Last time we spoke it was only 8 months into the business, now it’s been three years. We met on TikTok in 2020. This is the part 2 episode. I’m so excited to dig into this today! So many lessons to share, and so much cool stuff going on. Here is the story since circa October 2021.
In the entrepreneurial journey, knowing where to focus your energy can be a challenge, especially when juggling multiple ventures. For the founders of Contour Cube, the decision to concentrate on their beauty product came from recognizing its potential to grow. The vitality of the Contour Cube began to soar, demanding their full attention while allowing them to keep their hand sanitizer business running. To this day, they still offer their sanitizer on eBay, giving it a second life even as they channel their resources into their primary venture.
When we last spoke, both founders were balancing full-time jobs alongside their businesses. One of the co-founders, Sarah, found herself in a tough spot, unsure whether to take the leap into full-time entrepreneurship. The turning point came when a well-known influencer, Kendall Jenner, posted about Contour Cube, generating significant buzz. This unexpected exposure coincided with inquiries from major retailers, including 450 Priceline stores across Australia. Faced with this opportunity, Sarah made the daunting decision to leave her job and navigate the logistics of partnering with a large stockist. This leap of faith marked the beginning of a thrilling new chapter in their entrepreneurial journey, particularly as her partner, Lewis, joined the team in February 2023.
The Shark Tank Experience
Encouraged by friends and industry peers, the founders decided to apply for the popular show Shark Tank. They prepared meticulously, binge-watching previous seasons and practicing their pitch until they felt ready. On the day of the filming, they navigated a series of pre-interviews and a thorough tour, culminating in their pitch. To their relief, it went just as they had hoped.
The impact of their appearance on Shark Tank was profound. For anyone considering this opportunity, it’s essential to understand the potential exposure. During the airing of their episode, their website saw a surge in traffic, with over 6,000 visitors at one point and a quarter of a million viewers watching the show. Leveraging this moment, they reposted their segment on TikTok, creating a captivating series that resonated with audiences. This strategic use of TikTok not only showcased their journey but also engaged viewers, making it a powerful tool for organic marketing.
Harnessing the Power of TikTok
In the digital age, short-form video content has become a key driver for business growth. The founders quickly recognized the importance of consistency on platforms like TikTok. They started by posting three times a week, and now aim for daily uploads, gradually working toward three posts a day. This ambitious plan translates to 21 videos weekly, but they focus on creating smarter content rather than just more of it. By developing seven ideas and presenting them in three different formats—like voice-over videos, trending sound clips, and engaging carousels—they are optimizing their content strategy.
Generating ideas for TikTok posts involves drawing inspiration from fellow creators. The founders categorize their ideas into three baskets: entertaining, educational, and inspirational. This organization helps streamline their content creation process. Each time an idea strikes, they script it out, consider the visuals, and select the perfect sound. They dedicate specific days to filming but prioritize their mental health by allowing themselves breaks when needed.
One of their favorite strategies is creating montage videos. These clips capture behind-the-scenes moments, like packing orders and brainstorming product prototypes. Such videos not only resonate with viewers but also provide an authentic glimpse into the founder's life.
However, the road to success isn’t without challenges. Idea fatigue can set in, making it difficult to consistently produce fresh content. To combat this, they repurpose existing material, ensuring they reach diverse audiences while maximizing their content's lifespan. They see potential in TikTok Shop, anticipating its growth based on success stories from the U.S. market.
Crafting a Compelling Brand Story
For those unsure of where to start in their marketing efforts, telling a compelling brand story is crucial. Sharing the inspiration behind their product and how it fills a market gap can foster engagement. By addressing audience comments and questions through video responses, brands can create a more personal connection with their viewers. Authenticity in storytelling is vital—consumers want to buy from real people, not faceless corporations.
The founders experienced a significant boost when Kendall Jenner mentioned their product on her Instagram story, leading to a spike in sales. They quickly capitalized on this momentum, creating TikTok content to share the excitement. This experience underscores the importance of viewing every milestone as an opportunity for content creation.
To get products into the hands of influencers, they recommend teaming up with other brands and utilizing PR agencies. However, organic growth through word-of-mouth has proven effective for them, highlighting the power of genuine engagement.
Daily Actions for Business Success
To build a successful business, the founders suggest a few daily practices:
- Develop a Content Creation Plan: Regularly generate engaging content to maintain a strong online presence.
- Set Clear Goals: Identify your top three objectives for each quarter to focus your efforts effectively.
- Embrace Creativity: The joy of building something from scratch fuels their passion. Creativity is at the heart of entrepreneurship.
For those seeking inspiration, the founders recommend watching Diary of a CEO on YouTube, along with other business-related content, to gain insights and motivation.
As they continue their entrepreneurial journey, the founders of Contour Cube exemplify the power of determination, creativity, and strategic marketing. Their story is a testament to the idea that solving personal challenges can lead to meaningful business success.
