Latest / The Steve Harvey Morning Show / Financial Motivator: Using social media effectively, know YOUR business strengths and product marketing.

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Financial Motivator: Using social media effectively, know YOUR business strengths and product marketing. · The Steve Harvey Morning Show

• 0:05
  Speaker 1: Welcome to the show. I'm Rashan McDonald, the host of
• 0:08
  Speaker 1: Money Making Conversations Masterclass, where we encourage people to stop
• 0:12
  Speaker 1: reading other people's success stories and start planning their own.
• 0:16
  Speaker 1: Listen up as I interview entrepreneurs from around the country,
• 0:19
  Speaker 1: talk to celebrities and ask them how they are running
• 0:22
  Speaker 1: their companies, and speak with dog profits who are making
• 0:25
  Speaker 1: a difference in their local communities. Now, sit back and
• 0:28
  Speaker 1: listen as we unlock the secrets to their success on
• 0:31
  Speaker 1: Money Making Conversations Masterclass. Hi, I'm Rashan McDonald host this
• 0:37
  Speaker 1: weekly money Making Conversation Master Class show. The interviews and
• 0:40
  Speaker 1: information that this show provides off for everyone. It's time
• 0:43
  Speaker 1: to stop reading other people's success stories and start living
• 0:47
  Speaker 1: your own. My guest is the chair of Stuckies It
• 0:50
  Speaker 1: you can snack and candy company based in Georgia. She's
• 0:54
  Speaker 1: also the author of Unstuck, Reviving an American Icon. Please
• 0:59
  Speaker 1: welcome to Mighty Making Conversation Master Class. Stephanie Stucky Stephanie,
• 1:03
  Speaker 1: how you doing it?
• 1:04
  Speaker 2: I'm doing great. Thank you so much for having me.
• 1:07
  Speaker 2: I'm super excited.
• 1:08
  Speaker 1: Great. I'm sitting in my optometry. Get my eyes checked. Okay,
• 1:12
  Speaker 1: I looked out on the table. You own the front
• 1:15
  Speaker 1: cover of what was it a firm jump from.
• 1:17
  Speaker 2: The Georgia Farm Bureau magazine and looking.
• 1:20
  Speaker 1: Good which is Stucky Hat.
• 1:22
  Speaker 2: Oh my god, this is my car.
• 1:24
  Speaker 1: I got that and you answered, and now you're on
• 1:27
  Speaker 1: my show. We're being interviewed about your brand. Because I
• 1:30
  Speaker 1: think we met like in twenty twenty one.
• 1:32
  Speaker 2: I was just starting out. I mean I look back
• 1:35
  Speaker 2: on when I first talked to you, and whoa, I
• 1:38
  Speaker 2: was really new.
• 1:39
  Speaker 1: Well, you took over the control of the brand in twenty.
• 1:42
  Speaker 2: Nineteen, that's right, end of twenty nine.
• 1:44
  Speaker 1: You were talking about this brand right here. Yeah, these
• 1:46
  Speaker 1: are the cookies that the cons that changed my day
• 1:50
  Speaker 1: song and sometimes we used to always tell them to
• 1:53
  Speaker 1: me and buy them online. I go, stop, stop because
• 1:56
  Speaker 1: they're addictive, right.
• 1:58
  Speaker 2: No, don't stop, don't stop. Yeah, you want them to
• 2:01
  Speaker 2: be delicious. Yeah, yeah, that's the whole point is that
• 2:06
  Speaker 2: you have to buy them.
• 2:07
  Speaker 1: You know, Stuckys has been in our family. I'm originally
• 2:09
  Speaker 1: from Houston, Texas. Yeah, and my family is back. We
• 2:13
  Speaker 1: grew up in Streetport, Louisiana, so we was always drive
• 2:16
  Speaker 1: from Houston to Streetport, Louisiana and you know in the sixties, kid,
• 2:21
  Speaker 1: and we always felt welcome at the Stucky brand, and
• 2:25
  Speaker 1: it was like, that's what we stopped. Get our pecan
• 2:28
  Speaker 1: log I had to get that pecan law thing happening.
• 2:31
  Speaker 1: And so so just just the nature of your grandfather
• 2:35
  Speaker 1: he created give us backstories, so we as we evolved
• 2:39
  Speaker 1: because you became a chairman of twenty and eighteen. But
• 2:42
  Speaker 1: it started way before that.
• 2:43
  Speaker 2: Way before tell us. Yeah, started during the Great Depression
• 2:46
  Speaker 2: nineteen thirty seven and there were no jobs to be had.
• 2:49
  Speaker 2: And my grandfather, like you and me, he was an
• 2:52
  Speaker 2: entrepreneur and there were no jobs. So he made his
• 2:56
  Speaker 2: own job, right, that's what entrepreneurs do. And one thing
• 3:00
  Speaker 2: that was plentiful and middle Georgia even during the depression
• 3:03
  Speaker 2: with pecans. Wow, you know we are the number one
• 3:06
  Speaker 2: state business. Oh yeah, oh yeah, We've been in Georgia
• 3:10
  Speaker 2: for almost ninety years. Yeah, and one hundred percent Georgia grown.
• 3:15
  Speaker 2: That's why I was on the cover of the Farm
• 3:16
  Speaker 2: Bureau magazine. We are at our core, we are a
• 3:19
  Speaker 2: farm brand. Everything is sourced from Georgia farmers, right. Yeah.
• 3:25
  Speaker 2: So he started selling pecans out the side of the
• 3:27
  Speaker 2: road and then people would pull over, and they'd say,
• 3:30
  Speaker 2: where can I get gas? Where can I get a
• 3:33
  Speaker 2: quick clott meal? Where can I use the restroom? Right? Like,
• 3:35
  Speaker 2: what do you want when you're traveling? So this was
• 3:38
  Speaker 2: before there was Ta or Loves or BUCkies, you know,
• 3:41
  Speaker 2: Stuckies was the first, absolutely and he he was solving
• 3:45
  Speaker 2: problems that people have. That's what we do as entrepreneurs.
• 3:48
  Speaker 2: And he thought, okay, well people need a place to
• 3:50
  Speaker 2: pull over. So he worked for a couple of years
• 3:53
  Speaker 2: and saved up his money and had that first store
• 3:57
  Speaker 2: and grew into at his peak, three hundred and seventy
• 3:59
  Speaker 2: stes and forty states.
