Jake Tannenbaum - Hitting 8-Figures via a New Category

um alright welcome to shelf help today we're speaking with Jake Tananbaum founder and CEO of Craft Mix better for you instant cocktail and mocktail mixers that's I think on track to hit eight figures this year Jake launched the I think Jake launched his first business in in eighth grade is what I read I think it was like a platform that enabled buying selling trading a streetwear and it's kind of had a real bug ever since so yeah excited to get into it I guess first off Jacob is the listeners that aren't that familiar with craft mix just give us a quick lay of the land in terms of kind of origin story why behind the brand core products in the lineup and then maybe just throw out a few places that people can get their hands on them and then we'll go from there sure hi everyone my name is JT I'm the founder of Craft Mix Origin Story I've been an entrepreneur my entire life started buying and selling streetwear when I was a kid created a platform and was lucky enough to get a scholarship to study entrepreneurship here in Los Angeles I graduated top of my class I'll dictate into the program all the accolades but I didn't want to give up on my dream of being an entrepreneur so I did what everyone does in LA when they've got a dream and I went and I became a bartender and that's where I fell in love with making drinks my friends they'd always ask me to make drinks but they never had any of the ingredients and all the mixers on the market were just absolute garbage so I figured there had to be a better way I was tired of drinking warm vodka with Coke it's disgusting and that's when I came and figured wait why don't we just take all of the ingredients you need and put it into one small packet and that's when craft mix was born I spent about six months getting drunk testing every single flavor combination you could imagine and then finally in 2020 is when we launched with the products that you see today so this is a cocktail or a mocktail for mocktail you just pour it into water sparkling water for a cocktail you then add a little bit of liquor you stir it up takes about 30 seconds add some ice and just like that in 30 seconds you have a bar fresh tasting cocktail all of our products are low sugar low calorie gluten free soy free dairy free keto paleo vegetarian vegan we really tried to hit the Mark when it came to every single diet and being very diet inclusive and our products are more sustainable than traditional mixers they taste like really freaking good bar fresh cocktails for about a dollar someone tell me where you can get a cocktail for $1 launched in 2020 now it's uh December 2025 it's been five years exactly and we've worked with some partners like Walmart Target Jet Blue Amtrak QVC the list goes on the list goes on I'll give you I'll stop right there cause that sounds like that's great already I spent a fair amount of time experimenting getting drunk night after night without giving it away too many trade secrets or anything what were like some of the key variables that you guys played around with or kind of key tweaks you made along the way between that first version or two to that that last version where you guys said okay this is right I'm ready to bring this to market I feel great about this yeah great question since we didn't want any artificial ingredients in the products that made it a whole lot more difficult cause you're working with powders that are concentrated so if I were to make this with just straight sugar the pouch would be this big and no one wants to carry around a pouch that's this big that defeats the purpose of it being small and convenient so this most difficult part was creating the sweetener system to make it sweet but not too much sugar and that took a long time to get right and one thing I forgot to mention is now we don't only do cocktails and mocktails we're also branching out we came out with a line of lemonades this year and a hot chocolate that's sold out almost everywhere except for our own website we've got a little bit of stock left but man that hot chocolate is damn good that's awesome I think I've heard you reference in some other podcast or interview or something you reference the like the brownie mix story from I think way back in the day when I can't remember what brand it was where it is initially they made it so easy to make the brownies with just mix in water that you know people at home and then they were like which was basically egg and nails jumped cause consumers felt like they're actually baking and weren't just being lazy or what not so it sounds like you guys apply the similar philosophy at Craft Mix can you take speak a bit about how your about your kind of approach here and how it I don't know might apply to some other similar CBD categories maybe yeah absolutely I think the perceived value of like a can of Seltzer is similar to a can of beer versus when you're making a drink with one of our drinks you're actually making it you're crafting it and that's where it becomes like an actual cocktail especially if you dress it up with a nice glass sorry if there's some sirens in the background live next to the hospital but yeah I think because you have to add your own alcohol and you get to choose that's the the magic for our product is you know this is a blood orange my tie but if you don't drink rum it tastes just as great with vodka you get to choose your spirit you get to choose how strong or how not strong it is you get to choose how sweet or not sweet it is based on how much water you put in so you have a little more autonomy with one of these compared to a Seltzer