Podcasts

Betty Lu

Transforming Food Waste into Delicious Snacks with Betty Liu

In this episode of Talk Commerce, host Brent Peterson sits down with Betty Lu, the innovative founder and CEO of Confetti Snacks. This conversation unveils the remarkable journey of a Singapore-born entrepreneur who’s transforming food waste into colorful, nutritious snacks while building a rapidly expanding global brand. From supplying Netflix offices to securing nationwide distribution in Walmart, Betty shares insights into her mission to revolutionize the snacking industry with sustainability at its core.

Key Takeaways

  • Confetti Snacks has expanded to 4,000 supermarkets across nine countries
  • The company upcycles B-grade produce that would otherwise be discarded
  • Their innovative drying technology maintains nutritional integrity while creating crunchy textures
  • The brand has secured partnerships with major retailers including Walmart, Albertsons, and Safeway
  • Disney collaboration launching in Q1 of next year featuring Mickey Mouse themed products
  • The company operates with a hyper-localized production model to minimize carbon footprint
  • Each bag contains six servings of fruits and vegetables

About Betty Lu

Betty Lu exemplifies the modern sustainable entrepreneur. After retiring at 27, she embarked on a transformative four-year journey across 56 countries, which sparked her vision for Confetti Snacks. Her business acumen, developed through formal education in Singapore, combined with her passion for culinary excellence and sustainability, led to the creation of a brand that’s now recognized in the Michelin Guide. Betty’s leadership has attracted attention from major industry players, including recognition as a finalist in Cartier’s Women’s Initiative.

Sustainable Snack Innovation from Confetti Snacks

The conversation begins with Betty sharing her origin story, explaining how Singapore’s rich culinary heritage influenced her perspective on food innovation. She describes her extensive world travels, which opened her eyes to two critical global issues: food waste and hunger. These observations became the foundation for Confetti Snacks’ mission to upcycle imperfect produce into delicious, nutritious snacks.

Betty details the company’s innovative approach to product development, working with James Beard award-winning chefs and food technologists to create authentic, culturally-inspired flavors. The technical process involves carefully controlled temperature management at 86 degrees Celsius to preserve nutrients while achieving the perfect crunch.

The discussion reveals impressive market penetration, with Confetti Snacks securing placement in major retailers like Walmart without requiring traditional test market phases. Betty emphasizes the importance of maintaining strong sales velocities and implementing strategic promotional activities during peak snacking seasons.

Balancing Profit with Purpose

The podcast reveals how Confetti Snacks represents a new generation of food companies that successfully balance profit with purpose. Betty Lu’s approach to business demonstrates that sustainability and scalability aren’t mutually exclusive. Her strategy of hyper-localized production and distribution, combined with innovative product development, creates a compelling blueprint for future food entrepreneurs.

Memorable Quotes

“Nearly one third of edible produce are thrown away every year simply because they are ugly or due to a crop surplus.” – Betty Lu

“If we can seduce them with taste first… they are going to tell their friends about it and their family about it and they’ll keep coming back the next 1,000 times.” – Betty Lu

“Whatever you can imagine, you can make real.” – Walt Disney

Engaging the Audience

Listeners can experience Confetti Snacks’ innovative products by visiting their local Walmart, Albertsons, or Safeway stores. The brand is also available on Amazon and confettisnacks.com, delivering to every ZIP code in the US, including Alaska and Hawaii. Watch for their upcoming Mickey Mouse collaboration and new product launches in airports nationwide.

Final Thoughts

The conversation with Betty Lu illuminates how innovation in the snack industry can address global challenges while creating profitable business opportunities. As Confetti Snacks continues to expand its reach, it’s clear that the future of sustainable snacking is colorful, flavorful, and waste-conscious.

Listen to more episodes about what’s happening in the food industry

Carolyn Lowe

Strategic Insights from ROI Swift’s CEO Carolyn Lowe for Mastering the Amazon Marketplace

In this episode of Talk Commerce, host Brent Peterson engaged in an enlightening conversation with Carolyn Lowe, CEO and founder of ROI Swift, about maximizing success on Amazon’s marketplace. The discussion revealed crucial insights for brands considering Amazon as a sales channel, along with practical strategies for optimizing their presence on the platform.