• 4:01
  Speaker 1: Wow. You know when you think about that, you know
• 4:03
  Speaker 1: that first of all, it's courageous, you know, and then
• 4:06
  Speaker 1: you talk about longevity, and that's the whole run because
• 4:10
  Speaker 1: it's his vision. And then he has a son. And
• 4:13
  Speaker 1: so what happened to the brand that they made to
• 4:17
  Speaker 1: veer off? You know, because you know, you basically revitalizing
• 4:21
  Speaker 1: the Stuckies brand, and we're going to get to that.
• 4:23
  Speaker 1: But the fact that I experienced it as a kid,
• 4:26
  Speaker 1: I have so such positive memory. I remember when I
• 4:30
  Speaker 1: posted about this on my social media, everybody was just
• 4:33
  Speaker 1: talking about when I grew up where I grew up.
• 4:34
  Speaker 1: I grew up. I grew up stucky, Stucky, Stucky Stucky.
• 4:37
  Speaker 1: So it's iconic, especially in the African American community. And
• 4:41
  Speaker 1: so but what made a dip and then what was
• 4:45
  Speaker 1: happening when it was just sitting out there?
• 4:47
  Speaker 2: Yeah, I do want to add because you said especially
• 4:49
  Speaker 2: in the African American community, and I love one part
• 4:53
  Speaker 2: of our story in particular is that Stuckies was never segregated.
• 4:56
  Speaker 2: And so my grandfather had the saying, every traveler is
• 4:59
  Speaker 2: a friend, and that went well beyond just road tripping
• 5:03
  Speaker 2: and pulling over and being treated well. He wanted everyone
• 5:06
  Speaker 2: to feel like they belonged, and we did the stores
• 5:09
  Speaker 2: and so that was not just a saying for him,
• 5:12
  Speaker 2: it was how he lived his life. And so that
• 5:16
  Speaker 2: is why I wanted to revive this company is because
• 5:20
  Speaker 2: of all the stories I.
• 5:21
  Speaker 1: Would say, that was just to add that to the
• 5:23
  Speaker 1: back there, because this was stopping in the first class facility,
• 5:27
  Speaker 1: you know, clean restrooms, walking in, feeling comfortable. So it
• 5:31
  Speaker 1: was like a hole in the wall, that's right, and
• 5:34
  Speaker 1: so the gas, everything was right. And so I want
• 5:39
  Speaker 1: to thank your grandfather for that experience because It's real
• 5:42
  Speaker 1: positive to me. And it became a number one stop
• 5:46
  Speaker 1: for my family. We made the trails from Houston to Streetport, Louisiana,
• 5:50
  Speaker 1: everybody two or three times a year or whenever we
• 5:52
  Speaker 1: did long trips. So his vision still has made a
• 5:56
  Speaker 1: positive impression on me. And uh and I'm a fan
• 5:59
  Speaker 1: of the food today.
• 6:00
  Speaker 2: Yeah, and did you get some fun souvenirs like we had,
• 6:03
  Speaker 2: you know, whoopee cushions.
• 6:04
  Speaker 1: Everything so much so because I come from a big family,
• 6:09
  Speaker 1: six brothers.
• 6:11
  Speaker 2: You get one log roll and you got to slice
• 6:13
  Speaker 2: it up.
• 6:13
  Speaker 1: Yeah.
• 6:18
  Speaker 2: But oh, I do want to say, speaking of Stuckies
• 6:20
  Speaker 2: in Texas, we still have a dozen stores original Stucky
• 6:24
  Speaker 2: still operating. And you know who just stopped at the
• 6:26
  Speaker 2: Stuckies in Orange, Texas, which isn't too far from Houston.
• 6:29
  Speaker 2: Shaquille O'Neill stopped the Stuckies and this cute little boy
• 6:36
  Speaker 2: asking for a photo and he posed for it and
• 6:38
  Speaker 2: Stuckies is in the background. You can see the Stucky son.
• 6:42
  Speaker 2: That was a good day.
• 6:43
  Speaker 1: A lot of franchises.
• 6:47
  Speaker 2: Yeah, so it's licensed. So all right, So what happened
• 6:49
  Speaker 2: to our brand? My grandfather sold the company, okol He
• 6:52
  Speaker 2: made a lot of money. He sold it before I
• 6:54
  Speaker 2: was born, actually a year before I was born. It
• 6:56
  Speaker 2: was out of our family hands for decades and frankly
• 7:01
  Speaker 2: just lost its mojo under outside hands. My dad did
• 7:04
  Speaker 2: get it back in the mid eighties. This is where
• 7:06
  Speaker 2: it gets a little murky. My father was running his
• 7:09
  Speaker 2: own company. He ran Interstate Dairy Queen Company, a company
• 7:12
  Speaker 2: he founded. He had the exclusive franchise rights to Dairy
• 7:15
  Speaker 2: Queen stores on the interstate highway system. And that's a
• 7:18
  Speaker 2: great I mean, talk about a great business. We're talking
• 7:22
  Speaker 2: about hundreds and hundreds of dairy Queen stores all over
• 7:25
  Speaker 2: the country and he franchised them. He had the exclusive
• 7:29
  Speaker 2: franchise rights. So when he acquired Stuckies, he was already
• 7:33
  Speaker 2: running that and he basically just piggybacked Stuckies onto what
• 7:38
  Speaker 2: he was already doing. So the stores from that era
• 7:41
  Speaker 2: would be a Dairy Queen with the Stucky section.
• 7:44
  Speaker 1: Okay, okay, so understand that.
• 7:46
  Speaker 2: And he said, and I remember fighting with him on
• 7:48
  Speaker 2: this in a loving way. I was in college and
• 7:50
  Speaker 2: I said, well, why aren't you leading with the Stuckies brand.
• 7:53
  Speaker 2: He said, no, it's dairy Queen. Dairy Queen's what it's
• 7:56
  Speaker 2: about and so Stuckies was sort of on the somewhat marginal.
• 8:01
  Speaker 2: But having said that, he saved the company from completely
• 8:04
  Speaker 2: it would have gone under completely. My dad gets a
• 8:07
  Speaker 2: lot of credit for what he and his team did.
• 8:10
  Speaker 2: But they sold their dairy queen business okay, and twenty
• 8:14
  Speaker 2: twelve to Warren Buffett Borkshire Hathaway, and then that whole
• 8:19
  Speaker 2: infrastructure that was supporting what was left of Stuckies was gone.
