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00:00 Imagine this. You launch your very first 00:03
00:03 product and it sells out in just 48 00:05
00:05 hours. That's exactly what happened to 00:07
00:07 SipHRD, but leading up to it was 2 00:10
00:10 years of development, countless launch 00:12
00:12 push backs, and taste tests so bad you 00:15
00:15 never want to relive them. If you knew 00:17
00:17 all this coming in, would you do it? 00:18
00:18 >> 10 20 shots in drinking and we're like, 00:21
00:21 we should start a business. 00:22
00:22 >> He just messaged me with like details of 00:24
00:24 how to start. I'm like, okay, he's fully 00:26
00:26 serious. We didn't want to release a 00:27
00:27 product that we weren't happy with. We 00:29
00:29 had the recipe finalized. 00:30
00:30 >> Mhm. 00:32
00:32 >> We decided to change the ingredient to 00:34
00:34 fit our branding model where it was 100% 00:36
00:36 ly juice. We probably have 15 maybe 12 00:40
00:40 ones with the ly flavor alone. 00:41
00:41 >> Progression over perfection. That is the 00:44
00:44 number one thing especially being the 00:45
00:45 person creating the content. Abac you 00:48
00:48 tell me. 00:49
00:49 [Music] 00:53
00:53 >> Quick thing before we get started. We 00:55
00:55 have a lofty goal this year of hitting a 00:57
00:57 thousand subscribers in order to help 00:59
00:59 more people build really great 01:00
01:00 companies. So if you enjoy the content, 01:03
01:03 learn something new, the best way to 01:05
01:05 support us is by subscribing. Okay, 01:07
01:07 let's get into it. 01:09
01:09 >> M refreshing. 01:11
01:11 >> I love it. 01:12
01:12 >> That's good. 01:12
01:12 >> But anyways, Fung, Daniel, and Hansen, 01:16
01:16 welcome to Founders Emotion. 01:17
01:17 >> Thank you. Thanks for having us. Today 01:19
01:19 I'm joined by the team behind Sip Hart, 01:22
01:22 a lovely new Asian flavored alcohol 01:26
01:26 brand that just dropped its first 01:27
01:27 product, a fresh luchi vodka selzer. 01:30
01:30 They spent the last two years building 01:32
01:32 it from scratch, juggling full-time 01:33
01:33 jobs, dodging alcohol at laws, and yep, 01:37
01:37 two of them are dating. So, 01:40
01:40 wonder who? 01:42
01:42 Who knows? Find out. 01:43
01:43 >> Put your guesses here before you finish. 01:46
01:46 Okay. So, 01:48
01:48 if you go back to the very beginning, so 01:51
01:51 who said it first? Let's actually build 01:53
01:53 an alcohol brand. 01:54
01:54 >> Two years ago, all three of us were at 01:56
01:56 the party. Um, me and Daniel were just 01:58
01:58 having our little D&M session. 01:60
01:60 >> So, we're just sitting down about 10 20 02:02
02:02 shots in drinking and we're like, we 02:04
02:04 should start a business. And then that's 02:06
02:06 when we started like feeding off each 02:07
02:07 other and pretty much discussing options 02:09
02:09 of starting a business. And obviously, 02:11
02:11 alcohol came into play. So with the both 02:14
02:14 of us, we've actually gone overseas. Um, 02:16
02:16 we've seen a lot of different alcohols 02:17
02:17 that's not in the Australian market. 02:19
02:19 >> Yeah. 02:20
02:20 >> In saying that, we wanted to bring it 02:22
02:22 into Australia. So pretty much that's 02:24
02:24 how it started. So it started off with 02:25
02:25 pretty much wanting to bring alcohol 02:27
02:27 that's not in Australia into Australia 02:30
02:30 >> and then Daniel ended up speaking to F. 02:33
02:33 >> We were talking about it and I didn't 02:35
02:35 know if he was serious or not. So I gave 02:37
02:37 him like 2 3 days and like he just 02:39
02:39 messaged me with like details on how to 02:41
02:41 start. I'm like, "Okay, it's fully 02:43
02:43 serious." So, I spoke to form, 02:45
02:45 >> my friend um Z. So, I told her about it 02:48
02:48 about this um our idea with distributing 02:51
02:51 um you know, alcohol into Australia. 02:54
02:54 However, we know that there were a lot 02:56
02:56 of restrictions into doing that in terms 02:58
02:58 of you know, cost and um contracts and 03:01
03:01 whatnot and also the time that is needed 03:04
03:04 to actually um get that running. So, she 03:08
03:08 said, "Why don't you just, you know, 03:10
03:10 start your own business, create your own 03:12
03:12 alcohol? Why don't you just do that?" 03:14
03:14 And I was like, "Why did I not think of 03:16
03:16 that in the first place?" And I hopped 03:18
