Episodios

  • Helping Heal Earth Through Regenerative Agriculture with 99 Counties Founder Christian Ebersol

    Helping Heal Earth Through Regenerative Agriculture with 99 Counties Founder Christian Ebersol
    Mar 31 2023
    Episode SummaryDo you know where your meat is coming from? When you buy from 99 Counties your products come from local farmers and are hand delivered to your home. 99 Counties is on a mission to build a regional food economy focused on regenerative agriculture practices to help heal the earth, and bring healthier food to our communities!DescriptionChristian Ebersol is the CEO of 99 Counties. 99 Counties is a regenerative meat company proudly delivering locally-sourced, nutrient-dense regenerative meat to Chicagoans and Iowans. Previously, Christian led sales and new product teams at Health IQ and worked as a venture investor at Comcast Ventures. He grew up in Cornwall Connecticut and received his graduate degree from Bowdoin College.In this episode you’ll learn about: A Direct-to-Consumer (DTC) approach - why Christian and Nick chose to start with the 99 counties in Iowa and focus on customer satisfaction and sustainability over business expansion.Regenerative food  - the importance of buying locally grown and sourced food for the health benefits for consumers and for the health of the planet.Making an impact - how 99 Counties is setting the example for a green, eco-friendly business and their mission is to inspire others to do the same.Multi-layer marketing - why 99 Counties is spreading its marketing through digital ads, social media content, email marketing, direct mail, and live events, and what they are seeing from each.Controlling the customer experience  - why 99 Counties uses their own drivers instead of relying on a shipping or delivery service, and how they are creating customer loyalty with their top-notch customer service.Building capital - the power of maintaining strong relationships when raising money and starting something new.Creating a multi-layer company - how 99 Counties is not only providing a healthier solution to their customers, but is also helping the environment, the farm animals, and is making an impact on jobs and rural development in America.Bridging the gap - how 99 Counties is helping farmers get their products to market in an easier way.Brand transitioning - How Christian’s partner Nick was able to keep many of his old customers  and the soul of the company when they re-branded to 99 Counties becasue of the relationships Nick cultivated with their customers. Resources:99 Counties Fall Line Digital Omers VenturesAnimal, Vegetable, Junk (book)Connecting with Guest:99 Counties on Youtube 99 Counties on Instagram 99 Counties on Facebook Christian on Email Connecting with the host:Rebecca Babicz on LinkedIn Quotables5:07 “So much of the way we farm in America, and the world, starts in the heartland, where a lot of these big industrial farming practices have their roots and continue to evolve.”10:22 “In the end, a lot of the places that we fundraised from successfully were people that I had built relationships with over a long period of time.”11:52 “I think this is like a quintuple bottom-line business, and that means it’s better for consumer’s health, it’s better for the planet, it’s better for the animals, it’s better for small-town America in jobs and rural development.”13:04 “You can’t undersell email as an important channel for us.”18:47 “It just creates more customer affinity and then again at a certain scale it actually is more advantages for us operationally  to be doing [deliveries] ourselves.”31:30  “We bridge the gap by working with a farmer and providing them a path to market that would otherwise be very hard for them to have.”32:52 “We’re really trying to solve that with 99 Counties, on a regional scale, creating a connection between customers who really care about buying great, local food, with farmers who want to serve that market.”34:58 “What we’ve found is you have to pair those digital efforts with more real-world efforts. So that's why we’re doing some of the event marketing, and some of the direct mail.41:44 “If we’re going to heal the planet we can’t just have the plants, we also have to have the animals.”
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    44 m
  • How to Launch an AI-Powered Rental Clothing Line with Founder of Taelor Anya Cheng

