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DTC POD #321 - How Mila Nailed Success: The 20 Million Dumplings Club
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7 Strategic Questions

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Welcome back to DTC POD, entrepreneurs! Today we're adapting the brilliance from our latest episode with Jennifer Liao, who built her dumpling empire to a 20 million success story, into critical questions that every entrepreneur should ask themselves. So, if you're ready to grasp the same kind of success, here are seven essential inquiries drawn straight from Jennifer Liao's playbook. Number one, What product or service would get you excited to jump out of bed every morning to work on? Passion fuels perseverance, and just like Jennifer's love for Chinese food, your excitement for your product will drive your business forward. Number two, How can you prove that there is a demand for your product without breaking the bank? Budget-smart strategies like Jennifer's word-of-mouth approach can validate your business idea while conserving resources. Number three, Who would your first hires be if you could only choose a few roles to fill? Jennifer's strategic hires in marketing and branding were a game-changer. Think critically about which roles will most significantly impact your start-up's growth. Number four, Can you identify a gap in the current market offerings that your product could fill? Just as Jennifer noticed a demand for home-delivered, high-quality Chinese dumplings, spotting a unique niche can set you apart from the competition. Number five, What unique aspects of your personal or professional background can you leverage in your business? Jennifer's health tech and restaurant experiences gave her an edge. Reflect on your journey and how it can strengthen your enterprise. Number six, What critical metrics will you track to ensure your business is on the right path? Understanding your logistics and unit economics, like Jennifer did, will help you manage growth effectively and make informed decisions. And number seven, my all-time favorite query, if you could not possibly fail, where would you take your business in the next year? Just as Jennifer bravely upscaled her operations and expanded her product line, envision your apex of success and let that guide your strategy. Remember, these questions aren't just hypothetical—they're the backbone of a strategic blueprint for success. Let Jennifer Liao's story on episode #321 of DTC POD inspire you to carve out your own path in the thrilling world of entrepreneurship.

90 Day Rule: Motivation & Overcoming Hurdles

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It's within YOU to turn trials into triumph and your vision into reality. You're the architect of your fortunes and the master of your fate. Embarking on the next 90 days might seem daunting – there will be hurdles, doubts, and days when giving up feels easier. But the real test is whether you choose to persist EVERY SINGLE day irrespective of the hurdles life tosses your way. I've been there - I KNOW you can do it too! In 2020, Jennifer Liao faced a world of uncertainty. Her journey in health tech was stable, but her true passion lay elsewhere – in creating the ultimate Chinese dining experience. Despite the odds, she took a risk on a fast-casual restaurant amidst a global crisis. When COVID hit, it wasn't just about survival. It was about reimagining the way we enjoy Chinese cuisine. Imagine her tenacity, as she experimented with shipping frozen soup dumplings – paving a new path in the frozen food industry. With 20 million dumplings sold, she transformed a makeshift operation into a thriving DTC business. Advertising with just $5 CPA, she learned quickly, adjusted faster, and embraced the power of word-of-mouth. Now, overseeing a full team, an expanded facility, and a community who loves their dumplings, Jennifer embodies what it means to power through adversity. Her story teaches us the essence of adaptability and seizing every opportunity. Your journey might not be about dumplings, but the recipe for success is the same: resilience, learning from each step, and a dash of audacity. So let me ask you: What's your "dumpling dream"? How will you push through the dough of doubt and steam your way to success over 90 days? Drop a comment and JOIN the journey with @DTCPOD. Remember, it's the daily choices, the persistence in the face of challenges, that shape our destiny. Bookmark this dose of motivation and TAG a comrade in determination who needs to hear this. #DTCPOD #SuccessJourney #Resilience #DeterminedToConquer #EverydayExcellence #PowerToPersist #OvercomeAdversity #DreamBigHustleHarder #ChangeYourHabitsChangeYourLife #CommitToYourself #YouveGotThis 🥟💪🔥

10 Short Maxims

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Ready to savor the epic tale of 20 Million Dumplings? 🥟✨ Here's a morsel of wisdom from our latest DTC POD episode with Jennifer Liao: 1. Spot inspiration in chance encounters; it might just fund your dream. 🌟 2. Build not just a product, but also a brand that stands out from the crowd. 🛍️ 3. Grow your team organically; let necessity breed creativity in your hiring. 👥 4. Cherish customers' input—they're the compass guiding your content strategy. 🧭 5. Embrace the hurdles and turn them into your market edge. 🚧 6. Power of word-of-mouth: just as vital as elegant metrics. 💬 7. Strategize, but also stay nimble—your next pivot could be golden. 🏃‍♀️ 8. Keep an eye on the details; a melt-free guarantee can win hearts. ❤️ 9. Harness data to craft experiences that turn first-timers into loyal fans. 📊 10. Recall; authenticity in your journey captivates more than the destination. 🌈 Tune into Episode #321 to hear Jennifer spill the secret sauce to dumpling dominance! 🎙️ #DTCPod #BusinessGrowth #Entrepreneurship #StartUpLife #SuccessRecipe #FoodieFriday

7 Things to Avoid for Success

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7 things to stop doing to scale your business 👇 1. Avoiding Risks Consider the growth you're missing each time you play it too safe. Avoiding risks can prevent breakthroughs and stagnate your brand's progress. Bold moves can lead to big wins. 2. Ignoring Customer Feedback Failing to listen to those who use your products is like turning a blind hosting a party and not playing the music your guests enjoy. Embrace their insights to improve and innovate. 3. Overcomplicating Strategies Launching complex campaigns without clear objectives can drown your message. Simplify your approach to resonate more effectively with your audience. 4. Underestimating Relationships Neglecting the power of networking is like sitting on a goldmine with no shovel. Connections can open doors to partnerships, funding, and opportunities. 5. Static Marketing Using the same old marketing tricks? That's like wearing winter clothes in the summer – out of touch. Keep your marketing fresh and aligned with current trends. 6. Overlooking Brand Storytelling Not telling your brand's story is like hiding the cover of a fascinating book. Share your journey to captivate and connect with your customers authentically. 7. Settling for Mediocrity If you're not striving for the best, it's like serving a bland meal at a feast. Push for excellence in every dumpling – I mean, product – and in every customer experience. 🎧 Listen to DTC POD Episode #321 to learn how Jennifer Liao stopped these practices to reach the 20 Million Dumplings Club. #BusinessGrowth #SuccessTips #DTCPOD

