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#321 - How Mila Nailed Success: The 20 Million Dumplings Club
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Blaine Bolus
Speaker
Jennifer Liao
Speaker
Ramon Berrios
00:00 Experimented with frozen soup dumplings, creating escapism. 06:17 Successful ad testing led to rapid growth.
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“Welcome to this week's show and today we have the pleasure of speaking with Jen Liao, who is the co founder and president of Mila.”
“We really cared about the quality of the food and just creating something that was as close to restaurant as possible.”
“Were you able to leverage the trust of the name in the restaurant for your food because you had the Google forms.”
“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.”
“How were you distributing the responsibilities to be able to learn logistics, learn the unit economics of all of this supply chain, how you have to get ahead of the scale, you might have to get to.”
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What is up, DTC pod? Welcome to this week's show and today we have the pleasure of speaking with Jen Liao, who is the co founder and president of Mila. So, Jen, I'm going to let you kick us off. Why don't you tell us a little bit more about the brand you guys are building at Mila and a little bit about your background as well.
Yeah, sounds great. Thanks so much for having me on. So at Mila, we aim to make the best possible chinese food and we deliver this straight to your homes. We started to roll out in retail. We actually started with frozen soup dumplings and then we expanded from there for our portfolio of chinese food products. So that's how we got started and what the company focuses on.
Awesome. What's your background? What brought you into this space? Why, I guess not just chinese food, but why specifically the type of food that you were making, which is more of a frozen fresh sort of food.
Yeah, great question. So I was actually in health tech before this, so in a very unrelated industry, very little carryover in terms of skill set industry knowledge. But during that time, I had the opportunity to open a restaurant. So we actually had opened our fast casual restaurant, October 2018, in Bellevue, Washington. And that actually started more as serving chinese street food. So we started with an item called jinbao, which is a pan fried soup ball, and that's my co founder and husband's favorite food item. So really it was just driven by our selfish desire to eat really good chinese food that we were missing from China when we would go back to visit our parents'families, for example, and we started that. And then during COVID there were a few weeks of shutdown.
And during that time, we started to experiment with frozen soup dumplings, since that's a cousin of the Xinjianbao, and that's kind of always been known as a delicacy for chinese food. We really like dumplings, generally speaking. We kind of just tried it out to see if it was possible to freeze it and have a good quality soup dumpling. And since we had a restaurant background, we really cared about the quality of the food and just creating something that was as close to restaurant as possible. Since everyone was stuck at home at that point, I think it was important to us to deliver that customer experience, and I think people were looking for a slice of escapism at that time. And so it had frozen soup dumplings, there was a steamer basket. It was this whole thing that you could do at home together with your families and experience a bit of that restaurant food at home. So that's how we got started.
And in the very beginning, we actually had packed these frozen soup dumplings and clear ziploc bags in a brown paper bag and started to drop it off on people's doorsteps after collecting orders through Google forms and sending a PayPal link. So it's like, definitely not an official setup. And then I think as we were going, there was just a lot of word of mouth referral, and that kind of spread outside of our local radius around the restaurant to Greater Washington, then Pacific Northwest, the west coast, and we eventually expanded to nationwide BBC shipping by the end of 2020. So that was a fun journey.
Were you able to leverage the trust of the name in the restaurant for your food because you had the Google forms. But how did you even get people to fill out those Google forms in such turbulent times and be able to trust you with frozen food?
Yeah. So I think in the very beginning, my mom, so the first place we did a Google form was WeChat. So WeChat is a chinese messaging platform, and how it works is that you can create groups. So my mom literally went around to other neighborhood groups and pulled people into her created group for us, and then she sent out the Google form. So it was like, know within this neighborhood that was loosely connected to her. So she really was our first ambassador, if you will. And then we also had posted in a Seattle Facebook restaurant support group. And that was kind of the second push.
And that really gave us the start at the very beginning. And when we saw that there was immediate interest, which we didn't expect, then we did very quick testing on meta. So it was mostly Facebook ads at that point where we did stock images, stock music, like nothing that looked good at all. 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. And it was easy for us to make the unit economics work at that time. So when we went online to do those ads, because that wasn't really local anymore, that really didn't have anything to do with, I think, how it took off. But I think knowing that we had a restaurant and it came from a restaurant background and we were really holding that threshold of restaurant quality, that's definitely the gravitas that helped us to get going.
And then I think as people got their first shipments, this we've continued to see they get it, and they don't really expect frozen food that's shipped online to be very good. And they got it. It was actually surprisingly good. And it would come back into the comments to let people know their experience. And I think that was the validation people were looking for to get them over that hump.
Awesome. So have a lot of questions, but maybe we can start with one thing you mentioned, which was, like, creative testing, so early brand, you're bringing a new product to market, you're going to Facebook, and there's a couple different things you're so a what types of budgets were you working like in terms of spend to find that initial glimpse of early traction? And then also in terms of the bundles and product sets, what were you selling? Was it just like one bag of. Were you changing the quantity of dumplings that were being sold? Were you changing the products that were being bundled? What were you seeing working on the actual side of things that were yielding orders?
