Side Hustlers (2024) s02e03 Episode Script

1
♪
EMMA:
I have to say, I found it difficult
to look at the finances.
All the costs that are in here
are probably incorrect.
MERAV:
Um
Yeah.
The feeling that comes to mind
is, like, you know,
embarrassed and terrified.
It's, like, taking us a minute
to understand each other.
And I didn't understand
that what she was asking for was our real,
day-to-day, running-the-business numbers.
First thing that you have to do
is leave your current plan.
Like, literally, you know,
when you do that little Trash.
Like, trash it. And then, empty trash.
Like, I'm not joking.
♪
I don't know, I feel like
blowing smoke up your ass and saying,
"Yeah, let's go out
and raise a million dollars,"
it's like, that is not the answer here.
But I think, right now, we need to look at
what is the business actually doing
and how much are you guys spending
to do that business,
because that's reality.
-STACY: Yes.
-That's, like, where we are.
We're not bringing in the type of revenue
that we wanted to during this season.
-I called
-Remind me how much
-you guys have spent so far.
-MERAV: About 300.
300 grand.
And do you guys have debts now?
-Yes.
-Yes.
Totaling
Sixty-two.
-Thousand.
-Yes.
And now we are almost out of money.
EMMA:
I'm starting to get
a much better understanding
of where All Better Co. is actually at.
And as it turns out,
their sales really haven't materialized
as they've planned for this year,
which is putting
so much stress on them
and so much stress on the partnership.
They need to get serious and bring me
a plan that's viable and maybe scalable.
They need to show me
that they're worth my time and money,
and right now, they just are not.
Let's work on a new forecast.
Let's be rooted in the reality
of the business,
and then you're gonna be able
to take leaps forward
because when you're, like,
tracking against this,
everything feels like a failure.
And we don't want to be there.
We actually want
to be, like, going,
"We're moving forward."
That sounds lovely.
It will be lovely if you two
choose for it to be that way.
And so, let's try to orientate ourselves
around doing the things that are real.
First thing is that
we can start working on
what needs to be solved
with branding and with product packaging,
because I really, really, really think
that there's something in there.
Because right now it's like
you're talking a lot about first aid,
but actually what you're delivering on
is, like, bug spray
-and do you know and-and so
-Yeah.
I feel like either you've got
to present what you're talking about
or you've got to talk about
what you're doing.
It's difficult to do
the two things at once
-Yes.
-and be successful.
We don't want to be the bug company.
-No.
-Like, this is where we
Again, this is
-It's just where it happened to start.
-That's right.
I believe in the mission, and I actually
feel there's a real market for it.
Like, plant-powered first aid
made for you and your family,
it's just like, i-it just makes sense.
So let's think about communicating that
first and foremost,
so that when I look at this packaging,
that's what comes through.
I understand the product,
and I know the brand ethos.
That's all you have to solve for
in packaging.
And we can probably work with
a little bit of the $15,000 fund money
to try and start getting
some of that thinking going.
We will take your advice.
-Let's do that.
-I love it.
We're gonna be trucking. Moving forward.
-Yeah. Okay.
-I love it.
I'm-a bring that heat ♪
I'm a bring that,
I'm-a bring that heat ♪
I'm-a bring that heat ♪
I'm-a bring that,
I'm-a bring that heat. ♪
Hey, Mom.
GLORIA'S MOM (over phone):
Hello, Gloria.
-How are you?
-Good.
My mom and dad, who actually
are my aunt and her husband,
they've given me opportunities in life,
they've taken care of me,
and I'm very fortunate
that this is my life.
I told you about this opportunity
that I was presented with,
an opportunity for Gloria's Shito.
I am being mentored
by two amazing businesswomen
-to help bring Glor
-Wow.
-Yeah.
-Congratulations.
Yes, Ma.
-Yeah, that's the hope.
-(both laugh)
That's the hope, that I will quit,
uh, my day job.
If Gloria Shito is a successful business,
look at all the people
we can help in Ghana.
-Yes. Yes, I know that. I know
-We can build, like, vocational schools.
My parents have given me so much love,
and it's not for nothing.
I have the potential to impact the world.
I feel like I'm in this pressure cooker,
and I'm worried that I could fail.
-With God, everything is possible.
-Amen.
All right. I love you, Mom.
I'll keep you posted.
-Love you. Mwah. Love you so much.
-Mwah.
-I love you more. I love you more.
-Love you more. (chuckles)
♪
STACY:
What are your thoughts?
Um
I know, it's a loaded question.
Nothing that was said was wrong.
Yeah.
To receive feedback
from Emma that says,
"Let's just rip up what you have
because it's not working," um, is scary.
There was a point in the conversation
where I feel like
some of the wind
was being taken out of my sails.
