Welcome to The Candle Couple Podcast, where we spill the tea on how we scaled our e-commerce brand, Fontana Candle Co., from a basement hobby to a nationally recognized seven figure business. As founders Katie and Eric Roering, we understand the struggles of growing a brand and we're here to share our experience and tips to help you do it too. We've gone from selling candles at craft shows and maker markets to running a successful online business with 11+ employees. This is Season 2, Episode 2: Progress Over Perfection - Launching Your Business with a Minimum Viable Product Are you waiting to launch your business until your products are perfect? Perfection isn't possible (and is truly in the eye of the beholder) and you may just be stifling yourself from trying anything new. We believe in launching with A minimum viable product (MVP). This is a version of a product with just enough features to be usable by early customers who can then provide feedback for future product development. This strategy aims to avoid building products that customers do not want and seeks to maximize information about the customer with the least money spent. This helps us to determine that our formulas are good, without spending too much on expensive custom packaging until we were sure that we were ready. It also helps us to see what will go wrong in manufacturing and fulfillment at scale. You can't test out or anticipate all the things that will go wrong without launching. By incrementally focusing on each stair in front of us, instead of the whole staircase, allowed us to make progress and eventually we had a candle brand that looked good, smelled good, and sold well. IF we would have expected to be perfect right away, we would have given up pretty quickly. We've also learned to block out the unhelpful criticism, and hone in on the feedback that we can use to actually improve our products and our company. Is there a pattern to the feedback you are getting or is it one off? There is actually a joy in the journey of learning and growing. So if you're ready to learn how to grow your own seven figure candle business (or any business for that matter), hit that play button now! Don't forget to like, subscribe, and leave a comment below with your biggest takeaway from this episode. Let's light up those sales together! Timestamps: 0:44 Striving for perfection will stop you from launching 1:25 What is perfection? It is a personal preference 1:55 Minimum Viable Product for feedback 3:40 Testing manufacturing and fulfillment at scale 4:10 Don't go too big too fast 5:00 Our Product Development Team for honest feedback 6:04 MVP for a candle: safe and quality burn 6:40 Pumps/Sprays and other packaging needs to work 8:00 Evaluating feedback for repeated patterns 9:28 Continuous Improvement 11:37 Skip the process? Use a professional co-man 13:13 The joy in the journey of creation 14:25 This podcast is a MVP 15:50 Makers Markets as a market test group 16:30 Customer surveys via email are invaluable Disclaimer: Disclaimer: Everything shared in our videos is from our own personal experience, and is intended for educational and informational purposes only. Always seek legal guidance from a business attorney and certified public accountant. Everyone is responsible for their own business structure and business practices, and we will not be held accountable.
Welcome to The Candle Couple Podcast, where we spill the tea on how we scaled our e-commerce brand, Fontana Candle Co., from a basement hobby to a nationally recognized seven figure business in just 4 years. As founders Katie and Eric Roering, we understand the struggles of growing a brand and we're here to share our experience and tips to help you do it too. We've gone from selling candles at craft shows and maker markets to running a successful online business with 11+ employees supporting not only our family but also 12 others. In this episode, we dive into the nitty gritty of our journey and discuss the importance of focusing on what truly matters in order to scale quickly. Trust us, we've learned this lesson firsthand. Join us as we reflect on the most challenging year yet for our business and share how we pushed through it all. So if you're ready to learn how to grow your own seven figure candle business (or any business for that matter), hit that play button now! Don't forget to like, subscribe, and leave a comment below with your biggest takeaway from this episode. Let's light up those sales together! Timestamps: 1:06 Our business needed us more than we need this podcast 2:40 We moved to a 6500 sq ft facility, doubling our size 4:40 Cash flow got really tight in Q3. Growth consumes cash 8:30 We invested heavily this year and took big risks 9:50 Pros/Cons of using a Co-manufacturer 11:20 The year of custom packaging 12:40 Barriers to entry are low, but now we see how funding truly helps scaling 15:00 You're never off. Losing knowledgeable employees 16:50 Managing a 7 figure candle business: experience matters now 19:50 Should we spend time doing this podcast?! 20:40 Broaden your circle for new ideas and ask for help! 23:00 Data driven decisions 27:00 Focus on quality and building processes 30:00 Goals for 2024 Disclaimer: Everything shared in our videos is from our own personal experience, and is intended for educational and informational purposes only. Always seek legal guidance from a business attorney and certified public accountant. Everyone is responsible for their own business structure and business practices, and we will not be held accountable.
