DTC POD - tulip podcasst

🎞️ Clipfinder: Quotes, Hooks, & Timestamps

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Stephanie Kimel 00:03:29 00:06:22

"Creating a Home for Cannabis": "We thought about how, like Celia said, a lot of people are going to dispensaries that look like Apple Stores, and they're bringing their goods home and storing them in kind of makeshift ways. So why don't we offer a product and a brand that makes cannabis feel at home in your life or give it a considered place to live in your home?"

Stephanie Kimel 00:15:03 00:18:02

"Breaking Stigmas and Promoting Social Change": "We wanted to be a part of social change and awareness around the injustices that still exist today. So that was definitely going to be baked into our brand. And with that we wanted to be a part of the notion that we wanted to destigmatize cannabis use."

Stephanie Kimel 00:22:16 00:25:10

"Bringing Color to Home Decor: We wanted to go to market with a palette that felt fresh and stood out a bit, a forest green, an oat color, and a sky blue, with a pop of color when you open the box, to fit within your home but act as a conversation piece."

Stephanie Kimel 00:30:44 00:34:19

"Going Grassroots: We decided to go very grassroots with our initial launch, and we decided to do kind of like the antithesis of really what you see today, as opposed to launching with paying influencers, which we truly believe in, and support that industry and anything splashy like that, or even getting launch press."

Stephanie Kimel 00:46:57 00:50:04

"Breaking the Stigma Around Cannabis: We want to follow the rules and regulations. So as far as our strategy, we have a little bit of a different strategy on TikTok versus Instagram, as most brands do. With TikTok, we're really trying to come up with short, quick, fun videos of using the product that sort of just make people smile."

📚 Timestamped overview

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07:18 Product design, development, supply chains, marketing, research, workplace design, direct to consumer brands, product development, travel, manufacturers, design, make products.

10:12 Product design from market references and generative ideas.

12:07 Production quality and craftsmanship standards for products.

20:04 Team experienced in consumer brands creates cohesive brand identity, invests in customer value, and executes logistics and operations.

26:27 Data and feedback from interviews and surveys showed lack of storage solutions, leading to feature set and market potential validation.

29:07 Launched successful preorder on Shopify to fund first production run and grow community.

35:46 Launched preorder, sold out, went viral on TikTok, continuing to grow.

38:56 Experiences with successful marketing, unit costs, financial lens, estimating, color buying, merchandising, and color strategy.

41:34 Strong relationships essential for successful contract negotiations, transparency and flexibility key.

43:38 Sourcing partners through network and Kima Qima (third party quality network) for quality and inspection services.

❇️ Key topics and bullets

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Episode Topics:
- How Tulip Got Started: Co-founders identified a market gap in the cannabis industry, teamed up with Celia to develop a product that can be put on display, and built the brand around the authentic nature of how they got started with the product. - DTC Pod Introduction: A podcast about the ins and outs of building consumer brands, with a focus on helping founders learn from the best in the industry. - Launch Strategy: Importance of viral coefficient and early traction to dial up ads and drive growth. Discussion on presale and going through existing networks. - Supply Run and Inventory Management: Company launched with a grassroots approach due to limited funds for marketing. Personalized emails were sent to friends and family, encouraging them to share the product, resulting in early revenue from people the team didn't even know. - Branding: Company developed a color system that blends in with home decor but also stands out with fresh and natural colors. The branding is tasteful and clean, and the exterior of the box has a high-end ribbing that hints to the customer that the product is something they can put on display. - Product Launches: How the company approaches product launches by analyzing manufacturing requirements and financial constraints, estimating how many people they need to sell to, and looking at past sales numbers. - Scaling and Adaptation: The company scaled up production and grew their social media presence after a viral TikTok video led to a rush of orders. - Relationship Building: The importance of personal relationships with manufacturing partners and transparency in the journey. - Social Media Presence: Discussion on federal regulations around cannabis and the company's different strategies for TikTok and Instagram. - Content Strategy: The company's different content pillars, including education about the product, the people and mission behind the brand, and destigmatizing cannabis. The company values a two-way dialog with customers to learn and create conversation. - Upcoming Content: The company has upcoming content series to share, peeling back the onion on the brand's soul.

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