0:00

One. Read Plus subscribers can listen to

0:02

how I built this early and ad

0:04

free right now Joined Wonder He Plus

0:06

in the Wonder He App or on

0:09

Apple podcasts. Audible is the

0:11

home of storytelling from audio books

0:13

across every genre to all your

0:15

favorite podcasts and exclusive Audible originals.

0:18

As an Audible member, you can

0:20

choose one title a month to

0:22

keep from their entire catalogue. Audible

0:25

is the destination for thrilling audio

0:27

books with highly anticipated new releases

0:29

and next. Listen recommendations to

0:31

peak your curiosity and sense

0:34

of mystery: Bestselling titles like

0:36

First Lie Wins or the

0:39

upcoming Stephen King novel You

0:41

Like It Darker New Members

0:43

Contrite Audible Free for thirty

0:46

Days Visit audible.com/built or Text

0:48

Built To Five Hundred Five

0:50

Hundred That audible.com/built or Text

0:53

Built To Five Hundred Five

0:55

Hundred. C.

0:58

For Smart Energy is a proud

1:00

sponsor of how I built this.

1:03

It's harder to focus than

1:05

ever these days. Thankfully, See For

1:07

has reinvented the energy drink game

1:10

with See for Smart Energy, the

1:12

only energy drink clinically proven

1:14

to provide enhanced mental focus. Containing

1:16

two hundred milligrams of natural caffeine,

1:19

a blend of vitamins, and zero

1:21

sugar, he was formulated to

1:23

support your wellbeing and help you

1:26

feel your best, all while enhancing.

1:28

Mental Focus. They taste great and

1:30

they really work, especially after hours

1:32

of interviews when I'm mentally exhausted

1:35

and I need a boost to

1:37

help me get my focus back

1:39

from your brain to your body.

1:41

See for smart energy. Does it

1:44

all. And tastes amazing! Find

1:46

Smart energy! At your local

1:48

target in the Czech lane cooler

1:50

and where you find energy drinks

1:52

see for smart energy. Stay.

1:54

Focused. Our. Friends at

1:56

Korean provide wealth management services centered

1:59

around you. You can You know

2:01

what Koreans goal is to exceed

2:03

your expectations and simplify your life.

2:06

Korean can help high achievers just

2:08

like you, preserve your wealth and

2:10

provide for the people, causes and

2:13

communities. you care about Korean as

2:15

extensive knowledge across the full spectrum

2:18

of planning, investing, lending, and money

2:20

management. They're one of the largest

2:22

integrated fi only Us registered investment

2:25

advisors and they have deeply experience

2:27

teams in twenty three strategic locations.

2:30

Teams that put the collective

2:32

power of their expertise into

2:34

building you the custom wealth,

2:36

investment and family offer solutions

2:38

that can help you reach

2:40

your a holistic financial goals

2:42

no matter how complex they

2:44

may be. Real wealth requires

2:46

real solutions. For more information,

2:49

speak with as adviser today

2:51

at koreans.com That's koreans.com. Hello

2:55

and welcome to the advice line on

2:57

how I built this lab guy Rise!

2:59

This is the place where we helped

3:01

try to solve your business challenges. Each

3:03

week I'm joined by a legendary founder,

3:06

a former guest on the show who

3:08

will attempt to with me to help

3:10

you and if you're building something and

3:12

in his advice give us a call

3:14

And just like the next guest on

3:16

the show or number is one eight

3:19

hundred four three three one two nine

3:21

eight send us a one minute message

3:23

that tells us about your. Business

3:25

and Issues. Voice

3:30

memos H I V T at Id.wondering

3:32

Com and make sure to tell us

3:34

how to reach you. And also don't

3:37

forget to sign up for my newsletter.

3:39

It's full of insights and ideas from

3:41

the world's greatest entrepreneurs. You can sign

3:43

up for free at Guy rise.com and

3:46

will put all this info in the

3:48

podcast. Switched.

3:55

Founder of the Organic

3:57

Company or gain Andrew

3:59

Wilkie. After the show Thank you

4:01

guys Pleasure to be here! So great

4:03

having you have you are last officer

4:05

not not too long ago of the

4:07

back in August. Twenty Twenty three It's

4:09

an awesome story of course of or

4:11

again and that story starts when you

4:13

were a teenager you were diagnosed with

4:16

cancer and to are undergoing some serves

4:18

on the harrowing story. You

4:20

lost so much weight, the doctors were

4:22

basically giving you nutritional sakes and sure,

4:26

And and they did help you gain weight but they

4:28

really need you feel sad loading and pay them and

4:30

were very healthy see you thought hey. I.

4:32

Can make something better. Eventually.

4:35

You did and you went on to build. A

4:37

national brand and you did this while you

4:39

were a full time medical students. And

4:42

residents, that's correct. The as far as that

4:44

was how it started and how it's come

4:46

to fruition, and it's been a very humbling journey

4:48

all the way through. Or a

4:50

fast forward of course to today. Nestle

4:52

now owns a stake in our game,

4:54

but you are still the Cel. You

4:56

still very much involved in the day

4:59

to day business at How Has Your.

5:01

Data they changed since you know when she

5:03

was the one managing the customer service line.

5:06

Yeah, it's evolved quite a bit, guy, but

5:08

it's it's. been a wonderful experience actually, that

5:10

the brand has been growing by leaps and

5:12

bounds at Nestle is expanding the brand internationally

5:14

and the brand continues to make progress in

5:16

a variety of different channels we have we

5:19

launched when he ate products last year. I'm

5:21

still in. The data, dates your points, and

5:23

still working with the team very, very closely

5:25

and and really enjoying every minute of it's

5:27

been awesome. And. You've got product

5:30

lines for kids and for grown ups.

5:32

Amount of your my kids to have

5:34

done those of kids protein shakes and

5:36

with the monkey on it right? Yeah,

5:38

the monkey milk Yes that know monkey

5:40

mass. Massive success. Ah I'm one of

5:42

the things that I think brings a

5:44

lot of legitimacy and ten and credibility

5:46

to your brand is that your doctor,

5:48

your M D Eight not not practicing

5:50

doctor anymore but of disease, quit the

5:52

professions after your brand and a Whole

5:54

Foods A wise move. But I'm get

5:56

out. there's a lot of their lot

5:58

of claims. In the Health and Wellness they

6:00

said that are sometimes is junk. You know

6:02

that you see it on on Instagram and

6:05

stuff. how do you. Like

6:07

how do you think sounders of of health and

6:09

wellness. Rans. Need.

6:12

To be thinking about communicating the science behind

6:14

their products, I think the simpler the better,

6:16

right? I think now more than ever. To

6:18

your point, You're seeing millions of claims online,

6:20

right? Products that change your life in these

6:22

ten ways. And the truth is, people just

6:24

want it to be credible. and they wanted

6:26

to be simple. And they want to incorporated

6:28

in their diet and their daily basis without

6:30

sacrificing. So when we make a product, we

6:32

wanted to be this amazing plant based product.

6:35

but we don't want you to sacrifice on

6:37

tastes. This is how you incorporate it into

6:39

your day. This is how you get your

6:41

protein. We try to keep it very

6:43

simple. I do something called the kid test

6:45

Guy and the kids test is very simple.

6:47

If you can't explain your product to a

6:49

ten year old kid and he fully understands

6:51

what it is in a matter of seconds,

6:53

then you'd need to refine your strategy. A.

6:56

Little. I. Love at the kid test.

6:58

Yeah, I'm that's really smart actually. Or

7:01

Andrew we have.

7:03

Some collars waiting to get some help with

7:05

a bit as the hopefully we can help

7:07

them are you are you ready to take

7:09

six calls? Absolutely loves him

7:12

withstood. Targets are a

7:14

collar number one. I think

7:16

it's Brin Brenner either with

7:18

us say as. Hello Welcome

7:20

Brin I'm tell a your name tell

7:22

us where you're calling from an the

7:24

name of your business. License.

7:27

So my name is printed snyder and

7:29

from Spokane, Washington and the cofounder and

7:31

Ceo of The Slate. Electric Slusser

7:34

It is the First World

7:36

and Three and. One device

7:38

that helps stimulate your gums

7:40

and make Flossie easy and

7:42

affected. And tell us the

7:44

question the you brought for us. And

7:47

this and so my other

7:49

cofounder is my husband Dan

7:51

Snyder has a dentist and

7:53

sometimes I think we focus

7:55

too much on the educational

7:57

part and cause he really.

