3位陌生人向我们展示了他们如何分别实现年收入800万美元、1000万美元和4000万美元

对。

Yeah.

他们磨小麦，然后卖新鲜的面粉。

They grind wheat and then they sell fresh flour.

所以，新鲜食品一直是我心中最看重的东西，从一开始就是。

So fresh food has been something that's always been close to my heart from the very beginning.

你需要什么帮助？

What do you need help with?

你们建立了很棒的社区。

You guys have built great communities.

你和MFM，你和Hampton。

You with MFM and you with Hampton.

我们觉得社区会是Posha增长的一个重要杠杆。

We feel community is going to be a big lever of growth for Posha.

你觉得我们应该如何利用社区来继续发展Posha？

How do you think we should leverage community to continue to grow Posha?

让我简单说几句。

Let me say something really quick.

我觉得人们把社区和受众这两个词用混了。

I think people use the word community and audience differently.

好的。

Okay.

比如说，MFM就是一个受众，意思是如果我们不做了，受众最终会流失。

So for example, MFM is an audience, meaning if we quit doing this, the audience eventually is gonna go away.

对。

Mhmm.

Shaan拥有一个品牌，这个品牌有一个社区。

Shaan owns a brand that has a community.

它有一个线上社区，很多他的客户在里面聊天互动，那才叫社区。

It has a community online where lots of his customers are talking and interacting, and that's a community.

我觉得你得先搞清楚你实际说的是哪一种。

And I think you'd have to determine which of those two are you actually talking about.

对。

Yeah.

我听过最好的说法是，如果所有人都聚在一起，椅子会朝哪个方向摆？

The best thing I heard of this is if everybody was together, which way would the chairs be pointing?

所以，观众就是所有椅子都指向舞台。

So an audience is all the chairs point at the stage.

没错。

Correct.

社区就是椅子互相指向对方。

The community is the chairs point at each other.

比如，回到你的问题，那个疯了的空气炸锅品牌是什么来着？

So for example, to your question, what's that air fryer brand that went crazy?

就像，就像那个

Like, just like the

忍者？

Ninja?

对。

Yeah.

可能是Ninja，但基本上，空气炸锅在过去五年里经历了一次大复兴。

Maybe it's Ninja, but, like, basically, the air fryer in the last, like, five years had, a big renaissance.

而且实际上

And actually

或者奶油机也是。

Or the creamy did too.

对。

Yeah.

Ninja奶油机也是，有一群人在分享食谱。

Ninja creamy did too, where there's a community of people that are sharing recipes.

而且它之所以有效，是因为我觉得比你的稍微多一点，用户能自己琢磨出新的东西，而不是像应用程序只让你选14种，从中挑一个。

And it works because I think a little bit more than yours, the user can kinda figure out, like, create new things that rather than, like, the app only lets you do 14 items, pick one of the 14.

所以如果有一些用户生成内容，在这种情况下是用户生成的烹饪，用户生成的食谱，他们可以分享，并且可以互相获得认可。

And so if you have some element of UGC, user generated cooking in this case, a user generated recipes that they could share and they could kinda get props for from one another.

我觉得这就是关键。

I think that's the the key.

而且你得给他们找个聚集地。

And you have to find a, you know, a hub for them.

是在Reddit上吗？

Is it is it on Reddit?

还是在Discord上？

Is it on Discord?

还是在Facebook上？

Is it on Facebook?

还是在Instagram上？

Is it on Instagram?

你打算怎么让人们分享这些东西？

How are you gonna get people to share this stuff?

但我会研究空气炸锅社区是怎么做的。

But I would study what the air fryer community did.

我会研究Ninja Creamy是怎么做的，然后尽量复制他们成功的那些因素。

I would study what the Ninja Creamy did, and I would try to replicate as much as I could of the factors of that success.

对。

Yeah.

比如，我以前很喜欢一个叫Aptiv的应用。

Like, for example, I used to love this app called Aptiv.

那是个健身应用，他们有一个Facebook群组。

It was a fitness app, and they had a Facebook group.

我在那个Facebook群组里非常活跃。

And I was very active on the Facebook group.

Peloton也是一样。

And same with Peloton.

我肯定他们也有一个Facebook群组，你可以在里面聊你最喜欢的教练，或者问有没有人试过这种训练。

I'm sure they have a Facebook group where you, like, talk about your favorite instructors or, like, has anyone tried this type of workout?

还有一个是Ladders。

Another one is Ladders.

那是另一个健身应用，他们也有这种社区。

That's another fitness app that they have this, like, community.

所以那是他们的客户在互相交流。

So that's their customers talking together.

这非常有价值。

It's super valuable.