It was like she was
-she was, like, direct.
-Mm-hmm.
-And I know you like that.
-I do.
You like that. She was like
You're like, "Talk to me more."
"Tell me all the things
we're doing wrong, please."
STACY: Clearly, in the short time
we've known Emma,
she's not the kind of person
that's gonna say things just to say things
-and make you feel good.
-Right.
I mean, it's something
that we've been waiting for.
I've been waiting for somebody
to be honest
and straightforward
and to point out those blind spots
that we inevitably have.
I needed to hear that she
when she said,
"There's no doubt
that this is a good idea
-Yeah.
-and it's a winner."
And I'm so happy.
It's like the halftime speech
from the coach that believes in you
and is like, "You got this.
"Maybe you didn't have it all
in the first half,
"but we're gonna, as a team,
get through the second half
and you're gonna come out on top."
It's overwhelming
and it can feel stressful, but I'm excited
to get to work.
You ain't never seen it done like this ♪
Done like this ♪
Done like this ♪
FAY:
Ashley's been giving us a lot of feedback
on how we're so much more
than an alcohol replacement.
-ASHLEY: Hi.
-Hi.
(laughs)
How are you?
Ultimately, I think what Ashley
is making Bonbuz do
is think really critically about
how we market to people.
Being a solo founder,
I can get really heady
and create friction,
so I'm just wanting to learn.
Since we last met, I've just been trying
to, like, really take on the feedback
and figure out how to incorporate it.
You know, from a content standpoint,
how do we tap into,
kind of, different content creators
and influencers
that speak to a different audience,
-you know?
-Mm-hmm.
But also, just, like,
broadening your demographic
and who you're really reaching out to,
'cause it's, like,
your social media
is so geared towards Gen Z,
you've really pigeonholed yourself
into that demographic
-Yeah.
-age-wise, and I think
moms will want to drink it
because they don't want to drink anymore,
because they're realizing, like,
"Maybe this isn't great for my body."
The millennials are going to
want to drink it because
they're on the move, they're on the grind.
They're trying to figure out,
you know, what are their next steps,
and they need that energy.
They need something that's going to
help them function.
Your demographic is pretty wide.
Segment and plan out like
a social plan,
and maybe you hire micro-influencers.
I'm speaking with a scientist.
That could be a really interesting
sort of engagement for us.
We need layman terms.
-Totally.
-I need somebody to be like,
this is what it's doing to your brain,
to your body, to your energy.
And I'm like, yep, then I would drink it.
It's the education. It's always the origin
story and it's always the education.
So, I think it's interesting
'cause, obviously, like
-I know, 'cause you're in two lanes.
-our origin Yeah.
You are really in two lanes,
and that's another thing.
It's like, how do you market
when you're in you're in energy
and non alc,
which sometimes can feel really confusing.
Try to pick a lane.
You don't want people to look at Bonbuz
and say, "Is it a non alc?
Is it an energy drink?
Is it a functional drink? What is it?"
You want them to know right away
and not do any of the guessing.
And especially for Fay,
this is her freshman product.
We need to make sure that
when she gets her customer,
they come and they stick
and they keep coming back.
I think it would be really interesting
to see what happens if we put
all the top drinks with Bonbuz
to see, in real time, what people
really are gravitating towards and why.
I want you to do a blind focus group.
♪
Do you feel comfortable doing that?
So this is going to be
amongst other brands in
-I would like it to be.
-Okay.
I wasn't expecting this,
but I'm just going with it.
I'm not going to
talk about our competitors.
I'm not going to talk about it.
There's no competition.
We'll see. We'll see what we can pull off.
♪
Oh, hi!
-Hi, ladies. How are you doing?
-Hello, it's so nice to see you.
EMMA:
It's so Mwah.
It's so good to see you. Come on in.
These are for you.
Honestly, these are my favorite
meetings to have.
Looks so nice when you've
got all the cookies together like this.
TANIA:
Thank you.
That's how we ship them in our 12-packs.
Oh, is it?
I want the full update.
The full update.
What have you been
working on the whole week?
We are working with a couple
of different co-packers
with different machinery to
see what creates the best product
-at the best price.
-Got it. Okay.
Every co-packer that we're
working with has a capacity to do
over 100,000 units per week.
-Wha-wha!
-So we're making sure that,
whoever we go with,
-we can stick with them for the long run.
-That's really smart.
One of the big conversations
I want to dig into with you two today
is really around the product pipeline
because I keep thinking about the fact
there's only three SKUs, right?
And I'm like, there's so much
work to be done there
that it's just like the obvious way
'cause once you've got a retailer that
really believe in what you're doing,
going from three to six SKUs
is just a no-brainer and
you'll do double the business.
So today, the only one of these retailers
that you exist in is Erewhon.