    How to Launch an AI-Powered Rental Clothing Line with Founder of Taelor Anya Cheng
    Mar 21 2023
    Episode SummaryDo you get tired of spending your time on laundry and trying to decide what to wear? Anya Cheng has created the perfect solution for men who are looking to expand their wardrobes without hours of shopping or racking their brains trying to put an outfit together. Introducing the first-ever, menswear, rental subscription platform. Offering styles crafted just for men to help them gain confidence through their wardrobes and save time finding a great style!DescriptionAnya Cheng is a Taiwanese American technology executive and entrepreneur in Silicon Valley. Before launching her artificial intelligence (AI) startup, Taelor, she helped build Facebook Shop, a social commerce initiative where people can explore and purchase products directly on Meta (formerly Facebook) and Instagram. Before that, she led the go-to-market for Facebook’s Wi-Fi Tech and Innovation team where she improved digital literacy by bringing the Internet to countries without fast connections. As Head of Products, she transformed eBay Classifieds’ emerging business and built Target’s mobile tablet eCommerce app. As McDonald’s Senior Director of eCommerce, she launched their global food delivery apps from scratch. Cheng is currently the Founder & CEO of Taelor, a AI-powered menswear rental subscription platform busy men to rent styles and for brands/retailers to test products and predict trends. Taelor is an award-winning sustainability startup that has won various competitions hosted by accelerators including Draper University, University of Chicago Polsky Center and SPARK Accel.Cheng is also an adjunct lecturer at Northwestern University and 500 Global (formerly 500 Startups) where she teaches software product management and marketing. She is the author of a best-selling career book, a TEDx Talk speaker, and a social media influencer. Cheng was named Girls in Tech 40 Under 40 in 2018 and nominated as a Marketer of the Year by Min Magazine U.S. in 2013. Her work has won 20+ awards including the Webby Award for Best for Shopping App, The Communicator Award, and the Rising Star Award of Social Network Category by Mobile Village. She is a volunteer career coach who has inspired thousands of young professionals and currently serves on the volunteer boards for the North America Taiwanese Engineering and Science Association, Taiwan Tech Arena (a non-profit supporting minority founders) and STUF United Fund (a non-profit supporting charitable causes.)Cheng received her MBA from the University of Chicago Booth School of Business and a Master of Science degree in Integrated Marketing Communications from Northwestern University. In this episode you’ll learn about: Shifting from the large corporate world to a start-up brand - how Anya overcame the struggles of shifting from a world-traveling, top-name brand corporate employee, to starting up her own brand and working from home.Ambassador funding - how Anya funded the launch of her start-up through crowdfunding.Overcoming imposter syndrome - how Anya struggled with feeling out of place but how having the right wardrobe helped her feel more prepared and now she wants to give other people that same opportunity and confidence.Serving the men’s market -  why Anya chose to target the male demographic and the problems her brand solves for men.Finding the right business partner - how Anya chose her business partner based on their different strengths and backgrounds.Launching a business during the pandemic - how Anya leveraged the work-from-home world to start her business off strong with fewer, more targeted items.Created an environment where people want to work - how the employee mentality shift during the pandemic affected Taelor, and why people chose to work there.The growth from a one-product shop to a one-stop-shop for all menswear needs - how Taelor went from selling only tops during the pandemic to expanding into a full men’s clothing line in just a few years, and why that decision lead to their success.The power of a good wardrobe - Anya’s belief that people dress to achieve a goal, is her passion and inspiration behind her brand.Working smarter, not harder - how Anya incorporated AI- systems to help run the workflow of the business so she can tweak things when needed but not have to be hands-on all the time.Selling a solution - how Taelor is solving problems for their customers and how the focus on being a problem solver has made their marketing successful.Leveraging SEO, magazine ads, and email marketing to grow brand awareness - Anya’s marketing strategies for Taelor and how she grew the brand name through multiple funnels and layers.Understanding the customer journey - how Anya employed customer feedback to improve her marketing plan.Resources:Taelor Use code "ECOMMERCEQUEST" to get 25% off your first-month menswear rental subscription at https://taelor.style/pages/membership Fall Line Digital ...
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    50 m
  • From Wholesale To D2C, How Michelle Misas, Founder of Consciously Baby Built A Successful Baby Footwear Brand

