Podcast appearances and mentions of jordan decicco

In this episode, Jacob reconnects with Jordan DeCicco-- the the Founder of the #3 bottled coffee brand in the US, Super Coffee. Jordan has been on Shark Tank, the company has raised $150M+ from investors like: Alex Rodriguez, Aaron Rodgers, Jennifer Lopez and removed more than 10,000,000 pounds of sugar from the American diet. If you enjoyed this episode please share it with a friend. It helps us out a lot. https://podcasts.apple.com/vg/podcast/real-conversations/id1594231832 Jacob's Instagram: https://www.instagram.com/jacoboconnor/ Shop Super Coffee: https://drinksupercoffee.com/ Jordan's Instagram: https://www.instagram.com/jordan_decicco/ Jacob's YouTube: https://www.youtube.com/watch?v=MtNksWC2r2Q

Jordan DeCicco, Founder and COO of Super Coffee, was in college when he started blending up a concoction of organic coffee, protein, MCT Oil and a bit of zero sweetener in order to find the energy drink that he craved. Soon Super Coffee was born. Hear all about how Jordan and his Co-Founders have taken an idea that they were passionate about and turned that idea into an excellent business with products that are awesome. This episode is filled with so much inspiration and takeaways you won't want to miss! On this episode of #TheKaraGoldinShow. Enjoying this episode of #TheKaraGoldinShow? Let me know by clicking on the links below and sending me a quick shout-out on social. Or reach out to me at karagoldin@gmail.com https://www.linkedin.com/in/karagoldin/ https://www.instagram.com/karagoldin/ https://twitter.com/karagoldin https://www.facebook.com/KaraGoldin/ Check out our website to view this episode's show notes: https://karagoldin.com/podcast/417 To learn more about Jordan DeCicco and Super Coffee: https://www.instagram.com/jordan_decicco/ https://www.instagram.com/drinksupercoffee/ https://www.linkedin.com/in/jordan-decicco-620637a5/ https://drinksupercoffee.com/

On this episode of The Casey Adams Show, the DeCicco brothers share their journey in creating Super Coffee, from starting in a college dorm room to raising over $100m+ from private investors. They discuss their product-focused approach and early struggles, as well as their vision for the future of Super Coffee. Learn more about Super Coffee: https://www.drinksupercoffee.com Follow the DeCicco Brothers: Jimmy DeCicco: https://www.instagram.com/jimmydecicco5/ Jake DeCicco: https://www.instagram.com/jakedecicco/ Jordan DeCicco: https://www.instagram.com/jordan_decicco/ - [00:00:00] Brothers start coffee business: Epic naive journey. [00:06:54] Risking it all for coffee success. [00:22:51] Competing with self for growth. [00:28:59] Focus on self-improvement for success. [00:34:28] Know your P&L [00:40:27] Innovate, Improve, Evolve [00:46:56] Learning from mistakes [00:54:21] Create better future through optimism. - Follow Casey on social media: Instagram: https://www.instagram.com/casey Twitter: https://www.twitter.com/CaseyAdams  TikTok: https://www.tiktok.com/@caseyadams YouTube: https://www.youtube.com/@CaseyAdams Learn more about your ad choices. Visit podcastchoices.com/adchoices

In this episode, Jacob reconnects with Jordan DeCicco-- the the Founder of the #3 bottled coffee brand in the US, Super Coffee. Jordan was a D1 basketball player in Philadelphia when he dropped out to launch Super Coffee. 7 years later and Jordan has been on Shark Tank, the company has raised $150M+ from investors like: Alex Rodriguez, Aaron Rodgers, Jennifer Lopez and removed more than 10,000,000 pounds of sugar from the American diet. This episode is one of my favorites-- you won't want to miss this insightful conversation. If you enjoyed this episode please share it with a friend. It helps us out a lot. https://podcasts.apple.com/vg/podcast/real-conversations/id1594231832 Shop Super Coffee: https://drinksupercoffee.com/ Jordan's Instagram: https://www.instagram.com/jordan_decicco/ Jacob's Instagram: https://www.instagram.com/thejacoboc/

It's one of the fastest-growing entrepreneurial beverage brands in recent memory, but while Super Coffee appears to be sprinting towards an exit, brothers and co-founders Jim, Jake and Jordan DeCicco often say that they're just getting warmed up.  In the seven years since Jordan created the brand in his college dorm room, Super Coffee has become a significant player in the multi-billion dollar RTD coffee category. Over the past two years, the company has ramped up distribution via a partnership with beer giant Anheuser-Busch InBev and fueled an expansion into new retail channels supported by a $106 million Series C funding round completed at a valuation of $500 million. Earlier this year, Super Coffee announced its foray into energy drinks with Super Energy, a line of premium sparkling beverages made with natural ingredients. While the brand continues to be on a positive trajectory, operational challenges caused by the Covid-19 pandemic and an increasingly rigid M&A environment for beverage brands have required the DeCicco brothers to reconsider and revise parts of their business, including  Super Coffee's core line of products. In an interview featured as part of Taste Radio's live podcast and meetup event in Austin, which was held in September, the DeCicco brothers spoke about how shifting headwinds have influenced recent business decisions, the impact of Covid on innovation and what they learned from being on the front lines of distribution and merchandising since the outset of the pandemic. They also explained the value of being “the world's foremost experts on Super Coffee” and how they communicate exit planning to the Super Coffee team. Show notes: 0:45: Jim, Jake & Jordan DeCicco, Co-Founders, Super Coffee – Taste Radio editor Ray Latif shared his admiration for the Super Coffee office and asked the DeCicco brothers to express their seven years in business in a single word.  Jim spoke about how the team assesses when and how to ask for advice,  Jordan discussed their process for adding a strategic advisor or investor to the company and Jake explained why Super Coffee extended the brand into energy drinks. Later, the brothers spoke about the brand's shift toward indulgent flavors and why there was (and continues to be) some disagreement about their blueberry muffin variety,  their belief that “our job starts after the product gets on shelves” and why maximizing value for the company's investors and partners is the key to an optimal exit. Brands in this episode: Super Coffee, Bai, Honest Tea, Zico, Celsius

In this episode, I am very lucky to have Jordan DeCicco with me, the co-founder of Super Coffee. Jordan, as a student athlete, founded Super Coffee in his dorm room to find a healthy and delicious energy drink. Now he runs Super Coffee with his two brothers Jim and Jake. So far, they have energized over 400,000 people and were featured on Shark Tank. He talks to us about the story behind Super Coffee and his views on the beverage industry. I really enjoyed learning about Super Coffee and I hope you do too!

Today on Subscribing to Wellness we are joined by Jordan DeCicco, Founder and COO of Super Coffee. Jordan, a former college basketball player, originally founded Super Coffee in his college dorm room as a low-sugar clean energy solution that helped him cope with the challenges of being a student athlete. Soon after he joined forces with his brothers, Jake and Jimmy as they entered the Georgetown Summer launch program. Episode Fun Facts: 1) The team has come a long way surpassed $100M in annual sales at a valuation around $500M. 2) AB InBev is on their side as a key distribution partner. 3) The team has line extended into plant-based offerings and my new favorite flavor, Cinnamon Roll --- Support this podcast: https://anchor.fm/subtowellness/support

Jordan DeCicco created Super Coffee in his dorm room when he was only 19 years old. He dropped out of college to go full-time on his side-hustle and now, together with his two brothers runs the bottled beverage brand out of Austin, Texas.With an impressive $125m in annual revenue, the DeCiccos have attracted big name investors including J. Lo and Alex Rodriguez. Their next step is tackling how to scale - not just domestically but also internationally.But how do you maintain the company culture you created from the ground up when you're growing at this pace? And how do you lead as Chief People Person when your leadership team is made up of your older brothers?Listen in for actionable tips on how to scale culture "all the way to the bottom” as you grow around the world. Want to be a guest on That Will Never Work? Head to https://marcrandolph.com/guest (https://marcrandolph.com/guest), fill out the form and record the question you'd like Marc's help with right there on the site. And while you're there sign up for Marc's newsletter https://marcrandolph.com/newsletter/Feeling social? Marc would love to hear from you here:Twitter: @mbrandolphInstagram: @ThatWillNeverWork LinkedIn: Marcrandolph Tiktok: @marc_randolph