Yeah. 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. We had a budget of like $100, $200 per day, which was like, that's all the capacity we could handle anyway to make the bags, since we didn't really anticipate this to take off at all in the very beginning. So very low budget. But we were obviously able to get 20 orders, 40 orders a day, which was, like plenty, I think, to start ramping some of our operations. And then for the bundles, it was like one bag of soup dumplings, one bag of soup dumplings and sauces, two bags of soup dumplings, two bags of different variety of soup dumplings. And we looked at shipping thresholds of like $40, $60, $80, and to see what that drop off would look like. And at that time, we could support, let's say, like a $65 shipping threshold because of the unit economics that we were seeing from the low Cacs.
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. And then as you got a little bit further out, even for the whole of Washington, then you had to be able to make sure it was frozen for up to two days since it had to go to a hub and then get transported somewhere else. And so that's where I think there was a big shift in terms of how much packaging we had to do, and then we had to make sure that still worked with increasing CACs over time. And the only way that can happen is if you have a higher AOB.
So you mentioned earlier that your previous skills didn't translate into all of this that you're talking about. And so you mentioned it was your mom, your co founders, your husband. How were you distributing the responsibilities to be able to learn logistics, learn the unit economics of all of this supply chain, how you have to get ahead of the scale, you might have to get to. How were those early days in terms of responsibilities?
So, at that time, I was still at a full time job at this health tech company. So I was just kind of supporting as much as I could. Kilo hadn't anticipated this to be a full time job either. I would say by the end of the year, it had become one. And so he was really the default person to just figure all of it out. And then I would help support, brainstorm, like, oh, okay, here's this idea. Let's pressure test it. Why are we doing this? What is the result? What are the different configurations or tests that we can do? And then he would do all of the execution in the early days.
So, basically, it's like a one man show a little bit in terms of the planning and execution piece of it. The two of us would strategize, and then we did have our chef, and he was the one that was producing the soup dump wings, and our restaurant partner as well, who was also supporting on how all of this could get executed. So it wasn't really a split of responsibility until, I would say, the middle or end of 2021. So middle or end of 2021 is when we went to our own manufacturing facility, and then we started to look at potential investments, and that was when we had very clear rules.
So if you don't mind, whatever you can share, whether it's how many doors, how much volume, or how much revenue you guys are to date.
So I can say that last year, we sold more than 20 million soup dumplings.
Okay, so when you made the decision to quit the job and go full time in, what was the revenue at then?
I was fully full time at the very beginning of 2022, and our revenue was about a million. So pretty different scale.
So what advice do you have for people that are like, did you have a plan? What advice do you have for people? There's no standard answer for, okay, at this exact revenue, you can go full time on this and quit your job. But any advice that you have for people who might be considering what benchmarks to look at and how to derisk, especially in a CPG brand, if anyone is doing it and wants to go all in.
Yeah. So it's definitely more qualitative. There's not, like, an exact threshold, I would say. But for us, we ran a lot of tests. I think that was just something that we incorporated right from the very beginning. And so we're looking at, like, okay, let's say we are supply constrained, but we can still see what the potential market for this is. So let's just take one day where we push, spend ten X up and see if it caps out. And if we pushed it ten X up, it did not cap out.
We're like, okay, well, 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. But let's say it could potentially be sustained and it could grow ten X. That's a pretty good future for looking at this. And I think there are tests we ran around surveys of things we ran, like testing around pricing, as I said. And all of those gave us confidence that we had product market fit. So I think the product market fit piece is really what derisked a lot of it for us, where we saw there was built in demand and we did have to educate a lot of people, but there was already that latent demand for, I think, authentic chinese food that we were able to tap in somehow. Tap into somehow. So I think that was lucky for us that we chose an item that immediately we saw that.
And I think for some people who are on the fence, if you see product market fit and you're able to run some tests on what the potential capacity or TAm is, then I think that's probably a good sign that this is something sustainable that you can focus full time on. I think for us, it's also an intersection of need. So in the beginning, we didn't need two people to be 100% full time focused in order to keep expanding. And then it got to a point where we had to hire a team, we had to expand, we had to manage a facility. And so then the need was that we needed two full time people on it. And so that was the reality that we had to choose. I think it also made it easier that obviously we had an investor come on board at that time. So then there was a pretty stable financial outlook for how we could build the team.
Jen, my other question was going to be, you mentioned product market fit. How did you know you had product market fit? And also, why do you think that you got product market fit? The reason I ask that is, was this product, like these bows, could, were they typically sold in your local chinese market in the frozen section, or was that product quality, or was your product quality so much better than that and so much more accessible that it led to people literally wanting to buy their dumplings online?
