The Story of a Brand Show

This episode is brought to you by Sendlane.

Food is very indulgent, but it can also be bright and made with clean ingredients, says Simón Sacal, Co-Founder and CEO at Solely Inc. It should also be fairly priced, he adds.

One of the company's first products was a fruit jerky, which was a completely different product at the time. It immediately grabbed the attention of Whole Foods 365.

The idea for a sustainable fruit product came out of their supply chain logistical challenges in Mexico.

"It's impossible to create an entirely different product without a completely different process, and it's impossible to have a completely different process unless you make it or have someone that can make the machines," Simón says.

In Part 1, Simón talks about:

* The early support the brand got from Whole Foods 365. * His company's history with food technology and the resulting products. * Solely's lunchbox program in Latin America provides healthy and affordable fruits for children. * The unique challenges of launching a new food product in Mexico. * How it's difficult to grow fast without considerable expenses.

Join Ramon Vela and Simón Sacal as they break down the inside story on The Story of a Brand.

For more on Solely, visit: https://solely.com/ 

Subscribe and Listen to the podcast on all major apps. Simply search for “The Story of a Brand,” or click here to listen on your favorite podcast player: Listen now.

*

This episode is also brought to you by Sendlane.

If all DTC companies were forced to turn off Facebook ads, they'd be dead on arrival. Why is that?

They over-invest in paid acquisition and under-invest in retention.

Luckily, Sendlane makes it easy to solve this problem. Sendlane is an E-Commerce Customer Experience Platform helping hundreds of DTC brands to tighten their existing customer relationships.

Sendlane automates personalized customer experiences through Welcome and Abandoned Cart workflows, SMS, Deep Data Integrations with Shopify and WooCommerce, multi-store functionality, and much more.

Plus, they don't stand for lazy customer support. Their San-Diego-based team has an average 1-minute response time from a live human, making sure you never get stuck in a chat queue ever again.

Curious about how Sendlane can help your DTC brand grow? Schedule a demo with a Specialist. Visit https://www.sendlane.com/story 

This episode is brought to you by Ordergroove.

The world has changed "massively" because of the COVID pandemic, says Matt Edmundson, Host of the eCommerce Podcast and Founder & CEO of Aurion Digital. But the principles of business remain the same: Connect with your consumers, communicate with them, and use that to determine when you need to pivot.

Did too many businesses rush to digital too quickly during the pandemic? Matt thinks so. Keep it simple, but serve your customer, he advises. The solution isn't always to convert 100 percent to digital.

One principle to always follow is simply this: The customer wants to be communicated with. Communicating with a customer - the tactic needed - changes over time. Matt says it could be SMS, email, Instagram, Facebook, or YouTube. Be prepared to change the tactic, but not the principle.

In Part 2, Matt talks about:

* How to look at your business from the point of view of your customers. * Don't overcomplicate your pivots. * Business tactics change, but principles don't. * Why a company like Peloton didn't learn the lesson of communicating with customers. * How his eCommerce podcast has connected him with people from around the industry. It opens doors that he didn't know existed. * Podcasts take time to get results. Be patient but remain dedicated. * What e-commerce products interest him most. * Digital is a world that changes every 18 months. To succeed, prioritize and simplify.

Join Ramon Vela and Matt Edmundson as they break down the inside story on The Story of a Brand.

For more on Matt Edmundson, visit: https://auriondigital.com/ 

Subscribe and Listen to the podcast on all major apps. Simply search for “The Story of a Brand,” or click here to listen to your favorite podcast player: Listen now.

*

This episode is brought to you by Ordergroove.

It’s time to let your customers enjoy the products they love without the friction of reordering...

That’s why innovative brands like Peet’s Coffee and Il Makiage rely on Ordergroove’s subscription solution to build long-lasting relationships that drive recurring revenue.

From enrollment incentives to churn-fighting AI, Ordergroove gives your business the tools it needs to be a subscription success story.