8:00

There about that. we. Want our consumers

8:02

to know why they need to

8:04

floss and but we know that

8:06

talking to our consumers on their

8:08

level is really important and so.

8:11

I. Can ask what did you

8:13

do to signs at the. Most.

8:16

Important way to connect. With your consumers?

8:18

Got it? Okay, we're going to get

8:20

your question. I'm going start with a

8:22

full disclosure is very rarely does happen.

8:24

But. I use this products and your

8:26

I actually use the slate slusser. It's

8:29

a small business I lumber and I

8:31

have one and I i replace the

8:33

the a fluster of tips every weekend

8:35

idea years and my to later an

8:37

amazing oh my god my teeth and

8:39

their third ed fry I mean this

8:41

is basically Brin it's a it's it

8:44

up it's like a vibrating floss rates

8:46

like it's like a sonic care tell

8:48

vibration but with floss of the and

8:50

had have to tell us how this.

8:52

How you guys even came up with this thing? Yeah.

8:55

So Danny went to dental school

8:57

in two thousand and Fifteen and

9:00

he started seeing patients. And. They

9:02

had so much demo anxiety and his

9:04

sake. How. Do I get

9:07

them to? Enjoyed the dentist and I'm like

9:09

I love going to the dentist but it

9:11

was because I never had a cavity before

9:13

and so. Yeah, just case

9:15

okay brand. I got. Them

9:17

at later on fat. as

9:20

it's a what could we do and

9:22

he said if I could just get

9:24

patience to flaws then. They.

9:27

Wouldn't have done disease or challenges

9:29

and floss picks exist. Fair bit

9:31

easier route but India no one

9:33

of stimulating their guns and co

9:36

there is actually patients who have

9:38

that. He's faster than the go

9:40

to the appointment in the had dentist referred. Are

9:42

you forcing in their late last. Night

9:45

Both, you're not doing it effectively.

9:47

So Doctor Snyder is I. I

9:49

have to make a product that

9:52

mixed blessing so easy. That

9:54

people do it and then so effective that

9:56

it's in Iran or gone from Hi Janice

9:59

are. Able to see. The friends and so

10:01

that we came up with an end.

10:03

You're right, sassy And for black people

10:05

passing as a pain it's annoying. But

10:07

but or Andrey could speak to this

10:09

like we know that there's a connection

10:11

between certain diseases and bad or Olajuwon

10:13

race. yeah I mean for sure and

10:15

I think it it goes well beyond

10:17

oral health today right? Brin? I mean

10:19

a lot of be I think it

10:21

says for gum health for to south

10:23

but really now we're seeing that their

10:25

studies around heart disease right related see

10:27

or or oh how he's an Alzheimer's.

10:30

Alzheimer's brain help I just read a study

10:32

about that guides a very good point. So

10:34

I think how that education peace becomes more

10:36

and more important because you're on a trend

10:38

now of longevity not just oral health. right?

10:40

That we've noticed that that's

10:42

actually the biggest converter for

10:45

people. At that care is.

10:47

Seeing. Like if you don't want

10:49

than men. So when you're. Eighty since

10:51

it's flaws see cause.

10:54

A lot of things are connected to the. Oral.

10:57

Micro by on that's in your mouth. Or

11:00

eight. So you have this product and it's as

11:02

I say, it's like yeah, it's like a little

11:04

sir, a mini. Electric

11:07

toothbrush size with a with a little sloss

11:09

band that the top sister and and these

11:11

little of fluff heads are replaceable. You replace

11:13

them every couple of days and you just

11:15

hold them between your teeth and it does

11:17

all the work at it as the does

11:19

vibrates basically. Us. so we decided

11:21

to have Club Thousand and Sonic vibrations.

11:23

But the thing that makes our products

11:25

super special is actually on the two

11:27

sides of the. Sauce. Or

11:29

these done seats that our patented part

11:32

and they go into what Dennis called

11:34

embrace your area where your gums and

11:36

your teeth touch. Your. Toothbrush

11:38

doesn't touch that area. And.

11:41

So the only way for it to

11:43

be stimulated as through Flossie. Brin.

11:46

Listen I you have me sold on the

11:48

someone a by when immediately right after this

11:50

speak but then the question is how do

11:52

we take this conversation that we have and

11:54

turn it into an ad that super compelling

11:57

right? And I can't turn this into an

11:59

embrace cannot. In our businesses that innocently clear that

12:01

this necessarily as I can about all the wonderful

12:03

things bring it up, paying and all the things

12:05

we talk about like how do you make it

12:07

digestible and easy for a consumer I think that's

12:09

the jump we have to make. Yeah.

12:11

It's it's been exciting because we

12:14

have an evil to really grow

12:16

like we started in November of

12:18

Twenty Twenty Two. And we

12:20

were able to do over a

12:22

million dollars in sales last year

12:25

because we stop people care. About

12:27

Flossie but we are such a

12:29

little company affect. How do we get

12:32

it out there? And. Bring. A couple

12:34

quick questions you guys have raised some you

12:36

raise some money from friends and family. Starts

12:38

says you need money to manufacture these right?

12:40

right? And and how much is guess

12:42

reason total of we read it. Hundred thousand dollars.

12:45

Eyes and that As and and so

12:47

far you're okay. You don't need to

12:49

do another fundraise right now, you're You

12:51

can. still. Based on sales and the

12:53

money raised, you can operate this business.

12:55

Relatively socially? Yes, So

12:58

it's. Less we want to

13:00

do majors. Huge growth. We

13:02

have the funds we need to grow at the. Project.

13:05

Since we have. And how

13:07

are you marketing this? I mean, how are

13:10

you getting the word out to you Know

13:12

how I mean digest taking ads out? Are

13:14

you doing social media? Where were you marketing

13:16

this thing? For. The we do a

13:18

whole host of things that we have

13:21

to. Kind of sad to say we

13:23

have our be to be which is

13:25

our dental focus and then we have

13:27

a d to see focus and indeed

13:29

see we do matter google ads and

13:31

then we also do giveaways and partnership

13:33

with other companies that. Are. Interested

13:35

in doing that and then we try to

13:38

work with a lot of dental influencers. So.

13:41

We know if we send it to a dental

13:43

influencer and they like the products. That

13:45

they typically will share it be to say. They.

13:47

Want people to floss slates?

13:49

All dentists, Want. Their patience. The

13:52

boss. Course. Yeah. Yeah.

13:54

And. And how are you? How a will

13:57

kind of returns are you seeing on on

13:59

those social media. Are they

14:01

good? Bag medium mixed

14:03

so. It depends on the

14:05

influencer on but for for matter.

14:07

But. During to for we had phenomenal result

14:09

for your able to have like. Four.

14:12

And a half acts. And but

14:14

now that we're back at a

14:17

normal time of year, we're. Between.

14:19

Two and a half and three acts. On her ads

14:21

and and Brin, What's the split between? Be to

14:24

be an online. The. Percentages:

14:26

So ninety percent of our

14:28

stuff is. Director Consumers

14:30

because it's a little bit easier

14:33

to reach them and we do

14:35

do some C courses with some

14:37

awesome Dennis to love our products.

14:39

they share in their continuing education

14:41

courses and we do attend for

14:43

trade. Shows a year. And

14:45

and Brin, One of the questions I

14:47

have for you is about competition To

14:49

set are competing products out there. they're

14:51

different Their they may not be as

14:54

well made or well designed, but they

14:56

are out there on how to you

14:58

you know and some of these competitors

15:00

might be better funded. And so my

15:02

question to you is. Is there

15:04

a world where you guys say okay, we're

15:06

gonna eight exchange for more funding? We're going

15:08

to give up some of our our superior

15:10

yes the were if we got the right

15:12

partner. Who could help us?

15:14

We would totally be excited about

15:16

that because for us, we'd rather

15:19

grow and develop our companies like

15:21

the toothbrush industry as a four

15:23

billion dollar industry and the water

15:25

fluster industry as one point two

15:28

billion. And we believe our

15:30

product is unique and we think

15:32

better than the water faucet of

15:34

because if you went through a

15:36

car. Wash and it just sprayed

15:38

your car. It. Doesn't move the little

15:40

bugs right? so we consider that to be

15:42

the same as our products. If you're using

15:44

a waterfall sir, we're so happy for Just

15:46

like we want you to. Floss.

15:49

But we believe that our products because

15:51

of the string and it's of woven.

15:54

It's doesn't' Have it actually goes

15:56

in it. Grabs the plaque off

15:58

the side of the tooth. And.

