Welcome. Today we are going to talk about something that is a struggle for almost every brand out there.  Just to let you know, I’ve been in your shoes.

You might be surprised to know that I am a cofounder in an innovative natural brand. I’m sure the story will resonate with everyone listening to this podcast.

After spending several weeks working on the logo, on the package design, and then getting it to look the way we wanted it to represent our brand. We sent it to a company that created four prototypes. I believe we spent something like $800 to get the four prototypes made. When we got the prototypes back, we were able to choose one.  Then we started looking for packaging suppliers. The cheapest prices were from overseas suppliers and the time lag time between when we can get packaging was several months away. To save money we had to buy in bulk but obviously as a new brand we did didn’t have a lot of money. The other challenge we were facing is that the ingredients in our brand were organic yet we had not earned the organic certification so we could not put that on the label as well as future certifications we had planned on using.

The next challenge is that we were going to buy the packaging but we wanted to change the package as soon as we got the certifications. We were trying to represent our brand in the best light. As I talk about repeatedly, you always want to put your best foot forward. The challenge before us is that we could either buy 10,000 units of packaging but then if we change the label we would have to retool the packaging and wait for six months to get the new packaging in. On top of that we were eager to make money so that we could help pay for the packaging because obviously this is very expensive.

So the constant dance back-and-forth between retooling the packaging for a certification change or the label change and then the need to redo it again for a different label change. Quantity discounts come in large rolls so we didn’t want to waste anything that we were buying. I’m sure many of you have been in this position before.

Today’s guests have an innovative strategy where you can actually design a package on your computer and send it off to someone to have it produced and get back in about 2-3 hours. On top of that, you can buy what you need when you need it as opposed to buying 10,000 units of packaging when you only need 1000, or maybe you can’t afford that many.

Today I am pleased to introduce you to two experts who have solved this problem. They are going to make your life a lot easier and provide you with the packaging you want, being able to modify it every time you change your slogan or put something different on the packaging.  Maybe even try A.B. split testing like you hear about with social media. Have I got your full attention? I hope so, you’re going to really like the show. Let’s get started!

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