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Drink Innovation: How to Create a Winning Product with Billy Bosch Ep. 79
Episode 7920th July 2022 • Fascinating Entrepreneurs • Natasha Miller
00:00:00 00:25:25

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Billy Bosch, as CEO of ICONIC, translates his vision for the “perfect snack and meal solutions” into reality, leading his team in product testing and design. He oversees retail distribution, currently over 8,000 locations. He has closed more than $10 million in capital to finance the business.

Where to find Billy Bosch

Website: www.drinkiconic.com

SPONSOR

This episode is sponsored by Entire Productions- Creating events (both in-person and virtual) that don't suck! and Entire Productions Marketing- carefully curated premium gifting and branded promo items. 

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Transcripts

Billy Bosch:

It's a constant, how can you innovate to stay ahead of everyone else

Billy Bosch:

and come up with the next great product.

Billy Bosch:

We always use this analogy and to do products of like, you're either

Billy Bosch:

pushing this product up the hill.

Billy Bosch:

With a lot of energy or you're chasing it downhill and just

Billy Bosch:

trying to orders full fast enough.

Billy Bosch:

And so for us, like we wanna be trying to fill orders fast enough

Billy Bosch:

and chasing the product downhill.

Billy Bosch:

And that's what we're always striving to create.

Natasha Miller:

Welcome to FASCINATING ENTREPRENEURS.

Natasha Miller:

How do people end up becoming an entrepreneur?

Natasha Miller:

How do they scale and grow their businesses?

Natasha Miller:

How do they plan for profit?

Natasha Miller:

Are they in it for life or are they building to exit these and a myriad

Natasha Miller:

of other topics will be discussed to pull back the veil on the wizardry of

Natasha Miller:

successful and FASCINATING ENTREPRENEURS.

Natasha Miller:

My book RELENTLESS is now available, everywhere books can be bought online,

Natasha Miller:

including Amazon and BarnesAndNoble.com.

Natasha Miller:

Try your indie bookstore too and if they don't have it, they can order it.

Natasha Miller:

Just ask them the reviews are streaming in.

Natasha Miller:

And I'm so thankful for the positive feedback, as well as

Natasha Miller:

hearing from people that my memoir has impacted them positively.

Natasha Miller:

It is not enough to be resilient.

Natasha Miller:

You have to be RELENTLESS.

Natasha Miller:

You can go to TheRelentlessBook.com for more information.

Natasha Miller:

Thank you so much.

Natasha Miller:

Billy Bosch is the founder of iconic protein drinks and powder.

Natasha Miller:

He translates his vision for the perfect snack and meal solutions into reality.

Natasha Miller:

Leading his team in product testing and design.

Natasha Miller:

He oversees retail distribution.

Natasha Miller:

Currently over 8,000 locations, he's closed more than $10 million

Natasha Miller:

in capital to finance the business.

Natasha Miller:

We talk about how his past experiences informed his entrepreneurial endeavors.

Natasha Miller:

How moving across the country helped him to see opportunities and

Natasha Miller:

experiences differently and what he's focusing on to grow the brand.

Billy Bosch:

I knew I had something about three years in because we had gotten

Billy Bosch:

through a test market and I was out pitching to larger retailers in different

Billy Bosch:

states, not my home state of Louisiana and people were highly receptive to it.

Billy Bosch:

I said, I think I have something here.

Natasha Miller:

Highly receptive as in cool, good idea or highly receptive

Natasha Miller:

as we will order this from you?

Billy Bosch:

Both.

Natasha Miller:

Cool, yeah.

Natasha Miller:

So I talked to somebody that's sort of in your category, loosely,

Natasha Miller:

Kara Golden of Hint Water.

Natasha Miller:

She, I think is at a hundred million past that revenue now and really

Natasha Miller:

talked about how she figured out how to get her water going and the tastes.

Natasha Miller:

And I mean, so many things that you have to learn as an entrepreneur.

Natasha Miller:

I don't know.

Natasha Miller:

Did you have to learn chemistry?

Natasha Miller:

Did you have to learn bottling techniques?

Natasha Miller:

Like how the heck did you do all that?

Billy Bosch:

Yeah, that honestly, great question.

Billy Bosch:

That was part of the learning curve was really just understanding co-packing side

Billy Bosch:

of it, that's means the manufacturing.

Billy Bosch:

So in my mind.

Billy Bosch:

Bad, which is good and bad.