Yeah. So product market fit, I think we could tell it was a thing because we kept getting requests to expand. So it wasn't like we were forcing the issue and needing to expand because we tapped out on our market. It was like somebody saying, hey, can I pick up 30 bags? I'm going to fly to Alaska with it in a cooler so I can bring it to all my friends. Or at one point we actually serviced like 10% of one of the islands of Seattle called Bainbridge island. And they just told all of their neighbors and we would do a drop there every single week. And so they were definitely pushing, I think, that cycle of referrals and word of mouth. So we couldn't keep up with it.
So I think that's a pretty clear signal that there's like some product market fit. You don't know how large that market is. And that's kind of what I was saying around the testing. I think you can do some initial testing to see what the boundaries potentially are. And I don't think we tested further than that because we couldn't see a line of sight of being able to supply it anyway beyond what we had. And then why did we have product market fit? So I think frozen soup dumplings have been available for some time. It's not been available for that long either. But it has been in chinese grocery stores.
It has been available in China. I think it also has been in chinese restaurants. So that's definitely been there. I think Ding Taifong really set the bar in terms of like, here's a soup dumpling, here are how many folds, here's how thin it is, here's how gourmet and delicate it is as well. So they really helped to set that bar and educate the market on this particular product itself. And for us, people understood this as like, it's not easy to find, it's not that easy to make. It takes 24 hours to make this. If you're to attempt this at home and you're not going to get a good version of it.
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. So I think that worked to our benefit. And then beyond that, I think the product that's in chinese grocery stores is pretty good. I would say ours is a little bit better. I don't think it's like two X better necessarily, but let's say it's 20% better and it embodies some of the things that other people are looking for, like the meat quality, for example, or how much soup there is, or how thin the skin is, and the scale is tipped just far enough that you can appreciate this in its own category almost. And I think we saw that this was the case even for our parents. Like, our parents would have bought it, their friends were buying it.
Our grandparents really liked it. So that's a clear indicator that even within our core audience, or like the toughest critics, it still was a good product.
Yeah. I love how you measured the product market fit from a word of mouth standpoint. You can easily lie to yourself with the CACs just, well, CACs are really low. This is product market fit. You can get a bunch of sales, but then how is that looking from a recurring sales point of view? And what is the word of mouth sort of spread of the product can indicate even a lot more than what you can see in unit economics, as those tend to change over time. So when I think about competition from, for example, these chinese markets, et cetera, a lot of it probably comes down to the distribution that these people might have. And you decided to take an early bet on the brand itself. And Mila, and you've been really strong with brand.
You have a very beautiful brand. You've hired a chief content officer, so it seems you've put a lot of emphasis on the brand. Walk me through your decision process of how you're going to differentiate yourself through brand rather than so much distribution. And maybe you were going after both, but I'd love to learn more about that chief content officer role in your overall thesis on content for the brand.
Yeah, so I love that everything seems like it's planned out, but I think the repeated pattern for us is that a lot of it wasn't planned out. And I think you just are. Sometimes you get lucky and you have to take advantage of that luck, and then you're also just very aware of things changing and react very quickly to it. And so for us, we did not have anyone on the marketing team until probably midway through 2022, I would say. And like I said, we had that stock image, stock music, running ads, and then we had a nice brand for our restaurant to begin with because I had a friend from middle school that I skated with who is a fantastic designer. She made our logo. I'm like, this is awesome. This is ten times better than anything I could have done.
So great. We're rolling with this. You're our brand person. And she was just like doing this for fun, for us as a friend and we were paying her, but it was just like a cool project to do together. And we got very lucky with finding her, who helped set some of the tone and it was clearly resonating with people and she knew what she was doing. So then in the middle of 2022, what we saw was because we were starting to scale, we couldn't support the ads and how many we needed to come up with, it was starting to fatigue. So then how do we combat that? We have to hire a marketing person to create assets so that we can put it into ads. So then we hired our creative director, head of brand, and then she kind of helped take over things and she started to produce assets for us.
And then she became kind of that brand voice. And then as we went into a rebrand from Tzujia and Tamila, then she was also establishing like, okay, here is how we're going to do the branding, here is how we translate it. And I think because we had put out so many videos of how do you steam soup dumplings? Since that was like the number one question. Another thing here is we've really put listening to customers and customer experience first. So we're literally just taking all the questions that our customers are asking us and translating those to videos because those are clearly what people want to know. And so we're just reacting to what we see and it works. So we lean into it further. And so this brand piece I think worked really well for us.
We established this team and it served a very, I think, concrete purpose. So it wasn't like branding just for branding sake, it was like branding because we needed to rebrand, branding because we needed creative assets, branding because blank, we needed to educate people on steamers. And this is a scalable way to do that versus answering every single question. For Simu, we had brought him on because obviously he can tell a much better story than us, he can broaden some of that reach and that audience. And we were starting to launch in retail. So for us we wanted to make sure that launch could be supported successfully. And so then that's when we started to look at brand marketing potentially as a different layer than performance marketing in direct response. And so that was kind of our first foray into a little bit more brand level spending as well, which we haven't done as much since then, but those are kind of the motivations behind it.