所以我会做的，就是每次发货时，放点东西进去，比如，你只要……我不知道。

So what I would do is for every I would put, like, something in your when you ship it out, like, you just I don't know.

如果主要是妈妈们，我会根据她们的年龄，可能选择Facebook。

If it's, like, mostly moms, I would and what age they are, I might choose Facebook.

如果是书呆子，我会选Reddit，之类的。

If it was nerds, I would choose Reddit, whatever.

Facebook群组，我确实认为还是最好的。

Facebook groups, so I do think are are still the best.

我觉得另一个问题是，你追求的最大好处是什么？

I think the other question is what do you what's the bigger benefit you're attaching yourself to?

所以人们买这个主要是因为能省时间吗？

So are people buying this fundamentally for time savings?

那你会说，这是给那些真正看重时间的人准备的。

So then you would say, well, this is for people who really value their time.

也许是忙碌的职场人士，或者在职妈妈，等等等等。

Maybe it's a busy professional, the the working mom, etcetera, etcetera.

你需要创造指标和成功案例，去吸引这类人，去找那些能帮你宣扬这种理念的网红。

And you need to create metrics and success stories and attract that type of person, go to those influencers who are gonna spout that kind of religion.

还是说这种理念是围绕美食爱好者的？

Or is the religion about foodies?

就是那些热爱美食，但以前受限于厨艺的人。

People who love food that but they've been limited by skill.

好。

Okay.

很想做意大利烩饭。

Would love to cook risotto.

我很想吃烩饭，但我不会做。

I'd love to eat risotto, but I don't know how to cook risotto.

这个东西正好弥补了我在厨艺上的短板，让我能尽情享受美食的乐趣。

And that skill gap is getting bridged by this thing, and it lets me indulge my foodiness.

这跟节省时间没关系。

And it's not about the time savings.

也不是为了那种极致的效率或者实用性。

It's not about brutal like, efficiency, utility.

重点在于享受过程。

It's about enjoyment.

所以我会试着去搞清楚，最简单的答案可能是：两者都有。

And so I would try to figure out and the easy answer is gonna be, oh, it's both.

全都包括。

It's all.

但要想真正建立起一个社区，你得先有个立足点。

But in order to really get a community going, wanna have a beachhead.

你得先有一个目标用户画像。

You wanna have, like, an initial persona that you're targeting.

然后关键是，对那个人来说，最理想的结局和梦想中的结果是什么？

And really, it's like, what's the happy ending, the dream outcome for that person?

他们心里一直想解决的那个痒处，你的产品正好帮他们做到。

The kind of inner itch that they've been waiting waiting to scratch that your your product is helping them do that.

你的产品不是主角。

Your product's not the hero.

它只是普通人用来让自己成为英雄的工具。

It's the tool that their average person uses to become a hero themselves.

所以到底是哪一个？

And so which one which one is it?

这是我会问自己的问题，因为这会改变你很多营销和策略。

That's something I would kind of ask myself because that'll change a lot of your marketing, a lot of your strategy.

但我的直觉告诉我，你不会遇到获客问题。

But my gut tells me you're not gonna have a customer acquisition problem.

对。

Right.

我觉得那永远不会成为问题。

I don't think that's ever gonna be the problem.

你的营销团队总共就一个人。

Your marketing team is like a total of one person.

我觉得那不会是问题。

I don't think that's gonna be the issue.

你的瓶颈不在于让人购买。

Your constraint is not gonna be getting people to buy.

而在于这东西是否真的有效，以及能否把它弄到家里。

It's they're gonna be, does this thing actually work and kinda get it in their house.

是的。

Yeah.

但这会改变你的产品策略。

But it'll change your product strategy.

对。

Yeah.

比如说，如果你的产品策略是关于实用性的，比如狗粮，他想要健康，也想要方便。

Like, if your product strategy about utility, man kibble, like, he wants health and he wants convenience.

对。

Yeah.

所以他愿意牺牲外观、口味，可能还有其他方面，但你会做出不同的产品。

So he's willing to sacrifice presentation, taste, and other things maybe along the way, but you would create a different product.

比如，你会有不同的机器人部件，不同的制造限制，而不是试图做出那种朋友来访时端上来的、撒着帕尔玛奶酪的漂亮惊艳的东西。

Like you would literally have different pieces of the robot, different constraints on the manufacturing side versus if you were trying to make this, this beautiful Parmesan topped impressive thing when friends come over.

对。

Yeah.

我为家人做了这个。

I cooked this for the for the family.

我以前从来做不到。

I was never able to do that before.

对。

Correct.