03:18 on it and I pitched it to the boys and 03:19
03:19 they were 03:21
03:21 >> Yeah. This is history, I guess. 03:23
03:23 >> Mhm. 03:23
03:23 >> I love that. So, 03:26
03:26 okay, you've been planning this for 2 03:28
03:28 years. What were you seeing in the 03:31
03:31 market whether that's through your 03:33
03:33 international travels or through locally 03:36
03:36 in the Australian market that made you 03:38
03:38 go we can and also we need to do 03:43
03:43 something better? 03:43
03:43 >> There weren't a lot of RTDs to say the 03:46
03:46 ready for the drinks the premix drinks 03:48
03:48 coming out and but then overseas there 03:50
03:50 was heaps already. It was like really 03:51
03:51 lych flavored, grape flavored. And I 03:54
03:54 think over time we just got kind of 03:57
03:57 bored of drinking the same thing over 03:58
03:58 and over again at every party. So 04:01
04:01 we were like, you know what, there's 04:02
04:02 nothing in the Australian market, so I'm 04:04
04:04 going to just do something different. 04:05
04:05 And yeah, we just decided to create our 04:07
04:07 own. M and building off of the fact that 04:09
04:09 you know a lot of saltas when we were 04:12
04:12 trying it out we realized that either 04:14
04:14 they were too bland so the flavor you'd 04:17
04:17 have the first sip in the can and yes 04:18
04:18 the flavor is there but as you keep 04:19
04:19 sipping the flavor's gone 04:21
04:21 >> and either that or it was just way too 04:24
04:24 sweet and you know us being Asians one 04:27
04:27 of the biggest compliments is saying 04:29
04:29 this is not too sweet so we wanted to do 04:31
04:31 something exactly like that where even 04:33
04:33 our age group can enjoy it but also 04:36
04:36 older a generation can enjoy it too. Um, 04:39
04:39 and yes, and in terms of like the 04:41
04:41 flavor, as Daniel said, um, lychi was, 04:44
04:44 you know, a very is a popular flavor in, 04:48
04:48 um, our Asian countries and we and it's 04:50
04:50 both our favorite, um, 04:52
04:52 >> fruits as well. 04:53
04:53 >> Yeah. So, we just decided to go ahead 04:54
04:54 with it. Yeah, 04:55
04:55 >> I love it. I love luchi as well. So, I 04:58
04:58 think it's a great 04:59
04:59 >> I think it's a fan favorite. 05:00
05:00 >> Fan favorite choice. 05:01
05:01 >> Luchi or lichi, guys, comment down 05:03
05:03 below. That being said, um another 05:05
05:05 reason as to why we chose Litechi was 05:08
05:08 the fact that a lot of in this, you 05:10
05:10 know, the RTD space with Seltzers and 05:12
05:12 sodas, there was a lot of lemon flavors, 05:16
05:16 you know, very safe flavors. And um we 05:19
05:19 decided to go with lychi knowing that it 05:21
05:21 was a bit of a more approachable um 05:23
05:23 flavor profile in terms of yes it is 05:26
05:26 exotic but it is approach 05:31
05:31 flavor that very well to just try it 05:33
05:33 out. So I wanted to understand so you 05:35
05:35 spent a long time in development but how 05:39
05:39 did you know the product was finally 05:41
05:41 ready to launch? Was there a turning 05:44
05:44 point or did you just set a date like, 05:46
05:46 "Hey, we're going to launch this here 05:47
05:47 and we need to figure it out." 05:49
05:49 >> We've had like four different launch 05:50
05:50 dates that we're aiming for. So, 05:52
05:52 >> realistically, we our original start 05:55
05:55 launch date was meant to be end of last 05:57
05:57 year. 05:57
05:57 >> We ended up pushing it like 2 3 months 05:59
05:59 out of that, then another 2 months only 06:01
06:01 because of delays here and there. 06:03
06:03 >> Um, and from there we kind of like 06:04
06:04 worked off what we were able to like 06:06
06:06 realistically and obviously which ended 06:08
06:08 up being the August that we're aiming 06:11
06:11 for. I think the reason why we pushed it 06:13
06:13 back so many times was because the 06:16
06:16 flavor profile we were going for was 06:18
06:18 kind of we didn't want to release a 06:20
06:20 product that we weren't happy with and 06:21
06:21 push out to the market. Right. Yeah. So 06:23
06:23 there was like I think we probably had 06:27
06:27 15 maybe trial ones with the litechi 06:30
06:30 flavor alone cuz it was it was either 06:32
06:32 too sweet or was either too florally 06:34
06:34 just didn't have enough flavor or you 06:35
06:35 could taste like sometimes when you have 06:37
06:37 it like a RTD or salty you can taste 06:39