and I think that's another reason why we sell really well pretty sure you guys you made an order of I think it was like I think I read it was 3,000 units or so in your kitchen and that was kind of the the final straw that broke the camel's back and you were like alright this is this is not gonna work anymore and you started searching for a co packer how did you go about finding a co packer and how did you know who was the right one after that search yeah great question we did make thousands it was somewhere in the range of three to five thousand drinks in our kitchen watched every movie in the history of movies while doing that we still to this day remember the exact net weight in the we had the seal and cut seal and I I was on seal and cut my friend was on weigh and fill weigh and fill oh my god we'd make them in these big tubs I don't know if you've ever seen like a recycling container we'd make it in a big tub shake it around shake it around shake it around because we had so much powder and then just weigh them out fill oh my god it was a disaster so after spending like I think our output was 100 packets an hour we started looking for manufacturers to mass produce this and we have gone through quite a few manufacturers first we did our own research but I think for any founder out there that's gonna be talk or working with or starting a consumer packaged goods company the best advice you can get or the best way that you might be able to establish your supply chain is asking people with similar products for their recommendation you know if someone came up to me and said hey I'm I'm very interested in in creating a packaged I don't know coffee bottle or nah that's still beverage someone that said hey I'm interested in putting potatoes in bags do you know a co packer I probably don't because that's not necessarily what I do we do sachets and powder dry and flexible films we don't do crates of potatoes right so ask someone or ask someone a company that you look up to it's really as easy as just reaching out I had someone reach out yesterday saying hey I want to start this company an orange juice company and I was like cool let's chat like I'm more than happy to help you out because I work in beverage they're not like my best friend in the entire world at least not yet but still I think it's the entrepreneur's code at least my entrepreneur's code is I'm willing to help people out cause I wish I had people like myself when I was in that stage yeah totally did you have to when you transition out of from your kitchen to a copacker did you have to make any key formulation changes as you transition from self manufacturing to scaled automated production or was it a pretty easy transition no so we did have to make changes and that's another funny thing about our product is we probably looked at and worked with maybe 15 or so different formulators once we were done with our kitchen versions and we brought to them hey we want to create a mass producible formula that we can send to a manufacturer to mass produce these and out of the 15 14 of them were undrinkably bad I was flying over the whole United States

going to a conference room at 9: 7:54

00am and drinking 12 drinks before noon

and falling asleep by 12: 7:59

05 it was rough it was so rough but out of the four 15 let's say 15 or so that we had 14 of them were undrinkably garbage because again what we do is really hard with concentrated powders to make them actually taste fresh and one of them was decent and we worked with that one for another six months to then get the formula for mass production right so yeah it is different when you're making something in your own kitchen yeah versus when you're making something mass producible yeah once you started to get to like a certain scale as you and like periods of transition while avoiding stockouts and having like huge interruptions to the business and like continued sales and supplying all your retailers yeah what I will say what I will always say is no matter what company you have especially when you're a startup you're always always gonna sell out alright well I guess that's the best case scenario but in your peak period you're always gonna sell out that's happened to me that I've even happened today with our hot chocolate is it's selling you know thousands and thousands and thousands of dollars thousands of units every day um with one skew on you know online and we're like damn now it's sold out that's the one that we didn't overstock cause we weren't sure if it was gonna go crazy that's the one that's sold out and we're kicking ourselves in the foot no matter how you know small or big you are you're gonna deal with stockouts which is really frustrating you just gotta tell yourself you did the best you can do and you put yourself in that position before so you can put yourself in that position again you can't change the past you can only prepare for the future so you though you can be pissed and like ah we would have made so much more money had it been in stock you just you know you roll with the punches and know it's not the end of the world and know it's a good problem to have even though it's very frustrating looking back now anything you would have done differently or just tips you might have for earlier stage operators when they start when it comes to sourcing and kind of engaging and vetting co packers in the early days when it comes to co packers it depends on your product I've always negotiated very hard with co packers and you know made sure to find the people that we want the people that we can trust and we found a really good stack and now we have really good