• 8:23
  Speaker 1: Wow.
• 8:24
  Speaker 2: And so fast forward to twenty nineteen, it is just
• 8:27
  Speaker 2: a dumpster fire. And the investors which included my father,
• 8:31
  Speaker 2: but he had like seven investors and they were all
• 8:34
  Speaker 2: ready to sell their like, this is losing money. We
• 8:36
  Speaker 2: were six figures in debt.
• 8:38
  Speaker 1: And were they were they when they would say losing money?
• 8:41
  Speaker 1: Were they losing money on the licensing side or the
• 8:44
  Speaker 1: product side? What was the Give me the feel of
• 8:47
  Speaker 1: what Stuckies looked like at that period.
• 8:49
  Speaker 2: Yeah, So everything my grandfather owned was gone. The candy
• 8:53
  Speaker 2: plant was gone, the distribution center was gone. He had
• 8:55
  Speaker 2: a billboard company that was gone, trucking company gone. All
• 8:58
  Speaker 2: those assets were gone. All the candy was outsourced, so
• 9:02
  Speaker 2: we had third party manufacturers, which frankly, you know they're
• 9:07
  Speaker 2: pros and cons to having someone else make your product.
• 9:09
  Speaker 2: I thought the quality really suffered, and it's harder to
• 9:14
  Speaker 2: control not only quality, but your margin structure, right because
• 9:17
  Speaker 2: you have to pay someone else and you have to
• 9:18
  Speaker 2: ship it to your distribution facility, then you mark it
• 9:21
  Speaker 2: up and then you So it was really hard to
• 9:23
  Speaker 2: make those numbers work. So they were operating out of
• 9:26
  Speaker 2: a rented warehouse right in Eastman, Georgia, that was and
• 9:29
  Speaker 2: the only physical assets were it was inventory, and a
• 9:34
  Speaker 2: lot of it was really dusty. Like I had six
• 9:37
  Speaker 2: cases of Britney Bitch t shirts okay right, Like thank
• 9:41
  Speaker 2: god Britney Spears made me come back. I got to
• 9:45
  Speaker 2: sell those out a profit. I had cases of slap bracelets,
• 9:49
  Speaker 2: high school musical slap bracelets and had a moment like
• 9:53
  Speaker 2: when a decade ago.
• 9:55
  Speaker 1: So nostalgy, that's what I.
• 9:59
  Speaker 2: Had, All this crap at all this crap and this
• 10:01
  Speaker 2: outsourced stuff, and the pecans were being sourced in part
• 10:04
  Speaker 2: from Mexico.
• 10:05
  Speaker 1: That's the version we have right now. Not this okay cool?
• 10:08
  Speaker 2: So I was like, what do I do? This is
• 10:10
  Speaker 2: a hot mess. That's about when I met you. I
• 10:11
  Speaker 2: was like, I bought basically a brand, right, I thought
• 10:14
  Speaker 2: the trademark those stores not to get into it. They
• 10:18
  Speaker 2: were out of legal compliance with franchise loss. I had
• 10:20
  Speaker 2: to transition them to a licensing deal. A lot of
• 10:23
  Speaker 2: them looked really bad, so some of them I had
• 10:26
  Speaker 2: to debrand. So that was just a mess to clean up.
• 10:30
  Speaker 2: And I had to figure out how am I going
• 10:32
  Speaker 2: to make a profit? Right, And you have to pivot.
• 10:35
  Speaker 2: You have to embrace change, right, That's something you talk
• 10:38
  Speaker 2: about a lot. Please don't go anywhere.
• 10:40
  Speaker 3: We'll be right back with more Money Making Conversations Masterclass.
• 10:50
  Speaker 3: Welcome back to the Money Making Conversations Masterclass, hosted by
• 10:54
  Speaker 3: Rashan McDonald.
• 10:55
  Speaker 1: Well, I think about it. I'd always talk about that
• 10:57
  Speaker 1: because a lot of people that's that fear factor because
• 11:00
  Speaker 1: and the fact that the question that comes into you
• 11:02
  Speaker 1: were stuck and you fought with your father. Yeah, stuck
• 11:05
  Speaker 1: you right, Well that's a positive because you saw a vision,
• 11:08
  Speaker 1: he saw business. That's two different things. And you had
• 11:11
  Speaker 1: emotion he had he had a calculator. And so when
• 11:15
  Speaker 1: you're dealing with that, people start questioning your decisions. But now,
• 11:19
  Speaker 1: when I met you, you know, you were a dreamer,
• 11:23
  Speaker 1: didn't have a plan yet just going to all of
• 11:26
  Speaker 1: the shows selling your product, letting if you had the caps,
• 11:30
  Speaker 1: you have the stools, you the online You was really
• 11:32
  Speaker 1: pushing that aspect because that's all you had, and we.
• 11:35
  Speaker 2: Still weren't making our product right, We're still outsourcing.
• 11:38
  Speaker 1: So that's when Rashaan met you. You know, I would
• 11:42
  Speaker 1: use the word bright eyed but energetic because that's your
• 11:45
  Speaker 1: beautiful quality. You know, you understood one thing social media.
• 11:50
  Speaker 1: I loved that about you. Your LinkedIn account was on
• 11:53
  Speaker 1: fire because that's how I really found you. I was like,
• 11:56
  Speaker 1: how does she get all this engagement on LinkedIn? Talk
• 11:59
  Speaker 1: about the power of social media kind of like bringing
• 12:02
  Speaker 1: this brand back.
• 12:03
  Speaker 2: Yeah, well, social media is how any of us. It's
• 12:07
  Speaker 2: like the great equalizer, right, it is how people with
• 12:11
  Speaker 2: hustle and no budget or limited budget you can just
• 12:14
  Speaker 2: get out there and you can sell your story. But
• 12:17
  Speaker 2: it's all about authenticity and storytelling and it's got to
• 12:22
  Speaker 2: come from a place of reality.
