The Vibes-based eCommerce Marketing Strategy

Liz Roquet - Owner/Founder of Lizzy's Fresh Coffee and (full disclosure, wife of Finch CEO Lee) - joins Mike and Nevin and reveals how she runs a successful eCommerce brand with a strategy that leans heavily on vibes. What we talk about: Can Mike pronounce "espresso?" correctly? What country has the best coffee? Why small eCommerce brands don't trust marketing agencies. And as always - can we stay on topic? Liz, who has been running her coffee roastery business for 15 years, is now considering potential growth opportunities. Despite starting the company with no prior knowledge of e-commerce and coming from an operations background in the outdoor eyewear and clothing industry, Liz has successfully created the business she envisioned. Her business operates as a mixed model, similar to a winery or tasting room, and Liz emphasizes the power of e-commerce in allowing small, locally focused businesses like hers to expand and reach customers nationwide. She has effectively utilized the online space to grow her business. However, Liz acknowledges that one of the biggest challenges in e-commerce is the inability to provide the same in-person experience that customers receive when visiting her physical store. The personal interactions and warm smiles that define the "Lizzie's experience" are difficult to replicate online. Despite these challenges, Liz remains open to exploring potential growth opportunities. The podcast host expresses interest in having Liz return to discuss her journey into the next phase of growth or other ventures she may pursue. This suggests that Liz is considering expanding her business or exploring new opportunities beyond her current e-commerce model. Overall, Liz has successfully built her coffee roastery business through e-commerce and is now contemplating potential growth opportunities. The host also expresses interest in learning more about Liz's YouTube videos and how she determines which topics work best, as they find this topic fascinating. However, they acknowledge that this discussion will have to be saved for another time. As the episode comes to a close, both the host and Liz express gratitude for each other's time and participation. The host concludes by saying, "Thanks, you guys. Cheers, buddy. Thanks for joining us, Liz. It's been awesome." Liz responds, "Yep, you're welcome. Thank you so much. Have a good one. Bye-bye." This exchange signifies the end of the conversation and their appreciation for each other's involvement in the episode.