Success Framework

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Cracking the dumpling code with Jennifer Liao: Highlight x Engage x Measure x Accelerate First, highlight the unique solution—those irresistible soup dumplings. Ramp up engagement through creative storytelling and solid branding. Invest in measuring the product's viral word-of-mouth impact. Finally, accelerate growth by responding swiftly to feedback and seizing opportunities. Mila's 20 million dumpling triumph is a masterclass in execution! 🥟✨ #DTCPOD #BusinessGrowth #StartupStrategy #FoodieSuccess #MilaMagic

Step-by-Step Strategy for Success

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LISTEN UP, Entrepreneurs!👂🚀 I've cracked the CODE to sky-high success and it's all about ONE thing: LISTENING to your customers.👂✨ It's not just about dropping new products; it's about truly UNDERSTANDING what your audience craves!🥟💡 Every bit of feedback, every question they ask... That's GOLD for your brand.💰🌟 And here's the kicker, I'll tell you exactly how it's done.🤫👇 Step 1: Gather all customer interactions over the past week.📲 (Yes! Every single DM, comment, and email!) Step 2: Identify the MOST asked questions and the MOST loved aspects of your product.📊❤️ Step 3: Use this info as your ULTIMATE guide to crafting content that resonates.🎨 (Create assets that answer questions BEFORE they're even asked!💭👌) This SIMPLE yet POWERFUL approach has turned my business into a customer magnet! And let's just say, we're not just selling dumplings; we're building a community!👫👭👬 I've been exactly where you are, and to HELP you out, I've put together a cheat sheet of my top strategies.📝🔥 Just drop a 'customer love' in the comment section, and it's yours, absolutely FREE!🎁 Don't miss out on doubling your customer satisfaction!📈❤️ And stay tuned for more business growth hacks that keep your customers coming back for seconds!🔁🍴 #CustomerFirst #BrandSuccess #EngagementHacks #BusinessGrowth #DTCPOD #ListenToWin 🎙🎉

DTC Pod Linkedin
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@Mila sold more than 20 million soup dumplings last year, and they're just getting started. @jennifer liao of @mila joins @blaine and @ramon on this weeks episode of DTC Pod to break down Mila's story of finding product market fit and unlocking serious scale.

From initial product development, to make-shift delivery system to nationwide shipping, Jennifer unpacks the strategic decisions that paved the way for incredible growth and a fanatic customer following -- in the unique frozen goods space which is full of unique challenges and opportunity.

Listen to the full episode here: [Spotify Link]

#dtcpod #fundraising #branding #retail #startup #directtoconsumer #cpg

1️⃣ One Sentence Summary
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Jennifer Liao discusses Mila's growth, fundraising, and frozen food innovation.

Interview Breakdown
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In this episode, Jennifer Liao shares her remarkable journey with Mila from a fast-casual restaurant pivot to a booming direct-to-consumer powerhouse in Chinese cuisine. Discover the surprising decisions and strategic moves that led to raising $21.5 million and selling more than 20 million soup dumplings. Today, we'll cover - Jennifer Liao's unconventional path from health tech to reshaping Chinese food delivery - The pivotal role of Instagram and community groups in catapulting Mila's initial growth - How a dedicated marketing team and CMO became crucial to refining Mila's brand and storytelling - Overcoming the complexities of shipping frozen dumplings nationwide during the pandemic - Insights into the reactive business strategies that turned challenges into triumphs for Mila

🔑 7 Key Themes
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1. Fundraising strategy and investor relationships 2. Navigating logistics for frozen food distribution 3. Product market fit assessed via referrals 4. Brand differentiation and content strategy development 5. Rapid adaptation to business and market challenges 6. Scaling manufacturing and leveraging e-commerce platforms 7. Transition from tech to food entrepreneurship

💬 Keywords
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Jennifer Liao, fundraising, venture capital, inventory build, manufacturing expansion, marketing team, retail expansion, relationship building, growth potential, selective investors, competition for funding, shipping frozen food, shipping industry COVID-19, product market fit, word of mouth marketing, brand differentiation, chief content officer, CMO impact, brand storytelling, creative content strategy, HubSpot podcast network, business storytelling, direct-to-consumer foods, Mila Chinese food, frozen soup dumplings, WeChat marketing, Facebook advertising, logistics and supply chain, customer experience guarantee, eatmila.com.

🎞️ Clipfinder: Quotes, Hooks, & Timestamps
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Jennifer Liao 00:04:04 00:04:11

Innovating Gourmet Comfort at Home: "We really cared about the quality of the food and just creating something that was as close to restaurant as possible."

Jennifer Liao 00:06:36 00:06:51

Pivoting to Online Sales during COVID: "But at that time, it was very cheap because all the advertisers had pulled off the platforms during COVID And so we were able to just do a lot of rapid testing around pricing bundles. Like, how did we talk about it? Shipping thresholds."

Jennifer Liao 00:08:26 00:08:42

E-commerce Growth in Pandemic Times: "So at the very beginning, let's say it was maybe May 2020, where we did our first ads, it was $5 CACs, which, I mean, that would be obviously a dream right now, but $5 CACs was great."

Jennifer Liao 00:09:37 00:10:08

E-commerce Shipping Strategies: "And then we did have to kind of increase the threshold over time. But we really worked from the very beginning to maintain our shipping costs as low as possible. So for local shipping, because you're kind of dispatching taskrabbit or some last mile logistic partners that was really cheap, and you could get away with just packing ICE with a little bit of foam, for example, or really not much, because it was a same day drop off."

Jennifer Liao 00:14:00 00:14:58

Growth Potential in Authentic Chinese Food Market: "we can grow at least ten times from where we are theoretically, if there's no changes, and this is sustained every single day throughout the year."

