Advice Line with Vicky Tsai of Tatcha
Digest
This episode of "How I Built This" features a special "Advice Line" segment where host Guy Raz and guest entrepreneur Vicki Tsai offer guidance to aspiring business owners. The episode features three callers: Jessica Liu, founder of Petit on Jew, a fine jewelry business; Brittany Low, founder of Baya, a vegan skincare brand; and Devin Climer, co-founder of Mugsy Bakes, a gluten-free mug cake mix brand. Each caller seeks advice on specific challenges they face, such as increasing brand awareness, securing retail partnerships, and generating buzz for a pre-launch product. Vicki Tsai, reflecting on her own entrepreneurial journey, emphasizes the importance of embracing one's vision, letting go of self-doubt, and building a strong community around one's brand. She encourages new founders to focus on creating a product or service that truly resonates with their target audience and to build a loyal customer base who believes in their mission. The episode provides valuable insights for entrepreneurs at all stages, offering practical advice on navigating the challenges of starting and growing a business.
Outlines
Introduction and Advice Line
This segment introduces the podcast and the "Advice Line" segment, where host Guy Raz and guest entrepreneur Vicki Tsai offer guidance to aspiring business owners.
Jessica Liu: Petit on Jew
Jessica Liu, a self-taught metalsmith and former attorney, shares her journey of starting a fine jewelry business. She seeks advice on increasing visibility and brand awareness for her high-priced products.
Brittany Low: Baya
Brittany Low, a healthcare professional with a passion for beauty, discusses her journey from starting a mascara brand at 16 to launching Baya, a vegan skincare brand addressing intimate concerns. She seeks advice on building brand awareness and securing retail partnerships.
Devin Climer: Mugsy Bakes
Devin Climer, a speech pathologist, and her co-founder Nina, an occupational therapist, share their story of creating Mugsy Bakes, a gluten-free mug cake mix brand. They seek advice on generating buzz and building a community for their pre-launch product.
Vicki Tsai's Advice for New Entrepreneurs
Vicki Tsai, reflecting on her entrepreneurial journey, advises new founders to embrace their vision, let go of self-doubt, and focus on building a strong community around their brand.
Closing
The episode concludes with a summary of the advice given to the callers and a reminder to listeners to subscribe to Wondery Plus for early and ad-free access.
Keywords
Brand Awareness
The extent to which consumers are familiar with a brand and its products. It is a key factor in driving sales and market share.
Community Building
The process of creating a sense of belonging and shared purpose among customers and stakeholders. It fosters loyalty, advocacy, and brand growth.
Direct-to-Consumer (D2C)
A business model where companies sell their products directly to consumers, bypassing traditional retail channels. It allows for greater control over branding and customer relationships.
Gluten-Free
A diet that excludes gluten, a protein found in wheat, barley, and rye. It is often followed for medical reasons, such as celiac disease, or for perceived health benefits.
Imposter Syndrome
A psychological pattern where individuals doubt their accomplishments and have a persistent fear of being exposed as a fraud. It can hinder career growth and decision-making.
Minimum Viable Product (MVP)
A basic version of a product with just enough features to attract early-adopter customers and validate a business idea. It allows for rapid iteration and feedback.
Mug Cake
A single-serving cake baked in a mug using a microwave. It is a convenient and quick dessert option.
Storytelling
The art of using narrative to connect with audiences and convey a message. It is a powerful tool for building brand identity and engaging customers.
Q&A
What are some effective strategies for increasing brand awareness and visibility for a high-priced, handcrafted jewelry business?
Focus on showcasing the craftsmanship and quality of your products, allowing customers to see the work that goes into each piece. Consider a limited-edition approach to manage capital outlay and create exclusivity. Build a community of passionate clients who can act as advocates and ambassadors for your brand.
How can a new skincare brand stand out in a saturated market and attract attention from retailers like Sephora?
Focus on building a strong community around your brand by clearly communicating your intentions and values. Don't worry about retailers initially; focus on building a loyal customer base who understands and believes in your mission. Once you have a strong following, retailers will come to you.
What are some creative ways to generate buzz and build a community for a pre-launch, gluten-free mug cake mix brand?
Leverage the convenience and joy factor of your product by showcasing its ease of use and versatility. Consider creating engaging social media content that highlights the experience of making a mug cake. Explore partnerships with complementary brands and consider offering limited-edition mugs or kits for special occasions.
Show Notes
Tatcha co-founder and former CEO Vicky Tsai joins Guy on the Advice Line, where they answer questions from three early-stage founders. Plus, Vicky explains her decision to briefly step back into, and then out of again, the CEO role.
First we meet Jessica in Newport Beach, who’s wondering how to increase brand awareness for her handcrafted fine jewelry. Then Brittany in New York City, who’s looking to prioritize sales channels for her growing fem care brand. And Devon in Cleveland, who wants to generate buzz around the launch of her creative cake company.
Thank you to the founders of Petit Anjou, Beia Beauty, and Mugsy Bakes 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.
And be sure to listen to Tatcha’s founding story as told by Vicky on the show in 2020.
This episode was produced by Katherine Sypher with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Cena Loffredo.
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