Key Takeaways

  • Brands should conduct thorough P&L analysis before entering Amazon
  • Products priced under $15 rarely generate profit after Amazon fees
  • 60-70% of Amazon searches are non-branded
  • Video content is increasingly important for product listings
  • FBA can increase conversion rates by 30-80%
  • Proper product page optimization should precede advertising efforts

About Carolyn Lowe

Carolyn Lowe’s journey to becoming an Amazon expert began at Dell Computer, where she worked in consumer marketing for six years. Her transition to entrepreneurship came through her experience helping a mom and baby company grow from a modest $10,000 monthly Amazon revenue to an impressive $400,000-$500,000. In 2015, she founded ROI Swift with the ambitious goal of helping 500 brands achieve profitable growth.

Detailed Episode Summary

The conversation began with Carolyn sharing her background in e-commerce, dating back 25 years when she moved from Boston to Austin for a role at Dell. Her expertise in digital marketing evolved through various positions, ultimately leading to the foundation of ROI Swift.

On the topic of Amazon presence, Carolyn emphasized the importance of strategic decision-making. She outlined specific scenarios where brands should consider Amazon:

“If you’re in retail or you’re sold through retail partners or other online partners, you’re going to end up on Amazon anyway, so you might as well make it the best experience,” Carolyn advised. However, she cautioned that brands with exclusive direct-to-consumer models might want to maintain their independence.

Regarding product pricing, Lowe shared crucial insights about margin considerations. She explained that successful Amazon products typically require:

  • 60-80% gross margins
  • Ability to absorb 15% Amazon fees
  • Additional 10% for shipping costs
  • 10-15% advertising budget

The discussion turned to product optimization, where Carolyn stressed the importance of proper page setup before advertising: “Don’t spend any more money on ads until you’ve got the best product page,” she emphasized, noting that conversion rates below 10-15% indicate need for improvement.

Personal Commentary and Analysis

The podcast reveals the complexity of Amazon marketplace success, highlighting how proper preparation and strategy are crucial for brands entering the platform. Carolyn’s emphasis on data-driven decision-making and thorough economic analysis before Amazon entry demonstrates the platform’s evolution from a simple marketplace to a sophisticated e-commerce ecosystem requiring expert navigation.

Memorable Quotes

“Amazon is the devil we know.” – Carolyn Lowe, discussing the predictability of Amazon compared to other platforms

“If your product needs a lot of education and it’s a disruptor, it will be difficult on Amazon.” – Carolyn Lowe, on product-market fit

“You don’t want to send good traffic to a bad web page.” – Carolyn Lowe, emphasizing the importance of product page optimization

Engaging the Audience

To learn more about optimizing your brand’s Amazon presence, connect with Carolyn Lowe on LinkedIn or visit ROI Swift’s website at roiswift.com. The full episode offers additional insights and practical tips for brands considering or currently selling on Amazon.

Final Thoughts

Amazon marketplace continues to evolve, requiring brands to maintain agility and strategic focus. Success on the platform demands more than just listing products – it requires careful planning, proper pricing strategy, and ongoing optimization efforts.

Find more conversations about optimizing for Amazon Marketplace here

Kyle Hency

Innovating ERP Solutions for Small Brands with Kyle Hency

Recently, I had the pleasure of tuning into an enlightening episode of the Talk Commerce podcast, where host Brent Peterson sat down with Kyle Hency, CEO of GoodDay Software. Their conversation shed light on the evolving landscape of e-commerce operations and the innovative solutions emerging to address these challenges.

From Chubbies to GoodDay: A Journey of Innovation

Kyle’s journey in the e-commerce space is nothing short of inspiring. As a co-founder of Chubbies, the wildly popular men’s apparel brand, he experienced firsthand the growing pains of scaling an online business. What started as a mission to create a brand that spoke authentically to young men soon turned into a crash course in operational complexity.

“We didn’t feel like the brands that were growing up around us were speaking authentically to us as men the way a beer brand might,” Kyle reflected, explaining the initial spark behind Chubbies. This focus on authenticity and community-building became a cornerstone of their success, but it also highlighted the operational challenges that come with rapid growth.

The Operational Hurdles of Modern E-commerce

As Chubbies expanded from a pure D2C model to include retail stores and wholesale partnerships, the team found themselves grappling with increasingly complex inventory management issues. Kyle shared how they eventually invested over a million dollars in custom software built on top of NetSuite to manage these challenges.

