1 00:00:00,120 --> 00:00:02,280 Today on the Winning with Shopify podcast. 2 00:00:02,640 --> 00:00:04,680 Yeah, Downline chocolate, we are essentially beamed about 3 00:00:04,680 --> 00:00:06,760 chocolate maker. Now what that means is that we 4 00:00:06,760 --> 00:00:09,200 work with farmers from around the world to really source the 5 00:00:09,200 --> 00:00:12,520 highest quality beans and then make the final product, all in 6 00:00:12,520 --> 00:00:15,240 our factories in San Francisco. I mean, you guys must have the 7 00:00:15,240 --> 00:00:18,320 most incredible canteen. Like we have some of the longest 8 00:00:18,320 --> 00:00:21,280 newsletters in the industry where it's like 5 to. 6 pages. 9 00:00:21,360 --> 00:00:23,160 All the information you've just given me is is is all 10 00:00:23,160 --> 00:00:25,120 enlightening as someone who's been eating chocolate since 11 00:00:25,120 --> 00:00:26,280 they're probably about three years old. 12 00:00:26,400 --> 00:00:28,560 Nobody ever, when they're young, thinks of that. 13 00:00:28,560 --> 00:00:32,320 I want to be APM big tech. Everybody does think I want to 14 00:00:32,320 --> 00:00:34,800 work in a Chocolate Factory. So you know, we have this 15 00:00:34,800 --> 00:00:37,000 question in our interview as well, like do you like 16 00:00:37,000 --> 00:00:39,480 chocolate? And because if you don't, really 17 00:00:39,480 --> 00:00:48,600 not going to like. Hello and welcome to another 18 00:00:48,600 --> 00:00:50,680 episode, The Winning was Shopify podcast. 19 00:00:50,680 --> 00:00:52,960 We released 52 episodes a year. So if you've never heard of us, 20 00:00:53,160 --> 00:00:55,160 where have you been? I was just reminiscing with my 21 00:00:55,160 --> 00:00:57,080 guests who will introduce in a moment that I've been running 22 00:00:57,080 --> 00:00:59,320 this podcast for over 5 years. I completely missed our 23 00:00:59,320 --> 00:01:02,080 anniversary last month. If you've been us on that 24 00:01:02,080 --> 00:01:05,319 journey for the entire time and I've never heard from you, I'm 25 00:01:05,319 --> 00:01:07,040 very, very upset. Please send me an e-mail. 26 00:01:07,240 --> 00:01:10,400 I want to hear who you are, what business you work for or run, 27 00:01:10,760 --> 00:01:12,800 what's your favorite episode, how long you've been engaged 28 00:01:12,800 --> 00:01:14,680 for, And thank you so much for being part of that journey. 29 00:01:14,840 --> 00:01:17,000 So first time you're hearing from us, please do subscribe, 30 00:01:17,200 --> 00:01:19,280 leave us a review and if you haven't already, go and follow 31 00:01:19,280 --> 00:01:20,360 us on some of the social channels. 32 00:01:20,560 --> 00:01:22,880 I've been posting quite a lot of various conferences and other 33 00:01:22,880 --> 00:01:25,040 bits and pieces we've been to and it's LED to some really cool 34 00:01:25,040 --> 00:01:28,320 conversations on DM as well. It's also LED some free coffee 35 00:01:28,320 --> 00:01:30,480 and some other bits that have just arrived at my office. 36 00:01:30,480 --> 00:01:32,840 So thank you so much to some of our listeners for being so 37 00:01:32,840 --> 00:01:34,680 generous. I did ask one of our listeners 38 00:01:34,680 --> 00:01:37,160 that sells solid gold Rolexes if they want to send me a gift and 39 00:01:37,160 --> 00:01:39,040 they said no, which is absolutely fine. 40 00:01:39,040 --> 00:01:40,880 I appreciate there is a line with all of these things. 41 00:01:41,240 --> 00:01:43,600 If you haven't already, please go and check out the growth hub. 42 00:01:43,800 --> 00:01:47,640 So go to wwspodcast.com and then click on Growth Hub. 43 00:01:47,640 --> 00:01:51,440 Growth Hub is our free community for all of you guys as Shopify 44 00:01:51,440 --> 00:01:52,840 brands. If you're a tech company, an 45 00:01:52,840 --> 00:01:54,280 agency, you're not allowed in that group. 46 00:01:54,480 --> 00:01:56,880 It's for brands only. We run lots of little round 47 00:01:56,880 --> 00:01:58,280 tables. There's lots of conversation in 48 00:01:58,280 --> 00:02:00,200 that group as well. And a lot of the guests we have 49 00:02:00,200 --> 00:02:03,080 on the show, we add those guys into the Growth Hub as well. 50 00:02:03,080 --> 00:02:04,440 So definitely go and check that out. 51 00:02:04,440 --> 00:02:06,200 And if you're in London in September, come and check out 52 00:02:06,200 --> 00:02:08,479 our meet up at Molly and we might have another sponsor 53 00:02:08,479 --> 00:02:10,240 getting involved as well and some really cool speakers that 54 00:02:10,240 --> 00:02:12,640 I'm going to be announcing soon. You know, without further ado, 55 00:02:12,640 --> 00:02:14,520 I'm delighted to introduce a very special guest from an 56 00:02:14,520 --> 00:02:16,960 amazing business with quite a cool and quite different and 57 00:02:16,960 --> 00:02:19,880 unique story. This is Carol from Dandelion 58 00:02:19,880 --> 00:02:21,200 Chocolate. Carol, welcome to the show. 59 00:02:21,400 --> 00:02:24,480 How are you? Oh, I'm doing quite well. 60 00:02:24,600 --> 00:02:28,240 It's, you know, finally a really sunny day in San Francisco. 61 00:02:28,560 --> 00:02:32,120 So I feel like for the last few weeks it was just we were living 62 00:02:32,120 --> 00:02:34,200 in a completely different country compared to rest of 63 00:02:34,200 --> 00:02:36,840 America. But it's finally the summer has 64 00:02:36,840 --> 00:02:38,920 hit and it's a sunny day, so doing quite well. 65 00:02:39,680 --> 00:02:42,920 As someone from the UK, I'm fully used to all seasons, all 66 00:02:42,920 --> 00:02:44,400 days. It's right now in the UK, it's 67 00:02:44,400 --> 00:02:48,440 about 3°C at night and it's about 32°C in the day. 68 00:02:48,680 --> 00:02:50,600 And that's in the South where it's supposed to be warm. 69 00:02:50,600 --> 00:02:53,920 So it's lovely and cool at night and stupidly hot during the day. 70 00:02:53,960 --> 00:02:56,560 But it's great to have you on the show and lovely to hear 71 00:02:56,560 --> 00:02:58,560 you're in San Francisco as well. I absolutely love San Francisco, 72 00:02:58,560 --> 00:03:00,320 I've been there a couple of times in the last year. 73 00:03:00,440 --> 00:03:03,400 But before we dive in, anyone's going at Dandelion Chocolate? 74 00:03:03,400 --> 00:03:05,520 Sounds nice. Is it dandelion flavoured? 75 00:03:05,520 --> 00:03:08,200 Doesn't sound so nice. Tell us a little bit about the 76 00:03:08,200 --> 00:03:09,600 business. But most importantly, I want to 77 00:03:09,680 --> 00:03:11,880 I'm going to hear a little bit first about your background and 78 00:03:11,880 --> 00:03:14,560 how you actually got involved in the business in the first place. 79 00:03:15,280 --> 00:03:17,440 Yes. So, so you know, I leave the 80 00:03:17,440 --> 00:03:20,680 online business for Dandelion Chocolate and then prior to this 81 00:03:20,680 --> 00:03:23,160 I was leaving product teams at Google and Twitter. 82 00:03:23,560 --> 00:03:27,200 So after leaving Twitter 2.0 I was really kind of thinking 83 00:03:27,200 --> 00:03:29,520 through, you know, what I want to do next. 84 00:03:29,840 --> 00:03:34,000 So I've been always a big foodie and should have really fell in 85 00:03:34,000 --> 00:03:37,680 love with chocolate, had done a lot of research in this space, 86 00:03:37,680 --> 00:03:39,800 like kind of really learning through how chocolate comes 87 00:03:39,800 --> 00:03:42,200 about, especially craft chocolate. 88 00:03:42,200 --> 00:03:47,080 So this is bean to bar and was kind of looking for areas or 89 00:03:47,080 --> 00:03:50,800 like, you know, places to invest in because for me, I really felt 90 00:03:50,800 --> 00:03:54,160 that this could be very similar to like the third wave coffee 91 00:03:54,160 --> 00:03:57,240 movement. So that's How I Met the folks at 92 00:03:57,240 --> 00:04:00,680 Dandelion Chocolate had been their long time consumer of 93 00:04:00,680 --> 00:04:04,360 their product. So you know I met them, really 94 00:04:04,360 --> 00:04:08,360 got along well, decided to spend some time with the team and 95 00:04:08,360 --> 00:04:10,360 learn about the industry and how things are done. 96 00:04:10,680 --> 00:04:13,520 And those three months of experiment now turn into me 97 00:04:13,520 --> 00:04:16,920 being here for almost 2 years. Amazing, amazing. 98 00:04:17,160 --> 00:04:18,640 I love the fact that you've always gone from like big 99 00:04:18,640 --> 00:04:21,519 corporate worlds into like I'm really passionate about this and 100 00:04:21,519 --> 00:04:24,520 now I found somewhere to apply my corporate skills in a less 101 00:04:24,520 --> 00:04:27,120 corporate environment. But I mean, you guys must have 102 00:04:27,120 --> 00:04:30,280 the most incredible canteen. Like please tell me you have 103 00:04:30,280 --> 00:04:33,520 lots of tasting sessions, lots of chocolate in the canteen and 104 00:04:33,840 --> 00:04:35,920 and the team obviously trying the product because if a 105 00:04:35,920 --> 00:04:38,240 customer phones and you say, well, I've not tried it kind of 106 00:04:38,240 --> 00:04:40,200 loses its loses its thing, doesn't it? 107 00:04:40,680 --> 00:04:44,160 So one of my favorite parts of the job is that, you know, I 108 00:04:44,160 --> 00:04:46,600 have we have these amazing, amazing using team of 109 00:04:46,600 --> 00:04:48,560 craftspeople. So like the person who leads 110 00:04:48,560 --> 00:04:51,880 that experiences was an ex pastry chef at French Laundry, 111 00:04:52,760 --> 00:04:54,800 the executive chef who does the pastries. 