Jennifer Liao 00:18:27 00:18:45

Accessibility of Ethnic Foods in Suburban and Rural Areas: "The chinese grocery stores, they do have it, but again, it's not that accessible. Like a lot of people in more suburban, rural areas would have to drive 2 hours to go to a chinese grocery store, which is just untenable from a practical, daily standpoint."

Jennifer Liao 00:23:28 00:23:33

Brand Strategy for Scalable Education: "We needed to educate people on steamers. And this is a scalable way to do that versus answering every single question."

Jennifer Liao 00:28:52 00:29:08

Scaling Startups: "And basically, we just worked very quickly to gather all of the data points and everything and how we thought about it, how we could run some tests to show again that next level of scaling and potential and what we could potentially do."

Jennifer Liao 00:34:17 00:34:50

Investment Trends in Tech During Economic Uncertainty: "But I guess from talking to other companies that got funded, it's not that people weren't making investments, they were just being a lot more selective and investing in a lot fewer number of companies. But I would say, like the ones that did lay the groundwork and I think were attractive from a data and market perspective. There was competition for getting funded, and that was favorable, I think, to the top players."

Jennifer Liao 00:39:00 00:39:13

Exploring New Avenues in Chinese Cuisine: "We do generally see from the market that there's a desire for chinese food, pretty broadly an authentic chinese food. And so then we'll test out other products this year to see if there's something outside of soup dumplings that's just as attractive."

📚 Timestamped overview
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00:00 Experimented with frozen soup dumplings, creating escapism.

06:17 Successful ad testing led to rapid growth.

08:26 Initial ads had $5 CACs, small budget.

14:00 Project has potential for tenfold growth.

14:59 Test product fit, need, capacity, team expansion.

18:27 Chinese grocery stores not accessible, ours is better.

23:12 Established team for rebranding and education purposes.

27:20 Turned challenges into opportunities, grew direct-to-consumer brand.

28:43 Quickly gathering data and scaling for success.

33:30 Adapting business strategy during challenging fundraising period.

37:22 Infrastructure, system, data work for proactive outreach.

38:46 Product innovation, retail expansion, testing new foods.

41:24 Hard to find in restaurants, order now.

💼 LinkedIN - 6 Reasons Post
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Adapting quickly to change is CRUCIAL for a startup's survival. Here are the top 6 reasons why agile responsiveness is the lifeblood of a fledgling business: 1. Markets are unpredictable. The only constant in business is change. Markets shift, consumer preferences evolve, and if you're not prepared to pivot, you're essentially driving blindfolded. Liao’s pivot to selling frozen soup dumplings during COVID is a striking example of seizing an unexpected opportunity. 2. Adaptability fuels growth. Being nimble allows you to test and scale rapidly. Mila’s team adjusted their budget, such as allocating funds for a marketing team or expanding retail partnerships, making their capital work effectively to support growth. 3. Agility builds customer trust. When Mila instituted their "melt free guarantee", they didn't just create a policy – they built a promise, which enhances customer loyalty and confidence in the product. 4. Responding to feedback fosters innovation. A company that listens and adapts to customer input, like how Liao’s team used feedback to guide marketing, can innovate and improve their offerings more substantially than competitors who ignore consumer sentiment. 5. Speed to market can define your niche. In a competitive landscape, being first or being best counts. Liao’s fast-casual Chinese street food restaurant filled a gap in the market quickly, building a foundation for Mila's later successes. 6. Flexibility attracts investors. Investors love a responsive and proactive team. Mila's two successful rounds of funding—including a 21.5 million-dollar raise—can be attributed in part to their strategic adaptability in product delivery and marketing approach. TAKEAWAY: Embrace market fluctuations; they're gateways to innovation. Grow your startup through rapid testing and adjusting strategies. Instill confidence via customer-centric policies. Use feedback as a springboard for product development. Capture your market quickly by staying ahead of trends. Attract investors with a demonstrated ability to adjust to changing business landscapes. Remember, adaptability is not just wise; it’s imperative.

❇️ Key topics and bullets
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Sure, here is the outline for the content based on the provided information: --- **Introduction to Jennifer Liao and Mila** - Introduction of Jennifer Liao, co-founder and president of Mila. - Overview of Mila, focusing on frozen soup dumplings and the expansion to other Chinese food products. - Historical context: Jennifer's journey from opening a fast-casual Chinese street food restaurant to starting Mila. **Fundraising and Business Growth** - Raising capital: Jennifer's success in securing two rounds of funding. - Utilization of funds for inventory, manufacturing facility expansion, marketing team build-out, and retail expansion. - Insights on attracting investors and the benefits of being well-prepared and credible about growth potential. - The 21.5 million-dollar funding raise and strategic planning post-funding. **Adapting to Market Changes** - Shipping challenges: Overcoming the logistics of sending frozen food. - Adjusting strategies in response to changes in the shipping industry during the pandemic. - Product marketing fit: Focusing on word of mouth for product success, and prioritizing branding over distribution channels. - Establishing the role of a chief content officer and its impact on brand differentiation. **Marketing Team Development** - Organic growth of the marketing team: From a friend creating the brand to assembling a specialized marketing team. - Hiring a Chief Marketing Officer (CMO): The significance of a dedicated role for enhancing brand and storytelling. - Collaborative efforts in executing creative marketing ideas. **Partnership with HubSpot** - Announcement of DTCPoD joining the HubSpot podcast network. **Overcoming Challenges and Seizing Opportunities** - Jennifer's ability to swiftly respond to challenges and convert them into business opportunities. - Retail expansion strategy: Seeking out ideal retailers for their frozen products and leveraging online platforms to reach customers. **Operational Excellence and Customer Experience** - The "melt free guarantee" to maintain customer satisfaction with frozen deliveries. - Using data to track and optimize shipping performance. - Continuous scaling efforts: Finding new partners to reduce costs and improve shipping rates. **Jennifer Liao's Personal and Professional Journey to Mila** - Career background: Moving from health tech to the food industry. - Transitioning from side project to full-time focus on Mila. - Kilo's involvement in the early business establishment. - Going full-time with a revenue milestone, indicating strong product-market fit. - The rationale behind manufacturing facility investment and team expansion. - Celebrating the sale of over 20 million soup dumplings in 2021. **Product and Market Expansion** - Exploring new product offerings and testing their reception in the market. - Using social media and digital advertising to determine ideal product bundles and shipping logistics. - Website introduction: Directing listeners to learn more about Mila and its products at eatmila.com. **Wrap-Up and Call to Action** - Summary of key topics covered with Jennifer Liao. - Encouraging listeners to explore Mila's offerings and consider the insights shared on consumer behavior, brand building, and entrepreneurship. --- This structure will provide listeners with a comprehensive view of Jennifer Liao's journey with Mila and the key business insights she shared during the Podcast episode on DTC POD.