This experience was the catalyst for GoodDay Software. Kyle recognized that smaller brands faced similar hurdles but lacked the resources to build custom solutions. He set out to create an accessible, powerful ERP system that could grow with emerging brands.

The Changing Landscape of E-commerce Technology

One of the most striking takeaways from the podcast was Kyle’s insight into the rapidly evolving expectations for e-commerce technology. He emphasized that today’s software solutions need to deliver exponentially more value than their predecessors:

“The expectations of software and technology are way higher. So if you’re building a technology business today to support brands, you should assume you’re gonna need to drive 10 times more value than the same company five years before.”

This push for innovation is driven by the increasingly complex needs of modern brands. From managing multi-channel inventory to navigating the pressures of holiday season planning, e-commerce businesses need agile, powerful tools to stay competitive.

A New Approach to Software Development

What sets GoodDay Software apart is its collaborative approach to development. Rather than creating a one-size-fits-all solution, Kyle’s team works closely with their clients – or “co-design partners” as he calls them – to gather real-time feedback and iterate quickly.

This approach aligns with Kyle’s belief that “the most real solutions come from the people who are most closely operationally engaged with the details.” By maintaining this close connection with their users, GoodDay Software aims to stay ahead of the curve and provide truly relevant solutions.

The Rise of Austin as an E-commerce Hub

An interesting tangent in the conversation was the discussion of Austin, Texas, as a burgeoning center for e-commerce innovation. Kyle, having moved from San Francisco to Austin, praised the city’s outdoor-oriented lifestyle and its friendliness to innovation. He noted a growing concentration of high-performing CPG and apparel brands in the area, creating a vibrant ecosystem for collaboration and growth.

Looking to the Future

As we look ahead, it’s clear that the e-commerce landscape will continue to evolve rapidly. The increasing adoption of AI, changing consumer behaviors, and the ongoing need for operational efficiency will drive further innovation in the space.

For brands looking to stay ahead, Kyle’s insights offer a valuable roadmap:

  1. Focus on building authentic connections with your audience
  2. Don’t shy away from being polarizing – it’s okay not to appeal to everyone
  3. Invest in scalable, flexible operational systems early
  4. Collaborate with peers and technology partners to drive innovation
  5. Stay agile and ready to adapt to changing market conditions

Wrapping Up

The conversation between Brent and Kyle on the Talk Commerce podcast offers a wealth of insights for anyone in the e-commerce space. From startup brands to established players, there’s something to be learned from Kyle’s journey and the innovative approach of GoodDay Software.

As we navigate the complexities of modern e-commerce, it’s clear that the right technological tools, combined with a commitment to authenticity and community, can make all the difference. Here’s to many more ‘good days’ ahead for e-commerce entrepreneurs everywhere!

Have you faced similar operational challenges in your e-commerce business? How are you leveraging technology to overcome them? Share your thoughts and experiences in the comments below!

And don’t forget to subscribe to the Talk Commerce podcast for more insightful discussions on the future of e-commerce. You can find them on all major podcast platforms or visit their website at

Find more episodes about the latest innovations in E-commerce here

Jay Topper

The Digital First Revolution in Retail with Jay Topper

This episode of Talk Commerce brings us valuable insights from Jay Topper, Chief Customer Officer at Fabric, as he shares his expertise on E-commerce digital-first strategies, key metrics, and preparing for the holiday shopping season. Host Brent Peterson sits down with Jay Topper, the Chief Customer Officer of Fabric. With a diverse background spanning military service and over 27 years in retail technology leadership, Topper brings a wealth of experience to the table. His current role at Fabric focuses on customer relations, partnerships, and leveraging his retail expertise to benefit the brand.

Key Takeaways

  1. Digital-first is a mindset that goes beyond omnichannel, bringing brand promise to every customer touchpoint.
  2. Contribution margin is a critical metric for evaluating marketing effectiveness and overall business performance.
  3. Preparation and contingency planning are essential for a successful holiday shopping season.
  4. Natural tension within organizations can lead to better problem-solving and progress.
  5. The impact of Amazon on Black Friday and Cyber Monday presents challenges but also opportunities for retailers.