06:39 that bitter aftertaste. 06:41
06:41 >> Yeah. 06:41
06:41 >> So it took some time getting rid of that 06:43
06:43 and then we had the recipe finalized. 06:46
06:46 >> Mhm. 06:47
06:47 >> We decided to change the ingredient to 06:49
06:49 fit our branding more where it was 100% 06:51
06:51 ly juice. M m. 06:53
06:53 >> And then we didn't test it until it was 06:55
06:55 too late. So we got new samples and that 06:58
06:58 pushed us back another I think another 3 07:00
07:00 months as well. 07:01
07:01 >> Oh wow. 07:02
07:02 >> Yeah. So to your question, we didn't 07:04
07:04 really I guess we just didn't we didn't 07:07
07:07 want to release a product that we 07:08
07:08 weren't happy with. 07:09
07:09 >> Yeah. 07:09
07:09 >> Yeah. 07:10
07:10 >> But in saying that, we did um try to set 07:13
07:13 a date and just deal with it and try to 07:15
07:15 work with it. 07:16
07:16 >> Yeah. 07:17
07:17 >> Um 07:18
07:18 >> we had so many dates. Um, I think there 07:21
07:21 was one in 2023. 07:23
07:23 Um, wow. 07:24
07:24 >> Yeah, 2023. Um, and then we pushed it to 07:29
07:29 March 2024. 07:31
07:31 And then that didn't happen, but we we 07:33
07:33 had another account called Sip Happens, 07:36
07:36 which where we did cocktails. So, we 07:38
07:38 built our following there. 07:40
07:40 >> And then we had another date in October 07:44
07:44 2024. And now we're in the August. 07:48
07:48 >> It's it's been such a journey. Um but 07:52
07:52 you know, we've learned a lot throughout 07:54
07:54 those past years, whether that's working 07:56
07:56 with each other, learning how um each 07:58
07:58 other, how we think, other perspectives, 08:01
08:01 and also on top of that, working with 08:03
08:03 suppliers um and sales. Yeah, it's it's 08:06
08:06 been quite a journey. 08:08
08:08 >> Yeah. Um, I think that's totally fair 08:12
08:12 cuz I mean we talked about this a little 08:14
08:14 bit off camera, but physical products 08:16
08:16 are so difficult because there's so many 08:18
08:18 things that go into it. 08:19
08:19 >> Yeah. Yeah, it's true. And like, you 08:22
08:22 know, even though we are making a drink, 08:23
08:23 you have to think about the branding and 08:25
08:25 the packaging as well cuz that's usually 08:27
08:27 what the consumer sees 08:28
08:28 >> when they walk into the bottle shop, 08:30
08:30 right? You have to catch their eye. So 08:32
08:32 like designing the like getting the 08:35
08:35 designer to create the design we want 08:37
08:37 like this took probably a couple of 08:39
08:39 months as well before we were happy with 08:40
08:40 it. Right. 08:41
08:41 >> Yeah. The design and also the logo the 08:44
08:44 name we weren't originally called Zip 08:46
08:46 Hard. We had a lot of runs with um you 08:49
08:49 know trademarking our logo. 08:52
08:52 >> Really? 08:52
08:52 >> Yeah. We had a lot of iterations um with 08:54
08:54 our name but this is honestly the most 08:56
08:56 perfect name um for us. So we're we're 08:59
08:59 happy that we got there in the end. Did 09:01
09:01 you design it yourself or did you get a 09:03
09:03 designer? 09:03
09:03 >> So when it came to the the rumors, the 09:06
09:06 ly the rumors, um we got a designer to 09:09
09:09 do it for us. So I just briefed it to 09:11
09:11 them and they're a team in um Indonesia 09:14
09:14 called Yakuza. And yeah, so we were 09:16
09:16 working with them for a long time. Um so 09:19
09:19 they designed this for us and then the 09:21
09:21 logo I got um someone from Fiverr 09:25
09:25 >> to do it for us. Yes, we are 09:26
09:26 bootstrapping everything. So, I mean, 09:29
09:29 >> what's wrong with 09:31
09:31 >> So, we got someone for Fiverr to do this 09:33
09:33 for us and then um everything else from 09:36
09:36 the the cans, the branding, um the 09:39
09:39 cartons, I did all on my own. So, yeah. 09:42
09:42 >> Wow. I love it. 09:44
09:44 >> M refreshing. 09:46
09:46 >> Okay. If we shift gears a little bit and 09:47
09:47 talk about kind of go to market some of 09:49
09:49 some of the more recent developments. So 09:52
09:52 you were in the middle of your kind of 09:55
09:55 private 150 people kind of taste test 09:58
09:58 release. 09:59
09:59 >> How did you land on that strategy and 10:03
10:03 how did it go? 10:03
10:03 >> We primarily did it just as a thank you 10:07
10:07 to the first 150 people that were 10:10
10:10 following us from the start on Instagram 10:12