🎬 Reel script
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Hey everyone, Blaine Bolus here, joining you from the DTC Pod, now a proud member of the HubSpot podcast network. In today’s powerhouse session with Jennifer Liao from Mila, we uncovered the recipe for their multi-million-dollar fundraising success. Jennifer dished out the delectable details of serving up Chinese food classics straight to your door, starting with their hit frozen soup dumplings, which have taken the market by storm thanks to meticulous branding and smart marketing choices. Alongside Ramon Berrios, we took a deep dive into the importance of product market fit, the creative journey of their unexpected marketing team, and how quick adaptation to challenges, such as those faced during COVID, can become opportunities that fuel growth. From Instagram fame to shipping innovations, Jennifer's journey is a masterclass in entrepreneurial grit. Stay hungry for success, and remember, you can find this full conversation at eatmila.com or right here on the DTC Pod – your audio destination for business breakthroughs.

✏️ Custom Newsletter
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Subject: 🥟 Unwrapping the Secrets to Mila's Success - New DTC POD Episode Out Now! Hey there, foodies and business enthusiasts! Hope you're all ready to dig into the juicy details of entrepreneurship and delicious dumplings because our latest episode of DTC POD is hot off the steamer! Get cozy and tune in as we chat with the incredible Jennifer Liao, the culinary mastermind behind Mila's mouthwatering frozen soup dumplings. 🌟 Inside Scoop: In this episode, you'll discover: 1. How a snap decision to post on Instagram can attract investors and lead to a momentous $21.5 million funding round. 2. What it really takes to navigate the frozen food biz, from ensuring melt-free dumplings land on your doorstep to expanding a manufacturing facility. 3. Why listening to the buzz of word-of-mouth praise is sometimes more appetizing than just crunching unit economics numbers. 4. The journey of assembling an impromptu marketing dream team to giving your brand the voice it deserves. 5. The art of storytelling and the pivotal role a CMO plays in dishing out your brand's narrative. 🥠 Did you know? Despite the logistics puzzle it presents, Mila boldly chose frozen soup dumplings as their flagship product, finding success in what seemed like an icy gamble. Remember, whether you're kneading dough in the kitchen or cooking up your next business idea, the ingredients for success might just be a listen away. 🎧 Outro: Thanks for tuning in and don't forget to subscribe for more delectable tales and business truths. As part of the HubSpot podcast network, we're piping hot with insights, and always ready to serve. 👉 Call to Action: Got a craving for more? Head over to [Podcast Link] to feast your ears on the full episode. And while you're at it, why not share this newsletter with a fellow dumpling lover or entrepreneurial spirit? Dive into our community, share your thoughts, and let's keep the conversation going. Can't wait to hear what you think! Keep steaming ahead, DTC POD Team P.S. Don't be shy to visit eatmila.com to explore Jennifer's scrumptious products. Those dumplings are just a click away! 🍽️

🐦 Business Lesson Tweet Thread
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1/ It all started with a simple problem: great Chinese food at home. That's Mila's mission - a quest that led to shipping soup dumplings frozen and capturing taste buds across the nation. 2/ Vision is key but execution is king. Jennifer Liao's leap from health tech to a restaurant, then pivoting during COVID, is a lesson in agility. When doors close, they opened windows to opportunity. 3/ Word-of-mouth is the old-school app going viral. It’s what showed Mila's market fit. Forget the spreadsheets, if people talk about your dumplings, you're golden. 4/ The unorthodox works. Consider Mila's "melt free guarantee". In eCommerce, customer trust is your currency. A 70% on-time rate wasn’t just a number, it was a promise to keep. 5/ The raise – not just cash, but confidence. An Instagram find turned into millions. What sealed the deal? Milestone hitting, relationship building, and reality checking. 6/ Marketing isn’t a plan, it’s a response. Mila’s brand was born from need, not on a whiteboard. They listened, they crafted, they hired – shaping a voice as unique as their dumplings. 7/ Success is often just the right people at the right time. Mila's hire of a CMO was crucial for storytelling, turning ingredients into narratives, dishes into experiences. 8/ Reacting fast to challenges is an entrepreneurial superpower. For Mila, every hurdle from logistics to fundraising didn’t just get a solution, it upgraded their business model. 9/ Finally, recognizing when to go all in. For Jennifer, Mila was a side gig until it wasn't. When the demand became undeniable, the plunge into full-time was as inevitable as it was rewarding. Starting something new? Think about Mila - frozen dumplings might just hold the heat for your next big idea.