About Jay Topper

Jay Topper is the Chief Customer Officer at Fabric, a software platform company specializing in e-commerce solutions. With a background in the U.S. Coast Guard and nearly three decades of experience in retail technology leadership, Topper brings a unique perspective to the e-commerce industry. His passion for customer-centric approaches and his expertise in digital strategies make him a valuable voice in the world of online retail.

Detailed Episode Summary

The conversation kicks off with Topper explaining the concept of “digital-first,” which he describes as a mindset that replaces the traditional omnichannel approach. This strategy focuses on delivering a consistent brand promise across all customer touchpoints, regardless of the channel. Topper emphasizes that being digital-first is about failing fast, maintaining transparency, and raising the overall digital IQ of an organization.

Peterson and Topper discuss the importance of content generation for retailers. Topper stresses the critical nature of product detail pages (PDPs) in the e-commerce funnel, likening them to fitting rooms in physical stores. He highlights the need for relevant, channel-specific content that aligns with the brand’s overall promise.

The conversation then shifts to metrics, with Topper advocating for contribution margin as a key performance indicator. He explains how this metric provides a comprehensive view of marketing effectiveness, taking into account various costs associated with each order. Topper emphasizes the importance of aligning different departments around agreed-upon metrics to avoid conflicting data interpretations.

As the discussion moves towards preparing for the holiday shopping season, Topper shares valuable insights on strategy. He stresses the importance of solid merchandising as a foundation, followed by alignment between various teams such as marketing, site management, and analytics. Topper advises having contingency plans in place and emphasizes the need for fast, SEO-ready websites to capitalize on increased traffic during peak seasons.

Personal Commentary and Analysis

Topper’s emphasis on digital-first strategies and contribution margin as a key metric reflects the evolving nature of e-commerce. His insights highlight the need for retailers to adapt to changing consumer behaviors and technological advancements. The focus on natural tension within organizations is particularly intriguing, as it suggests that healthy disagreement and debate can lead to better decision-making and innovation.

The discussion about Amazon’s impact on traditional shopping events like Black Friday and Cyber Monday underscores the challenges faced by retailers in an increasingly competitive landscape. However, Topper’s optimistic outlook and emphasis on flexibility and adaptation provide a roadmap for success in this dynamic environment.

Memorable Quotes

“Digital first is… a replacement of the omnichannel concept… It’s more of a mindset than it is a channel.” – Jay Topper

“I’m a massive fan of contribution margin. I believe that is the top tier metric of all time.” – Jay Topper

“If you’re a retailer and you’re going into holiday season, there is nothing that takes the place of optimism.” – Jay Topper

Engaging the Audience

For listeners eager to dive deeper into the world of e-commerce strategies and digital-first approaches, this episode of Talk Commerce provides a wealth of insights. To hear more from Jay Topper and gain valuable knowledge about navigating the complexities of online retail, be sure to listen to the full episode. Don’t forget to subscribe to the Talk Commerce podcast for more expert discussions on the latest trends and strategies in e-commerce.

Final Thoughts

As we approach the holiday shopping season, Jay Topper’s insights serve as a valuable guide for retailers looking to optimize their digital strategies. By embracing a digital-first mindset, focusing on key metrics like contribution margin, and maintaining flexibility in the face of challenges, e-commerce businesses can position themselves for success. As the retail landscape continues to evolve, it’s clear that those who can adapt and innovate will be best equipped to thrive in the digital marketplace. In the end, it’s not just about being online, but about weaving digital strategies into the very Fabric of your business.

Find more episodes about digital strategy here

Caroline D'Amore

From Pizza Kid to Entrepreneur: Caroline D’Amore’s Pink Journey

On a this episode of Talk Commerce, I had the pleasure of chatting with Caroline D’Amore, the dynamic founder of Pizza Girl. This isn’t just another food story; it’s a masterclass in entrepreneurial grit, brand building, and navigating the challenges of a male-dominated industry. Caroline’s journey, from overcoming family business hurdles to creating a nationally recognized brand, is both inspiring and insightful. In this post, we’ll feature the key takeaways from our conversation, highlighting Caroline’s unique strategies and her powerful message for aspiring entrepreneurs.