You've got the specialty stores.
If you look at where you are
right now, right, all of these
are relatively small chains.
And at the top is where you start
to get a little bit of scale.
Work on that pipeline of next retailers.
Our product development plan
can change slightly
based on how our retailer meetings go,
how our co-packer runs go.
This week we're going
to our co-packer to do another test,
running our cookies
through their machines.
We are extremely nervous.
It feels like the most high stakes run
that we've done so far.
What about from a marketing point of view?
Have you guys had any thoughts
around what you could do to amplify?
Right now, we are not putting
much money into marketing.
And the marketing
that we do is typically online,
-and it really funnels to our website.
-Yes.
I would really think about,
as you're going into these new stores,
trying to broker those partnerships,
so that there's a little bit
of marketing weaved in,
or at least you understand
all of the opportunities,
-so that you can pay to play
within those stores.
-Okay.
Because again, you-you
there is no second chance.
You cannot mess up, you can't not deliver.
We have one shot at these stores, so
You really do, you really do,
because your reputation is everything.
So I really want you guys to go into those
relationships with your eyes wide open.
Why are you running away,
running away, running away ♪
Why don't you just stay? ♪
-STACY: Felix? The smaller suitcase.
-FELIX: Yes.
-Right here?
-RYAN: That's yours.
Why don't you just stay? ♪
Wait, and then for suitcases,
I'm taking ours. Right?
No. (stammers)
Yes. Oh, I got to get that down.
-Please don't play with that.
-Dad, I'm putting the key right here.
STACY:
Ryan is taking our three kids
on vacation to Montreal and I'm not going.
The only French words
I know are "oui-oui" and "ha ha."
Okay. I need to keep moving.
I need to keep moving.
After the last meeting with Emma,
there is a lot of work to be done.
This was a really hard choice to make,
but there's no question in my mind
that staying behind
and taking in all of the things
that are gonna happen for all better,
it's just the right choice
for my business.
Everyone is traveling
with their own luggage.
Everyone's responsible
for getting their own luggage.
-FELIX: Why aren't you going?
-STACY: Why aren't I going?
-RYAN: She's got work.
-Are you gonna miss me?
-CHILDREN: Yeah.
-It's gonna be tough.
This is the life of a female
working mom entrepreneur.
We are building this for our families,
and we're building it
in front of their eyes.
MERAV:
We have to feel this sense of obligation
and responsibility
because this is part of our legacy.
And I just think we need that win.
STACY: What else do you need
to do tonight? Why don't you go
take care of your nighttime routine?
Do all that stuff
right now, and then we'll finish up, okay?
-I love you.
-Okay, love you.
Give me a kiss.
-It's gonna be great.
-I know.
I know.
-I love you, sweet girl.
-I love you, Mama.
You got me like hell ♪
Yeah, hell yeah ♪
GLORIA: It's going to be
the first time meeting with Emma
since the big pitch.
I'm fighting with impostor syndrome 'cause
I'm meeting with Emma.
-Hi, Emma.
-EMMA: Hi, Gloria. How are you?
-Nice to finally see you again.
-It's so good.
-It's so good to see you again.
How are you?
-Yeah, I'm well.
It was really so nice meeting you.
It was funny,
actually because, you know,
as soon as we both tasted it,
we kind of looked at each other
and we were like,
"This is really, really good."
And then we started speaking to you,
and you presented so beautifully.
So, yeah, we couldn't agree,
so we agreed to get together.
But we've gone through at least
half a jar in my house, which is crazy.
The one thing that I was thinking about
was that you label this
"medium." I'm a spicy per
Like, I love spice, but do you think
for the American market
that medium is right here?
'Cause people in my house
are like, "Whoa!"
And I was like, "Okay, guys, calm down,"
but they were all really shocked.
So this third production batch,
I corrected it,
and so the level of heat
-will be a true medium and
-Oh, you think so?
-Yeah.
-And where do you feel like
you're going to go next?
Because I feel like
what I can really help you with
-is trying to take this to the next level.
-Mm-hmm.
-Absolutely.
-So have you ever had any conversations
with any distributors
or directly with any
of the big retailers, for example?
Um, so in the very, very early stages,
-um, Trader Joe's approached me, um
-Oh, great, I love Trader Joe's.
They said they were interested.
However, it didn't pan out.
Uh, challenge at that time
was that I didn't have a mass producer.
So that's why it's really important
at this stage of a business
-like this to have
all your ducks in a row.
-Yeah.
-And by that, I mean to be ready, right?
-Mm-hmm.
And so one of the things
that I want to help you with
is business readiness, like,
-how do we get you in a position
-Yeah, yeah.
that when those opportunities
come along,
you're ticked and tied and ready to go?
It's really important to, like, figure out
-that relationship with your co-packer.