可能让制造变得更简单或更难。

Maybe making it easier or harder to manufacture.

没错。

Right.

我觉得社群很重要，主要不是因为增长本身，而是长期来看，获客成本会降下来，因为你的K因子会飙升，大家开始聊你。

I think community is important primarily because it's not growth necessarily it drives, but over time, I think your CAC comes down because your K factor just jumps up, people start talking about you.

其次，活跃度上去了，留存率也跟着提高。

Second, engagement increases and so retention increases.

如果留存率提高了，那很多……

And if retention increases, Of it's lot of

世界上最会做社群的人，有多少会整天说K因子、活跃度、黏性、获客成本这些词？

the best community builders in the world, how many of them use phrases like k factor, engagement, stickiness, and CAC?

至少这么早的时候不会。

Not this early at least.

你先得到魔力。

You get magic first.

来自灵魂的社区。

Communities from the soul.

你懂我的意思吗？

You know what I mean?

所以你得有大脑的两个不同部分。

So you gotta, like, have two different parts of your brain.

有数据派、创业创始人，里克，去从Excel里筹钱。

There's metrics guy, startup founder, Rick, go raise money from Excel.

还有感觉派。

And there's feelings guy.

还有感觉派。

And there's feelings guy.

还有灵魂派。

There's soul guy.

我们会做这件事，因为它很棒。

We're gonna do this because it's awesome.

我们会做这件事，因为这是正确的事。

We're gonna do this because it's the right thing to do.

我们会做这件事。

We're gonna do this.

他们最终

And they eventually

好。

Cool.

对。

Yeah.

可以。

Can.

但是

But

现在，那些很酷但最终会火的东西，不会谈什么K因子。

right now, it's like cool shit that eventually gets popular does not talk about k factor.

它谈的是有趣。

It talks about silly.

它谈的是情感。

It talks about emotion.

你知道，就是这类词。

You know, these types of words.

不是K因子。

Not k factor.

别担心，就找那1500个正在用这个的人。

Worry about Just get the 1,500 people who are using this.

让他们每周都登录Facebook群组，来聊聊，或者，对，

Get them to log in to Facebook groups every single week to talk about to either yeah.

来抱怨、来庆祝、来尽情讨论。

To complain, to celebrate, to nerd out.

然后你还需要一些梗。

And then you also need lore.

对我们来说，梗就是像‘不搞小男生那套’之类的。

So lore would be like, for us, it would be like no small boy stuff.

比如说，说这些傻话。

Like, say these silly phrases.

我们不是房间里的书呆子。

We're no nerds in a room.

要像，怎么让人们更喜欢我们？

Gonna be like, how do I get people to, like, like us more?

你懂我的意思吗？

You know what mean?

我们就瞎编些蠢东西。

We just make up dumb stuff.

就像，我们以前把这期节目叫做‘牛仔地牢’，就因为我穿了牛仔布。

This is like, we used to call this show this episode, the Denim Dungeon, just because I wore denim.

就是，做那些傻事。

Like, do that silly stuff.

算点数学。

Does some math.

谁在乎呢？

Who cares?

但你就是做这些事来创造故事背景。

But you just do this stuff where you create lore.

你创造口头禅。

You create catchphrases.

共同的故事。

Shared stories.

共同的纽带。

A common bond.

我们对抗全世界。

Us versus the world.

这听起来在烹饪上有点傻，但你还是可以这么做。

And that sounds silly when it comes to cooking, but, like, you could still do it.

对吧？

Right?

所以你就创造这些，创造传说，然后不断重复，不断重复。

So you create this, you create lore and you repeat it constantly, constantly.

而且你有一张脸，不管是你自己还是你公司里的其他人，你看起来很有魅力。

And you have a face, whether you or if you have someone else at your company, you seem very charismatic.

我觉得你能做到。

I think you could do it.

但每个邪教都需要共同的语言、仪式和领袖。

But you have like every every cult needs shared language, rituals, and a leader.

好的。

Alright.

我们得结束了。

We gotta wrap up.

对。

Yeah.

拉夫，谢谢你来。

Raav, thanks for coming.

对。

Yeah.

波莎？

Posha?

是的。

Yes.

波莎.com。

Posha.com.

你拿到网址了。

You got the URL.

干得好。

Good job.

太棒了。

Amazing.

非常感谢你抽出时间。

Thank you so much for the time.

好的。

Alright.

我们很感激你。

We appreciate you.

上帝保佑。

God bless.

好的。

Alright.

再见，兄弟。

See you, dude.

谢谢。

Thank you.

嘿。

Hey.

我们快速休息一下。

Let's take a quick break.