From “Pizza Kid” to Pizza Girl: Embracing Your Identity

Caroline’s story begins with a childhood spent assisting her father in their family’s pizza catering business. The memorable, and somewhat embarrassing, “Pizza Kid” shirts she wore as a child became a surprising springboard for her future. She initially tried to distance herself from this past, but eventually, she brilliantly recognized the inherent value of her experience. This realization was a turning point – it’s a lesson I found incredibly powerful. So many entrepreneurs are trying to reinvent the wheel, when the wheel they have is perfectly good, maybe just needs a little polish!

Identifying Market Gaps: The Sauce and Oven Story

Caroline didn’t just create another food brand; she identified and filled significant market gaps. Her dissatisfaction with the quality of commercially available pasta sauces led her to develop her own unique recipe – a testament to the importance of understanding and responding to consumer needs. This was followed by the equally brilliant development of her pizza ovens. Solving the problem of inaccessible, high-priced home pizza ovens was pure genius! It reminded me of how often innovation comes from identifying what’s missing rather than what already exists. This concept resonated deeply with me. I think many of us get bogged down in what everyone else is already doing.

Multi-Channel Magic: The Power of Direct-to-Consumer

Caroline’s success isn’t solely reliant on one distribution channel. She masterfully blends direct-to-consumer sales with strategic partnerships in high-end supermarkets and online retailers. This multi-channel approach is crucial for maximizing market reach, building brand loyalty, and ensuring stability. It’s a testament to the power of a diversified business strategy, a point I’ve emphasized repeatedly on the show, and one that Caroline effectively executes.

High-Quality, Clean Ingredients: Catering to a Healthier Market

Caroline’s dedication to using high-quality, clean ingredients strongly resonates with current consumer trends. Her commitment to using organic, ethically sourced products speaks volumes about her values, creating a strong brand identity. I found her concern about the differences in food standards between the U.S. and other countries particularly poignant, illustrating a growing consumer awareness and demand for transparency and higher quality ingredients.

Breaking Barriers: Women in Entrepreneurship

Caroline’s journey highlights the ongoing challenges for women in entrepreneurship. She shared stories of investor meetings where her gender and the name “Pizza Girl” were perceived as drawbacks. She cleverly turned those objections into strengths, making her brand even more distinctive. This underscores a powerful lesson about turning perceived disadvantages into unique selling points – a valuable takeaway for all entrepreneurs, especially women. I couldn’t agree more with her message about owning your identity and using it to propel your business forward.

Final Thoughts

Caroline D’Amore’s entrepreneurial journey is nothing short of inspiring. Her success with Pizza Girl isn’t just about delicious pizza; it’s about identifying and solving problems, embracing a unique identity, and building a strong brand across multiple channels. Her unwavering commitment to quality and her bold approach to the market makes her a role model for aspiring entrepreneurs everywhere. Listen to the full episode of Talk Commerce to hear more of Caroline’s incredible story and gain further insights into her business strategies. And don’t forget to check out Pizza Girl—her products are as delicious as her story is compelling!

Click here to learn more stories about female founders and entrepreneurs.

Follow Caroline and Pizza Girl: Instagram – @pizzagirl, @carolinedamore

Oren Inditzky

Revolutionizing Online Fundraising with Wix

In this week’s episode of Talk Commerce, host Brent Peterson sat down with Oren Inditzky, VP and GM of online stores globally at Wix, to discuss their groundbreaking Wix Donations platform. The conversation revealed how Wix is transforming the digital fundraising landscape by providing an all-in-one solution that serves over 700,000 online stores worldwide while expanding into the rapidly growing donations sector.

Key Takeaways

  • Wix Donations integrates seamlessly with existing Wix infrastructure, eliminating the need for multiple platforms
  • The platform supports both one-time and recurring donations with customizable payment options
  • Built-in AI capabilities assist in content creation, SEO optimization, and marketing efforts
  • Advanced analytics tools help track campaign performance and donor behavior
  • The solution serves various verticals including nonprofits, religious organizations, political campaigns, and individual fundraisers
  • Users can expand beyond donations to include merchandise sales and event ticketing

About Oren Inditzky

Oren Inditzky serves as the Vice President and General Manager of online stores globally at Wix, overseeing one of the world’s largest e-commerce platforms. His role recently expanded to include leadership of Wix’s new donations platform initiative. With extensive experience in digital commerce and platform development, Oren brings valuable insights into the intersection of technology and charitable giving.