fundamentals we're based or sorry we're built on really strong fundamentals so that hasn't been an issue for me I know for some people that have more difficult products to work with that co packing can be more of an issue for hours though the formula is insanely complex and impossible to replicate that's why you know we still have the best tasting drink that exists the co packing is luckily very simple but the biggest advice I would give to new founders when it comes to I guess deciding on what type of product to do of course pick what you have a passion for above that what I got wrong as an entrepreneur is I thought entrepreneurs were people who that invented things that created things that were brand new to market that didn't exist before I created a product that did did not exist before powdered cocktails maybe there's someone who created a very long time ago but commercially actually there was not a category leader for dry mixed cocktails when you go into a category that you're creating it's exponentially more difficult because you have to reeducate the customer what the product is versus everyone knows what a cookie is you put it in your mouth and you eat it it's so much more simple to create something that already exists and it's easier to get a big piece or it's not easier but it's more manageable to make a million dollar company out of something that's already a commodity that people are buying all the time it's much harder to build a billion dollar business out of a commodity that people already know because it's so saturated there's so much competition it's more difficult for us to get on our feet with a brand new concept but if you really hit the product market fit then the ceiling is endless there is no ceiling because you have established yourself as the category leader but that's one thing I think back all the time is I did pick the most difficult thing to do creating a brand is always extremely difficult and then creating a new category is always extremely difficult too so that's right I guess right that's how the world goes I love that saying I love that saying cause it's so true yeah it's it's pretty much true in everything I think in the range of 15 ish skews and I'm not sure how many you launched with or you know went to market with and then pretty quickly launched but as an earlier stage seems to be pretty fast growing brand like what's what have you found has been key from a a demand planning standpoint with that many skis that that early yeah so we're now five years in and we do have about 15 or so flavors which is a lot to manage demand planning is still one thing we're trying to get right because when you're uh very underfunded business like ourselves we have so little funding for how big we're getting and how profitable we are that demand planning is always extremely tight cause you're always by the skin of your teeth based on how fast you're growing that's something we're still trying to figure out we work off of averages we work off of seasonality we look at previous years and look at growth percentages and then decide but overall that's a very very very difficult and tricky part of running a business yeah but when we did start we only launched with four flavors that was a whole lot more manageable yeah that's one thing I would definitely like to share with anyone who's starting their own business start small you don't I got that mistake I made that mistake terribly wrong when I started my previous I don't know if I'd call it a company well small company that I don't even know what to call it but I built a mobile app it took me I wanted to build the perfect mobile app for what my vision was and we built an app that was way way way way way too complex for what it should have been to start with leaderboards and video sharing and you know with uh messaging included and you know daily stats and things like that and archives when you're building any company regardless of what sector it's in build your most simple version first I think that's so important so you know we wouldn't have been able to support launching with 15 flavors out the gate we launched with four which was ambitious enough and then slowly one or two a year added flavors on but yeah I that's that's my huge advice no matter what you think your vision is cut it in a quarter launch with something small first because you're gonna learn more from that and start building traction which is the most important part of starting a business is you need to build traction as soon as possible otherwise you're gonna drive yourself insane that app it took me a year and a half to build by the time we launched it it was too confusing and I had already spent a year and a half of my life trying to build the perfect product you're always gonna iterate so start small and scale from there yeah great advice shifting gears a bit let's talk brand identity and packaging design for a minute like what were some of the key thinking back that earlier days what were those kind of key variables that were top of mind for you when you were building out the brand identity and the look and feel of the packaging what you wanted it to look like yeah so when you go into a mixer aisle you see a lot of gender biased packaging and a lot of really ugly packaging from the 1980s you see the stuff that's like you know Pentagram Devil Shotgun Whiskey and you see stuff like skinny pink Bitch gold glimmer sparkle and it's like I wanted to create something that was very applicable to everyone so we went with for our you know our Hero Skew which is this variety pack we went with just a neutral blue we went with very clear crisp imagery