10:12 and our EDM subscribers. We also wanted 10:14
10:14 to generate more hype for the upcoming 10:16
10:16 launch party we had. our stats went up. 10:18
10:18 So we increased our followers by I 10:20
10:20 believe 50% on Instagram and in terms of 10:24
10:24 reach um 188% and um email subscribers 10:29
10:29 uh increased during that time by 60% as 10:31
10:31 well. So we got 10:32
10:32 >> yeah great great uplift across all of 10:35
10:35 those um metrics which is um really 10:38
10:38 showcases to us that you know 10:41
10:41 >> there's something worth um continuing 10:44
10:44 you know um 10:45
10:45 >> to be honest like it was quite 10:47
10:47 nerve-wracking 10:48
10:48 you know having the first 3day campaign 10:52
10:52 I did not expect much to come from it to 10:55
10:55 be honest I think I was ready to relax 10:58
10:58 but once everything came came through 10:60
10:60 all the messages came through um and all 11:02
11:02 the messages coming through asking 11:04
11:04 where's the where's the email? Um it 11:07
11:07 hasn't been sent yet. All of that buzz, 11:09
11:09 we felt like so overwhelmed by like the 11:12
11:12 amount of support that we had. I guess 11:16
11:16 don't knock it till you try it. Um and 11:19
11:19 also don't underestimate um you know 11:21
11:21 yourself in terms of like your business. 11:24
11:24 Like it can always be bigger than what 11:26
11:26 you think in your head. You spent 2 11:28
11:28 years doing this like in the dark. No 11:29
11:29 one really knows what you're do up to. 11:31
11:31 Everyone's like, "Oh, like we support 11:32
11:32 you." But like they don't really know 11:34
11:34 what you're doing. 11:34
11:34 >> Yeah. 11:35
11:35 >> And it's so awesome to actually like get 11:37
11:37 your product out there and you actually 11:38
11:38 get like really positive feedback and 11:40
11:40 people like wanting to try, people 11:42
11:42 wanting to go to the launch party. Um so 11:45
11:45 definitely that's awesome and I can't 11:47
11:47 imagine the dopamine hit that you guys 11:50
11:50 felt um during that process. 11:53
11:53 >> It was quite insane. The support was 11:55
11:55 overwhelming honestly. 11:57
11:57 >> Yeah. I I love that. And you sold out of 11:60
11:60 the 100 the first 150 cases so quickly, 12:03
12:03 right? 12:03
12:03 >> Yeah, essentially pretty much sold out. 12:05
12:05 I think we left we opened it on the 12:08
12:08 Wednesday. We did the deliveries from 12:10
12:10 the Thursday, Friday, and I think it was 12:12
12:12 sold out by the Friday night pretty much 12:14
12:14 while we were doing deliveries. 12:16
12:16 >> Oh yeah. Like driving all the way to 12:17
12:17 like the southeast. 12:18
12:18 >> Yeah. Southeast, the north side. I'm 12:20
12:20 like, "Oh my god, please stop." Like I'm 12:22
12:22 happy, but oh my god, please stop. 12:24
12:24 >> One time we're like last delivery. It's 12:26
12:26 like 9:00 p.m. 12:27
12:27 >> It came through 12:28
12:28 >> and the Shopif came through like what? 12:30
12:30 And we just go back and deliver it and 12:33
12:33 come back. 12:34
12:34 >> Yeah. But it was like fun. 12:36
12:36 >> But I love that you guys like handd 12:38
12:38 delivered it yourself too. 12:40
12:40 >> Yeah. We I guess we wanted to be more 12:41
12:41 personal like thank you. Well, whoever 12:43
12:43 could receive at the time a thank you 12:45
12:45 and leave a message as well. So yeah, I 12:47
12:47 think 12:47
12:47 >> I also wanted to talk about alcohol 12:49
12:49 marketing. So alcohol marketing is kind 12:52
12:52 of a minefield, especially in Australia 12:53
12:53 where the regulations across everything 12:55
12:55 is so strict. What's been the most 12:58
12:58 annoying thing that you had to 13:02
13:02 counter and how are you creatively 13:05
13:05 dodging it? 13:06
13:06 >> Great question. Yes, 13:08
13:08 >> thank you. I've worked in alcohol 13:09
13:09 marketing once before in my first job um 13:12
13:12 across um you know the paid ad space and 13:15
13:15 I know firsthand that there are so many 13:17
13:17 restrictions. Um so knowing that and 13:21
13:21 coming into um creating a business with 13:23
13:23 these guys I felt really lucky that I 13:25
13:25 had that past experience. Um but talking 13:27
13:27 about the restrictions that are the most 13:30
13:30 annoying I guess would be the models 13:33
13:33 have to be 25 plus. They have to 13:35
13:35 >> they have to look 25 plus or either be 13:38
13:38 it. Yeah. 13:38