Hi, we’re Katie and Eric Roering; the founders of Fontana Candle Co. In 4 years we took our hobby of making candles in our basement, and selling them at craft shows and makers markets and we turned Fontana into a nationally recognized eCommerce brand. This year we are doing 7 figures of revenue and have 14 employees. So how did we do it? Welcome to The Candle Couple Podcast, where we will share the nitty gritty of scaling our e-commerce brand quickly. We are spilling the tea, so hopefully we can help you scale your brand quickly too. Its the end of June, and our facility is smelling like Fall and Christmas. So why are we starting production for "candle season" so early? We discuss how our peak season is getting earlier and earlier for us, and how with forecasting we know we can't pour everything we need to in October, November, and December. Instead of losing out on sales at our busiest time of year with out of stock scenarios, we are using our cash and excess capacity now- during our slow season. Welcome to Episode 26: Should You Get Ready for Candle Season in June and July?! We are! Timestamps: 00:40 Our peak is getting earlier 1:14 Wholesale is several months ahead 2:25 Pouring Christmas in June: our forecasting 3:27 Mitigating burnout for our team 4:40 This is cash intensive 5:00 Room for storage 5:50 Know your numbers 6:30 Opportunity cost of selling out during high volume seasons 6:50 Were moving in August 7:45 Launching new scents 9:10 Hiring temp staff? 9:50 Protecting our team and company culture 11:19 Opportunities for overtime Disclaimer: Everything shared in our videos is from our own personal experience, and is intended for educational and informational purposes only. Always seek legal guidance from a business attorney and certified public accountant. Everyone is responsible for their own business structure and business practices, and we will not be held accountable. Since we love the companies we talk about so much, we may have an affiliate relationship with them. If you make a purchase through the above links, we may earn a small affiliate commission. There is no additional cost to you.
Hi, we’re Katie and Eric Roering; the founders of Fontana Candle Co. In 4 years we took our hobby of making candles in our basement, and selling them at craft shows and makers markets and we turned Fontana into a nationally recognized eCommerce brand. This year we are doing 7 figures of revenue and have 12 employees. So how did we do it? Welcome to The Candle Couple Podcast, where we will share the nitty gritty of scaling our e-commerce brand quickly. We are spilling the tea, so hopefully we can help you scale your brand quickly too. We avoided selling on Amazon for 5 years and we're talking about why it took us so long to get over our fears and join the platform. We discuss why we finally made the decision to sell on Amazon, working with an Amazon agency, and we talk about how it's going so far. Katie and Eric have different takes on how it's going. If you've been thinking about selling your candles on Amazon, this episode is for you. Welcome to Episode 25: Arguing Over Amazon: Should You Sell Your Candles on Amazon? Timestamps: 00:58 Avoided Amazon for 5 years 1:18 Fear of high return rates 2:00 The convenience factor 2:27 Satisfy the customer 3:30 Our decision to sell on Amazon 4:50 Using an Amazon Agency 6:03 FBA vs FBM: following the chocolate schedule 7:20 Speed of shipping 9:18 Trialing Amazon? The argument 10:24 Eric's take: Amazon is painful 11:02 Our Margin & running ads 13:27 This is an omnichannel world 14:38 We need volume 15:24 Our return rate 17:00 Let's reevaluate 19:40 Reviews are everything Disclaimer: Everything shared in our videos is from our own personal experience, and is intended for educational and informational purposes only. Always seek legal guidance from a business attorney and certified public accountant. Everyone is responsible for their own business structure and business practices, and we will not be held accountable. Since we love the companies we talk about so much, we may have an affiliate relationship with them. If you make a purchase through the above links, we may earn a small affiliate commission. There is no additional cost to you.