16:00

Then our guns, sweeps and bristles go

16:02

in and they. They. Removed the

16:05

plaque and so. It's like scrubbing

16:07

the side of your car. So.

16:09

Answer would cheat to the to the. Idea

16:11

you had earlier. How does

16:14

Brin explain this? quickly? To.

16:16

Ten year old does I think anyone listening

16:18

as like okay, I'm convinced or one healthier

16:20

doms But but we've talked about this for

16:23

several minutes and Brent can't talk to every

16:25

single per. so how do you? How do

16:27

that? What were some thoughts about how she

16:29

could do this? Yeah. As Brin was

16:31

talking, I have some thoughts, you know and

16:33

I think to your Point Brand, how do

16:35

we talk to the consumer on their level

16:38

And the most important thing I've learned is

16:40

that you have to put yourself in your

16:42

customers shoes, right? And I've read that less

16:44

than fifty percent of the U S lost

16:46

their teeth. and it's because it's a chore

16:48

rights. So the way I'd like to look

16:50

at it to simplify it like the same

16:52

way. I don't like to wash dishes after

16:54

dinner, but there's this dishwasher that you just

16:56

put it in. You guys are the equivalent

16:58

of a dishwasher. Meaning, you've made a chore.

17:00

That's. Been very difficult now. Super super

17:03

easy and by the way it prevents

17:05

heart disease and you cite studies and

17:07

and ah in of. Rain.

17:09

Health issues and things like that. But I

17:12

think the biggest thing is that you have

17:14

now created something that eliminates a chore and

17:16

improves your quality of life and your longevity.

17:18

And I think making that analogy and having

17:21

that little video or whatever it's going to

17:23

be is going to be the difference between

17:25

having a good company and agree. Yeah.

17:28

I agree I that's the point of making

17:31

it easy to. Plus I wanna see What

17:33

I want to see is a loaded more

17:35

storytelling the Us in in your ads and

17:37

a me I'm looking your website and and

17:39

I don't know how you're putting ads out

17:41

but I feel like there needs to be.

17:44

Better. Storytelling. Spiny storytelling I think of

17:46

like you know we had liquid death

17:48

on the show couple months ago and

17:50

they basically took mound spring water and

17:52

start associate with death. Would seem so

17:54

weird of because it was so weird

17:56

that company in L just raised at

17:59

one point four. The dollar valuation ominous

18:01

add incredible success in a in a

18:03

category dominated by companies like nestle in

18:05

Coca Cola right that that liquid death

18:07

as does is actually broken through. So

18:09

I want See, you know, maybe Danny's

18:11

gotta be in some of these as

18:14

may be is quirky bags of Blake.

18:16

You know, I don't know. Maybe like.

18:19

Angels come down from the heavens and that

18:21

you hear these you know you hear like

18:23

a Hallelujah playing or something like that. I

18:25

don't I'm just a simple here, but some

18:27

something you know? I agree. I mean I

18:29

think making it fun, approachable and and really

18:32

emphasizing the fact that you've solved a problem

18:34

right? This problem has been around for long

18:36

time. A lot of people don't floss because

18:38

they hate it and you've now solved it's

18:40

I think having a fun, approachable, super easy

18:42

add that illustrates said and conveys it and

18:44

I think you could get really creative with

18:46

this and you should push the boundaries a

18:48

little bit. I think it would go

18:51

a very long ways in fifteen seconds. capture me

18:53

and make me want to buy the product. So.

18:56

I have a question has the So

18:58

I we are like a higher end

19:00

product. You know to use our product

19:02

on a daily basis. It only costs

19:04

four dollars a month, but it has

19:06

an initial cost of Seventy Nine, Ninety

19:08

Nine, and so. I. Get sometimes

19:10

nervous to do funny things. Because.

19:13

Or maybe that's just the personality problem. Now

19:16

I think I think you've gotta tests of

19:18

like like Sonic Care and and these expensive

19:20

toothbrushes. It's it's It's a very expensive upfront

19:22

investment but those guys are working with a

19:24

different checking account for hit show. They have

19:26

a big checking accounts so in order to

19:29

counterbalance that you do have to think outside

19:31

of the box and by the way, you

19:33

try something and you fail. That's okay, but

19:35

I think fit the failure is not. try

19:37

and I think once you try and you

19:39

learn, you'll be able to adjust accordingly. If.

19:42

There's something also a wonder if wishes do

19:44

you offer a a a recent a full

19:46

refund if you don't like it yet for

19:48

a reason. That so a thirty

19:50

day money back guarantee. So.

19:53

Maybe you should put that also the top of

19:55

your your site that are where people come to

19:57

you to so they know that it's risk free.

20:00

I mean he corsi to honor bunch of bunch

20:02

people return their butts. You're gonna take a risk

20:04

that maybe five percent ill or two percent. Will.

20:07

Will return it like most won't. What

20:09

we've learned is our. Return rate is late

20:11

less than one person and I think it

20:13

only tell. Great when people use a product

20:15

they are like oh this really feel good

20:17

I feel like I just went and I

20:19

do miss. Yeah. But.

20:21

You gotta get them to take the risk of a

20:23

say, don't know that right off the bat. they may

20:25

not even water at So I I. I would suggest

20:27

that you. Eat. To bring that

20:29

out a bit more to the for. Awesome!

20:32

Dad. I would. I would even take it a step

20:34

further and say since the the return rate is so

20:36

low that means people tried and love it. you may

20:38

want to include some kind of referral program. Meeting.

20:41

Like refer a friend for for a family

20:43

member if I try this and I'd say

20:45

no and I get my wife and my

20:47

kids to buy it now instead of one

20:49

you have for and you given me a

20:51

twenty dollar discount on three and a lifetime

20:53

value of that person comes back very quickly

20:55

cause they're buying the results right? So I'd

20:57

I would say lean in to guys point

21:00

on the returns but even more so I

21:02

would say add on incentives to kind of

21:04

catapult yourselves. Yeah. Free pack of

21:06

resells when you on humans sense to

21:08

referrals to frills our way or whatever

21:10

a threat. I love that I'm brin

21:12

cider of slate slusser progress on his

21:14

proudest the lox. ah I'm and yeah

21:17

we're going to be I, I'm going

21:19

to be using it so are You

21:21

Must be back I will to thank

21:23

you breath Awesome Thank you so much

21:25

I love see that Great thanks for

21:27

thanks so much. I. Ever

21:30

buy you enter but I'd Sears. I do

21:32

feel righteous at at at night. that's when

21:34

I sloss and he's the water pick and

21:36

I'm like yeah and then I am ready

21:38

to go to bed. I'm like yep I

21:40

teeth are really clean. I'm not gonna die

21:42

early you know yeah I'm in summer it's

21:44

into. I mean listen night to the my

21:46

my slicing routine. it's laughing now. many use

21:48

the slate floss or but you know it's

21:50

it's flaws and I have the water pick

21:52

to just like you I have this copper

21:54

tongue scraper. I mean I've done kind of

21:57

overboard with it. You got that Hopper Tom

21:59

the scraper status. Level the gonna add

22:01

at your regimen has. A Totally

22:03

upset at that. Point.

22:06

But when we come back here

22:08

from a full time radiologist who

22:10

started a side business after a

22:12

boozy don't trip stay with us

22:14

and guy rise in listening to

22:16

the advice line here I do

22:18

to slap. He

22:24

dared guy here. You know so often

22:27

on our show the Entrepreneurs we talk

22:29

to recount the seemingly impossible challenges. the

22:31

see, the long their journeys, and yet

22:33

over and over again we hear about

22:36

how they take on those challenges and

22:38

come out on the other side. It's

22:40

really inspiring, but none of them do

22:42

it alone. In what are

22:44

the most powerful tools you could

22:46

put into your to get to

22:49

help make the impossible possible is

22:51

cheer up by at last He

22:53

in Euro is a project management

22:55

platform that not only simplifies your

22:57

tasks but actually makes you look

22:59

forward to tackling them. whether you're

23:01

planning a mission to Mars or

23:03

updating the content on your website

23:05

crafted for those who believe no

23:08

idea is to ambitious Sure A

23:10

scales with you from complex projects

23:12

to everyday tasks. it's design. Can

23:14

x everyone across the organization for

23:16

worldwide planning. And the best part

23:18

is it's flexible enough to customize

23:20

for your team so you can

23:22

match every bit of your team's

23:24

existing process or build a new

23:26

work flow with zero in your

23:28

corner. You no longer have to

23:31

worry about chasing down information from

23:33

multiple teams and you could hit

23:35

the ground running with zero library

23:37

of templates or a I features

23:39

that take your team's efficiency from

23:41

good to great. Maybe best of

23:43

all, It'll help you keep

23:45

pace with the ever evolving world

23:47

of technology to you're always at

23:50

the forefront leading your team to

23:52

victory. You can think of Jura

23:54

as the meeting point, that common

23:56

ground where creativity sparks and collaboration

23:59

drives progress. No matter the

24:01

size of your team, it brings

24:03

people, projects, and processes together. So

24:06

is your all about bringing those

24:08

big ideas to life and celebrating

24:10

every success along the way. It's.