of or sorry illustrations of what the flavors inside would be and just try to create an extremely friendly welcoming and fun and bright packaging that would stand off the shelf and I think we're pretty successful now we get a lot of compliments on our packaging yeah looks great looks great thank you naming is is uh such an important but ambiguous and pretty challenging process what did that process look like for you that ultimately landed you on craft mix all my best ideas come in the shower while I'm driving I I love traffic I say that all the time I love traffic it's the one everyone hates traffic in LA and gets so angry all the time get me out of this I love traffic cause it's the one time I can sit in semi peace people still call me and text me and there's urgent shit all the time but I was just driving and I was trying to think of different names for a cocktail and mocktail mix and craft means high quality mix means mix and it was really as simple as that I checked to see if there's any you know the trademarks and there wasn't and just seems to make complete sense it's as simple as that I I didn't overthink it I didn't goes through a thousand different names in my car came up with and that was that was that's awesome that's great from what I read that your core demo was gonna be college age students which doesn't surprise me but you quickly learn that it ended up being more like 26 to like like 50 or 55 assuming I got that right like did you figure this out before or after you went through the brand identity and packaging design process I would say after which is really funny I thought I was creating a product for myself cause hey I love I love our products I drink them every day I drink them even with just water I already had two today just with water cause they taste that good what I I didn't know is that or you know now what I know now is that probably two thirds to three quarters of our customers are women and two thirds to three quarters are in the age of yeah 25 to 50 and when I started this business I was neither a woman nor 25 to 50 so it's so funny how you think you're creating something for yourself and your buddies and my buddies love it just as much as me but it's funny when it turns out to be a complete you know one 80 from what you imagine and it happens all the time yeah not uncommon at all from a go to market standpoint I'm pretty sure you initially put a big focus on Amazon and had a fair amount of success there I think eventually taking the top spot for cocktail mixers which which is awesome what's been what is the key to winning in I yeah so another instance of what I was talking about earlier is when I started I looked at the mixer category and I remember the category leader was maybe doing 20,000 a month on Amazon now you know we've had months where we're 100 times that on Amazon because we grew the category so I identified the reason why I started Craft Mix I had a lot of different ideas for a lot of different powdered beverages but what I saw was that this is an underutilized category everyone's drinking all the time all my friends every single well back when you know I was finishing up college you know every night we're drinking cocktail well not cocktails vodka with Coke or vodka with cranberry but nothing ever any good and that's when I was like this is a really underutilized category cause we hated the Jose Cuervo big jugs that just taste like crap and are horrible for you and make you feel terrible the next day after and that's where I saw such an opportunity and I figured with a name like Craft Mix eventually we can make it any type of drink that's high quality any type of mix that's high quality but I saw such an opportunity especially on Amazon where wow not that many people are selling in this category so there's two things you can do is you can go after a category that doesn't have any really good players and try and grow that category that's what we did again that ends up being the more difficult way or you can go after a very popular and hot selling category and just start and do start and do the motions optimize your listings get good imagery do you know listing analysis on what you need to do start running you know sponsored product ads start generating you know your first reviews from your customers so on and so forth and really just grow it from there yeah talking about from what I know making sure you get your listings set up correctly including all the back end components the first time is super important I think it can be pretty challenging to go back and fix issues later what's kind of the key things a brand should watch out for is they're setting up their listings and kind of get their brand set up in Amazon so they don't have challenges down the line you'll always have challenges down the line we still have challenges with Amazon to this day still you know asking them to get back to me on so many different things and it's no they're you're gonna have challenges no matter what that's just the the nature of owning a business if you have the capital hire someone hire an agency to help you get your listing started I didn't have the capital at the time I had no capital at the time so I spent an entire I think watching 80 hours worth of videos taking notes and just really letting it sink in every time then when I went back I knew exactly which video if I needed had a question I could go and rewatch but yeah I watched so freaking many videos just to understand that's that's the beauty of the world we live in is the entire universe's knowledge is at our fingertips totally what's the yeah a brand should be focused on if you had to