112 00:04:54,800 --> 00:04:57,720 And then then there is another person in, you know, the 113 00:04:57,960 --> 00:05:00,680 confections team Nick. So my favorite part of the job 114 00:05:00,680 --> 00:05:03,080 is then Lisa, who is our executive pastry chef. 115 00:05:03,080 --> 00:05:05,800 She would send me a ping and say that, hey, I have this treat for 116 00:05:05,800 --> 00:05:09,000 you if you want to try it out. And trust me, no matter how hard 117 00:05:09,000 --> 00:05:11,480 my day has been, that just makes it up for everything. 118 00:05:12,400 --> 00:05:14,560 Oh, amazing, amazing. We've, we've got, we've actually 119 00:05:14,560 --> 00:05:17,160 got someone in our PPC team in my agency just behind this wall 120 00:05:17,160 --> 00:05:20,520 who used to be a pastry chef. The funny thing is he brings in 121 00:05:20,520 --> 00:05:22,640 the lowest volume of baked goods. 122 00:05:22,960 --> 00:05:25,440 And we have someone else in our SEO team, Emily, who if she's 123 00:05:25,440 --> 00:05:27,760 got a face to face client meeting, she always bakes. 124 00:05:28,080 --> 00:05:30,560 And sometimes she was like, Nick, you didn't need to be in 125 00:05:30,560 --> 00:05:32,520 that meeting. I was like, I did, I needed to 126 00:05:32,520 --> 00:05:34,960 do this three hour drive to a client to get some of these 127 00:05:34,960 --> 00:05:36,160 cookies. These are amazing. 128 00:05:36,480 --> 00:05:38,520 And so we've been having a bit of a Bake Off, which is 129 00:05:38,520 --> 00:05:41,320 obviously a very love, well loved global British show, 130 00:05:41,320 --> 00:05:43,720 having a bit of a Bake Off in the spec office, which is always 131 00:05:43,720 --> 00:06:31,280 good fun. Enjoy, but let's get down some 132 00:06:31,280 --> 00:06:33,440 of the nitty gritty then. So you guys are fun business, 133 00:06:33,440 --> 00:06:35,880 amazing product. You are obviously very 134 00:06:35,880 --> 00:06:37,480 passionate about it. I'm sure the rest of the team 135 00:06:37,480 --> 00:06:39,600 are as well. But let's talk about marketing. 136 00:06:39,600 --> 00:06:42,200 Like you can have all this fun passion and all this amazing 137 00:06:42,200 --> 00:06:44,160 energy, but you've got to achieve something at the end of 138 00:06:44,160 --> 00:06:45,320 that. The business got to make profit 139 00:06:45,320 --> 00:06:46,840 and things are going to be growing, moving in the right 140 00:06:46,840 --> 00:06:48,480 direction. So talk about some of your 141 00:06:48,480 --> 00:06:50,920 marketing strategies that have been most effective for driving 142 00:06:50,920 --> 00:06:53,840 traffic and and most importantly, new customers from 143 00:06:53,840 --> 00:06:57,160 the chocolate lovers world. So let me just give you like a 144 00:06:57,280 --> 00:06:59,840 bit of a brief background on downline chocolate before I kind 145 00:06:59,840 --> 00:07:03,040 of really jump into the market because you know, that's what 146 00:07:03,040 --> 00:07:07,480 really sets us sort of apart and different from a lot of other 147 00:07:08,000 --> 00:07:09,680 e-commerce brands if you think about it. 148 00:07:10,440 --> 00:07:12,840 So you know, in downline chocolate, we're essentially 149 00:07:12,840 --> 00:07:15,600 bean to bar chocolate maker. Now what that means is that we 150 00:07:15,600 --> 00:07:18,040 work with farmers from around the world to really source the 151 00:07:18,040 --> 00:07:21,720 highest quality beans and then make the final product all in 152 00:07:21,720 --> 00:07:25,480 our factories in San Francisco. So it's it's kind of really 153 00:07:25,480 --> 00:07:28,120 creating a new category. So, you know, Kraft chocolate 154 00:07:28,120 --> 00:07:32,440 existed in the form of really small local place before this, 155 00:07:32,680 --> 00:07:36,400 but not really operating at this scale and most of the other 156 00:07:36,400 --> 00:07:38,960 industrial chocolate. So if you think about, you know, 157 00:07:39,320 --> 00:07:42,120 any of the big brands, they don't really care about the 158 00:07:42,120 --> 00:07:45,120 quality of the beans for them. It's like they're over roasted 159 00:07:45,120 --> 00:07:48,040 because they need consistency and for something to be called a 160 00:07:48,040 --> 00:07:49,960 chocolate. I believe some of them have even 161 00:07:49,960 --> 00:07:55,480 less than 15% of actual cocoa. For us, we kind of really see it 162 00:07:55,480 --> 00:07:58,680 just as responsibility. It's like, yes, it's operating a 163 00:07:58,680 --> 00:08:01,680 business, but a big part of the goal is also to just educate the 164 00:08:01,680 --> 00:08:04,640 broader world about what real chocolate is, how they can 165 00:08:04,640 --> 00:08:07,200 really, you know, taste the distinct flavors of different 166 00:08:07,200 --> 00:08:09,240 origins. So same way as like coffee or 167 00:08:09,240 --> 00:08:13,200 wine, depending on the terroir, the, the roasting practices, it 168 00:08:13,200 --> 00:08:16,240 can taste very different. So like that's been like one 169 00:08:16,240 --> 00:08:18,720 major goal. And then the second thing that 170 00:08:18,720 --> 00:08:21,480 we are really aspiring for is that we really want to be this 171 00:08:21,480 --> 00:08:25,160 first brand for America that is truly known for its craft and 172 00:08:25,160 --> 00:08:26,920 quality. So like if you think about 173 00:08:26,920 --> 00:08:30,600 American companies, you know, we are known for technology, 174 00:08:30,600 --> 00:08:33,720 innovation, scale, but not so much was craft. 175 00:08:33,880 --> 00:08:36,600 So a big focus of the team has been around like how do we 176 00:08:36,600 --> 00:08:39,200 really build and scale a brand that's truly known for its 177 00:08:39,200 --> 00:08:41,520 craft. So now when you even think about 178 00:08:41,520 --> 00:08:44,840 like our marketing strategies, it's actually sometimes it's 179 00:08:44,840 --> 00:08:49,040 kind of very different. So a big focus for us has been 180 00:08:49,040 --> 00:08:52,720 really building, you know, like outside of having an amazing 181 00:08:52,720 --> 00:08:55,800 product is just the education piece that is actually LED into 182 00:08:55,800 --> 00:08:59,800 self into marketing. So even when it comes to our 183 00:09:00,080 --> 00:09:02,880 newsletters where, you know, we've worked with a few 184 00:09:03,040 --> 00:09:07,160 consultants here and there, they would come and see our stats and 185 00:09:07,160 --> 00:09:09,760 they would just be shocked. Like we have some of the longest 186 00:09:09,760 --> 00:09:12,760 newsletters in the industry where it's like 5 to 6 pages. 187 00:09:13,120 --> 00:09:16,480 Like it's really going deep into the process and but people love 188 00:09:16,480 --> 00:09:19,480 that content We have like, you know, we are in all stats is 189 00:09:19,480 --> 00:09:22,080 like in the top 95 percentile of engagement. 190 00:09:23,480 --> 00:09:26,200 So it's really been about like outside of having just the best 191 00:09:26,200 --> 00:09:29,520 product, the education piece and making people understand that 192 00:09:29,520 --> 00:09:31,880 has been a big part. Amazing. 193 00:09:33,560 --> 00:09:36,240 Yeah, Sorry, just just to jump in on that and I there's, 194 00:09:36,280 --> 00:09:37,800 there's like 20 things I want to pull out. 195 00:09:37,800 --> 00:09:40,280 I won't pull out all 20 because we haven't got 20 hours to go 196 00:09:40,280 --> 00:09:42,720 into all of them. But I, I just in terms of your 197 00:09:42,720 --> 00:09:46,480 branding, for a start, I've had a quick glance at the website 198 00:09:46,480 --> 00:09:48,600 and I say to all my guests, I try not to look at too much. 199 00:09:48,600 --> 00:09:51,320 So I'm kind of hearing and reacting fresh to it while we're 200 00:09:51,320 --> 00:09:53,920 recording. But some of the things you've 201 00:09:53,920 --> 00:09:55,680 mentioned, you mentioned obviously about your brand 202 00:09:55,680 --> 00:09:58,680 positioning and educating people and some of the phrases you've 203 00:09:58,680 --> 00:10:01,400 used several times, which I've never heard in relation to 204 00:10:01,400 --> 00:10:04,280 chocolate, which is why I think your brand is really strong is 205 00:10:04,280 --> 00:10:06,520 bean to bar. I've never I've heard bean to 206 00:10:06,520 --> 00:10:09,600 cup, but bean to cup to me is a coffee machine that you put 207 00:10:09,600 --> 00:10:11,280 beans in the top and coffee comes at the bottom. 208 00:10:11,800 --> 00:10:13,720 But being to bars got like a hang on a minute. 209 00:10:13,720 --> 00:10:15,760 That's like a well known phrase that's slightly different. 