Hi, we’re Katie and Eric Roering; the founders of Fontana Candle Co. In 4 years we took our hobby of making candles in our basement, and selling them at craft shows and makers markets and we turned Fontana into a nationally recognized eCommerce brand. This year we are doing 7 figures of revenue and have 12 employees. So how did we do it? Welcome to The Candle Couple Podcast, where we will share the nitty gritty of scaling our e-commerce brand quickly. We are spilling the tea, so hopefully we can help you scale your brand quickly too. Launching new candles is a big part of running a successful candle business. What is the best way to manage these launches? We really streamlined this process in the last year, which now allows us to crank our new scents and products much faster than ever before, using collaboration from our entire team. We attribute having a process and a procedure which allows us to launch new scents several times a month to our engaged and enthusiastic community of customers. This has attributed to our 2x revenue growth YTD 2023, even as the economy is in turmoil. Welcome to Episode 24: The Steps to a Successful New Candle Launch Timestamps: 00:40 From struggling to streamlining the process 1:30 Use Tech to help you 2:00 How do we know when and what to launch? 3:20 Our scent development is complex 4:40 Scent Testing 5:50 Variability in formulation timelines 6:40 Caution when mixing fragrances 7:30 Candle Burn Testing/Wick Testing 9:05 The step you can't skip! 9:50 Building the Bill of Materials (BOM) 10:15 Determining the prices 10:50 Buying raw materials for production 11:05 Marketing: label design, barcodes, product copy 11:40 Start teasing the product 11:50 Label printing & photography 12:20 Professional contractors a key to our success 13:20 Identify a launch date 14:00 You want your customers anticipating the launch 14:20 Klaviyo waiting list 15:15 Using footage from production on Social 15:20 Our launch timelines Resources: The Software We Use: • The Software We U... Disclaimer: Everything shared in our videos is from our own personal experience, and is intended for educational and informational purposes only. Always seek legal guidance from a business attorney and certified public accountant. Everyone is responsible for their own business structure and business practices, and we will not be held accountable. Since we love the companies we talk about so much, we may have an affiliate relationship with them. If you make a purchase through the above links, we may earn a small affiliate commission. There is no additional cost to you.
Hi, we’re Katie and Eric Roering; the founders of Fontana Candle Co. In 4 years we took our hobby of making candles in our basement, and selling them at craft shows and makers markets and we turned Fontana into a nationally recognized eCommerce brand. This year we are doing 7 figures of revenue and have 12 employees. So how did we do it? Welcome to The Candle Couple Podcast, where we will share the nitty gritty of scaling our e-commerce brand quickly. We are spilling the tea, so hopefully we can help you scale your brand quickly too. We just got back from our first vacation in almost 3 years, and were talking about why it took us so long to go away, and how we're feeling about returning. We also discuss burn out, and our goals for the remainder of 2023. Welcome to Episode 23: Real Life: Our First Vacation in 3 Years, and our Business Goals for the Remainder of 2023 Timestamps: 00:42 Still in vacation mode 1:30 Never fully disconnected 2:20 Why we didn't go on vacation for so long 4:46 How has the business affected Eric's family life? 7:40 Course correcting 8:02 Were you burned out? 11:20 Eric's business goals 14:04 Katie's business goals Resources: Visit Gatlinburg, TN: https://www.gatlinburg.com/ Disclaimer: Everything shared in our videos is from our own personal experience, and is intended for educational and informational purposes only. Always seek legal guidance from a business attorney and certified public accountant. Everyone is responsible for their own business structure and business practices, and we will not be held accountable. Since we love the companies we talk about so much, we may have an affiliate relationship with them. If you make a purchase through the above links, we may earn a small affiliate commission. There is no additional cost to you.
