Summary:
Welcome to another great episode of Startup Junkies!
On this episode, hosts Matthew Ward, Jeff Amerine, and Grace Gill sit down with Deric Cahill, the founder of Wicked BOLD, a company specializing in producing small-batch, vegan chocolate. Wicked BOLD’s chocolate is handmade in Texas using only three ingredients—one of which is organic and ethically sourced cacao from Belize. Throughout the episode, Matthew, Jeff, Grace, and Deric discuss utilizing TikTok as a marketing strategy, the challenges behind starting a business, and how to navigate growth while staying authentic.
Show notes:
(2:00) Introduction to Deric
(4:50) TikTok Strategy
(13:28) Zero To Side Hustle: The 0–90 Day Playbook for Entrepreneurs
(16:02) Advice to Those Wanting to Start a Business
(22:16) Next Steps for Wicked BOLD
(26:24) The Volatility of Inflation
(33:04) Keeping the Authenticity behind Wicked BOLD
(36:59) Navigating How to Delegate Work
(39:38) Advice to Previous Self
(41:33) Closing Thoughts
Links:
Zero to Side Hustle: The 0 – 90 Day Playbook for Entrepreneurs
Quotes:
“People love seeing people succeed at the core of who they are. So for small brands that don’t already have their brand strategy or their social media strategy, I would highly recommend showing people what you are like. You always hear the saying ‘friends buy from friends’ or ‘people buy from people they like,’ and that’s the approach I take on TikTok.” – Deric Cahill, (8:46)
“I want to be irrational. I want to live life a little bit on the outskirts and I want to be unapologetically me…I want to find my people and I don’t want to care about the people that are not my people.” – Deric Cahill, (12:25)
“And while my customers might not notice that my prices stay consistent—maybe they do—but I’m not relying on a $3 difference in the cost of my goods to feed my family. So, I keep my prices consistent.” – Deric Cahill, (27:27)
“I feel like everything that I do right now with my time is in perfect alignment with who I want to be…I’m not faking it for anyone, which is really cool…I’m on my track to like my best life.” – Deric Cahill, (34:38)
Wicked Bold Chocolate Follow Up with Deric Cahill
On this episode, hosts Matthew Ward, Jeff Amerine, and Grace Gill sit down with Deric Cahill, the founder of Wicked BOLD, a company specializing in producing small-batch, vegan chocolate. Wicked BOLD’s chocolate is handmade in Texas using only three ingredients—one of which is organic and ethically sourced cacao from Belize. Throughout the episode, Matthew, Jeff, Grace, and Deric discuss utilizing TikTok as a marketing strategy, the challenges behind starting a business, and how to navigate growth while staying authentic.
Leveraging TikTok as a Small Business
When it comes to being successful on TikTok, quality content and authenticity are equally important. Some individuals or companies think they’ll be able to use the same content strategies on TikTok that they’re using on their other social media platforms. However, that isn’t as effective on TikTok. As the entire platform is video-based, the content presents like an advertisement. Users skip ads on TikTok and Youtube all the time, so if your content appears like a product pitch, people will not hesitate to skip over your videos.
Many brands experience success on TikTok when the majority of their content showcases their personality rather than their products. Furthermore, it’s critical that individuals are authentic when promoting themselves on TikTok, as users can see through disingenuous promotional posts. TikTok favors small brands, individuals, and businesses because it allows them to have real conversations with people and not worry about whether their content is as polished as an established company with a significantly larger marketing budget.
“People love seeing people succeed at the core of who they are. So for small brands that don’t already have their brand strategy or their social media strategy, I would highly recommend showing people what you are like. You always hear the saying ‘friends buy from friends’ or ‘people buy from people they like,’ and that’s the approach I take on TikTok.” – Deric Cahill, (8:46)
Navigating the Volatile Consumer Goods Market
When it comes to Deric’s strategy for navigating the current inflation rate, he values consistency over anything else, meaning that his prices don’t change depending on the current market. Deric doesn’t allow the dilemma of increased inflation to be a factor in his business model—instead, he focuses solely on making the best chocolate. If the product is consistent and high-quality, customers are more likely to remain loyal to Wicked BOLD, even if the prices do eventually increase.
Moreover, Deric did not create Wicked BOLD to make a six-figure salary. He developed Wicked BOLD because he was passionate about it. Rather than looking for a $250,000 salary, he’s focused on making enough money to focus solely on developing Wicked BOLD. This mindset shift helps Deric focus less on inflation and the ever-changing market, and more on the original mission behind Wicked BOLD.
“And while my customers might not notice that my prices stay consistent—maybe they do—but I’m not relying on a $3 difference in the cost of my goods to feed my family. So, I keep my prices consistent.” – Deric Cahill, (27:27)
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