你知道吗，

You know

就是那种感觉：策略定好了，简报写完了，大家也都对齐了，然后你突然意识到，还是得有人坐下来，真正把内容都做出来。

that feeling when strategy is done, the brief is written, everyone's aligned, and you realize someone still has to sit down and actually create all the content?

那个人通常就是你，而且明天就要交。

That someone is usually you, and it's due tomorrow.

不过，HubSpot的Breeze助手可以帮上忙。

Well, the Breeze assistant from HubSpot can help.

它直接在HubSpot里面就能用。

It works right inside HubSpot.

你可以起草活动文案、博客文章、邮件，全都用你的品牌语气，全都基于你真实的客户数据。

You can draft campaign copy, blog posts, emails, all in your brand voice, all using your actual customer data.

所以你不仅仅是创作内容。

So you don't create just content.

你创作的是能转化的内容。

You create content that converts.

去 hubspot.com 看看吧，那是助力成长型企业的智能客户平台。好，我们继续。

Check out hubspot.com, the agentic customer platform for growing Alright.

我们还有一位。

We have another one.

是谁？

Who we got?

让他进来。

Bring him in.

哟。

Yo.

怎么了？

What's going

怎么了？

on?

兄弟们。

Boys.

对。

Yeah.

我一直在看你们

I've watched you guys

兄弟们，最近怎么样？

What's good, boys?

我就像个冰球运动员。

I used I'm like a hockey player.

好的。

Alright.

我们有

We got

在更衣室里待太久了。

spend too much time in the the locker room.

这就是问题所在。

That's the problem.

所以我认识你。

So I know you.

所以这是尼克。

So this is Nick.

在忙什么呢？

What's doing?

你的产品怎么样？因为我一直对这些东西上瘾。

How are your product because I've been addicted to these things.

我实际上不得不戒掉它们。

I actually had to wean myself off of them.

我当时想，我需要中午休息时吃Midday Squares，但我不知道你认识尼克吗？

I was like, I needed a midday break of eating Midday Squares, but I don't do you know Nick well or no?

我从来没见过。

I'd never.

我刚刚才认识他。

I don't I've just met him a second ago.

我只是在X上潜水。

I just lurk on x.

是的。

Yes.

嗯，我办公室在汉普顿，那里有这些，因为我的联合创始人特别迷这个，我也开始吃了。

Well, I've I have these in my office at Hampton because my cofounder's obsessed with them, I started eating them.

它们超棒的。

They are awesome.

谢谢夸奖。

I appreciate that.

所以你就是尼克？

So you're Nick?

谢谢。

I appreciate that.

Midday Squares 是你们公司。

Midday Squares is your company.

没错。

Sure is.

那是你和你妻子。

That's you and your wife.

我还有两个合伙人。

I got two other partners.

对。

Yeah.

要感谢我的妻子和我小舅子。

Got my got shout out to my wife and my brother-in-law.

所以这是我们做的。

So we didn't we did this.

都是一家人。

All in the family.

对。

Yeah.

说到他妻子。

About his wife.

她很棒。

She's amazing.

她是个猛人。

She's the beast.

好的。

Okay.

那在我们开始之前，想让你先从一个重要的数字说起。

So before we start, we want you to start with the one big number.

我们基本上卖出了价值四千万美元的巧克力棒，每根2.49美元，这相当于大约每分钟要吃掉60根，而且是一年365天每分钟不间断，才能达到这个数字。

We basically sold $40,000,000 worth of $2.49 chocolate bars that equates to about let's just call it roughly 60 bars per minute have to be consumed every minute in three hundred sixty five days a year for you to hit that number.

干得好。

Good job.

哇，

So Wow.

四千万

40,000,000

在

in This

今年。

year.

在过去的十二个月里。

In the last twelve months.

对。

Yeah.

是的。

Yes.

每年每分钟都有60个这种玩意儿被生产出来。

60 of these bad boys every minute every every minute of the year.

一年中的每一分钟。

Every minute of the year.

包括一年中的五天。

Including five days a year.

如果我没记错的话，金·卡戴珊是不是被拍到包里装着这些？

If I'm not wrong, wasn't Kim Kardashian spotted with with these in her bag?

是真的吗？

Is that true?

对。

Yeah.

对。

Yeah.

她她

She she

没付钱。

Not paid.

对吧？

Right?

没付钱。

Not paid.

她在她的社交媒体上帮我们宣传了两次，我觉得这就是努力奋斗的美妙之处，而且我们特意和所有厨师搞好关系。

She's hooked us up two times on her social, and I think that's the that's the beauty of, like, when you're when you're hustling and I and we make it a a point to be in with all the chefs.