Hi, we’re Katie and Eric Roering; the founders of Fontana Candle Co. In 4 years we took our hobby of making candles in our basement, and selling them at craft shows and makers markets and we turned Fontana into a nationally recognized eCommerce brand. This year we are doing 7 figures of revenue and have 12 employees. So how did we do it? Welcome to The Candle Couple Podcast, where we will share the nitty gritty of scaling our e-commerce brand quickly. We are spilling the tea, so hopefully we can help you scale your brand quickly too. Everyone has an opinion, and every follower and customer has a voice now with many avenues to express them on. Social media has erased so many barriers for customers to share their thoughts and feelings with companies. This can be such a positive thing for companies to listen to - you can spot problems and mitigate product and service complaints. However, this can be completely overwhelming and not every piece of feedback has merit, because your customers do not know the inner workings of your business, or even bother to read your business polices. We discuss the issues we receive negative comments for the most, and how we try to respond to mitigate the issue. Welcome to Episode 22: Responding to Negative Customer Feedback Timestamps: 00:50 Katie' struggles with this this most 1:50 Customers are closer than ever to companies 2:30 You hear negative feedback far more than positive feedback 3:30 Managing customer expectations 3:51 Personal opinion vs. a mistake 4:20 Apologizing for mistakes 5:10 Policies: guaranteeing defects 5:50 Policies: dislike of scent 6:20 Scaling customer service for consistency 7:40 Peak times for negative customer feedback 8:30 Policies: Products not arriving in time 10:45 Negative comments on social 11:58 Thank customers for their feedback 12:12 Identify problem SKUs from patterns in feedback 12:58 No knee jerk reactions 13:22 Managing unrealistic expectations 14:58 Customers that don't reach out to customer service for a resolution 16:49 The internet is always on 17:00 Any 3rd party companies that can help with your problem areas? Resources: The Software We Use: https://youtu.be/U1YjZazTJKo Scaling Customer Service: https://youtu.be/gHCb2y9wC00 Disclaimer: Everything shared in our videos is from our own personal experience, and is intended for educational and informational purposes only. Always seek legal guidance from a business attorney and certified public accountant. Everyone is responsible for their own business structure and business practices, and we will not be held accountable. Since we love the companies we talk about so much, we may have an affiliate relationship with them. If you make a purchase through the above links, we may earn a small affiliate commission. There is no additional cost to you.
Welcome to The Candle Couple Podcast, I'm Katie Roering... Eric looks a little different today...He is sitting this episode out because we have a special guest on our podcast today. If you've never gone viral before on social, the allure is there. You think this may be your one big break for your business to really make it. And it really could be. But is going viral once the answer to growing a sustainable business? Today we talk to a master of organic social content, Cameron Broadhurst. Cam has gone viral on TikTok more times than he can probably remember, for the cookie company Taylor Chip, where he is the Creative Director. We have a special relationship with Cam, as he also works on our social team, as one of our independent contractors. He is trying to create our own magic formula to keep our candle company going viral too. Timestamps: 00:49 Cam's background: self taught social media 4:00 Collaborative Content: CEO swap 5:27 Storytelling to grab attention: Cam's viral videos 7:20 Donald the Mailman 8:45 The first video to hit a million views: Jim 10:17 Best performing video 11:00 The barrier to entry to TikTok success is now really high 11:30 Cam's idea for our TikTok 13:49 Our biggest videos 15:00 Responding to comments on Tiktok 15:40 How did the viral videos effect the business? 17:30 Driving conversions from the video views 20:11 Going viral is a good foundation 21:20 Constantly driving traffic: 48-72 hour window 22:45 Cam's favorite platform Resources: Taylor Chip Cookies: https://taylorchip.com/?sscid=51k7_him6l& CEO Swap Video: https://youtu.be/lEXg-6AFjJQ Taylor Chip TikTok: https://www.tiktok.com/@taylorchip Cam's most viewed video: https://www.tiktok.com/@taylorchip/video/7097018511436074286?is_from_webapp=1&sender_device=pc&web_id=7227793734669551147 Donald the Postman video: https://www.tiktok.com/@taylorchip/video/7093994243168963882?is_from_webapp=1&sender_device=pc&web_id=7227793734669551147 The Original Jim video: https://www.tiktok.com/@taylorchip/video/6984927473397959942?is_from_webapp=1&sender_device=pc&web_id=7227793734669551147 Disclaimer: Everything shared in our videos is from our own personal experience, and is intended for educational and informational purposes only. Always seek legal guidance from a business attorney and certified public accountant. Everyone is responsible for their own business structure and business practices, and we will not be held accountable. Since we love the companies we talk about so much, we may have an affiliate relationship with them. If you make a purchase through the above links, we may earn a small affiliate commission. There is no additional cost to you.