• 12:25
  Speaker 1: Because now we're talking about brand ladies and gentlemen, so
• 12:28
  Speaker 1: I'm talking about and it's great having a person who's
• 12:32
  Speaker 1: tied to a brand that respects the brand. Every picture
• 12:35
  Speaker 1: she took it was either stuck in the background. I'm
• 12:39
  Speaker 1: just being real with y'all. Stuck in the background, she
• 12:42
  Speaker 1: had the stuck your handle turned to the angle, turned
• 12:46
  Speaker 1: the angle. It was like it was like it was
• 12:48
  Speaker 1: fascinating watching a person, whether you understood branded or not,
• 12:53
  Speaker 1: use branding to your benefit. And everybody engaged with you
• 12:57
  Speaker 1: because they saw a genuine excitement about what you were
• 13:01
  Speaker 1: doing here. Now you were talking about ground zero here,
• 13:05
  Speaker 1: and let's talk about that initial hustle, because I know
• 13:08
  Speaker 1: going out there telling people buy Stuckies, you tell trying
• 13:12
  Speaker 1: to get on shelves. I just want people to just
• 13:14
  Speaker 1: starve respect. I just want to create relationships. That's why
• 13:17
  Speaker 1: I met you. Let's start the story.
• 13:18
  Speaker 2: Yeah, yeah, oh so the other thing about LinkedIn this
• 13:22
  Speaker 2: is borderline stalking LinkedIn. Yes, we're telling a story, we're branding,
• 13:28
  Speaker 2: but we're also trying to get sales, right, we're also
• 13:30
  Speaker 2: trying to get on shelves, to your point, and so
• 13:33
  Speaker 2: I started following the CEOs, the category managers, the buyers,
• 13:40
  Speaker 2: the marketing directors for the businesses that I wanted to
• 13:43
  Speaker 2: start selling Stucky's products. So, yeah, I'm stalking cases, Walmart, sheets,
• 13:50
  Speaker 2: Thornton's wah wah, right, grocery store chains, Kroger, Eagles like,
• 13:56
  Speaker 2: so you just start kind of borderline stalk them.
• 14:00
  Speaker 1: And that's what you're talking about right here. You said
• 14:01
  Speaker 1: the growth in our partnership over five thousand retailers. Now
• 14:05
  Speaker 1: eighteen you have five thousand. So that just shows you one,
• 14:09
  Speaker 1: you know, five thousand retailers nationwide including hobby lobby bales, Yeah, ingles, wah.
• 14:17
  Speaker 2: Wah, yeah, well we are we're actually so woaha. Is
• 14:21
  Speaker 2: a learning lesson.
• 14:22
  Speaker 1: We can get to that, okay. And then the travel
• 14:24
  Speaker 1: Centers of America and others sell out delicious pecau and
• 14:27
  Speaker 1: snacks and candles. Wow. Yeah, from two hundred to five thousand.
• 14:32
  Speaker 2: Yeah, And it's because we got a manufacturing facility and
• 14:36
  Speaker 2: I got a business partner who had manufacturing acumen and
• 14:39
  Speaker 2: knew a lot more about finances than I did. Was
• 14:42
  Speaker 2: a chartnership.
• 14:43
  Speaker 1: Are you saying you're the face of.
• 14:44
  Speaker 2: The brain and the face of the brand.
• 14:46
  Speaker 1: I'm okay with that, okay, because that's what I saw. Yeah,
• 14:49
  Speaker 1: but I saw you know. It's like, you know, you
• 14:51
  Speaker 1: sit down and I talk about braining all the time,
• 14:53
  Speaker 1: talk about marketing all the time, and it's so great
• 14:56
  Speaker 1: to have you on my show. Thank you for Cheffan
• 14:58
  Speaker 1: you coming on the show because a lot of people
• 15:00
  Speaker 1: need to understand that we used the word hustle and
• 15:04
  Speaker 1: sometimes it sounds negative, but that's what you were doing. Yeah,
• 15:07
  Speaker 1: he was hustling physically, going to convention shows, putting your
• 15:11
  Speaker 1: products out there. You was hustling socially by tagging and
• 15:16
  Speaker 1: posting and on LinkedIn and things like that. But TikTok
• 15:21
  Speaker 1: to right TikTok, And the beauty of it was that
• 15:26
  Speaker 1: the engagement. I'm gonna tell you something on LinkedIn. You
• 15:29
  Speaker 1: know LinkedIn is LinkedIn. You know you can see that
• 15:32
  Speaker 1: type of engagement on Twitter. You can see that type
• 15:34
  Speaker 1: engagement on Instagram. But you was getting thousands of used,
• 15:38
  Speaker 1: thousands of likes. What was one it in your mind?
• 15:43
  Speaker 2: Just it was encouraging. It's really really encouraging. And it's
• 15:47
  Speaker 2: also about having a conversation and a relationship. So it's
• 15:50
  Speaker 2: not just those likes. I mean, the thumbs up are great,
• 15:53
  Speaker 2: but people call them vanity likes. What you really want
• 15:56
  Speaker 2: is a conversation. So I would urge people if you're
• 15:59
  Speaker 2: trying to up your LinkedIn game is pay attention to
• 16:04
  Speaker 2: the comments. Who comments on your posts? Okay, and can
• 16:08
  Speaker 2: you have a conversation with them and create your post
• 16:11
  Speaker 2: in a way that's going to invite a conversation. What
• 16:16
  Speaker 2: are things that I can do that will interest people?
• 16:19
  Speaker 2: You know, get a catchy headline and then end it
• 16:21
  Speaker 2: with what are some creative ideas you have for branding?
• 16:25
  Speaker 2: Or do you have some thoughts about ways I can
• 16:28
  Speaker 2: get my product to move off the shelves. People love
• 16:31
  Speaker 2: to be asked their opinion. What do you think people love?
• 16:34
  Speaker 1: I would because she's telling themselves short I post, she
• 16:39
  Speaker 1: writes a story. I mean, it'd be like paragraph. I go, Wow,
• 16:43
  Speaker 1: she's writing her story. You're telling your brand, You're telling
• 16:47
  Speaker 1: your emotions. What this means to you. That's that's really
• 16:51
  Speaker 1: compelling and I would never do that.
• 16:53
  Speaker 2: It's also understanding the algorithm. Okay, because LinkedIn rewards long
• 16:57
  Speaker 2: form narrative. That is their distinct pushing factor. Okay, from
• 17:02
  Speaker 2: Twitter for example, or TikTok. They want to have content
• 17:08
  Speaker 2: that is useful for their audience. They're the business community.
• 17:11
  Speaker 2: So if you are so good at this, if you
• 17:13
  Speaker 2: say three business takeaways on blah blah blah, you know,
• 17:17
  Speaker 2: here's some lessons on reinventing yourself, right right, right, here's
• 17:20
  Speaker 2: some lessons on succeeding at any age, which is something
• 17:23
  Speaker 2: I love that you are so good at talking about.