所以我们不寻求直接和名人联系。

And so we're not looking for the direct connection to celebrities.

那是大家都在做的。

That's what everybody's doing.

所以在过去十年里，我们特意和厨师们成为朋友，比如Kaye厨师，感谢Kaye厨师，他为卡戴珊家做饭。

So we've made it a point over the last decade to become friends with chefs, and and that's so chef Kaye shout out chef Kaye who cooks for the Kardashians.

我的意思是，我们多年来一直寄送你们的产品。

I mean, we were sending your product for years and years and years.

不是。

No.

谁

Who

能影响那些影响者策略。

can Influence the influencer strategy.

太酷了。

So cool.

谁影响那些影响者，然后你去影响他们其实更容易。

Who who influences the influencers, and then you actually, influencing them is a lot easier.

但是你们是怎么找到那些明星的厨师的？

But but you find who the chefs are of celebrities?

对。

Yeah.

Instagram和TikTok上有很多厨师，你可以看到他们在为谁做饭。

There's a lot of chefs on on Instagram and TikTok that you can see who they're cooking for.

运动员，还有其他一些人。

Athletes and and others.

然后你直接私信他们，说，嘿。

And you just DM them say, hey.

我能给你寄点东西吗？

Can I send you something?

对。

Yeah.

这个产品有什么特别的？

What's special about the product?

嗯，产品是什么？

Well, what is the product?

好。

Okay.

所以我们最初是做巧克力棒的，但自从2018年创业以来，发生了一件疯狂的事，你知道，可可的价格像抛物线一样飙升。

So we started out as chocolate bars, and crazy thing happened, you know, since we started this business in 2018, chocolate went parabolic, the cost of cocoa.

这意味着我们一夜之间就损失了大约27%的毛利率。

And that means we lost, like, 27% of our gross margin overnight.

我们本来做得很好，可可脂我们每公斤付4000美元。

We were killing it, and chocolate we were paying $4,000 a kilo for cocoa butter.

它涨到了32000，让你有个概念。

It went up to 32,000 just to give you perspective.

就像一场可可危机。

Like a cocoa Crisis.

可可危机。

Cocoa crisis.

什么？为什么会有可可危机？

What what Is there a cocoa why was there the cocoa crisis?

这是一个一直发生的周期，非常有趣。

So it's the cycle that happens all the time, which is super interesting.

一开始是天气不匹配，疾病蔓延，然后可可运不到港口，接着腐败就来了。

It starts off with, like, a real mismatch in terms of weather will come in, disease will spread, then there won't be enough cocoa coming to the ports, and then corruption kicks in, though.

而且腐败通常要持续大约两年。

And corruption usually takes about two years.

我有很多故事。

I I got stories.

我去了厄瓜多尔的森林。

I went into the Ecuadorian forest.

所以，如果你想去那里，我们可以去。

So, like, if you ever wanna go there, we could go there.

但基本上，你知道，当走投无路的时候，我记得我们开始做这件事时，几乎没有单位经济性，我不是说这能和特斯拉比，但就是先做产品，没有毛利率。

But, basically, you know, when your back's against the wall, I remember we started this thing with, like, no unit economics kind of like I'm not comparing this to Tesla in any sense, but build the product, no gross margin.

没人愿意生产这个东西。

Nobody wanted to manufacture this thing.

然后我们去了一个大厨房，接着建了一个工厂。

Then we went to a big kitchen, and then we built a plant.

我们终于实现了盈利，各位，然后就被这个可可的事情给打击了。

And we had finally reached profitability, everybody, and then we get smashed by this cocoa thing.

你们是融过资，还是整个项目都是靠自有资金撑起来的？

Had you raised money, or is this whole thing bootstrapped?

没有。

No.

没有。

No.

我们是通过政府的一种准股权方式筹到钱的。

We raised money through a quasi equity in our government.

所以得感谢加拿大政府，他们在农业制造方面特别支持。

So shout out to the Canadian government's super pro in agricultural manufacturing.

所以他们能拿到

So they were able to get

总共融了不少钱。

much In aggregate, heavy raise.

百万，所以你们总共融了2200万美元。

Million until So you've raised $22,000,000.

是的。

Yeah.

我建了他们自己的工厂。

I built their own plant.

对。

Yeah.

他们在社交媒体上很值得关注。

They're a great follow on social.

其实，我从你的社交媒体策略里偷学了不少东西。

In fact, I've stolen many things from your social strategy.

你们，尤其是他妻子，做的内容特别棒。

So you guys, his wife in particular, they make this incredible content.

他们被好时公司起诉了，具体是谁我忘了。

So they got sued by whatever, Hershey who I forgot it was.