Billy Bosch:

I look at a product and I say, "OK, how hard can it be to create this liquid?

Billy Bosch:

And put it in a bottle?"

Billy Bosch:

Seems pretty simple.

Billy Bosch:

In actuality, it's about $10,000,000 worth of equipment.

Billy Bosch:

The production run itself will cost two to $300,000 per flavor.

Billy Bosch:

So it's a sizable investment just to see if this thing's gonna work out.

Natasha Miller:

Okay.

Natasha Miller:

That begs the question, who paid for this?

Billy Bosch:

I'm rich as they said.

Natasha Miller:

Okay.

Natasha Miller:

Everyone, if you're not watching the video, you should go to YouTube and watch

Natasha Miller:

the video because Billy's background is real and it's gorgeous in Miami.

Billy Bosch:

It is.

Natasha Miller:

Sorry to give your location, but-

Billy Bosch:

No, it's fine.

Billy Bosch:

I love Miami.

Billy Bosch:

I moved here last summer and I'm enjoying the life here and the view.

Billy Bosch:

And in actuality, answer your question in all seriousness.

Billy Bosch:

I'm the opposite.

Billy Bosch:

Definitely at the time was opposite of rich.

Billy Bosch:

Definitely at the time was opposite of rich.

Billy Bosch:

I had very little money to start the business.

Billy Bosch:

I put about $30,000 into start quickly realized it wasn't gonna be enough.

Billy Bosch:

So I started the business in new Orleans and there was a nonprofit

Billy Bosch:

business incubator program called The Idea Village as well as the

Billy Bosch:

New Orleans BioInnovation Center.

Billy Bosch:

And the BioInnovation Center had a very low interest loan program.

Billy Bosch:

So I personally guarantee two $50,000 at 5%.

Billy Bosch:

Which we paid back within the first, I think three or four years of that loan.

Billy Bosch:

And then I did some pitch competitions as well, and I picked about 100k cash and

Billy Bosch:

pitch competition winnings, and really just try to do it scrappy in that fashion.

Natasha Miller:

I bet you good on a pitch competition.

Natasha Miller:

Something tells me that you probably nail them.

Billy Bosch:

The key to success of any pitch competition.

Billy Bosch:

Is having something delicious people can drink or eat because everyone's typically

Billy Bosch:

pitching some service or made up product.

Billy Bosch:

And when I can walk around or have someone help me out and like pour

Billy Bosch:

samples of our drink, we would just clean up, like everybody's pitching.

Billy Bosch:

And "Here's my great idea.

Billy Bosch:

And here's where we're gonna make a hundred million dollars."

Billy Bosch:

In actuality, people will get bored listening to these things.

Billy Bosch:

And we were the only ones with an actual product that sample out,

Billy Bosch:

most of these people are pitching apps and things of that nature.

Natasha Miller:

When you pitch, how important do you think it is in addition

Natasha Miller:

to having a product that you can have someone experience right there?

Natasha Miller:

The relationship that the people might think or imagine they'll have with you,

Natasha Miller:

like, do you need to be a good person?

Natasha Miller:

Do you need to, because you know, I'm speaking about Shark Tank.

Natasha Miller:

People are choosing people to invest in on that show.

Natasha Miller:

A lot of course, because of market fit and they're seeing dollar signs, but really

Natasha Miller:

they have to be aligned with the person.

Natasha Miller:

How much of that have you experienced?

Billy Bosch:

I think alignment's a big part of it.

Billy Bosch:

In the early round, as long as the people you're bringing in that can

Billy Bosch:

help support the business financially have no right to actually be involved

Billy Bosch:

or take action in the business.

Billy Bosch:

I don't think there needs to be a ton of alignment.

Billy Bosch:

It helps to have people that are passionate.

Billy Bosch:

I would say the best investors I've had around the business are

Billy Bosch:

people that believed in me and my vision and said, "Hey, look, I don't

Billy Bosch:

know anything about this business.

Billy Bosch:

I don't think I can help you, but I love what you're doing.

Billy Bosch:

I'm really supporting you, go get after it."

Billy Bosch:

And those are the people that really empower you to get it done.

Billy Bosch:

And maybe there's a connection they can provide around the road.

Billy Bosch:

The people that are a real pain are the ones that are overconfident in

Billy Bosch:

what they're doing in the space, and constantly want updates on the business

Billy Bosch:

and wanna know what's going on.