So I just wanted to clarify because I think a lot of people do branding for branding sake.
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Yeah. For how. When did you do that hire?
That was March of last year.
How has it worked out for you? And the reason I'm so curious about it is know Blaine and our co founders in Assass. And we were just talking about this earlier, before this call, where creative is. I mean, it's an art, right? Like, you need someone fully focused and thinking on concepts, creative strategy. And you mentioned the lack of team members earlier. You can't just be like responding to emails and like, okay, let me come up with a few concepts for content as a task and check off that box. And so it's something that's hard to measure. But I'm curious, how have you seen the success of that so far over the past year?
Yeah, so I think specifically working with CMO has been great. I think it's just a very different level of looking at brand and how we can tell a story. So I think it's both an opportunity and a forcing function to think about it that specific way. So I think that's been really good for us to be able to tell the story on different platforms to different audiences in a different way, which is awesome. I think for the creative asset piece, we just think about every part of the business as an engine. So for the creative assets, same thing. It's not the same people who are generating all of the ideas. I think we all generate ideas.
A lot of it comes from me sitting in bed before sleeping and I'm browsing TikTok and I'm like, okay, this is a cool idea, let's try it. But ideas are so easy for people to come up with and very hard to execute, where it's like, you have a very clear vision of how this translates. What are the different components, how do you actually shoot it, and then what's the hook and the storyline that makes it actually compelling and successful? And so those are not necessarily always the same person or one person doing it end to end. It's a very collaborative effort to get that engine going.
Yeah, for sure. Especially with contractors, et cetera. You can have great video editors et cetera. You can have all the support, but at the end of the day, from a strategy standpoint, it just needs so much creativity and focus on that one role. One thing I want to talk about is you have this pattern of reacting quickly. And based on this conversation, I've noticed you've done it more than once. So you did it initially with the restaurant. You saw that that's a challenge for most people.
You turned that into an opportunity. Then here you are doing direct to consumer frozen foods. Most people would say, this is too complicated, this is expensive to ship, I'm out. But you turn that into an opportunity and you continue to scale and then not having enough people on your team, you also sort of found this new role and created an opportunity out of that to be able to create a brand and creative from a higher level. So the other one is you took advantage of the market and were able to fundraise as well. And so I would love to learn more about your fundraise, the thought process behind that. And what type of fundraise was it?
Yeah, so we've raised two rounds total. And I guess, unsurprisingly, our first fundraise follows a little bit of the theme of what you just mentioned. So what had happened was at the end of 2021, somebody had seen our ad on Instagram, and then they bought our soup dumplings, and they sent it to an investor friend of theirs. And then this investor, who became our investor was like, whoa, this is so good. Do they even know this project is good? Which obviously we knew everything just looked like we did not know what we were doing at that point. So he gave us a call, and I think he was just surprised that, oh, you actually do have things scaled out. You do have operation. You have started to plan it.
And so that led us to a pretty serious conversation very quickly. I think it was like around two weeks total from that first conversation. 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. So that was our first round of kind of taking advantage of an opportunity that came to us and really being able to get the right data and test in front of that person and move quickly on it to get to that next round. Coming out of that, we did keep in touch with a few other investors who had gotten in touch after this round because we hadn't announced it. And over time, it's kind of telling that story of, hey, here's what we're trying to do, here's how we're going to do it. Here are the numbers we're trying to achieve, here are the milestones qualitatively for what's important to the company. And I think we were just hyper realistic about what we could achieve.
And so then along the way, every time there's a check in, we are hitting exactly what we said we were going to. And that's obviously very confidence inducing. And so then by the second fundraise, when we had gone out, they were ready to kind of commit immediately. So we didn't do a large round of conversations. We actually started with just a few people, and two days in, we got a term sheet, I think, because we had put in that work along the way. So it really was a one year process, but two days formally and Jen.
Thinking about raising the capital, what were the biggest needs for you to deploy? Was it inventory? Was it manufacturing? How'd you put the capital to work?
Yeah, so it was both of those. For our first round, as I mentioned, we had just moved into a manufacturing facility, so we did need to, I think, build inventory and then continue to build out that manufacturing facility and team. And then I think from a marketing perspective, that was like one of our bottlenecks. So that was also a big thing, was to hire a team for the marketing and creative side to build that out. And then for the second round, again, we're supply constrained. So we are now moving into another new facility to expand. So that was another clear thing of, like, we're supply constrained. We need to build inventory and facility expansion.
So that's a very clear thing to put the dollars to use for. And then we're now going into retail. So for the sales team and inventory build and expanding those conversations strategically, that was what we used it for.
Yeah, I was going to say what was the size? If it's public information at the first.
And second round, 10 million for the first one and then 21.5 for the second.