Mark Divine speaks with Jimmy, Jake, and Jordan DeCicco, founders of Super Coffee. Today, Mark Divine speaks with Jimmy, Jake, and Jordan DeCicco, founders of the healthy coffee brand, Super Coffee. All under the age of 30, these young entrepreneurs began their business in a dorm room, and now lead a company valued at over $500 million. The DeCicco brothers share how their fiercely competitive upbringing instilled in them drive, passion, and grit that first helped them succeed in football and basketball, then carried over into the world of entrepreneurship. “The lessons learned as athletes empower us to do what we do on a daily basis in terms of overcoming obstacles.” Key Takeaways: Surround yourself with the best possible people who have experience and knowledge. The strength of a team is only as good as its people and the brothers never were shy about reaching out to the best of the best. They took this philosophy to finding the best mentors as well. Seth Goldman, the founder of Honest Tea, had a similar mission to the brothers (to provide an alternative to unhealthy, sugar-laden beverages.) They sought him out, pitched their business and he proved to be a valuable mentor, who also graciously extended his network to the start up. If you want to start a business, look for a problem to solve. For the DeCicco brothers, the problem was that there were no healthy coffee or energy drinks available on campus. As athletes, they were downing protein regularly and coffee regularly, so it made sense to combine the two. There's no silver bullet. You've just got to hustle.The DeCicco brothers were pushed hard to win at a young age, by their competitive, athletic parents, and by each other. They developed a strong work ethic, understood the value of teamwork and the value of family. They attribute their success mostly to their parents and what they taught them and the values they instilled in them. Businesses need a strong culture and set of defined values to succeed in today's world. The great resignation is proving that employees are fed up with poor leadership and working for companies that don't value them. The DeCicco brothers have implemented a value system called C.O.A.C.H. (Curiosity, Optimism, Ambition, Compassion, Humility.) These values help create a positive culture that values and rewards employees for embodying these values.

Jordan DeCicco is the Co-Founder and youngest brother of Super Coffee. Super Coffee is a coffee brand made with ingredients that are great-tasting, great-for you, and sustain you for the long haul. Nothing shady. No added sugar. Only positives. SimpliFinance with Shane White is now proudly brought you by ROUTINE! Head over to yourroutine.com and try their newest product "Morning Routine". Use code "ShaneWhite30" at checkout for 30% off your first order! ---------- Helpful Links Instagram: @jordan_decicco @drinksupercoffee @shane.m.white https://drinksupercoffee.com/ Whoop (1 free month): https://join.whoop.com/#/C20648 Robinhood: http://join.robinhood.com/shanew1 COVID Stock Market Rebound Tracker: https://docs.google.com/spreadsheets/d/1-ayygZVOqsqPuqAWmmIFm7qj2Mymw86OKd7UvQiPx1o/edit?pli=1#gid=0 --- Support this podcast: https://anchor.fm/simplifinance/support

Jordan is the youngest brother and Founder of Super Coffee. He's an athlete, and an entrepreneur, who had a vision and went all in on his vision. He dropped out of college, and forfeited his full-ride basketball scholarship in order to create a no sugar added coffee drink. He recognized a void in the market and stepped in to fill that void. Jordan talks about how he takes care of his own mental health, and his employees, while adding positive energy into the lives of his consumers through purchasing their product. This is a do-not-miss-episode! Learn more about your ad choices. Visit podcastchoices.com/adchoices

Jordan, Jake, and Jimmy DeCicco are three brothers with a great story. They founded what is now the $400 million company behind Amy Jo’s favorite morning drink, Super Coffee, from their college dorm room. In this episode of Why Not Now?, the brothers tell Amy Jo about the “boots-on-the-ground” days of the company. Jordan left his college athletic scholarship and Jimmy quit his job on Wall Street to fully commit to starting Super Coffee. They even did their own manufacturing in the company’s early days. The founders also chat about the steps the company took during the pandemic to not only increase their own sales, but to also help others. Jordan, Jake, and Jimmy tell Amy Jo about the values they share with the rest of the company. They realized the company needed more diversity, so they hired an ethics advisor. They also have an honest, vulnerable discussion with Amy Jo about the importance they place on mental health, and taking care of themselves even on their best days. The Super Coffee products are packed with healthy ingredients, no sugar, and a great taste to fuel you with positive energy all day. Amy Jo drinks it religiously because she loves the taste, but her belief in the founders’ strong values motivated her to invest in the company, too. Super Coffee is hooking up Why Not Now? listeners with an exclusive 25% discount on all products! Head to DrinkSuperCoffee.com and use code WHYNOTNOW for your 25% discount. DrinkSuperCoffee.com is the ONLY place this offer is available and your discount works for ALL products. No restrictions. Follow Jimmy on Instagram Follow Jake on Instagram Follow Jordan on Instagram   To learn more about Amy Jo’s favorite business tool and project management software, monday dot com, and get your free trial, click here. You can also access the templates Amy Jo has custom created for Why Not Now? listeners.   To learn more about the Renegade Accelerator, click here. Get Amy Jo’s newsletter.   Follow Amy Jo… Instagram Twitter Facebook Why Not Now? Instagram Buy Amy Jo’s Book  