Billy Bosch:

And you spend a lot of your time answering their questions and trying

Billy Bosch:

to explain your strategy and sell them on it versus going to execute.

Natasha Miller:

Would you say yes or have you said yes to a Shark Tank appearance?

Billy Bosch:

We looked at it previously.

Billy Bosch:

I would probably say yes.

Billy Bosch:

I think for the sharp take model, it's more helpful to kind of be earlier

Billy Bosch:

stage when there's less investment, because it seems as though these

Billy Bosch:

guys don't love the complicated cap structure, which is essentially

Billy Bosch:

like the ownership of your business.

Billy Bosch:

If you go in, you notice when you watch the, so rarely people go and

Billy Bosch:

say, "Yeah, I've got 47 investors and you could, you could be number 48."

Natasha Miller:

Get in line.

Billy Bosch:

Yeah, never does that happen?

Billy Bosch:

Yeah.

Natasha Miller:

Oh, wow.

Natasha Miller:

Okay.

Natasha Miller:

So we're gonna just pull the veil back and go back a few years to you used to work in

Natasha Miller:

the event industry and at shell in sales before Iconic, how did those experiences

Natasha Miller:

shape you as a founder and entrepreneur?

Natasha Miller:

And did you learn?

Natasha Miller:

Did you have an edge because you had those experiences?

Billy Bosch:

Definitely from starting another business.

Billy Bosch:

What I think a lot of businesses are similar in the fact of when you start

Billy Bosch:

this business in order to scale it, you have to have organization systems

Billy Bosch:

and processes and great people.

Billy Bosch:

And then the product or service honestly, can be very average.

Billy Bosch:

You wanna be ahead of the pack there and differentiate, but like you, and

Billy Bosch:

I know there's a really a ton of these companies that have average services

Billy Bosch:

or products and really Excel and make a ton of money and are great places to

Billy Bosch:

work because they have the best people and processes and all these things.

Billy Bosch:

So I learned a lot about how to set that up and the importance of having really

Billy Bosch:

strong team members and not just doing everything yourself with the, events

Billy Bosch:

business, which one about eight years, and then kind of led into me doing this.

Billy Bosch:

And then with shell, I learned quite a bit about consumer product market.

Billy Bosch:

And what you need to do to succeed in retail and how to survive

Billy Bosch:

in a competitive marketplace.

Billy Bosch:

So I would say like, that was really helpful.

Billy Bosch:

They have got a really robust recruiting process that I respect

Billy Bosch:

as well as great sales training.

Billy Bosch:

What I've learned in that sales training.

Billy Bosch:

Was definitely instrumental in me going selling a lot of these retailers.

Natasha Miller:

I'm wondering then, let's say you started Iconic when you did, but

Natasha Miller:

you had, maybe you were working at a bank or you were doing something in those other

Natasha Miller:

places, maybe just a day job somewhere.

Natasha Miller:

Do you think Iconic would be where it is now.

Natasha Miller:

Had you not had those sales intensive experiences, starting your own business,

Natasha Miller:

creating your own systems and processes.

Natasha Miller:

Do you really think like it was the world paying you to learn how to be the

Natasha Miller:

entrepreneur you are at Iconic today?

Billy Bosch:

Definitely, so, and that's really how I thought of it is that if you

Billy Bosch:

can go make money while you're learning how to be an entrepreneur, which the

Billy Bosch:

event business was a total side hustle.

Billy Bosch:

I was moonlighting doing that on weekends and at night.

Billy Bosch:

So a lot of people think, oh, I should just like be poor

Billy Bosch:

and go start this company.

Billy Bosch:

And I just gotta figure it out.

Billy Bosch:

Well, "Hey, hats off.

Billy Bosch:

If you can do that."

Billy Bosch:

But I think there's another way where you can make money.

Billy Bosch:

Sock away some savings and figure out how to start a business on your

Billy Bosch:

own over some financial support along the way while you're saving money.

Natasha Miller:

Do you do experiential events, marketing events for Iconic?

Natasha Miller:

Do you use your events background to market your product?

Billy Bosch:

Yeah, I'd love to do more events.

Billy Bosch:

We do, do some, of course, the pandemic put a slow down to that.

Billy Bosch:

So we're just starting to get those going again.

Billy Bosch:

And trade shows in particular are an area where you can use event experience to try

Billy Bosch:

and stand out and do things differently.