• 17:25
  Speaker 2: And so like takeaway lessons. Okay, LinkedIn's going to reward
• 17:29
  Speaker 2: you for that. So it's understanding the algorithm.
• 17:32
  Speaker 1: Okay, that's important. So that's that's important to hearing that
• 17:36
  Speaker 1: on the show. Now, the fact that you have a product,
• 17:40
  Speaker 1: where was your product that when you took it over?
• 17:43
  Speaker 1: I'm talking as far as the sellable items that are edible.
• 17:46
  Speaker 2: Yeah, So the product that we were outsourcing at the
• 17:49
  Speaker 2: time was in those those stores that we licensed franchised
• 17:53
  Speaker 2: at the time, so they were about there were about
• 17:55
  Speaker 2: fifty licensed franchise stores at the time, and we've, like
• 17:59
  Speaker 2: I said, debranded a bunch of them and then just
• 18:02
  Speaker 2: random mom and pop stores all over the place. And
• 18:04
  Speaker 2: so we had, you know, maybe about two hundred two
• 18:08
  Speaker 2: hundred retail stores that were selling our product, and we
• 18:10
  Speaker 2: had an online site. And our sales back when I
• 18:14
  Speaker 2: bought the company were a little over two million and
• 18:17
  Speaker 2: they're now at fourteen million.
• 18:19
  Speaker 1: Yeah, and I just knuckle knocked with audio wise.
• 18:25
  Speaker 2: And that's for our team too, because and we've grown
• 18:29
  Speaker 2: from When I bought the company, it was five, yeah,
• 18:33
  Speaker 2: five full time employees, and today we're about forty five.
• 18:38
  Speaker 2: We're hiring. We're hiring up right now at the Candy Plane.
• 18:41
  Speaker 2: And we bought a manufacturing facility. So that was the
• 18:43
  Speaker 2: big That was the game changer, was to start manufacturing.
• 18:47
  Speaker 1: Okay, cool, You don't grow like this alone. Talk about
• 18:51
  Speaker 1: the people you had to bring in to make this
• 18:53
  Speaker 1: mission grow, because this is about organizational structure.
• 18:56
  Speaker 2: Now, that's right, you're.
• 18:57
  Speaker 1: The face, but you were willing name meet Rashan. This
• 19:01
  Speaker 1: is working. But how do I accelerate the relationship the
• 19:04
  Speaker 1: business side of it? Yeah?
• 19:08
  Speaker 2: Yeah, First I was the CEO because we didn't have
• 19:10
  Speaker 2: a CEO. Someone as well be me. We needed someone
• 19:13
  Speaker 2: and I was doing everything. And then I realized if
• 19:17
  Speaker 2: I wanted to scale, I can't do it alone. I
• 19:20
  Speaker 2: got a business partner who has a long standing relationship
• 19:23
  Speaker 2: with our family. He is the third generation pecan farmer
• 19:26
  Speaker 2: and his family managed his pecan business, manages our pecan farm.
• 19:31
  Speaker 2: Our This is not part of Stuckies. It's just our
• 19:34
  Speaker 2: family has a very small pecan farm and his they
• 19:37
  Speaker 2: managed that. So he's he's in the pecan business. So
• 19:39
  Speaker 2: he's in the business and he had a small pecan
• 19:42
  Speaker 2: snack brand and he was having trouble scale because it
• 19:46
  Speaker 2: wasn't a name brand like Stuckies. Yes, and he needed
• 19:49
  Speaker 2: a brand. I had a brand, but I needed expertise.
• 19:53
  Speaker 2: And so we connect as a marri we connected. You know,
• 19:57
  Speaker 2: a business partnership is a lot like a marriage. You
• 20:00
  Speaker 2: have to choose wisely. And I would say it's it's
• 20:03
  Speaker 2: harder to get out of than a marriage too. In
• 20:06
  Speaker 2: most cases. Some people may disagree with me, but you
• 20:09
  Speaker 2: really have to choose wisely going in. And boy did I.
• 20:14
  Speaker 1: I like the fact first you had to be honest too.
• 20:17
  Speaker 1: Product's not moving. She has a brand that's recognizable and good.
• 20:22
  Speaker 1: By the way, let's not forget the quality of the product. Right.
• 20:26
  Speaker 1: But I'm telling you now this is fantastics.
• 20:28
  Speaker 2: His name is Argie Lamar.
• 20:29
  Speaker 1: But and so he came on board. Now, you know,
• 20:35
  Speaker 1: here's the thing about a relationship and something that like
• 20:38
  Speaker 1: it's like your child letting the coach take over your
• 20:41
  Speaker 1: child and teaching them and train them. What did you
• 20:43
  Speaker 1: have to give up? And was it hard to give
• 20:45
  Speaker 1: up certain lanes of responsibilities?
• 20:48
  Speaker 2: Oh? I gave up a lot and for me, sharing
• 20:52
  Speaker 2: power is not giving up power, it's increasing power power.
• 20:57
  Speaker 1: Okay.
• 20:57
  Speaker 2: I mean all of us want to train up people.
• 21:00
  Speaker 2: And not that I trained up RG because he came
• 21:02
  Speaker 2: to the table with a lot of skill sets. But
• 21:05
  Speaker 2: we are building a team and we really focus on
• 21:08
  Speaker 2: how all of our management team is supposed to be
• 21:12
  Speaker 2: training up the people under them to be leaders. And
• 21:16
  Speaker 2: in fact, just this morning and we were on our
• 21:19
  Speaker 2: weekly production call and two of our production workers at
• 21:23
  Speaker 2: the candy plant have been promoted a shift leader internally,
• 21:27
  Speaker 2: you know. So it's all about bringing that up. Please
• 21:30
  Speaker 2: don't go anywhere.
• 21:31
  Speaker 3: We'll be right back with more Money Making Conversations Masterclass.
• 21:41
  Speaker 3: Welcome back to the Money Making Conversations Masterclass hosted by
• 21:45
  Speaker 3: Rashaan MacDonald.
• 21:46
  Speaker 2: So I learned quickly what I was good at. I'm
• 21:49
  Speaker 2: good at being the face of the brand, which is
• 21:52
  Speaker 2: a lot of work. And I also do pitches, right,
• 21:56
  Speaker 2: and I work trade shows, and I do tastings, I
• 21:59
  Speaker 2: do marketing events, so it's a lot of hustle. So
• 22:03
  Speaker 2: I'm really good at that and that's a full time job.
