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 Location: Santa Barbara
Established: June 2008
Employees: 5 contractors
Unique, high-quality, stainless steel eco-friendly food containers. Practical, Earth-Friendly and Stylishly Hip!
www.happytiffin.com
Andrea Thein had long had the dream of creating her own business. She knew she could rely on her skills in web development and e-commerce, but the challenge would be to learn about the other aspects needed to run a successful business. As a lifelong lover of tiffins (stainless steel containers for lunch or snacks), Andrea realized she could create a business sharing these everyday products with others.
WEV’s Business Plan Intensive course helped Andrea organize a working plan of action and establish Happy Tiffin LLC. A subsequent loan from WEV’s Small Business Loan Fund allowed her to buy the inventory for the business to take off, and spread the love of tiffins locally and abroad!
What prompted you to go into business for yourself?
So many things - the independence of decision making, the dream of creating a successful business and navigating the challenges which come with it. Initially I launched my business merely to see if I could do it - it was that simple - and I chose to create Happy Tiffin as I was intrigued with developing an e-commerce website. Up until then in my work-life I had an established record of web development and e-commerce with a minor flirtation in marketing. I wanted to meld my education in art history and computer science into something relevant and to learn how to drive the marketing behind it. In the end, I wanted to see if I could make it fly.
What has been your biggest business challenge?
Taming inventory demand and keeping consistent stock levels. I have to continually try to manage my growth on a long cash-flow cycle and with a small margin of error. I tend to be very conscious of my dollars; before WEV's BPI program and subsequent SBLF funding, they were all of my own dollars. So, I took risks where I needed to but also gambled that I would have the revenue needed to pay for my pre-ordered inventory 3 or 4 months down the road. I liken it to throwing a rock in January and hoping I can catch it in April. It's basically gambling on myself and my ability to market and keep my products in the public eye.
What has been your biggest business success?
Three things: When sales exploded after a write-up in Bon Appétit magazine the first year, it helped me launch my products to a wider audience and gave that one particular product "rock-star" status. It helped elevate the niche Happy Tiffin occupied and inspired me to continue with my initiatives. Second, developing a website that is easy to navigate, and connotes the idea of Happy Tiffin as fun with an eco-friendly purpose. Lastly, I still consider everyday that I am able to keep my task list under five items as successful!
Who is your ideal customer?
Someone who is eco-conscious, wants to stop using plastic, likes shiny things, sees the sustainability of stainless steel, and is okay with using the Internet for purchasing products.
What has been the biggest surprise about owning a business?
How empowering it is! How much fun I have making decisions both large and small. How truly inspiring it is to speak with customers and to hear what they like or dislike. As a business owner, I had no idea how wonderful that aspect of communication would be or how important it has become. I like to talk to all of my customers, who come from all across the globe - Ireland, Bahrain, San Antonio, Brooklyn. It has given me a greater appreciation and commitment to have that one-on-one rapport. It is very inspiring to hear what their needs are as a mother, personal chef, retail manager, kid, vegetarian, etc.
How do you juggle all the pieces of your life (family/work/self/volunteering) to make it all come together?
It takes some strategic planning to maintain a business with a full-time job. I carve out particular times of the day which are only for Happy Tiffin. The first and last hour or two of my work day as well as the lunch hour are set aside for business matters and errands. I have also embraced any technology which allows me to save time - meaning I have a voice mail service take my messages and then also sends me a text transcript of the message to my mobile phone. I can either respond by email, SMS, or voice. I also work weekends as needed but have recently stopped returning voice or email to customers during the weekend. I am attempting to keep Monday - Friday shop hours. When it comes to vendors, technical glitches with the website, or decision making on inventory and products, I do that on an as-needed basis, meaning I am available much of the time for anything business related. It doesn't happen often but that strategy works best for how I have my business set up.
What advice do you offer other women who might want to start their own company?
To think beyond the idea they may have had of themselves and realize how capable there are to achieve their goals. That those ideas you've carried around and thought, "Hey, this could work!," truly can! I would say, "Don't ever think the dream you have in your head is just a dream. Picture yourself - the image you have in your mind’s eye can be your reality."
How did WEV help you to achieve your goal or dream?
WEV helped me organize my financials, concepts, collateral, and myself into a working "plan of action." Additionally the traction from organizing the business' structure made it easier to do more tasks effectively. I could tackle sizable chunks and get it done; move on, and do more.
Is there something you learned from WEV that you use every day?
Marketing. To always keep my eye towards the marketing opportunities which pop-up daily/weekly via the web or lists or in speaking with people. I find that for me, this is a good way to keep continually involved in "working on my business." It doesn't just happen - you have to make it happen or at least be cognizant to the avenues of opportunity.
What does ‘success’ mean to you?
Success means being able to meet all of my financial obligations, to create income for my contractors (who I greatly rely on), and to build a business on a meaningful product and platform. Success means making money at a business I created and envisioned. Success means making this work for everyone, not just myself. Success means participating in my dream.
What is the biggest reward you get from your business? What makes it all worthwhile?
Happy customers. Here is a perfect example from last week: a father sent in a photo of his little girl stating that she was the self-proclaimed "President of the Happy Tiffin Kindergarten Fan Club". Really? How cool is that?! I work for treats.
How do you picture you and your business in: one year? 5 years? 10 years?
In one year: I’m still working full-time at my other job, but have grown enough to add some back-end services to my business, such as a 24-hour chat/text/voice call center. I have consistent work for my contractors. I have expanded with a warehouse in Canada. I’d like to research projects to donate or somehow contribute to that sync with my business.
In 5 years: I have warehouses in Canada and the UK. I am a major wholesale distributor of my product line to brick and mortar stores everywhere. I can travel and live anywhere, which means I will be living abroad...taking lunch in a tiffin and working off a laptop with mobile phone and espresso in hand! I am able to donate money to projects I care about.
In 10 years: I have either sold the business or am still in it but now sponsor events, products, develop new ones. I’m unsure as it depends on what the people, the economy, and the environment will be like in 10 years.
Is your business being affected by the economy now? And what are you doing to deal with this challenge?
Yes. People are obviously reluctant to spend money. I hope potential clients will get the message that by using products that are not disposable and spreading the cost over the life of the product, they have multiple layers of savings.
Photography courtesy of Liz G Photography: www.lizgphotography.com |