Detailed Episode Summary

Oren explains the motivation behind Wix Donations’ development. He highlighted a significant shift toward online and mobile giving, with digital donations showing consistent yearly growth. The platform emerged from recognizing that many Wix users were already from the nonprofit sector, creating a natural opportunity to serve this market better.

Wix Donations stands out through its integration of website creation, donation management, and marketing tools in a single platform. This consolidation reduces costs and complexity for organizations that previously needed multiple services to achieve their fundraising goals.

The solution supports various use cases, from traditional nonprofits to individual fundraisers supporting specific causes. Oren shared examples of organizations leveraging the platform, including:

  • Religious institutions
  • Political campaigns
  • Medical fundraising initiatives
  • Educational projects
  • Content creator support systems

Platform Features and Capabilities

User-Friendly Design

The platform emphasizes ease of use with:

  • Drag-and-drop website editor
  • Customizable donation campaigns
  • Pre-set and custom donation amounts
  • Recurring donation options
  • Mobile-optimized interfaces

Marketing and Promotion Tools

Users benefit from integrated marketing features including:

  • AI-powered social media content generation
  • Email marketing capabilities
  • SEO optimization tools
  • Built-in analytics for campaign tracking
  • Multi-channel promotion options

Analytics and Performance Tracking

The platform provides comprehensive metrics:

  • Visitor engagement statistics
  • Conversion rates
  • Donation patterns
  • Recurring donor analytics
  • Campaign performance indicators

Impact on Fundraising Efficiency

Wix Donations addresses several key challenges in digital fundraising:

  • Reduces technical barriers to entry
  • Streamlines donation processing
  • Enhances donor engagement
  • Improves campaign visibility
  • Enables data-driven decision making

Future Implications

The launch of Wix Donations represents a significant step in democratizing online fundraising. Organizations of all sizes can now access enterprise-level tools without substantial technical expertise or financial investment.

Memorable Quotes

“We’ve seen a clear shift towards online and specifically mobile giving with digital donations growing each year.” – Oren Inditzky

“It’s not really about just making it easy to collect donations, but also about elevating the whole experience, both for the fundraisers and their supporters.” – Oren Inditzky

Engaging the Audience

Listeners interested in exploring Wix Donations can:

  1. Visit the Wix platform to explore donation templates
  2. Test the platform’s AI-powered content generation tools
  3. Experiment with campaign creation features
  4. Access comprehensive analytics capabilities

Final Thoughts

The introduction of Wix Donations marks a significant evolution in digital fundraising, making sophisticated tools accessible to organizations of all sizes. As online giving continues to grow, platforms that simplify the donation process while providing robust features will play an increasingly crucial role in charitable giving’s future.

Explore more episodes about E-commerce

Gloria Chou

Hack Your Way to Free Press Coverage: A Small Business Owner’s Guide with Gloria Chou 

Leverage organic PR to boost your brand visibility and SEO. Gloria Chou, a leading PR coach, shares her proven strategies for securing media features and building brand authority on this episode of Talk Commerce. Learn her CPR pitching method and how to find the right journalists to pitch your product.

Chantal Cornelius

Why Your USP Isn’t Working and How to Fix It with Chantal Cornelius

This week on Talk Commerce, I had the pleasure of chatting with the brilliant Chantal Cornelius, founder of Apple Tree Marketing. Chantal shared some game-changing insights on marketing strategies that truly resonate with customers. In this blog post, we’ll unpack her key takeaways, focusing on how to move beyond outdated USPs and create a marketing approach that makes your business truly stand out.

Why USPs Don’t Work (And What To Do Instead)

Chantal and I both agree: Unique Selling Propositions (USPs) are often ineffective. Why? Because most businesses end up saying the same thing! Chantal’s experience working with numerous coaches and consultants revealed a common pattern – everyone claims to be unique, but they’re actually offering very similar services.

My takeaway here is that focusing on what makes you different as an individual might be more effective than forcing a USP. Chantal highlighted that USPs are easier to create with tangible products, but when selling services, the focus shifts to customer emotion.

The Power of Standout Strategies

Instead of USPs, Chantal champions “standout strategies,” focusing on how your customers want to feel when working with you. This customer-centric approach involves identifying the emotions that matter most to your target audience (safety, amusement, etc.). Chantal’s five standout strategies offer a framework to achieve this, and the right strategy for your business depends on the needs and emotions of your ideal customer. This really resonated with me because it’s so different from the traditional “features and benefits” approach.