🎓 Lessons Learned
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1. "Funding via Instagram" 2. "Massive Raise Strategy" 3. "Selectivity Wins Investors" 4. "Unique Logistics Choice" 5. "Word of Mouth" 6. "Branding Over Distribution" 7. "Ad-hoc Marketing Evolution" 8. "Fast-Paced Problem Solving" 9. "Guaranteed Customer Satisfaction" 10. "Retail Expansion Focus"

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Welcome to DTC POD, listeners! In today's episode with Jennifer Liao, we've mined a wealth of practical insights and advice for aspiring entrepreneurs and business leaders. Here are the key maxims we've distilled from our conversation: 1. **Foster Relationships for Funding Success** - Cultivate investor relationships over time, laying the groundwork for future fundraising. 2. **Embrace Adaptability** - View challenges as opportunities and react quickly to navigate through them effectively. 3. **Measure What Matters** - Utilize word of mouth to gauge true product market fit, as it's a powerful indicator of your product's success. 4. **Invest in Storytelling** - Having dedicated individuals like a CMO on your team can greatly shape your brand's narrative and its market presence. 5. **Building the Team Reactively** - Put together a marketing team based on scaling needs, allowing the growth trajectory to dictate team expansion. 6. **Strategic Hiring Shapes Success** - Hiring for critical roles such as a creative director and head of brand should be done with the aim to craft and refine your brand voice. 7. **Solidify Customer Trust** - Implement guarantees, such as a "melt-free guarantee", to instill confidence in your product's delivery and quality. 8. **Strategic Fund Utilization** - Allocate raised capital effectively for inventory buildup, facility expansion, marketing, and retail growth. 9. **Dare to Be Different** - Make unusual choices that distinguish your offering, like shipping frozen soup dumplings, to gain a competitive edge. 10. **Leverage Data and Technology** - Use data infrastructure for logistics and shipping to optimize operational efficiency and improve the customer experience. 11. **Scale With Quality** - As you expand, ensure that the quality of the product remains high to maintain demand and encourage referrals. 12. **Responsive Brand Building** - Respond to customer questions and experiences to guide content creation and brand positioning. 13. **Retail Relationships Matter** - Carefully choose retail partners that align with your brand and can best serve your product's unique needs. 14. **Know Your Role and Timing** - Recognize when to transition from part-time to full-time commitment based on revenue milestones and team needs. 15. **Online Presence is Key** - Maintain a robust online platform like eatmila.com for customers to explore and understand your product offerings. Embed these maxims into your business philosophy, and tune into the full DTC POD episode with Jennifer Liao for a deeper dive into her journey with Mila, the revolutionary Chinese food brand delivering delectable frozen soup dumplings right to your doorstep.

🌟 3 Fun Facts
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1. An investor discovered Mila's product on Instagram, which initiated their first round of funding. 2. Mila successfully shipped frozen soup dumplings nationwide, overcoming logistical challenges during COVID. 3. In 2021, Mila sold more than 20 million soup dumplings, showcasing the product's popularity and market fit.

📓 Blog Post
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Title: Navigating Business Growth: The Unconventional Journey of Mila Subheader: How Mila Rode the Wave of Innovation and Community to Scale Success Introduction – The Rise of Mila In a recent episode of DTC POD, co-hosts Blaine Bolus and Ramon Berrios sat down with Jennifer Liao, co-founder and president of Mila, a company that has stormed onto the food scene with their revolutionary approach to delivering Chinese cuisine directly to consumers. This episode didn't just serve up the story behind their signature frozen soup dumplings but provided a feast of insights on the ingredients for business growth, fundraising, and the power of community-driven marketing. Fundraising Adventures – Ingredients for Success Jennifer Liao shared the stirring tale of Mila's two significant funding rounds, with the initial interest sparked by an investor who stumbled upon their product on Instagram. The subsequent 21.5 million dollar infusion was a testament to the meticulous preparation and milestones achieved by Mila. Liao credited the success to nurturing relationships, recognizing growth potential, and making bold decisions, like shipping frozen delicacies against all odds. These choices showed that forward-thinking mixed with a dash of calculated risk can catch the discerning eye of investors. Crafting a Market Fit – Word of Mouth's Magic The conversation with Liao turned to the critical aspect of product market fit, emphasizing how essential word of mouth is in measuring a product’s impact. This metric, at times, speaks volumes more about a product’s potential than unit economics. In determining a product's success, the team noted that the buzz generated by customer satisfaction often outperforms traditional marketing metrics. Building a Marketing Team – Responding to Demand Jennifer Liao recounted the organic growth of their marketing team, initially arising from the need to scale operations. What began with a friend laying down the branding foundations evolved into hiring professionals to flesh out Mila's brand voice and market presence. This segment underscored that the construction of a marketing team often requires adaptability and a focus on customer feedback to guide content and brand differentiation. HubSpot Alliance – A Note from the Host Blaine Bolus interjected with exciting news, announcing DTC POD’s alliance with the HubSpot podcast network. This partnership signifies the podcast's commitment to delivering quality content to business professionals. Turning Challenges into Chances – Mila's Responsive Strategy During the chat, Jennifer Liao's ability to pivot in response to business challenges was apparent. Whether it was navigating the restaurant industry, pioneering the space for direct-to-consumer frozen foods, or approaching fundraising, Mila’s success has hinged on its swift responses to industry shifts and leveraging them as opportunities. Fueling Growth – Expanding the Reach On the operational side, Liao delved into the strategies responsible for Mila's meaningful expansion. From the "melt-free guarantee" to optimize customer experience in delivering frozen goods, to the tactical use of data and infrastructure to refine shipping and logistics operations, to continuous partnership development to facilitate scalable growth, Mila's approach to scaling is as comprehensive as it is customer-focused. Exploring New Horizons – Product and Retail Exploration Lastly, the company's aim to widen its range of products and explore retail expansions was highlighted. Jennifer Liao explained that their target isn’t just any retailer but those that align with the ethos of Mila, ensuring their frozen products reach more customers without compromising quality. Final Thoughts – A Culinary Quest Mila’s journey, as narrated by Jennifer Liao, is a blueprint for budding entrepreneurs aiming to carve their niche. It's a fusion of calculated risks, recognizing opportunities within challenges, and staying true to the brand's voice. Following the roadmap shared on DTC POD, listeners can take away invaluable lessons on how fostering relationships, being responsive to market demands, and focusing on community experience can serve as key ingredients to script their own success stories.

