Incendium Podcast: Jake Karls, Co-founder of Midday Squares (0:01)
James introduces Jake Karls, co-founder of Midday Squares, highlighting his accolades and the podcast's focus on e-commerce growth leaders.
Jake's Unconventional Start and Pursuit of Validation (0:21)
Jake shares his high school experiences as the "class clown," driven by academic insecurities. This led him to pursue actuarial science, seeking to prove his intelligence. After facing numerous rejections in finance, he found inspiration in entrepreneurship, leading to his initial fitness business and subsequent ventures.
The Birth of Midday Squares and the Power of Authenticity (4:02)
Jake describes joining Midday Squares with his sister and brother-in-law, focusing on storytelling and community building. They documented their journey through social media, showcasing the raw realities of entrepreneurship. This authenticity resonated with audiences, driving curiosity and connection.
Building a Community and Rapid Growth (6:41)
The founders' approach of building a "reality show" on social media created a unique brand connection. Combined with a product with market fit, they experienced rapid growth, scaling from 50 bars a day to producing over 100,000.
Challenges in Scaling and Manufacturing (9:22)
Jake emphasizes the challenges of scaling manufacturing, particularly with a novel product. They built their own facility after facing rejections from co-manufacturers, viewing it as a core part of their brand story. They discuss the continuous balance between meeting demand and maintaining quality.
Data-Driven Decisions and Unscalable Strategies (12:06)
While Jake focuses on unscalable, personal connection strategies, his partner Nick runs the business based on data, influencing everything from flavor launches to retail strategy. Jake also discusses their marketing mix, including paid ads, influencer partnerships, and a strong "ground game" of in-person interactions.
The Power of Storytelling and Vulnerability in Marketing (15:31)
Jake emphasizes the importance of storytelling over product features, drawing inspiration from political campaigns. He cites campaigns focusing on vulnerability and personal stories as highly impactful, creating stronger connections with the audience and investors.
Navigating Intrapreneurial Dynamics and Team Culture (18:12)
Jake discusses the challenge of bringing his introverted co-founders on board with their public-facing strategy, which led to regular group therapy sessions. They foster a team culture that embraces their media-forward approach.
Future Plans: Expansion and Deepening Retail Partnerships (19:23)
Midday Squares plans to expand its manufacturing capabilities and deepen relationships with existing retailers like Costco, Target, and Whole Foods. They aim to focus on product depth in current stores and launch a new product line.