• 22:06
  Speaker 2: And my business partner is really good at operations, innovation,
• 22:11
  Speaker 2: day to day running the company right and so that's
• 22:14
  Speaker 2: what he does. And a year ago I sat down
• 22:17
  Speaker 2: with him. It was actually my idea, and I said,
• 22:20
  Speaker 2: you should be CEO. Wow, and I'll be. At first
• 22:24
  Speaker 2: I said, well, I'll be the chief branding officer. And
• 22:26
  Speaker 2: we were a little concerned that that didn't sound high
• 22:29
  Speaker 2: up enough. And also, we're frankly applying to be a
• 22:32
  Speaker 2: women owned brand, and so for women owned, the female
• 22:36
  Speaker 2: has to be the top. And so the chair of
• 22:38
  Speaker 2: the board has the authority to hire and fire everyone
• 22:42
  Speaker 2: right in the company, and so we had to have
• 22:47
  Speaker 2: that set forth so we would we're equal and power
• 22:52
  Speaker 2: in my opinion, although technically share of the board, I
• 22:55
  Speaker 2: could I could fire him. God Lee, I would like
• 22:59
  Speaker 2: be clinging on to his ankles begging him not to
• 23:02
  Speaker 2: leave if he ever said he wanted owner too. He's
• 23:05
  Speaker 2: we jointly owned the company.
• 23:07
  Speaker 1: But you but you're the majority because of the fact that.
• 23:11
  Speaker 2: You're women, are well, it's majority female. So if you
• 23:13
  Speaker 2: have some other women, so we have other investors, okay, cool,
• 23:16
  Speaker 2: and so all the investment dollars combined majority female, and
• 23:21
  Speaker 2: then it's leadership. We haven't gotten the certification yet.
• 23:25
  Speaker 1: Okay, cool, you will you will knock on fantastic yourself.
• 23:28
  Speaker 1: The beauty of this conversation is, let's get to the products.
• 23:31
  Speaker 1: You were saying something about. You talked about trade shows,
• 23:34
  Speaker 1: and I was rathering off all these great stories. You're
• 23:37
  Speaker 1: in hobby lobby bills, angles, travel Centers of America, and
• 23:40
  Speaker 1: I got to wah Wah. You said, that's that was
• 23:42
  Speaker 1: a learning Yeah, that's.
• 23:43
  Speaker 2: A learning moment. That's a teachable moment. So wah Wah
• 23:47
  Speaker 2: was one I got through LinkedIn. I did a post
• 23:51
  Speaker 2: on how much I love wah Wah got the attention
• 23:53
  Speaker 2: of their CEO, Chris Guyson's and he said, well, we'll
• 23:56
  Speaker 2: give you a shot. We'll bring you into our Florida bark.
• 23:58
  Speaker 1: Where where's wah located as far as the country.
• 24:01
  Speaker 2: Well, they're based in the Northeast, Okay, but they have
• 24:05
  Speaker 2: stores in Florida and they're about to open their first
• 24:08
  Speaker 2: store in Georgia, and they have a cult like following.
• 24:10
  Speaker 2: They have amazing hogis and their coffee game is amazing,
• 24:15
  Speaker 2: and it's just a good brand. It's a really good brand,
• 24:18
  Speaker 2: and they treat their employees right and the stores just
• 24:21
  Speaker 2: looked beautiful. So I wanted us to be part of that.
• 24:24
  Speaker 2: But here's where we went wrong. Two things. First, they
• 24:27
  Speaker 2: said we'll bring in one skew, one product, so just
• 24:31
  Speaker 2: this on a shelf is really hard to generate attention. Second,
• 24:37
  Speaker 2: their buyer and they wanted us. So their buyer wanted
• 24:44
  Speaker 2: to go with a different skew that wasn't our best seller,
• 24:48
  Speaker 2: and we said, well, we really think it should be
• 24:49
  Speaker 2: kettle glazed, and their buyer wanted maple, and so we
• 24:54
  Speaker 2: went with maple. It's not our best seller, and it
• 24:57
  Speaker 2: didn't perform well. And then we had another shot where
• 25:00
  Speaker 2: they said, well, we'll let you bring in another skew,
• 25:02
  Speaker 2: and we said the kettle glazed. But here's the other
• 25:06
  Speaker 2: thing with these big chains is the dirty secret about retail.
• 25:09
  Speaker 2: If you're a vendor trying to get on the shelves,
• 25:11
  Speaker 2: you have to pay slotting fees. So it was forty
• 25:14
  Speaker 2: k to have one slot, plus promotions. They want you
• 25:19
  Speaker 2: to include bake promotions into the pricing, so it's really
• 25:23
  Speaker 2: hard to make money sometimes and these chains, and so
• 25:26
  Speaker 2: when people ask me, why aren't you in Walmart? Why
• 25:30
  Speaker 2: aren't you in some of these chains, and we want
• 25:32
  Speaker 2: to be in them, but the worst thing you can
• 25:34
  Speaker 2: do is to grow.
• 25:35
  Speaker 1: You know this because you count.
• 25:38
  Speaker 2: Consult with businesses all the time. Sometimes it's better like
• 25:41
  Speaker 2: we're in food line, we're in Ingles. I love those accounts.
• 25:45
  Speaker 2: They are in several states. There's are grocery chains and
• 25:48
  Speaker 2: the vibe is good for us. We're in the Southeast.
• 25:53
  Speaker 2: It's manageable. We can fulfill production. They give us four skews.
• 25:57
  Speaker 2: You know, you've got to have more than one skew.
• 26:00
  Speaker 2: So that's the lesson. You can have more than one skew.
• 26:02
  Speaker 2: And don't not necessarily think being in those big national
• 26:05
  Speaker 2: brands are going to be the be all and then
• 26:07
  Speaker 2: all until you're ready.
• 26:08
  Speaker 1: And everybody I wants to do that. Everybody wants to
• 26:10
  Speaker 1: jump out there with these big brands. And it's all
• 26:13
  Speaker 1: positive to say, I want to. I'm in Walmart, I'm
• 26:15
  Speaker 1: in Target. But the food lines of the Krogers, the
• 26:18
  Speaker 1: food lines of the world, come on now, fresh markets
• 26:22
  Speaker 1: of the world, come on now, these are really really great.
