female founders Archives

How OpenSponsorship is Transforming the Future of Athletic Partnerships with Ishveen Jolly

April 29, 2025 Brent W. Peterson

I recently had the pleasure of sitting down with Ishveen Jolly, CEO and co-founder of OpenSponsorship, for an engaging discussion about the evolution of influencer marketing in sports. What struck me most about our conversation was how technology is revolutionizing the traditional athlete sponsorship model, creating opportunities for both established athletes and emerging influencers.

Breaking Down the Barriers in Sports Marketing

During our discussion, Ishveen shared how she identified a crucial gap in the sponsorship marketplace. As a former athlete herself, she understood the challenges of connecting brands with athletic talent. “Why is there not an Airbnb of our industry?” she wondered back in 2015. This question led to the creation of OpenSponsorship, which has now grown into the largest marketplace connecting brands with athletes for sponsorship deals.

The Changing Face of Influence

What I found particularly fascinating was OpenSponsorship’s recent milestone: over 50% of their deals now go to female athletes. This shift represents a significant evolution in sports marketing, and as Ishveen pointed out, it’s often because female athletes tend to produce more engaging content naturally.

Beyond Traditional Athletics

One of the most interesting revelations from our conversation was OpenSponsorship’s expansion beyond traditional sports. They’re now connecting brands with:

Financial influencers
Healthcare professionals
Food and recipe creators
Outdoor sports enthusiasts
Wellness experts

The Data-Driven Approach

As someone deeply involved in ecommerce, I was impressed by OpenSponsorship’s sophisticated use of data analytics. Ishveen explained their social listening capabilities: “If you’re a pet food company, we can show you all the athletes who have talked about dogs or posted content about dogs who have over 8% engagement rate and cost less than $500.” This level of targeting precision is transforming how brands approach influencer partnerships.

The Power of Authentic Content

During our discussion, Ishveen shared an insight that really resonated with me – sometimes the biggest names aren’t necessarily the best content creators. She noted that individual athletes who’ve developed their personal brands often prove more effective at producing engaging content than top-tier professionals who might be less experienced with social media.

Making Sponsorships Accessible

What truly sets OpenSponsorship apart is their democratization of influencer marketing. With a minimum threshold of 10,000 followers, they’ve made brand partnerships accessible to emerging athletes and influencers while maintaining quality standards that ensure ROI for brands.

Looking to the Future

As we wrapped up our conversation, it became clear that OpenSponsorship is just scratching the surface of what’s possible in the influencer marketing space. Their expansion into new categories and continued focus on data-driven matchmaking suggests exciting possibilities for the future of brand partnerships.

Key Takeaways

The influencer marketing industry has evolved into a multi-billion dollar sector
Content quality and ROI now outweigh celebrity status
Technology and data analytics are crucial for successful brand-influencer matching
There’s significant opportunity for athletes below the top 5% to secure valuable partnerships
The future of sponsorships lies in authentic content and measurable results

Final Thoughts

As someone who regularly speaks with innovators in the ecommerce and digital marketing space, I’m particularly excited about how platforms like OpenSponsorship are reshaping the landscape of brand partnerships. Ishveen and her team are creating a more accessible, data-driven, and efficient marketplace that benefits both brands and influencers.

To learn more about OpenSponsorship, visit opensponsorship.com or reach out to Ishveen directly at ishveen@opensponsorship.com.

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Slate Flosser Leads the Electric Dental Care Revolution with founder Brynn Snyder

April 22, 2025 Brent W. Peterson

I recently had the pleasure of speaking with Brynn Snyder, the innovative founder of Slate Flosser. What started as a solution to dental anxiety has evolved into a groundbreaking oral health company that’s changing how we think about flossing.

The Genesis of Slate Flosser: A Family’s Mission

Brynn’s journey is fascinating – from her background in industrial design at BYU to collaborating with her husband, Danny Snyder, a practicing dentist. Their mission began when Dr. Snyder noticed a concerning pattern: patient anxiety in the dental chair often stemmed from poor flossing habits. This observation sparked an idea that would eventually revolutionize oral care.