pick one I would say sales and total a cost so what are your sales growing is your total a cost manageable and if it's not can you afford to lose can you afford a loss for the next X amount of months until it starts taking off those those are two ones sales total a cost um you're ready to open the retail channel in terms of the data that you use to kind of make your case to retailers and um was it those two data points you just mentioned that you like focus on in terms of positioning data to make it sound the most intriguing and getting retailers excited or if not what were some of the key got a data points to use from DDC and Amazon to make your case so the funny thing is I've only ever owned one consumer goods company I've only ever worked in one category so when people ask me they're like oh yeah what what data did you show to get into Walmart or what what data did you show cause the first retailer that we ever got into and admittedly way too early was Kroger they're like oh you know what you got an 800 source of Kroger within whatever six months of launching the business what did you do and I didn't show them any data maybe I'm not sure if it's because me and my sales director or my sales director me and my sales director are very good at pitching and just they buy it up and I don't need to show the Neilson data or anything like that I've never subscribed to Neilson ever and we're in Walmart I don't know if it's that I don't know if it's if our category is so garbage and its velocities on shelf that they're looking for any type of innovation regardless of the data but now at this point that we've talked to Kroger Walmart Wegmans Sprouts we've talked to all of these we've we've worked with all of these retailers we've talked to Costco talking to target working with Total Wine talk to go puff and Bevmo we've talked to all the big retailers and worked with them in some capacity for whatever couple week promotion or this or that whatever not once have you and we don't have the best retail data in the world I'm I'm first to admit that we're in a very slow category which is a or not a very slow but a moderately slow category we're not in a hot category like protein shakes or we're not in a hot category like energy drinks those are very hot categories where the category leader could sell 30 units per store per week we're not necessarily in a hot category like that the category leader in ours sells seven maybe eight units per store per week in a crappy store four so I don't have the best retail data in the world there are people that sell more than me but that's never been the anchor to yeah the make or break into the retailer it's always been me and the pitch and our on timeness and our high margins and that's what's always sold the product so yeah makes sense in my opinion the data is not the the buyer sell it's it's what can you do for them and do they like you totally yeah lean into your strengths I like it thinking back to maybe the first big retailer chain I don't know who it was whether it was your target or what not once you got that commitment and say ever gonna put you on the shelf key steps leading up to that successful launch yeah I my number one advice is just don't because if you're at the stage where I was at when you go into retail you're way too early we have now on socials gotten over five or I think we're over 500,000 followers we've gotten over 300 million views this year alone and we're now you know we've generated we've sold probably 20 to 25 million drinks all time something around there maybe a little more maybe 20 to 30 million drinks let's say still a lot of people don't know what our product is when they see it for the first time if you Adam if you were to go up to the next person you saw say hey you ever heard of this they'd say no what is it if you're too you don't unless you're unlimitedly funded you're going to have to buy your sales in retail if no one knows what your product is and that means you're gonna be extremely unprofitable if you go into retail with no brand awareness you have to demo you have to roll back prices you have to give incentives to the retailers and then you end up losing all of your money and going out of business unless you're unlimitedly funded we're finally just starting to turn the quarter on velocity with Walmart now doing seven to eight units store per store per week which is for Walmart that's really good we're just just starting to turn the corner and still we know we have retailers that don't do those velocities we have retailers that are three units per store per week we worked with Kroger way too early and we got kicked out we were at I think point seven five units per store per week also whatever your product is if you're on Amazon that's a whole different merchandising set than when you're in a retailer we went into to Kroger with our 12 packs at 1499 and then we went to the the mixer aisle and saw every product in that aisle was 699 to 1199 we are the newest and the most expensive in a conventional retailer so you make so many mistakes in retail and yeah you can make a little bit of money but that's not your goal is to make a little bit of money it's about having a repeat customer for life and you won't get there until you have enough brand awareness so that is that's my retail suggestion to most new founders is just don't because you're gonna be disappointed you're gonna lose a lot of money and that puts you in the wrong direction and you're gonna get kicked out most of the time what's kind of some of the core tools and tactics you found that have the most impact whether it's like demos and shelf talkers