Measuring Marketing Success: It’s Not Just About Numbers

A crucial element Chantal emphasizes is measurement. Too many small businesses jump into marketing tactics without establishing a baseline or tracking their results. Chantal’s approach is refreshingly simple yet effective. She tracks her phone calls, noting the source of each new inquiry. This allows her to see what marketing strategies deliver the best results and double-down on her success. This practical, data-driven approach is something I’ll definitely be implementing.

The Art of Strategic Marketing: Don’t Just React, Plan!

Chantal stresses the importance of strategy over tactics. Before jumping into social media or other marketing activities, take a step back to define your goals, target audience, and the best way to reach them. This is essential when dealing with a marketing crisis. This strategic approach makes measuring your success easier and more meaningful. I found this to be exceptionally helpful; often we forget that before running any marketing campaign we should first plan and understand our target audience and goals!

Public Speaking as a Marketing Tool: Share Value, Then Sell

Chantal shared her experiences with public speaking, highlighting the importance of providing value to the audience without being overtly salesy. She suggested that it’s less about actively selling and more about subtly influencing and establishing credibility. It’s a more passive approach that relies on building trust and expertise to draw in potential clients.

American vs. English Marketing: A Cultural Divide?

Chantal points out interesting cultural differences between American and British marketing approaches. Americans are generally more outgoing and direct, while Brits tend to be more reserved. This impacts how businesses approach networking and outreach. I found this comparison fascinating, and it reinforces that the “best” approach is always the one that fits your target market.

Chantal’s Advice for Small Business Owners: Start With Your Network

Chantal’s key advice for small business owners starting their marketing journey is simple: start by talking to people you already know. Use your existing network. Don’t rely solely on social media; pick up the phone, build relationships, and let your network know about your business. I personally think this is excellent advice and something many business owners can benefit from.

Chantal Cornelius’s insights on strategic marketing offer a breath of fresh air. Her focus on customer emotions, careful measurement, and a thoughtful approach to public speaking is a recipe for marketing success. To delve deeper into Chantal’s five standout strategies, take her free test at AppletreeUK.com! You can also listen to the full podcast episode for a more in-depth understanding.

Find more Talk Commerce podcasts about marketing strategy here

Talk Commerce Guest Matt Hammonds

Steep Success: How Full Leaf Tea is Brewing a Fortune in the Digital Age

In this blog post, I’ll share insights from my recent conversation with Matt Hammonds, co-founder of Full Leaf Tea Company. Matt and his wife, Lisa, started their tea empire with just $2,500 and have since achieved remarkable 90% year-over-year growth, now employing 29 people! Their journey is a testament to the power of passion, smart business strategies, and adapting to the ever-changing ecommerce landscape.

From Coffee to Tea: A Passion Ignites

Matt’s journey began with a simple shift from coffee to tea. Discovering the positive effects of tea on his well-being fueled his entrepreneurial spirit. This resonates with me; finding a product you truly believe in is half the battle. Matt’s deep dive into loose-leaf tea and its versatility ignited his passion, setting the stage for Full Leaf Tea Company. He’s a true student of the business, constantly learning and improving – a trait I admire in any entrepreneur.

Sourcing, Blending, and the Art of Tea Infusions

Full Leaf Tea’s success lies in sourcing high-quality, organic ingredients and expertly blending them. Matt personally creates the blend ratios, constantly testing and refining his creations. He highlighted the importance of listening to customer feedback, which drives much of their product development. This echoes my own belief in customer-centricity. I was particularly interested in his approach to sourcing; the fact they strive for multiple suppliers for each ingredient showcases both their commitment to quality and their understanding of the potential for supply chain hiccups.

Marketing Strategies: A Multi-Channel Approach

Matt’s marketing strategy is a fascinating mix of old and new. While he utilizes digital advertising on platforms like Google and Facebook, he’s also ventured into traditional media like national TV ads and direct mail postcards. This balanced approach is smart—diversification is key in the ever-evolving digital marketing world. I too believe in hedging your bets. Relying on only one platform puts your business at the mercy of that specific platform’s algorithm changes and potential downtime.