Book a demo today and receive 2-months off your contract. Visit https://www.ordergroove.com/story/ 

This episode is brought to you by Ordergroove.

E-commerce is a passion for Matt Edmundson, who’s been involved with the Internet since the late '90s when he wrote his first website as a side hustle. Today, he continues to work in e-commerce as the Host of the eCommerce Podcast and the Founder and CEO of Aurion Digital.

Matt says that he always had the desire to be in business for himself from an early age. A stint of volunteer work reinforced that idea and showed him the world was bigger than one person.

He says that the early days - beginning his career writing websites - was "more by accident than design," but that didn't diminish his thirst to run his own business.

If you want to get started in entrepreneurship, go work for someone for free for three to six months, Matt says. Get some skin in the game.

In Part 1, Matt talks about:

* As an entrepreneur, it's essential to keep your family - even your kids - informed of dramatic changes or surprises in your business. * How his drive to work for himself began at an early age. * His start in the health spa industry. * Why millennials struggle in the workplace. * The chicken-and-the-egg argument over the phrase "Find your passion, and you'll never have to work another day in your life."

Join Ramon Vela and Matt Edmundson as they break down the inside story on The Story of a Brand.

For more on Matt Edmundson, visit: https://auriondigital.com /

Subscribe and Listen to the podcast on all major apps. Simply search for “The Story of a Brand,” or click here to listen to your favorite podcast player: Listen now.

*

This episode is brought to you by Ordergroove.

It’s time to let your customers enjoy the products they love without the friction of reordering...

That’s why innovative brands like Peet’s Coffee and Il Makiage rely on Ordergroove’s subscription solution to build long-lasting relationships that drive recurring revenue.

From enrollment incentives to churn-fighting AI, Ordergroove gives your business the tools it needs to be a subscription success story.

Book a demo today and receive 2-months off your contract. Visit https://www.ordergroove.com/story/ 

This episode is brought to you by Sendlane.

Zuzi began with just one flavor for two reasons: to prove the market was there, and because the resources weren't there yet for further options, say Oscar De la Peña and Ana Victoria De la Garza, the company's co-founders.

Looking back at the startup's early days, Oscar says in hindsight, he'd have done more research. But reaching the proper government departments with their questions was a challenge during the COVID shutdown era.

The couple's overall philosophy through Zuzi's creation has been this: Time is going to pass anyway, so you might as well start something now.

In Part 2, Ana Victoria and Oscar talk about:

* How rules governing spirit sales guided Zuzi in early manufacturing decisions. * The need to have the right questions to get the right answers. * The need for persistence in getting approval from agencies. * The attitude of "start today," don't put off your dreams. * How cold-calling was their go-to sales strategy at the start. * Their push with social media and influencers. * Their future plans include adding seasonal flavors and other product lines that aren't necessarily coffee-based.

Join Ramon Vela, Ana Victoria De la Garza and Oscar De la Peña as they break down the inside story on The Story of a Brand.

For more on Zuzi, visit: https://www.drinkzuzi.com/ 

Subscribe and Listen to the podcast on all major apps. Simply search for “The Story of a Brand,” or click here to listen on your favorite podcast player: Listen now.

*

This episode is also brought to you by Sendlane.

If all DTC companies were forced to turn off Facebook ads, they'd be dead on arrival. Why is that?

They over-invest in paid acquisition and under-invest in retention.

Luckily, Sendlane makes it easy to solve this problem. Sendlane is an E-Commerce Customer Experience Platform helping hundreds of DTC brands to tighten their existing customer relationships.

Sendlane automates personalized customer experiences through Welcome and Abandoned Cart workflows, SMS, Deep Data Integrations with Shopify and WooCommerce, multi-store functionality, and much more.

Plus, they don't stand for lazy customer support. Their San-Diego-based team has an average 1-minute response time from a live human, making sure you never get stuck in a chat queue ever again.