🎤 Voiceover Script
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Jumping into the food scene with innovative product offerings, Jennifer Liao of Mila shares her remarkable journey on this episode of DTC POD. She gives us an inside look at: - How a single Instagram post sparked a funding snowball, leading to a massive $21.5 million growth round. - The crucial role of word of mouth in signaling true product market fit, overshadowing strict unit economics. - Tactics used in scaling a specialty food brand, from a melt-free guarantee to a nimble marketing team assembly. - And, the strategic move to ship frozen delicacies door-to-door, creating waves in an industry ripe for change. Tune in and savor the success story that has folks talking about much more than just dumplings.

🔘 Best Practices Guide
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**DTC POD: Best Practices for Scaling a Direct-to-Consumer Brand** - **Capitalize on Social Proof**: Utilize word-of-mouth and early platform engagement (e.g., WeChat, Facebook) to gauge product-market fit and drive customer acquisition. - **Meet Market Demand Swiftly**: Respond promptly to opportunities, as seen in Mila's expansion to nationwide shipping of frozen products during COVID. - **Smart Fundraising**: Secure investment by demonstrating milestones, nurturing long-term relationships, and setting realistic growth expectations. - **Invest in Branding**: Assemble a marketing team organically in response to scaling needs. Hire strategically, including roles like a chief content officer, to craft a cohesive brand story. - **Customer-Centric Policies**: Implement guarantees (Mila's "melt free guarantee") to ensure excellent customer experience and build trust. - **Data-Driven Optimization**: Leverage data to track and improve operational metrics like shipping performance and product quality. - **Streamline Responsibilities**: Initially, distribute tasks among co-founders, gradually expanding the team as the business grows and revenue justifies it.

🎆 Social Carousel: Do's/Don'ts
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Cover Slide: "10 Marketing Insights from Jennifer Liao's Success" Slide 1: Title: "No Spontaneity" Content: Build a marketing team deliberately to scale up effectively and maintain brand voice consistency. Slide 2: Title: "Avoid Rigidity" Content: Be adaptive in marketing strategies, responding to customer questions and experiences for content creation. Slide 3: Title: "Underestimate Word-of-Mouth" Content: Use customer referrals to gauge product-market fit and to influence branding and product decisions. Slide 4: Title: "Ignore Adaptability" Content: Embrace shipping and manufacturing challenges as opportunities to innovate and differentiate your brand. Slide 5: Title: "Solo Efforts" Content: Collaborate as a team to generate and execute creative marketing ideas for a cohesive brand strategy. Slide 6: Title: "Delayed Actions" Content: React quickly to market changes to capture opportunities, especially regarding logistics and supply chain management. Slide 7: Title: "Neglect Data" Content: Optimize operations by analyzing shipping data and customer feedback to ensure product fulfillment quality. Slide 8: Title: "Limited Exploration" Content: Continuously test new markets and retail options to expand reach and adapt to consumer preferences. Slide 9: Title: "Play Safe" Content: When ready, invest in robust marketing and operational teams to support rapid business growth. Slide 10: Title: "Disregard Experience" Content: Offer guarantees like a "melt-free" pledge to strengthen trust and provide positive customer experiences. Closing Slide: "Learn more and innovate your retention strategies with insights from Jennifer Liao on DTC POD, part of the HubSpot Podcast Network."

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Cover Slide: "10 Growth Insights for Entrepreneurs" Slide 1: **Spotlight Success** Short Explanation: Highlight your milestones to attract investors' interest. Slide 2: **Foster Relations** Short Explanation: Building connections over time aids in securing investment. Slide 3: **Realistic Goals** Short Explanation: Set attainable growth targets to appeal to funders. Slide 4: **Branding Wins** Short Explanation: Differentiate your product with unique branding, not just distribution. Slide 5: **Content Strategy** Short Explanation: Utilize customer interactions to shape your marketing approach. Slide 6: **Hire Wisely** Short Explanation: Adding a CMO can significantly enhance brand storytelling. Slide 7: **Adapt Quickly** Short Explanation: Turn challenges into opportunities to stay ahead. Slide 8: **Guarantee Quality** Short Explanation: Implement policies ensuring product integrity and customer satisfaction. Slide 9: **Data-Driven** Short Explanation: Use logistical data to continuously refine operational efficiency. Slide 10: **Explore Retail** Short Explanation: Test different retail avenues for optimal product placement. Final Slide – CTA: **Join the Journey** Short Explanation: Listen to the full episode with Jennifer Liao on DTC POD for more insights. Visit [Podcast URL/Platform].

One Off Tweets
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Tweet 1 From frozen treats to fundraising feats: Mila's journey shows that a bold move in product delivery can stir up a success story. Sometimes, innovation is all about staying cool under pressure. Tweet 2 Capital raisers, take note: Laying the groundwork with milestones and relationships can turn fundraising from a sprint into a marathon you're prepared to win. Real growth potential is a magnet for investment. Tweet 3 Turn the chatter into a strategy. Mila knows that sometimes the buzz from customers provides more insight than spreadsheets ever could. Listen to the word on the street - it might just be your roadmap to success. Tweet 4 Unplanned paths can lead to strategic growth. Mila's marketing team emerged from necessity, proving that agility and adapting to the moment are key ingredients for scaling your brand. Tweet 5 A Chief Content Officer's role isn't just pen to paper; it's about carving a unique brand identity that resonates. At Mila, it's not just about making dumplings, it's about telling a story. Tweet 6 In a world of constant change, reacting swiftly and pivoting effectively can turn daunting challenges into golden opportunities. Just look at how Mila transformed the frozen food game! Tweet 7 Shipping frozen soup dumplings may seem like a logistical nightmare, but Mila's "melt free guarantee" is a cool commitment to customer happiness that's setting industry standards. Tweet 8 Good leaders aren't just visionaries; they're listeners who draw from the well of customer experiences to shape a brand that speaks directly to its audience. That's a page from Mila's recipe book for success. Tweet 9 Selling 20 million soup dumplings is no small feat. But deciding to ditch the day job and dive into your passion full-time? That’s where the real flavor of entrepreneurship comes to life. Tweet 10 E-commerce isn't just about clicks and carts; it's about connections. Mila's success story teaches us that also in the digital age, personalized experiences and attention to detail can warm hearts, even if the product arrives frozen.