-Mm-hmm.
So that we know, like,
are these the people to scale with,
or do you need to move on from them?
Getting into grocery,
there's so much competition.
You can't get a meeting
directly with a buyer.
And even if you can, they want you
to go directly through their distributors.
And right now, Gloria has
no experience with that whatsoever.
And she's pretty timid.
And she's gonna have to reach out
and ask for a lot of help
and trust a lot of partners
to make the vision
of scaling this brand a reality.
And I need to see that from her, that
she can go and push that over the line.
What I keep going back to and
what I keep thinking about is your job.
Are you worried about that?
Just feels like you have such a big role.
And there seems to me, like, I just sense
some kind of trepidation in you.
I'm only worried about, about my job
because I don't know
what the future holds.
The uncertainty of, like,
building my brand.
Are you worried that they find out?
No one has brought it to my attention.
I haven't told them about it,
so I don't know.
I have tried
very hard not to ever
bring it up to my employer,
but I shouldn't be sneaking around.
I need to not feel like I have
to hide what I'm doing.
But I'm concerned
that they might not think
I'm taking my daytime job
as seriously as I ta
I take my side hustle.
I'm always, like, get ahead of any issues
that might be coming down
the pipeline, you know,
but just, like, take the weight
off your shoulders a little bit.
Me and my crew,
although we made it back ♪
We on top, we keep on pushing ♪
Bottoms are raising, we don't stop ♪
No one can replicate the magic
that we unlock ♪
'Cause we on top. ♪
FAY:
I'm kind of an extremist
with everything I do, whether that's
partying, drinking, working.
I am learning to look after myself more.
I know I need to move my body,
work out in the mornings,
or the day is just not right.
There's a part of me,
I don't know if it's being a woman
or part of, like, my cultural background,
but I never feel
like I'm doing enough.
I just feel like I'm trying
to be a good daughter,
a good sister,
and then trying to grow a company
and get Ashley to invest in it.
I am feeling pressure
because there's so much at stake
for Bonbuz.
Fortunately, I love competition.
And I'm gonna win over Ashley.
♪
Have you noticed
that work has been picking up?
Yeah. It's the worst timing for it.
TANIA: I feel like
for a while, things were kind of steady
and it was like, "Okay,
you know, get it to me in a week or"
And now I feel like everyone's like,
"I need this immediately."
I really want to not be a lawyer anymore.
(laughs) I know, me, too.
-I feel like that would solve
a lot of problems.
-Me, too.
I mean, that's the goal, right?
Like, that's what we're working towards.
That's been the goal
since we started Brune.
We have office stuff, which I thought
we were gonna be fine doing next week,
but I think we actually have
to get it done this weekend.
We have to go to the commercial kitchen.
We need to do the distributor drop.
We have to package all the orders,
and we have the co-packer test run
on Wednesday.
-Oh, my gosh.
-And we have to leave.
They have to get our ingredients
in the day before.
We need to get there on Tuesday,
like, during business hours.
That's gonna be cra
I don't even know how we're gonna
be able to do that.
-I also
-We have to take off Tuesday.
(sighs) We told our boss
we're taking off Wednesday only.
That's scary.
TANIA:
Our co-packer run is in Las Vegas.
At this point,
we're juggling our day jobs.
We're trying to help each other make sure
that all of our legal work gets done.
We're spending so much time in the
business, really getting our hands dirty.
TANIA: It's like, oh, my goodness,
there's so much happening at once.
There's so much to do.
This is what life has become for us.
(both laughing)
TANIA:
I feel like every time there's one thing
-that's not right.
-JAHAN: Yeah.
The dough doesn't come out
in an efficient way,
or it gets, like, distorted
by the way that it's cut.
-Yeah.
-Or it bakes kind of funny.
So we still have to hit,
you know, that sweet spot.
I'm really nervous.
I know. I feel like I'm gonna be
really disappointed if it doesn't work.
♪
Market research can be really expensive
and not a top priority,
especially for a new business.
But the information is invaluable.
With the help of Ally, our side hustlers
should take a look
at who their targeted audience is
and how they're reacting to their product.
We are with Ally's Innovation Hub.
We're excited to bring
the way that we work,
understanding consumers, to you today.
We want to do everything we can
to help you ask questions
you may not have considered.
And we actually have done
some pre-research for you all.
We've got some videos for you to watch.
And then we also have
some hard survey feedback as well.
I was not expecting to have
a whole research team
do analysis on Bonbuz
and get, like, a 250-person survey,
so I'm definitely feeling intimidated.
SHARLA:
We shared with these individuals
your website
and let them essentially drive.
WOMAN (on video):
Let's have a look here.
Oh, cookies. Paleo, gluten-free, vegan.
That's kind of nice to see that
they're kind of catering to certain diets.