Billy Bosch:

And just building out what your run of show is.

Billy Bosch:

Who's doing what who's doing, what land and all these different things.

Billy Bosch:

There's just a ton of trade shows coming back.

Billy Bosch:

So that's a big piece of it.

Billy Bosch:

And then we do do some like events for CrossFit and other kind of health

Billy Bosch:

and wellness of things out there.

Billy Bosch:

I still have this vision of putting on like a large wellness festival.

Billy Bosch:

I don't know what it's gonna be called, but I think that, that there's a miss.

Billy Bosch:

There's not like the Coachella of wellness does not exist as far as I've seen.

Natasha Miller:

You know what Billy, this reminds me.

Natasha Miller:

Wonderlust, Wonderlust Yoga in Hollywood.

Billy Bosch:

I've been-

Natasha Miller:

In Los Angeles.

Natasha Miller:

They actually put on wellness events, big retreats where red bull, all

Natasha Miller:

these big sponsors would come in.

Natasha Miller:

They stopped doing them pre pandemic.

Natasha Miller:

So there is like, there is some white space up there for you and

Natasha Miller:

looking back on what they did, what worked and what didn't might be a

Natasha Miller:

really quick way to start that up.

Natasha Miller:

So-

Billy Bosch:

I like that.

Natasha Miller:

That's Fascinating Entrepreneurs Podcast

Natasha Miller:

is we help each other out.

Natasha Miller:

I can look back and make those introductions to you.

Natasha Miller:

But gosh, they had huge budgets because they had great sponsors

Natasha Miller:

and that's really what it's about.

Natasha Miller:

But I think experiential marketing events for brands like yours could

Natasha Miller:

be like a major home run because you have people just like you're saying,

Natasha Miller:

you're giving them this product.

Natasha Miller:

You don't have to have a booth with Iconic.

Natasha Miller:

It could just be iconic everywhere.

Natasha Miller:

And also aligned with others.

Natasha Miller:

You and I are in the same class together.

Natasha Miller:

And the guy with the jump ropes, that's like a no brainer, right?

Billy Bosch:

Yeah.

Billy Bosch:

Yeah.

Natasha Miller:

So, anyway-

Billy Bosch:

I love that idea.

Billy Bosch:

I just took a couple notes there.

Billy Bosch:

I think that you and I are aligned on these great companies

Billy Bosch:

and humans for a wellness, like something you can still have music

Billy Bosch:

and stuff, but like alcohol free.

Billy Bosch:

Yeah.

Billy Bosch:

Lots of like health forward wellness.

Natasha Miller:

I have another one for you.

Natasha Miller:

You probably know about it, but day breaker, it would

Natasha Miller:

be an incredible partner.

Natasha Miller:

Yes.

Natasha Miller:

Not only standalone, but to bring into your wellness experiences.

Natasha Miller:

So Billy, you probably know this.

Natasha Miller:

Some of the people that listen to the podcast may not.

Natasha Miller:

My core business is Events and Entertainment Production, and we

Natasha Miller:

are doing experiential marketing events for Google and Salesforce

Natasha Miller:

and LinkedIn, Apple, Facebook.

Natasha Miller:

All of these brands are throwing a lot of money into their integrated marketing

Natasha Miller:

campaigns, heavy on the experience side.

Natasha Miller:

Have you ever thought that you should write a book that you should write

Natasha Miller:

the story of your life to help other people learn from your experience?

Natasha Miller:

Please go to MemoirSherpa.com and learn how I can help you write, figure out your

Natasha Miller:

publishing path and market your story, your memoir, to a best seller status.

Natasha Miller:

Okay, so we're gonna move on to this.

Natasha Miller:

You recently, and we just talked about this move to Miami.

Natasha Miller:

You also have a place in Austin.

Natasha Miller:

Do you think that those moves for you have really helped shift your mindset and given

Natasha Miller:

you fresh perspectives on your business?

Billy Bosch:

Yes, a hundred percent.

Billy Bosch:

I think the way I describe moving to new cities that are just their stock

Billy Bosch:

value has just one crazy high through the pandemic is it's like, if you go

Billy Bosch:

start at a high school and you're a student and everybody's already been

Billy Bosch:

there for like four years and you gotta go try to make friends, that's what it

Billy Bosch:

was like moving from Louisiana to LA.

Billy Bosch:

Awesome place, lots going on.

Billy Bosch:

Still love going there, but like it takes time.