好时公司，这个我不能确认也不能否认。

Hershey's Can't confirm nor deny.

对。

Yeah.

他们收到了

They get

这个我可以说的。

I I can say this stuff.

他们收到了停止

They got a cease and

函，有人跟他们说，你不能用橙色，或者

desist from someone being like, you can't use the color orange or,

你知道，就是像橙色这样的东西。

you know, like stuff like orange.

这简直太离谱了，我

It was like a ridiculous I'm

相信我们都能猜出是谁。

sure we could all put two and two together.

对。

Yeah.

Reese's 就说，嘿。

Reese's was like, hey.

别用橙色了。

Get off orange.

所以他们不是直接接受这个劣势，而是想，怎么把这个变成优势呢？

So instead of just sort of taking the disadvantage, they said, how can we turn this into an advantage?

然后他们推出了一个活动，拍视频说他们只是一家独立公司。

And they came out with this campaign where they were making videos talking about how they're just this independent company.

他们真的做了一首 diss 歌曲。

They actually made a diss track.

他们做了一首

They made a

说唱 diss 歌曲。

rap diss track.

他们拍了个音乐视频。

They made a music video.

太疯狂了。

Wild.

他和他的妻子，虽然有点离谱，但还挺管用的。

Him and his wife, and it's, like, ridiculous, but it kinda works.

然后他们讲故事。

And they tell the story.

他们讲他们工厂的故事，讲好的和坏的，我觉得大家都只讲好的。

And they tell the story about their plant, and they tell the story about the they tell the story about the good things and the bad, which I think everybody only tells the good.

从你们的策略里能学到很多。

And there's a lot to learn from y'all strategy.

而且你们天生就有魅力和讲故事的能力。

But, also, you guys have a lot of, like, natural charisma and storytelling.

谁做的

Who made

叫Midday Squares吗？

it Midday Squares?

因为这个名字太完美了。

Because it's perfect.

谢谢你，兄弟。

Thank you, man.

我觉得是我和我妻子一起头脑风暴，即兴发挥想出来的。

I I think it was me and my wife brainstorming, riffing.

这里要感谢五小时能量。

Shout out to five hour energy.

我听了五小时能量的播客，他非常严谨，比如，我希望我的产品就是那个样子。

So I I listened to the podcast in five hour energy, and I he was so methodical about, like, I want my product to be what it is.

我们真的发现，下午市场的规模和早餐市场一样大，但几乎没人关注。

And we were we really so the big gap that we saw was that the afternoon market's just as big as the morning breakfast market, except it gets nearly no attention.

所以大家都挤在早餐市场，没人真正关注下午时段。

So, like, everybody's crowded into breakfast, and nobody's really focused on the afternoon part.

针对成年人的。

For adults.

针对成年人的。

For adults.

对。

Yeah.

具体来说。

Specifically.

那么，这种形式是已经存在的吗？之前就有人做这种方形的……我都不知道这是什么。

And and so was this a form factor that already existed that people were already doing these, like, kinda square what I don't even know what this is.

它一半是……它是……

It's half It's

双层方形。

dual layer square.

对。

Yeah.

底部是什么？

What's the bottom?

花生酱底。

Peanut butter base.

好。

K.

花生酱底。

Peanut butter base.

上面有果酱。

You got jelly on top.

这是花生酱果酱三明治。

This is a PB and J one.

或者这个是花生酱果酱的。

Or this that's PBJ.

这个也是草莓花生酱果酱的。

This is also PBJ strawberry.

但你也有巧克力。

But you also have chocolate.

对吧？

Right?

所以

And so

你从那里开始做生意的。

you where it started the business.

巧克力是

Chocolate is

起家的地方。

where it started.

最初的想法是从哪里来的？

Where did the initial idea come from?

你只是坐在那里，然后，对。

You're just sitting around and Yeah.

为什么是这个？

Why this?

我表哥在斯马克公司职位很高，他一直鼓励我进入这个行业。

So my my cousins, my cousin was super high up at Smucker's, and he was just always, pushing me to get into this game.

你知道吗？

You know?

我们经常互相开玩笑。

And we would always riff back and forth.

最后，通过他的一些朋友，我开始获得数据，真正让我震惊的是巧克力以惊人的速度增长。

And finally, through a few of his friends and stuff, I started getting data, and it was the data that, like, really sprung to me was chocolate was growing at a ridiculous rate.

当时不用棕榈仁油且需要冷藏的巧克力正在增长。

So chocolate that wasn't using palm kernel oil at the time and refrigerated was growing.

所以，杂货店里的冷藏品类是增长最快的部分。

So, like, the refrigerated category at grocery stores, fastest growing section of a grocery store.