MAN (on video):
Gloria's Shito.
I really like that the pictures
are very vivid
and appetizing looking.
It's only that one product. Okay.
Would have expected
more products than just
the one chili oil.
GLORIA:
Only had the one product on the website.
They would have liked a variety
of options to choose from.
Just having one product on the shelf,
nobody's going to take me seriously.
I need to come up with additional SKUs.
I need to create a brand landscape
in terms of my product offerings.
The All Better Company.
I do believe that I've seen
this, uh, before.
It looks like a lot of skincare,
maybe not as much first aid,
but it looks like
it's mostly just anti-itch.
I typically do buy the Band-Aid brand.
I do buy Neosporin as a brand name.
We're a first aid brand
and it's really clear
that for a lot of people,
when they think of first aid,
they think of acute emergency,
-gauze and blood.
-MERAV: Right.
STACY: How are we gonna
educate the consumer?
And the first point of touch
outside of being in store is our website.
The thought process of, like,
is that good for my body
is just not there, right?
Like, the way that we're talking
about building the website,
if she had seen the overall mission.
-So we're not just bugs.
-Yeah, because there's no
There's also no conversation
about, like, better ingredients.
Right. So, like, then
so, identifying the enemy
-and then the product.
-Yes.
And the products can live
within that space, but
Yeah. The value proposition.
-It's the value proposition, the why.
-Yeah. Yeah.
"This product is so much 'free' that
I can't imagine it actually tasting good."
The feedback that we've gotten
is pretty consistent
with what we thought people would think
about Brune.
TANIA:
We need to really think about
how we communicate that Brune tastes good
to people that can't taste it.
♪
FAY:
There's always unhelpful feedback,
you know, it's like,
"Bonbuz is a dumb name."
Like
FAY: It is a bit frustrating
when you're hearing
the negative feedback.
People are candid
when they're on the keyboard
and there's no one there
that they're talking to.
But I think sometimes
there can be truth even if they don't
articulate it in the kindest way.
FAY:
Bonbuz is a brilliant name.
Tell me another six-letter word
that you can own that isn't already taken.
I'll wait.
Bonbuz as a brand was designed
to turn alcohol-free on its head
and make it so fun and playful.
Like a sober community.
That approach doesn't land.
ASHLEY: I'm sure as you were listening
to some of that feedback,
you were thinking of some questions,
which, that's great because
you all are gonna get to go out
and actually talk to consumers
and interview people yourselves.
GLORIA:
Right now?
(laughing)
TANIA:
Let's go.
We've made mistakes, but we're learning
from them and we're growing from them.
We need to be able to get
All Better Co. to the next level.
This is an incredible opportunity
and you don't want to blow it.
♪
I'm really, really good
at handling my business ♪
I hustle harder than the rest,
God is my witness ♪
I've never just went up to random people
in the street and asked them questions.
-Me neither.
-It's gonna be a little awkward.
TANIA: We are on Abbot Kinney in Venice
asking people their thoughts
about, you know, gluten-free,
vegan or "healthy" items,
and what they think about
our cookie flavors.
Gloria's not here yet, right?
-She's coming later.
-Yeah. She's coming later.
It would be fun to,
to do this with her, too.
I know.
♪
STACY:
We're gonna start talking to people first.
The main goal for us is, like,
how do people define
and think of first aid and then,
ultimately, what products
they associate with that category.
Having the opportunity
to hit the streets and talk to people
is like a dream come true.
-For one of us.
-(laughs)
She's better at it than I am.
Hi. Would you guys be open
to taking a quick survey?
(chuckling)
Would you guys be open to taking
a quick survey about cookies?
Damn.
Hello.
It's a little harder than anticipated.
I wish we had cookies.
I wish we had cookies.
-Me, too.
-We need to bring cookies.
We need to see someone
that walks out with an Erewhon bag.
-Yes. That would be our target customer.
-(laughs)
We usually sample our cookies
in a grocery store.
Our cookies need to be
temperature-controlled,
and we needed to make sure
that they were not out in the heat.
-Hey.
-Hey.
If I say "first aid,"
like, what comes to mind?
Bandages, uh, Band-Aids, uh, ice pack,
medicine.
STACY:
We're thinking about products. We also
We put bugs into that category.
-Bug bites.
-Mm-hmm.
When we say the term "first aid"
or "first aid kit," what comes to mind?
Band-Aids. Um
Maybe, like, some sanitizing wipes.
STACY:
Sunburns, cuts.
There's a little bit of consumer education
that needs to happen
when they think about first aid.
It's not bugs.
-It's not bugs, as it turns out.
-(laughing)
-It turns out it's not bugs.
-Wah-wah. (chuckles)
Are you open to taking a survey
about cookies?
Absolutely.