13:38 >> Yeah. If they don't you get people might 13:41
13:41 report you and then they might make a 13:43
13:43 >> Wait. So you have to look 25 plus. 13:45
13:45 >> Thanks. 13:47
13:47 >> But isn't that subjective? 13:48
13:48 >> Exactly. 13:49
13:49 >> Right. But it's a committee full of 13:51
13:51 people who kind of audit your brand um 13:55
13:55 in terms of your content um you know 13:57
13:57 even like your messaging on socials 13:60
13:60 everything like that. they're very 14:02
14:02 particular about the type of content 14:04
14:04 that you push out. So, anyone can kind 14:07
14:07 of flag you for your um social media 14:10
14:10 marketing, whether that be someone who 14:12
14:12 looks really young. Um it's really weird 14:14
14:14 because the age is 18 plus in Australia, 14:18
14:18 right? But I guess 18 year olds look too 14:20
14:20 young to be in, you know, a video. So, 14:23
14:23 25 plus is the minimum for um you know, 14:27
14:27 Australian standards. That would be the 14:29
14:29 most annoying one, especially because 14:32
14:32 Asians don't raisin. 14:33
14:33 >> Yeah. Yeah. 14:36
14:36 >> I I 100% agree. But it's a good thing. 14:38
14:38 It's a good thing. 14:39
14:39 >> Yeah. It's a good thing for us. 14:41
14:41 Um but yeah, so I guess that would be um 14:44
14:44 the most annoying thing right now cuz we 14:46
14:46 are looking at uh doing campaign photo 14:48
14:48 shoots as well. So um having that eye 14:50
14:50 and making sure that you know everything 14:52
14:52 adheres to that type of restriction is 14:55
14:55 really important. Another thing is our 14:58
14:58 packaging, our messaging, our content 15:00
15:00 can't, you know, be appealing to miners. 15:03
15:03 That is one of the biggest um 15:06
15:06 >> What does that even mean? 15:09
15:09 >> Abac, you tell me. You tell me. 15:12
15:12 >> Let's not create any fights here. 15:15
15:15 >> We want them on our side. 15:17
15:17 >> Yeah. Yeah. Yeah. 15:18
15:18 >> It's just a prank. 15:19
15:19 >> Cut that out. 15:21
15:21 >> It's just for comedic purposes. All 15:23
15:23 right. Um, no, but in like a, you know, 15:26
15:26 a serious standpoint, yeah, like we were 15:28
15:28 quite concerned about our the Duma um 15:32
15:32 cuz it is, you know, a bit more it's a 15:35
15:35 drawn 15:36
15:36 >> image. It's cute. 15:38
15:38 >> Um, so I think we were a bit um worried 15:40
15:40 about that. But in order to kind of 15:44
15:44 mitigate anything that comes out of 15:45
15:45 that, we actually reached out to the 15:48
15:48 ABAC um to do like an audit for us. and 15:50
15:50 they said that they were like there 15:52
15:52 wasn't anything wrong with our um 15:54
15:54 mascot. 15:55
15:55 >> Um let's talk about manufacturing. 15:57
15:57 So how did you find the right partner 16:00
16:00 and what should first time founders 16:03
16:03 absolutely watch out for? 16:05
16:05 >> I was probably emailing about 16:08
16:08 maybe 20 breweries that I could find. I 16:11
16:11 even went to like page three of Google 16:13
16:13 to for the right manufacturing partner 16:15
16:15 for us and then 16:16
16:16 >> I never even went past page one. 16:18
16:18 >> Yeah, it's crazy. I know I got really 16:19
16:19 desperate. It was it was tough times. 16:23
16:23 Most of them can't even won't even help 16:25
16:25 you out or don't even respond. But the 16:27
16:27 ones that do, you want to make sure that 16:30
16:30 they want to work with you and 16:31
16:31 understand what your vision are for the 16:34
16:34 product that you're making. 16:35
16:35 >> Yeah. 16:35
16:35 >> And your branding as well. Always have a 16:39
16:39 second option or second opinion. And 16:41
16:41 it's always good, I guess, if you're 16:43
16:43 hopping into a new industry, if you can 16:44
16:44 attend some type of events. Like we, so 16:48
16:48 we're in the like alcohol industry, so 16:50
16:50 we attended attended the Australian 16:52
16:52 Distillery Festival 16:54
16:54 >> where there's a bunch of distillers 16:56
16:56 around Australia and they just uh set up 16:59
16:59 stores and you get to try their product. 17:01
17:01 So, it's always a good idea to talk to 17:02
17:02 them and see how the industry works. So, 17:06
17:06 um, but I'm curious in terms of 17:07
17:07 manufacturing, did you, um, like for 17:11
17:11 these cans, did you end up, um, with the 17:13
17:13 first manufacturer that you signed with 17:15
