Advice Line: Growing Beyond Your Niche
1Digest
This episode of "How I Built This Lab" features advice from three entrepreneurs. Oni Kostin, founder of Keep It Random Entertainment, discusses her journey from creating cards on Microsoft Word to launching the board game "Wemmo," designed to spark conversations and learn about each other. She shares the challenges of breaking through the noise with a common acronym. Ken Dalshmitz, founder of Tear Restore Inc., discusses his company's over-the-counter treatments for dry eye syndrome. He explains the causes and common treatments for dry eye and how Tear Restore's approach differs by focusing on warming and cleaning oil glands within the eyelids. Adam Goldberg, founder of A Gold Photo Pet Photography, seeks advice on growing his pet photography studio. He shares his journey from volunteering at a Humane Society to starting a full-service studio offering canvas prints and consultations. He discusses the challenges of managing multiple roles and the need to delegate tasks.
Outlines
Building Businesses: From Board Games to Dry Eye Treatment and Pet Photography
This episode features advice from three entrepreneurs: a board game creator, a dry eye treatment company founder, and a pet photographer. They discuss their journeys, challenges, and strategies for building successful businesses.
Building a Board Game Business: From Cards to Conversations
Oni Kostin, founder of Keep It Random Entertainment, shares her experience creating the board game "Wemmo," designed to spark conversations and learn about each other. She discusses the challenges of breaking through the noise with a common acronym and the importance of finding a unique selling proposition.
Treating Dry Eye Syndrome: A Lifestyle Approach
Ken Dalshmitz, founder of Tear Restore Inc., discusses his company's over-the-counter treatments for dry eye syndrome. He explains the causes and common treatments for dry eye and how Tear Restore's approach differs by focusing on warming and cleaning oil glands within the eyelids. He also shares strategies for marketing a medically focused product.
Growing a Pet Photography Studio: From Volunteer to Full-Service
Adam Goldberg, founder of A Gold Photo Pet Photography, seeks advice on growing his pet photography studio. He shares his journey from volunteering at a Humane Society to starting a full-service studio offering canvas prints and consultations. He discusses the challenges of managing multiple roles and the need to delegate tasks.
Keywords
Dry Eye Syndrome
A common condition characterized by insufficient tear production or poor tear quality, leading to eye dryness, irritation, and discomfort. It is often caused by extended screen use, aging, and certain medical conditions.
Wemmo
A two-in-one board and card game designed to spark conversations and encourage learning about each other. It features prompts ranging in intensity, from playful to thought-provoking, to facilitate engaging interactions.
Pet Photography Studio
A specialized photography business that focuses on capturing portraits and memories of pets. These studios often offer a range of services, including in-studio sessions, outdoor shoots, and customized prints or digital products.
Lifestyle Marketing
A marketing approach that emphasizes the benefits and experiences associated with a product or service, rather than focusing solely on its technical features or medical aspects. It aims to connect with consumers on an emotional level and showcase how the product fits into their daily lives.
Apprentice Program
A structured training program designed to develop the skills and knowledge of individuals who are new to a particular profession or trade. Apprentices work under the guidance of experienced professionals, learning through hands-on experience and mentorship.
Social Dog Bars
Dog-friendly establishments that provide a space for dogs and their owners to socialize and interact. These bars often feature dog-specific amenities, such as off-leash areas, dog-themed drinks, and events.
Q&A
What are some strategies for educating customers at scale about a medically focused product like Tear Restore?
Shift the marketing narrative from medical to lifestyle, emphasizing the benefits of maintaining eye health and reducing screen fatigue. Focus on the everyday experiences that the product can enhance, such as using a phone or laptop for extended periods.
How can a pet photography studio owner, who is a jack of all trades, start delegating tasks and hiring staff to grow the business?
Start by hiring an apprentice to learn the owner's methods and provide a lower-priced service option. Consider hiring a studio manager to handle operations and client communication, allowing the owner to focus on photography.
What are some creative ways to reach new customers and promote a pet photography studio beyond traditional advertising?
Partner with local businesses, such as dog-friendly breweries or social dog bars, to offer pop-up photo shoots. Leverage social media influencers in the pet health and wellness space to reach a wider audience. Offer services beyond traditional portraits, such as holiday cards or social media photos.
Show Notes
This week, Guy is joined by Fawn Weaver of Uncle Nearest Premium Whiskey, Andrew Abraham of Orgain, and Brett Schulman of CAVA to give advice to three early-stage founders in this special “mashup” episode of the How I Built This Lab Advice Line.
First, Oni from Fort Worth has developed a two-in-one game designed to strengthen relationships through deeper conversations. Then, Ken from Minneapolis whose vision for better eye health starts with dry-eye relief, without the drops. And finally, Adam in Tampa is looking to scale his ‘pet project’ into a nationwide photography business.
Thank you to the founders of The WAMO Game, Tear Restore, and A Gold Photo for being a part of our show.
If you’d like to be featured on a future Advice Line episode, leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298.
To hear our guests’ previous episodes:
Uncle Nearest Premium Whiskey: Fawn Weaver | Advice Line with Fawn Weaver
Orgain: Andrew Abraham | Advice Line with Andrew Abraham
CAVA: Ted Xenohristos and Brett Schulman | Advice Line with Brett Schulman
This episode was produced by J.C. Howard with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Cena Loffredo.
You can follow HIBT on Twitter & Instagram and sign up for Guy's free newsletter at guyraz.com.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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