Innovation Meets Dental Health

What impressed me most during our conversation was the thoughtful engineering behind Slate Flosser. The device isn’t just another dental tool – it’s a carefully designed three-in-one solution that incorporates:

Sonic vibration technology with strategically placed motors
Special triangular designs that reach crucial embrasure areas
An integrated tongue scraper
Innovative bristles and ribs that make plaque removal visible

From Kickstarter Success to Market Growth

Brynn shared their remarkable journey from concept to market. Their Kickstarter campaign in 2021 was a testament to the product’s potential, raising nearly $200,000 in just 30 days. What really caught my attention was their commitment to testing – they manufactured 500 units before the campaign to ensure dental professional approval.

The Impact on Oral Health Habits

The statistics Brynn shared were eye-opening. Their Kickstarter users reported an impressive 85% compliance rate with flossing 5-7 days per week. As someone who admits to being inconsistent with flossing, I found their approach to habit formation particularly interesting, focusing on:

Visibility (keeping the flosser next to your toothbrush)
Positive feedback through sonic vibrations
Regular reminders
Making the process easier and more enjoyable

A Growing Impact on Community and Health

Beyond product innovation, Slate Flosser is making a difference in their community. Based in Spokane, Washington, they’ve created employment opportunities for the local refugee community through their fulfillment operations. They’re also passionate about educating people about the crucial link between oral health and overall wellness – including the startling connection between gum disease and dementia risk.

The Bottom Line

My conversation with Brynn revealed how innovation in oral care can go beyond just creating new products – it’s about making essential health practices more accessible and enjoyable for everyone. Whether you’re using traditional floss, water flossers, or Slate Flosser’s innovative solution, the key message remains: regular flossing is crucial for both oral and overall health.

Want to learn more about this revolutionary approach to oral care? Listen to the full episode of Talk Commerce with Brynn Snyder, and check out Slate Flosser’s products at SlateFlosser.com.

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Revolutionizing Retail: How Commercial Robotics is Reshaping Customer Service with ToDo Robotics

April 8, 2025 Brent W. Peterson

Hey there, Brent Peterson here! On this exciting episode of Talk Commerce, I had the pleasure of sitting down with Marianela Nanninga, the innovative founder and CEO of ToDo Robotics. Her journey from spotting a simple serving robot in South Korea to deploying over 250 commercial robots across America is nothing short of remarkable.

The Entrepreneurial Spark

When Marianela shared her story of discovering that first robot in a South Korean restaurant, I couldn’t help but smile. It reminded me of how transformative moments in technology often start with a simple observation. She saw beyond the novelty of a slow-moving serving robot to envision a future where commercial robotics would revolutionize multiple industries.

Breaking Through Corporate Barriers

What struck me most about Marianela’s journey was her persistence. After developing a successful robotics program within a larger company, she faced rejection from the board. Instead of giving up, she recognized her unique position – she was the only one with the knowledge, experience, and vision to make it happen. This led to her founding ToDo Robotics, a decision that has proven transformative for the industry.

Real-World Applications

During our conversation, Marianela highlighted several key applications:

Restaurant Service: The Bellabot serves as a reliable food runner, supporting (not replacing) wait staff
Commercial Cleaning: Industrial-scale robots handling 20,000 square feet per hour
Cooking Systems: Automated woks ensuring consistency in institutional kitchens
Senior Living Support: Robots facilitating telemedicine and resident check-ins

The Human Element

One aspect I particularly appreciated was Marianela’s emphasis on workforce development. As she explained, “We’re not replacing workers; we’re upgrading their skills.” The story of a housekeeper proudly becoming a robot operator perfectly illustrates this transformation.

Looking Ahead

The future of commercial robotics is bright but measured. Marianela’s practical approach to AI integration – preferring simplified language models over complex chatty systems – shows a deep understanding of what businesses and customers actually need.

Personal Takeaway

As someone who’s witnessed numerous technological transitions in commerce, I find Marianela’s approach refreshingly practical. It’s not about robots taking over; it’s about making businesses more efficient and jobs more sustainable.

Final Thoughts

This episode of Talk Commerce reinforced my belief that the future of retail and service industries lies in finding the right balance between human touch and technological efficiency. Marianela’s vision of robots as assistants rather than replacements sets a positive trajectory for the industry.

