Entrepreneurs Archives

Tifosi Optics: Insights from Founder Joe Earley on Building a Successful Sunglasses Brand

April 2, 2024

In this episode of Talk Commerce, I had the pleasure of speaking with Joe Earley, the President of Tifosi Optics, a leading sports sunglasses brand. Joe shared his journey of building Tifosi Optics from the ground up, navigating the competitive landscape of the sunglasses industry, and adapting to emerging trends in sports and lifestyle eyewear.

The Tifosi Optics Story: Filling a Gap in the Market

Joe and his wife, Elizabeth, started Tifosi Optics 21 years ago after identifying a gap in the market for high-quality, affordable sports sunglasses. As independent sales representatives in the cycling industry, they noticed a demand for sunglasses that offered the features of premium brands at a more reasonable price point.

“We found that there’s a lot of consumers out there that want that quality, but they just want a more reasonable price point. And so that’s what we’ve been able to kind of offer.” – Joe Earley

By focusing on delivering value to the end consumer, Tifosi Optics has grown from a small operation with 24 SKUs to a thriving business with a presence in over 3,500 retailers across the United States.

Staying Competitive in a Crowded Market

The sunglasses industry is highly competitive, with major players like Oakley and Ray-Ban dominating the market. To stay relevant, Tifosi Optics focuses on continuous product innovation and staying on top of trends in the sports and lifestyle categories.

“You definitely have to stay on the product gas. And for us, product is number one.” – Joe Earley

By consistently launching new models, color stories, and performance features, Tifosi Optics has maintained its position as a go-to brand for athletes and enthusiasts seeking high-quality, affordable sunglasses.

Adapting to the Rise of E-Commerce

In recent years, Tifosi Optics has embraced e-commerce as a significant part of its business strategy. While wholesale partnerships with specialty retailers remain crucial, the brand has seen substantial growth in direct-to-consumer sales through its website and Amazon store.

“At the end of the day, we’re servicing the end consumer. Our running specialty stores, our bike specialty stores, people like REI, they’re incredibly important to us. We’re not a, I think a lot of companies look at, they say they either be direct to consumer or I’m going to be wholesale. For us, as Jim Collins would say, we look at it as the beauty of the and, it’s not an or proposition.” – Joe Earley

By maintaining a balanced approach to wholesale and direct-to-consumer sales, Tifosi Optics ensures that its products are accessible to a wide range of customers while supporting its retail partners.

The Importance of Eye Protection in Sports

As an avid cyclist myself, I can attest to the importance of wearing high-quality, protective eyewear during outdoor activities. Joe emphasized the critical role that sunglasses play in shielding the eyes from UV rays, debris, and potential impact.

“You wouldn’t go out there and hang out in the sun for three or four hours without [sunscreen]. You know, you need to protect your eyes. So you do cause the same damage to your eyes, multiple sunburns, it’s gonna make your eyesight degenerate faster than it already is.” – Joe Earley

Tifosi Optics’ commitment to using shatterproof polycarbonate lenses and hard-coating technology ensures that their sunglasses provide the necessary protection for athletes and enthusiasts engaging in various sports and outdoor pursuits.

Emerging Trends: Pickleball and Bold Colors

Looking ahead, Joe identified two significant trends in the sports optics space: the growing popularity of pickleball and the demand for bold, vibrant colors in eyewear.

“Pickleball has been an area where we started to see reviews on our website where people were buying them and they’re like, oh, I’m using these for pickleball, these are great. And we’re like, wait a minute. So then we started setting up campaigns to market to them.” – Joe Earley

As pickleball continues to gain traction, Tifosi Optics has strategically targeted this market, collaborating with influencers and expanding its product offerings to cater to the specific needs of pickleball players.

Additionally, the brand has observed a shift in consumer preferences from classic black frames to more colorful and expressive options.

“It used to be black was the number one seller. Anytime we came out with the sunglass, you’d have four or five colors. And if you had a black version, it was always number one. That’s not it right now. It’s all about fun, bright colors.” – Joe Earley

By staying attuned to these trends and adapting their product lineup accordingly, Tifosi Optics remains at the forefront of the sports optics industry.