Hi, we’re Katie and Eric Roering; the founders of Fontana Candle Co. In 4 years we took our hobby of making candles in our basement, and selling them at craft shows and makers markets and we turned Fontana into a nationally recognized eCommerce brand. This year we are doing 7 figures of revenue and have 12 employees. So how did we do it? Welcome to The Candle Couple Podcast, where we will share the nitty gritty of scaling our e-commerce brand quickly. We are spilling the tea, so hopefully we can help you scale your brand quickly too. This is Episode 20: How to Market Your Candle Business Using Influencer & Affiliate Marketing An influencer program can be a strategic channel for growth, if done right. Today we're discussing how our Affiliate Program started very organically with product seeding, and has grown into a full time program with over 100 active affiliates. We get candid with our frustrations with the program, our wins, and how we are continuing to learn what works best for our company! 00:41 Whats the difference between Affiliates and Influencers? 1:30 A strategic channel for growth 2:00 Product Seeding 3:53 Budget your gifting 5:00 Every candle matters. Or does it? 6:25 You need lots of eyes on your business 7:05 Finding influencers in your niche is key 8:50 Outreach in the beginning 10:10 Our first big campaign: a turning point 11:40 Loyalty? 12:40 Current Market Rates 13:20 Over saturation of the market? 15:12 Take control of the deliverables 15:40 Top of funnel vs. bottom of the funnel 17:20 Time consuming program 18:38 Our KPIs 20:56 We're still learning
Hi, we’re Katie and Eric Roering; the founders of Fontana Candle Co. In 4 years we took our hobby of making candles in our basement, and selling them at craft shows and makers markets and we turned Fontana into a nationally recognized eCommerce brand. This year we are doing 7 figures of revenue and have 12 employees. So how did we do it? Welcome to The Candle Couple Podcast, where we will share the nitty gritty of scaling our e-commerce brand quickly. We are spilling the tea, so hopefully we can help you scale your brand quickly too. This is Episode 19:The Biggest Challenges Running A (Million Dollar) Candle Business. Spoiler alert: our challenges are no longer about crafting the perfect candle anymore. Timestamps: 00:25 The challenges continue to grow and change 1:20 Failure is not an option: 12 people depend on us 3:00 Employee challenges 3:30 Hiring and firing 5:00 Know your weaknesses 6:49 Processes and standards for multiple candlemakers 7:40 Growth consumes cash 9:00 Seasonal Business 13:00 We operate off 2 budgets 14:00 Tax Implications 16:00 Sales Tax 18:25 We are no longer makers and artisans 20:25 You can't do it all 20:45 Work life imbalance 23:00 Embrace the suck 24:18 The love affair of entrepreneurship 25:00 Starting with more money? 25:35 Looking back at the last year Resources: Quitting Our Jobs and Going All In On Our Candle Business: https://youtu.be/FFw95o81M1k How to Weather Seasonality in Your Candle Business: https://youtu.be/wRpSR_slmLo What Is It Really Like to Run a Candle Business with Your Spouse: https://youtu.be/QSga_Ieh48o Disclaimer: Everything shared in our videos is from our own personal experience, and is intended for educational and informational purposes only. Always seek legal guidance from a business attorney and certified public accountant. Everyone is responsible for their own business structure and business practices, and we will not be held accountable. Since we love the companies we talk about so much, we may have an affiliate relationship with them. If you make a purchase through the above links, we may earn a small affiliate commission. There is no additional cost to you.
Hi, we’re Katie and Eric Roering; the founders of Fontana Candle Co. In 4 years we took our hobby of making candles in our basement, and selling them at craft shows and makers markets and we turned Fontana into a nationally recognized eCommerce brand. This year we are doing 7 figures of revenue and have 12 employees. So how did we do it? Welcome to The Candle Couple Podcast, where we will share the nitty gritty of scaling our e-commerce brand quickly. We are spilling the tea, so hopefully we can help you scale your brand quickly too. This is Episode 18: How to (Digitally) Market Your Candle Business in 2023 We're now in Q2 of 2023, and we're ready to do a deep dive into which digital marketing strategies worked so far this year, and which ones didn't work. Digital Marketing is an always shifting landscape (those darn algorithms!), so how are we pivoting our marketing strategies with the information we have now? Disclaimer: Everything shared in our videos is from our own personal experience, and is intended for educational and informational purposes only. Always seek legal guidance from a business attorney and certified public accountant. Everyone is responsible for their own business structure and business practices, and we will not be held accountable. Since we love the companies we talk about so much, we may have an affiliate relationship with them. If you make a purchase through the above links, we may earn a small affiliate commission. There is no additional cost to you.