Curious about how Sendlane can help your DTC brand grow? Schedule a demo with a Specialist. Visit https://www.sendlane.com/story 

This episode is brought to you by Sendlane.

Oscar De la Peña and Ana Victoria De la Garza wanted to make a hard beverage brand that "talked directly to coffee lovers" because they didn't see anything like it on the market. Their quest led them to become co-founders of Zuzi.

The husband and wife team had been working comfortable corporate jobs and were pondering buying a house but couldn't shake the itch of starting a project on their own. The idea of an espresso martini was the idea that stuck with them.

Within hours of signing a contract to buy that home, they changed their minds and devoted the funds instead toward their new business idea.

Zuzi debuted just as the economy slowed down due to the COVID pandemic. Manufacturers were focused on making hand sanitizer and weren't interested in helping a startup with their project. That was a bump in the road.

In Part 1, Ana Victoria and Oscar talk about:

* Their gratitude for the support they've gotten from friends and family. * How they changed gears from safe careers in the corporate world to pursue their entrepreneurial dream. * How Oscar's journey from Mexico to college in the U.S. influenced and inspired the direction of their careers. * Embracing the risk of leaving behind fixed salaries for something they always wanted to do. * The challenge of creating a startup product at the dawn of the COVID pandemic.

Join Ramon Vela, Ana Victoria De la Garza and Oscar De la Peña as they break down the inside story on The Story of a Brand.

For more on Zuzi, visit: https://www.drinkzuzi.com/ 

Subscribe and Listen to the podcast on all major apps. Simply search for “The Story of a Brand,” or click here to listen on your favorite podcast player: Listen now.

*

This episode is also brought to you by Sendlane.

If all DTC companies were forced to turn off Facebook ads, they'd be dead on arrival. Why is that?

They over-invest in paid acquisition and under-invest in retention.

Luckily, Sendlane makes it easy to solve this problem. Sendlane is an E-Commerce Customer Experience Platform helping hundreds of DTC brands to tighten their existing customer relationships.

Sendlane automates personalized customer experiences through Welcome and Abandoned Cart workflows, SMS, Deep Data Integrations with Shopify and WooCommerce, multi-store functionality, and much more.

Plus, they don't stand for lazy customer support. Their San-Diego-based team has an average 1-minute response time from a live human, making sure you never get stuck in a chat queue ever again.

Curious about how Sendlane can help your DTC brand grow? Schedule a demo with a Specialist. Visit https://www.sendlane.com/story 

This episode is brought to you by Yotpo.

Why should salad dressing always be served on the side, ponders Kristi Knowles, CEO of Mother Raw. If it's super pure, clean, and organic, you should pour it on freely.

Mother Raw's products are versatile and don't fit into a single category. A dip can be a spread or a dressing and the other way around.

Kristi says there's a supportive network among entrepreneurs in the natural food and beauty space - rather than a competition - because the common goal is making a positive impact.

In Part 2, Kristi talks about:

* How condiments can be a great way to transition to a plant-based diet. * Entrepreneurs can avoid mistakes if they're part of a network of like-minded supporters rather than competitors. * Her company's priority in the COVID pandemic was delivering 100 percent service levels. * The importance of controlling manufacturing from start to finish. * The freedom of beginning the company without needing millions of dollars from investors. * The value of getting the right certifications for the products. * Take the product seriously so the consumer can have fun. * Ask yourself, "what unique thing can I do today to make an impact."

Join Ramon Vela and Kristi Knowles as they break down the inside story on The Story of a Brand.

For more on Mother Raw, visit: https://motherraw.com/ 

Subscribe and Listen to the podcast on all major apps. Simply search for “The Story of a Brand,” or click here to listen on your favorite podcast player: Listen now.

*

This podcast is supported by Yotpo, the leading eCommerce marketing platform for brands looking to drive customer loyalty.