As our conversation with Joe Earley demonstrated, building a successful sunglasses brand requires a combination of quality products, market awareness, and adaptability. Tifosi Optics’ commitment to delivering value, protecting athletes’ eyes, and staying ahead of trends has positioned them as a leader in the sports optics space.

To learn more about Tifosi Optics and their range of sunglasses for sports and lifestyle, visit their website at tifosioptics.com. And for more insights from industry leaders like Joe Earley, be sure to tune in to future episodes of Talk Commerce.

Lucrative Launch Pad: Converting Readers into Revenue with Morgan Gist MacDonald

January 26, 2024December 26, 2023

In this episode, Brent interviews Morgan Gist MacDonald, the CEO and founder of Paper Raven Books, about the importance of writing a book for entrepreneurs. They discuss the process of writing a book, including identifying the scope and topic and navigating the book funnel. Morgan emphasizes the need to consider the reader’s perspective and the relevance and timeliness of the book. She also shares insights on monetizing a book and the different types of nonfiction books. The conversation concludes with a discussion on getting reviews for a book and the services offered by Paper Raven Books.

Takeaways

Writing a book can position entrepreneurs as experts and provide credibility in their field.
The process of writing a book helps authors discover new angles and nuances to their frameworks and stories.
A book funnel is a marketing strategy that includes offering bonuses and upsells to readers.
Authors can monetize their books through backend products and services.
It is important to consider the reader’s perspective and the relevance and timeliness of the book.
Different types of nonfiction books, such as how-to guides and inspirational stories, can work for different business models.
Building an email list and getting reviews are important for book marketing.
Paper Raven Books offers services for authors at different stages of the book-writing process.
Authors can choose different formats for their books, including ebook, paperback, hardback, and audiobook.
Writing multiple books can create more income streams and increase an author’s visibility.
Authors should focus on solving a specific problem or providing a specific outcome for readers.
Using keywords and categories on Amazon can help increase the visibility of a book.
Turning blog posts into a book requires organizing the content and ensuring a cohesive narrative.
Authors should consider their goals and the specific outcome they want to achieve with their book.

More podcasts about what entrepreneurs are doing in their fields.

Chapters

00:00Introduction and Background

02:26The Importance of Writing a Book for Entrepreneurs

04:32Navigating the Book Writing Process

05:30Identifying the Scope of the Book

07:26Choosing a Relevant and Timely Topic

10:15Considering Different Types of Nonfiction Books

14:47Understanding the Book Funnel

19:53Building a Book Funnel

23:38Monetizing a Book

25:13Making Money from Books

27:04Different Types of Nonfiction Books

30:25Types of Clients at Paper Raven Books

32:18Getting Reviews for a Book

36:27Working with Paper Raven Books

37:33Choosing Different Book Formats

39:54When to Write a Book

41:51Using Keywords and Categories on Amazon

44:26Turning Blog Posts into a Book

45:38Shameless Plug

Embracing Remote Work: A Conversation with Sharon Koifman

January 29, 2024October 10, 2023

As the host of Talk Commerce, I recently had the pleasure of interviewing Sharon Koifman, the Chairman of Think Remote. In our enlightening conversation, we delved into the world of remote work, its benefits, and how to keep employees motivated in a remote work environment.

Meet Sharon Koifman, The Remote Work Advocate

Sharon Koifman is not just the Chairman of Think Remote, the largest online publication for remote work and remote management, but also a bestselling author of “Surviving Remote Work,” available on Audible. Think Remote, funded by Distant Job, the world’s first remote recruitment agency, is a testament to Sharon’s passion for remote work. Distant Job specializes in finding talented individuals globally for remote jobs, taking care of the HR component to ensure employee satisfaction and well-being.

The Journey to Remote Work

Sharon’s journey into the world of remote work began with her experience running an outsourcing company. She quickly realized the drawbacks of outsourcing to save money and decided to focus on a company that prioritizes people and remote work.

The Benefits of Remote Work

According to Sharon, remote work offers numerous benefits, including increased productivity and equal opportunities for individuals with special needs or introverts. It also promotes a better work-life balance, environmental sustainability, and stronger family connections. I couldn’t agree more, especially since studies have shown that remote workers are indeed more productive.