210 00:10:15,760 --> 00:10:18,200 That's really smart marketing to take something that's familiar 211 00:10:18,200 --> 00:10:20,200 but make it different. And then the fact that you talk 212 00:10:20,200 --> 00:10:23,160 about crafting chocolate so much as well where like, you know, 213 00:10:23,160 --> 00:10:26,120 Nestle and Mars, like these guys do not talk about crafting 214 00:10:26,120 --> 00:10:28,240 chocolate. I mean you I never knew that 215 00:10:28,240 --> 00:10:31,200 they burn their cocoa beans like you've just said, but it makes 216 00:10:31,200 --> 00:10:33,160 sense now. I've heard that I can't unhear 217 00:10:33,160 --> 00:10:34,760 that. And I'm thinking actually all 218 00:10:34,760 --> 00:10:37,160 the chocolate bars we have in the office have a big tuck shop 219 00:10:37,160 --> 00:10:39,000 for everyone. I feel like I've missed the 220 00:10:39,000 --> 00:10:40,400 trick. I need to change the tuck shop 221 00:10:40,400 --> 00:10:43,480 again because we've got lots of like, you know, Mars bars and 222 00:10:43,480 --> 00:10:45,640 stuff in there. But you guys must have spent so 223 00:10:45,640 --> 00:10:47,320 much time on that brand positioning. 224 00:10:47,560 --> 00:10:50,200 The fact that you're part of the team, although this isn't like a 225 00:10:50,200 --> 00:10:52,800 marketing exercise, you know, this isn't an advert 226 00:10:53,160 --> 00:10:55,680 necessarily, but you're, you're part of the team and you're 227 00:10:55,680 --> 00:10:57,640 using all the same language I would probably expect to see on 228 00:10:57,640 --> 00:10:59,000 the website and hear from the rest of the team. 229 00:10:59,320 --> 00:11:00,680 That's a strong brand position, isn't it? 230 00:11:01,160 --> 00:11:02,640 Yeah, yeah. So, you know, since you 231 00:11:02,640 --> 00:11:05,240 mentioned like you've heard bean to cup, it's kind of very 232 00:11:05,240 --> 00:11:08,160 similar because essentially what bean to cup and everything 233 00:11:08,160 --> 00:11:11,640 started as well was like, hey, can we work with farmers around 234 00:11:11,640 --> 00:11:14,200 who are producing this to really hone in on the quality of the 235 00:11:14,200 --> 00:11:15,480 beans? Like that's how it started in 236 00:11:15,480 --> 00:11:19,080 the coffee world. It's very much similar in like 237 00:11:19,080 --> 00:11:22,080 the Kraft chocolate world as well, because the entire idea is 238 00:11:22,080 --> 00:11:24,840 that, you know, you have all these producers from around the 239 00:11:24,840 --> 00:11:27,560 world and then you kind of source these really create 240 00:11:27,560 --> 00:11:29,720 qualities. So we want the customers to be 241 00:11:29,720 --> 00:11:32,880 able to taste the terroir. So the reason I mentioned about, 242 00:11:33,720 --> 00:11:36,400 you know, like when I was saying bean to bar, the biggest thing 243 00:11:36,400 --> 00:11:39,160 is so if you look at our website and you go to the bar section, 244 00:11:39,640 --> 00:11:43,680 it's if it says 70%, it basically literally means that 245 00:11:43,680 --> 00:11:47,600 it's 70% of the beans and weight and 30% of the beans and sugar. 246 00:11:48,080 --> 00:11:51,120 And now if you pick one bar from the other, it can taste very 247 00:11:51,120 --> 00:11:53,240 different. Like when I have people come to 248 00:11:53,240 --> 00:11:55,840 an Adeline, like my friends would come in and then we have 249 00:11:55,840 --> 00:11:59,120 this entire tasting, they would try these bars and they'd be 250 00:11:59,120 --> 00:12:01,720 like, oh wow, this tastes so different from each other even 251 00:12:01,720 --> 00:12:03,600 though it's the exact same two ingredients. 252 00:12:04,280 --> 00:12:05,880 Yeah, which I think is really, really strong. 253 00:12:05,880 --> 00:12:07,960 And you mentioned about your e-mail newsletter though, so 254 00:12:08,000 --> 00:12:11,040 like even that again, like, like all the information you've just 255 00:12:11,040 --> 00:12:13,360 given me is, is all enlightening as someone who's been eating 256 00:12:13,360 --> 00:12:15,120 chocolate since they were probably about three years old. 257 00:12:15,480 --> 00:12:17,920 And although my mum would say I was more like 10, but I'm sure I 258 00:12:17,920 --> 00:12:19,360 was having chocolate before that. 259 00:12:19,440 --> 00:12:22,120 But it's, it's just educating people on something that's so 260 00:12:22,120 --> 00:12:23,280 normal. But then it becomes so 261 00:12:23,280 --> 00:12:25,480 different. And I've seen it be such an 262 00:12:25,480 --> 00:12:27,200 effective marketing strategy. And then what you say about 263 00:12:27,200 --> 00:12:29,600 e-mail, these huge long emails that people are reading, it's 264 00:12:29,600 --> 00:12:31,760 clearly working, isn't it? Yeah, yeah. 265 00:12:31,760 --> 00:12:33,640 I mean definitely it's working. And you know, since you were 266 00:12:33,640 --> 00:12:37,680 talking, I would say like even when it comes to Mars, Nestle, 267 00:12:37,720 --> 00:12:40,720 like all these brands, I do generally believe that there is 268 00:12:40,720 --> 00:12:43,320 like a place for everything. Like I just call them candies 269 00:12:43,320 --> 00:12:47,160 and not chocolate in my head. And if you think about it, so 270 00:12:47,160 --> 00:12:49,200 yes, there's definitely a place for everything. 271 00:12:49,240 --> 00:12:52,600 But you just like for us, it's like, hey, there is these 272 00:12:52,600 --> 00:12:54,760 companies that exist and you know, like Kraft chocolate today 273 00:12:54,760 --> 00:12:57,680 is a minuscule percentage if you look at like the overall 274 00:12:57,880 --> 00:12:59,800 chocolate as Academy is called today. 275 00:13:00,680 --> 00:13:03,520 But there is definitely a place and no, you know, way for us to 276 00:13:03,520 --> 00:13:05,160 grow. So like, if you educate people, 277 00:13:05,160 --> 00:13:08,160 you can get more people into it. So like, even since you were 278 00:13:08,160 --> 00:13:11,120 mentioning about the content, it's, it's definitely been 279 00:13:11,120 --> 00:13:12,880 working. And we are trying to think of 280 00:13:12,920 --> 00:13:16,840 like now more ways on how to expand it, because a big part of 281 00:13:16,840 --> 00:13:19,200 our positioning has been that we had these stores. 282 00:13:19,400 --> 00:13:22,720 So you know, like you could come into the stores, see the entire 283 00:13:22,720 --> 00:13:24,840 product being made. So like one of Todd who is our 284 00:13:24,840 --> 00:13:28,520 founder, like I the thing that I already connected with him on is 285 00:13:28,520 --> 00:13:30,440 that how just he thought about the entire experience, 286 00:13:30,520 --> 00:13:33,280 experience for walking to a factory. 287 00:13:33,360 --> 00:13:35,160 You see the cocoa beans being roasted. 288 00:13:35,160 --> 00:13:38,240 That aroma is just like, it just kind of, you know, takes you 289 00:13:38,240 --> 00:13:41,200 back to being at home and like your mom making hot chocolate or 290 00:13:41,200 --> 00:13:45,320 like just this. And you see the entire process. 291 00:13:45,320 --> 00:13:48,080 You just develop a different level of association and then 292 00:13:48,080 --> 00:13:50,320 you tell your friends and then how you convert online. 293 00:13:50,640 --> 00:13:53,440 But now our challenge is how do you tell the story when the 294 00:13:53,440 --> 00:13:56,480 growth is happening online and for people who've never visited 295 00:13:56,480 --> 00:14:00,400 the factory? So New Lesters have in some way 296 00:14:00,400 --> 00:14:02,880 been a way for us to kind of build that relationship. 297 00:14:03,080 --> 00:14:05,560 So like when people come in, they kind of understand the 298 00:14:05,560 --> 00:14:07,640 whole story. And then, you know, in the 299 00:14:07,640 --> 00:14:10,040 future, they are actually also build relationship with the 300 00:14:10,040 --> 00:14:12,640 craft people. So for a lot of Dandelion 301 00:14:12,640 --> 00:14:15,760 customers, they would guess, they would know that Lisa is our 302 00:14:15,760 --> 00:14:18,000 executive chef. Nick is the person who runs all 303 00:14:18,000 --> 00:14:20,840 these, you know, the confections department that makes all these 304 00:14:20,840 --> 00:14:24,520 confections and truffles. And there's Stephen who runs 305 00:14:24,520 --> 00:14:26,360 experiences. So it's like really building 306 00:14:26,360 --> 00:14:28,880 that connection with people who are behind the business. 307 00:14:28,880 --> 00:14:31,080 So it just doesn't feel like a faceless product. 308 00:14:32,040 --> 00:14:34,440 I mean, I think it's brilliant. There's a rule we always have in 309 00:14:34,440 --> 00:14:36,200 B2B sales, which is people by people. 310 00:14:36,200 --> 00:14:38,440 So have a name on it, have a face on it. 311 00:14:38,440 --> 00:14:40,880 And people go, oh, I'm, I'm buying so and so's, whatever. 312 00:14:40,880 --> 00:14:42,600 But even if there's like a whole team of people doing stuff 313 00:14:42,600 --> 00:14:45,680 underneath them, it's like their face becomes the thing. 314 00:14:46,040 --> 00:14:48,840 And we, we used to work completely different worlds to 315 00:14:48,840 --> 00:14:51,880 your world, but we used to work with a company based in Wales 316 00:14:51,880 --> 00:14:53,640 who would make commemorative coins. 317 00:14:53,640 --> 00:14:56,120 So it'd be made of real silver. It'd be like it'd be the Queen's 318 00:14:56,120 --> 00:14:58,600 Birthday here in the UK and everyone celebrate the, they'd 319 00:14:58,600 --> 00:15:00,800 really say real silver coin for that birthday. 