In a recent podcast episode, Berkay, the host, sat down with Amber (A) and Marci (M), the cofounders of Plant Juice Oils, a game-changing direct-to-consumer beauty brand hailing from New York. During their conversation, the trio delved into the company's vision, their unique approach to skincare, and the challenges they faced while building their business. In this blog post, we highlight key insights from the podcast, providing a glimpse into the world of Plant Juice Oils and their mission to transform the beauty industry.
Let’s meet Amber and Marci
Amber, a skilled massage therapist specializing in myofascial release and trigger point therapy, had a transformative experience as she delved into the captivating world of essential oils. Motivated by her clients' struggle with chronic pain, Amber, alongside her partner Marci, established Plant Juice Oils, an endeavor aimed at unlocking the full potential of these aromatic wonders.
Marci Freede, a dynamic individual with a diverse background, is embarking on an exciting new venture—a second art studio. On her journey, Marci serendipitously crossed paths with Amber, and their shared passion for essential oils quickly forged a deep friendship and a fruitful business partnership. Together, they are diligently crafting their own company, passionately exploring the astonishing benefits and endless possibilities that essential oils have to offer.
Neither of them has any experience in ecommerce.
Marci says her previous ventures were primarily service-based, which allowed her to gain valuable experience in that realm. However, she soon realized that running a product-based business is an entirely different ball game. Despite the similarities, there are unique challenges and intricacies involved that required her to adapt and learn along the way.
Meeting at a park in NY
Amber, a regular at New York City's dog parks, found solace in essential oils as she searched for natural remedies to help her partner cope with the side effects of a recent bone marrow transplant. Impressed by the calming effects of lavender, Amber, who had been struggling with a sleeping disorder due to treatment, was thrilled to find relief without strong medications. Sharing her story at the dog run, Marci, previously an acquaintance, became intrigued and engaged in a conversation that would unfold into something remarkable.
Marci, the mother of twins who recently turned 20, recalls a pivotal moment when her daughters were 14. One of them, having overcome numerous health issues, faced a new challenge - severe anxiety upon starting high school. Reluctant to pursue medication as a solution, Marci sought natural alternatives and found solace in essential oils. Together with Amber, they immersed themselves in research and began creating products that garnered positive feedback. Realizing their potential to help others, Marci and Amber embraced their purpose, passionately crafting holistic remedies to support and uplift as many people as possible.
About their products
Amber and Marci specialize in essential oils and broad-spectrum CBD, excluding THC, to assist women during menstruation, perimenopause, and menopause. Recognizing the diverse range of symptoms experienced during these phases, such as night sweats, irritability, stress, joint pain, and hot flashes, they adopted a targeted approach. Their product line includes roller blends to alleviate hot flashes, cooling sprays for relief, and muscle creams to soothe joint pain. By offering women a customizable menu of solutions, Amber and Marci aim to address individual needs effectively.
Did you bootstrap or get an investment?
Marci and Amber's entrepreneurial journey was marked by bootstrapping and a dose of naivety in the early stages. They were aware that challenges and difficulties would arise, but they underestimated the magnitude of the obstacles they would face. Initially met with skepticism for their decision to work with cannabis, they believed in the potential of CBD and persisted. Despite CBD's eventual mainstream popularity after the farm bill in 2018, they encountered roadblocks in terms of carrying CBD in stores and on various platforms, facing additional restrictions they hadn't anticipated. Their determination and resilience propelled them forward, navigating a tough path as they worked towards their vision.
Btw, what the hell is CBD?
Amber and Marci emphasize that CBD, a non-psychoactive cannabinoid found in the cannabis plant, does not induce a "high" and their CBD products are THC-free. They explain that another well-known cannabinoid is responsible for the intoxicating effects. CBD interacts with the body's CB1 and CB2 receptors and the endocannabinoid system, gradually addressing issues like knee pain and headaches while promoting homeostasis. Recognizing the potential of combining CBD with different essential oils, they leverage the entourage effect, which refers to the synergistic effects of multiple cannabinoids in the hemp plant. This combination offers a satisfying and enhanced experience for users.
Being mentioned on a news program boosted the sales
Amber: We were mentioned on a nationwide news channel called Good Morning America. My partner, who is one of the hosts, discussed menopause, which was not as widely talked about 56 years ago. Suddenly, our phones started buzzing with notifications and sales after the mention. It was unexpected and organic.
Our initial customers were friends, family, and those who found us through the media spot. We like to call them our plant juice peeps. They have been with us from the beginning and continue to support us.
What were the challenges you faced during the early days?
Marci and Amber embarked on their entrepreneurial journey with limited resources, choosing not to secure significant financial backing prior to launching their company. This lack of funding posed constraints on their marketing endeavors, limiting their ability to reach a wider audience. Furthermore, navigating the intricacies of the CBD industry proved to be highly challenging, as they encountered obstacles at every step.
In their early days, they received substantial funding and decided to invest it entirely in PR without fully comprehending the intricacies involved. They made the mistake of engaging a prominent PR company in the city, which ultimately proved to be a misstep. Through this experience, they learned the hard way that allocating a significant portion of funds to PR right from the beginning is not advisable for entrepreneurs. Recognizing their error, they attempted to terminate the contract and shift gears, acknowledging that they were not adequately prepared for such a venture. In hindsight, they regret the costly mistake they made and reflect upon it with a sense of frustration.