Building Connections in a Remote Work Environment

One of the key aspects Sharon and I discussed was the importance of getting to know employees and creating connections in a remote work environment. Sharon shared her experience conducting 15-minute calls with every employee in her previous role every quarter. She emphasized the significance of understanding personal details about employees, such as their children and pets, as it helps build a stronger connection and shows empathy.

Sharon also highlighted the importance of recognizing individual interests and experiences. She shared a touching story about an employee who didn’t have children but had a strong attachment to her pets. When one of her cats passed away, the entire team treated it like her child had died, creating a deep connection and support system.

The Shift in Mindset for Remote Work

Sharon believes that a great remote manager is a great manager in general. However, in an office environment, managers can get away with certain things without anyone noticing. In remote work, managers must create connections and better teamwork between employees and the company. Sharon defines company culture as being defined by connection and loyalty.

The Right Attitude Towards Remote Work

Sharon emphasizes the importance of having the right attitude regarding remote work. She advises against approaching remote work with a sense of obligation or resentment, especially if it was forced upon someone due to the COVID-19 pandemic. Sharon cites research from MIT Sloan that shows people are happier, more independent, and more productive when working remotely. However, she acknowledges that remote work may not be suitable for everyone and suggests that those who are not committed or focused should consider returning to the office.

Hiring for Remote Positions

Sharon believes in finding committed and invested individuals when hiring for remote positions. She encourages employers to focus on hiring people who are dedicated and invested in their work rather than simply looking for freelancers or contractors.

Wrapping Up

As our podcast came to a close, Sharon took the opportunity to promote Distant Job, a company that helps businesses find the best remote talent from around the world. She highlighted their ability to deliver talented individuals quickly and at a great value, with impressive customer service.

Our conversation with Sharon Koifman was a deep dive into the world of remote work, its benefits, and the strategies to keep employees engaged. It was a testament to the fact that remote work can be a game-changer for businesses and employees with the right mindset and approach.

For more podcasts about Entrepreneurs

The Power of Goodbyes: Unwrapping The Mystery of Why Exit Interviews Matter More Than You Think

September 29, 2023

This article dives into the uncharted significance of exit interviews. Despite being overlooked, these powerful tools are the foundation of continuous improvement and future success.

Making a Difference with Socks: My Conversation with Michael Mader of Hippy Feet

January 30, 2024August 22, 2023

As a podcast host, I have the privilege of meeting and interviewing some truly inspiring individuals. One such person is Michael Mader, the founder and CEO of Hippy Feet, a sock and apparel company with a mission to end youth homelessness. In this blog post, I’ll share some of the key insights from our conversation.

Meeting Michael Mader

Michael is not just the CEO of Hippy Feet; he’s also the heart and soul of the company. His day-to-day role involves everything from sales and revenue-driving efforts to product design, marketing, and managing collaborations and brand relationships. He’s a man of many hats, but what truly sets him apart is his passion for helping the homeless community.

The Birth of Hippy Feet

Hippy Feet is a six-and-a-half-year-old company that was born out of adversity. Michael suffered a traumatic brain injury during his senior year of college, forcing him to drop out and go into recovery for three months. During this challenging time, he realized the importance of having a support system and was inspired to create a business that could serve as a support system for young people affected by homelessness.

The Evolution of Hippy Feet’s Mission

Initially, Hippy Feet hired young people for job training programs, providing them with income and teaching them soft skills. However, Michael soon realized that while this approach was successful in providing income, it didn’t address the core social services needed to transition out of homelessness, such as housing and healthcare. Recognizing their limitations as a for-profit company, they decided to shift to a donation model. Now, they donate 50% of their profits to nonprofits addressing youth homelessness. Last year alone, they donated $66,000, which was more than they had previously paid in wages. This shift allowed them to focus on revenue-driving activities and improve the efficiency of their business.

Partnering with Nonprofits

Hippy Feet carefully selects nonprofit partners and strategic locations for their donations. They prioritize nonprofits that provide housing, healthcare, and employment services. While they have nonprofit partners in Minneapolis and St. Paul, they also strategically give to other states with high homeless youth populations, such as California and Illinois.