As I’m sure many of you know, customer retention is the new acquisition. With Yotpo, brands can provide value through a strategic loyalty program — and ensure shoppers come back time and again.

Want to know more? Visit https://yotpo.com/storyofabrand 

And turn your one-time shoppers into lifelong brand lovers.

This episode is brought to you by Yotpo.

Mother Raw was born from a simple idea - "why can't your salad dressing be as healthy as the salad," says CEO Kristi Knowles. That's why the company's motto is "Put good on good."

Kristi wanted to use the company's focus on nutrition and wellness to impact the larger population and environment.

Coping with fear is a common challenge for entrepreneurs, Kristi says, and she certainly felt it as someone moving from a large corporate environment to a smaller operation. But what helped her push through was the support she got from others around her.

In Part 1, she talks about:

* Her support from her own "Fab Five," a group of female business executives in the food manufacturing industry. * How it makes more sense to eat a plant-based diet - whether for health, animal welfare, or sustainability. * Her entrance to the company was initially intended to help extend the brand. * How belief in Mother Raw's product and mission provided the necessary "belief" to overcome any fears. * How her diet evolved from plant-based to vegetarian to vegan.

Join Ramon Vela and Kristi Knowles as they break down the inside story on The Story of a Brand.

For more on Mother Raw, visit: https://motherraw.com/ 

Subscribe and Listen to the podcast on all major apps. Simply search for “The Story of a Brand,” or click here to listen on your favorite podcast player: Listen now.

*

This podcast is supported by Yotpo, the leading eCommerce marketing platform for brands looking to drive customer loyalty.

As I’m sure many of you know, customer retention is the new acquisition. With Yotpo, brands can provide value through a strategic loyalty program — and ensure shoppers come back time and again.

Want to know more? Visit https://yotpo.com/storyofabrand 

And turn your one-time shoppers into lifelong brand lovers.

This episode is brought to you by Sendlane.

The best taste-testers are kids, says Julie Butcher, Founder and Owner of The Vegan Knife, because they're honest about what they like and dislike. When she won kids over with her recipes, Julie knew she was on the right track.

Bakeries began using The Vegan Knife's mixes and repacking them under their name, but Julie says she didn't mind. On the contrary, she was happy more people were enjoying the treats. Plus, it helped diversity the business.

Julie says she hopes her products change people's lives for the better by allowing them to enjoy treats they couldn't previously eat.

In Part 2, Julie talks about:

* How test-tasting at farmer's markets and grocery stores helped product development. * Her expansion from DTC to retail helped the company survive the COVID pandemic. * When bakeries began using the company's product under their name * Dealing with commercial bakeries was a challenge because of their professional equipment. * Diversification into the B2B side was an accident. * How her teenage son and his friends unknowingly became taste-testers. * Her company's inclusion in Forbes list of top entrepreneurs. * The importance of believing in yourself and your product. It's not a cliche. * Be very insistent on looking at your product run and improving it. * Future plans, including a pancake mix and a chocolate donut recipe.

Join Ramon Vela and Julie Butcher as they break down the inside story on The Story of a Brand.

For more on The Vegan Knife, visit: https://theveganknife.com/ 

Subscribe and Listen to the podcast on all major apps. Simply search for “The Story of a Brand,” or click here to listen on your favorite podcast player: Listen now.

*

This episode is also brought to you by Sendlane.

If all DTC companies were forced to turn off Facebook ads, they'd be dead on arrival. Why is that?

They over-invest in paid acquisition and under-invest in retention.

Luckily, Sendlane makes it easy to solve this problem. Sendlane is an E-Commerce Customer Experience Platform helping hundreds of DTC brands to tighten their existing customer relationships.

Sendlane automates personalized customer experiences through Welcome and Abandoned Cart workflows, SMS, Deep Data Integrations with Shopify and WooCommerce, multi-store functionality, and much more.

Plus, they don't stand for lazy customer support. Their San-Diego-based team has an average 1-minute response time from a live human, making sure you never get stuck in a chat queue ever again.