    From Wholesale To D2C, How Michelle Misas, Founder of Consciously Baby Built A Successful Baby Footwear Brand
    Mar 14 2023
    Episode SummaryWhen shopping for kids' shoes, do you get tired of all the bright colors, glitter, and cartoon characters? Michelle Misas saw the lack of options when it came to toddler footwear and has created a new handmade footwear line with your kids in mind. Consciously Kids shoes are made up of earthy colors, a timeless design, and quality, sustainable materials. Don’t forget to check out their Mommy and Me products!DescriptionMichelle Misas is the Creative Director at Consciously Baby Footwear, she has four years of experience in the children's footwear industry, and is one of the owners of the company. Born and raised in Barranquilla, Colombia, Michelle moved to the United States to earn her degree in Fashion Merchandising from Lynn University in Boca Raton, Florida. In her free time, she loves doing yoga, going to the beach, and discovering new restaurants.At Consciously Baby they are shaking up the children’s footwear industry with modern bohemian designs that can be worn with every outfit- for every occasion. Their philosophy is to maximize wear and reduce waste. All of their shoes are mindfully designed and crafted with longevity and versatility in mind! Consciously Baby launched in 2019 after noticing a need for more conscious children’s fashion options, and it is their mission to influence children from an early age to be mindful of fast fashion.In this episode you’ll learn about:  Getting customer feedback - how Michelle leveraged Facebook groups and product gifting to get more feedback on her new products.Product inspiration - Consciously Baby strives to make clothes that intertwine confidence and style, this is where Michelle gets her inspiration for their design.Creating your “hero” product - how Michelle strategized the creation of the Everyday Chelsea Boot and why it was a game changer for their business.Introducing new styles to the market - how Michelle’s new style and color ideas landed in the market with wholesalers and consumers.Finding a factory for product development - how Michelle researched factories and took a trip to China to select a factory to turn her idea into a product.Wholesale trade shows - how Michelle started out selling in trade shows and how that boosted their company's visibility.Pivoting from wholesale to direct-to-consumer sales - how Consciously Baby started out selling 80% of their product wholesale to other stores, but now they have flipped the switch and are selling 80% of their products directly to consumers from their website.The snowball effect of wholesaling - how the company's visibility, influence, and sales grew thanks to their wholesalers and retailers spreading the word of their brand.The importance of quality - when you provide your customers with a quality product you will have more repeat customers and more word-of-mouth marketing as your customers share their product with friends and family.Finding the right price point for your product - how Michelle decided on her product prices based on value, style, and the quality of her products.Production and inventory planning - how to navigate your inventory vs production numbers when you offer a wide variety in sizes or products to avoid over-buying.Having a strong relationship with your manufacturer - when you sell a large variety of sizes (or products) it’s important to have a good relationship with your manufacturer so you aren’t forced into buying inventory you don’t need with high minimums, giving you the chance to sell out of products before you get more.The power of Facebook ads - how Michelle has found success in finding new customers and growing her business using Facebook ads.Email and SMS text marketing lists - how to grow your list, and how to use that list to boost sales and encourage growth in the business.The high conversion rate of text marketing - when consumers subscribe to text alerts they are already interested in your brand, they are ready to shop and more likely to take action.Using affiliate marketing programs - the simplicity of offering an affiliate marketing program to your consumers and how it can be a win-win.Organic social media marketing - the importance of creating original content that provides value, and is relatable when trying to gain followers and grow your audience.Leveraging user-generated content - how to get started with your users and consumers to boost your visibility with user-generated content without it affecting the look of your brand.Working with content creators - the growing pains of finding and working with content creators and ways to specify your brand details to get what you want.Incentivizing repeat customers - Michelle’s follow-up process and how it leads to a high repeat customer percentage by offering discount codes.Resources:Consciously Baby Fall Line Digital Attentive - SMS marketingGoaff Pro - Affiliate marketingTargetChelsea BootsKlaviyoConnecting with Guest:Michelle InstagramConsciously Baby ...
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    47 m
  • Scaling To Success with Collab King and Founder of State Bicycle Co. Mehdi Farsi