这就是为什么你到处都能看到冷藏食品的出现。

So that's why you keep seeing refrigeration pop everywhere.

比如宠物区的Freshpet，他们也开始在那里放冰箱了。

Like Freshpet at the pet section, they're starting to put fridges in there.

所以每个品类都开始有冷藏产品了。

So every category started to have a refrigerated Item.

产品。

Item.

我们之前聊到维生素的时候也提到过这个。

And we were talking about this with vitamins.

对吧？

Right?

就是那些液体维生素，

Like, those liquid vitamins

对。

Okay.

要放冰箱的那种，没错。

That you put in the fridge Bingo.

而不是放在柜子里。

Versus in the cabinet.

哦，等等。

Oh, wait.

所以回到刚才说的。

So go back.

你表哥在斯马克公司。

Your cousin's at smuck Smucker.

对。

Yeah.

顺便提一下，向阿里埃利奥致敬。

Shout out Arielyo, by the way.

那是我表哥。

That's my cousin.

他说，你得进入果冻这个行业。

And he's like, you gotta get into this jelly game.

对。

Yeah.

然后你就在研究数据。

And you're and so you're studying the data.

你注意到不同类别里冷藏的趋势。

You notice this trend of refrigeration in different categories.

所以你注意到巧克力在上升。

So you notice chocolate's on the rise.

还没有冷藏巧克力。

There's not a refrigerated chocolate.

是的。

Yep.

你看到了一个空白。

You see a gap.

你看到了一个机会。

You see an opportunity.

确实如此。

Big time.

告诉我们你投入了多少自己的钱，然后如果你能记得每年的收入，请告诉我们。

Tell us how much money you you put in of your own money to do it, and then if you could remember each year's revenue leaving us

哦，100，是的。

Oh, 100 yeah.

百分之百。

100%.

所以基本上，大约花了60美元。

So, basically, it took about $60.

我和我的合伙人基本上一起凑的。

Me and my partners basically put this together.

我们投入了60美元。

We put in $60.

所以我们给自己设了一个限制。

So we created a constraint.

我们不能用Facebook广告。

We couldn't use Facebook ads.

我们得做到一百万美元的营收，而且不能用Facebook广告。

We had to get to a million dollars of revenue, and we couldn't use Facebook ads.

这是第一个限制条件。

That was constraint number one.

第二个限制条件是，所有业务都必须在我们的城市里。

And number two, it all had to be in our city.

所以我们不能像撒网一样到处乱投。

So we couldn't, like, just spray and pray.

我们选择了蒙特利尔，因为那是我们的家乡。

We had to we chose Montreal is where we came from.

我们想，必须在这里做到一百万美元。

We're like, we gotta get to a million dollars here.

如果在这里做到了，那我们就能进入下一个阶段，真正开始认真做这件事。

And if we get here, then we can go to the next level where we can really start to take this seriously.

第一个就是Facebook广告，因为，嘿。

It was the first one on Facebook ads just because, hey.

我们资金不多，所以没法预留那么多钱去烧。

We don't have a lot of capital, so we're not gonna be able to reserve this much money to burn there.

还是说，我选蒙特利尔，就像，你看。

Or was it I get the Montreal one, which is like, look.

我们先让这里能看得见、摸得着的人爱上它。

Let's try to get people that we can see, feel, and touch here to love it.

对。

Yep.

因为如果他们不是真的喜欢，那说明我们还没做对，还没资格去其他城市。

Because if they don't really love it, we don't have it right yet before we earn the right to go to other cities.

我觉得Facebook会产生很多虚假的正面反馈。

I'm I'm contradict I think Facebook creates a lot of false positives

是的。

Yeah.

对于早期创业来说。

For early business.

早期的时候。

Early on.

对。

Yes.

那你是怎么让蒙特利尔的人接受的呢？

And what'd do to get Montreal on board?

靠内容啊，兄弟。

The content, man.

这就要说到我妻子和我小舅子的聪明之处了。

It was so this was the and this is where the brilliance of my my wife and my brother-in-law.

其实特别简单。

So it was it was, like, really simple.

刚开始的时候，我们谁都没有社交媒体粉丝。

Going out, none of us had social followings.

这一点非常重要。

That's a really important piece.

对吧？

Right?

因为很多人刚开始接触这个的时候，都会觉得有点害怕。

Because a lot of people feel intimidated when they're getting into this thing.

比如觉得你得先有粉丝，但我们当时一个粉丝都没有。

Like, you gotta have a pre we had no fallings.

所以整个夏天，我们就是开始发内容。

And so for the whole summer, we just started posting.