If done correctly, a two-headed strategy of driving sales on Amazon and your native website could yield huge dividends. But what does that kind of strategy look like, and how can you create a scenario where one builds off of another?The answer lies in assortment and pathways into the brand experience. Ben Knox is a bit of an expert in this area and he’s here to share his expertise. Ben earned his stripes working on Red Bull’s ecommerce strategy, and now serves as the vice president of ecommerce and growth at Super Coffee. According to Ben, brands need to come up with an assortment strategy that allows customers to get what they want, when and where they want it, but also leads them back to the type of brand experience you want them to have. He also details how beneficial a subscription model can be, if done right. Plus, he gives some tips on how to get the most out of your texting strategies and what is going on in the wild west of customer acquisition.Main Takeaways:Assorted Assets: When you sell on Amazon, as well as natively on your website, you need to decide on an assortment strategy and how each site can build off each other. Whether that is only placing a select assortment of products on Amazon, or having a full assortment across channels, but offering more subscriptions and sales on your website, it’s crucial to have pathways back to your branded channels.Gotta Flex: If you offer subscriptions, you can only achieve true customer success if you offer flexibility. Even if it means that your customers can cancel a subscription ten minutes after they sign up, those are the kinds of options you need to offer. Doing so allows your customers to feel unburdened and that the experience is risk-free, which makes them more inclined to sign up.Text Me: There are benefits to separating your text strategies in order to maintain the relationship you want with your customers. Having separate text numbers for subscription management and branded content will help customers differentiate the experiences they are having and allow you to cultivate a true VIP experience with those who opt into the branded company channel.For an in-depth look at this episode, check out the full transcript below. Quotes have been edited for clarity and length.---Up Next in Commerce is brought to you by Salesforce Commerce Cloud. Respond quickly to changing customer needs with flexible Ecommerce connected to marketing, sales, and service. Deliver intelligent commerce experiences your customers can trust, across every channel. Together, we’re ready for what’s next in commerce. Learn more at salesforce.com/commerce---Transcript:Stephanie:Hey everyone, and welcome back to Up Next In Commerce. This is your host Stephanie Postles, co-founder and CEO at Mission.org. Today on the show, we have Ben Knox joining us. He's the Vice President of ecommerce and growth at Super Coffee. Ben, welcome.Ben:Thanks so much for having me. I'm excited to be here.Stephanie:I'm really excited to have you on. So, you have a very long background in ecommerce. I feel like you're a veteran when I was looking through your profile. And I was hoping you can start there and go into where you've been and how you got here.Ben:Absolutely. I think that's a great foundational question. I started my career at Red Bull at the headquarters in Los Angeles. And looking back on it, couldn't be more thankful of a place to start my career. Obviously, one of the most exciting and powerful brands that CPG has seen in the United States, if not worldwide over the past several decades. So learned a lot there. Started in brand marketing, rotated into corporate strategy, eventually distribution, before finding my way into a special project on ecommerce and at Red Bull at the time And even today, the entirety of ecommerce really relates to Amazon.Ben:For one reason or another, Red Bull only wants to sell merchandise and things like that in a direct consumer way. Everything else is for retail and Amazon would be considered there. So, that was my first experience in ecommerce was leading global Amazon strategy for Red Bull starting in the United States and then, exporting that to Western Europe which was a really exciting opportunity. Great way to learn ecommerce from really the best and brightest, Amazon. Spent a lot of time in Seattle, working with the vendor team there and the related marketing teams. But eventually was really interested in going deeper in particular on direct consumer, paid media, things like that. And so, found my only real opportunity to do that was to leave that great brand, leave the company and join what ended up being several other startups and companies since where I've gotten deeper.Stephanie:Cool. So what does your day to day look like at Super Coffee and what is Super Coffee?Ben:Yeah, absolutely. Super Coffee is an enhanced Coffee Company playing really in almost all consumer packaged goods coffee categories. So, we have bottled coffees, can coffees that really tastes like delicious frappuccinos but don't have any of the calories sugar or carbs and other added positive ingredients, functional ingredients for health. And we also sell similar super espresso product. It's like a double shot espresso, more portable, more on the go, less liquid, same performance.Ben:But also, as of last year, we've moved into ground coffee with added vitamins and antioxidants, k-cup coffee pods and then, previous to that we had been selling creamer, super creamer, similar profile, very decadent, indulgent, but high on health, low on sugar and calories and all that working together as one stop coffee shop for the health minded consumer.Stephanie:That's awesome. And then I saw... so the company was started by three brothers. Right? Was it when you were in college?Ben:Yeah, Jordan as the youngest brother, Jordan DeCicco and his brothers Jake and Jim, his two older brothers, founded the company together. Jordan actually formulated the first Super Coffee in his dorm room and enjoyed it himself and then was sharing it with his former basketball team players. He was a college athlete and got an insight that there's really nothing like this out there.Ben:They didn't enjoy... they enjoyed the flavor and the taste of Starbucks drinks and cafe drinks, but not the way it made them feel, nor the sugar and the calories. And they also liked the idea of energy drinks, but again, not great ingredient profiles and tons of sugar and those things too. So they didn't want to put that in their body and that's really why they started Super Coffee. And, like mentioned, Jordan formulated it in his dorm room for the first time, and then, slowly but surely convinced his brothers to join in on his mission of disrupting the coffee industry. And now, five, if not six years later, here we are and and it's really amazing what they've accomplished.Stephanie:Yeah, it's definitely huge progress. I saw that they were on Shark Tank back in 2017 and then, now recently, they received investment from like big NBA stars and NFL quarterbacks. And then, I think most recently, the company is valued at like 200 million in June or something which blows my mind for something that started in a dorm room. That's amazing.Ben:Yeah, let's not forget J.Lo and A-Rod are our investors and partners in the company and it's no big deal.Stephanie:No big deal, J-Lo. What is up, girl? So, obviously, this company is awesome, which is why you're there, what does your day to day look like as the VP of ecommerce and growth? What do you do?Ben:Yeah, it's varied. So overseeing the sales division of ecommerce so, the actual divisional P&L for Shopify, Amazon, and then, that long tail of third party online retailers. Thrive Market is really awesome standout, actually a new partner of ours, early this year and really great partners so far. So really excited to go deeper on that relationship. Walmart.com is in the mix there as well. So, that's from a sales, divisional responsibility. That's what we're working with. But then, also responsible for the 3PL, whose services all of our ecommerce order fulfillment, the 3PL also services our Amazon business, so is basically, [inaudible] and inbound logistics to Amazon for FBA. And they also do some managed services for us. On top of that, also responsible for overseeing all of our acquisition or retention marketing efforts to really drive both of those two strong horses.Stephanie:Cool. So, what is the breakout between selling on Amazon, selling on your site, selling on other websites, what does that breakout look like? Are you favoring one area right now? Has it changed in the last year?Ben:No, it's the... the really interesting thing about it for us and it's funny now, having done this with a few different brands, it's so brand specific, where your consumers desire to shop from you and for us, we really maintain a very consistent mix so what you might often see is a brand, start strip consumer, then they start moving into Amazon and customers just shift in to Amazon, because everybody has a Prime account these days. It's very easy, very dependable, great return policies, all that so there's a lot of trust there. You're already doing a lot of shopping there. So oftentimes, you'll just find your customer base moving to Amazon in that somewhat uncontrollable way.Ben:There's definitely things that you can do to maintain a more healthy mix. And I would say a lot of those, factors and criteria are in place at Super Coffee and so as a result, we maintain a really healthy mix, let's call it 60%, Shopify, 40%, Amazon, and both both scaling pretty consistently against each other and maintaining that mix and we expect that to continue this year.Stephanie:So what are some neat tricks with selling with Amazon because we've had a lot of smaller brands on here, DTC players who... we've, of course, talked about Amazon creating a white label version of their product and we've also had a couple people be like, there's nothing to worry about as long as your product is strong. How do you guys think about selling on Amazon? And what opportunities are there that maybe people are missing?Ben:Yeah. So, there's many ways to skin a cat there and again, it's very brand dependent on what's right for us. Our context is we really are a retail brand first. So we're now, I think, in over 30,000 outlets across the United States, approaching 60 to 65% ACV so we're getting pretty ubiquitously available. But obviously, nothing compared to a Red Bull that, at the time I left the company over 300,000 outlets, so you can stumble and buy a Red Bull no matter where you are.Ben:Super Coffee is a bit earlier in that lifecycle, but still predominantly retail brand. I think in relative to our category, we really want the consumer to be able to have perfect availability of our products and to be able to purchase our products, when, where, how often, from whom they like. And so from, this is leading into an assortment strategy, from an assortment perspective, maybe another brand might have only select assortment on Amazon and then, to get the full brand experience, you have to go to the website. So, that's a natural path toward toward direct consumer.Ben:There's other ways that we do it. However, we provide the best subscription experience and discount on our website. So, we actually offer subscription on a limited basis. And when we do only the 5% funding amount on Amazon, whereas our website is 15% and so, naturally loyalists, people who are really engaged with the brand will come over to us. And there's other things like special bundles and different content and things like that the website offers that Amazon simply can't.Stephanie:Are you oftentimes finding your customers on Amazon and then, speaking to them in a way that brings them to your website afterwards, top of funnel, they come there and then, you pull them in to create a loyal customer base and retain them?Ben:Yeah, there's a master design for that to occur. It's almost though in practice a bit of pushing a boulder uphill, in that people are demonstrating an intent to purchase somewhere, and there's something there, right? And so, if they are starting to buy on Amazon, that's really an Amazon customer, most likely and then, the factors that would drive somebody from Amazon to our website are a bit more natural and gradual per se. That being said, we do nurture that behavior but it's not a really aggressive, offensive strategy that I would say we've unlocked. Even though I would like to say that we've unlocked that as a massive arbitrage opportunity on the platform, we do find that people tend to stay where they start.Stephanie:Yeah. I mean, what would the ideal state look like to you, if you were to make it into the perfect funnel? How would you have it work, if you could just choose?Ben:Semi-limited assortment on Amazon, full assortment, full experience on the direct consumer website. And then, different mechanics and communication strategies in between that Amazon experience, that trial opportunity into the direct consumer experience. Again, slightly different for us, since we're beverage and consumable, or really on the go and post product, retail product, but a brand that's maybe less oriented in that way, could more