![]() We don’t hire someone to use factory machines. “If I could hire 30 people today I would,” said Jung, “but you have to grow the team more precisely than that. Jung also explains the importance of being intentional with hiring and the development of new flavors. We don’t want to try to do everything and be good at nothing.” It’s easy to partner with everyone who calls and wants to collaborate, but then you can forget what you’re actually doing. Jung explains that, “As a team, we talk a lot internally about how to be successful we need to be super disciplined and focused. The company is also hyper-focused on their goals and doesn’t let themselves get directed off course. With the extra dough in 2021, brand building remains the priority, while expanding production and fulfillment at their California facility is the secondary focus. A cool and eclectic collection of high-profile food and beverage entrepreneurs, advisors, and venture capitalists recently injected over $1 million into the brand, including entertainer Zedd, Electric Feel Ventures’ founder Austin Rosen, Talisker Ventures, and private equity investor Michael Silverstein, just to name a few. Last Crumb hasn’t had to beg for funding either. You don't have to beg them.” All about the dough if you make something really great and it resonates with people and they want it, you know immediately. “I have no experience in baking, but I know how to recognize a market fit and the power of a clean strategy. He also looked for the right thinking: experts in their fields who stayed in their lanes, a communal love for breaking antiquated rules, and a commitment to focusing on experience, brand, and sales - in that order. “When I was exploring the opportunity with Derek, I would share the cookies and the response was exactly the same from everyone: ’Oh my God, this is the best cookie I've ever tasted.’”īut as someone who started and sold multiple businesses, Jung needed more than just a good cookie to invest. “I’m no founder, but I’ve been here since the beginning,” said Jung. ![]() This targeted approach has helped generate customer loyalty and allowed the brand to provide more personalized and streamlined content. Instead of following the common advice to find your customers across every channel, Last Crumb has instead doubled down on just a few forms of media including Instagram, email, and, most recently, TikTok. “To date, Last Crumb hasn’t spent a dime on marketing,” said Jung. “Our waitlist is somewhere in the tens of thousands.”Īnd the viral word-of-mouth strategy is working. “We’ve increased the amount we spend on premium packaging and now sell out in less than 10 seconds each week,” said Jung. He notes that they were thinking about how luxury fashion companies box and sell their products while they were creating Last Crumb. Jung commented that, “Last Crumb provides an amazing product paired with a ridiculously unique customer experience,” from a packaging and brand perspective. The company wanted to create a different kind of cookie brand. Last Crumb started in August 2020 and has since sold hundreds of thousands of cookies through weekly drops. The company’s tagline - “cookies are so good that your grandmother will disown you” - says it all.
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