320 00:15:00,800 --> 00:15:03,080 And I can't remember the guy's name, but they, they started a 321 00:15:03,080 --> 00:15:04,920 blog basically. And it was like alliteration. 322 00:15:04,920 --> 00:15:08,640 So it was like, I think it was like Martin's minutes or 323 00:15:08,640 --> 00:15:10,520 something like that. And it was his blog. 324 00:15:10,520 --> 00:15:12,000 And this guy was just a coin expert. 325 00:15:12,000 --> 00:15:13,520 He was actually one of their customers. 326 00:15:13,520 --> 00:15:15,360 And he always used to e-mail them saying this coin is 327 00:15:15,360 --> 00:15:17,880 fascinating because of this and the material and the design on 328 00:15:17,880 --> 00:15:19,160 it. And it fits really well with 329 00:15:19,160 --> 00:15:20,240 this. He actually reminds me of this 330 00:15:20,240 --> 00:15:22,200 kind of coin. And after a while of like, 331 00:15:22,280 --> 00:15:25,000 replying to him going, great, glad you loved your coin from 332 00:15:25,000 --> 00:15:26,120 someone in the customer service team. 333 00:15:26,320 --> 00:15:28,440 One of the marketing guys heard about this and said, well, we 334 00:15:28,440 --> 00:15:30,640 need to get him on the website. So he said to him every month, 335 00:15:30,880 --> 00:15:33,240 could you write A blog post about what coins are being 336 00:15:33,240 --> 00:15:35,160 released, about any coins found in? 337 00:15:35,280 --> 00:15:37,360 Because yeah, I'm always keeping up to date with all of this 338 00:15:37,360 --> 00:15:38,840 stuff. I'm a massive collector, you 339 00:15:38,840 --> 00:15:40,600 know, great. We'll just write us an article 340 00:15:40,600 --> 00:15:42,200 and send it over. And the articles were enormous. 341 00:15:42,200 --> 00:15:43,360 And at first of all, oh, no, they're too big. 342 00:15:43,600 --> 00:15:46,360 They started using them. But his face like became the 343 00:15:46,360 --> 00:15:49,520 front of like, if he says this is a really cool, like limited 344 00:15:49,520 --> 00:15:52,120 edition print, you know, silver coin, I'll buy it. 345 00:15:52,120 --> 00:15:54,240 And there's a whole following built around him, but through 346 00:15:54,240 --> 00:15:56,200 the brand, it was just really, really powerful. 347 00:15:56,200 --> 00:15:58,480 And so I think the same way you've got Lisa and Nick doing 348 00:15:58,480 --> 00:15:59,960 the doing that, that kind of job. 349 00:16:00,320 --> 00:16:02,560 And I think it's fascinating. But you obviously mentioned the 350 00:16:02,560 --> 00:16:04,880 store and I've got it in my notes that there's been a 351 00:16:04,880 --> 00:16:08,520 transition now to from being an offline store based company 1st 352 00:16:08,560 --> 00:16:12,560 to being an online company 1st. That's a completely different 353 00:16:12,560 --> 00:16:14,800 world. Like talk me through how is that 354 00:16:14,800 --> 00:16:16,560 gone? What changes have been made? 355 00:16:16,560 --> 00:16:19,480 Like, how differently does the team have to now think about 356 00:16:19,480 --> 00:16:23,440 online first versus offline? So this is so this, so the 357 00:16:23,440 --> 00:16:25,800 transition kind of started before I joined. 358 00:16:25,800 --> 00:16:28,040 And then obviously once I joined, like that was a, you 359 00:16:28,120 --> 00:16:30,240 know, online as a part of the business that I'm completely 360 00:16:30,240 --> 00:16:33,280 leaving. But it really all started during 361 00:16:33,280 --> 00:16:36,320 the pandemic because that was a big sort of turn. 362 00:16:36,760 --> 00:16:39,600 You know, we didn't really have a lot of online sales before 363 00:16:39,600 --> 00:16:42,000 that because like I mentioned, for us, a big part of the 364 00:16:42,000 --> 00:16:44,720 experience is that we wanted people to come into this store, 365 00:16:44,880 --> 00:16:47,160 smell the Coke is being roasted and tasted. 366 00:16:48,480 --> 00:16:51,880 And then once the pandemic hit, all the stores closed down and 367 00:16:51,880 --> 00:16:57,360 we really overnight lost all of our revenue and the entire 368 00:16:57,360 --> 00:17:01,080 company basically had to turn into an online web development 369 00:17:01,080 --> 00:17:02,760 team. So like even our HR person 370 00:17:02,760 --> 00:17:05,599 learned how to code and like build a website so. 371 00:17:06,119 --> 00:17:08,200 Yeah. So the company really kind of 372 00:17:08,200 --> 00:17:10,560 transitioned like, you know, during that period. 373 00:17:10,839 --> 00:17:14,040 And then I think one of the key bets that the team took was that 374 00:17:14,040 --> 00:17:17,640 that entire summer they decided they're only going to spend and 375 00:17:17,640 --> 00:17:20,599 on producing chocolate. So like they've truffles bars 376 00:17:20,599 --> 00:17:22,160 and like it was a very small team. 377 00:17:22,480 --> 00:17:25,040 So there was a team that was tasked with building like our 378 00:17:25,040 --> 00:17:27,920 online sort of presence. And then there is a team that 379 00:17:27,920 --> 00:17:29,640 was tossed was like just on production. 380 00:17:30,080 --> 00:17:33,520 And I think during December, when the holiday season hit, 381 00:17:33,600 --> 00:17:36,080 within three weeks, the entire product was sold out. 382 00:17:37,240 --> 00:17:39,200 That's what, like, brilliant. Catapulted. 383 00:17:39,320 --> 00:17:40,400 Yeah. Yeah, yeah. 384 00:17:40,400 --> 00:17:43,240 I mean, well, well done. I mean a lot of businesses 385 00:17:43,240 --> 00:17:47,120 closed down, especially physical like experience based companies, 386 00:17:47,680 --> 00:17:51,120 shops closed down because of the panda or just acquired such 387 00:17:51,120 --> 00:17:53,880 massive debts. Our partners at Saguna have 388 00:17:53,880 --> 00:17:57,120 released a brand new app for Shopify and it's called Shopify 389 00:17:57,120 --> 00:17:59,840 Connect 4 Canva. You can essentially look at all 390 00:17:59,840 --> 00:18:02,880 of your product images from Shopify directly in Canva and 391 00:18:02,880 --> 00:18:06,160 export them straight back. This can save you a lot of time. 392 00:18:06,160 --> 00:18:08,480 If you want to find out a bit more about this or go and find 393 00:18:08,480 --> 00:18:12,080 the app yourself, you can go to saguna.com/canva. 394 00:18:12,400 --> 00:18:14,320 Enjoy. And it's like, it's not, it was 395 00:18:14,320 --> 00:18:15,760 no one's fault. Well, not that we know of. 396 00:18:15,760 --> 00:18:17,840 Let's not go into conspiracies today, but we're going to assume 397 00:18:17,840 --> 00:18:20,320 it's no one's fault. It happened and there's nothing 398 00:18:20,320 --> 00:18:21,640 we, there's nothing we can do to change it. 399 00:18:21,640 --> 00:18:23,760 But actually the way we respond to it is something we can do. 400 00:18:23,760 --> 00:18:25,800 That's exactly what you guys have done. 401 00:18:26,280 --> 00:18:29,000 And I find it amazing that like even your HR team, we're 402 00:18:29,000 --> 00:18:31,960 learning to code and stuff like see you guys must have such a 403 00:18:31,960 --> 00:18:34,520 close knit team that it is clearly a good coach there of 404 00:18:34,520 --> 00:18:36,280 just right. Everyone, this has happened. 405 00:18:36,520 --> 00:18:37,680 How are we going to counter this? 406 00:18:37,680 --> 00:18:40,520 And everyone just wants to bring their bit, do their bit support 407 00:18:40,520 --> 00:18:43,080 and keep it running. And I know it's not one of our 408 00:18:43,080 --> 00:18:44,120 questions. We're supposed to talk about 409 00:18:44,120 --> 00:18:46,440 marketing today, but can we just go on a quick tangent like how 410 00:18:46,440 --> 00:18:50,600 do you build a high performance culture kind of focused team 411 00:18:50,600 --> 00:18:53,720 like that where people want to go over and above so much? 412 00:18:54,120 --> 00:18:55,600 Yeah. So I would say, you know, we 413 00:18:55,600 --> 00:18:57,960 have this question in our interview as well, like do you 414 00:18:57,960 --> 00:19:00,040 like chocolate? And because if you don't, really 415 00:19:00,880 --> 00:19:02,320 not going to like, don't come here. 416 00:19:03,840 --> 00:19:06,440 Which feels obvious, but it's good to ask, isn't it? 417 00:19:06,600 --> 00:19:09,120 Yeah, it is because it's like if you're not into chocolate, 418 00:19:09,200 --> 00:19:11,240 you're really not going to enjoy it, right? 419 00:19:11,240 --> 00:19:13,720 Because a lot of the passion for all of us that are kind of 420 00:19:13,720 --> 00:19:16,680 working here, I think it's it's including our founder. 421 00:19:16,680 --> 00:19:19,960 Like for him, it really started with just being in love with 422 00:19:19,960 --> 00:19:21,840 chocolate. Like he actually tried to grow a 423 00:19:21,840 --> 00:19:25,600 cacao tree in his backyard. Like that kind of initial story. 424 00:19:25,600 --> 00:19:28,000 And then, you know, we are a few years later. 425 00:19:28,400 --> 00:19:31,280 So you know, since you mentioned about like the high performing 426 00:19:31,280 --> 00:19:35,000 culture, I think the number one thing for any sort of company 427 00:19:35,000 --> 00:19:37,560 that I've worked at is just being extremely mission driven. 