Got it. The reason I just wanted to paint the picture for the audience is because we have a lot of people that reach out to us in terms of, like, right now, a lot of brands and companies are going out for fundraising. But I think the biggest lesson here is that fundraising is about achieving milestones and not about running out of money, where these are relationships that are just built over time. And if reality is that you need to race because you're going to run out of money and you haven't established that network, and those clear milestones you're asking somebody to give you a lot of, it's really, really hard to just show up to a table and get funded with that approach. And so, Jen, I'm sure you've had a lot of people to ask you about advice for fundraising right now. What are your biggest takeaways? Probably what you just mentioned, but I'm curious if there's anything else, somebody that might be listening, looking to fundraise that didn't take the time to do that? Are there any?
I mean, every sector is very different. I think food investors, CPG investors are very different than tech investors. E commerce is know a subset of some of that as well. For our first round, kind of like what you said, I think what really worked to our benefit was we were in a position of strength where we did not need to fundraise. So at that point, actually, we weren't actively looking for investors yet. We were running the business very, I think, responsibly, where everything was first order, profitable, or at least break even. And so then, even if we had to scale much slower, we were able to do that without raising any money. And I think that would look very different now if we hadn't taken any dollars.
But for us, we weren't like, we have to get there, otherwise it won't work for us. So I think we just ran the business that way from the very beginning. And the second time, it was actually November 2022, that we went out for fundraising. And that was exactly when a lot of investors were pulling back dollars, especially for growth, because of everything shaking up. And so during that time, I guess our observation was that a lot of investors, because they weren't expecting a deal, they were a lot more laid back in terms of their deal cycle and their willingness to kind of chase a deal and activation energy around it. 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.
But then there's a long tail of people who weren't very obviously there yet or hadn't put together the right data to show that piece of it. That that was where it got really hard for a lot of folks. So I think here it's like, you just have to be super buttoned up in terms of all of the data that you're showing, hitting all the milestones that you promised, showcasing all of the growth that you potentially could get there on, and being very realistic about it, and then finding the right fit for investor and probably the right dollar amount, too.
Jen, the one question that I have to ask is just about the business in itself and the operations and logistics side, right? You guys have scaled a ton. You've seen a bunch of success. And like you said, you guys went to d, to C. You're shipping frozen dumplings and other products as well. But starting out in that, how did you guys tackle the supply chain side of the frozen, perishable sort of goods?
A lot of what I talked about was, like, luck. And also a lot of what has happened is because we didn't come in the industry, we made some unusual, potentially stupid choices that worked in our favor. So when we started this, we did not realize how hard frozen shipping was. And actually, soup dumplings is even more sensitive than ICE cream. And a lot of vendors won't even take ICE cream because of the melting issues. And then we went into it, we're like, oh, no, what is going on? We were forced to figure it out because we already made the choice to go ship it. And so from the very beginning of COVID one of the challenges was just that the networks had to switch from commercial shipping to residential shipping. So their guaranteed delivery rates went from like 98% and then to no guarantee.
And their on time fulfillment was like 70% or so, which is very bad for frozen goods. So for us, the only thing we could do to combat that was we implemented a melt free guarantee because the most important thing was a good customer experience. We want to make sure that they can experience the product correctly. And it's very hard to reacquire a customer if they've been burned. So that was very important to us. And then beyond that, we did a lot of the legwork to collect the data. So our warehouses didn't really run on data. Our partners that we had started with, they didn't run on a lot of data.
We put together the infrastructure and the systems and the data and did the work up front because we needed it and it was a forcing function. And then we pushed it to them and helped them get it set up, which benefited their teams. So they welcomed it. But we did all the legwork in order to show like, hey, here are all the missed picks, here are all the on time. Here's what's going on with the shipping times and we proactively reached out. So if we guaranteed two days and it was three days and we saw that and we checked literally all the tracking numbers, we would reach out with an email asking if the shipment arrived okay and if it was melted or not. So the only thing you can do is what's in your control. And that was what was in our control.
So that was like early days, and then now it's just all about scaling. So you have to continue to find more partners six months, a year out to increase the volume and shipping time, shipping rates, like all of that, and it's just a continuous improvement cycle.
Awesome. And as we kind of wrap up here, Jen, my last question was just going to be about what's next for you guys in Mila. I know you hinted at retail, you're scaling D to C, you're on top of all your logistics and shipping partners to make sure they're delivering on time and it's coming out the right way. So, yeah. What are you guys focused on from both a product development perspective as well as like a business expansion perspective?
Yeah, I think from a product perspective, we're always looking at innovation pipeline. So we already do a lot of limited edition drops, but we're also continuing to explore what else is there outside of soup dumplings. 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. Or maybe it's not as sexy, but it has more frequency in terms of somebody being able to eat it as a daily meal, for example. So we'll keep going on the innovation pipeline for a product, and then for us, it is really starting to nail that retail expansion out. Last year was about testing in retail and seeing which retailers really worked for us the best. And this year we want to keep scaling that piece.