aggressively attack that type of opportunity.Stephanie:Yeah. Cool. And how do you guys think about subscriptions? Because that was a thing that I feel like everyone wanted everyone to have subscriptions to their products? And then, I feel like a lot of people realize, okay, that's actually not best for our customers, because they don't need a subscription for whenever we have t-shirts or something so we are going to drop that from their offering. And now, it seems like it's making a comeback, but only with certain products. So how did you guys think about that as part of your customer retention strategy?Ben:Yeah, subscriptions for us are paramount, I would say. So, again, a very consumable product. Ideally, we are 50 to 100% of your coffee consumption, obviously, when you're on the go on the weekends, you're out with friends, things like that, pop into coffee shops, you can't avoid that, of course, but relative to... especially, from being at home and through the pandemic in the last nine months, we really want to be that one source coffee solution for you at home, irrespective of your on the go behaviors. And so, for that, subscription, works perfectly on that repeat purchase behavior.Ben:And it's great because you don't have to recruit or remind that shopper to come back and buy every single time they're running low. It's actually right... it's going to happen anyways. But then, we give them the opportunity to say, Hey, not right now, I'm not quite through my last order or we give them the opportunity to say, Hey, I blazed through that order. Let me get my next one, ASAP. So there's that opportunity to modulate on the consumer side of things, that makes it an ideal situation.Ben:I think the technology is not quite there yet to make that a perfect experience, that 30 day cadence is not always perfect for the amount of units in a case and the amount of units in a case is going to last you longer or less time than it would, me. So it's not perfect, but we are working on communication strategies and software and technology to help improve that subscription experience for our customers.Stephanie:Yeah, I think that flexibility is key, I even think about something like Stitch Fix where they say you can pause the orders, you can start it up again, you can take a vacation from it, whatever you need to do. And, I think that feels very risk free like you mean, I can just try it once and then, pause it for three months, and then, try it again? And it's just so different from how it was, I would even say a year ago, where it felt very, cut and dried, you're in it or not. You can get six months in or you can't have it at all, which shows so much has changed a lot.Ben:You're committed. Yeah, we offer ultimate flexibility. You can add a subscription to cart, checkout and then, go and log into your account and cancel that subscription, five minutes later and while that's not ideal, it's okay. That's okay. And really, it's more modeling less than, in a way, the function of subscription itself, we're modeling a loyalty program, in a sense. And so, if our subscription customers get 15%, every order, don't really care if they're actually on a subscription that auto bills them, or they're managing that bill on their own. So, we find ways to incentivize and give rewards and give backs regardless of the way that they are actually going about that.Stephanie:Yeah. That's cool. So, what are some of the biggest driving forces with the program that work well? Is it just the cost savings that usually attracts people and then, something else, once they're in it or what do those incentives look like?Ben:Yeah, it's the cost savings and then, the stated flexibility, the money back guarantee, things like that get them in and interested. Thereafter, one of the things that we invested in six or nine months ago, was basically text message based subscription management. And so essentially, three days before re-bill, an automated text will go out and say, hey, your order of, fill in the blank, is set to ship in three days, would you like to make any changes? Gives the opportunity to opt out, cancel, gives the opportunity to say, ship it right away. Thank God, you messaged me. I'm ready for it now.Ben:They can add products that are not even subscribable. So, they can add season or one time products to try, things that might not even be subscribable. They can modify quantity. They can do all kinds of stuff. It's just as easy as a text message back and forth. So, that's the experience that we're trying to create both at managing and an automatic and dynamic concierge experience for the customer. To really make that experience carefree, really feel like they have as much control as they want over the experience and to steer away from what you were mentioning, which is the old history of you opt into a subscription, you get a deal. And then, you try to go log in and cancel, you can't even figure out how to cancel the dang thing and that's not-Stephanie:Call our customer service representatives and [inaudible].Ben:My gosh, yeah. Email us or okay, that's crazy. So that's not the business that we're in. We're in it to spread positivity, create a great connection with our consumers because now, they're not just buying from us on our website. They're buying from us in stores and they have family members and friends and that kind of experience goes a long way and, the opposite experience also goes a long way.Stephanie:Yeah, I agree. What did it look like after you implemented the SMS stuff? And then, all of a sudden, the customers can easily just be like, and cancel. What did the results look like? Was there anything surprising there?Ben:Yeah. So you'd think, okay, you're would go through the roof. And because you give somebody such an easy way to cancel, it's almost a fear mindset rather than an opportunity mindset and what it actually did for us is it didn't increase cancels, but it decreased cx inbound. So, it actually decreased our costs on the customer service, customer experience side of things, because customers could then, choose their own adventure, right? And self service.Ben:And, philosophically, we haven't gotten the data yet until a software, right? The customer has a great experience, doesn't have to email support, all of that back and forth, they're probably more likely to come back later because there's less thrash, less risk of a negative experience. So all in all, great from that perspective, and great from the perspective of allowing people to increase quantities, add new products, things like that. So AOB subscription has also increased.Stephanie:That's awesome. Is there anything else that you do in the text message arena where you're like, this is also working well, or another way that you communicate with your customers outside of just your orders coming up from a subscription standpoint?Ben:Yeah, we do. We do marketing blogs so to... the other part of our text message strategy, and I like calling it a text strategy, not an SMS strategy.Ben:It's pretty much what everybody calls it, but I even see it sometimes where companies or brands, call it that to consumers. And I see it printed on packaging or it's like, send us an SMS. I don't know if any consumer knows what an SMS is.Stephanie:Calling on a landline.Ben:Yeah. Exactly. So, relative to that, it's actually two separate softwares that power it, which we would like to synthesize over time. So two separate phone numbers that these communications come from. So, we let people know that this is your subscription phone number and then, this is the Super Coffee personality brand phone number. And on that second one, we really nurture that as a VIP audience and so, when we do a product launch, things like that, we let people know if they want early access to the new products or early access to, let's call it a Black Friday, Cyber Monday sale, or what have you, you're going to get a 24 hours heads up, to everybody else, to get that early access if you're opted into our text message database.Ben:And so, that's largely how we use it, get early access to things like that product launches, seasonal products and then, the occasional motivational marketing push, things like that that are more conversational, less, we're trying to sell you something. And, I think that's the direction that we want to continue to go deeper on, is driving personalization, driving value, as opposed to asking so much. I think that's something that the industry is striving for as well.Stephanie:Yeah. I agree. It definitely is a tricky channel to where you see a lot of people doing it wrong. And I can see brands being hesitant to even try it out because they probably have experienced something not so great themselves. And they're like, I just don't want to get it wrong. Because I mean, I'm sure you get the random text where you're like, I don't need that coupon right now. I'm in bed, watching Bachelor, which, Ben, I know, you're doing the same thing. I just don't need that right now. It's unhelpful.Ben:There's this... I don't know, who invented it is probably decades, if not 100 years old but this concept of, I think Gary Vaynerchuk might have popularized it, but this concept of give twice, or give three times or five times before you ask for anything. So, it's all about that, giving value and that can be modeled through social media, that can be modeled through email marketing, and that certainly, I think, should be modeled in text messaging but it's tough as marketers or as business owners, business operators, as soon as you stop being consumer, sometimes it's hard not to become incentivized as the business owner and want to sell, sell, sell.Ben:I think sometimes as the business owner or the operator, it's easy to forget what it's like being a consumer and slip into that sales mindset. But I think it's important for us to all, empathize as much as possible with being on the other end and really think about what you would like to receive from a brand as opposed to just another sort of promo?Stephanie:Yeah, I definitely agree that as a business owner, seeing all this data, it's easy to slip into that mindset to, you people like that and, especially, if you're being measured by certain KPIs, and you're like, well, if I send out three random poems or jokes and my boss sees that, they're going to wonder what I'm doing and I can explain it versus my marketing message, which is very kosher and by the books, might not perform as well, but less explaining, just-Ben:Yeah, exactly. So, I think depending on where you are in your organization, or who's listening to this, doing this correctly could require a lot of education upward or throughout the organization. And it's tough, because it's a long term thing. And it's building trust with the consumer, but you also have to build trust internally, to give yourself that runway to operate like this. So there's no silver bullet here, but something to strive for, for sure.Stephanie:Yeah, I agree. So what do you see right now, when it comes to the customer acquisition landscape. What has so far 2021 looked like? Is it very different than prior years?Ben:Yeah, it's interesting, I think... two things happened last year and people started spending more time on the Internet and on their devices as a result of the pandemic. So in a way, there's now more reach, more impressions, for sure. And then, there is definitely a surge of people buying more heavily online in certain categories than they ever were before. But I think, we're moving toward the back end of that and reverting to a new mean or a new normal. And, now we've also had nine months for advertisers and brands to catch up to starting to sell and advertise on the internet. And so, there's a crowding from the brand side of things and certainly over the last... [inaudible] always but even now, in starting the year, things are just continuing to escalate and get more expensive on CPM and CPR basis.Ben:So putting increasing pressures on cost per acquisition, and overall customer acquisition costs for a brand new business that might have been previously very reliant on paid digital advertising to find new customers. And so, at least what we're focusing on is diversifying, not only just in channel, so testing obviously, other advertising channels to acquire customers. But diversifying away from paid and more into owned and earned and shared, obviously, longer term investments, things like Content Marketing blog, or let's say, diving deep and building an organic presence on TikTok, which is a buzzword and everyone's very interested in right now.Ben:Pinterest is another area. Pinterest is really the third search engine of the internet, I would say, behind Amazon and Google. So that's something that's been hiding in plain sight for a long time and strategies like that to nurture a healthier upper funnel and then, Paid may be more of converting, retargeting remarketing engine, than a prospecting engine is probably the best way forward. from our perspective currently.Stephanie:Yeah, and I think that's a really good viewpoint, especially when you think about what's happening around the privacy rules and what people have relied on for a long time when it came to Facebook ads