In the latest episode of the Turning Pro Podcast, we sat down with Michael De Santis, Managing Director of Doris Dev, to discuss the ins and outs of product development, building a lean business, and his journey from finance to leading a consumer product powerhouse. Here are some of the key takeaways from our conversation.
Michael shed light on the complexities of taking a product from concept to reality, especially in the consumer goods space. Doris Dev, based in New York and Hong Kong, supports brands in every step of the product journey—from design and engineering to establishing supply chains in China. Michael emphasized that product development is a “black box” for many companies, and figuring out the right engineering and manufacturing processes requires both expertise and on-the-ground connections.
A key challenge Doris Dev helps overcome is the cost and difficulty of prototyping. Michael shared that even simple products can cost between $150,000 to $350,000 to prototype, while more complex products might reach $550,000. Understanding and managing these costs is critical for brands aiming to successfully launch new products.
One of the standout stories from the episode was the launch of Canopy, a humidifier brand Doris Dev helped incubate in 2020. Michael explained how Canopy disrupted the humidifier market by focusing on a skincare angle and creating a product that was easy to clean—something that resonated deeply with customers. Canopy’s success demonstrates Doris Dev’s ability to take underdeveloped product categories, rethink their functionality, and create innovative solutions that speak directly to consumer needs.
Since its launch, Canopy has grown rapidly, expanding into major retail outlets like Target and Sephora. Their success highlights the importance of repositioning products in ways that tap into broader trends and overlooked customer pain points.
Throughout the episode, Michael repeatedly emphasized the importance of being cost-conscious during product development, especially in the early stages. One of his top pieces of advice for entrepreneurs is to scrutinize every dollar spent. Features that might seem like “nice to haves” often add unnecessary complexity and cost, and it’s crucial to focus on what will drive product-market fit before expanding.
He also pointed out that profitability needs to be built into the business model from the start. E-commerce has shifted significantly, and brands now need to run lean operations to survive. Building a profitable and scalable business requires hiring the right experts for niche roles while keeping the core team small and efficient.
Doris Dev’s success is not just about its process but also its people. Michael explained how they focus heavily on the hiring process, ensuring they bring in the right talent who can handle the fast-paced, demanding nature of supply chain management. The company’s core engineering team has remained intact for years, and its retention strategy revolves around offering employees a unique opportunity to see products through from concept to launch—a rare experience in larger corporate environments.
He also highlighted how Doris Dev blends senior leadership expertise with young, ambitious talent, ensuring a culture where innovation and execution meet. This culture has allowed them to manage 20 different products across 15 diverse categories while maintaining a high standard of quality.
Reflecting on his career, Michael shared how he transitioned from finance to consumer products by simply walking into a pop-up shop and asking for a job. His move from Morgan Stanley to working at the smart luggage company Raden was a pivotal moment that changed the trajectory of his career. His story serves as a powerful reminder that sometimes, taking a risk and being proactive can lead to unexpected opportunities.
Michael De Santis’ insights are a goldmine for entrepreneurs and business leaders navigating the challenges of product development, scaling businesses, and maintaining profitability in a competitive market. His advice on staying scrappy, focusing on what matters, and building the right team will resonate with anyone looking to launch and grow successful brands.
Whether you’re interested in the complexities of creating a physical product or just need inspiration for taking the next step in your career, this episode is packed with actionable insights. Be sure to listen to the full episode for more stories from Michael’s journey and tips on building consumer brands that thrive.
Check out the episode here and don't miss out on future discussions by subscribing to the Turning Pro Podcast.
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