428 00:19:37,880 --> 00:19:42,480 Like even though it's an overused term, I still, I still 429 00:19:42,480 --> 00:19:45,520 strongly feel like if you have a team that's really aligned 430 00:19:45,520 --> 00:19:47,920 towards like what is it that we are trying to accomplish? 431 00:19:48,160 --> 00:19:52,040 That's really, and you know, with all the people like you, 432 00:19:52,400 --> 00:19:55,200 the other the other fascinating thing that's really worked out 433 00:19:55,200 --> 00:19:59,000 for us is that even as we've grown, some of our best hires 434 00:19:59,000 --> 00:20:00,760 have come through from our community. 435 00:20:00,760 --> 00:20:04,080 So, you know, we put it out in our newsletter when we were 436 00:20:04,080 --> 00:20:06,840 looking for technical people and we just stand out that are there 437 00:20:06,840 --> 00:20:09,720 Chef Foiler chocolate lovers who would be interested in kind of 438 00:20:09,720 --> 00:20:12,720 joining the team And we got like, you know, these two 439 00:20:12,720 --> 00:20:15,200 amazing like early engineers from Stripe. 440 00:20:16,320 --> 00:20:19,840 Who came in and were like, hey, you know, we're kind of have 441 00:20:19,840 --> 00:20:22,440 been a big fan of Dandelion for a while. 442 00:20:22,440 --> 00:20:24,200 Would be interested to kind of explore it. 443 00:20:24,200 --> 00:20:26,080 So you just really get. Yeah. 444 00:20:26,440 --> 00:20:31,560 People get a my friends often joke that I'm kind of living the 445 00:20:31,560 --> 00:20:35,520 kids dream that nobody ever, when they're young, thinks of 446 00:20:35,520 --> 00:20:39,080 that. I want to be APM in Big Tech but 447 00:20:39,320 --> 00:20:42,040 everybody does think I want to work in a Chocolate Factory. 448 00:20:43,840 --> 00:20:46,400 So for me, I'm definitely living living that dream. 449 00:20:46,400 --> 00:20:49,800 But but I feel like I'm going on a tangent here, but it's. 450 00:20:50,120 --> 00:20:53,760 Really useful, yeah. One of the things is definitely 451 00:20:53,760 --> 00:20:55,560 being about being mission driven. 452 00:20:55,560 --> 00:20:58,480 So like having that very shared understanding. 453 00:20:58,760 --> 00:21:01,600 I think the second thing that has just worked out is we have a 454 00:21:01,600 --> 00:21:05,360 very small lean team and it's people don't like and oftentimes 455 00:21:05,360 --> 00:21:07,560 what happens in like big cultures is people think about 456 00:21:07,560 --> 00:21:09,040 this is the team I want to build. 457 00:21:09,640 --> 00:21:13,120 Where As for us, we really kind of focus on this is the guest 458 00:21:13,120 --> 00:21:14,960 experience. We want to provide work 459 00:21:14,960 --> 00:21:18,080 backwards from that and then understand that how can we most 460 00:21:18,080 --> 00:21:21,200 efficiently achieve this. So irrespective of like, you 461 00:21:21,200 --> 00:21:24,080 know, even in our teams, you have we have leadership, we of 462 00:21:24,080 --> 00:21:27,040 course have like people walking through, but everyone's kind of 463 00:21:27,040 --> 00:21:30,640 driven to do the work. So nobody kind of working as 464 00:21:30,640 --> 00:21:35,400 like a middle manager. So for us, I feel like that's 465 00:21:35,520 --> 00:21:38,080 that's just something that I kind of really resonated with me 466 00:21:38,080 --> 00:21:40,360 when I was when I was talking to the founders as well. 467 00:21:40,360 --> 00:21:42,600 And how they want to build a team is that, you know, we want 468 00:21:42,600 --> 00:21:46,000 to have a culture where like, irrespective of where you are, 469 00:21:46,000 --> 00:21:48,520 you can have ideas and you can bring ideas to the table. 470 00:21:48,520 --> 00:21:50,960 So I think that's a very key part of the culture as well. 471 00:21:51,200 --> 00:21:53,600 So like some of our ideas even come from the chocolate 472 00:21:53,600 --> 00:21:55,760 production team. So we do these, you know, like 473 00:21:56,960 --> 00:22:00,560 these exercises where we have a pitch off and anybody in the 474 00:22:00,560 --> 00:22:03,240 company you could be working in fulfillment, but you can come 475 00:22:03,240 --> 00:22:06,960 and pitch picture idea at just in the beginning of the year, we 476 00:22:06,960 --> 00:22:09,640 had somebody from fulfillment who had a great idea which is 477 00:22:09,640 --> 00:22:11,840 going to see the light of the day during this, you know, 478 00:22:13,000 --> 00:22:15,080 December like our holiday season. 479 00:22:15,480 --> 00:22:18,680 So I think it's like mission driven, making sure that 480 00:22:18,920 --> 00:22:22,200 everybody feels extremely hurt. So like ideas, like there are no 481 00:22:22,200 --> 00:22:24,400 bad ideas. People came from all parts of 482 00:22:24,400 --> 00:22:26,200 the business. And then I think the third thing 483 00:22:26,200 --> 00:22:30,360 is really around like having the accountability that all of us 484 00:22:30,360 --> 00:22:33,880 are here for, you know, to for our to provide the best 485 00:22:33,880 --> 00:22:36,720 experience. So we have to do like our part 486 00:22:36,720 --> 00:22:38,160 of the job. Now, I really appreciate you 487 00:22:38,160 --> 00:22:40,240 sharing that because although we're talking about marketing 488 00:22:40,240 --> 00:22:43,440 today, none of that's achievable without the team around you and 489 00:22:43,440 --> 00:22:46,840 the right kind of cultural fit. And actually a spoiler alert for 490 00:22:46,840 --> 00:22:49,360 everybody listening next week, we're talking specifically about 491 00:22:49,360 --> 00:22:52,320 customer service and how AI and stuff fit into that. 492 00:22:52,640 --> 00:22:54,440 And actually, and I've already recorded that one, which I can 493 00:22:54,440 --> 00:22:56,520 tell you what happened, part of the conversation when we were 494 00:22:56,520 --> 00:22:58,760 talking about this was how customer service should actually 495 00:22:58,760 --> 00:23:01,200 drive what marketing do and the messaging they use. 496 00:23:01,520 --> 00:23:03,520 And actually, we can get rid of a lot of customer service by 497 00:23:03,520 --> 00:23:04,960 answering the questions on the website. 498 00:23:05,320 --> 00:23:08,320 Plus we can learn from the things that people ask for in 499 00:23:08,320 --> 00:23:10,240 after sales. Actually, we could offer at 500 00:23:10,240 --> 00:23:11,880 front end. People working in the product 501 00:23:11,880 --> 00:23:13,880 team need to be working with marketing. 502 00:23:13,880 --> 00:23:16,720 And we, I mean, working in an SEOPPC world as I have for 503 00:23:16,720 --> 00:23:19,600 nearly 20 years. And we, we, we've had so many 504 00:23:19,600 --> 00:23:23,120 instances where we talked about the merchandising, buying teams 505 00:23:23,120 --> 00:23:26,200 of brands and say we need more T-shirts, we need more shirts or 506 00:23:26,200 --> 00:23:28,400 we need more of these specific blue shoes. 507 00:23:28,400 --> 00:23:29,400 We need more of these blue shoes. 508 00:23:29,600 --> 00:23:31,360 And they're like, why? And how do you know all of this? 509 00:23:31,360 --> 00:23:33,760 Like we're the product experts like because I've got the Google 510 00:23:33,760 --> 00:23:35,280 search data and people are looking for them. 511 00:23:35,280 --> 00:23:37,480 We're ranking number one and we haven't got enough to sell a 512 00:23:37,480 --> 00:23:39,040 ranking third. And we could rank first if we 513 00:23:39,040 --> 00:23:41,320 had more. I mean, we talked to a baby 514 00:23:41,320 --> 00:23:43,840 company recently about you need to sell more toys. 515 00:23:43,840 --> 00:23:46,720 Like your toy range is so small and you rank so well for toys. 516 00:23:47,040 --> 00:23:48,840 And actually you've got everything up until the baby's 517 00:23:48,840 --> 00:23:51,800 about two or three toys, They're going to be buying toys until 518 00:23:51,800 --> 00:23:54,000 they're in their like, you know, kind of 11/12 at least. 519 00:23:54,280 --> 00:23:56,560 So actually the toys have got way more longevity than all of 520 00:23:56,560 --> 00:23:58,200 your pushchairs, car seats, everything else. 521 00:23:58,200 --> 00:24:01,920 So I think it's really important just that the teams all talk to 522 00:24:01,920 --> 00:24:04,400 one another. You know, if the PR teams doing 523 00:24:04,400 --> 00:24:06,840 something, they don't tell marketing and then product are 524 00:24:06,840 --> 00:24:09,440 suddenly like, well, we can't make enough chocolate to keep up 525 00:24:09,440 --> 00:24:11,360 with the thing you should have told us that was happening. 526 00:24:11,760 --> 00:24:15,280 So I think having that cohesion must be such a important part 527 00:24:15,520 --> 00:24:18,520 bringing it back to marketing to to make the marketing happen and 528 00:24:18,520 --> 00:24:19,880 make it relevant and make it work. 529 00:24:19,880 --> 00:24:22,480 So like you said, you sold out, which is probably fantastic to 530 00:24:22,480 --> 00:24:23,960 do once, wouldn't really want to do it again. 