and like what IOS is coming out with, it seems like a lot is changing but brands are going to have to rethink how they find new customers just like you're mentioning.Ben:100%.Stephanie:Crazy. So, when you're talking about, right now, there's also a lot of crowding from the brands who popped up, who either came online that weren't or a lot of brand new DTC companies that all started last year, a lot of them did, how do you think about making sure that Super Coffee shows its value in a way when there's a lot of other coffee players popping up and keto brands and butters that you add to your coffee, it feels like the space is getting very saturated. How do you know keep showcasing your value and why you're so different than a lot of other brands?Ben:Yeah. 100%. We tested so many different creative strategies, and this is... we'll talk about paid advertising for a second. Ultimately, we've come down to a few key creative formats or messaging strategies on the paid side that work really well for us. One that we continue to own is is a comparison style ad, which is putting us up against a really sort of delicious looking, we'll call it a Starbucks or a Dunkin Donuts cafe drink with foam and cream and swirl and things like that. And then, putting our product directly next to it, and saying, hey, everything about this... these two things are the same, actually, except for and then we flashed through the nutritional profile, the calories, the sugar, the carbs, that works really well. And, that's not only driving value for us, from an ecommerce perspective, but that's driving global value for us all the way, through the omni channel environment. So we're really happy about that type of communication and that creative strategy, very hard working. That side of things-Stephanie:It's hard too because you're instantly anchoring yourself to a brand that everyone already knows about. So you don't even have to explain, it tastes like this, it's got its own, you don't even have to worry about that when you anchor yourself to a larger brand like that.Ben:Exactly. It's interesting. It's a strategy that has being successfully used by the Magic Spoons of the World, maybe a bit easier, right? Because we've all known for a long time now that cereal is not good for us but we love it, right? I grew up on cereal. I'm from the Midwest and I subsisted off the cereal. So when I learned Magic Spoon came out and Catalina Crunch and different brands like this, it was like, no brainer. I'm ready to try that because I've been dying to eat cereal for a decade and I told myself I couldn't anymore. That's a great comparison.Ben:Ours, we were comparing it against a bottled product in the past. But less household penetration on those types of products, what we really found success in is actually comparing it to the cafe drinks, actually looks like they get an indulgent frappuccino from Starbucks and maybe less people actually, these days are getting frappuccinos than they did so it's moving toward that sterile example, as opposed to bottled or canned coffee drinks, we might still in a way not know that those are super unhealthy for us.Stephanie:What are some other creatives like that that you guys are leaning into?Ben:Yeah, otherwise, we really lean into UGC style creative, raw stuff, really focused on the product this year. So our product, we do have packaging that really distinguishes ourselves from the category, a lot of white in our packaging, we have that Angular slash to our packaging that really stands out. And what we found is really just a standard iPhone style photo, tightly cropped bottle or can is oriented such that the user can actually read it, if they're scanning through the feed. And, with some situational context that could feel like it's a real person, right? It could actually be real UGC, could be manufactured, etc.Ben:Either way, it gives that sense of, okay, I learned that this product in comparison to this other drink is a lot healthier for me. And then, okay, on my second impression from the brand, I'm seeing that this is actually a real thing that exists in the world. I can see myself holding and consuming this product. Let me click through and give it a try. So, that's the funnel, oversimplified, how we think about things currently but both of those creative styles have been very hard working for us historically.Stephanie:That's such an important shift. I've even seen personally like when I'm on Instagram or Tiktok, and I see people using something or they have something in their room, where I'm like, it's like my living room right now. But I don't remember thinking that way, a couple years ago, where I was looking for that more, I really want something to look formal and official. It's already the real deal if you spend a lot of money on it, where now I mean, our best performing ads for Mission are, I'll be walking around with the iPhone, doing the ad and that movement, and organic look does way better than anything that we've actually produced in a formal fashion.Ben:Totally. Yeah. People are turning off the advertising these days. The more polished it looks, the worse it performs, in a way, which is so ironic.Stephanie:Yeah. I agree. So, what channels are you most excited to... I mean, I know you mentioned like TikTok and Pinterest but then, everyone's talking about TikTok, where are you guys zooming in on for this coming year that you're really excited about?Ben:Yeah, we started investing pretty heavily in podcast advertising, as of the start of the year. So we're advertising on shows like Armchair Expert and Pod Save America and Sibling Rivalry and a whole basket of great shows that have partners that represent our brand and are a great fit for our audience. So that's been going quite well. And that's exciting, because it's supportive of the total business, again, maybe moving from a singular ecommerce mindset to more of an omnichannel view on on the world and the market.Ben:So that's been great, we'll continue to invest there and work that into our ongoing marketing mix, a bit more upper funnel. And then, I think, yeah, as I mentioned, really thinking through a Content Marketing Strategy holistically as an upper funnel driver and obviously, there's different distribution channels, but really owning an editorial calendar, owning our perspective, leveraging our partners, and then, distributing that in the channels that are applicable, and really bringing all that to the world of Super Coffee to life, through our partners and through content, I think, is going to be our bleeding edge this year. And really write the ship relative to upper funnel, mid funnel, bottom funnel, and create that healthy balance that all of us are looking for in this industry.Stephanie:One thing I have been thinking about lately is how... in the next coming years, all these brands are turning into essentially, like media companies creating content, and everyone's going to be trying to pull the consumer back to their blogs, to their hubs, and it's like, instead of just going to Instagram feeds and seeing it on there, you're going to be pulling people back to your websites. I mean, how do you think about that landscape because it feels crazy, thinking about hundreds of brands going to be like, come back to my blog to see content that we're creating. And you have to kind of go in a million different places to find it.Ben:Yeah, I think it just puts an increasing pressure on, I will say quality, quality is in the eye of the beholder, right. So, it's, again, like we mentioned quality from designer or creative director of yesteryear is perfect, polished detail dialed whereas quality these days is on a YouTube channel or TikTok account and from a mobile phone and not really produced and published and polished. I think it's quality, it's relatability, it's authenticity and above and beyond all that, it's having something to say, that really speaks to somebody and makes them feel like they're engaging with a personality, engaging something that means something to them, that makes them feel a certain way. And so, it'll just put an increasing pressure on that confusing definition of quality for the consumer, to really create that connection and say, hey, it's worth subscribing to us directly, as opposed to all these other 100 brands that offer X, Y and Z to you. In order to do that, you're going to stay focused and attention on us and not the rest of them.Stephanie:Yeah, I think about the amount of newsletters that popped up last year where obviously, that whole industry is very much democratized. And now, anyone can make a newsletter and charge for it and I subscribed to quite a few of them. But then, now, I'm like, whoa, what'd I do? I mean, now they're coming in, I'm having to send them into different categories and filter them so you don't hit my inbox. And it makes me think that could be an eventual future for brands too, if you don't figure out how to write something, create something that someone is eager to open and actually wants to hear what you have to say and doesn't just drift over to a corporate create marketing message over time.Ben:Yes, exactly. It just all goes back to giving and creating value and it's dependent on the brand and the Tim Ferriss mindset, which is tools, tips, practices, all of that he gives his audience, that's why you go listen to Tim Ferriss. It's contextually different for a brand or for another personality in a podcast or what have you. So, it's all about knowing what you want to say, knowing what you have to give and share to the world and then, give it as much of that as possible.Stephanie:I agree. All right. Let's shift over to the Lightning Round and Lightning Round is brought to you by Salesforce Commerce Cloud. And, this is where I ask a question and you give an answer under 30 seconds.Ben:Wow. Okay. Exciting.Stephanie:What one thing from 2020 do you hope sticks around throughout 2021?Ben:Wow, not much.Stephanie:I know, that's a hard question.Ben:Well, I think, this is going to be a firm answer but a lot of people are of the belief that COVID accelerated transic technology, transic consumer behavior that would have otherwise taken 10 years to happen so, I think, as a digital marketer, as an ecommerce professional, I think thankful and excited for all the change relative to consumer behavior and online commerce that happened in 2020 and I don't think we are going backward on that so excited and thankful for it and excited for what's next.Stephanie:I like that. What's your favorite resource or resources to stay on top of, like the ecommerce industry as a whole?Ben:There's great podcast like yours. I'm not talking to other podcasts because I was on it, DTC podcasts, I think it's Pallet House labs and speaking to these others, they've got really great newsletters as well.Stephanie:Cool. Sounds good.Ben:[inaudible]. Yeah, they're killing it.Stephanie:What one thing do you not understand that you wish you did?Ben:I feel like I wish I understood almost...I don't feel like I understand anything, ever, in a way especially in this industry, everything is always changing and you would speak to somebody, you had such high confidence over something that you feel like you don't know anything about and that's just the constant feeling that you'll have and so, I think, always maintaining an extreme curiosity over things, continuous learning. You'll never know it all so I think that's in the DNA of somebody successful in this industry in ecommerce and digital is, that needs to be a big thing.Stephanie:Yeah. I agree. What's the last purchase you made online that you normally would not have, online prior to 2020?Ben:Well, I'm a new dog dad.Stephanie:Congrats. What's the dog's name and what kind of dog is it?Ben:Her name is Honey because she's so sweet and she's rescue pup, about six months old and we think she's a lab mixed with jindo which is a Korean breed.Stephanie:Okay. I'm like, I know what kind of dog that is.Ben:It's almost like a Siberian Husky that's more slender.Stephanie:Okay. So you bought that offline or you bought something for her online?Ben:I buy everything for her on the internet now. I never bought the pet category before in my life and certainly not online so that's opening me up to just a completely different world of industry and I think, the number one ecommerce category is vitamins and supplements, number two is pet supplies, number three might be pet food and over 50% of pet products are bought online so pet is the most endemic ecommerce category there is besides vitamins and supplements.Stephanie:Yeah. All right, Ben. Well, this whole conversation has been a blast, thanks so much for coming on and sharing your knowledge. Where can people find out more about you and Super Coffee?Ben:Yeah, Super Coffee is easy, drinksupercoffee.com or just type us in the search bar, Super Coffee in Google or Amazon, they'll find your way to us. Myself, really the only place I exist is on LinkedIn. That really means in any social profiles. I don't have a newsletter or a blog myself but feel free to find me on LinkedIn and make a connection and reach out and love to connect.Stephanie:Perfect. Thanks so much, Ben.Ben:No, thanks, Stephanie. It's been great.