Billy Bosch:

Cause everybody's got their groups and there's a lot of

Billy Bosch:

people in and outta the city.

Billy Bosch:

But for the most part, everybody was there.

Billy Bosch:

When I started spending time in Austin and Miami, there's so many new people

Billy Bosch:

that moved there from San Francisco, New York, LA, all these other cities

Billy Bosch:

that it's like, you started high school and it's a brand new high school.

Billy Bosch:

And no one knows anyone.

Billy Bosch:

All of my friends that I'm making very few are from either of these cities.

Billy Bosch:

Everybody wants to be friends cause no one has friends there.

Billy Bosch:

They all just wanna like have a sense of community and a lot of the people that

Billy Bosch:

moved they're dreamers, they're thinkers, they're builders, they're creatives.

Billy Bosch:

They want freedom of artistic expression and business expression.

Billy Bosch:

So these cities have really just like.

Billy Bosch:

Exponentially grown with this level of talent.

Billy Bosch:

So it really does spawn creativity, just being in the community and being

Billy Bosch:

here and seeing what's happening.

Natasha Miller:

Can you give an example of something that you encountered in

Natasha Miller:

Austin or Miami that was maybe an "aha" moment or a place where you pivoted

Natasha Miller:

because of the mind frame and mindset you found yourself in that was a new.

Billy Bosch:

I mean, there's two answers to that, that come to top of mind here.

Billy Bosch:

One is that in Austin, it's so geared towards like Paleo and Keto and whole

Billy Bosch:

forward thinking kinda edge some of those have been around for a while.

Billy Bosch:

But some people think these are fads.

Billy Bosch:

I think they're long term trends.

Billy Bosch:

And based on the people that are are in Austin.

Billy Bosch:

It's really convinced me to like double down on products or in this

Billy Bosch:

vein of Keto and Paleo, because I think both of those trends are

Billy Bosch:

here to stay for quite some time.

Billy Bosch:

And they even have like a Paleo and a Keto conference there in town.

Billy Bosch:

And then when you look at Miami, one of the guys I met here had a

Billy Bosch:

company called Boxy Charm, which is like subscription makeup boxes.

Billy Bosch:

And I met him just from being in town.

Billy Bosch:

He's a great guy, has been really generous with introductions.

Billy Bosch:

Just kind of a great guy to bounce ideas off of and he basically

Billy Bosch:

started this makeup subscription company with the help of a massive

Billy Bosch:

army of influencers and affiliates.

Billy Bosch:

And so I've really decided to double down on that side of marketing awareness and

Billy Bosch:

really kind of build more of that out.

Billy Bosch:

Whereas we were split between to initiatives before, and it's

Billy Bosch:

hard when you have a product that's in stores and online.

Billy Bosch:

The stores want you to run their marketing programs.

Billy Bosch:

You've gotta do stuff online.

Billy Bosch:

So your small business budget gets split in all these different directions.

Natasha Miller:

That's great.

Natasha Miller:

He encouraged you by what he's doing to use the influencers and you also

Natasha Miller:

have a subscription model, right?

Natasha Miller:

For Iconic.

Billy Bosch:

We do.

Billy Bosch:

Yeah.

Natasha Miller:

Did that come after meeting this person or before?

Billy Bosch:

It came before, but we really started to put more energy around it.

Billy Bosch:

After I spoke to him and kinda looked at the growth they had seen.

Billy Bosch:

And really once you have that recurring revenue, that's the real

Billy Bosch:

valuable piece of a product company.

Billy Bosch:

Even a company is how can you build out more of that recurring revenue?

Billy Bosch:

That's reliable.

Natasha Miller:

So much easier than getting new clients.

Billy Bosch:

Totally, totally right.

Natasha Miller:

So what is your number one challenge as of today,

Natasha Miller:

this moment in iconic that you're facing and trying to solve for.

Billy Bosch:

There's two things, one, it's always just awareness,

Billy Bosch:

how to drive more awareness.

Billy Bosch:

This is one of the first times we've been within.

Billy Bosch:

Probably 10 minutes of every major household in America

Billy Bosch:

in terms of being in stores.

Billy Bosch:

So it's not like an access accessibility, a thing with Iconic.

Billy Bosch:

That's the challenge, it's more of making sure people know why

Billy Bosch:

this is something that's, it's imperative to have in their life.

Billy Bosch:

And I'm a firm believer that it's not that they need our product necessarily.