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Social Commerce Evolution: How Motom is Bridging the Creator-Brand Gap

April 3, 2025 Brent W. Peterson

Motom’s innovative platform bridges the gap between brands and creators, revolutionizing social commerce with data-driven solutions

AI in Marketing: Finding the Balance Between Automation and Human Connection

March 25, 2025 Brent W. Peterson

In this enlightening episode of Talk Commerce, I sat down with sisters Kelly Evans and Courtney Hurley, who shared their expert insights on the evolving role of AI in marketing and the critical importance of maintaining human connection in business. Their unique approach to combining technological efficiency with authentic human interaction offers valuable lessons for businesses of all sizes.

The True Value of AI in Marketing Automation

One of the most striking insights from our conversation was how businesses often misuse AI tools. As Kelly pointed out, while many companies focus on using AI for content generation, its real power lies in backend operations and data analysis. “Use AI as your intelligence tool, which is what it’s supposed to be doing – not artificial content creation,” Kelly emphasized.

Courtney shared a compelling example of how proper AI implementation increased one client’s ROAS (Return on Ad Spend) by 850% over a year – and this was for a company spending $2 million annually on Google Ads alone. The key wasn’t just in deploying AI, but in using it strategically to analyze and optimize lead scoring data.

The Human Element: A Competitive Advantage

Perhaps the most powerful insight from our discussion was about the growing importance of human interaction in business. Courtney revealed how their simple shift from automated marketing emails to personalized communications resulted in dramatic improvements:

Open rates increased from 23% to 58%
Click-through rates jumped from 0.5% to 27%

“People are starting to crave more and more of that human connection,” Courtney noted, highlighting how this desire for authentic interaction is becoming a key differentiator in the marketplace.

Smart Tool Integration: Less is More

One of the most practical takeaways from our conversation was Kelly’s “three-tool rule.” She advises businesses to:

Maintain one central database system
Focus on a single primary marketing channel
Add only one additional tool specific to your business needs

As your host, I’ve seen countless businesses struggle with tool overload, and this streamlined approach makes perfect sense for maintaining efficiency while reducing costs and complexity.

The Future of Marketing: Balancing AI and Human Touch

Looking ahead, both Kelly and Courtney emphasized that successful businesses will be those that effectively combine AI’s analytical power with meaningful human interactions. They’re seeing a shift away from fully automated systems toward solutions that facilitate real human connections while using AI to handle backend processes efficiently.

In my years of hosting Talk Commerce, this conversation stands out for its practical insights into how businesses can harness AI’s power while maintaining their human essence. As Kelly aptly put it, “Marketing needs to do its job and then inform you effectively and not become your job.”

Want to learn more about balancing AI and human elements in your marketing strategy? Listen to the full episode with Kelly and Courtney, and visit MarketLikeACMO.com to connect with these insightful marketing experts.

The world of ecommerce and marketing continues to evolve, but one thing remains constant: the need for authentic human connection. As we navigate these changes together, let’s remember that technology should enhance, not replace, the human element in business.

Find more episodes about marketing strategy here.

Hey Bamboo: Revolutionizing Sustainable Paper Products with Joslyn Faust

March 18, 2025 Brent W. Peterson

The pandemic sparked countless entrepreneurial journeys, but few are as unique as Joslyn Faust‘s transition from tech marketing executive to sustainable paper products innovator. In my recent Talk Commerce podcast episode, I sat down with Joslyn, the founder of Hey Bamboo, to discuss how she’s revolutionizing an industry that affects everyone’s daily life.

The Pandemic Paper Problem

During our conversation, Joslyn shared how the toilet paper shortage of 2020 opened her eyes to some shocking statistics. “27,000 trees are cut down every day just for toilet paper,” she revealed. This revelation, combined with her teenagers’ brutally honest feedback about existing sustainable alternatives, inspired her to create something better.

Why Bamboo Makes Perfect Sense

One of the most fascinating parts of our discussion was learning about bamboo’s superiority as a raw material. As Joslyn explained, “Bamboo can grow up to three feet a day, and it’s ready to harvest in just 45 days.” What really caught my attention was learning that bamboo is actually stronger than steel and more absorbent than wood, making it an ideal material for paper products.

