#192 - Keta Burke Williams, Aspen Apothecary: Producing and selling your first 500 units
SUMMARY
Keta Burke-Williams is the Co-Founder & CEO of fragrance line Aspen Apothecary. Keta went to Dartmouth where she studied Portuguese and religion. After graduation, she worked at Kraft-Heinz in their sales rotation program where she experienced all sides of the CPG business. She left Kraft to work at Carnival Cruises corporate office before attending Harvard Business School. At HBS, Keta came up with the idea to create a line of CBD infused perfumes. This became Aspen Apothecary.
EPISODE NOTES
While Aspen is still in its early days, we’re excited to have Keta Burke-Williams on the pod to discuss the logistics of building a fragrance company. In this episode of DTC pod, you’ll hear Blaine&Ramon talk with Keta about creating a scent, finding a manufacturer, finding her voice when pitching to VCs, optimizing for online and offline sales, being smart with your resources, and tapping into your network.
HIGHLIGHTS
8:20 - 9:20 The inspiration behind Aspen
15:43 - 16:06 Consumer trust is fragile
32:34 - 33:24 Why being cheap is smart
19:06 - 19:43 How to sell a scent online
26:03 - 26:47 Combatting imposter syndrome
40:10 - 40:49 Don’t underestimate your network!
Episode Transcript & Castmagic Chat
Ramon has Co-Founded Trend. It is a curated marketplace of creators and brands. We help brands source high quality custom content. We love working with new, innovative companies that are changing the game.
Blaine Bolus is the Co-Founder of OmniPanel, the first software platform connecting CX & Internal teams.OmniPanel, backed by top Silicon Valley VCs, is building software infrastructure that powers cross-functional work, in an industry projected to be a $641 Billion Market in 2022.
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