Billy Bosch:

I would love for them to have Iconic, but our product is a protein

Billy Bosch:

drink with no sugar and protein and fiber speed up your metabolism.

Billy Bosch:

And most people aren't eating healthy food or they don't have readily

Billy Bosch:

accessible that healthy food will say.

Billy Bosch:

Right.

Billy Bosch:

And so if you can just have one thing in your day that adds some protein

Billy Bosch:

without any sugar and a super clean, you're gonna increase your metabolism.

Billy Bosch:

Even if you're sitting on the couch all day, like you will

Billy Bosch:

lose five to 10 pounds a year and your body's gonna be in a state.

Billy Bosch:

Or maintain whatever healthy weight you're at.

Billy Bosch:

So I'm a big believer in people just having more protein

Billy Bosch:

and fiber in their diet.

Billy Bosch:

And then the other piece of it is innovation.

Billy Bosch:

It's a constant, how can you innovate to stay ahead of everyone else and

Billy Bosch:

come up with the next great product.

Billy Bosch:

We always use this analogy and do product of like, you're either

Billy Bosch:

pushing this product up the hill.

Billy Bosch:

With a lot of energy or you're chasing it downhill and just trying to orders

Billy Bosch:

fast enough and so for us, like we wanna be trying to fill orders fast

Billy Bosch:

enough and chasing the product downhill.

Billy Bosch:

And that's what we're always striving to create.

Natasha Miller:

So not to add something to your marketing plan, but when you were

Natasha Miller:

saying awareness, I'm wondering if you had considered buying remnant billboard ads.

Natasha Miller:

In major cities and what that means for anyone listening that doesn't

Natasha Miller:

know what that means is that there are big companies that do media buys

Natasha Miller:

and they buy billboards all over the country in the major, secondary

Natasha Miller:

and tertiary markets that they want.

Natasha Miller:

But there's a lot of Ad Space that is goes blank and they don't want that.

Natasha Miller:

Right.

Natasha Miller:

So those blank spots, if they're not bought yet are referred to

Natasha Miller:

in the industry as remnant ads and I've had huge billboards.

Natasha Miller:

I had a huge billboard on the way onto the Bay Bridge for over a year for $1,000.

Natasha Miller:

Come on.

Natasha Miller:

I'm not kidding you.

Natasha Miller:

When was that?

Natasha Miller:

This was maybe 10 years ago.

Natasha Miller:

So the remnant ad pricing and such might be different, but the reason why it's so

Natasha Miller:

incredible is that you take that ad space and you get it until someone buys it.

Billy Bosch:

Wow.

Natasha Miller:

Right?

Natasha Miller:

Yeah.

Natasha Miller:

So that's one thing, another thing that comes to mind, and this is so different.

Natasha Miller:

I mean, I have recorded maybe 70 of these podcasts and I've never done this before.

Natasha Miller:

So I think you might be turning over a new leaf for me but we

Natasha Miller:

know each other fairly well.

Natasha Miller:

And you know that I care about you and your brand.

Natasha Miller:

There's someone else that I interviewed that I think might be a good market

Natasha Miller:

fit for you to do something with, and he's refers to himself as Keto Savage

Natasha Miller:

and he has this Keto Brick Product.

Billy Bosch:

Okay.

Natasha Miller:

And the dude is like, cut.

Natasha Miller:

In fact, he told me something that just made me wanna take a nap and maybe cry.

Natasha Miller:

Yeah.

Natasha Miller:

I haven't a carb in seven years.

Billy Bosch:

Come on..

Natasha Miller:

I was like, "Oh my God!"

Billy Bosch:

That's impossible.

Billy Bosch:

Come on.

Natasha Miller:

I mean, I don't know.

Natasha Miller:

I think he, anyway, you saw.

Billy Bosch:

At some point he had a carb, so.

Natasha Miller:

If you see a picture of him, you'll understand, he's

Natasha Miller:

all oiled up and posed anyway, really, really interesting dial

Natasha Miller:

introduced you to that person.

Natasha Miller:

Okay, where are we now?

Natasha Miller:

Okay.

Natasha Miller:

What is your, well, I hate to say this.

Natasha Miller:

What is your exit plan?

Natasha Miller:

Did you have one when you started, do you have one now?

Natasha Miller:

And I'm thinking of Jessica Fiacovich right now?

Billy Bosch:

Yes.

