When you're a young founder with a big idea, the path to success can feel overwhelming. But Jordan Weitz, co-founder of Keychain, proves that passion, persistence, and smart collaboration can turn an ambitious dream into a thriving business.
In a recent Turning Pro Podcast episode, Jordan shared his journey from obsessing over ingredient labels as a college student with celiac disease to revolutionizing how brands connect with manufacturers. His story is packed with actionable insights and relatable moments that every aspiring entrepreneur can learn from.
Jordan's fascination with consumer products began during his college years, fueled by his diagnosis with celiac disease. Turning a personal challenge into a professional passion, he immersed himself in the consumer packaged goods (CPG) industry; networking with mentors, diving into internships, and eventually landing a private equity role at Monogram.
It was there that he spotted a glaring inefficiency: brands relying on outdated methods like Google searches and trade shows to find manufacturers. This "aha moment" set the stage for Keychain, a marketplace that matches brands with manufacturers in minutes, cutting the traditional process from months to mere moments.
Most founders can point to a pivotal moment when everything clicked. For Jordan, it was a cold DM on Twitter to Oisin Hanrahan, a seasoned entrepreneur and co-founder of Angie's List. Hoping to validate - or dismiss - his idea, Jordan pitched the concept of a marketplace for the CPG industry. Oisin's response? "This is interesting."
That simple reply sparked a collaboration that would change the trajectory of Jordan's career. Along with a third co-founder, Umang Dua, the team built Keychain into a sophisticated platform, leveraging Oisin and Umang's expertise in marketplaces while Jordan brought deep industry knowledge in CPG.
One of the most inspiring parts of Jordan's story is his ability to work alongside more experienced co-founders without letting self-doubt hold him back. Instead, he leaned into his role as the "resident CPG expert," balancing the dynamic with his co-founders' tech and marketplace expertise. This collaboration fueled Keychain's rapid growth, from securing funding to scaling operations in just a few months.
Running a startup isn’t just about building a business - it’s about building yourself. Jordan credits his girlfriend's Ironman training for inspiring him to adopt healthier habits. From early morning workouts to better sleep hygiene, these changes have been crucial for maintaining the energy and focus needed to lead Keychain.
But like many entrepreneurs, Jordan has faced challenges, including insomnia and the anxiety of building a personal brand on LinkedIn. His advice? Start small, stay consistent, and don’t let fear of judgment stop you from sharing your story. Most people are too focused on their own lives to scrutinize your posts, and the long-term benefits of building an authentic online presence far outweigh the initial discomfort.
Jordan’s journey is filled with takeaways for aspiring founders:
For Jordan, the "turning pro" moment came when Oisin responded to his Twitter DM, signaling that his idea had real potential. That single interaction gave him the confidence to leave a stable job in private equity and go all-in on Keychain.
Jordan’s story is a testament to what’s possible when you combine passion, persistence, and the willingness to learn. For young entrepreneurs navigating the messy world of startups, his journey offers a roadmap for turning challenges into opportunities and building something truly impactful.
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