24:13

Time to unlock the full potential

24:15

of your team. With over one

24:17

hundred and twenty five thousand organizations

24:19

and two thirds of the fortune

24:21

five hundred using Zero, your team's

24:23

next big achievement is closer than

24:26

you think, no matter what your

24:28

big idea is. It starts with

24:30

to Cheer Up at zero.com that.

24:32

Jay I R A. Dot.

24:34

Com. As a business

24:37

to business marketer, your needs are

24:39

unique be the be buying cycles

24:41

are long and your customers face

24:43

incredibly complex decisions. Isn't it

24:45

time you had a marketing platform built

24:48

specifically for you? Linked In adds

24:50

empowers marketers with solutions for you

24:52

and your customers. Clinton as allow

24:54

you to build the right relationships,

24:57

drive results and reach your customers

24:59

in a respectful environment. Will have

25:01

direct access to and build relationships.

25:03

With a million members, a hundred

25:05

and eighty million senior level executives,

25:08

and Ten million sea level executives.

25:10

you'll be able to drive results

25:12

with targeting and measurement tools built

25:14

specifically for. Be the be in

25:16

technology. Linked In generated two to

25:18

five times higher return on add spend

25:21

than other social media platforms. In fact

25:23

so many the brands on how I

25:25

built this use linked him to

25:27

reach customers every single day. Attacked with

25:30

hundreds of founders of the years and

25:32

I've learned that Linked In has been

25:34

fighting to the growth of their companies

25:37

make Be to be marketing everything it

25:39

can be and getting one hundred

25:41

dollar credit under next Campaign Good A

25:43

Linked in.com/built this to claim. Your

25:45

credit that's linked in.com/built This Terms

25:47

and conditions apply on our part.

25:49

Yes, we love to highlight businesses

25:51

that are doing things a better

25:54

way so that you can live

25:56

a better life. That's why when

25:58

I found Mint Mobile, I had to. The

26:00

Air Mint Mobile ditched retail stores

26:02

and all those overhead costs and

26:04

instead cells their phone plans online

26:06

and passes those savings on to

26:09

you for a limited time. They're

26:11

passing on even more savings with

26:13

a new customer offer that cut

26:15

all Mint Mobile plans to fifteen

26:17

dollars a month when you purchase

26:20

a three month plan that. Unlimited

26:22

talk text and data. For.

26:25

Fifteen Dollars! A month before I

26:27

switch to Mint Mobile, I was

26:29

paying a lot more money every

26:31

month for my old wireless plan

26:33

and the service was wasn't that

26:36

great. But with Mint Mobile, every

26:38

plan comes with unlimited talk and

26:40

text plus high speed data delivered

26:42

on the nation's largest by G

26:45

network. To get this new customer

26:47

offer and your new three month

26:49

unlimited wireless plan for just fifteen

26:51

bucks a month. Good a Mint

26:53

mobile.com/built. That. Mint mobile.com/built

26:56

Cut your wireless bill

26:58

to fifteen bucks a

27:01

month at Mint mobile.com/built.

27:03

Additional taxes, fees and restrictions apply

27:06

see Mint Mobile for details. Lifeline

27:20

or side. Of the slab of

27:22

guy rise to ensure you might

27:24

get a little days of Eu

27:26

hearing this next caller story because

27:28

it's it's so much like yours.

27:30

Let's bring him in color. Hello

27:32

Turner, you are. You're on the

27:34

line I guess. Hello Turner Turner

27:36

Welcome Turner, Please tell us your

27:38

name, the name, your business and

27:40

where you live in. My name's

27:42

Turner Lewis I founder of For

27:44

Craft Cocktails based in Richmond, Virginia.

27:46

We make dolphins bird ready to

27:48

drink and talk deals for on.

27:50

And off the golf course. Goals.

27:53

Inspired Can cocktails? That's right.

27:55

Okay, and what's your question

27:57

that you brought today. Oh.

28:00

At this point of kind of bootstrap

28:02

the company for a couple years and

28:04

grown up pretty well but I'm looking

28:06

at outside investment and so have a

28:08

see your podcast and know you you

28:11

waited about ten years to do that

28:13

but I'm curious how you started that

28:15

process as you have any one tennis

28:17

advising you because to me it's very

28:19

intimidating. but. My. Marketing and

28:21

sales force requirements are oberoi, my personal

28:24

life, ability to keep up. Of.

28:26

Course and completely understandable. Yeah, I'm

28:28

or are going to get your

28:30

question and just a minute, let

28:32

me listless. backtrack from moment and

28:35

parcel of about how you start.

28:37

So these A can't cocktails right?

28:39

That's right and alcoholics cocktails if

28:41

A gets and A and like

28:43

the traditional drinks like gin and

28:45

tonics and rum and Coke or

28:47

less? well said. Started with a

28:49

golf drank said we know pretty

28:52

well here Virginia called a transfusion

28:54

ironically ago that rail great to.

28:56

Slime and Fatah Ginger Ale

28:58

Grape Juice Pocket Line. Up!

29:01

Wow. Okay, this is it is the

29:03

second thing that people golf know that like

29:05

everywhere it's a Gulfstream. Kind of goes back

29:08

to the yeah Eisenhower presidency who was a

29:10

big golfer alpha of a grape juice. Wow,

29:12

I didn't know that. Is.

29:15

Very refreshing. Gracias is like a

29:17

rare mixer and cocktails. You don't

29:19

see Gracias a lot on Austin.

29:22

And. That actually helps me out because lot of

29:24

places don't stock righteous like topped off And so

29:26

my top tales something they can actually carry because

29:28

they don't have the ingredients to make it. Our

29:31

rights. and how did this business come

29:33

about? Because I think that this is

29:35

not your back and you're not like

29:37

a golf pro and you're not a

29:39

that didn't come from a bad beverage

29:42

industry right? What will reward you did

29:44

what he does Yes not even a

29:46

good golfer actually but I am actually

29:48

a practicing radiologists so has amazing how

29:50

whole times full time radiologists. Okay yes

29:52

yep stuffed into a dark room and

29:54

the baseman the hospital looking at screens

29:57

all day. So like

29:59

Andrew, I grew up. The household with a father

30:01

who was a physician and the out in

30:03

the out the country in Virginia where I grew

30:05

up. My dad was the only country doc

30:07

we had an exam room in our house I

30:09

grew up can I help and him stitch

30:11

up. People. The game and off

30:13

the fish boats and our little wow

30:15

area and just enough people would pay

30:17

him with a bushel of crabs are

30:19

some corn and tomatoes. I just fell

30:21

in love with the with the idea.

30:23

Being a doctor I love it. Okay

30:25

see you are a radiologist and and

30:27

how did you get into this like

30:29

what prompted you did a great job

30:31

your you are respected professional on earth

30:33

I just data shoulder thing and yeah

30:35

bluhm my radiologist rights how did you

30:37

get. This idea. If

30:40

I was actually are golf trip with my

30:42

best friend from medical school Potter and we

30:44

were down in Florida. Plan thirty six holes

30:46

of golf a day which is lot a

30:49

golfer. Old guys like us but of lot

30:51

the transfusion was perfect. Pick me up so

30:53

you're on your twenty seven. Told get the

30:55

Temple fish tacos at the turn, grape juice

30:57

and vodka practice and Fox's It just gets

31:00

you through the rounds and the anywhere were

31:02

fumbling around with these plastic cups and lives

31:04

and straws and I'm thinking in I get

31:06

a beer, a seltzer, more pastry can a

31:08

can. Why is this not. In a

31:11

can. And so that was right

31:13

before the Cove era And so

31:15

that idea last that about seven

31:17

minutes until at. Last.

31:19

the nest ball or whatever and then

31:21

enter cove it were. My.

31:24

Day job slowed way down because Imaging

31:26

center shut down for Tobin and damn

31:28

can only help home school the three

31:30

kids for so long. So. That

31:33

that idea again and and started having some

31:35

sleepless nights about how to you. Produce.