• 26:25
  Speaker 1: Going do your demos. The traffic flow, it feels friendly.
• 26:29
  Speaker 1: The environment of stores are smaller, Okay, so when you
• 26:32
  Speaker 1: come in you can see your customers coming through the
• 26:34
  Speaker 1: front door. You know what I'm saying. So this is
• 26:37
  Speaker 1: such a great conversation. So product wise, you know, I'm
• 26:40
  Speaker 1: looking at several products around and this is on audio,
• 26:43
  Speaker 1: so I want to make sure very visual when I'm talking.
• 26:46
  Speaker 1: So this is the number one brand toasted the cons No,
• 26:50
  Speaker 1: this is.
• 26:50
  Speaker 2: Our newest flavor. It's called sweet and Salty, okay, And
• 26:53
  Speaker 2: what I love about is only three grams of sugar.
• 26:56
  Speaker 2: So the true people, well people are trending to more
• 27:00
  Speaker 2: healthy options, but they still like their suites. So this
• 27:05
  Speaker 2: is indulgent, but it's it's healthier for you, is what
• 27:10
  Speaker 2: we like to see.
• 27:11
  Speaker 1: The infamous pecan law is still out there right.
• 27:14
  Speaker 2: Oh my gosh, it's our number one best seller. It's
• 27:16
  Speaker 2: our signal bringing that to the house today because I'm
• 27:20
  Speaker 2: out of them. You got to come visit our you know, Rands, Georgia,
• 27:27
  Speaker 2: southside of Augusta. They have a little golf tournament.
• 27:29
  Speaker 1: There and we are all the masters.
• 27:33
  Speaker 2: Right right, the masters there. We are about to get
• 27:39
  Speaker 2: online are our production for the pecan lag rolls at
• 27:44
  Speaker 2: a massive scale. So we've got a new machine that
• 27:47
  Speaker 2: will enable us to make ten times more than that. Really,
• 27:54
  Speaker 2: it's going to greatly expand our production capacity of the
• 27:57
  Speaker 2: log roll and Once we get that going, we'll be
• 28:00
  Speaker 2: able to start experimenting with the newgat So we're not
• 28:03
  Speaker 2: going to do the New Coke right debacle. Right, that
• 28:07
  Speaker 2: was a big mistake. We all learn from New Coke.
• 28:09
  Speaker 2: We're going to have the original pecan, We'll always always
• 28:12
  Speaker 2: sell that, but we're going to experiment.
• 28:15
  Speaker 1: Now, I've never had this. The stuck his gift shop
• 28:18
  Speaker 1: milk chocolate pecans. These balls.
• 28:22
  Speaker 2: We have milk chocolate, dark chocolate chocolate. Yeah, it looks
• 28:27
  Speaker 2: like the I know what you're talking about. That's an
• 28:29
  Speaker 2: old school can. Come on, come on, really good. Oh
• 28:32
  Speaker 2: my god, Yeah, they're really good. If you put them
• 28:35
  Speaker 2: in popcorn, yeah, protest little pro snacker tip. You get
• 28:39
  Speaker 2: that sweet, you get the salty, the crunchy. It's delish.
• 28:44
  Speaker 2: So we have a a Rover machine, which is like
• 28:46
  Speaker 2: a chocolate water. You have chocolate that's a turtle.
• 28:50
  Speaker 1: A turtle.
• 28:51
  Speaker 2: We call them gopherst right, which is.
• 28:53
  Speaker 1: Very edible, Yes, very friendly to stomach. Yeah, I love it.
• 28:57
  Speaker 2: Those are our, Those are our. That's also trending is
• 29:01
  Speaker 2: the smaller pack sizes. Yes, so people people still will indulge,
• 29:06
  Speaker 2: but they want a hundred calorie pack.
• 29:08
  Speaker 1: Give us a smaller client. That's what she does, A
• 29:10
  Speaker 1: little small cookies, little.
• 29:11
  Speaker 2: Bite sized cookies and that way, it's a it's an indulgence,
• 29:14
  Speaker 2: but it's not crazy.
• 29:16
  Speaker 1: You know, I want to talk about you brought something
• 29:19
  Speaker 1: from me to sample?
• 29:20
  Speaker 2: Yes, I want your honest opinions.
• 29:22
  Speaker 1: Okay, this is a new product described to audience what
• 29:26
  Speaker 1: it is.
• 29:27
  Speaker 2: So this is a collapse. So if any foody entrepreneurs
• 29:29
  Speaker 2: are listening, we are all about collapse. I think that's
• 29:32
  Speaker 2: the way you grow stronger together. Partnerships are very powerful.
• 29:36
  Speaker 2: So this is my friend Molly Blakelee and she goes
• 29:39
  Speaker 2: by molly Bees, molly Bee's cookies. She won the Golden
• 29:42
  Speaker 2: ticket for Walmart last year. She is rocking it and
• 29:45
  Speaker 2: she makes boozy cookies. Okay, and it's not boozy crazy flavors. Yes,
• 29:50
  Speaker 2: this is not. So. She and I started talking about
• 29:55
  Speaker 2: doing a peconlog roal cookie and we have pitched this
• 29:58
  Speaker 2: to convenience store chain and their innovation summit, and it
• 30:02
  Speaker 2: would be awesome if we get selected, we'll see, but
• 30:05
  Speaker 2: we are pitching it as an exclusive to them, so
• 30:08
  Speaker 2: if they pick that up, that will be the only
• 30:11
  Speaker 2: community store chain where you could buy that. And if
• 30:14
  Speaker 2: they don't pick it up, then we'll be selling it
• 30:17
  Speaker 2: all over.
• 30:18
  Speaker 1: First of all, I'm gonna give my taste today, yes,
• 30:20
  Speaker 1: and then I'm going down to Rans Georgia to your
• 30:24
  Speaker 1: team can film they I should bring. I know Marcus,
• 30:29
  Speaker 1: you want to travel Marco, he's my number one eater.
• 30:32
  Speaker 2: He's okay, and we have a Marcus too.
• 30:34
  Speaker 1: He's the number one eater right there. Now, I'll tell
• 30:36
  Speaker 1: you that Casey over there, he's fankey.
• 30:38
  Speaker 2: All right, came on, came on. I want you to
• 30:40
  Speaker 2: all trying the product. But what you a taste test
• 30:44
  Speaker 2: I brought several.