17:15 or was there like a chain like a switch 17:17
17:17 up? 17:18
17:18 >> Um, so with the cans, we probably had 17:21
17:21 two other options that were gone with. 17:23
17:23 So, I guess it all came down to pricing 17:25
17:25 and what they can do. 17:26
17:26 >> Yeah. 17:26
17:26 >> As well. So, the cans were pretty 17:28
17:28 simple. We worked with a really good 17:29
17:29 brand that were willing to help us and 17:30
17:30 guide us along the way with how we 17:33
17:33 should I guess set up the PDF design so 17:36
17:36 they can print it on the cans itself. So 17:37
17:37 they were pretty helpful with that. The 17:39
17:39 cartons I met a really nice guy. 17:40
17:40 >> He was really helpful especially um with 17:43
17:43 our can size as well cuz this is a 17:46
17:46 pretty unique size. Um you don't really 17:49
17:49 see um this type of size in like the 17:51
17:51 market right now. So finding someone who 17:54
17:54 can um manufacture the cartons for us 17:56
17:56 was um quite a journey with Andy. He's 17:59
17:59 he did a really great job um you know 18:02
18:02 with the measurements and everything and 18:03
18:03 also on top of that um ensuring that the 18:06
18:06 color of the design is um you know as 18:08
18:08 bright as it is here. Yeah, 18:10
18:10 >> but for the drinks alone, like the 18:12
18:12 actual product, um, we kind of went with 18:15
18:15 the first option cuz they offered us the 18:18
18:18 whole package. So they could do the R&D 18:20
18:20 for the research and development. 18:22
18:22 >> They could give us they could supply the 18:24
18:24 ingredients as well. 18:25
18:25 >> Yeah. 18:25
18:25 >> Do the um packaging for us uh quality 18:28
18:28 control and flow insurance. So yeah, we 18:29
18:29 just 18:29
18:29 >> I want to talk a bit more about pricing. 18:32
18:32 So I would say like pricing for consumer 18:34
18:34 products is a little bit like half 18:37
18:37 strategy and half psychology. So, how 18:39
18:39 did you land on your price point? Um, 18:43
18:43 and what was the thinking behind it? 18:46
18:46 >> Okay. Um, so in regards to pricing, 18:48
18:48 >> the finance guy, 18:49
18:49 >> the finance guy, you know what it is. 18:52
18:52 >> Um, yeah, obviously a lot of competitive 18:55
18:55 analysis. Yeah. So, we looked at pretty 18:57
18:57 much other companies with the same drink 18:59
18:59 as us. So, RTD hard solders. um 19:01
19:01 obviously comparing it between alcohol 19:03
19:03 percentage and obviously how much you 19:04
19:04 actually get in the can as well and kind 19:06
19:06 of like pricing it quite similarly to 19:08
19:08 them. But obviously on the other hand we 19:10
19:10 do find that our drink does have a lot 19:12
19:12 more quality with what we have in 19:13
19:13 regards to the ingredients as well as 19:14
19:14 the actual can and carton as well. Um so 19:17
19:17 that's where we kind of 19:18
19:18 >> felt like we should price it slightly 19:20
19:20 higher if not on par with what we felt 19:22
19:22 was quite similar to what we were 19:24
19:24 providing to the market as well. 19:27
19:27 >> I want to talk a bit more about the 19:29
19:29 team. So backgroundwise, you guys kind 19:32
19:32 of cover everything. So you have 19:34
19:34 insurance, operations, marketing. Um, 19:38
19:38 but coming from such diverse worlds, do 19:42
19:42 you fight often? 19:45
19:45 >> Yes, 19:46
19:46 >> you can answer that answer. 19:47
19:47 >> Oh, we talking about that. 19:49
19:49 >> Like honestly, I think we've only ever 19:50
19:50 had one actual fight. Like it wasn't too 19:53
19:53 serious, but 19:54
19:54 >> alo we all gave our own inputs, 19:56
19:56 reasonings, and I guess the way we 19:58
19:58 think. And I guess with the three of us, 20:00
20:00 we're very open-minded. 20:02
20:02 >> Openminded. 20:04
20:04 >> Now, we're very open-minded. So, 20:06
20:06 obviously, we were open to pretty much 20:08
20:08 hearing each other's thoughts. Yeah. 20:09
20:09 >> Which does help um when we do have 20:11
20:11 conflicting answers. Um so, look, 20:15
20:15 >> we don't really fight too often. It's 20:17
20:17 only ever been one disagreement to be 20:18
20:18 honest. Obviously, you guys are very 20:21
20:21 diplomatic with each other and you 20:22
20:22 listen to everyone's feelings and take 20:24
20:24 into account everything, but who calls 20:27
20:27 the final shot? 20:29
20:29 >> I majority rules. 20:32
20:32 >> Majority rules. So, even making that 20:34