31:37

A cocktail? How to you can it Had he sell

31:39

it and I just kind of went down that rabbit

31:41

hole and. Start. Of it. Andrew.

31:44

A man as to your heart because

31:46

this is like and sony parallel lot

31:48

of hello our yeah yeah it's pretty

31:50

incredible. At first I want to say

31:52

that the notes or in a congratulations

31:54

on the journey and what you're doing

31:56

here in it takes a special. Type

31:58

of courage to do what you're doing and

32:01

and keep your daily job and and spencer

32:03

into beverage which I would say is my

32:05

favorite and most exciting category by Foreign Away

32:07

by appreciated I feel like. In.

32:09

As a little bit of yin and yang, right, I

32:11

feel like I'm doing good by day and. You.

32:14

Know I'm selling alcohol by weekend

32:16

or whatever. but yeah in I

32:18

say it's. Having that entrepreneurial

32:20

spirit I didn't know I really

32:22

had it until a few years

32:24

ago. And dance? once? you realize

32:26

you have that passion to do

32:29

something different. It's

32:31

hard to let it go and the resiliency

32:33

and hard work of kind of got me

32:35

to be able to do both. But it's

32:37

like having to full time jobs now. So

32:39

I'm sir. I'm so sad that I mean

32:41

Andrews a full time rather than when he

32:43

lost or again and in so that that

32:45

they can even imagine your which of days

32:47

like term. How I'd tell me how. I

32:50

mean this is he launched this

32:52

relatively recently, tussled and more. But

32:54

the business like are you doing

32:56

over one hundred thousand dollars in

32:58

sales yet? is it is the

33:00

active wide distribution worse it available?

33:02

Yes. So started and twenty twenty

33:04

one last the product and may

33:06

out of my garage. Sort of

33:08

like you I think. Andrew Giant.

33:11

You know, my wife an hour drive in

33:13

it all over the state of Virginia, my

33:15

days off and when she wasn't staring around

33:17

or three kids, sports and. You.

33:20

Know got a lucky break. Ah

33:22

got it. Was a distributor here

33:24

Virginia and Twenty Twenty two and

33:26

since then we've grown to ten

33:28

states of distribution with different distributors.

33:30

We get six flavors on the

33:32

market sold in in convenience stores

33:34

or year. So another thing I've

33:36

learned. ah you know after the

33:38

fact the south the alcohol businesses

33:40

against each state has very different

33:42

laws and regulations. Virginia unfortunate because

33:44

it's even those spirit based we

33:47

can sell it and grocery sober

33:49

and Trader Joes. And Total Wine and

33:51

and Kroger topped off place like that.

33:53

Whereas the other states I'm in is

33:55

more independent liquor stores, restaurants, bars and

33:57

so it's a it's a little different.

34:00

And and golf course like Golf Club House

34:02

to and that's right, If okay, yeah. and

34:04

and and how easy to do You mind

34:06

giving us a sense of how big the

34:08

businesses as at this point I use of

34:10

below five hundred thousand dollars a year the

34:12

low millionaire. Yeah. I saw Alex

34:15

to say was doubled year over year so

34:17

from started in a garage the now we've

34:19

doubled each year were a little shy of

34:21

of half a million last year and I

34:23

think we're gonna the just lost three new

34:25

markets the spraying so I feel like it's

34:28

stats and potential for exponential growth and to

34:30

free of and makes a tricky it's hard

34:32

to predict how much to produce, how much

34:34

you know to or how much ingredients to

34:36

order, how much money to put forth for

34:39

the next production run. So it is growing

34:41

and I think in a pretty exponential fashion.

34:44

Or it list. it's your question. So

34:47

you wanna? years? Wanna.

34:49

Think about maybe bring on investors may be

34:51

borrowed he had this conversation stood as you

34:53

need money to on a scale this thing

34:56

ah it's tell us all a bit more

34:58

about what you're looking for. The

35:00

I think at this point a commissioner

35:02

bootstrap it to this point with you

35:04

know it's and a cash flow from

35:06

the business and personal savings, the small

35:08

credit line and. In I think

35:11

really that the the key to this

35:13

business as a David versus a Sea

35:15

of the Lives is having marketing. I

35:18

have not put much budget other then when

35:21

I'm do an instagram ads in a try

35:23

to turn about that up a little bit

35:25

were i have one influencer that that that

35:27

sort of are you not pay each month

35:29

to kind of promote the brand but i

35:31

i think the key to this brand. Is.

35:34

Getting it out didn't the word out to the

35:36

golfers out there to know it's it's at the

35:38

golf course, respiratory store and so. When.

35:40

You're looking at raising capital in obviously

35:42

have thought about friends and family, but

35:45

I'm always nervous about losing other people's

35:47

money. Thought about bringing in other investors,

35:49

but that brings challenges as well. and

35:51

so. Really? Am looking looking

35:54

to see. What? Kind of god and

35:56

she might give someone that in that growth phase that

35:58

has success and it's. The How

36:00

do you do that? Because again, I'm very

36:02

intimidated by that process. And

36:05

you brought in from investors I think

36:07

for the first time. You

36:09

had investors early and get Hirshberg another spur

36:11

Butterfly Equity came in and twenty nineteen you

36:13

to said partner with them threats. Hattie,

36:16

How are you begin to evaluate? This is

36:18

major. If your hand, you weren't her, she's.

36:21

Work will have actually start thinking. So.

36:24

I put six hundred. It's a very good

36:26

question and I think it's important to think

36:28

about it both ways. Meaning what are you

36:30

looking for for an investor from an investor

36:32

and what does the investor looking at your

36:34

company for In what is what's what's going

36:36

to be the best soaks the most important

36:39

things I would say without question: integrity, transparency

36:41

and making sure that the investor that you

36:43

bring down and is gonna be truly value

36:45

Add in other words, you want investors that

36:47

you could really trust and trust you. but.

36:50

You. Want them to be more than just a

36:52

set at at my funds for example, Humble.

36:54

Gross. Like if we can't. Catapult.

36:56

The business or it really progressed a

36:58

business and seven tangible days on day

37:01

one. you shouldn't take our money nor

37:03

should we invest in you rights. I

37:05

think that value add piece is very

37:07

important from an investor prospective and just

37:09

to be transparent I want to ask

37:11

you some questions. Do you think it's

37:13

limiting. For. You to be catering

37:15

just to the golf community. As

37:18

a great question and Ashley and the first

37:21

month or two of my harebrained schemes Adidas

37:23

I actually was able to talk to a

37:25

consultant who was an expert in the alcohol.

37:27

Where are the He said Two things. In.

37:30

Is a million dollars to start. And.

37:32

Golf is too narrow. So

37:35

I don't have a million dollars start. And.

37:37

I think with you know, sixteen thousand and

37:39

off courses and twenty five million rounds of

37:41

golf. I. Feel like it's a

37:43

blue ocean. I truly see it as

37:45

an opportunity that maybe. Maybe.

37:48

That's ignorance but also feel like if you

37:50

can make a good product and brand of

37:53

properly and sit and sort of build this

37:55

grassroots sound a since. There's. Nothing

37:57

that can stop it. And so I

37:59

see. Again, maybe that's

38:01

my mistake them have doubled down on

38:03

the golf branding thinking that golfers play

38:05

golf but the do a lot of

38:08

other things to the yet of the

38:10

beach. They get us sports events, a

38:12

boat and so our product is is

38:14

is intended for that that market. I

38:17

like that. I mean look, I think it's

38:19

a very good answer. The one counterbalance to

38:21

that that you're going to hear from investors

38:23

is Turner a few and I were to

38:25

go fishing and I'm gonna take you to

38:27

a lake that has sixteen thousand says. but

38:29

just down fifteen miles from that late there's

38:31

a lake that has six million says. You.

38:33

Know where would you want assists and I

38:35

think that would. So that's referred to as

38:38

Total Adjustable Markets and that's one thing as

38:40

an investor for putting my investor had on.

38:42

we want to make sure the Total Addressable

38:44

market is Huge. Now what I do like

38:47

about what you're doing is that it's narrow

38:49

in the sense that your marketing is very

38:51

focused, you're going to be disciplined. You know

38:53

you're kind of the category and what you're

38:56

after, but that's one thing to keep in

38:58

mind the other things from an investor perspective

39:00

as they have to know the beverage realm

39:02

very well. Distribution, sales, Marketing. He said

39:04

costs of goods, improvements on your

39:06

ingredients Your chance. Taking. It

39:09

a step further. you wanted investor that

39:11

knows the alcoholic beverage space, is familiar

39:13

with the strategic that you're gonna ultimately

39:15

partner with a or acquire you. And.