531 00:24:23,960 --> 00:24:26,040 Is that is what one of my clients described that as? 532 00:24:26,520 --> 00:24:29,000 Yep. So you know, it's like 2 things 533 00:24:29,000 --> 00:24:30,240 to it. Since you mentioned about like 534 00:24:30,760 --> 00:24:34,040 like it, I feel like that was something definitely we were 535 00:24:34,360 --> 00:24:37,360 really dealing with initially because especially on the 536 00:24:37,360 --> 00:24:40,000 product teams initially when you sell out, like they start 537 00:24:40,000 --> 00:24:43,240 thinking of that as success and then it's like, hey, you can 538 00:24:43,240 --> 00:24:45,920 sell out a few times, but if you're doing it again, then it's 539 00:24:45,920 --> 00:24:47,440 like there is something wrong, you've got a problem. 540 00:24:47,920 --> 00:24:48,440 Yeah. Yeah. 541 00:24:49,920 --> 00:24:52,600 And then to your point about the guest care team, like that's 542 00:24:52,600 --> 00:24:54,560 definitely been so true for Dandelion. 543 00:24:54,560 --> 00:24:57,400 Like some of our best ideas and growth have actually come in 544 00:24:57,400 --> 00:25:01,440 from our guest care team that just by their share will that's 545 00:25:01,440 --> 00:25:02,880 what started our corporate business. 546 00:25:03,040 --> 00:25:06,520 So we don't have like, you know, we to your point that today with 547 00:25:06,520 --> 00:25:09,080 a lot of these automations and things available, which is also 548 00:25:09,080 --> 00:25:12,480 something that we are really now heavily leaning into, one of the 549 00:25:12,480 --> 00:25:15,240 big things has been that it has actually helped guests carefree 550 00:25:15,240 --> 00:25:16,920 up their time. And they're the ones who are 551 00:25:16,920 --> 00:25:18,680 listening and talking to the customers the most. 552 00:25:19,080 --> 00:25:21,720 And that's how like literally our corporate program started. 553 00:25:21,720 --> 00:25:24,720 And it's like really again, growing similarly to the online 554 00:25:24,720 --> 00:25:27,040 business, you know, the overall business as well. 555 00:25:27,520 --> 00:25:31,520 And it's like if you build a team, which is that self 556 00:25:31,520 --> 00:25:34,400 motivated, it just helps. So like, you know, we have this 557 00:25:34,400 --> 00:25:36,520 thing, we, we don't have strict boundaries. 558 00:25:36,520 --> 00:25:38,480 Like, I think that's been something that I even learned 559 00:25:38,480 --> 00:25:43,160 from being in tech that I had some of the teams on the, 560 00:25:43,160 --> 00:25:45,600 especially on the engineering side, which initially started as 561 00:25:45,600 --> 00:25:48,640 like not being that great teams to becoming the teams that shift 562 00:25:48,640 --> 00:25:51,680 the most amount of features. And a lot of it was just about 563 00:25:51,720 --> 00:25:54,840 increasing accountability and making people feel that they own 564 00:25:54,840 --> 00:25:57,080 the problem. Like it's not just that they're 565 00:25:57,080 --> 00:25:59,280 just, you know, responsible for this part of the business. 566 00:25:59,280 --> 00:26:01,320 They own the problem for the entire business. 567 00:26:01,360 --> 00:26:03,520 And like for them, the success of the business is the success 568 00:26:03,520 --> 00:26:06,200 of their teams. Yeah, absolutely, absolutely. 569 00:26:06,440 --> 00:26:08,800 I've got two really big questions to ask you, which will 570 00:26:08,800 --> 00:26:10,800 probably take us up to the end of today's episode. 571 00:26:11,120 --> 00:26:13,440 But just before that, I just want to go back to my very first 572 00:26:13,440 --> 00:26:15,800 point about branding the beans cup crafting. 573 00:26:16,320 --> 00:26:18,200 I called, I just called it customer service and you called 574 00:26:18,200 --> 00:26:20,520 it guest care. I love that. 575 00:26:20,520 --> 00:26:22,040 How did you guys come up with that name? 576 00:26:22,040 --> 00:26:25,000 Like, it's such a good, again, it's such a better way of 577 00:26:25,000 --> 00:26:28,000 describing what could sound really dry to a customer. 578 00:26:28,000 --> 00:26:29,560 But I gotta call customer service. 579 00:26:29,600 --> 00:26:32,160 Like, no, I'm going to be cared for because I'm talking to the 580 00:26:32,160 --> 00:26:33,960 guest team. How did that name come about? 581 00:26:34,320 --> 00:26:37,000 So I wish I could take the credit for doing that, but I 582 00:26:37,680 --> 00:26:42,840 that I did not like, you know, Elaine, who's like our she we 583 00:26:42,840 --> 00:26:46,160 call her CXO because wherever there is a problem in the 584 00:26:46,160 --> 00:26:48,800 business, we just throw her at it and that problem, you know, 585 00:26:48,800 --> 00:26:52,880 will get resolved. So, yeah, creative person that 586 00:26:52,880 --> 00:26:57,080 I've met to being somebody who's a great developer, like you feel 587 00:26:57,280 --> 00:27:00,040 if you want to get her website done to running that entire 588 00:27:00,040 --> 00:27:02,320 production team, like she's somebody who's already created 589 00:27:02,320 --> 00:27:04,120 that. And she really started our, you 590 00:27:04,120 --> 00:27:06,960 know, like she hired the set of people for our guest care team. 591 00:27:07,400 --> 00:27:09,200 And for her, this was in her vision. 592 00:27:09,200 --> 00:27:11,920 Like, you know, anybody who's coming in, they're a guest 593 00:27:11,920 --> 00:27:15,360 because you just treat that them differently because customer is 594 00:27:15,360 --> 00:27:17,200 like, it feels like a transaction. 595 00:27:17,200 --> 00:27:19,200 That is what we are trying to do is build a relationship. 596 00:27:20,120 --> 00:27:24,000 Yeah, absolutely love that. Some these framings get 597 00:27:24,440 --> 00:27:27,120 initially it seems like oh does it matter, but they go a long 598 00:27:27,120 --> 00:27:30,520 way. No, I think it's really cool. 599 00:27:30,520 --> 00:27:32,240 And I mean, she sounds like a legend. 600 00:27:32,240 --> 00:27:34,480 Like if you can give me an e-mail, I've got loads of things 601 00:27:34,480 --> 00:27:37,640 you can look out for us. But I think it's just it's just 602 00:27:37,640 --> 00:27:39,240 really nice. And I think just having the 603 00:27:39,240 --> 00:27:42,520 right naming for things like guest care, it makes me feel 604 00:27:42,520 --> 00:27:45,880 more like I'm in a like a really kind of premium, but well 605 00:27:45,880 --> 00:27:48,720 established hotel. And it's the concierge service, 606 00:27:48,720 --> 00:27:51,000 which when I was Jung goes to think, oh, concierge sounds 607 00:27:51,000 --> 00:27:53,040 expensive. But now when I go to concierge, 608 00:27:53,040 --> 00:27:54,960 you realize, actually if you're in the hotel, it's normally 609 00:27:54,960 --> 00:27:57,480 free. And you can say to them, like, I 610 00:27:57,480 --> 00:27:59,680 want to go and see some museums today in the city. 611 00:27:59,960 --> 00:28:01,080 I've never been to the city before. 612 00:28:01,080 --> 00:28:02,120 Where do I go? And they're like, right, well, 613 00:28:02,120 --> 00:28:03,760 let's get a map out. You can go here and go here. 614 00:28:03,880 --> 00:28:05,200 We can. We've got a free car. 615 00:28:05,200 --> 00:28:07,440 We can drop you off at the door. It's raining at the moment, 616 00:28:07,440 --> 00:28:10,400 especially in the UK. And so I think it's having some 617 00:28:10,400 --> 00:28:12,640 of those, you know, having some of those wordings, I think can 618 00:28:12,640 --> 00:28:14,440 make such a big difference to people. 619 00:28:15,280 --> 00:28:18,000 The two questions I want to ask is obviously you've really got 620 00:28:18,000 --> 00:28:20,480 your ear to the ground with marketing and obviously you 621 00:28:20,800 --> 00:28:23,560 know, all the online stuff falls under your remit, so marketing 622 00:28:23,560 --> 00:28:25,440 is really important. Where, where do you see some of 623 00:28:25,440 --> 00:28:27,560 the biggest opportunities right now in? 624 00:28:27,560 --> 00:28:29,760 And I mentioned before we hit record, the world's quite 625 00:28:29,760 --> 00:28:31,880 gloomy. There's a lot of things going on 626 00:28:31,880 --> 00:28:33,880 that can make people very upset. And a lot of business owners I 627 00:28:33,880 --> 00:28:38,400 know are very angry, frustrated. I'm forcing myself not to be 628 00:28:38,400 --> 00:28:41,520 dragged down into that and say, no, it's a good year, some good 629 00:28:41,520 --> 00:28:42,800 things are happening. I'm focusing on those. 630 00:28:43,040 --> 00:28:45,440 What opportunities are you guys exploiting at the moment or 631 00:28:45,440 --> 00:28:49,560 seeing seeing on the horizon? So for us, because it's you 632 00:28:50,160 --> 00:28:53,720 know, in the world like in the world of marketing, paid 633 00:28:53,720 --> 00:28:56,960 acquisition has still been, is actually a very small part of 634 00:28:56,960 --> 00:29:00,440 our business. So, but the opportunity that we 635 00:29:00,440 --> 00:29:05,040 are really seeing is like still on Instagram, Facebook, Meta and 636 00:29:05,040 --> 00:29:08,160 you know, there are very few platforms in the world that can 637 00:29:08,160 --> 00:29:10,600 help you get your message and product in front of the right 638 00:29:10,600 --> 00:29:14,960 customer at that scale. And for us, like a big part of 639 00:29:14,960 --> 00:29:17,480 the brand, like I was mentioning of going now online when you're 640 00:29:17,480 --> 00:29:19,720 entering into completely new markets where people haven't 641 00:29:19,720 --> 00:29:21,800 been to the store as being able to tell that story. 