By the time Gefen Skolnick finished college she had already dipped her toes into the world of venture capital, and was well on her way to a tech career in Silicon Valley. But in 2021 she put down the laptop, founded Couplet Coffee, and became an immediately successful CPG entrepreneur. A year later, Couplet is wildly successful in both online DTC and on retail shelves and Gefen is exploring what it means to grow a business intelligently and intentionally, all while having fun and enjoying great coffee.
In this episode of Ecommerce Building Blocks, Jason picks Gefen Skolnick’s brain about why she founded Couplet, how she broke into the saturated coffee market, why package design and inclusivity go hand-in-hand, breaking into wholesale, and tips for founders who are looking for creative ways to self-fund. The most important takeaway from this wide-ranging interview is that Gefen figured out early on how to think in ways that work for her business. She asks a lot of questions, gathers tons of information, and then makes decisions for what works best for her bottom line. Listen ahead for inspiration and new perspectives on marketing, sales, growth, and more.
Topics Discussed:
-Couplet Coffee’s founding story
-Breaking into the saturated world of specialty coffee
-How Gefen decided what kind of product she wanted to sell
-The open space Gefen saw in the coffee market and how she filled it
-Why packaging design is half the battle in some markets
-How taking her time and asking questions influenced Gefen’s business plan
-The way Gefen approaches growth - in advertising budgets, sales, and seeking funding
-How wholesale can stabilize revenue
-Intelligent growth
Gefen's LinkedIn: https://www.linkedin.com/in/gefenskolnick
Gefen's Twitter: https://twitter.com/chiefgayofficer
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