Innovation in Sustainability

Hey Bamboo isn’t just about the product – it’s about rethinking the entire approach to sustainable paper goods. Joslyn’s commitment to sustainability extends to every aspect of the business:

Zero-waste packaging using thin paper wrap
Soy-based inks for recyclability
Bamboo cores in every roll
Unbleached paper products (because who needs bleached toilet paper?)

Breaking Into the Market

What impressed me most about Joslyn’s approach was her keen understanding of her market. Rather than focusing solely on environmental messaging, she recognized that customers wanted both sustainability AND quality. “People don’t really want to give up the quality they’re used to,” she noted during our chat.

The Future of Hey Bamboo

The brand is already making waves on Amazon and is expanding into paper towels and facial tissues. Joslyn’s vision for retail presence, particularly in natural grocery stores like Whole Foods and Sprouts, shows promising potential for growth.

Final Thoughts

As someone who’s interviewed countless entrepreneurs, what stands out about Joslyn’s story is how she’s taken something as ordinary as toilet paper and transformed it into an opportunity for meaningful environmental impact. Hey Bamboo demonstrates that sustainability doesn’t have to mean sacrifice – sometimes it can actually mean improvement.

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Beyond USPs: How to Create Real Emotional Connections with Your Customers

March 11, 2025 Brent W. Peterson

It’s fascinating how many businesses still rely on generic unique selling propositions (USPs) that aren’t actually unique at all. In my recent Talk Commerce conversation with Chantal Cornelius, founder of Apple Tree Marketing, we dove deep into this challenge and explored a fresh perspective on standout marketing strategies for today’s crowded market.

The Journey to Standout Marketing Strategies

After 25 years in marketing, Chantal noticed a pattern: coaches and consultants were all using the same language to describe their services. “I help you get from where you are to where you want to be” became a universal, yet ineffective message. This observation led her on a nine-year research journey, culminating in her new book “Standout Strategies.”

The Five Emotional Strategies That Make Businesses Stand Out

During our discussion, Chantal revealed the five core strategies she’s identified:

1. Certainty

This strategy focuses on being a safe pair of hands. Businesses using this approach emphasize reliability and consistency – think McDonald’s, where customers expect the same experience every time.

2. Connection

This strategy builds on creating a sense of belonging. It’s particularly effective for networking organizations where members want to feel part of something bigger than themselves.

3. Contribution

Perfect for charities and purpose-driven organizations, this strategy helps customers feel they’re making a difference in the world.

4. Growth

This approach appeals to clients seeking personal and professional development, emphasizing excitement, empowerment, and freedom.

5. Significance

This strategy caters to those wanting to be heard and respected, focusing on helping clients make a bigger impact.

Finding Your Strategy: A Personal Insight

What struck me most during our conversation was Chantal’s candid admission about her own business. She initially thought growth was her strategy, but customer feedback revealed they valued her as a “safe pair of hands” – certainty was her true strength. This highlights an important lesson: sometimes our perception of our business differs from what our customers truly value.

The AI Factor in Modern Marketing

We also discussed the role of AI in marketing, and Chantal shared an interesting perspective on using AI tools while maintaining authentic human connection. She emphasized that while AI can help create content, it’s crucial to maintain your unique voice and emotional connection with your audience.

Takeaways

The insights Chantal shared remind us that successful marketing isn’t just about what we do, but how we make our customers feel. Whether you’re a solopreneur or running a larger organization, understanding your emotional strategy can be the key to truly standing out in your market.

Want to learn more? You can find Chantal’s book “Standout Strategies” on Amazon or visit appletreeuk.com to take the free strategy assessment test.

Listen to other episodes about marketing strategy here

Listen to another episode with Chantal here

Transforming Food Waste into Delicious Snacks with Betty Liu

January 14, 2025 Brent W. Peterson

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

JAMBAR Organic Energy Bars Summit New Heights with Aspen Snowmass Partnership

January 13, 2025 susanmakolea

JAMBAR®, created by PowerBar® inventor Jennifer Maxwell, partners with Aspen Snowmass as the official Energy Bar Affiliate Partner, bringing organic nutrition to four world-class mountain resorts.

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

January 7, 2025January 7, 2025 Brent W. Peterson

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.

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