Incendium Podcast: Eric Roering, Co-founder and CFO of Fontana Candle Company (0:00)
James introduces Eric Roering, co-founder and CFO of Fontana Candle Company, highlighting the company’s growth and recognition in the wellness industry.
Eric's Journey: From Corporate to Candle Making (0:34)
Eric shares his background in accounting and trading, leading to a 15-year corporate career. He recounts how a negative experience with a commercial candle sparked the idea for Fontana, leading him to create natural, non-toxic candles.
The Importance of Education in Natural Products (4:44)
Eric discusses the challenge of educating consumers about the benefits of natural candles versus traditional fragrance-laden ones. He equates the current understanding of fragrance to the early days of organic food, emphasizing the need to educate consumers about the health impacts.
Transitioning from Hobby to Business (8:21)
Eric explains how his role has shifted from candle making to strategic planning and business management. He emphasizes the importance of understanding the business side, including financials, procurement, and scaling operations.
Navigating Early Challenges and Financial Strategies (10:20)
Eric details the company's early financial strategies, including reinvesting profits and avoiding salaries for the first four and a half years. He credits his financial background and partnership with his wife for the company's success.
Data-Driven Decision Making in Business (14:49)
Eric stresses the importance of data-driven decision-making, highlighting the company’s investment in various software tools. He discusses their shift from influencer marketing to PPC and the challenges of accurately tracking ROI.
The Power of Influencer Marketing (15:23)
Eric recounts the early success of influencer marketing for Fontana, but acknowledges the changing landscape and the need for authenticity. He explains their shift to commission-based influencer partnerships.
Shifting Strategies: From Influencers to SEO and PPC (20:16)
Eric describes the company’s evolution from influencer marketing to SEO and PPC, emphasizing the importance of accurate data tracking and the use of AI for ad optimization.
Future Growth: Diversifying Sales Channels (28:25)
Eric outlines Fontana’s plans for future growth, including diversifying sales channels through retail expansion and Amazon FBA. He emphasizes the importance of brand awareness and strategic partnerships.
Advice for Aspiring Entrepreneurs (30:51)
Eric advises aspiring entrepreneurs to persevere through challenges and focus on building a solid foundation. He stresses the importance of transitioning from working “in” the business to working “on” the business.
