-certified SaaS platform specialising in brand advocacy. In a world where corporate greenwashing is often just another tab on the website, Paul Archer is adamant that sustainability should be more than surface-level spin. "Sustainability at Duel isn't just something we talk about – it's embedded in how we do business," says Archer, whose company helps brands build and scale advocacy marketing through loyal customers and brand communities. "We're a B Corp, which means we hold ourselves accountable to the highest standards of social and environmental performance." Founded with the belief that companies can - and should - do more than simply scale quickly and sell out, Duel has taken a stance that feels increasingly radical in the startup world: choosing partners based not just on potential revenue, but shared values. "It's not just about being a successful SaaS company, but being one that adds value to the world in a meaningful, responsible way," says Archer. "We are also very selective about the brands we work with and will happily turn down business if they don't follow the same mantra of people and planet over profit." That mantra isn't always the easiest to maintain in the turbulent world of startups, where cash flow can be tight and expectations high. But for Archer, balancing sustainability with commercial viability is a long game - and a smart one. "Running a startup is tough – there's no sugar-coating it. You're balancing growth, cash flow, and trying to make every penny count. But here's the thing: sustainability doesn't just make us feel good, it actually helps us grow." In fact, being purpose-driven has become one of Duel's most valuable differentiators. "Our customers are looking for companies that do good and do well," he says. "They want long-term growth with a positive impact, and that's exactly what we're creating." As scrutiny of environmental, social, and governance (ESG) performance grows, especially among younger consumers and employees, it's natural to ask whether the investor world is catching up. Archer's take is candid: "We made the decision early on to build Duel with a purpose – not just to make money, but to show that companies built to drive advocacy can change the world." That stance has helped filter out the wrong investors - and attract the right ones. "We're committed to growing the business responsibly and sustainably and that kind of mindset is exactly what our investors are looking for and are drawn to as well," he explains. "But my impression is that the majority of investors, when they talk about ESG, are just paying lip service, and really, the only thing they care about is money. But this made it much easier for us to find the kind of investors that we truly want to work with because sustainability is as important to them as it is to us." With growing pressure on the tech world to demonstrate substance over spin, Duel's mission is a timely reminder that sustainability doesn't have to come at the cost of success - and might just be its future-proofing factor.
Forbes
12-05-2025
- Business
- Forbes
Early Wins In Independent Stores Trump Fast Placement In Mass Retail
Joel Goldstein is the President of Mr. Checkout Distributors. getty Launching a product is an exercise in both courage and calculation. It's easy to be lured by the perceived prestige of mass retail—national distribution, broad exposure, shelves lined in high-traffic chains. But the reality is often more sobering. Fast placement in big box retail can stretch a brand too thin, too quickly, placing immense pressure on margins, operations and inventory with little room to refine or adapt. In contrast, early wins in independent retail offer something far more strategic: controlled momentum, deeper engagement and the foundation for long-term viability. Independent stores are where real market feedback lives. These retailers serve close-knit communities where purchasing decisions are driven by trust, relationships and a shared sense of values. When a product lands on these shelves, it's not just being stocked—it's being introduced. Store owners become brand advocates, and customers become early adopters. There's time and space to observe, learn and adjust—elements often lost in the high-stakes, high-volume world of mass retail. Every product has its rhythm, and independent retail allows you to find it. Packaging, pricing and promotional strategy can be tested and refined with far less risk. A missed forecast doesn't trigger widespread chargebacks or steep penalties; instead, it sparks a conversation. A pivot is possible. These early environments are forgiving, and that flexibility is invaluable in shaping a brand that can scale with confidence. Beyond logistics, the psychological impact of early wins is significant. A successful rotation in a neighborhood market can validate the product, build confidence and create social proof. Each reorder is a signal—not just that the product sells, but that it belongs. Independent retailers don't allocate shelf space lightly. When they support a product, it's because it has earned its place. That endorsement is worth far more than a temporary presence on a crowded corporate planogram. Independent wins are not just about survival—they're about story. A brand that grows through small retailers builds a reputation rooted in authenticity and resilience. The narrative shifts from 'We got lucky with a big chain' to 'We built this one store at a time.' That story is powerful. It resonates with future buyers, press and even the national chains that later take notice—not because of your pitch deck, but because of your track record. Fast placement in big-box retail may look impressive from the outside, but it's often a bet with high stakes and little forgiveness. Without demand already established, the product can stall. Shelves are unforgiving. The velocity required to stay listed can be punishing, especially when coupled with chargebacks, slotting fees and margin cuts that leave little room for error. A stumble can shut the door for years. By contrast, growing through independent retail builds leverage. It allows a brand to scale on its own terms, with proof points grounded in real-world performance. It also builds relationships—directly with store owners, regional distributors and the communities that champion local businesses. That goodwill doesn't just lead to sales; it creates sustainable momentum. Launching a product is more than getting on the shelf—it's staying there. It's being invited back. It's building loyalty that no national ad campaign can buy. Independent retailers offer the space to do that—to refine, to learn, to grow deliberately and strategically. They are the proving ground where brands aren't just placed but embraced. So, when given a choice between fast placement and foundational wins, choose the path that lasts. The shelf in a small store may seem modest, but in it lies the potential for everything that comes next. Forbes Business Development Council is an invitation-only community for sales and biz dev executives. Do I qualify?
