"Innovative Startup Journey: And we kind of thought about that and figured, well, what if we could design the sort of perfect energy solution or solutions? And that's really how we got started."

"Insights from Dorm Room Business: 'But those dorm room learnings were essential.'"

"Power of SMS in Business: Over the past six years, we have learned so much about the power of SMS, the upsides of SMS, and also the challenges of SMS. And I think that it is such an incredible tool for businesses to be using in this day and age."

"Startup Success Through SMS Marketing: We actually need to build a platform that will allow us to text customers at scale, place orders for them, push off subscription shipments, ship bars to one of their friends. By the time that we relaunched the brand in May of 2018, we launched all online, had our best revenue month ever, and then had a period of 36 consecutive months of positive revenue growth, primarily driven by a massive increase in the size of our subscriber base, all of which were interacting with us over SMS."

"Essential Traits for SMS Strategy: So in our first CX hires, one of the most important traits that we looked for was simply grit and persistence. Texting customers all day long is really hard. And believe it or not, two of the first hires that we made onto that CX team ended up growing into roles entirely unrelated to that initial job. They learned so much from customers over a year, two years, that one of them became our influencer manager for a while and the other one is on our people team today and likely on a path to becoming Chief of staff."

"Evolution of SMS Marketing: What I think has allowed us to be really successful is that as we've built the platform, we've also built the brand, as opposed to just building a software platform in itself."

"Building a Brand Strategy: So when we were just getting started, the way we thought about building the brand was we figured that we were creating a category most people have never had a caffeinated snack. So we wanted to make the barrier to entry as low as possible to get as much trial as we could out of new customers."

"Influencer Marketing Strategies: And I remember that the first few Influencers we worked with cost several thousand dollars, which for us was a significant investment at the time. And I remember we told them to post between like three and 05:00 P.m. Because that's when people would be hitting the afternoon slump."

"Influencer Marketing Strategy: We care a lot about integrity as a brand and only want to work with influencer partners that are aligned with our brand values, with our diversity, equity and inclusion values."

"Evolving Marketing Strategy in E-commerce": "And for us, a key, key part of continuing to be successful over the past couple of years has been an AOV increase and correspondingly LTV increase, as well as a gross margin built. And without getting too into the specifics, I would just say that we have over three x our average order value in about the last 24 months, and we've increased our gross margin by nearly 20 percentage points by shifting order mixes, by optimizing manufacturing methods."