The B2B Program

Hippy Feet’s B2B program allows companies to customize socks with their logos or artwork. These companies support Hippy Feet’s mission and share their commitment with their clients and employees. Despite the availability of cheaper socks from China, they choose to buy from Hippy Feet because of their mission, the fact that their socks are made in the USA, and their use of sustainable materials like recycled cotton.

Sustainability at Hippy Feet

Sustainability is a core value at Hippy Feet. All their socks are made in the USA, partnering with family-owned businesses in North Carolina. They use recycled yarns, merino wool, soy-based fibers, and recycled cotton yarns in their products. Each pair of socks contains about 85% recycled materials.

The Future of Hippy Feet

Looking ahead, Michael sees growth potential for Hippy Feet in the retail, B2B, and e-commerce spaces. He’s excited about an upcoming collaboration with former Bachelorette Michelle Young. They have partnered to create a collection of socks designed by K-12 students, with the proceeds going toward supporting youth experiencing homelessness. The collaboration will be announced in the next few weeks and the socks will be available for sale in May, coinciding with National Teacher Appreciation Week.

Wrapping Up

My conversation with Michael was not just enlightening, but also inspiring. His commitment to helping the homeless community and his innovative approach to running a business is truly commendable. I look forward to seeing what the future holds for Hippy Feet.

More Podcasts with inspiring Entrepreneurs

Scaling eCommerce Success: Bridging Platforms, Growth Tactics, and ROI with Isaiah Bollinger

February 2, 2024July 11, 2023

Isaiah Bollinger, a 4-time Inc. 5000 awardee and owner of four businesses is an expert in creating scalable digital growth strategies and is renowned for implementing these strategies across businesses of varying sizes.

As the co-founder and CEO of Trellis, a full-service eCommerce solution provider, Isaiah focuses on enhancing businesses’ IT and digital marketing spheres. Trellis specializes in implementing websites powered by leading platforms such as BigCommerce, Magento, Shopify, and WordPress.

The company’s capabilities allow it to plan, design, and launch a solution that fits clients’ specific goals and budgets today and can also scale as businesses grow. Beyond launches, Trellis maintains a robust partnership with its clients to spearhead website improvements and drive effective marketing strategies to attract more customers.

The pursuit of a high conversion rate and expanded online reach is prioritized, working with clients continually to enhance their websites for optimal ROI. Under Isaiah’s leadership, Trellis has catered to a diverse array of B2B and B2C businesses, right from startups to enterprise-level firms, navigating different industries and business models to ensure maximized eCommerce results. Boasting a stunning annual growth rate of over 50% every year as CEO, Isaiah propels Trellis forward with a vision to establish it as a top eCommerce solutions provider.

More podcasts about Entrepreneurs

Unveiling Web 3.0: A Deep Dive into the Future of Digital Ownership, Marketing, and Privacy with McKenna Sweazey

July 5, 2023May 30, 2023

In this insightful discussion between Brent and McKenna, they delve into the multifaceted world of Web 3.0, explaining it as both an abstract and broad concept, yet a crucial evolution in how we consume and own content online. Starting from Web Zero, represented by traditional newspapers, McKenna navigates through the progression to social media, which made content a two-way conversation among users, brands, and media companies.

Highlighting the diverse nature of content, ranging from written word to art, fashion, and commerce, McKenna anticipates a future where the digital world incorporates 3D elements, alluding to platforms like Roblox and Fortnite as precursors to an imminent Metaverse. The conversation delves into the inherent need for digital ownership in this increasingly online existence, pinpointing blockchain technology as a solution, especially in the context of NFTs.

They also touch upon related technologies like augmented reality and virtual reality, which though tangential, play a role in these immersive 3D worlds. Discussing the implications of Web 3.0 from a marketing perspective, McKenna notes the need for a publicly distributed yet private ledger, ensuring there’s no single point of failure for data. However, the tension between privacy and the public distribution of data becomes evident, particularly when it comes to token gating, which opens up new avenues and challenges for marketers.

