Positioning, Placement, Profit: Scaling Secrets from Steven Smith Teamaker CEO Darren Marshall
I recently attended the 2026 Angel Oregon Consumer Packaged Goods (AOCPG) Investment Announcement Mixer. Aside from the great energy in the room, the highlight for me was hearing Darren Marshall, CEO of Steven Smith Teamaker, speak about what it actually takes for small businesses to survive and thrive right now.
Darren has decades of experience building iconic brands and turning around Steven Smith Teamaker after its founder passed away. He didn't just give us generic business advice; instead, he broke success down into three non-negotiable areas: Positioning, Placement, and Profitability (plus a bonus fourth: Purpose).
As someone who works closely with local entrepreneurs, his message hit home. Here is my take on why his advice matters so much for Oregon’s food, beverage, and CPG communities.
Darren Marshall, CEO of Steven Smith Teamaker, shares advice with Oregon entrepreneurs.
1. Positioning: Stop Trying to Move on Price
The CPG world is incredibly crowded compared to 20 years ago. There are more products, more co-packers, and tighter retail space. If you aren't noticeably different, you're invisible.
Darren pointed out that successful brands solve real problems in ways customers actually notice—through unique value, eye-catching packaging, and pricing that reflects that quality. When retailers pushed Steven Smith Teamaker to drop their prices, they refused. They stood by their premium branding, and consumers rewarded them for it.
The takeaway for Oregon makers: Don't race to the bottom on price. Build a brand that stands apart, and own your value.
2. Placement: If They Can't Find You, They Can't Buy You
A fantastic product means zero without a rock-solid distribution strategy. Darren, who spent years at Coca-Cola, put it bluntly: “A great brand is nothing without great placement.”
Growth happens when you get intentional about your channels—knowing exactly which retailers fit your brand, keeping shelves stocked, and ensuring your product actually moves. At Steven Smith, multi-channel distribution became their biggest growth engine.
For local wineries, food producers, and specialty makers, mastering this is a make-or-break logistical challenge. It’s where inventory management and cash flow reality collide.
3. Profitability: "Cool" Doesn't Pay the Bills
This was my favorite part of his talk. In a town like Portland, we love "cool" concepts. But Darren made it clear: profitability is what actually fuels sustainability and impact.
He urged founders to ruthlessly protect their gross margins, know exactly which products and channels make money (and which lose it), and stop bleeding cash through sloppy discounting. In fact, Steven Smith Teamaker intentionally slowed their growth at times just to preserve cash and tighten their supply chain.
That kind of discipline requires real-time visibility into your numbers. It’s the only way to scale on your own terms.
4. The Bonus: Purpose Keeps You Sane
Building a business is relentless, exhausting work. Darren closed by reminding us that long-term success requires a deeper "why." What change are you actually trying to make? When things get tough, that purpose is what keeps you going.
What This Means for Your Business
Darren’s framework perfectly mirrors the hurdles I see local entrepreneurs face every day. Plenty of founders have incredible passion and a killer product, but they get tripped up by messy books, unpredictable cash flow, and a lack of clear financial systems.
At Willamette Way Bookkeeping & Consulting™, I handle the heavy lifting behind the scenes. I help you build the clean books and clear financial insights you need to make smart placement decisions, protect your margins, and achieve true profitability.
Ready to Find a Better Way?
If you’re an Oregon small business owner trying to scale without losing your mind (or your cash), let's strengthen your financial foundation.
Let’s chat. Head over to www.willametteway.com to schedule a free consultation.
Big thanks to Darren Marshall and the Oregon Entrepreneurs Network for putting on a great event! I'm proud to support this community!
Willamette Way Bookkeeping & Consulting™Clean books. Clear insights. Confident growth.