Jordan DeCicco is the co-founder of Super Coffee, an enhanced coffee company that now offers a variety of products, from bottled coffee to creamers, grounds and pods. Their products are non-GMO, Gluten-Free, Lactose-Free, Soy-Free, Low-Calorie, and have no added sugar and zero-artificial-ingredients. As a collegiate student-athlete, Jordan was tired. His campus store offered energy products with empty caffeine, excessive sugar and harmful chemicals. He wanted a drink that promised powerful energy and delicious flavor from healthy, organic ingredients. Not one to settle, Jordan turned his dorm room into a culinary kitchen and got to work! Determined to solve his energy crisis, he consciously blended organic Colombian coffee with grass-fed milk protein, and healthy fats from coconut oil to create an unparalleled source of focused energy. This side project became his passion and now purpose as he and his two older brothers lead the youngest, hungriest team in the business. They believe in positive energy for positive change because if you can change your energy you can change your world. Some of the Topics Covered by Jordan DeCicco in this Episode What Super Coffee is and what spurred Jordan to start it as a freshman year student athlete in college The steps Jordan and his brother took to get the business started The decision to drop out of university and give up his athletic scholarship in order to pursue Super Coffee full time Raising capital first through a friends and family round, then angel investors From getting their product into their local Whole Foods to 50 Whole Foods stores in the first year while doing their own production and deliveries Learning what it takes to be a good manufacturer and distributor Their experience on Shark Tank Working with his two brothers as co-founders Scaling manufacturing, retail, and distribution Going from 100 stores to 35,000 stores and 500 distributors in 4 years Getting into e-commerce as a viable channel for their product How they evaluate resource allocation and prioritizing retail versus D2C The biggest challenges they've faced in scaling the business How Jordan and his brothers have approached product development Jordan's view on the competition How Jordan prioritizes his own physical and mental health Jordan's book recommendations Sign up for The Grind, for actionable insights and stories from successful entrepreneurs delivered to your inbox once per week: https://www.justgogrind.com/newsletter/ Listen to all episodes of the Just Go Grind Podcast: https://www.justgogrind.com/podcast/ Follow Justin Gordon on Twitter: https://twitter.com/justingordon212 Follow Justin Gordon on Instagram: https://www.instagram.com/justingordon8/