-Awesome.
-Amazing. (laughing)
-Are you kidding me?
Absolutely. Who doesn't love cookies?
Come on, now.
We actually have a cookie brand,
so we have some questions to ask you.
-Beautiful. Let's get after it.
-(chuckles)
If you hear
that these desserts are healthy,
how does that make you feel?
Uh, yes, please.
-Yes?
-Okay, so you hear something
like "gluten-free" or "vegan"
-and you still want to buy the cookie?
-Yeah.
-Mm-hmm.
-Can I ask you about
a few flavors and see
-which ones you'd say are your favorites?
-Yeah.
Oh, man. Okay.
You know what, oatmeal raisin.
-Okay.
-It's a it's an
it's an underrated classic.
We're gonna read you a couple of flavors
and would love for you
to rank them in terms of what you
would pick up first at the grocery store.
-Chocolate fudge first.
-Ooh.
-Okay.
-Yes.
-(man laughs)
I'd probably go with the oatmeal raisin.
-TANIA: Oh!
-Okay, that's great.
TANIA: The responses have been
pretty great so far.
A lot of people actually liked
oatmeal raisin,
-which is our newest product
in development.
-(laughs)
-Hi!
-Hi!
-There she is!
Hi, Gloria!
I had to be at work, but
I am fortunate that I can still go
and still talk to people on the streets.
Tell me what comes to your mind
when I tell you "West African cuisine."
What do you think of?
(laughs)
That's a tough question.
-Right?
-I've never been there.
-You've never been there?
-No.
And you've never tried anything
from West Africa?
-No. No.
-No?
To be honest,
I never tried African cuisine.
Okay.
-I'm really open
for trying the new things.
-Okay.
All right, so what are you
aiming to, like, find out?
Would they pick up Bonbuz off the shelf?
Whether people have tried
alcohol replacements
but, also, is it clear what it is?
You lived in Ghana!
When you were in Ghana,
what was your favorite food?
-Jollof rice.
-100%.
And what condiment would you eat it with?
Uh, I don't know what it's called,
but it's some kind of, like,
uh, pepper and fish sauce.
-Shito. Right?
-Yes.
Oh, yeah, shito.
I-I know how you how you spell it,
-but I don't know how you pronounce it.
-Yeah. Would you want to be able
to go to the store and buy shito?
Yeah.
(laughs)
-No way. That's actually so cool.
-Would you Yeah?
-JAHAN: Yeah.
-Yeah?
This feedback just proves to me
and confirms
that there needs to be accessibility.
The people want shito.
There is interest.
Currently they have zero access.
-Yeah.
-Yeah. Everyone so far has said
that they'd want to try West African food
-and they'd want to try
your products, so
-Yeah.
It's telling me
I should keep marching forward.
-(laughs)
-Yes.
What do you think when you see this can?
-Like, what does it make you feel?
-"Functional fizz."
This an energy drink?
"A social tonic. Adaptogen."
So is it boozy?
I don't know what "nootropios" is.
-Okay. Nootropics. Yeah.
-Nootropics.
If I read "Tomorrow Things"
and "Bad Enough Already,"
I would think that these are bad for me.
I'm, like, not feeling great.
May as well feel worse.
You're hoping that things land,
'cause we don't have the marketing budgets
that these massive drinks companies have
to do the market research.
So, with the front, like,
-where it says
"nootropics and adaptogens"
-Yeah.
does that mean anything to you?
-I had no idea what nootropics was.
-Okay. Cool.
I think, like, a brief about, like,
what that means would be good.
FAY:
So, when I show you these cans,
what does it make you feel?
I'm gonna be completely honest.
This is just, like, another
"fake thing"
that's full of sugar and caffeine.
That's what it tells you?
Yeah, yeah. Like,
"functional fizz" and "buzz" is like,
this doesn't make me feel healthy.
This just is, like,
another spin-off of like, uh,
a Red Bull or, uh, caffeine.
Oh, no, no.
That's definitely not Bonbuz.
This guy is
a man of many words.
I need something
that's gonna catch my eye and say, "Okay."
The way it looks,
it doesn't feel healthy to me.
FAY:
He is
really hammering
on what the brand should be.
I hope this is not your brand,
'cause, like, she's just gonna be, like
This is my brand.
♪
I hope this is not your brand,
'cause, like, she's just gonna be, like
This is my brand.
It's interesting, 'cause we are
a healthy alternative,
but we're alcohol-free.
-Buzz without the booze, essentially.
-Okay, I get ya.
FAY:
It feels a little frustrating, because
people are getting confused
as to what the priority is
in the messaging.
I didn't
get that people would think
it would be so, like, unhealthy.
Bonbuz is my baby,
and I need to, like, be open to feedback
and be open to adapting
my company.