Awesome. And what worked the best in retail for you? Were there specific retailers that outperformed others? Were there specific locations? What worked for you as you guys tested retail?
I won't name too many names. I think most of the retailers did better than we had expected. I think our number one concern was like, this is a frozen raw soup dump wing. Are people okay with that? Will they do the work of steaming it? Can they figure out how to steam it when they don't have an entire website and social media thing that they're going to to educate on? And so far that has been okay. We were also worried about this frozen product, somebody taking out of the freezer, taking it home. Maybe it melts on the way. And so far we've seen those are okay and people are maybe seeing enough online that they aren't encountering that problem. But a lot of the retailers have done well.
I think there are a couple of retailers. And our hypothesis is that for our online presence, it's not reaching this audience as naturally. And so the retailers that skew more towards audiences that we don't already reach online, those don't perform quite as strong. Like, it's still above average, but it's not as strong as some of the other retailers that we've gone into.
I mean, even in restaurants, even restaurants don't have such a high bar for quality dumplings. It's even hard to find. Well, at least maybe because I'm in Florida.
That's what I was going to say. They need to be targeting Miami because there's no good chinese food here and I am an online order away from my next batch of soup dumplings.
Yeah, exactly. So even from a retail standpoint, it's hard to find in restaurants. So I could see why people are gobbling it up. I'm for sure going to place my order right now. So, Jen, for anyone who's listening who might want to keep up with you and everything at Mila, where can people find you? Learn more about you or Mila.
Yeah, so our website is the best place. Eatmila.com, eat Mila.com and we have all of our latest and greatest product offerings there.
Sweet. Thanks so much for coming on the show, John. We had a great time.
Thank you so much.
Thank you.
Thanks for tuning in and we hope you enjoyed this episode of DTC Pod. If you enjoyed the show, we'd love your support. A rating and review would go a long way as we continue to host the best builders in DTC and beyond. Follow and subscribe to the show and make sure to check out our show notes where you can find our socials and weekly newsletter. Visit us on dtcpod.com to join our founder community and access resources from every episode. We'll see you on the next pod.
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1️⃣ One Sentence Summary
Jennifer Liao discusses Mila's growth, fundraising, and frozen food innovation.
💼 LinkedIN - 6 Reasons Post
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:
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.
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.
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.
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.
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.
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.
Interview Breakdown
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
💬 Keywords
Jennifer Liao, 2. fundraising, 3. venture capital, 4. inventory build, 5. manufacturing expansion, 6. marketing team, 7. retail expansion, 8. relationship building, 9. growth potential, 10. selective investors, 11. competition for funding, 12. shipping frozen food, 13. shipping industry COVID-19, 14. product market fit, 15. word of mouth marketing, 16. brand differentiation, 17. chief content officer, 18. CMO impact, 19. brand storytelling, 20. creative content strategy, 21. HubSpot podcast network, 22. business storytelling, 23. direct-to-consumer foods, 24. Mila Chinese food, 25. frozen soup dumplings, 26. WeChat marketing, 27. Facebook advertising, 28. logistics and supply chain, 29. customer experience guarantee, 30. eatmila.com.
🔑 7 Key Themes
Fundraising strategy and investor relationships
Navigating logistics for frozen food distribution
Product market fit assessed via referrals
Brand differentiation and content strategy development
Rapid adaptation to business and market challenges
Scaling manufacturing and leveraging e-commerce platforms
Transition from tech to food entrepreneurship
📚 Timestamped overview
00:00 Started experimenting with frozen soup dumplings, aiming for restaurant quality at home.
06:17 Unexpected interest led to rapid testing and successful advertising. Restaurant background and quality were key.
08:26 In May 2020, the company ran $5 ads with a budget of $100-$200/day. They could handle 20-40 orders/day, focusing on ramping up operations. They tested shipping thresholds and found $65 feasible due to low CACs.
14:00 Expecting sustained tenfold growth due to product-market fit in authentic Chinese food.
14:59 Product market fit and need drove expansion, leading to full-time focus and team building, bolstered by investor support.
18:27 Chinese grocery stores have limited accessibility, our product is slightly better and appeals to consumers.
23:12 Team established for rebranding, creative assets, and education. Simu brought on for storytelling and retail launch support. Motivated brand marketing move.
27:20 Summary: Overcame challenges, scaled business, fundraised creatively.
28:43 Moved quickly to gather data, test potential, attract investors with realistic goals
33:30 Challenging fundraising amid investor caution, but successful for top-performing companies.
37:22 Prepared infrastructure, data, and systems to improve efficiency and customer satisfaction by proactively addressing shipping issues.
38:46 Looking to innovate with more Chinese food, expand retail.
41:24 Retail scarcity of product, ordering and contact information.
📚 Timestamped overview
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.
❇️ Key topics and bullets
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
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
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:
How a snap decision to post on Instagram can attract investors and lead to a momentous $21.5 million funding round.