39:18

I think that's the ultimate investor for you. I just

39:20

want to make sure that you understand the questions that

39:22

are going to come your way and there's gonna be

39:24

many. And the biggest one is gonna be how big

39:26

can this business get? Is there a ceiling based on

39:29

what you're doing? Deserve wonderful

39:31

questions, endless and the first to

39:33

admit I'm no expert. I have

39:35

zero experience and alcohol zero experience

39:38

in business. so that's where I

39:40

think. Like. You said, I

39:42

don't I don't want to check. I

39:45

can always borrow more money which I

39:47

don't really wanna do. but any more

39:49

than that I need networking, any that

39:51

business expertise, the connectivity to be able

39:53

to really grow the brand and that's

39:55

and that's not your average investor. Yeah,

39:57

you need somebody who also love is

39:59

this. Granted the other thing I would

40:01

think is a legal interest because I

40:03

I think that this like can you

40:05

turn this into a lifestyle brand rather

40:08

than just a golf lifestyle brand of

40:10

I think you can. I mean these

40:12

are nice cans, colors or pop. The

40:14

flavors are nice you can imagine just

40:16

a cooler these that I'm Yoda but

40:18

backyard barbecue yeah I think I think

40:20

I that spot on and I would

40:22

also say turner You could still market

40:24

and be aggressive to the golfing community

40:26

and do everything that you want. but

40:28

then you open it up. Where this weekend

40:30

I'm having twenty friends over and I'm going

40:32

out to buy for and no one golf's

40:35

by the way in in this when the

40:37

people that are coming over. but it doesn't

40:39

matter now and if you have that moment

40:41

or that pivot where it doesn't matter you're

40:43

going to open up into that much bigger

40:45

lake and I think the then you have

40:47

no ceiling right? Yeah one our our Dead

40:49

often think about how many celebrities you see.

40:52

For instance at the A T T. I

40:54

will be pro Am Bill Murray, Justin

40:56

Timberlake to me sounds of a golfer

40:58

like these. these people that are doing

41:00

other things. they play golf and so

41:02

it's not just the die hard golfer

41:04

every Saturday and is for some this

41:06

is the to. The person's gonna talk

41:09

golf with her family for instance and

41:11

he's like I would something other than

41:13

beer. I feel like even though stuff

41:15

branded we do have more of a

41:17

up aside the universal appeal. at least

41:19

that's what I tell myself. Yeah.

41:21

I we had Gary Ericsson on the

41:23

So and if you remember Clif Bar

41:25

he he started up Randall Cyclists and

41:27

for athletes in the that was his

41:29

tribe at the beginning of course eventually

41:31

grew into something that and mass appeal

41:33

and even or again start of something

41:36

for for people and hospitals right? and

41:38

now it's for athletes and people in

41:40

Kids in the L, Moms and all

41:42

kinds of people similarly and you have

41:44

this opportunity to build this through that

41:46

tribe of golfers that really with the

41:48

vision to make it a As and

41:50

not a non. Golf specific product in as

41:52

as become pretty good on the I U

41:54

S P T oh so I trademark a

41:56

lot of phase one of which is drink

41:58

like a Golfer so. Implying

42:01

that even if you're not golfing be

42:03

so, have a cocktail and you're skiing

42:05

Earth are doing other things right. So

42:07

hopefully after soon, hopefully when her down

42:09

the mountain. That's

42:11

a great voice as a guy. press

42:14

yeah, no drugs years today. Or

42:17

Andrew. Any last words of wisdom for Turner

42:19

Know I think turn are you doing an

42:21

awesome job and I would encourage you to

42:23

think a little bit broader and certainly bring

42:25

on people. I think that the good news

42:28

here is that there's a lot of people.

42:30

In the space that are eager for brands that are

42:32

doing something special and unique, it's you. it's up

42:34

to you to unlock can find that pivot the same

42:36

way the Cliff Founder did the same way I did

42:38

at or again the same way Others are opened that

42:41

up as wide as possible and I think you'll see

42:43

a lot more opportunities. Term don't.

42:45

Just and frankly a golfer think like a

42:47

golfer. I love it. I can I trade

42:49

Martha Demand as I get yours. Got it?

42:52

It's yours. He got. It's just semi destructive

42:54

residuals of turrets and rats. Thank you so

42:56

much for for calling him and will be

42:58

will be watching. Thank. You both am

43:01

humbled by this opportunity. Thank you! Thank.

43:03

You. Thank. You. Hate

43:05

radiology and see you can cocktails pretty

43:07

pretty cool a means that every day

43:09

and said that you come across or

43:12

maybe you do our know. People

43:14

who are in your profession who. Basically.

43:17

Make a wanna make a pivot and to

43:19

the the world of entrepreneurship. Know, I'd

43:21

say it's exceedingly rare, but I think

43:23

I love hearing stories like this. and

43:25

I think doing things that you've never

43:27

done before is the most exciting thing.

43:29

And there's there's growth. But there's also Guy

43:31

would say growth and comfort never coexist,

43:33

right? Since you have to kind of

43:35

get out of what you're accustomed to to

43:38

find that growth. So it's It's great

43:40

to hear these stories. I love it

43:42

or an end your we're gonna take

43:44

another quick break when we come back. Founder

43:46

of who's got their product in a

43:48

recruiter? Target Stores. But and you'll had

43:50

be any. Love from investors. Stay with

43:52

us and Guy rise and hopefully with

43:54

that the answers here. On the advice

43:56

line I built this land. This.

44:01

Episode is sponsored by Square Space.

44:03

Square Space is the all in

44:05

one website platform for building your

44:07

brand, engage in your customers, and

44:10

growing your business online. So if

44:12

you're running a business like the

44:14

founders on this show that you'll

44:16

love some of Square Space as

44:19

features. Choose from professionally curated layout

44:21

and styling options to build a

44:23

unique website that's optimized for every

44:25

device and with integrated Se O

44:28

tools, your website will show up

44:30

more often. To more people, no

44:32

matter what you sell, Squarespace has

44:35

the tools you need to run

44:37

your business online, including lots of

44:39

payment options for customers a check

44:41

out as well as easy client

44:44

invoicing. And Squarespace has tons of

44:46

analytic so you know we're all

44:48

your site visits and sales are

44:51

coming from. To check out squarespace.com

44:53

for a free trial and when

44:55

you're ready to launch, go to

44:58

squarespace.com/built to save ten percent of

45:00

your first. Purchase of a website

45:02

or domain. This.

45:04

Episode Is brought to you by

45:06

State Farm: Are you on the

45:08

market for small business insurance? State

45:10

Farm knows that your business is

45:13

your life. In fact, State Farm

45:15

agents are small business owners to

45:17

so they know what it takes

45:19

and they can help you create

45:21

a personalized insurance plans that fits

45:23

your small business needs. Small business

45:25

insurance from State Farm like is

45:27

a neighbor, State Farm is there.

45:30

Talk. To your local agent today. Hey

45:40

welcome back to the lifeline on high

45:43

built this lab. My guy rises. So

45:45

Andrew ah spring or less caller I

45:47

think we've got Catherine on the line.

45:50

Catherine hello design or yellow cabs are

45:52

welcome I'm please tell us your name,

45:54

move them your business and way from.

45:57

Ah my name is tucked inside on the for

45:59

Founder and see. Yeah of not just cow

46:01

and we make really delicious very or

46:03

said all I could say for this

46:05

crowd of sugar added know town comments

46:07

are pasta sauces and salads. I think

46:09

it's a really support for the families

46:11

of elite maintenance. I'll. Mace.

46:13

And where were you based or to live? Somerville.

46:16

Massachusetts. Oh cool, Nice

46:18

are a So Catherine. What? What is

46:20

the question? You prefer a sleigh. My.

46:22

Question today is around fundraising so Michael, Founder

46:24

and I are reading your seed round and

46:27

a million dollars and behind the first steps.

46:29

In and keeps me from to served

46:31

as he left the green to the

46:33

planet to see to be. Nice

46:36

to meet. An.

46:41

Interesting to hundreds of meters and

46:43

we had me some distribution. Sunblock

46:45

me that my question is how do we

46:48

connect to those right angel investors family offices?

46:50

maybe B C or into said and a

46:52

company has these like mine has in for?