They also explore the possible trajectory towards a “cookie-less” future, considering the idea of tokens as a replacement, enabling a more direct and intimate brand-customer relationship. Though the pool might become smaller, this scenario fosters a more engaged audience, thereby increasing customer lifetime value.

The podcast concludes with McKenna’s optimism about Web 3.0, considering it as a significant shift towards the consumer’s advantage, leading to a more tangible connection with brands and prompting more informed, involved consumer behavior. In turn, this evolution brings opportunities for marketers, introducing new ways to leverage consumer data with consumer consent, opening a new chapter in the digital marketing landscape.

https://www.linkedin.com/in/mckenna-sweazey-8627a323/

Unleashing the Power of Global Business with Yulia Blinova

July 5, 2023May 2, 2023

In this exciting episode of Talk Commerce, host Brent Peterson is joined by Yulia Blinova, a seasoned international business professional with over 18 years of experience spanning multiple continents. Yulia shares her expertise in product sourcing, supply chain management, strategic partner/channel management, and business development, covering both B2B and B2C markets. Brent and Yulia dive into her unique journey, discussing her experiences in countries like China, Singapore, Germany, Russia, and the Americas. Yulia explains how her cross-cultural awareness has given her a strategic advantage in understanding and navigating diverse markets, helping her to drive successful market entries and go-to-market strategies. Yulia also shares her insights on the current trends and challenges in e-commerce, import/exports, transportation, and IOT. She emphasizes the importance of efficient and strategic thinking in managing cross-functional, multidisciplinary teams and achieving project goals on time, even under pressure. Throughout the conversation, Yulia imparts valuable advice for businesses looking to expand internationally, drawing from her extensive knowledge of EU, US, Russian, CIS, and South American markets. This episode is packed with actionable tips and wisdom for anyone interested in the world of global business development, and it’s not to be missed!

https://www.linkedin.com/in/yuliyablinova/

Building a Fitness Community and Business with Aaron Boike

July 5, 2023April 25, 2023

We chat with Aaron Boike, the co-founder of Three Click Mobile Fitness and the owner of Performance Running Gym. We discuss Aaron’s journey from working at Snap Fitness to becoming an entrepreneur and building a community around his businesses. We also discuss his partnerships with local organizations, implementing EOS in his business, and advice for those looking to start their fitness journey.

Show Notes:

Introduction

Aaron Boike, co-founder of Three Click Mobile Fitness
Aaron’s journey from managing Snap Fitness gyms to starting his own business

Origins of Three Click Mobile Fitness

Aaron’s passion for helping others lose weight and enjoy life
Mentoring under Benjamin Cowan, a local entrepreneur
The booking process and focus on customer goals

Success Stories and Partnerships

Brent’s personal experience with Three Click Mobile Fitness
Partnership with Performance Running Gym
Building a community around the business

Performance Running Gym

Purchased in May 2020
Growth and involvement in the local running community
Group runs, workshops, and seminars

Building a Community

Offering free content and engagement opportunities
Partnerships with Mylan My Shoes, a nonprofit that helps people reenter the community through running
Connections made through running together

Entrepreneur Operating System (EOS)

Implementing EOS in the business with the help of a local coach
Benefits of EOS implementation, including the L 10 meeting

Getting Started in Running

Aaron’s advice: start with walking and gradually add running
Sign up for short, inspiring races to stay motivated
Brent’s perspective on marathons and training

Online Presence and Future Plans

Using an online idea to enhance a traditional business
Three Click Mobile Fitness and Performance Running Gym’s offerings
Visit performancerungym.com to get started

Conclusion

Aaron’s Journey from Employee to Entrepreneur
The importance of building a community around your business and offering valuable services

The Power of Open Dialogue in Volunteer Organizations: Encouraging Honest Communication for Positive Impact

April 20, 2023

Effective communication is crucial for any organization, and volunteer organizations are no exception. Open dialogue is a form of communication that promotes honesty, empathy, and respect. When individuals feel safe to express their opinions and feelings, it can lead to positive impacts on the organization. In this blog post, we’ll explore the benefits of open dialogue in volunteer organizations and strategies to encourage it.