    Scaling To Success with Collab King and Founder of State Bicycle Co. Mehdi Farsi
    Mar 7 2023
    Episode SummaryFinding his inspiration in the Tour De France and the great athlete Lance Armstrong, Mehdi Farsi has turned his passion into a successful bicycle design and creation company. At State Bicycle Co. they focus on creating bikes that are both affordable and attractive. These are not your mother’s bicycles!DescriptionMehdi Farsi is the visionary behind State Bicycle Co.’s products and designs as well as the driving force of the company’s marketing and large social media presence. In charge of the company’s image, Mehdi’s primary responsibilities include branding, product development, marketing, website design, and collaborations/co-branding. Mehdi enjoys creating a productive and engaging work environment and often organizes company events and races along with managing the State Bicycle Co.'s internationally-known cycling team. Mehdi graduated from Arizona State University’s Barrett Honors College and W.P.  Carey School of Business with a degree in Marketing. His previous jobs range from working at a large dot-com company to founding a $1m+ grossing online furniture business at the age of 22; all of which are foundational to his success at State Bicycle Co.In this episode you’ll learn about: Modernizing the bike riding experience - how State Bicycle Co. is making the sport of cycling more inclusive and attractive to new riders and younger generations.The vision for a one-stop-shop bicycle store  -  how Mehdi and State Bicycle have become known both online and in stores for their variety of quality, affordable products.Going from direct-to-consumer sales to selling with dealers - how Mehdi was ahead of the curve with his vision for their bicycle brand, how they moved from a 100% direct-to-consumer company, into partnering with local bike shops to sell in a store, and how that improved their customer experience.Finding the balance between online sales and in-store dealers - the importance of online sales for profit, but having a storefront for customer education, visualization, and an overall improved buying experience.Getting a jump on the competition - how jumping into the game, and building their own brand before there was another like it, gave State Bicycle Co. a leg up on the competition and the time to build their reputation.Creating a rider-funded company - how growing organically through customer loyalty  and funding proved to be the success of the State Bicycle Co., as opposed to companies who relied on outside investors.Putting yourself in the shoe of your consumer - why  Mehdi continues to personally run the company Instagram, and how keeping a pulse on their consumers has helped the company succeed and grow.Marketing a visual product - how Instagram, Facebook, and Youtube communities have helped spread the word of State Bicycle Co. and inspire riders.Leveraging reviewers to supplement growth and PR - how pushing bikes out to reviewers in numerous publications helped spread the word of State Bicycle Co. and helped improve their credibility.Choosing a branding message - the struggles of selling multiple targeted products and how to market your brand without confusing your consumer. Why Mehdi focused on marketing to everyone, only tailoring the marketing message when necessary.Becoming a collab king - how Mehi was able to sign with such well-established brands as Wu-Tang, Ozzy Ozbourne, NASA, Corona, and the Grateful Dead, and how he chose which brands to collaborate with.Resources:State Bicycle Co. Fall Line Digital Tour de FranceLance ArmstrongWu-TangOzzy OzbourneGrateful DeadNASASimpsonsNotoriousConnecting with Guest:InstagramEmailConnecting with the host:Rebecca Babicz on LinkedIn Quotables10:14 “We see local bike shops as being a really important part of the whole ecosystem when it comes to cycling because there’s just stuff you’re not going to be able to do online.”10:34 “We have a really good relationship with 100s of shops throughout the country, so folks can choose to shop directly with us if there’s not a shop in their area, or if they prefer to go into a shop and see the bike before they ride it…a local bike shop is a great place to shop.”12:07 ”Some of that success was great timing on our part.”12:32 “I’m happy with when we started, and how we’ve decided to slowly grow the business organically versus rushing in and trying to just make a quick buck.”15:29 “Sometimes you can even make the mistake of listening to your customers too closely and listening to too much feedback.”18:03 “I don’t know that we’ve ever gotten into something purely because we think it would be lucrative,”19:24 “There are tons of accessible bikes. Are they attractive though? No. They’re bikes that people buy and ultimately end up being a bad investment because they sit in their garage or locked up somewhere, deflated and not ridden because there’s no emotional connection to that.”21:43 “More bikes on the road are better for everyone ...
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    48 m
  • Leveraging Licensee Deals to Explode a Customizable Footwear Brand with Founder of ISlide, Justin Kittredge

    Leveraging Licensee Deals to Explode a Customizable Footwear Brand with Founder of ISlide, Justin Kittredge
    Feb 28 2023

    Episode Summary

    Stand in what you stand for! In this episode, Justin Kittredge shares how he created a quality, customized footwear brand. Justin’s passion for authenticity, sports, and uniqueness led to the inception of ISlide, a premium, customized, athletic shoe, made for expression and functionality.