What it really takes to navigate the frozen food biz, from ensuring melt-free dumplings land on your doorstep to expanding a manufacturing facility.
Why listening to the buzz of word-of-mouth praise is sometimes more appetizing than just crunching unit economics numbers.
The journey of assembling an impromptu marketing dream team to giving your brand the voice it deserves.
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
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
Title: "Funding via Instagram"
Description: Investor spots product on Instagram, sparking initial capital injection for inventory and branding expansion.Title: "Massive Raise Strategy"
Description: Achieving key milestones and building relationships lead to a substantial $21.5 million investment for growth.Title: "Selectivity Wins Investors"
Description: Well-prepared companies with clear growth potential attract selective investors amidst stiff funding competition.Title: "Unique Logistics Choice"
Description: Opting to ship frozen soup dumplings pays off despite complexity, adapting successfully to COVID shipping challenges.Title: "Word of Mouth"
Description: Product market fit gauged through customer buzz, indicating success beyond unit economics.Title: "Branding Over Distribution"
Description: Differentiating through unique branding rather than distribution channels, capitalizing on chief content officer's role for brand distinction.Title: "Ad-hoc Marketing Evolution"
Description: Initially unplanned, the marketing team forms in response to scaling needs, enhancing brand voice and storytelling.Title: "Fast-Paced Problem Solving"
Description: Demonstrating adaptability, Jennifer turns obstacles into opportunities from restaurant ventures to direct-to-consumer innovations.Title: "Guaranteed Customer Satisfaction"
Description: Implementing a melt-free guarantee ensures positive experiences despite shipping delays, emphasizing strong customer service.Title: "Retail Expansion Focus"
Description: Testing retail potential and product portfolio expansion to build broader consumer reach and awareness.
💎 Maxims
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:
Foster Relationships for Funding Success
Cultivate investor relationships over time, laying the groundwork for future fundraising.
Embrace Adaptability
View challenges as opportunities and react quickly to navigate through them effectively.
Measure What Matters
Utilize word of mouth to gauge true product market fit, as it's a powerful indicator of your product's success.
Invest in Storytelling
Having dedicated individuals like a CMO on your team can greatly shape your brand's narrative and its market presence.
Building the Team Reactively
Put together a marketing team based on scaling needs, allowing the growth trajectory to dictate team expansion.
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.
Solidify Customer Trust
Implement guarantees, such as a "melt-free guarantee", to instill confidence in your product's delivery and quality.
Strategic Fund Utilization
Allocate raised capital effectively for inventory buildup, facility expansion, marketing, and retail growth.
Dare to Be Different
Make unusual choices that distinguish your offering, like shipping frozen soup dumplings, to gain a competitive edge.
Leverage Data and Technology
Use data infrastructure for logistics and shipping to optimize operational efficiency and improve the customer experience.
Scale With Quality
As you expand, ensure that the quality of the product remains high to maintain demand and encourage referrals.
Responsive Brand Building
Respond to customer questions and experiences to guide content creation and brand positioning.
Retail Relationships Matter
Carefully choose retail partners that align with your brand and can best serve your product's unique needs.
Know Your Role and Timing
Recognize when to transition from part-time to full-time commitment based on revenue milestones and team needs.
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
An investor discovered Mila's product on Instagram, which initiated their first round of funding.
Mila successfully shipped frozen soup dumplings nationwide, overcoming logistical challenges during COVID.
In 2021, Mila sold more than 20 million soup dumplings, showcasing the product's popularity and market fit.
📓 Blog Post
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
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
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
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."
🎠 Social Carousel
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
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.
Twitter Post 1
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.
Mindsets
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!
Tactics
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
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…
Customer Growth Rate
Milestones Achieved
Unique Selling Proposition
Vision for Scale
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.
New Idea
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:
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.
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.
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
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:
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:
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:
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:
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:
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:
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:
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:
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. 🍲
Future State, 6 reasons post
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:
Continue prioritizing investment in your in-house manufacturing facility to maintain the product's homemade quality and control innovation.
Nurture and expand retail partnerships selectively to position frozen products for greater accessibility and convenience.
Leverage a customer-centric development approach, using data from direct interactions to guide the evolution of product offerings.
Build upon the "melt free guarantee" to develop more customer-first policies, enhancing trust and satisfaction with each purchase.
Expand the marketing team's capabilities with a focus on content that resonates with and grows the community, fueling more word-of-mouth referrals.
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
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.
🎓 Lessons Learned
"Funding via Instagram"
"Massive Raise Strategy"
"Selectivity Wins Investors"
"Unique Logistics Choice"
"Word of Mouth"
"Branding Over Distribution"
"Ad-hoc Marketing Evolution"
"Fast-Paced Problem Solving"
"Guaranteed Customer Satisfaction"
"Retail Expansion Focus"
💬 Keywords
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.
