Key insights

• ⚒️ Bootstrapped business with no initial investment
• 🛑 Faced challenges and setbacks, including near failure
• 📦 Transition from offline business to online venture
• 💡 Identified opportunity in weighted blankets market
• ⚖️ Balanced building the business with full-time jobs
• 💸 Struggled financially and bootstrapped the business
• 🤝 Created a community of super fans through customer conversations
• 🌐 Internet has made it possible for small businesses to compete with big companies

Q&A

• How has the internet impacted small businesses?

  The internet has leveled the playing field for small businesses, making it possible for them to compete with big companies. It has enabled them to reach a wider audience, share their story, and establish a brand presence, emphasizing the significance of a compelling narrative in building a community.

• Why is storytelling important in marketing?

  Storytelling is crucial in marketing as it helps in connecting with customers emotionally, building a brand, and creating a community. Customers care more about the people behind a brand than the product itself, and sharing the entrepreneurial journey helps in establishing a strong brand presence.

• What were the key milestones in the entrepreneurs' journey to success?

  Key milestones included raising over one million dollars on Kickstarter, gaining viral attention on TV, reinvesting earnings to launch new products, doubling their business, launching a mattress in a box, creating a community of super fans through customer conversations, and selling their company to the largest sleep company in Canada.

• How did the entrepreneurs turn things around after facing financial constraints and customer dissatisfaction?

  The entrepreneurs turned things around by listening to customer feedback, creating a cooling weighted blanket based on customer input, and making strategic decisions to remain bootstrapped and retain 100% ownership.

• What challenges did the entrepreneurs face in building their business?

  The entrepreneurs faced challenges such as initial financial constraints, inventory forecasting issues leading to zero sales, doubt and uncertainty during challenging times, and struggles with bootstrapping the business.

• 00:00 Aaron and Leor turned a small investment into a multi-million dollar business, facing challenges and setbacks along the way. They hustled to build an online business after realizing a bigger opportunity, working on their venture while holding down full-time jobs.
• 02:13 Two entrepreneurs experience initial success with weighted blankets but struggle with inventory and seasonal sales, leading to doubt and uncertainty about their business.
• 04:16 Two entrepreneurs faced financial constraints and customer dissatisfaction but turned things around by listening to customer feedback and creating a cooling weighted blanket that led to their breakthrough in business.
• 06:18 Two entrepreneurs raise over one million dollars on Kickstarter, gain viral attention on TV, and continue success by reinvesting and launching new products based on customer feedback.
• 08:36 Two entrepreneurs doubled their business, launched a mattress in a box, and sold their company to the largest sleep company in Canada after creating a community of super fans through customer conversations and pop-up stores.
• 10:57 Storytelling is crucial in marketing, connecting with customers emotionally and sharing the journey builds a brand. The internet has leveled the playing field for small businesses.