    About Justin Kittredge

    Justin is a born entrepreneur who spent most of his life gaining valuable experience and connections at Reebok International. His wife Lindsay and him started Shooting Touch, a non-profit basketball organization that positively changes lives all using basketball as the critical vehicle. In 2013, Justin combined his passion for footwear, sports, and innovation by founding, ISlide, the first company to offer premium, customized, athletic slides. ISlide has been partnering with top major leagues (NBA, MLB, NCAA), cultural influencers, and athletes from youth to professional for the past 10 years.  Justin believes everyone deserves to stand in what they stand for from head to toe, expressing their passion and beliefs through customized footwear.




    In this episode you’ll learn about: 

    • Creating a quality custom item - why the extra work is worth the effort to create a unique item for every customer.
    • Printing on demand - how ISlide manages their inventory and workflow, to provide a quality product and experience for their customers.
    • Interviewing on Shark Tank - how the experience was not only a game changer for Justin and I Slide, but how the free marketing boosted their web presence.
    • Competing in the market - how ISlide has positioned itself to offer a unique, quality experience for its customers, setting them apart from the competition.
    • Using licensee deals to help market your product - making the right connections and deals that are beneficial to both sides.
    • Having a customer-focused business model - how focusing on creating the ideal product for each customer has set ISlide up for success.
    • The pros and cons of having a large market base - the difficulty in choosing who to market to and partner with, but also having numerous opportunities to sell to a wide variety of markets.
    • The importance of having a positive mindset - when you leave no room for failure, you find creative, alternative ways to stay in business and grow.


    Resources:

    • ISlide
    • Fall Line Digital 
    • Reebok
    • Adidas
    • Shark Tank
    • Isaia Thomas
    • Slow Grind
    • Hayden Cohen


    Connecting with Guest:

    • Justin Kittredge on Facebook
    • Justin Kittredge on Instagram
    • ISlide on Instagram


    Connecting with the host:

    • Rebecca Babicz on LinkedIn


    Quotables

    • 4:13 “Taking that first step is always the hardest.”
    • 5:36 “There was a void in the marketplace, there were quality slides that were out there, with no customization from big brands. And then there were low-end, kind of cheap slides that were custom. But they had costly setup fees, and high minimums.”
    • 5:54 “I always felt that customization was the wave of the future.”
    • 6:51 “We print everything on demand. That’s who we are and what we do.”
    • 7:08 “I didn’t mind the grittiness and hard work to be able to print one pair at a time.”
    • 7:36 “They want to make one model, and make millions and millions of them. Where for us, it’s more about, we don’t mind that labor intensiveness because it’s a very high barrier to entry, and that’s what we’re looking for as a niche business.”
    • 11:50 “We were helping them express themselves in a very different and unique way. They’ve never been able to do that.”
    • 13:40 “Whoever you’re trying to work with, is how is it going to benefit them. Instead of talking about how great you are. 
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    43 m
  • Simple Ad Strategies E-Commerce Brands Can Take Away From The 2023 Superbowl

    Simple Ad Strategies E-Commerce Brands Can Take Away From The 2023 Superbowl
    Feb 21 2023

    Episode Summary:

    Companies are spending billions of dollars on their Super Bowl ads. If you had that kind of money, what commercial would you create? In this solo cast episode, host Rebecca Babicz explains in detail why the super bowl commercials are so popular and how we too can make targeted ads that create an emotional connection with our future customers! 



    Description:


    In this episode you’ll learn about: 


    • What e-commerce brands can learn from Super Bowl ads  - why they are so memorable and how we can incorporate their targeting plan.
    • The high cost of Super Bowl ads - why companies are spending so much money on research for their 90 seconds of show time.
    • Selling to the internal problem vs. the external problem - how this year's top Super Bowl ad included both and why that is a good technique.
    • The importance of creating an ad that resonates with your target customer - ways to create ads that are memorable and people will want to share.
    • Creating a hook or ad based on internal problems - focusing on the internal problem you solve for your customer is the base of any good ad.
    • Narrowly targeted ads - why niching down and creating extremely targeted ads is a better strategy because you can resonate with your target audience.
    • Examples of this year’s Super Bowl ads that exemplify solving internal problems - how we as brands can adopt these ideas and create more memorable and relatable hooks.