20:34 decision we were talking about before 20:35
20:35 where we had a fight. It was majority 20:38
20:38 rules. And 20:40
20:40 >> I think that's probably the best way to 20:42
20:42 go about it, right guys? 20:44
20:44 >> Yeah. 20:44
20:44 >> Yeah. So clearly you guys are very 20:46
20:46 close, but two of you guys are closer. 20:50
20:50 >> All right, it's me and Daniel. You guys 20:52
20:52 guessed it. 20:56
20:56 >> Yep. 20:57
20:57 >> Okay, so F and Daniel, you're building a 21:00
21:00 company and dating. So how does that 21:03
21:03 work? 21:04
21:04 >> You want to go first? 21:05
21:05 >> You can go first. 21:06
21:06 >> It doesn't. 21:07
21:07 >> Yes. 21:08
21:08 >> I'm joking. 21:09
21:09 >> Oh [ __ ] 21:11
21:11 I try to keep everything professional 21:13
21:13 when it comes to business. I call F by 21:15
21:15 F. I don't call her like babe or 21:17
21:17 anything when I'm around Hansen. In 21:19
21:19 saying that, it's also very nice to have 21:22
21:22 someone there that you can just talk to 21:24
21:24 or vent to of talk about the business or 21:26
21:26 Ben about your issues about the 21:28
21:28 business. 21:28
21:28 >> For me, 21:30
21:30 I guess building this business with um 21:34
21:34 him has been pretty fun. 21:37
21:37 Why you laughing? 21:40
21:40 Um, 21:41
21:41 >> let him be. 21:43
21:43 >> It's It's been quite fun seeing, you 21:45
21:45 know, the different sides of um, you 21:48
21:48 know, your partner um, in regards to 21:51
21:51 like how they think and work in a 21:53
21:53 professional setting. I know they say 21:54
21:54 don't, you know, work with your friends 21:56
21:56 and family, but right now, I don't want 21:59
21:59 to jinx it. Knock on wood. We're doing 22:01
22:01 pretty well, right? 22:04
22:04 >> Yeah. 22:05
22:05 >> Okay. 22:06
22:06 >> Yeah. Yeah. 22:07
22:07 So, I guess on the flip side, do you 22:09
22:09 ever feel left out, Hansen? 22:12
22:12 >> Good question. 22:12
22:12 >> You can be honest. 22:13
22:13 >> Now, to be honest, like you'd think I'd 22:15
22:15 feel awkward being at third wheel, but 22:17
22:17 look, during our meetings or like when 22:20
22:20 we get together, 22:21
22:21 >> I honestly forget that they are actually 22:23
22:23 dating. Um, it honestly just feels like 22:25
22:25 a group of friends um working together 22:27
22:27 obviously trying to achieve a goal. 22:29
22:29 >> You've been building this for a very 22:30
22:30 long time, been through a lot of 22:32
22:32 challenges. um had to sit on so many 22:35
22:35 meetings together to deal with so many 22:37
22:37 different crisis. 22:39
22:39 >> What's been the most valuable lesson 22:41
22:41 that you've learned building this? 22:43
22:43 Something you really wish someone had 22:45
22:45 told you earlier and maybe we'll do this 22:47
22:47 like we'll start with Hansen and then go 22:49
22:49 down the line. 22:50
22:50 >> Okay, cool. 22:51
22:51 >> Um I guess personally with me being 22:55
22:55 patient and not losing hope. So 22:58
22:58 obviously when you start off a business 23:00
23:00 you generally see other businesses that 23:02
23:02 are flourishing. Obviously all of those 23:04
23:04 business what they post on social media 23:06
23:06 and online is generally all their wins. 23:08
23:08 You don't generally see the hard work 23:09
23:09 that's put into what they're doing or 23:11
23:11 all the like late nights or like tears 23:14
23:14 stress whatnot. Um, so I guess that's 23:17
23:17 pretty much one of the most important 23:18
23:18 things, just making sure that look, as 23:21
23:21 long as you keep hope in what you're 23:23
23:23 doing and what you believe you're going 23:24
23:24 to do, um, it will eventually lead to 23:28
23:28 then goal of obviously achieving 23:31
23:31 the dream or whatnot. 23:33
23:33 >> Yeah. 23:33
23:33 >> Yeah. 23:34
23:34 >> So, I can start with my um advice that I 23:38
23:38 wish I heard earlier. It'll have to be 23:41
23:41 progression over perfection. That is the 23:43
23:43 number one thing, especially being the 23:45
23:45 person creating the content. Not all of 23:47
23:47 my content is going to be 23:50
23:50 >> the best of the best. I'm still learning 23:52
23:52 as well and I know that you're still 23:54
23:54 learning as well. So, um, and in terms 23:57
23:57 of, you know, um, the social media 23:59
23:59 space, just pushing out content and 24:00
24:00 being out there and it's like better 24:03
