When you first start a company or launch a product, you always have big dreams. You picture the massive deals, the millions in revenue, the corner offices and hiring a huge team. But before any of that happens, you have to tamp down those dreams and live in the real world, doing the hard, often year-long work on the ground proving your concept, talking to anyone who is willing to give you feedback, and knocking on doors to try to make a single sale. Kelley Higney trodded that path — in fact, she got her start selling her product at her daughter’s bake sales. Her fellow moms were her beta testers and, but they were also the wellspring of feedback and proof of concept she needed to bring her product to the next level… and to those great heights most people dream of.

Kelley is the founder and CEO of Bug Bite Thing, a safe, chemical-free solution for stopping a reaction to bug bites in their tracks. Today, Bug Bite Thing is available in more than 25,000 stores and has the backing of Shark Tank shark, Lori Grenier (who even gave Kelley her famous “Golden Ticket” when Kelley appeared on the show). On this episode of Up Next in Commerce, Kelley broke down all of the hurdles she had to overcome to reach that point. She discusses the strategies she used to protect her brand before even going into distribution, and she talks about the importance of community and feedback. Plus, stick around to hear about how she and Lori work together. Enjoy this episode!

Main Takeaways:

• Any Feedback is Good Feedback: Even when you are just starting out, you should be pitching your product and accepting feedback from anyone and everyone. The early users and beta testers will guide you through your initial iterations and highlight some problem areas you might be blind to that you can address before going more mainstream.
• Distribution is a Dangerous Game: It’s not a matter of if, but when copycats will come after you. When you start to distribute widely, copycats will come out of the woodwork and you have to be prepared. Do the work beforehand to learn how to protect your brand and fight against knockoffs. Even if you think you don’t qualify for a patent or other legal protection, reach out and try because it’s better to have any kind of legal backing than none at all.
• Find a Mentor: You don’t need to go on Shark Tank to find a business mentor. There are people in your network or on the periphery who you should tap into and who can guide you through the highs and lows of business. Doing it on your own is a pipedream. Every successful person has had a team behind him or her, and the truth is, having help will get you to your goals faster.

For an in-depth look at this episode, check out the full transcript below. Quotes have been edited for clarity and length.

---

Up Next in Commerce is brought to you by Salesforce Commerce Cloud. Respond quickly to changing customer needs with flexible Ecommerce connected to marketing, sales, and service. Deliver intelligent commerce experiences your customers can trust, across every channel. Together, we’re ready for what’s next in commerce. Learn more at salesforce.com/commerce

---

For a full transcript of this interview, click here.