We had the pleasure of interviewer Jordan DeCicco about his journey with Super Coffee from high school basketball with Zack to dropping out of college and starting a company with his brothers. Also, we checked in with Kris Bryant for his birthday, talked about the Darvish trade and a friend of the pod Jon Boog Sciambi signing.

Today I sit down with my good friend Jordan DeCicco to talk about the growth of his company, Super Coffee. The company was started in 2015, when the youngest brother Jordan, who was a starting basketball player at Philadelphia University, started brewing coffee in his dorm room as a way to stay up late nights and manage a busy student athlete schedule. Once they turned it into a company, Jordan's brother Jim left his job as financial analyst for The Blackstone Group, the middle brother Jake stayed on for just one more year to get his undergraduate degree, and Jordan decided to drop out of school to accept the Peter Thiel Fellowship. The NY-based enterprise currently has 90 full-time employees and has seen an explosive growth in revenue since its inception. Forbes Article: https://www.forbes.com/sites/igorbosilkovski/2020/09/25/jennifer-lopez-and-alex-rodriguez-invest-in-coffee-brand-super-coffee-cofounded-by-30-under-30-honorees/ Follow Jordan DeCicco on Instagram: https://www.instagram.com/jordan_decicco/?hl=en

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!

SuperCoffee was born from Jordan DeCicco’s search for healthier bottled coffee to get through the days and nights as a student athlete. Together with his brothers Jim and Jake, the DeCicco’s decided the world needed an alternative to the sugar-filled Frappuccino. In advance of our panel at FounderMade Discovery At Home, I sat down with oldest brother and CEO Jim DeCicco to talk about this journey of launching a CPG and why the time is now for emerging brands.

SuperCoffee was born from Jordan DeCicco’s search for healthier bottled coffee to get through the days and nights as a student athlete. Together with his brothers Jim and Jake, the DeCicco’s decided the world needed an alternative to the sugar-filled Frappuccino. In advance of our panel at FounderMade Discovery At Home, I sat down with oldest brother and CEO Jim DeCicco to talk about this journey of launching a CPG and why the time is now for emerging brands.

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 13, 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 todayTimestamps: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 Story06:41 - Implement A Push Notification Strategy09:36 - 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 InvestorsABOUT 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 & AccountingABOUT 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_AzariFacebook @azarimediaTwitter @Sean_AzariEmail: Sean@breakthrough.socialYouTubeHis Agency: Breakthrough SocialHis eCommerce Brand: Rebhorn

In Today's episode, I had the pleasure of sitting down with Jordan DeCicco of Super Coffee. He is the youngest brother, President, and Co-founder of one of the fastest-growing coffee brands in the country. Hope you enjoy! Try Super Coffee: https://shop.drinksupercoffee.com/ All first-time orders get 15% off and you can also get an additional $15 for referring a friend Robinhood investing: http://join.robinhood.com/shanew1 COVID Stock Market Rebound Tracker: https://docs.google.com/spreadsheets/d/1-ayygZVOqsqPuqAWmmIFm7qj2Mymw86OKd7UvQiPx1o/edit#gid=877595015 --- Support this podcast: https://anchor.fm/simplifinance/support

We first featured  Jim, Jake and Jordan DeCicco, the brothers and co-founders of Kitu Life Super Coffee, on Taste Radio back in May 2018. At the time, their two-year-old brand, originally known as Sunniva Super Coffee, was on track to generate $3.5 million in annual revenue. In the 24 months since, the company has been on a torrid pace, having built a national distribution network and retail presence that includes Kroger, Publix, Target and Walmart. The brand is expected to pull in $70 million in sales by the end of this year. Earlier this month, Kitu Life announced a distribution agreement with beer giant Anheuser-Busch InBev (ABI), which will carry the brand’s products on its trucks nationwide. ABI also acquired a stake in the company via its investment arm, Zx Ventures, as part of a new funding round which is reported to be in the $25 million range. Growing up fast? It’s an understatement for the DeCicco brothers, who we sat down with for an interview featured in this episode of Taste Radio.  As part of our conversation, they opened up about riding the wave of growth and why their success has been as much about avoiding the wrong moves as it is about making the right decisions. They also discussed the role that mentors and advisors have played in steering company strategy, how they’ve adjusted their management style to meet the needs of an evolving workforce, why they’ve simplified communication about the beverages and their perspective on raising capital and aligning with strategic investors. Show notes:  0:42: Interview: Jim, Jake & Jordan DeCicco, Co-Founders, Kitu Life Super Coffee -- The DeCicco brothers sat down with Taste Radio editor Ray Latif for an expansive conversation that began with a chat about their living situation and thoughts on whether “Shark Tank” judges regret not investing in the brand. They also discussed the evolution of Kitu Life’s distribution strategy, why they initially turned down opportunities for placement in Walmart and Kroger, the importance of “looking like a billion dollar brand,” and why they believe that the company’s team “is our barrier to entry.” Later, the brothers explained why they dialed down messaging about the beverages’ functional benefits and instead focused on the products’ taste and lack of added sugar, engaging ABI long before their recent deal with the company and what, if any, concerns they have about equity dilution. Brands in this episode: Kitu Life, Honest Tea, Bai, Bang, Vitaminwater

Today on the Venture Mentality podcast I sit down with Jordan DeCicco. Jordan is 24 year old CEO and Founder of Super Coffee; a healthier form of coffee that tastes better than your typical cup of Joe. Jordan and I discuss how he started the company, how he's scaling it, and his plans for the future.   Website: www.venturementality.com Instagram: @venture.mentality Twitter: @VM_elevate   Check Jordan Out: Instagram(s): @jordan_decicco  @drinksupercoffee Website: https://drinksupercoffee.com/

Today on Rise of The Young I sit down with Jordan DeCicco, Founder of Super Coffee. After going to me favorite gas station while visiting Virginia, I stumbled across Super Coffee, and fell in love. I instantly dove into social media, and discover Jordan who is the founder. What makes Super Coffee different is that it has all-day energy from protein and healthy fats, without the sugar. Naturally sweetened to satisfy your sweet tooth without slowing you down throughout the day. -Here's a message from the team: As a collegiate student-athlete, I was tired. My campus store offered the usual bottled coffees and energy drinks loaded with sugar and artificial ingredients. Refusing to settle for the norm, I turned to a blender in my dorm room and brewed better energy with better ingredients. Before long, my teammates, classmates, coaches, and professors were all buying my dorm room Super Coffee. That's when I teamed up with my two older brothers to bring our non-GMO, gluten-free, lactose-free, low-calorie, sugar-free, kosher certified Super Coffee to the halls of your campus and the shelves of your local grocery store. What started out as one kid’s energy remedy ended up fueling the whole team, the whole campus and now, Whole Foods. From the classroom to the conference room, KITU Super Coffee is here to power your passion. Cheers to a healthy, productive future!-Jordan, Jake, and Jimmy-Learn more about Super Coffee: https://drinksupercoffee.com/-Follow Super Coffee on Instagram: https://instagram.com/drinksupercoffee-Follow Jordan DeCicco on Instagram: https://www.instagram.com/jordan_decicco/?hl=en-Follow Rise of The Young: https://instagram.com/riseoftheyoung-#RiseofTheYoung x #SuperCoffee

“Some people want it to happen, some wish it would happen, others make it happen” - Michael Jordan Jordan DeCicco called his older brother, Jake, to tell him the news. “I just called mom.  I'm dropping out of school to pursue the business.” Jake couldn't believe it: his brother was leaving a full scholarship behind to start a coffee company.  In his head, he thought his brother was crazy. But his response surprised Jordan, and even himself: “I'm in”.   Not long afterward, the oldest of the three brothers, Jim, decided to leave his high-paying job on Wall St. to join the business.   In a matter of days, this went from “cool idea” to being all in.  That escalated quickly. But let's take it back. As a collegiate student-athlete, Jordan DeCicco was tired.  On his way to early morning basketball practices, he found himself in front of convenience store refrigerators, discontent with the lineup of their energy drinks and bottled coffee loaded with sugar.  He knew there had to be a better way. He decided to scratch his own itch and turned to a blender in his dorm room, mixing together a combination of coffee, healthy fats, protein and zero sugar. Before long, his teammates, coaches, classmates and professors were all drinking it.  Jordan knew he was onto something. Still full-time students, Jordan and Jake decided to spend the summer seeing if this business had potential.  Rather than think about it, they took action. They went into Whole Foods, bought an Honest Tea and brought it back to their dorm room.  They replaced the label with one that they created and filled the bottle with their “super coffee”. Later that day, they returned to the same Whole Foods with this bottle, sold it to the manager and closed a deal with Whole Foods. That led to the nerve-wracking call to mom.  Leaving aside two full-ride scholarships and a high-paying job on Wall St., the three DeCicco brothers were in business.   They worked from 7 pm to 5 am in a distribution plant, spending the rest of their day delivering and selling the product. They beat the 40,000 to 1 odds (!) of getting on Shark Tank and made national headlines for their business. They even landed a $5M investment from an impromptu meeting with WeWork Founder Adam Neumann.   The lesson?   Luck doesn't find you on your couch watching Netflix.  It finds you when you're out there hustling, working towards your dreams. Their message to the world? If you change your energy, you can change the world.  I wrote about the importance of positive energy here following my Tony Robbins seminar.   It's simple: you will see a reflection of what you put into the world.   So make the choice.  Put out positive, playful, hardworking energy.  And luck just might find you and give you the nudge you need along the way. Listen Here: iTunes Google Play Stitcher Connect with Kitu Super Coffee: Site Instagram Facebook Twitter Sign up for the weekly Millennial Momentum Newsletter. No BS, All hustle