• 30:47
  Speaker 1: Interview is over with. Now what's the future? You know,
• 30:49
  Speaker 1: because I was reading the magazine was projecting fifty million fourteen.
• 30:54
  Speaker 1: Now that this company can be a fifty million dollars
• 30:58
  Speaker 1: a year company.
• 30:59
  Speaker 2: Actually it's one hundred million is our goal. Now I
• 31:02
  Speaker 2: haven't set a date for that. But really there's no
• 31:05
  Speaker 2: reason why Stuckies cannot be the go to pecansnack in
• 31:09
  Speaker 2: this country. So here's our value proposition. Right, if you
• 31:13
  Speaker 2: are coming out with a product, you want to make
• 31:15
  Speaker 2: sure that you have something special, unique that fills avoid
• 31:20
  Speaker 2: in the marketplace. It you got to offer something different
• 31:22
  Speaker 2: because why would the consumer choose you if they can
• 31:25
  Speaker 2: already get something else that they're loyal to. So you
• 31:28
  Speaker 2: go to the nut aisle of America, any convenience store,
• 31:32
  Speaker 2: any grocery store, your specialty shop, whatever. What do you see?
• 31:35
  Speaker 2: You see almonds, you see pistachios, you see cashews, you
• 31:40
  Speaker 2: see peanuts. With all right, I'm going to geek out.
• 31:43
  Speaker 2: It's not a nut technically, it's a lagoon. It's kind
• 31:46
  Speaker 2: of an impostor on the nut aisle said with love,
• 31:49
  Speaker 2: I love I love peanuts, important commodity in Georgia. So
• 31:53
  Speaker 2: I love peanuts. But I'm just saying, you see all
• 31:57
  Speaker 2: these other nuts, right, yet the only snack nut that
• 32:01
  Speaker 2: is native to our country the pecan. Do you see
• 32:06
  Speaker 2: it on the aisles? Do you see a standalone pecanbag?
• 32:08
  Speaker 2: What you see is the pecan in a mixed nut
• 32:11
  Speaker 2: bag fighting for space with the brazil nut, right, or
• 32:17
  Speaker 2: the or the hazel nut. Right. Like you're like, where's
• 32:22
  Speaker 2: the pecon? Where's the pecan? And and that to me
• 32:27
  Speaker 2: is all right. So I'm going to try not to
• 32:28
  Speaker 2: be too on a political rant this political season. Everyone's
• 32:33
  Speaker 2: very divisive, but like it is unpatriotic it is un
• 32:37
  Speaker 2: American that there is not a pecan bag stand alone
• 32:43
  Speaker 2: on most of the snack alls of America. And so
• 32:45
  Speaker 2: we want to be that. We want to be the
• 32:47
  Speaker 2: next it nut. Move over, pistachio. You have had your day.
• 32:51
  Speaker 2: Pistachio has been the it nut for like a decade.
• 32:55
  Speaker 2: They do so like sell. We just got to sell more.
• 32:59
  Speaker 2: We'll have some cue commercials too, you know.
• 33:02
  Speaker 1: And I will tell you something the I at home,
• 33:04
  Speaker 1: I have a bag of becan half your half from
• 33:08
  Speaker 1: the South, Yeah, and I just love them and I
• 33:11
  Speaker 1: just get them off the baking aisle. That's where I
• 33:13
  Speaker 1: go get my nuts for Bacan because they're on the
• 33:15
  Speaker 1: baking aisle. And so because I know you're absolutely right,
• 33:18
  Speaker 1: because that's where I have to go, I grab them
• 33:20
  Speaker 1: when I wanted to watch a movie and studying those peanuts,
• 33:23
  Speaker 1: which will make you mad if you know I was
• 33:25
  Speaker 1: sitting and watching a movie eating peanuts and not so
• 33:27
  Speaker 1: you know, my relationships view is surely strong. But she's
• 33:30
  Speaker 1: absolutely right. But again, you're branding your story. This has
• 33:35
  Speaker 1: been like a marketing and branding one on one interview
• 33:39
  Speaker 1: that I feel is going to be so useful, not
• 33:41
  Speaker 1: only just just to people who want to know where
• 33:44
  Speaker 1: is Stucky, how I can get with Stucky before we
• 33:46
  Speaker 1: go online, talk about the Stuckies where you can get
• 33:49
  Speaker 1: your products and stuff.
• 33:51
  Speaker 2: Stuckies dot com. That's the easiest. Stuckies with an S,
• 33:54
  Speaker 2: right Stuckies with an S or just google Stuckies that
• 33:57
  Speaker 2: will come up and on that site you can see
• 34:00
  Speaker 2: where those few remaining license stores are if you if
• 34:03
  Speaker 2: you want to get that experience. And then we're working
• 34:08
  Speaker 2: on getting more up to date with all the different
• 34:10
  Speaker 2: chains that carry our product, but definitely in the Southeast,
• 34:13
  Speaker 2: Engles Food Lion Hobby Lobby is nationwide absolutely, and so
• 34:18
  Speaker 2: you can at home is the nationwide chain.
• 34:22
  Speaker 1: When you go to these stores Hobby Lobby Foods. Like
• 34:25
  Speaker 1: what products are in these.
• 34:27
  Speaker 2: Stores, it varies, but you'll see what we call our
• 34:30
  Speaker 2: core nine, our main products. So most of the stores
• 34:33
  Speaker 2: are going to carry the yellow bag of pecan snacks,
• 34:38
  Speaker 2: and they'll have the pocan log role and some of
• 34:40
  Speaker 2: them will also have pralines and the turtles, the milk
• 34:44
  Speaker 2: chocolate turtles. We also just got into Rural King and
• 34:47
  Speaker 2: we're in Bombguar, So if your Midwest fans will definitely
• 34:51
  Speaker 2: recognize those brands this are Farm Hardware, which is a
• 34:54
  Speaker 2: really good chain for us, Like Farm Hardware is our jam.
• 34:58
  Speaker 2: I just got back from the Ace Hardware Show and
• 35:00
  Speaker 2: then I'm headed to True Value and do it best
• 35:03
  Speaker 2: to kind of know your market right know who your
• 35:06
  Speaker 2: audience is. Those folks love us. You saw me on
• 35:10
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• 35:14
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• 35:17
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• 35:28
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• 35:37
  Speaker 2: Yeah, well, thank you so much. It's just been my pleasure.
• 35:40
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• 36:01
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