DTC Pod Linkedin
@Jennifer Liao turned her passion for Chinese food into a thriving business with @Mila. On DTC Pod, Jennifer sits down with hosts @Blaine Bolus and @Ramon Berrios to dish out her journey from opening a fast-casual restaurant to scaling a direct-to-consumer frozen delicacy empire. 🥟
Discover how Jennifer raised a $21.5 million round and propelled Mila to serve over 20 million soup dumplings across the nation—all starting with word-of-mouth buzz and a makeshift delivery system during the pandemic.
In this episode, we unpack the key strategies behind Mila's fundraising success, the critical impact of hiring a CMO and establishing a solid brand narrative, and how they made bold decisions that paid off in the logistics of shipping frozen dumplings.
Tune in for a serving of insights on launching, scaling, and ensuring product quality meets market demand.
Full episode here: [Spotify Link]
#DTCpod #foodindustry #fundraising #branding #logistics #directtoconsumer #startupjourney #businessgrowth #ecommerce #podcastnetwork #hubspotpodcastnetwork
DTC Pod Linkedin
Jennifer Liao took the challenge of shipping frozen soup dumplings nationwide and turned it into a funding triumph with @Mila. Join us on DTC Pod as Jennifer sits down with @blaine and @ramonberrios to unravel her journey from a popup shop, through the obstacles of COVID-19, to raising a whopping $21.5 million.
Learn how Mila's focus on word-of-mouth over unit economics, an unanticipated marketing team assembly, and strategic brand storytelling powered their rise. Discover how they conquered the logistics of frozen food delivery and propelled their growth with a "melt free guarantee". Jennifer takes us through the decision-making rocket ride from WeChat beginnings to a nationwide Chinese food delight with over 20 million dumplings sold!
Tuck into this savory success story on the latest episode of DTC Pod, now part of the HubSpot podcast network.
Treat yourself to the full scoop here: [Spotify Link]
#dtcpod #foodtech #startupfunding #brandstorytelling #customerexperience #logistics #frozenfoods #chinesecuisine #businessgrowth #dtc
DTC Pod Linkedin
Jennifer Liao of @Mila raised $21.5M and sold over 20 million soup dumplings — and that's just the beginning. She joins hosts @blaine and @ramonberrios on DTC Pod to share her journey from health tech to the creator of the ultimate comfort food experience delivered directly to your door.
Discover how Mila used Instagram to catch investors' eyes, and how word-of-mouth buzz propelled their unique frozen dumplings into homes nationwide. Jennifer unpacks the strategic moves behind their marketing growth, the pivotal role of a CMO, and the art of storytelling in building a distinctive brand.
Dive into the behind-the-scenes of scaling a food business, from manufacturing challenges to the "melt free guarantee". Find out what it takes to turn a foodie dream into a full-time fulfillment, the power of social media in customer acquisition, and Mila's vision for the future of Chinese cuisine at home.
Full episode here: [Spotify Link]
#dtcpod #foodtech #brandbuilding #investorrelations #customerexperience #directtoconsumer #storytelling #startupgrowth #fundraising
DTC Pod Linkedin
@Jennifer Liao of @Mila joins @Blaine Bolus and @Ramon Berrios on this week's episode of DTC Pod to discuss the journey from fast-casual restaurant to a thriving direct-to-consumer Chinese food empire. Learn how Jennifer's knack for seizing opportunities led to securing a significant $21.5 million funding round and expanding her frozen soup dumpling sensation.
From a make-shift delivery system to nationwide shipping, hear about the strategic decisions, including the impactful hiring of a CMO, that paved the way for incredible growth and a robust customer following. Plus, don't miss the insights on the role of word-of-mouth in measuring product-market fit and the unique challenges of shipping frozen goods.
With more than 20 million soup dumplings sold, Mila's story of scaling, retail expansion, and continuous product innovation is a playbook for DTC enthusiasts.
Tune in for the intricate details of this delicious success story on DTC Pod, now proudly part of the HubSpot podcast network.
Listen to the full episode here: [Spotify Link]
#dtcpod #fundraising #branding #foodtech #startup #directtoconsumer #businessgrowth #customerexperience #dtcmarketing
7 Strategic Questions
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
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
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:
Spot inspiration in chance encounters; it might just fund your dream. 🌟
Build not just a product, but also a brand that stands out from the crowd. 🛍️
Grow your team organically; let necessity breed creativity in your hiring. 👥
Cherish customers' input—they're the compass guiding your content strategy. 🧭
Embrace the hurdles and turn them into your market edge. 🚧
Power of word-of-mouth: just as vital as elegant metrics. 💬
Strategize, but also stay nimble—your next pivot could be golden. 🏃♀️
Keep an eye on the details; a melt-free guarantee can win hearts. ❤️
Harness data to craft experiences that turn first-timers into loyal fans. 📊
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
7 things to stop doing to scale your business 👇
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.
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.
Overcomplicating Strategies
Launching complex campaigns without clear objectives can drown your message. Simplify your approach to resonate more effectively with your audience.
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.
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.
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.
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
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
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 🎙🎉
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