Hi, we’re Katie and Eric Roering; the founders of Fontana Candle Co. In 4 years we took our hobby of making candles in our basement, and selling them at craft shows and makers markets and we turned Fontana into a nationally recognized eCommerce brand. This year we are doing 7 figures of revenue and have 12 employees. So how did we do it? Welcome to The Candle Couple Podcast, where we will share the nitty gritty of scaling our e-commerce brand quickly. We are spilling the tea, so hopefully we can help you scale your brand quickly too. This is Episode 17: What We Wish We Knew Before Starting Our Candle Business This topic has been done quite a bit already on Youtube, but we think with our scale, we bring a slightly different perspective to this. We are sharing what we have learned from owning our million dollar candle business. Timestamps: 1:15 What is your end goal? 2:40 Our life is our business 3:00 We are not candle makers anymore 4:20 This is a volume business 5:00 The market is very crowded: what's your marketing strategy? 5:30 Makers Markets & Craft Shows make great market test groups 8:18 Record keeping for success 9:20 Dead inventory is a cash suck 10:00 How many scents should you start with? 11:00 Make data driven business decisions 11:50 Business Mentors are a key to success 13: 40 Trust but verify 14:20 It's ok to say no! Resources: Find a SCORE Mentor: https://www.score.org/ Disclaimer: Everything shared in our videos is from our own personal experience, and is intended for educational and informational purposes only. Always seek legal guidance from a business attorney and certified public accountant. Everyone is responsible for their own business structure and business practices, and we will not be held accountable. Since we love the companies we talk about so much, we may have an affiliate relationship with them. If you make a purchase through the above links, we may earn a small affiliate commission. There is no additional cost to you.
Hi, we’re Katie and Eric Roering; the founders of Fontana Candle Co. In 4 years we took our hobby of making candles in our basement, and selling them at craft shows and makers markets and we turned Fontana into a nationally recognized eCommerce brand. This year we are doing 7 figures of revenue and have 12 employees. So how did we do it? Welcome to The Candle Couple Podcast, where we will share the nitty gritty of scaling our e-commerce brand quickly. We are spilling the tea, so hopefully we can help you scale your brand quickly too. Today we are sharing one of the most important calculations that we use almost daily in our business: how to calculate margin per order. You may not have the capacity to do it daily like we do, but it is a tool to use to understand if you are truly making money in your eCommerce business once all fulfillment costs, labor, and platform sellers fees are considered. Because of this calculation, we know that one item orders have low margins and cost us money when we used a 3PL for fulfillment. This knowledge gives us the clarity to focus on incentivizing larger average order values (AOVs) through bundles, free shipping incentives, and up-selling accessories. Timestamps: 1:11 Eric's background in Finance 2:00 Strategy meeting with a CPA for your tax strategy 2:40 Do your research for your own brand 3:33 Sales margin per order 4:20 Understand Excel for success 4:30 Example: negative margin bundles, gift sets, heavy items 6:50 Spreadsheet for margin calculation 11:35 One item orders hurt our business 12:13 Marketing Strategy: driving up AOV 13:15 Using free shipping incentives to increase AOV 14:10 Streamlining shipping to reduce labor costs 14:29 Sorting the data: investigating orders under 50% margin 17:00 Platform seller fees 18:37 Selling on Amazon Resources: How to Price Your Candles for a Profitable Candle Business: https://youtu.be/Ap6vodBP3dE How Much Does it Cost to Start a Candle Business? https://youtu.be/KYiq2Gv1LNw How Much Money Can you Really Make Running a Candle Business At Home? https://youtu.be/kBrUwM2PiTA Disclaimer: Everything shared in our videos is from our own personal experience, and is intended for educational and informational purposes only. Always seek legal guidance from a business attorney and certified public accountant. Everyone is responsible for their own business structure and business practices, and we will not be held accountable. Since we love the companies we talk about so much, we may have an affiliate relationship with them. If you make a purchase through the above links, we may earn a small affiliate commission. There is no additional cost to you.