642 00:29:21,800 --> 00:29:25,440 So for us, like really leaning into that video storytelling and 643 00:29:25,440 --> 00:29:28,240 then using these platforms to get the message across, it still 644 00:29:28,240 --> 00:29:31,600 seems to be working. It's really hard to do that for 645 00:29:31,600 --> 00:29:34,160 us because like just online versus retail, right? 646 00:29:34,160 --> 00:29:36,840 Like retail you come and you experience, whereas now you're 647 00:29:36,840 --> 00:29:39,280 telling somebody to imagine that experience. 648 00:29:40,920 --> 00:29:43,320 We're kind of really still leaning into that and like how 649 00:29:43,320 --> 00:29:47,160 do we increase our storytelling? I think the second thing that we 650 00:29:47,160 --> 00:29:50,040 are also doing a lot of experimentation and kind of 651 00:29:50,040 --> 00:29:54,280 being able to build like good data foundations and bringing in 652 00:29:54,280 --> 00:29:57,200 data from like different sources and then thinking about how we 653 00:29:57,200 --> 00:30:00,120 do our targeting. Like that's, that's even though 654 00:30:00,120 --> 00:30:02,840 it sounds small, but then has like a really huge incremental 655 00:30:02,840 --> 00:30:04,880 benefit if your segmentation is done right. 656 00:30:05,400 --> 00:30:08,200 Like I, we just remember like initially when I joined, we 657 00:30:08,200 --> 00:30:10,480 weren't really, you know, focusing a lot in segmentation. 658 00:30:10,480 --> 00:30:13,720 Like I said, it was early part of the business, so it was just, 659 00:30:14,000 --> 00:30:16,280 it was just about getting the content across, not really 660 00:30:16,280 --> 00:30:18,120 thinking through how we are telling the story. 661 00:30:18,280 --> 00:30:20,880 But now with even like having good data foundation and then 662 00:30:20,880 --> 00:30:23,720 being able to do a segmentation has like really catapulted that 663 00:30:23,800 --> 00:30:26,720 growth. The third area for us that's 664 00:30:26,720 --> 00:30:29,040 like seems to be really growing is on the corporate side. 665 00:30:29,320 --> 00:30:32,440 So you know, shifting unsurprisingly is like a really 666 00:30:32,440 --> 00:30:36,680 huge part of our business. And so far corporate has been 667 00:30:36,680 --> 00:30:39,400 like, like I mentioned it was sure will of the guest care team 668 00:30:39,400 --> 00:30:43,040 that that business just started. But we are seeing like there are 669 00:30:43,040 --> 00:30:46,160 some immense opportunities to be able to grow that good, grow 670 00:30:46,160 --> 00:30:48,560 that side as well. Yeah, amazing. 671 00:30:48,560 --> 00:30:49,760 And I appreciate you sharing those. 672 00:30:49,960 --> 00:30:52,080 My my last question was actually going to be on that last point 673 00:30:52,080 --> 00:30:54,120 about corporate. So I'm glad you brought it up. 674 00:30:54,680 --> 00:30:56,600 Obviously corporate. I sometimes describe this to 675 00:30:56,600 --> 00:30:59,960 clients as saying like, imagine your customer is not buying for 676 00:30:59,960 --> 00:31:01,200 themselves. They're buying for 50, a 677 00:31:01,200 --> 00:31:03,920 hundred, 200 people and they're not spending their own money. 678 00:31:04,120 --> 00:31:06,800 So if you think about that compared to the average customer 679 00:31:07,080 --> 00:31:09,440 you're bringing in from Meta ads, Google ads or something 680 00:31:09,440 --> 00:31:12,800 like that or SEO into the site, it's actually a slightly easier 681 00:31:12,800 --> 00:31:15,880 sell in one sense. But also you don't need as many 682 00:31:15,880 --> 00:31:17,440 of them to make a lot more money. 683 00:31:17,440 --> 00:31:19,840 And even things like delivery or doing one delivery, which is 684 00:31:19,840 --> 00:31:22,080 going to cost more than a standard one box of chocolate 685 00:31:22,080 --> 00:31:24,160 going somewhere, it's going to cost more, but not like 686 00:31:24,160 --> 00:31:27,000 proportionally more as sending 100 products out individually. 687 00:31:27,520 --> 00:31:30,960 So I think certainly with the corporate partnerships, how do 688 00:31:30,960 --> 00:31:33,240 you guys approach that? Like I'm sure a lot of brands 689 00:31:33,240 --> 00:31:36,000 listening are like, Oh my gosh, I wish I had, you know, 500 690 00:31:36,160 --> 00:31:38,160 quantity orders coming in every day. 691 00:31:38,440 --> 00:31:41,720 Well, you can, but how did you guys actually start to achieve 692 00:31:41,720 --> 00:31:43,000 that? Like what does the marketing 693 00:31:43,000 --> 00:31:44,800 strategy look like for it? How much do you reach out? 694 00:31:44,800 --> 00:31:47,040 How much do they, you know, the corporates reach into you? 695 00:31:47,040 --> 00:31:48,200 How does? It work. 696 00:31:48,640 --> 00:31:51,680 So we've definitely been a bit fortunate that like I mentioned, 697 00:31:51,680 --> 00:31:54,080 right because I guess care team was the one that actually 698 00:31:54,080 --> 00:31:56,920 started the business for them. It was mostly talking to 699 00:31:56,920 --> 00:32:01,720 customers who were individual, you know they were buying it for 700 00:32:01,720 --> 00:32:03,920 themselves and then they were like, oh, we would kind of want 701 00:32:03,920 --> 00:32:08,600 to share it with their company. So it has been very bound so 702 00:32:08,600 --> 00:32:11,040 far, right, because it's a very lean team, but now they're 703 00:32:11,040 --> 00:32:13,560 really starting to outreach. And now, you know, one of the 704 00:32:13,560 --> 00:32:16,320 things that really worked out for us is like building this 705 00:32:17,280 --> 00:32:20,440 multi gift platform. So essentially providing a place 706 00:32:20,440 --> 00:32:23,080 where you can come in and place bulk orders because that gave us 707 00:32:23,080 --> 00:32:25,920 now an information about like people, it was self-serve. 708 00:32:26,280 --> 00:32:29,640 So people started coming in in Q4 of last year like that was, 709 00:32:29,680 --> 00:32:33,240 you know, suddenly almost 5% of the online revenue, which we had 710 00:32:33,240 --> 00:32:37,720 not initially anticipated. And that's what's clearly kind 711 00:32:37,720 --> 00:32:40,040 of started with is like, OK, now you have these people who are 712 00:32:40,040 --> 00:32:42,480 using this, can they become much bigger clients? 713 00:32:42,480 --> 00:32:45,440 And then telling them about our different offerings that exist. 714 00:32:45,800 --> 00:32:49,520 So we have like, you know, a lot of bespoke customizations. 715 00:32:49,520 --> 00:32:52,200 We invested a lot in our own print shop. 716 00:32:52,200 --> 00:32:53,360 So there are things that we can do. 717 00:32:53,680 --> 00:32:56,800 But now having seen the people who are coming on the multi gift 718 00:32:56,800 --> 00:33:00,320 platform and then converting them into like bigger corporate 719 00:33:00,680 --> 00:33:05,680 guests for us, we going back to like even your growth questions, 720 00:33:05,680 --> 00:33:07,400 right? We also do some very interesting 721 00:33:07,400 --> 00:33:11,520 partnerships and like on partnership side, we look at it 722 00:33:11,520 --> 00:33:16,200 as almost two ways, which has also helped us kind of weave 723 00:33:16,200 --> 00:33:20,800 into like other sort of guest customer segments. 724 00:33:20,960 --> 00:33:23,040 Well, that, that's amazing. And I, I think for many brands 725 00:33:23,040 --> 00:33:26,200 out there, I actually wrote down just an idea for an e-mail 726 00:33:26,200 --> 00:33:28,680 subject line. If you would send an e-mail out 727 00:33:28,680 --> 00:33:31,000 to all your kind of personal customers, everybody is saying 728 00:33:31,000 --> 00:33:33,800 at home, why not something like take us to work, you know, and 729 00:33:33,800 --> 00:33:36,080 say, actually, why don't you use our products, a corporate gift, 730 00:33:36,080 --> 00:33:38,080 like recommend it to the corporate gift buyer at work 731 00:33:38,280 --> 00:33:40,600 because you're helping them out. They're all stressing about it 732 00:33:40,600 --> 00:33:43,040 and actually we've got really cool products and but that's 733 00:33:43,040 --> 00:33:44,880 corporate gifting. How much do you guys also do 734 00:33:44,880 --> 00:33:47,960 then partnerships which can also be incredibly fruitful for for 735 00:33:47,960 --> 00:33:49,400 an e-commerce store? Yeah. 736 00:33:49,520 --> 00:33:52,840 So, so for us, partnerships really fall into kind of two 737 00:33:52,840 --> 00:33:54,520 buckets. So, you know, that is 1, the 738 00:33:54,520 --> 00:33:57,600 partnerships which is more around working with different 739 00:33:57,600 --> 00:34:00,800 chocolate tiers because that's really where it comes from, the 740 00:34:00,800 --> 00:34:03,200 mission that we want to, you know, grow the overall craft 741 00:34:03,200 --> 00:34:06,320 chocolate industry. So, you know, we have this 742 00:34:06,320 --> 00:34:08,840 entire program like I don't know if you've ever seen our advent 743 00:34:08,840 --> 00:34:11,920 calendar. The admin calendar is like a 744 00:34:11,920 --> 00:34:15,600 partnership where we have chocolate tears from around the 745 00:34:15,600 --> 00:34:19,639 country and Canada, like apply to get their chocolates, you 746 00:34:19,719 --> 00:34:24,120 know, treat selected Christmas and then it's paired with like a 747 00:34:24,120 --> 00:34:27,040 celestial theme. So that's like a that's like a 748 00:34:27,040 --> 00:34:31,760 whole new program and it's just, it's so much so that it's almost 749 00:34:31,760 --> 00:34:34,560 called like the Oscars of Kraft chocolate. 