The Dirt
The Dirt
Oct 11, 2022
30. Don’t Marry Your Product! Let the (Market) Problem Lead the Way, with Samantha Citro Alexander
Play • 38 min

Product-market fit. How do you get there? Do you have the right team? The right timing? The right product? Samantha Citro Alexander, cofounder of bitewell, joins Jim Barnish on this episode to answer those questions.

With lots of product iteration and pivots, Samantha’s company created a sub-category in an established market (preventative health) where they are seeing incredible results by creating value across multiple stakeholders (employers, employees and insurance providers). Their mission to improve people’s health through nutrition drove them to product-market fit. 

Listen along as Jim and Samantha discuss the lessons bitewell has learned from their journey.

Key Takeaways

  • Don’t get too attached to a specific version of your solution. Let your mission and vision guide how your product and company evolves to find product-market fit. 
  • Your product doesn’t need to be perfect before going to market. Your runway will end before your product ever reaches perfection.
  • Finding the right talent for the right positions in a startup takes time. A 3-month trial run for new hires has been very effective for bitewell.


SM handle: @samanthacitroalexander

Samantha's LinkedIn

bitewell website

The Hard Thing About Hard Things by Ben Horowitz


Samantha Citro Alexander is the Co-Founder of bitewell, a food health company on a mission to improve your health through food. Prior to co-founding bitewell, Samantha worked at The Estée Lauder Companies as the Chief of Staff to Jane Lauder (Clinique, NYC) and as the Director of Integrated Marketing (Smashbox, LA), where she co-created Jefacon, a women’s empowerment and leadership summit celebrating the Beauty of Being a Boss.

Previously, Samantha was a VP where she led a brand for a consumer-focused private equity firm and the Research Department Chief of Staff at Bridgewater Associates, one of the largest hedge funds in the world. She began her career at an indie beauty company selling products at the counter. Samantha earned a BFA from the Tisch School of the Arts at New York University and graduated with honors. Samantha is passionate about supporting women in business, education around health & nutrition, and cooking/eating delicious food.

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