super coffee

Elizabeth welcomes Jimmy DeCicco, co-founder of Super Coffee, a healthy and delicious alternative to sugary coffee and energy drinks. Jimmy talks about how Super Coffee came to form as a family business, and how he and his brothers used their close friendship and competitive nature to excel throughout the process. He talks about how Super Coffee went from a dorm room dream to being the fourth largest ready to drink coffee in the United States, also being recognized as the fastest-growing food and beverage company in the country by Inc. Magazine. Jimmy shares some business and productivity lessons he has learned throughout the startup journey, the significance of celebrating achievements and showing gratitude, and their dedication to keeping Super Coffee’s ingredients both clean and delicious. 

Episodes Here 

Say Hi To Elizabeth and Purely Elizabeth: 

Website | Instagram

Jimmy: Super Coffee | IG 

Mentioned: 

Pivot

Gina is a long-time operator and advisor in the consumer industry. 

She started her career in Email and Content Management and has since emerged as one of the industry’s most pronounced thought leaders on all things customer experience and retention. 

5 years ago, she and her co-founder, Pierson Krass, set out to start a different kind of agency. 

Lunar Solar Group was built on the idea that technology empowers e-commerce brands to scale. 

Gina has worked on launching and scaling brands like Olipop, Super Coffee, Lemon Perfect, and many other leading e-commerce brands that you all know and love. 

Most recently, Gina co-founded Stay Ai which is the subscription platform for modern e-commerce brands where she currently operates the company’s CEO.

In This Conversation We Discuss: 

• [00:00] Intro
• [00:54] What is Stay Ai and what does it solve?
• [02:07] How Gina became passionate about subscriptions
• [03:59] Lunar Solar Group: Clients, solutions, evolution
• [05:18] Building and selling KnoCommerce
• [07:50] From an agency to building an app
• [09:42] Where Stay Ai came from
• [11:54] Acquiring Retention Engine
• [15:21] The advantage of being specific in your outcome
• [15:55] Always have an exit strategy
• [17:04] No one has gone public in the Shopify ecosystem
• [17:37] The sign of a mature entrepreneur
• [18:40] The 3 things that make Stay Ai unique
• [21:40] Subscription tips and tricks
• [22:49] Where to support Stay Ai

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Connect with Gina linkedin.com/in/ginaperrelli
• Providing revolutionary subscription management software stay.ai
• Providing Ecommerce and digital marketing services that drive transformational growth for our clients lunarsolargroup.com
• The customer survey platform built for Ecommerce brands /knocommerce.com

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Greg Lorenzo is Head of Marketing at Stockeld Dreamery, and prior to that, led marketing at Super Coffee. On this episode of ITS, Greg shares lessons from over 15 years of experience strengthening brands through experiential marketing, behavior analysis, and insights. His secret weapon is gathering lots of data and creating action plans for the team. Lots of books and studies in this episode!

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<p>By this point, most of us have tried or seen the beverage that's now one of the fastest growing brands in the country: SUPER COFFEE. Forbes released an article this week stating that the company is now worth over $400 million dollars! The three brothers who founded the brand have appeared on Shark Tank and have even secured investments from celebrities like Jennifer Lopez and Alex Rodriguez. What many people don't know, though, is that the brothers were actually rejected during their pitch on Shark Tank! In today's interview (actually conducted almost two years ago when they were half their size), CEO Jimmy Decicco shares what it was like to be rejected in front of millions of people and how him and his brothers pressed onward to build the SUPER COFFEE empire we now know today. Enjoy!<p/><p>Side note: If you've been listening to Persuasion School since the beginning, you'll recognize this interview! It was published under our previous name and removed when we relaunched last June. The fact that it's a couple years old makes it even cooler, in my opinion. We're able to hear about the habits they were building early on, knowing that those habits led them to become the massive brand they are today.<p/><p>Extra side note: we need your help! We'd love to get your feedback on how we can improve the show. Live on our website now is a 2 min/10 question survey that will help us better get to know our audience. Your input is welcomed and would be greatly appreciated. If you're willing to help us, simply visit persuasionschoolpodcast.com/survey to participate. Thank you!<p/>

BONUS CONTENT! Kitu Life Super Coffee is America's fastest-growing food and beverage company and currently ranked the fourth best coffee product in the United States in less than five years since being founded by three brothers. Jordan, Jimmy, and Jake DeCiccio play a round of pepper in this podcast's bonus content to get you pumped up!

In 2015, Jordan DeCicco created a product out of passion from inside his dorm room. Jordan's brothers Jimmy and Jake teamed up with him to co-found Super Coffee. Less than five years later, Kitu Life Super Coffee is America's fastest-growing food and beverage company and currently ranked the fourth best coffee product in the United States. The DeCicco family joins Keep Swinging to talk about their journey as entrepreneurs, their appearance on Shark Tank, and how their athletic background helps in the business world. This episode is filled with life lessons, insight, and tips to running a successful business as well as strategies to dominate your own career with confidence! 

In Episode 14, we dissect into Super Coffee’s business & marketing strategy – The company was started in 2015 by Jordan DeCicco where he wanted to create a healthy coffee alternative that was low in calories, zero sugar and also made with organic ingredients. Within 5 yrs, the company is now valued over $200 mil. Lets dive into some of their tactics that helped them grow to where they are today

Timestamps:
01:38 – The Law Of Category. Super Coffee created a niche market in which they were first in and went all-in on it.
04:08 - Have a Strong Mission And Story
06:41 - Implement A Push Notification Strategy
09:36 - Be Naive To Success And Learn How To Prioritize. In this segment, we discuss when you should be delegating your tasks & also project management tools that help you stay organized with your projects.
12:20 - Start A Podcast Around Your Brand Thesis. Super Coffee has a podcast called “Positive Energy” where they interview Entrepreneurs, Leaders, Investors, and so forth.
14:52 - Find Strategic Investors

ABOUT MATT SKOPAK:

An adventure and fitness addict with a passion for entrepreneurship and numbers. Lead Investor in Sweetberry Bowls and CFO of Sugar & Kush CBD.  Rutgers MBA 2020 in Entrepreneurship & Accounting

ABOUT SEAN AZARI:

In 2015, Sean launched a creative ad agency called Breakthrough Social specializing in content creation & distribution, marketing campaigns, & paid media that helped brands build awareness and drive sales. Prior to starting his agency, Sean worked in finance for 4 years as an Investment Banking Analyst at Credit Suisse & studied Mathematics & Statistics at Rutgers University.

Connect with Sean:

• Instagram @Sean_Azari
• Facebook @azarimedia
• Twitter @Sean_Azari
• Email: Sean@breakthrough.social
• YouTube
• His Agency: Breakthrough Social
• His eCommerce Brand: Rebhorn