做食品类产品的时候，你通常会去到一些很酷的地方。

When you're making food products, you usually end up in really cool environments.

你知道，我们会在实验室里，跟食品科学家一起，还有不同的生产工厂，在那里测试东西。

You know, we were in labs with, like, food scientists and different manufacturing plants where we're testing stuff.

所以我们互相说好，就是，大家，不管在做什么，都要开着摄像头，告诉别人你在做什么，但不要透露具体在做什么。

And so we just all told each other, like, everybody, when we're doing something, camera's on, tell people what you're doing, but don't reveal what you're doing.

就展示一下环境。

Just show the environment.

然后人们就开始感兴趣了。

And people start getting interested.

比如，你们到底在搞什么鬼？

Like, what what, like, what the hell are you guys doing?

你知道，尤其是我们都不是这个行业出身的。

You know, especially all of us had not come from this industry.

好的。

Okay.

所以就像一群年轻人，我们不知道他们在干什么。

So it's like pretty young guys are like, we don't know what the hell they were doing.

你是说你的朋友，你自己的自然社交圈

You're saying your friends, your own natural social network

就像我的想法一样。

was like my mind.

比如，这是怎么回事？

Like, what's going on?

为什么尼克突然出现在这里，对。

What why is Nick suddenly in this, like Yeah.

实验室里戴着发网，你知道的，对。

Lab wearing a hairnet, you know Yeah.

测试不同的纸张。

Testing different papers.

对。

Yeah.

因为我们都，我妻子在时尚行业。

Because we all my wife was in fashion.

我姐夫是个健身爱好者，到处跑大学，而我之前整个职业生涯都在做软件。

My brother-in-law was like a gym buff going around colleges, and I had typically been in software my whole career prior to that.

所以看到我们戴着发网做这些事情，感觉就是，好吧。

So so to see us with, like, hair nets doing stuff was like, k.

所以你用内容。

So you use content.

你用故事来推动它。

You use story to get to get it going.

对。

Yeah.

跟我们讲讲那个起步阶段吧。

Tell us about the ramp.

所以第一年你开始的时候。

So you start off year one.

你做了什么？

What'd do?

这就是奇迹发生的地方。

This is where the magic happened.

明白吗？

Okay?

所以当我们九月份开始发力的时候，也就是2018年9月，我们在网站上以50美分的价格卖出了我们的产品。

So when we turned on the jets in September, so September 2018, we sold our product on our website for 50¢.

这有两个原因。

And there's two reasons.

明白吗？

Okay?

你可以花50美分买一个平方，我们的想法是，这完全是一个内容策略。

So you can buy one square for 50¢, and the idea was, it was all a content play.

我们其实不想赚钱，但我们也不想要那些只想免费拿东西的人。

So we didn't want to actually make money, but we didn't want freebie people.

所以你必须拿出信用卡，真正完成一笔交易，而我们连续五个月亲自送货上门。

So you have to get your credit card out, actually do a transaction, and we hand delivered everything for five months.

所以这一切都在蒙特利尔进行。

So it was all in Montreal.

他真是个猛人。

He's an animal.

所以我们肯定是这样的，尼克

So we definitely the way, Nick's

是唯一一个不在旧金山做这件事的人。

the only one who's not based in San Francisco doing this thing.

他也是特意飞过来的。

He flew in for this too.

这家伙真是拼了。

This guy is the ultimate hustler.

对。

Yeah.

不过本给我发了消息。

But Ben messaged me.

他问我，你碰巧会在旧金山吗？

He's like, you happen to are you you any chance you're gonna be in San Francisco?

我马上联系他。

I'm on him.

对，是的。

Like, yeah.

当然。

Of course.

他就说，他说，就是这里。

He's like he's like, here it is.

我说，好的。

I'm like, okay.

完美。

Perfect.

我飞过去

I'm flying

去拼一把。

to hustler.

这是唯一的办法，兄弟。

It's the only way, man.

你得自己创造机会。

You gotta make opportunity.

所以，是的。

So yeah.

然后我们就上了车。

So we're we're we're getting in the car.

我们做了大概五个月的送货。

We do deliveries for, like, five months.

这就是内容创作发生奇迹的地方。

Here's where the magic happened on content.

我们每天早上醒来，然后我就想，我做了那些不规模化的东西，而且我们做得太过了。

We would wake up in the morning, every morning, and this I took I think I took do things that don't scale, and we just went way too far

太过了。

with it.

所以早上，我们所有的订单都准备好了，然后我们真的会去看别人的Instagram。

So in the morning, all of our orders would be ready, and we would literally go on people's Instagram.