46:54

I know you know that it's. Impossible to

46:57

get from plenty of may be sir. Okay

46:59

we'll get to the question in indices

47:01

and as the moment for a couple

47:04

questions for you. So I'm not just

47:06

code, these are sauces. Dressings

47:09

I'm headed you'd get get the said he

47:11

at tell me where where came from. In,

47:14

we spent my whole career the Personal South

47:16

in a writer and have Connor instructor on

47:18

until this M C and I realize like

47:20

most people cannot afford a Personal South A

47:22

Nice It's really wanted to have a wider

47:25

audience gets and are that has. He. Not

47:27

as I'm I think you both our parents and

47:29

know what a challenge that can be. They get

47:31

in on the table here. Not. Easy. Yeah

47:34

I do it every night and it's it's

47:36

my my time to myself and is a

47:38

lot of work and so this is basically

47:40

you decided that you are to create ways

47:42

to make it easier for people to make

47:44

dinner but with sauces and which was really

47:46

is where is all about like you can.

47:48

Throw. A piece of fish in the pan but does he get

47:50

a good sauce on it that he have a really good dinner. See.

47:53

You know that a lot of. Zone

47:55

so this product is called

47:57

and or tendency to. Freaking

48:01

out because they did it hurt my dream

48:03

of from here in every week and will

48:05

finally turned the fuck the vegetable into something.

48:07

More family. How long will it started as

48:09

a pop tart? Have a look all right

48:11

out of Rehab. Super Bowl of Ramen on

48:13

top I am I colorado some pot and

48:16

foul. I cornered Michael father went to six

48:18

months pregnant after a cooking class people together

48:20

and said i think that descendants of are

48:22

in need more of these ten you're starting

48:24

up at. An end And Catherine,

48:26

what tell me up for like ooh

48:29

wow, how are you? How did you?

48:31

As initially Hamas has to do just.

48:34

Bootstrap, It or did you raise a little bit of

48:36

money from friends and family? Uses the companies

48:39

and so we actually thirty thousand twenty two

48:41

them. but at that point make with others

48:43

were working nights and weekends they were putting

48:45

system that. We were

48:47

delivering to use local

48:49

businesses. Eventually. Convinced and

48:51

of my personal scent plans. To identify money

48:53

and that with the really hilarious pets, right? Like

48:55

Give Me or. Money's like and start making

48:57

his and or can go to something over

49:00

there was the food is and really great

49:02

and we have raised one point seven million

49:04

city so ah that we were able to

49:06

create or first high skill is leaking distribution

49:09

and of were at a point now with

49:11

the growth and at we need for me.

49:14

And. He does race again. I'm. So

49:16

question for you Catherine, As as you're thinking

49:18

about the business, one of the most important

49:20

thing for investors is to understand the use

49:23

of proceeds. Meaning if we're going to invest

49:25

capital into your brand, how exactly are you

49:27

going to use the capital? and in what

49:29

way. So. A little surveys

49:31

and million dollars I think the about half

49:34

an hour to go on. The.

49:38

Tape. Recording everything. Everything in

49:40

the city center so a lot of

49:42

it is going to marketing. We are

49:44

going. To send one hundred percent organic

49:46

and for mouse There is also some

49:48

pronouncements on, but they seem to think

49:50

that supports most of the payroll and

49:52

it really is able to take advantage

49:54

of these we tell opportunities we. Wouldn't. Be

49:56

able to the last able to support them. Today.

50:00

Catherine Curious to to understand a little bit

50:02

more about the business. Where is where your

50:04

biggest sales today? Is it online? Is it

50:06

in the stores today? or sourcing the we

50:08

do have a direct to consumer visit. Shipping

50:11

plastics the country as wheeler is

50:13

pretty early. Spring

50:15

or Summer of last season for actually

50:17

unsolved fills me to a lot of

50:19

fell through Target in the two hundred

50:21

and forty door which are across the

50:23

country and now we're often a lot

50:25

of press resource like Central Market and

50:27

know yes and a result. Fans And

50:29

then I felt pressure towel. And

50:31

how are they doing How Emmys

50:33

it's You know you're on a

50:35

shelf, had to target or elsewhere

50:37

with ads seven to ten to

50:39

fifteen to twenty five other brands.

50:41

How how are of events and

50:43

you know your sales So far,

50:45

how are you getting this in

50:47

front of. Consumers know.

50:50

So it is a challenge because we

50:52

have on. Be. Don't have a

50:54

massive budget that we have as I mentioned be

50:56

mean money previously and we find that were silly.

50:58

What must work really well for us is a

51:00

high low from us. Insanity of people love our

51:03

product and went to tie them and some a

51:05

combined. Them So for instance with to

51:07

sign up for promotion at target and

51:09

saw three hundred percent was. In. His

51:14

meet with Switch to pieces that. Being

51:18

said, the be willing to listen and

51:20

more percent because I'm were not valid

51:22

are one of the. Players around. Yeah.

51:25

I think I think what you just said

51:27

captain goes a very long ways and I

51:29

think it's step one. One of the most

51:31

important things you can do and looking to

51:33

raise money as his craft that compelling story

51:35

right? So as an investor investors all they

51:37

want understand your vision of course the market

51:39

opportunity and how it's differentiated. but they also

51:41

want to know exactly how you going to

51:43

use the money and what it's going to

51:45

do to catapult the brands right. So a

51:47

concise and compelling hits fact that highlights your

51:49

brand's uniqueness and the fact that this is

51:51

how are you going to the money you

51:53

going to get to this stage. That

51:55

goes a very long ways. I would say that's

51:57

number one. like so you're traction what you just.

52:00

Scribe, showcase your achievements, your your distribution, your

52:02

velocities, your margins. All those things I think

52:04

are critical and that's the base and the

52:06

foundation. And then as you go out I

52:09

think think of it a lot. Like is

52:11

lot of people say finding money is difficult

52:13

and it absolutely is. but it comes a

52:15

little bit easier as he go out there

52:18

and you date as many people are as

52:20

many ancestors as you can. You're getting out

52:22

in front of our family offices, you're getting

52:24

in front of the angels. So like networking

52:27

events, it's competition. Switch: there are many now

52:29

rights are joining. Angel investor groups to kind

52:31

of build relationships and I get I'm happy

52:33

to send you some so that helps, but

52:35

getting and out in front of as many

52:37

investors as possible I think. although a very

52:39

long way to answer. Tell me a little

52:41

bit about the and the and just anecdotally,

52:43

I'm hearing that the. The.

52:45

The funding up series are are

52:47

harder now and you know for

52:49

a variety of is especially around

52:51

consumer and especially in the food.

52:53

doesn't mean that that isn't money

52:55

it doesn't his not available There

52:58

is money but is is that

53:00

true or is that just kind

53:02

of yell mythology the to hear

53:04

people talking about. Know. I'd say

53:06

I'd say it's accurate, guy. it is. It

53:08

is a bit more difficult today for sure.

53:10

I mean, few years ago there's investors throwing

53:12

money at anything and everything that has since

53:15

corrected. So I think investors are looking for

53:17

a sound business that's on the road to

53:19

profitability that shows those velocities. It's one thing

53:21

to get into a thousand stores, but it

53:23

matters more to investors to be in one

53:26

hundred stores and sell the daylights out of

53:28

those cells, right? So I think it's a

53:30

little bit different mindset. Investors are being more

53:32

cautious and more prudent. see have to keep

53:34

that in mind. As you proceed with investors.

53:37

Were. I like about this product is the

53:39

branding that the design the so nice and

53:41

clean and it reminds me of like a

53:44

crate and barrel. it's is very clean and

53:46

can see the he can see the ingredients

53:48

and side arm. But. In

53:50

order to get people to try it

53:53

right? Andrew, What What I mean? I'm

53:55

limited money with limited funds for their

53:57

i can wield the higher four hundred

53:59

different. Samplers and cut the

54:01

stores around the country. What?

54:03

Are ways to get people to just tasted

54:05

to try the pasta sauce or the salad

54:07

dressing. Yeah, today we live

54:10

in a digital focus worlds and you're

54:12

in the best category for that. People

54:14

are eager for recipes for food to

54:16

see a month. Saps to see it

54:18

from mom's that have five kids and

54:20

don't have time for things I think

54:22

in your case, cats and you have

54:24

a very interesting opportunity to partner with

54:26

a lot of micro influencers. I'm not

54:28

talking about expensive celebrities that have millions

54:30

of followers, I'm talking about that parents

54:32

of for her that has no time

54:34

and is looking to find the great

54:36

recipe but has ten thousand super engaged

54:38

followers. I think that's how you get more

54:40

and more people to try your product because they're going

54:42

to follow the people they trust. Are

54:45

you doing any of that cavern And

54:47

nodding? San. Francisco, a happy to

54:49

see literally just launched. On my preference

54:51

against our apps and getting nice of

54:53

ourselves as something that will eat your

54:55

you know I think about I'm a

54:57

me. Of course. influencers have a huge

54:59

impact on on products. I think about

55:01

Pup. There's a rental grads that drives.