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One creative approach fueled Mila's early-stage buzz: Leveraging WeChat & a Seattle Facebook group. This savvy move nailed a $5 cost-per-acquisition, Mastering the art of social traction with precision and appeal.

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Sure, here's a post that aligns with the tone, style, and format of your example: If you're ready to elevate your approach to problem-solving in business, consider these mindset shifts that can guide you as you move forward: 💭 Shift your focus from immediate solutions to embracing the journey of innovation. Think less about quick fixes and more about the sustained process of iterating and refining over time. This perspective encourages patience and dedication, fostering an environment where creativity thrives and novel solutions can emerge. 💭 Cultivate a mindset of resilience in the face of setbacks. Instead of viewing challenges and failures as roadblocks, reinterpret them as valuable feedback. Adopt the mantra that each difficulty faced is an opportunity to learn, adapt, and emerge stronger, particularly in the fast-paced world of business where adaptability is key. 💭 Consider authenticity as a core element of brand differentiation. In a marketplace crowded with similar offerings, it's not just about what you provide but how your brand's unique story resonates with your audience. Shift your emphasis to building a genuine connection through your narrative, as authenticity can significantly influence consumer relationships and loyalty. For more insights on navigating the entrepreneurial landscape and making an impact with your business, be sure to tune into the latest episode of DTCPoD with Jennifer Liao. We dive deep into her experiences and wisdom that shaped Mila's remarkable journey to success! 🎧 Head over to our website to listen to the full conversation and glean more transformative advice for your own business ventures!

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If you're searching for innovative approaches to upgrade your business game, look no further. Today's episode of the DTC POD with Jennifer Liao serves up some strategic gems: 🔄 Pivot to data-driven decision-making. Use your company's metric digest to facilitate informed choices. Just as Mila keeps tabs on fulfillment rates and shipping data to optimize operations, you need to harness the power of data analytics to refine your business strategy. 🧠 Embrace the 'Customer-first Creativity'. Mila's marketing team evolved organically, responding to consumer inquiries and feedback. Allow these customer interactions to steer your content strategy. Your audience’s needs should provide the creative spur for your marketing endeavors, not the other way around. 📦 Get granular with logistics. Adopt what Mila calls the "melt free guarantee" ethos – a promise they made to ensure high-quality experiences for their frozen products. For your own goods, implement robust quality checks and follow-up processes to uphold your brand promise at every stage of the customer journey. 🤝 Cultivate gradual investor relationships. Instead of a hard sell, build a rapport with potential investors over time. Jennifer Liao credited prolonged engagement and milestone achievements for fundraising success. Patience and steady progress can be your allies in seeking financial backing. 📈 Apply the 'Rapid Response Reflex'. When faced with challenges, pivot quickly and view them as opportunities, just like Mila did with their frozen soup dumplings during a crisis. Integrate this attitude into your business culture to become more agile and receptive to change. By integrating these techniques, you're not just improving operational aspects, but also forming a resilient business mindset that's tuned for success. Dive deep into each tactic and watch your business flourish in ways you might not even expect! Remember, Jennifer Liao’s journey with Mila showcases the power of combining a sharp focus on product quality with nimble strategies and strong customer rapport to build a brand that resonates.

In Depth Thread
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Overrated: Lengthy business plans. You think they'll read through each page, agonizing over your carefully worded paragraphs? Think again. Underrated: One-pagers. Here’s the blueprint I adopted when we secured a monumental investment for Mila: The Power of Brevity Aim for 1 page, no more. If your core message takes longer to grasp, it’s back to the drawing board. The Essential Five Investors recall a handful of highlights, so make them count. What Mila showcased… 1. Customer Growth Rate 2. Milestones Achieved 3. Unique Selling Proposition 4. Vision for Scale 5. Customer Love Stories The Market Snapshot Don't get bogged down by details of your market analyses. Highlight the present and the foreseeable future in 5 quick bullets. The Slogan Punch Mila’s commitment in a nutshell: “Bringing the warmth of homemade Chinese food to your doorstep.” It’s about resonating, not just describing. Set the Terms Straight Lay out what partnering means, right off the bat. No side-stepping, no fluff. Mila's terms are clear, our goals aligned with our partners, and our expectations set from the start. Show, Don't Just Tell Cut to the chase with visuals of growth metrics and customer satisfaction rates. *Remember, let your legal team take a fine-toothed comb here – accuracy is key. It's All About the People Investing is a trust game. Showcase the team that’s driving Mila’s engine – their past, their passion, their expertise are what fuels our journey. And when past performance is still writing itself… Emphasize the squad and the strategy. Even without a lengthy history, a robust team and a strong action plan can attract the right investors. At Mila, we hinge on the 3 Ps: • Passion, People, and Product • Pursuit, Purpose, and Promise Detail your P’s with the same care you’d show when perfecting your product. Follow this framework, and set the stage for a conversation that could change the course of your business – just like we did with Mila.

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Idea #2: Quick Adaptability as a Growth Lever Agile reactions to unexpected business challenges can significantly propel a company forward. Jennifer Liao exemplifies this with Mila's strategic responses: 1. Innovative Product Delivery: Amidst the pandemic, Mila's decision to ship frozen soup dumplings—a complex logistical endeavor—showcased adaptability in product distribution. This move capitalized on a gap in the market and met rising home dining demands. 2. Rapid Team Expansion: Recognizing the need for a dedicated marketing effort, Jennifer rapidly assembled a marketing team, including a creative director and head of brand. This responsive build-out allowed Mila to craft a distinctive brand voice and maintain growth momentum. 3. Proactive Customer Experience Measures: By instituting a "melt free guarantee," Mila preemptively addressed a significant pain point for frozen goods delivery. This customer-centric assurance displayed Jennifer's quick thinking in bolstering consumer confidence and retention. These instances highlight Jennifer's knack for pivoting effectively in the face of challenges, a trait that has undoubtedly contributed to Mila's remarkable trajectory.