Curious about how Sendlane can help your DTC brand grow? Schedule a demo with a Specialist. Visit https://www.sendlane.com/story 

This episode is brought to you by Sendlane.

The Vegan Knife offers vegan, allergy-friendly baking mixes designed to taste just like the cakes and cupcakes you originally remember, says Julie Butcher, Founder and Owner.

The company's baking products also are easy to use: No mixer is required - just three ingredients and a whisk or spatula.

The Vegan Knife got its start at a farmer's market in Florida, where Julie would sell the completed baked goods. Demand from tourists, who wanted to make the same products back home, led to the creation of the mixes.

In Part 1, Julie talks about:

* The impact of being one of 10 winners of The Stacy's Rise Project. * How her health problems led to a diagnosis that she couldn't tolerate gluten, dairy, or shellfish. * The struggle to find food she could still eat led her to create her recipes. * How the company started selling baked goods at a local farmer's market, where demand from tourists led her to create mixes. * Her mission is to make her mixes "all-inclusive" in terms of allergies, dairy, and gluten.

Join Ramon Vela and Julie Butcher as they break down the inside story on The Story of a Brand.

For more on The Vegan Knife, visit: https://theveganknife.com/ 

Subscribe and Listen to the podcast on all major apps. Simply search for “The Story of a Brand,” or click here to listen on your favorite podcast player: Listen now.

*

This episode is also brought to you by Sendlane.

If all DTC companies were forced to turn off Facebook ads, they'd be dead on arrival. Why is that?

They over-invest in paid acquisition and under-invest in retention.

Luckily, Sendlane makes it easy to solve this problem. Sendlane is an E-Commerce Customer Experience Platform helping hundreds of DTC brands to tighten their existing customer relationships.

Sendlane automates personalized customer experiences through Welcome and Abandoned Cart workflows, SMS, Deep Data Integrations with Shopify and WooCommerce, multi-store functionality, and much more.

Plus, they don't stand for lazy customer support. Their San-Diego-based team has an average 1-minute response time from a live human, making sure you never get stuck in a chat queue ever again.

Curious about how Sendlane can help your DTC brand grow? Schedule a demo with a Specialist. Visit https://www.sendlane.com/story 

This episode is brought to you by Ordergroove.

According to Marc Bacher, Founder and CEO, consumers looking for hard floor options will find on Stuga's website a curated collection of products free of harsh chemicals and designed to last a lifetime.

Marc says that talking to customers every day is "such a fun part of the journey" for Stuga. That conversation allows for learning on both the homeowner's and Stuga's, making it an integral part of their company's success.

Because Stuga's market share is still small, the room for growth is tremendous and hasn't been affected by changes in the housing market, Marc says.

In Part 2, Marc talks about:

* Converting retail customers into online customers. * With a growing e-commerce model at work, business wasn't harmed during the COVID pandemic. * The company's focus is to deliver solutions that make consumers happy and solve their problems. * How hard work and dedication to their business model are designed to outlast larger competitors. * The challenges of supply and logistics. * Using European solutions as inspiration.

Join Ramon Vela and Marc Bacher as they break down the inside story on The Story of a Brand.

For more on Stuga, visit: https://stugastudio.com/ 

Subscribe and Listen to the podcast on all major apps. Simply search for “The Story of a Brand,” or click here to listen to your favorite podcast player: Listen now.

*

This episode is brought to you by Ordergroove.

It’s time to let your customers enjoy the products they love without the friction of reordering...

That’s why innovative brands like Peet’s Coffee and Il Makiage rely on Ordergroove’s subscription solution to build long-lasting relationships that drive recurring revenue.

From enrollment incentives to churn-fighting AI, Ordergroove gives your business the tools it needs to be a subscription success story.

Book a demo today and receive 2-months off your contract. Visit https://www.ordergroove.com/story/