Marci is the backend person while Amber is the creative one
Marci primarily manages the backend operations, handling various tasks and responsibilities in that domain, while Amber takes charge of the creative aspects of their work. While they collaborate closely and work together, Marci's focus is predominantly on the backend operations, ensuring the smooth functioning of the business, while Amber utilizes her skills and expertise to oversee the creative side of their endeavors.
There is never enough time
M: There's never enough time. It's about planning and knowing your optimal working hours. I personally work best in the early morning, so that's when I handle emails and plan my day. It's important to understand your own schedule and plan your tasks accordingly. Setting specific time blocks for different activities helps keep things on track and makes it easier to achieve goals.
A: We work towards our goal every day, chipping away little by little. We have outsourced certain tasks to professionals to help us. In the beginning, I handled social media, but now we have someone new for that role. We also outsource our email marketing. It's about finding the right people to create a cohesive outsourced team that works together.
Meditating and Journaling daily help Marci
Marci incorporates daily meditation and journaling into her routine, recognizing their transformative effects on her focus and prioritization skills. Through meditation, she gains clarity and discernment, understanding what truly deserves her attention. Journaling serves as a valuable tool for taking notes and capturing important thoughts and ideas. Marci emphasizes the significance of stepping back and avoiding the trap of overwhelming herself by trying to tackle everything simultaneously. By practicing mindfulness and utilizing her journal, she maintains a balanced perspective and effectively manages her responsibilities.
Being at 100% of yourself
Amber and Marci prioritize their mornings by incorporating meditation and workouts into their routine. Marci has taken up running and weightlifting, while Amber shares a passion for weightlifting. Engaging in these activities helps clear their minds and maintain mental acuity, considering the constant demands of being entrepreneurs. By dedicating time to themselves and cultivating a sense of calm and tranquility, they create an environment where ideas can freely flow and creativity can thrive. They understand the significance of nurturing their mental and physical well-being, recognizing the important connection between mind and body.
Online or retail? Are you going to diversify your sales channels?
Marci and Amber have established a strong presence in the e-commerce space, with approximately 98% of their business conducted through their website. This strategic choice allows them to reach a wide range of customers and effectively manage their operations. E-commerce has played a vital role in driving the growth and success of their business, offering convenience and accessibility on a global scale.
The upcoming launch of their new website fills Marci and Amber with anticipation and excitement. They are confident in its beauty and usability, which will enable them to explore additional sales channels more aggressively. However, the CBD industry presents unique challenges and obstacles for their business, posing a significant hurdle to overcome. Despite these challenges, they have found success with their home product line, primarily consisting of essential oils, serving as an entry point for certain buyers. They are also thrilled about introducing the home collection in small boutique hotels, further diversifying their avenues for growth.
Logistics and inventory
M: We still handle the packing and shipping ourselves.
A: That's quite an accomplishment to handle the shipping of 10,000 units by yourselves during a pandemic. It shows your dedication and determination as entrepreneurs. Sometimes, taking matters into your own hands can be the best solution, especially when faced with unexpected challenges or overwhelming demand. It's a testament to your resilience and willingness to do whatever it takes to keep your business running smoothly.
M: We could do anything. Yeah. So, but I think the long-term goal is to be, you know, our sales will be so high that we have no choice but to outsource and have other people ship it for us.
A: We currently handle both packaging and fulfillment ourselves because it allows us to add a personal touch to each order. We believe in creating a unique and thoughtful experience for our customers. We include handwritten notes and ensure that the packaging feels like receiving a special gift. While we understand that moving to a larger fulfillment facility may be more cost-effective and efficient in the future, we also recognize that we would lose that personalization. So for now, we prioritize maintaining that personal touch and the positive feedback we receive from our customers.
Community
Amber and Marci recognized the importance of community-building early on and successfully nurtured a thriving community. Trust is a key priority for them, and they devote time to actively listen to their community members. By leveraging different communication channels, they provide guidance and recommend products tailored to individual stories and needs. They firmly believe that attentive listening is fundamental to cultivating a robust community foundation. Additionally, their community members actively engage with one another through social channels, sharing valuable tips and personal experiences. Building and fostering this community has been a source of fulfillment and a significant achievement in their growth journey.
Affiliate marketing
The two are currently focused on resolving issues with their previous website developer that impacted the functionality of their affiliate program. However, with the upcoming launch of their new website, they have enlisted the expertise of a specialized company that focuses on affiliates, influencers, and partnerships. Recognizing the significance of affiliates in the CBD industry, Marci and Amber plan to fully engage in their affiliate program within a few weeks after the new website is operational. This strategic move reflects their commitment to leveraging partnerships and influencers to expand their reach and maximize their business potential.
Marketing “aha” moment
M: One of our big ones was email marketing. It's something that, when we did all our research and marketing, everyone would talk about it. It almost seems so simple, but it works when it's done properly. We learned about automated flow emails like abandoned shopping cart reminders and emails for customers who haven't purchased in a while. It took us about a year to understand how they work, but now with the right person handling it, our email marketing is incredible. That's been our big aha moment.
A: We were fortunate to collaborate with Fordham University and their marketing class here in the city. It has been an ongoing partnership for three years now. Working with the students has provided us with fresh perspectives and ideas. They have given us valuable insights into areas such as social media and overall marketing strategies. Their input has allowed us to see our business with fresh eyes and discover new approaches. Being part of this program has been remarkable, and we are currently working with another class to launch our new product, Nature Calls, an odor-neutralizing bathroom spray. We are excited to see what they come up with!
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And remember to check Plant Juice Oils for great essential oils-based skincare products!
Here is their website: https://plantjuiceoils.com/
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