Billy Bosch:

Yes, Jessica and I, and to your interview with her.

Billy Bosch:

And initially when I started the company, I wasn't sure what I would do.

Billy Bosch:

I read about companies that had big exits.

Billy Bosch:

I read about companies that just grew and became family

Billy Bosch:

businesses that were profitable.

Billy Bosch:

And I would say the best piece of advice I got along the way was from

Billy Bosch:

a guy that was chief strategist at Coca-Cola and he flew down to meet.

Billy Bosch:

He had left the company and retired and he flew down to meet with me in New Orleans.

Billy Bosch:

We were just getting going and I'm thinking, "This is incredible.

Billy Bosch:

Coke's gonna buy our company and we just started."

Billy Bosch:

And he says, And he says, "I came down here for one reason."

Billy Bosch:

I said, "Okay, I'm listening.

Billy Bosch:

I'm listening."

Billy Bosch:

Tell me the money.

Billy Bosch:

Felt like Jerry Maguire.

Billy Bosch:

And he says, "My 25 year old daughter drinks your product every day.

Billy Bosch:

And she won't touch Cola product."

Billy Bosch:

And I said, wow.

Billy Bosch:

And he said, "You got something.

Billy Bosch:

And if I can give you one piece of advice, it's to grow this.

Billy Bosch:

Like, you're gonna give it to your grandkids one day and means grow it

Billy Bosch:

like a healthy business and know that strategic eyes are upon you and people

Billy Bosch:

are watching what you're doing."

Billy Bosch:

So that was, that helped me create more informed decisions on how to grow the

Billy Bosch:

business and the challenge with beverages.

Billy Bosch:

It's just a very cash intensive space.

Billy Bosch:

And the minimums for runs are very high.

Billy Bosch:

So I knew it would have to raise money and if you raise money, people wanna return.

Billy Bosch:

So it's either pay them back or sell the company one.

Billy Bosch:

And at this point, we've raised quite a bit of money.

Billy Bosch:

At least for me, it's quite a bit of money onto the tens of millions of dollars.

Billy Bosch:

At least for me, it's quite a bit of money onto the tens of millions of dollars.

Billy Bosch:

But in the meantime, it's just grow.

Natasha Miller:

Gotcha, okay.

Natasha Miller:

One last thing I see you on social media.

Natasha Miller:

Giving tips and tricks about the business world and such.

Natasha Miller:

Are you becoming an influencer Billy

Billy Bosch:

Natasha, I like to think I've always been.

Billy Bosch:

No, I'm kidding.

Billy Bosch:

No, I'm actually pretty introverted as it relates to social media

Billy Bosch:

and some of our mutual friends have really pushed me to get out.

Billy Bosch:

Cause they're like, look, it's selfish not to share what you know.

Billy Bosch:

And I get bombarded with questions from introductions and people mean, "Hey, talk

Billy Bosch:

to my friend, that's starting a business."

Billy Bosch:

And I'm like, "Dude, I'm just answering the same questions over and over again."

Natasha Miller:

Yeah.

Billy Bosch:

So why don't I just start putting stuff out there?

Billy Bosch:

And now I've gotten a little bit more out of..

Natasha Miller:

You send people links now.

Billy Bosch:

Yeah.

Billy Bosch:

I'm just like, "Go look at my Instagram.

Billy Bosch:

I'm posting stuff there."

Billy Bosch:

And it's kinda fun to just put stuff out there.

Billy Bosch:

And I like to do it in one take.

Billy Bosch:

I'm not one of these super polished guys.

Billy Bosch:

It's like scripting and rehearsing and all that.

Billy Bosch:

I'll jot a couple things down and just send it.

Billy Bosch:

And I enjoy that and I really enjoy putting value out there.

Billy Bosch:

So who knows how many people end up consuming it or finding value in it.

Billy Bosch:

But I just like to share the knowledge.

Natasha Miller:

For more information, go to the show notes,

Natasha Miller:

your listening to this podcast.

Natasha Miller:

Wanna know more about me go to my website, OfficialNatashaMiller.com.

Natasha Miller:

Thank you so much for listening.

Natasha Miller:

I hope you loved the show.

Natasha Miller:

If you did, please subscribe also, if you haven't done so yet, please leave a review

Natasha Miller:

where you're listening to this podcast.

Natasha Miller:

Now I'm Natasha Miller and you've been listening to FASCINATING ENTREPRENEURS.

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