750 00:34:34,760 --> 00:34:37,000 So that's a one partnerships, which is more with chocolate 751 00:34:37,000 --> 00:34:38,760 tears. And then the second is more with 752 00:34:38,760 --> 00:34:42,120 brands that we believe they share like similar quality and 753 00:34:42,120 --> 00:34:43,840 craft and the attention to detail. 754 00:34:44,679 --> 00:34:46,719 And you know, like we're we're really trying to combine the 755 00:34:46,719 --> 00:34:49,719 best with the other best brand that we consider in the 756 00:34:49,920 --> 00:34:52,239 industry. So something like fellow, which 757 00:34:52,239 --> 00:34:55,400 is in the coffee world, they make coffee equipment and you 758 00:34:55,400 --> 00:34:57,800 know, we've done a few partnerships with them or with 759 00:34:57,800 --> 00:35:01,400 tea where we did this entire collaboration for Mother's Day 760 00:35:01,400 --> 00:35:04,880 where this we know this person, Jodi, who's like also a great 761 00:35:04,880 --> 00:35:07,960 friend and is somebody who who has like the most amount of 762 00:35:07,960 --> 00:35:10,960 knowledge when it comes to tea. So like really finding other 763 00:35:10,960 --> 00:35:14,920 people in the other craft sort of brands and then being able to 764 00:35:14,920 --> 00:35:17,000 partner. Like one of our another favorite 765 00:35:17,000 --> 00:35:19,560 ones that we did for Valentine's Day was strawberries. 766 00:35:19,560 --> 00:35:21,760 And it really started like chocolate covered strawberries 767 00:35:21,760 --> 00:35:25,760 is a very common thing, common gift, but if we were to pair the 768 00:35:25,760 --> 00:35:28,280 best chocolate with the best strawberries and then like 769 00:35:28,280 --> 00:35:30,480 create like a truly craft product there. 770 00:35:31,160 --> 00:35:33,200 So those are kind of the partnership, the two kinds of 771 00:35:33,200 --> 00:35:34,520 partnerships that we really look at. 772 00:35:35,360 --> 00:35:37,320 And I think, I mean, just think about social media content, 773 00:35:37,320 --> 00:35:39,400 going out to all the strawberry farms, trying all the 774 00:35:39,400 --> 00:35:41,360 strawberries and going, here's our top 10. 775 00:35:41,360 --> 00:35:44,080 So #1 we're going to partner with these guys and do this and 776 00:35:44,080 --> 00:35:45,640 almost like release your top ten. 777 00:35:46,080 --> 00:35:48,120 And we, we, we did a thing years ago when we did something 778 00:35:48,120 --> 00:35:49,960 similar with, with different brands. 779 00:35:49,960 --> 00:35:51,680 And we sort of said to everybody, and, and we are doing 780 00:35:51,680 --> 00:35:53,320 one of these again soon for everybody listening. 781 00:35:53,560 --> 00:35:55,160 And I don't know what the criteria is going to be. 782 00:35:55,160 --> 00:35:58,600 We did some, we did kind of coolest growing and we set some 783 00:35:58,600 --> 00:36:00,240 criteria as to why they were the coolest. 784 00:36:00,560 --> 00:36:03,400 But then we also, we, I don't know if we ever actually 785 00:36:03,400 --> 00:36:06,360 released the video, but I remember recording the team and 786 00:36:06,360 --> 00:36:08,800 I sitting around at a table with lots of cameras and lights up. 787 00:36:09,040 --> 00:36:11,480 And we would sort of bring one up on the three or four iPads in 788 00:36:11,480 --> 00:36:13,520 front of us and look at how cool they were and go through the 789 00:36:13,520 --> 00:36:17,120 criteria to try and then make content out of the the kind of 790 00:36:17,120 --> 00:36:20,160 judging process. So I mean, it sounds really cool 791 00:36:20,160 --> 00:36:22,760 and really smart as well. Because it's cross pollination, 792 00:36:22,760 --> 00:36:24,160 isn't it? So it gives them an opportunity 793 00:36:24,160 --> 00:36:26,920 to e-mail their customers about you as much as you're then 794 00:36:26,920 --> 00:36:29,800 featuring them in there, say you almost get them double exposure 795 00:36:29,800 --> 00:36:31,880 on your e-mail campaigns. People go, I love buying 796 00:36:31,880 --> 00:36:33,720 strawberries from this brand. I always buy that brand in the 797 00:36:33,720 --> 00:36:35,360 supermarket. And they've teamed up with this 798 00:36:35,640 --> 00:36:38,400 really nice corporate craft, you know, bean to bar. 799 00:36:38,960 --> 00:36:40,360 What is that? Let's go and have a look. 800 00:36:40,360 --> 00:36:42,280 And all those all your branding points really start to hammer 801 00:36:42,280 --> 00:36:44,360 home. So yeah, nice, cool. 802 00:36:44,360 --> 00:36:45,920 Well, look, I'm going to draw things to a close there. 803 00:36:45,960 --> 00:36:48,040 We could talk all day, especially about chocolate. 804 00:36:48,240 --> 00:36:51,040 And if anyone's listening to this paro and they're thinking 805 00:36:51,560 --> 00:36:53,960 this sounds amazing, I really want to see this company, I want 806 00:36:53,960 --> 00:36:56,560 to try your products. And how can people get in touch? 807 00:36:56,560 --> 00:36:58,520 What's the website URL? What your social handles? 808 00:36:58,520 --> 00:37:01,560 How can people reach out? Yeah, so I think it's Dandelion 809 00:37:01,560 --> 00:37:03,360 chocolate.com. That's our website. 810 00:37:03,360 --> 00:37:05,000 Our Instagram is Dandelion Chocolate. 811 00:37:05,560 --> 00:37:07,840 If anybody wants to ever reach out to me, it's Parole at 812 00:37:07,840 --> 00:37:10,040 dandelionchocolate.com. Feel free to e-mail. 813 00:37:10,040 --> 00:37:13,360 And, you know, and if you're ever in San Francisco, I highly, 814 00:37:13,360 --> 00:37:16,440 highly recommend everyone to come in for a factory tour 815 00:37:16,640 --> 00:37:19,600 because it's truly fascinating whence you actually see like, 816 00:37:19,600 --> 00:37:22,680 you know, from starting from the fruit to the final, like 817 00:37:22,680 --> 00:37:25,040 chocolate being made. It's, it's a great experience. 818 00:37:25,920 --> 00:37:28,120 So yeah, definitely recommend that if you ever visit San 819 00:37:28,120 --> 00:37:30,520 Francisco, do drop by at the 16th St. factory. 820 00:37:31,200 --> 00:37:32,720 Amazing. Next time I'm in San Francisco, 821 00:37:32,720 --> 00:37:34,720 which will probably be within the year, I will absolutely come 822 00:37:34,720 --> 00:37:36,680 and see you guys. And I'd love to come and have a 823 00:37:36,680 --> 00:37:39,400 cup of tea and chocolate because I always love tea as much as 824 00:37:39,400 --> 00:37:41,520 chocolate. But Carol, thank you so much for 825 00:37:41,520 --> 00:37:42,800 your time. I want to say also a massive 826 00:37:42,800 --> 00:37:44,600 thank you for sharing so many insights. 827 00:37:44,600 --> 00:37:46,280 Brands like you guys don't have to share all of this. 828 00:37:46,280 --> 00:37:48,080 I really appreciate your time. Thank you for your energy. 829 00:37:48,080 --> 00:37:49,320 Thanks for all the stuff you guys are doing. 830 00:37:49,320 --> 00:37:50,760 And yeah, I appreciate you joining us today. 831 00:37:51,120 --> 00:37:53,520 Yeah, Thank you so much, Nick, But I'm really looking forward 832 00:37:53,520 --> 00:37:56,000 to your SF trip. Nice. 833 00:37:56,440 --> 00:37:58,360 Well I'll certainly come and see you guys there when I say I had 834 00:37:58,360 --> 00:38:00,480 bright red Mustang last time. So we'll see What Car I'm 835 00:38:00,480 --> 00:38:02,720 allowed to take this time with with a car seat in it for the 836 00:38:02,720 --> 00:38:04,680 baby. We'll see what I'm allowed. 837 00:38:04,680 --> 00:38:07,480 But anyway, again, a massive thank you to Apparel for 838 00:38:07,600 --> 00:38:09,640 everybody listening at home. Thank you so much for tuning in. 839 00:38:10,000 --> 00:38:11,960 It'll be completely pointless if you guys weren't watching this 840 00:38:12,160 --> 00:38:14,000 and it is slightly pointless if you don't subscribe. 841 00:38:14,000 --> 00:38:15,880 So please do go and subscribe. I'm getting kicked by my 842 00:38:15,880 --> 00:38:18,240 marketing team to plug this home more and more. 843 00:38:18,240 --> 00:38:20,800 Hit that subscribe button. Nearly 90% of you on YouTube are 844 00:38:20,800 --> 00:38:22,760 not subscribe. So please hit that button, leave 845 00:38:22,760 --> 00:38:24,080 us a review, check out our socials as well. 846 00:38:24,080 --> 00:38:26,360 And if you want to get in touch with us, then please do go to 847 00:38:26,360 --> 00:38:29,280 hello@winningwishaw5.com. All right, an e-mail and click 848 00:38:29,280 --> 00:38:31,000 send. Thank you so much for listening 849 00:38:31,000 --> 00:38:32,520 to us today. We're back again next Friday and 850 00:38:32,520 --> 00:38:33,440 we hope you all take care.