We can make this a lot cleaner,
a lot more simple
and a lot more impactful.
I'm ready to evolve the brand
and make it better.
We've got a lot of work to do,
but it's what we need to do.
♪
Whoa ♪
Whoa ♪
Whoa. ♪
So, you could not make this stuff up.
Um, my family is gone.
If you look behind me,
see
Oh, yeah, there's a leak in my house.
I just want to acknowledge
just, like, a lot of life has happened
in the last weeks.
This is
my beautiful front yard.
Our entire front yard is flooded.
In nine years, nothing like this
has ever happened to us.
Thank God that we had that emergency fund
from Ally because
this just hit us in a really, really
massive way with an unexpected cost.
So this is helping us
breathe a little bit.
Hopefully tomorrow, this goes back
to a little bit more normal.
What is normal?
I'm rolling deep into the sunset ♪
We are packing up the car,
getting ready to go to Vegas
for our first co-packer run of the month.
Sunset ♪
TANIA: The co-packing facilities
that we've been working with
every time we go,
it's a little bit more successful.
But at some point, they need
to give you a production approval
to be able
to make very large-scale quantities.
So that's something
we haven't gotten before.
We have our emotional support crew
back here.
-(whooping) Go, Brune!
-(Tania and Jahan laughing)
JAHAN:
Four and a half hours to go.
I'm really, really excited, and I don't
want to get ahead of myself, though.
We, unfortunately, have gone out of stock
at some of our retailers.
And it is increasing the pressure
even more
to make sure that our co-packer run works.
♪
We're here at the co-packer facility,
and it's go time.
Okay. (grunts)
This is 55 pounds
-of tapioca flour.
-Tapioca.
JAHAN: We hope that this is the one
that gets us that final approval,
and then we can say
that we are fully ready to produce
our chocolate chip cookie at our scale.
Okay, then maybe let's put one
in the fridge and one at warehouse temp.
I got the right moves ♪
I got the right step ♪
The world in the palm of my hand,
I'm in my zone ♪
I'm in my zone. ♪
GLORIA:
After my meeting with Emma,
I need to be retail-ready,
and what that means is,
forming partnerships with distributors.
My current manufacturer
their capabilities are not there when
thinking to go national distribution.
And I am concerned
that I won't be able to find one
in the short amount of time I have.
I cannot find a manufacturer
who can help me scale
and produce high minimum-quantity orders,
then retailers don't want to work with me.
What comes first?
Is it the chicken or the egg?
'Cause I'm trying
to do the impossible here.
♪
Huh ♪
So watch me while I work, huh ♪
-EMMA: Hey.
-Yeah?
Hey, babe. Have we heard anything
from Tania and Jahan?
Not yet.
Do you want me to get them on the line?
I would love you to get them on the line.
-Let's have a catch-up with those two.
-All right.
-We need to know what's happening.
-(laughs)
-Here you go.
-(line ringing)
-Love you for that.
-All right.
-TANIA: Hello?
-Oh, hello. Is that Tania and Jahan?
-TANIA: Yes.
-JAHAN: Yes.
-It's Emma Grede.
How are you guys? How's Vegas?
TANIA:
So, um
Um
EMMA:
Uh-oh. Is something wrong?
-TANIA: We have good news for you.
-You do?
TANIA:
It took a little bit of tweaking,
but we got approved
to run our chocolate chip cookie
on a full production run at scale.
Yes!
I love it. That's so great.
That's so great.
I was not expecting that this quickly.
TANIA: And we tasted it,
and we tried it, and it's beautiful,
and it tastes delicious,
and we're really, really
Oh, my God. All of the things.
Unbelievable. You two are brilliant.
That's such positive news.
I cannot even tell you.
Our co-packer run worked.
That means that we're starting
conversations with big national retailers.
This is such a win.
So what does this mean
in terms of numbers?
TANIA: We basically got cleared to go
to a full production run
with this flavor, which we were planning
on doing between ten and 30,000 units.
That sounds amazing.
Who you choose as your partners
in the early stages
of your business journey
is such a key consideration
for any founder.
Tania and Jahan are really focused
on exactly the right thing right now.
These girls completely have their eye
on the prize.
I'm so happy to speak to you both, and
you know where I am if you need anything.
-JAHAN: Thank you so much.
-TANIA: Thank you so much.
Congratulations, you two. Well done.
JAHAN:
This is life-changing
for us and for Brune.
And all we need now is that extra push
from Emma to make sure
that we have the funding
to take Brune to the next level.
Can't stop 'till I get enough,
one touch and feelin' the buzz ♪
That give me such a rush ♪
-And never, ever givin' up ♪
-Wow. ♪
-Hi.
-Hey, Fay.
-What took you so long?
-I don't know. Traffic.
-(laughing)
-So glad you're here.
