so about six months ago I quit my job in private equity

@couchwoman

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Selling · Ecom Product

Sourmilkseen in 4 videos →https://sourmilk.com ↗

Why it worked

The video succeeds by leveraging the 'founder-led' narrative, showing the unglamorous, manual reality of building a brand, which builds high trust and authenticity with the audience.

Summary

Two founders share their journey of quitting their corporate jobs to launch a yogurt company called Sourmilk. The video highlights the manual labor and logistical challenges of being a small startup, including hand-delivering products to customers.

Structure

1Founders quit corporate jobs to start a yogurt company
2Manufacturing the first batch of 1,000 servings
3The logistical reality of hand-delivering yogurt in NYC
4Building the website and managing inventory
5Mission statement and emotional reflection on the process

Product placement

Sourmilk yogurt is the central subject of the video, shown in production, packaging, and being delivered to customers.

Original caption

Sourmilk.com

More from @couchwoman

Their other posts in the index, biggest breakout first.

On-screen text

so about six months ago I quit my job in private equity to start a yogurt company with my best friend welcome to day 1 of us trying to sell out of our first drop sale last week we went up to our manufacturer and we made over 1,000 single servings of yogurt we went from having very little yogurt to having over 500 pounds we booked it back down to the city to go hustle some yogurt been demoing our yogurt to get in front of new customers but also selling to the folks who have been on our waitlist since day one When you're a small team of two moving around hundreds of yogurts is a very manual effort so here's a little pulling back the hood of what it looks like we coded our website ourselves and had a few bugs so we had to address that immediately before hopping on some citibikes to go to our warehouse in Long Island City we loaded up two big duffels full of yogurt we use our own fridges as fulfillment so we go back and forth to our warehouse every two days because any more than a couple hundred yogurts won't fit in our fridges and also we can't carry it everyone else brings these huge trucks to the warehouse loading site and we just have our strong backs and the subway system loaded 10 different cases into my fridge and started going through our inventory to prepare for drop offs that evening yogurt must be refrigerated so we're doing hand to hand drop offs right now and we're not quite retail ready which means you'll be seeing us slinging yogurt through the city for the next few months and at least for the next few days trying to sell through the couple hundred yogurts we have remaining and while my shoulders and back might be a little tired from this we're on a mission to heal America's gut through the best tasting yogurt and seeing our yogurt in your hands is one of the best feelings ever

Transcript

so about six months ago I quit my job in private equity to start a yogurt company with my best friend. Welcome to day one of us trying to sell out of our first drop sale. Last week we went up to our manufacturer and we made over 1,000 single servings of yogurt. All of a sudden we went from having very little yogurt to having over 500 pounds. We booked it back down to the city to go hustle some yogurt. Been demoing our yogurt to get in front of new customers but also selling to the folks who have been on our waitlist since day one. When you're a small team of two, moving around hundreds of yogurts is a very manual effort. So here's a little pulling back the hood of what it looks like. We coded our website ourselves and had a few bugs so we had to address that immediately before hopping on some citibikes to go to our warehouse in Long Island City. We loaded up two big duffels full of yogurt. We use our own fridges as fulfillment so we go back and forth to our warehouse every two days because any more than a couple hundred yogurts won't fit in our fridges and also we can't carry it. Everyone else brings these huge trucks to the warehouse loading site and we just have our strong backs and the subway system. Loaded 10 different cases into my fridge and started going through our inventory to prepare for drop offs that evening. Yogurt must be refrigerated so we're doing hand to hand drop offs right now and we're not quite retail ready which means you'll be seeing us slinging yogurt through the city for the next few months and at least for the next few days trying to sell through the couple hundred yogurts we have remaining. And while my shoulders and back might be a little tired from this, we're on a mission to heal America's gut through the best tasting yogurt and seeing our yogurt in your hands is one of the best feelings ever.