24:03 than just ensuring that everything is 24:05
24:05 curated and perfect. Agree. Another 24:08
24:08 thing is, you know, being in a startup 24:11
24:11 um a startup business, you know, things 24:14
24:14 move really really fast and you have to 24:16
24:16 be really quick with um decision making. 24:18
24:18 You can't just um hesitate and you know, 24:21
24:21 as you said before, it's inefficient to 24:23
24:23 do so. Um and just calling the shots as 24:25
24:25 like quick as you can and just doing it 24:27
24:27 even if we're going to make a mistake, 24:29
24:29 it's something that we can always 24:30
24:30 ultimately fix. Um yeah, so I guess 24:32
24:32 those two would be um the key things 24:35
24:35 that I wish I knew earlier. Nice. Um I 24:38
24:38 think for my one it would be 24:41
24:41 embarrassment is the cost of entry. Cuz 24:44
24:44 I guess if you're too afraid to start 24:47
24:47 learning a new skill, it's either it's 24:50
24:50 because it's too daunting or you're just 24:52
24:52 worried that you're going to make a fool 24:53
24:53 of yourself, you're never ever going to 24:56
24:56 master that skill or progress anywhere. 24:58
24:58 And I think that goes for business and 24:59
24:59 in life as well. I'm empty. 25:05
25:05 How we like to end this is we love 25:07
25:07 playing a little game. So this is a 25:09
25:09 little would you rather. Um so would you 25:13
25:13 rather go viral for the wrong reason or 25:15
25:15 a savage one-star review? 25:20
25:20 >> Viral for the wrong wrong reasons 25:22
25:22 because everything is AI these day. 25:24
25:24 That's not me. 25:26
25:26 >> That ain't me. 25:28
25:28 >> Yeah. But 25:30
25:30 >> and also if I go viral um any Pas could 25:34
25:34 P. 25:34
25:34 >> That's true. 25:35
25:35 >> And I don't think you would want savage 25:37
25:37 one star reviews cuz everyone looks at 25:39
25:39 reviews nowadays, right? 25:41
25:41 >> Yeah. 25:43
25:43 >> Yeah. 25:43
25:43 >> Don't you agree? 25:44
25:44 >> 100%. 100%. 25:46
25:46 >> Okay. So, would you rather pitch to your 25:49
25:49 ex or fumble on national TV? 25:52
25:52 >> National TV. 25:52
25:52 >> National TV. Easy. 25:54
25:54 >> TV. 25:55
25:55 >> Really? That's AI. 25:59
25:59 >> Any publicity is good publicity. 26:03
26:03 >> Like how bad of a fumble? 26:04
26:04 >> Yeah. What time of fumble we talk about? 26:06
26:06 Like I'm tripping or how am I fumbling? 26:08
26:08 >> Like imagine you go on national TV, 26:11
26:11 Daniel's all red and he so like 26:15
26:15 >> y'all can edit this, right? 26:17
26:17 >> Mhm. 26:18
26:18 >> Oh my god. Am I on Shark Tank? 26:20
26:20 >> Oh yes. Imagine that. 26:22
26:22 >> Do you guys still seeking your answers? 26:24
26:24 No, I'm going national. 26:25
26:25 >> National. 26:25
26:25 >> National still. 26:26
26:26 >> All my exes probably hate me. So, 26:28
26:28 >> Oh, no. 26:29
26:29 >> More though. 26:30
26:30 >> But then if you fumble on TV, 26:32
26:32 >> I'm pitching to my ex. So, if I already 26:34
26:34 know what to know, why would I pitch to 26:35
26:35 them? 26:36
26:36 >> You lose a chance of being good on TV. 26:39
26:39 >> That's the thing. 26:40
26:40 >> She got me there. 26:42
26:42 >> Your ex can't hate you that much, 26:44
26:44 >> can she? 26:45
26:45 >> What did you do? 26:46
26:46 >> What did you do? 26:47
26:47 >> Nothing. I'm being a good guy. 26:50
26:50 >> That's what they all say. 26:53
26:53 But 26:55
26:55 >> um yeah, I think I'm still going to go 26:56
26:56 for the fumble. You could you could 26:58
26:58 always come back from it. 26:60
26:60 >> Just make a video on Tik Tok. Like, 27:02
27:02 guys, I never fumbled. 27:03
27:03 >> I don't think you can though. 27:05
27:05 >> No, I think the buzz is already there. 27:07
27:07 People are still looking up your name. 27:09
27:09 You're in the in the eyes of like the 27:12
27:12 national television audience. 27:14
27:14 >> But would they support you in your 27:15
27:15 product? 27:16
27:16 >> Wait, but then if like I just forgot to 27:18
27:18 say yes, hip pod vodka so they can read 27:20
27:20 it. I'm joking. I'm Jake. 27:22
27:22 >> Thank you guys for coming on the 27:24
27:24 podcast. 27:25
27:25 >> Thank you for having us. 27:26
27:26 >> Thanks for having us. This is so fun. 27:28
27:28 >> That's a wrap. If you like this episode, 27:30
27:30 please hit the subscribe button. It 27:32
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27:40 [Music]