Nice to see you.
FAY:
Dr. Buz is our
formulation scientist.
He and I have been working together
for about two years.
-Cheers.
-Cheers! Cheers!
I'm so excited for the new formulations,
for the new spirits.
Ashley doesn't think that the education
that we've been doing so far is
landing in the way that we need it to.
I want Dr. Buz as the face
of Bonbuz because
no one's really validated the science.
So there's a few things
that I wanted to chat about with you.
Um, to really speak
to sort of the science behind adaptogens
and the other ingredients.
We're trying to get people to understand
how these ingredients work,
and that requires a level of education
that we haven't necessarily
been pushing out.
And part of the feedback
from, you know, Ashley
is the education is so important.
Yeah. So, you have to think about
how you're going to do that then.
You're going to do it on TikTok.
-Oh, I see. Okay.
-(laughing)
Talk about adaptogens.
Well, then, um, yeah, I can bring that up.
How do you think
you would explain adaptogens?
In terms of mood-altering?
It is really a metabolic interaction.
-It's really a classification.
-Mm-hmm.
-That's how it's defined.
-Exactly.
A classification of materials
that can cause
certain kinds of biological changes.
It's like stimulation with benefits.
Are we a functional drink,
or are we a non-alc drink more?
You know, like, where do we?
Uh, you don't have to have either-or.
People "either-or" things all the time,
and they don't realize
there's an "and" possibility.
So you can be functional
and still get a buzz.
Yeah.
I'm feeling a bit confused.
(laughs) I'm not really sure
what direction to go in.
Being non-alc doesn't necessarily
feel restrictive,
but we want to grow.
I don't like not having answers,
and I'm just feeling like I don't
really know what the best route is.
Say ♪
Say, I dare you to say I can't do it ♪
It only makes me want it more ♪
Say it! ♪
I'm really excited that this could happen.
-Oh.
-Oh. We are, too.
-How's everything going?
-Just been madness.
I just feel like if I wasn't working
on my day job,
I would have so much time
to do all the things
-I have to do for Gloria Shito.
-Yeah.
Like, I have orders
that have sat for a week,
and I'm like,
"I need to get this order out."
-Yeah.
-Oh, we feel you on all of this.
We've been sending a lot
of apology emails.
-Love it. Love it.
-JAHAN: Discount codes, you know?
Like you said,
juggling all of these different things.
-Yeah.
-And telling ourselves,
"This is temporary,
and this is what we need to do
to get Brune to where we want it to be."
TANIA:
Are you self-distributing right now?
-Currently self-distributing.
-TANIA: Okay.
-So you have good margins?
-Exactly.
The distributor-brand relationship
is typically one of the most difficult.
Some of the bigger retail chains
only work with one distributor.
Like, let's say you're at the store,
and you look at someone's price tag.
It actually says their distributor on it.
-Oh, it does?
-Yeah.
-Okay.
-Find a distributor, go to the store.
-Yeah.
-See if you see them
on the shelves anywhere.
-Okay.
-Who do they work with?
-Do you know those people?
-Yeah.
That's a good tip.
It feels really good to be able
to share some advice
because it's a sisterhood.
You want to support one another.
You want to
see other people succeed.
This process is another whole job.
-(laughing) Yeah.
-On top of my day job
and my side hustles.
We actually told our boss
about our business.
-You did?
-Yeah.
And how did they respond to that?
-JAHAN: Pretty well, surprisingly.
-TANIA: Yeah.
I think she didn't understand
the magnitude
of the business
and what we're trying to do with it.
-Right.
-And that it might mean
that we go full-time on Brune,
so she's supportive so far.
Okay. Emma?
That was one of the things
that she said was to tell my employer
that I have this business.
I think I have to bring it up
at some point.
From a legal perspective,
you should also look
-at your employee handbook.
-Yeah.
And, like, the policies
that you have in place
and make sure that you are, you know
-Yeah.
-doing everything above board.
-Yeah.
-JAHAN: Yeah.
GLORIA:
I just don't want
to give my employer
any ounce of reason
to not think
that I am committed to my job.
I've gotten fired from my job before.
It was a tough financial struggle.
I don't want that to happen again.
I just I'm so worried
about, like, my
Like, having to be able
to pay for my rent.
-Yeah.
-'Cause my day job
is what affords me a living.
This is just the start,
this is just the start ♪
We've just begun ♪
This is just the start,
this is just the start ♪
We've just begun ♪
This is just the start,
this is just the start ♪
We've just begun ♪
This is just the start,
this is just the start ♪
We've just begun ♪
This is just the start,
this is just the start ♪
We've just begun ♪
This is just the start,
this is just the start ♪
We've just begun ♪
This is just the start,
this is just the start ♪
We've just begun. ♪