“Some people want it to happen, some wish it would happen, others make it happen” - Michael Jordan Jordan DeCicco called his older brother, Jake, to tell him the news. “I just called mom.  I’m dropping out of school to pursue the business.” Jake couldn’t believe it: his brother was leaving a full scholarship behind to start a coffee company.  In his head, he thought his brother was crazy. But his response surprised Jordan, and even himself: “I’m in”.   Not long afterward, the oldest of the three brothers, Jim, decided to leave his high-paying job on Wall St. to join the business.   In a matter of days, this went from “cool idea” to being all in.  That escalated quickly. But let’s take it back. As a collegiate student-athlete, Jordan DeCicco was tired.  On his way to early morning basketball practices, he found himself in front of convenience store refrigerators, discontent with the lineup of their energy drinks and bottled coffee loaded with sugar.  He knew there had to be a better way. He decided to scratch his own itch and turned to a blender in his dorm room, mixing together a combination of coffee, healthy fats, protein and zero sugar. Before long, his teammates, coaches, classmates and professors were all drinking it.  Jordan knew he was onto something. Still full-time students, Jordan and Jake decided to spend the summer seeing if this business had potential.  Rather than think about it, they took action. They went into Whole Foods, bought an Honest Tea and brought it back to their dorm room.  They replaced the label with one that they created and filled the bottle with their “super coffee”. Later that day, they returned to the same Whole Foods with this bottle, sold it to the manager and closed a deal with Whole Foods. That led to the nerve-wracking call to mom.  Leaving aside two full-ride scholarships and a high-paying job on Wall St., the three DeCicco brothers were in business.   They worked from 7 pm to 5 am in a distribution plant, spending the rest of their day delivering and selling the product. They beat the 40,000 to 1 odds (!) of getting on Shark Tank and made national headlines for their business. They even landed a $5M investment from an impromptu meeting with WeWork Founder Adam Neumann.   The lesson?   Luck doesn’t find you on your couch watching Netflix.  It finds you when you’re out there hustling, working towards your dreams. Their message to the world? If you change your energy, you can change the world.  I wrote about the importance of positive energy here following my Tony Robbins seminar.   It’s simple: you will see a reflection of what you put into the world.   So make the choice.  Put out positive, playful, hardworking energy.  And luck just might find you and give you the nudge you need along the way. Listen Here: iTunes Google Play Stitcher Connect with Kitu Super Coffee: Site Instagram Facebook Twitter Sign up for the weekly Millennial Momentum Newsletter. No BS, All hustle

Pretty much everyone has heard of Pirate’s Booty, the ubiquitous puffed cheese snack known for its quirky branding and eat-the-whole-bag appeal. If you’re in the food and beverage business, you might have heard of Robert Ehrlich, the creator of Pirate’s Booty. But to know the name is not necessarily to know the man. Inventive, eccentric, fearless, creative, and above all fun, Ehrlich has been extremely successful as a food entrepreneur; the sale of Pirate’s Booty netted him over $70 million. Money, however, hasn’t changed his passion for new and innovative ways to disrupt the food business. Inthis episode of Taste Radio, Ehrlich discussed what he’s learned from the Pirate’s Booty days, his approach to brand and product ideation, and why he may be creating new snacks until he’s 99 years old. Also in this episode: a conversation with Jim, Jake and Jordan DeCicco, the brothers and founders of Sunniva Super Coffee, a brand of functional coffee drinks enhanced with MCT oil and protein. While the DeCicco brothers have only been in business for a couple years, their youthfulness in age (Jim, the oldest brother, is just 25) and experience hasn’t stopped them from getting off to a roaring start, highlighted by an appearance on “Shark Tank” earlier this year. The DeCiccos discussed the origins of Sunniva, swimming with the Sharks and how their networking prowess has resulted in a roster of remarkable relationships (including WeWork co-founder Adam Neumann and NFL legend Boomer Esiason). And in the latest edition of Elevator Talk, we’re joined by Breezy Griffith, the co-founder and CEO of Skinny Dipped, a young, fast-growing brand of chocolate-covered almonds. Show notes: 2:25: Network With Interesting Folks and Hire Them: The hosts riff on networking opportunities at the upcoming BevNET Live and NOSH Live Summer 2018 conferences, with 1,000 industry professionals expected to attend the events. They also chat about a recent Boston Magazine profile on Bill Creelman, the founder and CEO of surging sparkling water brand Spindrift, featuring context on the man, brand and category from BevNET CEO John Craven, who’s quoted extensively in article; the U.S. launch of U.K.-based brand and New Beverage Showdown 13 finalist Ugly Water; and BevNET’s affordable and effective job board. 10:15: Interview: Rob Ehrlich, Founder, Pirate’s Booty/Vegan’s Rob’s -- Recorded at Natural Products Expo West 2018, Ehrlich discussed his post-Pirate’s Booty business ventures, including Skinny Pop and Vegan Rob’s. He explained why he’s “always taking pitches,” constantly iterating and innovating with Vegan Rob’s by focusing on fast-moving trends and staying close to the ground by listening to feedback from “store employees, to consumers, to the kids to even the people on the line who make the products.” 29:24: Interview: The Brothers DeCicco, Founders, Sunniva Super Coffee -- We’ve heard many Taste Radio guests say that you can’t make it in the food and beverage business without hustle. Well, the word defines Jim, Jake and Jordan DeCicco, brothers and founders of Sunniva Super Coffee. In an interview recorded at BevNET HQ, they explained how their hard-charging approach to business and networking has resulted in the brand’s early success and an appearance on the ABC hit show “Shark Tank.” 54:04: Elevator Talk: Breezy Griffith, Co-Founder/CEO, Skinny Dipped -- Launched on a dining room table in Seattle, Skinny Dipped, a young, fast-growing brand of chocolate-covered almonds was co-founded by Breezy Griffith, who shared with us the vision and grand plans for the brand, all included in this edition of Elevator Talk. Brands in this episode: Madi, Spindrift, Ugly Drinks, Pirate’s Booty, Vegan Rob’s, Sunniva Super Coffee, Skinny Dipped

If you’ve ever wondered what its like to be on the hit TV show shark tank pitching your ideas to investors like Mark Cuban and Barbara Corcoran than we have the episode for you! If you tuned in last night you saw Jim, Jake and Jordan Decicco pitch their company Sunniva Super Coffee to the sharks. The DeCicco’s tell their story from youngest brother Jordan creating the Super Coffee in his dorm room to getting on Shark Tank. They discuss their entrepreneurial journey and all the behind the scenes of what actually happens in the tank. As a special gift for listeners of this show you can get 20% off an online purchase of Sunniva by using discount code WGYT at checkout.   https://www.drinksupercoffee.com/ Facebook- https://www.facebook.com/drinksupercoffee/ Twitter- https://twitter.com/drinksuperco Instagram- https://www.instagram.com/drinksupercoffee/   Sean DeLaney Instagram- https://www.instagram.com/seandelaney23/ Facebook- https://www.facebook.com/whatgotyouthere/ Twitter- https://twitter.com/SeanDeLaney23   Intro/Outro music by Justin Great- http://justingreat.com/ Audio Engineer- Brian Lapres