The Power of Partnership: Working with Your Spouse

Matt shared the unique dynamic of working with his wife, Lisa. Their contrasting personalities and clearly defined roles create a balanced and successful partnership. I have personal experience with the challenges (and joys!) of working with a spouse, and Matt’s insights on how they achieve this balance highlight the importance of clear communication and defined responsibilities. His comment about his wife often initially disliking his new tea blends, only for them to become bestsellers, is a hilarious but important reminder that sometimes the best ideas need a little bit of outsider perspective before they truly shine.

Evolving with Ecommerce: Challenges and Opportunities

The conversation touched upon the changing ecommerce landscape and the challenges small businesses face. Matt mentioned the unpredictability of platforms like Amazon, and how he’s actively working to diversify his sales channels. I also appreciate his proactive approach in the face of economic uncertainty. His focus on building a loyal customer base is a crucial strategy for long-term success, and one which many entrepreneurs overlook in their rush to chase the next shiny object.

A Sip of Inspiration

Matt Hammonds’ journey with Full Leaf Tea Co. is inspiring. His story demonstrates the power of passion, adaptability, and a customer-centric approach. By listening to his customers and creatively blending his business strategy, he’s created a thriving ecommerce business. To hear more about Matt’s insights, be sure to listen to the full podcast episode! Remember to check out Full Leaf Tea Company’s website for a wide range of teas and resources. It’s a treasure trove for tea lovers of all levels!

Find more founder’s stories on these podcast episodes

Mitch Baker and Vance Ryan

Live from Shoptoberfest: Shopware vs. Shopify with Mitch Baker and Vance Ryan

Choosing the right ecommerce platform is key for any business. In this blog post, based on my recent Talk Commerce  Shoptoberfest podcast with Vance Ryan and Mitch Baker from Shopware, we’ll delve into the key considerations when selecting a platform, examining the differences between giants like Shopify and the robust capabilities of Shopware.

The “Solutions” Approach: Beyond Simple E-commerce

Vance’s role as a “Solution Specialist” at Shopware immediately highlighted a critical point often overlooked. It’s not just about picking a platform; it’s about finding a solution that integrates seamlessly with your existing systems (ERP, CRM, etc.). This isn’t a one-size-fits-all scenario. Many businesses have unique needs that require a more customized approach than what a typical SaaS platform like Shopify offers.  My own experience has shown me how often businesses underestimate the complexities of integrating different systems.

Shopify vs. Shopware: When One Size Doesn’t Fit All

While Shopify excels at providing a user-friendly, out-of-the-box experience, Vance rightly pointed out its limitations for businesses with complex requirements. He emphasized that Shopware’s open-source nature allows for far greater customization and scalability, something I’ve always advocated for. This is particularly true for B2B businesses with intricate workflows and unique needs.

The Importance of Asking the Right Questions

During the podcast, we discussed the common mistake businesses make: assuming they know what they need before exploring available options. Vance’s perspective was refreshing. He encouraged businesses to focus on understanding their unique complexities.  I wholeheartedly agree. The right questions aren’t just about features; they’re about understanding your business’s long-term vision and technological capabilities. If you’re overly complex and Shopify fits your needs perfectly, maybe you’re not as complex as you think.

The Myth of the “Safe” Choice: Re-platforming Risks

Vance challenged the assumption that choosing a well-known platform like Shopify eliminates risk. He highlighted the significant challenges and potential disruptions involved in re-platforming, especially for B2B businesses.  I’ve witnessed firsthand the headaches of re-platforming. The long-term consequences of a poorly chosen platform can outweigh any short-term benefits.

Beyond the Platform: The Value of the Right Partner

A critical takeaway from my conversation with Vance is the importance of the implementation partner. A strong system integrator (SI) can bridge the gap between your vision and the technical capabilities of your chosen platform. This collaboration is crucial for ensuring a successful integration and maximizing the platform’s potential.  I’ve seen the difference a skilled SI can make.

Find Your Perfect Fit

Choosing an ecommerce platform isn’t about picking the most popular option. It’s about identifying the solution that aligns with your specific needs, capabilities, and growth trajectory. Vance’s insights on Shopware’s flexibility and open-source nature challenged the conventional wisdom, demonstrating that a more bespoke approach can offer significant advantages for businesses ready to tailor their solutions. Listen to the full podcast episode to dive deeper into these important discussions

Find more podcast episodes about Shopware here

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