    Resources:


    • Fall Line Digital 
    • Super Bowl LVII
    • Super Bowl Ads 2023
    • "Forever" The Farmer's Dog Commercial
    • "Binky Dad" KIA Commercial
    • “Don’t Do Your Taxes” TurboTax Commercial


    Connecting with the host:

    • Rebecca Babicz on LinkedIn


    Quotables

    • 4:33 “When you’re creating these ads that you want to create, what are you selling?”
    • 6:02 “If you are  an e-commerce founder or marketing leader, thinking about an ad campaign, I want to challenge you to think  about not only the external problem that you’re facing.”
    • 6:23 “Think about the internal problem that your customers are facing, as it relates to your product, and how you can come up with a campaign or hook based around that idea. I think that’s the foundation of all really strong ads.”
    • 8:40 “We can all learn from this ad that it’s really targeted in who their customer is.”
    • 11:46 “Be really narrow in who you’re targeting.”
    • 12:50 “Know your customer, know your target audience,  and create messages that will resonate specifically with them.”
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    17 m
  • Leveraging the Full Potential of Shopify with Certified Shopify Expert Jonathan Schwartz

    Leveraging the Full Potential of Shopify with Certified Shopify Expert Jonathan Schwartz
    Feb 14 2023

     As a registered Shopify expert, Jonathan Schwartz works alongside merchants helping them improve their online stores from the inside out, improving their backend workflow for optimum performance, and cleaning up the front end for a faster, smoother, customer experience.

    About  Jonathan:

    Jonathan "Adam" Schwartz lives in the Boston area and started JAS Technology in 2010 to offer software consulting services to businesses in need of a technology partner. Since 2013, JAS has been primarily focused on helping Shopify merchants improve their stores with custom theme and application development. A registered Shopify Expert, JAS Technology has enjoyed working alongside these Shopify merchants, learning about their businesses, and helping them thrive. 




    In this episode you’ll learn about: 

    • The ins and outs of e-commerce websites - incredible ways to integrate websites and apps to create the perfect e-commerce system.
    • Shopify from a developer point of view - Shopify is a fast-growing community, with many options for themes, applications, and uses. 
    • Using WordPress vs. using Shopify - the importance of knowing what you need in a website and how to choose the appropriate platform.
    • Having a plan - Building a website can be overwhelming, when you start with a plan for your products and pricing, you save yourself time, and stress.
    • Building a user-friendly website - why you should rely on your experts so you don't leave out any important aspects when building your website.
    • Developing a website theme - best practices and great resources for building your e-commerce website with a creative, original theme.
    • Finding the right Shopify apps - having the right apps can improve your website function, but too many apps can bug your site down, it’s important to find the right apps for you.
    • What is an API and how does it work - APIs allow our websites to integrate together or with 3rd party sites, it’s important to have an expert help you get these right!
    • The pros and cons of Shopify Plus - how its design is a great fit for high-volume companies.
    • Anything is possible in website design -  with a plan and a great design you can create the perfect website to match your every need
    • The importance of website speed and optimization - from checking your speed rating to making changes so it can run at optimal speed.
    • .The dangers of third-party apps, always do your research before adding an app to your website and make sure it won’t cause bugs or slowdowns.


    Resources:

    • JAS Technology
    • Fall Line Digital 
    • Out of the Sandbox
    • Pixel Union
    • Klaviyo
    • Bundles
    • Shopify
    • WordPress
    • Storetasker
    • Work with Shop


    Connecting with Jonathan:

    • Jonathan Schwartz on LinkedIn
    •  Email

    Connecting with the host:

    • Rebecca Babicz on LinkedIn


    Quotables

    • 2:26 “My view of Shopify is that it’s a fantastic platform, really powerful.”
    • 4:04 “WordPress was a content management system that added e-commerce, and Shopify is an e-commerce system that added on content management.”
    • 10:41 “ Shopify apps are kind of like iPhone apps, where the majority of them are garbage, some of them are awesome.”
    • 12:58 “If Shopify did everything perfectly, no one should need me.”
    • 14:50 “Everything’s possible, that’s the beauty of this open platform.”
    • 17:15 “ I know people who have a WordPress site and a Shopify site and guess what, they both have APIs so you can communicate between them if need be.”
    • 24:24 “Everything is possible, you just have to scope it out well and design it.”
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    36 m
  • By Moms, For Moms: Growing A Kid’s Brand From The Ground Up With Goumi Kids Founder Lili Yeo

    By Moms, For Moms: Growing A Kid’s Brand From The Ground Up With Goumi Kids Founder Lili Yeo
    Feb 7 2023

    As a mother of two, Lili understands the struggles of finding the right clothes for your baby. Every mother wants to do what is right for their child, starting with clothes that fit, are comfortable and functional, and look good. When Lili couldn’t find a single company that offered what she needed, she banded together with her mom's community and built Goumi Kids, so that every mom could buy the right thing for their baby.

    Lili Yeo has 22 years of experience in consumer marketing with Fortune 200 companies and the last 12 years with Goumikids - a startup she co-founded and grew spanning baby apparel & accessories and distributed online, specialty & big box stores in multiple countries.   


    Prior to goumikids, she headed the China practice and led cross-functional teams to create market-relevant, profitable consumer experience solutions at Ziba design, Nike, Adidas & Hewlett Packard.  Lili holds an MBA from the Institute of Management Development (IMD), a BA in International Marketing from the University of Washington, and a Certificate from Beijing University. She was also a guest lecturer at the Tianjin University of Finance and Economics on International Marketing, International Trade, and Cross–Cultural Communication. Lili speaks five languages, including Mandarin Chinese, Spanish, and Tagalog, and is mom to two mini-mes Iliana & Ariana.





    In this episode you’ll learn about: 

    • Understanding that every baby is different  - how Lili created Goumi Kids to have the most options for mothers.
    • A company by moms, for moms - how being a mother played a huge role in the values  of Lili’s company, and how she has built her brand with the needs of all moms at the heart.
    • Staying relevant - how Goumi Kids stays in touch with their customers to improve existing products and decide on new products.
    • The mom-first, entrepreneur-second mindset - how Lili has created a work environment for her partners and employees that resonates with her values and creates a flexible, happy workplace.
    • Finding new customers at a quick pace - how Goumi kids stays relevant with new generations of moms from magazines and boutiques to Instagram and TikTok.
    • Finding the right formula for each product - How Lili works to create the perfect product every time, balancing functionality, sustainability, and beauty.
    • Giving your products time to marinate - every product may not be an instant success, some products need a little more time to get discovered.
    • Focusing on quality over growth  -  when you prioritize understanding the needs of your customers and creating a top-quality product to solve a problem, the numbers will come.
    • Knowing your scorecard - you can’t base your success off someone else’s score. Be true and authentic to your values and priorities, that is how you find your success.


    Resources:


    • Goumi Kids
    • Fall Line Digital 
    • Ziba Design
    • Nike
    • Adidas
    • Hewlett Packard


    Connecting with Guest:

    • Goumi Kids on Instagram
    • Goumi Kids on LinkedIn
    • Email 


    Connecting with the host:

    • Rebecca Babicz on LinkedIn


    Quotables

    • 2:47 “Why am I giving someone really good money to have time with my daughter that I can’t get back.”
    • 4:42 “These products that we buy are binary. Either they were functional but they were ugly, if they were pretty they didn't work. And if they were good to the planet, they usually weren’t the first two!”
    • 12:26 “We have to be very clear about what our scorecard is, what it is we seek to do, why we exist, why we wake up every day. And those set of core values are going to keep up through the hard times.”
    • 23:31 ”It’s so critical to never let our eye off of where does she need us, when does she need us, what does she need from us.”
    • 30:22 “What is the right growth for you and your team? Because not all growth is good.”
    • 33:11  “Get those building blocks in place about what it is you’re in this journey for, and what to you will mean success.”
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    41 m