55:03

I Got sites and Oliver Brandy See

55:05

it Every has a sweet we have

55:07

You can you knew their sights? Amazing

55:10

Andrew Like that you do. This is

55:12

a relatively new product and brand and

55:14

they've just gone everywhere. I think that

55:16

it's whatever playbook they used. And.

55:18

Maybe they responded by some I at know

55:20

but it's been really effective. And

55:23

I think that there are there things to

55:25

learn about that I don't know if it's

55:27

it's certainly not so easy, but it seems

55:29

like they worked with certain types of influencers.

55:32

To. Get that product and from the people's eyes

55:34

yeah I would. I would add to that

55:36

guy and say cause I've I've fascinated by

55:38

that brand because more and more people that

55:40

didn't use olive oil are using it now

55:42

and I think there's a convenience for the

55:44

arts or Catherine you talked about earlier Glasses

55:47

very hard to ship and that's very true,

55:49

but I think that is a major unlock

55:51

for you. Amazon for us is a major

55:53

business is huge and I think it's a

55:55

major opportunity for you. I was looking prior

55:57

to our call the number one selling pasta

55:59

sauce. Amazon is in a forty five ounce

56:01

plastic jar, right? and us that may compromise

56:04

the products, but taking a page out of

56:06

the Book of Groza is maybe you can

56:08

eventually have something a different form factor. Maybe

56:10

you don't do it today, but something for

56:12

investors to. So we are going to revolutionize

56:14

the way this is ships and the way

56:16

this is stored in the way this is

56:18

used. So people using a lot more of

56:21

our Sos. I'm not saying that's the concept,

56:23

but you have to think like that for

56:25

the next investor on box. I

56:28

mean it would. It wouldn't be as. Beautiful mountain,

56:30

the jars hundred maybe a tetra pak for a

56:32

city or that's not plastic. and maybe there's an

56:34

online strategy and in in retail strategy. And what's

56:36

nice about that is you have your price packed

56:39

architecture where it's different prices and they're not fighting

56:41

with each other. So I love that idea. and

56:43

I think it's something that could be a major

56:45

unlock for you, something to keep in the back

56:47

you might. Wanna. Quick

56:50

question I have for you both is he

56:52

Now as I said earlier and. Teeth

56:54

and nutrition are really chino. Think about

56:56

what do you think a real differentiator

56:59

is? the versatility of the unintended. Pregnancy

57:01

and. Thirteen

57:04

Boss I marinated. The somebody

57:06

way things are. educating consumers can

57:08

be challenging and I'm curious Evil

57:11

has this incredible treated like how

57:13

would you suggest I have that

57:15

I'm not Education's. Yeah. I

57:17

mean today it's a Qr code right and that

57:20

you also have kind of on your bottle. you

57:22

say different things on the front of it. maybe

57:24

it's a starter for a chili or six. Shook

57:26

our things like that that I found the jar

57:28

was I thought was smart. So I think one

57:30

question that I have for you back to Catherine

57:32

is it confusing at all for consumers as they

57:34

see your product has not just pasta sauce that

57:36

maybe it's it's actually something that might be not

57:38

helpful. Or you see that it's super helpful. Yeah.

57:41

So it's interesting to. See back with a

57:43

moment and the businesses crown what we've heard

57:45

as people pick us up a support sauce

57:47

and in one thing came to the brand

57:49

they start playing is currently to use. that's

57:51

an endless and the same with fire that

57:53

are. some of them. Didn't see an elixir

57:55

of a light bulb moment, but I still

57:57

feel likely to be doing a lot more.

58:00

I am in order to benefit our

58:02

our customers and of course increase velocity

58:04

the more for us. I wonder

58:06

if is away without being too that drink too

58:08

much stuff on there but and maybe Qr code

58:10

is one one. One. Solution that

58:12

it says the same started chile or

58:15

simmer for trigger You literally say. Crack

58:18

to exists or you know I'm pour

58:20

it over a piece of roasted salmon.

58:22

Our just something where people are like

58:25

oh yeah okay great on my get

58:27

some salmon. I'll do that. We just need your voice

58:29

to say I see I. It's got her would help

58:31

a lot of purpose as the other thing that

58:33

I was thinking to Catherine is like i you

58:36

know putting those the veggies that are in their

58:38

i think that's very different shooting and very unique

58:40

writing but it's something that you kind of have

58:42

to discover and and know and turned the back.

58:44

I think leading with that may be could help.

58:46

The other thing is like use ten veggies. It

58:49

should also be ten veggies, ten uses or anything

58:51

like leverage was you're already pushing on and use

58:53

that front of pack and I think that's going

58:55

to help with value and people will get it

58:57

right away and you can distill that down to

58:59

the right marketing. Language but I think there's something

59:01

there. Upon. For. Sure

59:04

for sure. Catherine Smart. Not just

59:06

company the like and rats, it's

59:08

awesome Death. Congratulations Catherine Monkeys make

59:10

you so much. Yeah, I mean

59:12

do Golden Beats characters are kind

59:14

of things in here. Andrew. All

59:16

kinds of goodness and they're gonna

59:18

bring that to the front. Sometimes

59:20

you can bring that to the

59:22

front. Yeah, I'm Andrew. Thank you

59:24

so much for coming back onto

59:26

the show's been amazing haven't you?

59:28

Always an honor from a guy?

59:30

Thank you for inviting me. Thanks

59:32

for sharing. Your wisdom advice rates Advice

59:34

Super super valuable Amundsen By the way if

59:37

you haven't heard the story of or again

59:39

Andrews incredible story really I mean like I'd

59:41

have I'm just gonna say one the best

59:43

episodes of Huddled This ever so good sense

59:46

to that up go back and check it

59:48

out. You can buy your podcast you will

59:50

put a link in the in a description

59:52

so description I'm and think you of course

59:55

for listening to our Baseline this week of

59:57

if you are working on a business and

59:59

he would like the be on the show

1:00:01

please send us a one minute message that

1:00:03

tells us about your business and issues are

1:00:06

questions are challenges that you like help with

1:00:08

and of course make sure that for for

1:00:10

to reach you you can send us a

1:00:12

voice memo at each Abt and Id that

1:00:15

wonder he doesn't com or you can call

1:00:17

one eight hundred four three three one two

1:00:19

nine eight and leave a message there and

1:00:21

again. Will put all this and the show

1:00:24

notes and will see like your next week.

1:00:26

Thanks and thanks so much for listening to

1:00:28

the show this week. This episode. Was

1:00:30

produced by Carla as Diverse with music

1:00:32

composed by Rum Diener Blue. He was

1:00:35

headed by John Isabella or audio engineer

1:00:37

was seen in the Fredo. New production

1:00:39

staff also includes L his Sean Casey,

1:00:42

Herman Christmas he needs a link posts

1:00:44

Cheesy Howard, Catherine Safer and Carry Thompson

1:00:46

Malaya A Good Dello neither grants and

1:00:48

samples and I'm Guy Rise and even

1:00:51

listening to the advice line on how

1:00:53

I built the slab. If

1:00:58

you like how I built this,

1:01:00

you can listen early and ad

1:01:02

free right now by joining Wonder

1:01:04

He plus in the Wonder He

1:01:06

app or on Apple Podcasts. Prime

1:01:08

members can listen ad free on

1:01:10

Amazon music. Before you go, tell

1:01:12

us about yourself by filling out

1:01:14

a short survey at Wonder he.com/survey.

1:01:16

Doctoral. To was like no other

1:01:18

Course true for twenty foot vertical Spurious.

1:01:21

Three lot of such stress suffer that

1:01:23

driver go for maximum acceleration of the

1:01:25

stuff that short straightaway to push from

1:01:28

zero to seventy For the first part

1:01:30

of what about the role that rollback

1:01:32

such your phone explosive reverse point Four

1:01:34

hundred Twenty Skies Zero Total weightlessness. Four

1:01:37

hundred twenty feet of straight up speed.

1:01:39

Let's get it. So thrilled to the

1:01:41

world's tallest and fastest triple on Strata

1:01:44

Coast is your to Cedar. point.com.