Tweet thread on learnings
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Tweet 1: 🥟 @JenniferLiao of Mila just schooled us on how to pioneer the frozen food biz, serving up 20M+ soup dumplings and raising $21.5M in funding. Grab your chopsticks as we dish out the key takeaways from this flavorful episode of DTC POD: 👇 Tweet 2: 1. Sync with Investors Who Get Your Vision Raising capital is like creating a recipe for success. For Jennifer, it started with an investor reaching out via Instagram, leading to a scrumptious first funding round based on sheer product potential. Tweet 3: 2. Building Blocks of Scale With new capital, Mila went full steam ahead expanding their manufacturing space, building inventory, beefing up their marketing squad, and stretching into retail space. A balanced menu for growth. Tweet 4: 3. The Winning Recipe for Fundraisers Mix together milestone achievements, a continuum of strong relationships, and a dash of realistic growth projections. For Mila, this blend enticed the appetite of selective investors. Tweet 5: 4. Embrace the Direct-to-Consumer Challenge Shipping frozen soup dumplings posed a unique challenge. However, Mila's tenacity turned this hurdle into their secret sauce, particularly when shipping industries were disrupted by COVID. Tweet 6: 5. Word of Mouth > Unit Economics Forget the complex metrics for a second. According to @JenniferLiao, if people are talking about your dumplings, you're golden. It’s about brand flavor, not just distribution channels. Tweet 7: 6. Reactive Marketing Leads to Proactive Growth No prep cooks here. Mila's marketing team evolved organically, from friends helping with branding to hiring marketing experts, kindling a storytelling fire that burns bright across campaigns. Tweet 8: 7. Agile Adaptation is King @JenniferLiao & Mila's agility is a case study in swift pivots: From restaurant roots to direct-to-consumer frozen food heroes. They saw a niche and didn't just fill it—they owned it. 🏆 Tweet 9: 8. A Taste of Success With buzzing brand differentiation, solidified by a CMO, and an unshakeable team mindset, Mila proves that building a palate-pleasing brand in the frozen aisle is no small feat, it's culinary artistry. Tweet 10: Indulge in the full story of @JenniferLiao's journey from small-scale soup dumpling stardom to crafting a frozen food empire. Hop over to DTC POD, freshly part of the @HubSpot podcast network, for the complete serving. Check out eatmila.com, it's time to feast on innovation. 🍲

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In less than two years, Mila catapulted from a cozy kitchen concept to a direct-to-consumer success story, selling over 20 million soup dumplings. As President and co-founder Jennifer Liao shared on the latest DTC POD episode, the journey from health tech professional to food entrepreneur was unanticipated but embraced with open arms. Mila's future shines bright, with the prospect of scaling operations and enhancing their market presence even more. BACKGROUND: Shifting from a traditional restaurant model to a full-fledged e-commerce platform, Mila has redefined what it means to deliver quality Chinese cuisine directly to customers' homes. From humble beginnings, distributing handcrafted soup dumplings via WeChat and Facebook groups, they now have a nationwide reach. The presence of a strategic marketing team and a culture of rapid adaptation to challenges has positioned Mila for exponential growth. Previous state: - Limited exposure in fast-casual restaurant settings - Early-stage e-commerce traction with manual outreach - Initial learning curve on logistics, supply chain, and unit economics Future state envisioned: - Broadened footprint in retail space with strategic partner alignment - Streamlined operations with advanced data analytics and infrastructure - Robust online community with powerful brand storytelling and customer engagement To scale to this envisioned future state, here are six recommendations from Mila's playbook: 1. Continue prioritizing investment in your in-house manufacturing facility to maintain the product's homemade quality and control innovation. 2. Nurture and expand retail partnerships selectively to position frozen products for greater accessibility and convenience. 3. Leverage a customer-centric development approach, using data from direct interactions to guide the evolution of product offerings. 4. Build upon the "melt free guarantee" to develop more customer-first policies, enhancing trust and satisfaction with each purchase. 5. Expand the marketing team's capabilities with a focus on content that resonates with and grows the community, fueling more word-of-mouth referrals. 6. Maintain agility as a core company value, responding promptly to industry changes and consumer feedback with creative solutions. With these strategic moves, Mila is poised to not only dominate the DTC frozen foods market but also revolutionize the experience of enjoying authentic Chinese cuisine at home. P.S. Which strategies do you think are crucial for a DTC brand's transition from initial success to market leader? Do you believe focusing on product quality and direct customer relationships are key drivers for a company like Mila? Share your insights with us!

About the Episode
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In this engaging episode of DTC POD, Jennifer Liao shares the strategic insight behind her company's fundraising prowess. The narrative reveals how Mila's first round of investors were captivated simply by stumbling across their product on Instagram, showcasing the visual allure of their food. However, it was the meticulous preparation, transparent communication about growth potential, and the achievement of key business milestones that truly fueled their subsequent $21.5 million capital raise. This injection of funds was strategically channeled into expanding Mila’s manufacturing capabilities, bolstering the marketing team, enhancing retail presence, and bulking up inventory, all of which were pivotal in scaling their operation beyond its initial online success. In the deep dive into Mila's marketing evolution, Jennifer Liao explains how their marketing outfit was quite serendipitous—starting with a friend crafting their initial brand identity. This organic beginning soon necessitated a more structured approach as the company accelerated, leading to the assembly of a specialized team including a creative director and a head of brand. Jennifer emphasizes how customer interactions played a crucial role in guiding content creation and laying down a strong brand foundation. The subsequent addition of a chief marketing officer notably assisted in weaving together the narrative threads of Mila's brand, ensuring storytelling stayed at the heart of their marketing strategy. A brief mention must be made of the conversation between Ramon Berrios and our esteemed guest, which underscores the indispensable value of word of mouth as a barometer for product market fit. Jennifer and Ramon discuss the notion that enthusiastic customer referrals can often paint a more accurate picture of a product's success than dry unit economics might suggest. This insight complements Mila's approach to branding which, rather than relying on distribution, places a heavy emphasis on differentiation through compelling brand narratives—an approach that has clearly served them well as they continue to capture the imaginations and appetites of food aficionados nationwide.

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