aisle leaders or promo strategy merchandising that kind of stuff but it sounds like if you're in a really hot category you're gonna do better so that's why I always say think about the product that you're starting are you starting cookies or you starting a brand new thing that no one's ever heard of before and creating a category the other biggest velocity pusher for a startup is brand awareness I'm sorry you can demo at a store you can sell 25 in a day and then the next day you're gonna sell one again or not even you're gonna sell zero the next day you can say you know demo for an entire week sell 200 units in the week and then the next week you're gonna sell two yeah so it's unsustainable because if you're demoing every day you're likely paying someone $250 a day which is outweighing the amount of money you're making because you're already giving a discount and you're giving wholesale pricing and maybe distributor margin and charge backs so doing it that way is unsustainable unless you have unlimited funding you need to create the demand for your product right you landed in the in the Kroger network just compared to some of the other retailers that you work with what have you found is unique about working and working with and kind of succeeding in the Kroger network that maybe is yeah unique or different compared to other retailers Kroger was honestly great they paid on time they cut the purchase orders we ship them to their warehouses Kroger was great we didn't work with them for too long we worked with them for about a year we had the wrong product in there we didn't have great velocity it was six months after we initially launched the product so but I've got all respect for Kroger I really enjoyed working with them we'll probably once our velocities are good enough once we expand more we'll probably take another crack at Kroger it's been what four years now or something like that we're what in 2021 compared to now yeah totally 25 to you know 25 times the size the business that we were back then totally shifting gears a little bit I'm pretty sure I read that corporate gifting has become a somewhat sizable channel for you guys assuming I assuming I got that right like what's what have you Learned about this channel and I guess kind of what's what's the key to building it into a actual like material channel for the brand yeah corporate gifting used to be absolutely massive during the covid years for us 21 22 maybe even a little 23 it's definitely calmed down now that people are going back to office we still love to work with corporate gifting distributors what I will say is it is very very relationship driven they think of their old boys they don't think of the new guys so even though you go to their office you give a nice presentation you licker everyone up and get them smiling and having fun still they're not gonna think of you in the future which is frustrating but there are a couple gifting platforms that we use that are like DTC gifting platforms and also snack magic which is one big one for us I think we're the number one beverage in the number one pantry item right now on Snack Magic which is really freaking cool that's great so yeah I I think it makes sense because it's a product that it's low cost it's low space and it's a lot of fun and it tastes good totally I think you had some success on on QVC before I haven't talked to many people these lately that I have even gotten in QVC channel or even like tested it tell me yeah tell me a bit about what that's been like about that journey yeah man it's so much fun I like it is live television so when I say live there are it's there are no second chances yep you go and you just ramble and if you can't think of something you make something up so when they bring the table in front of you they already have the camera on you and you see the countdown of when it's gonna go live and it says 6 5 and they're still putting the ice cubes in their glass 4 3 they put one more ice cube and then they duck out 2 1 and then you start they cut it so close to where you're on edge or you're like man are we gonna make it or there is their head gonna be in the shot and they exit right perfect timing and it is a mad dash it used to be I started doing it on zoom and it used to be a whole lot of fun because we would zoom in and during the pandemic sales were wild sales were wild you know doing 80 90 a hundred thousand dollars in just six minutes and I'd be blown away and then we start going in and I would go and I would fly to my see my mom in New Jersey and then drive to West Chester Pennsylvania and you you show up you get dressed you talk to some of the guys and gals in the waiting room or uh the green room where you chat about your sales and your products and everyone gives each other samples that's a whole lot of fun and then you hop on stage and we watch each other from backstage and sometimes you see people that are so nervous and we crack up and it's almost like you know going to the races because they'll be calling out oh there's only 500 units left there's only 200 units left 50 units left oh everybody were sold out too bad I would say though QVC has calmed down a whole lot since the pandemic I think people were shopping at home a whole lot more when they didn't have anything to do and everyone was stuck at home watching TV we have a big QVC event coming up on the 31st where we're debuting our hot chocolate with QVC that's very exciting I'm excited for that one but it's a little too laborious for me to go back to West Chester West Chester Pennsylvania all the time so nowadays I just uh I take I I send a a backup for me and she does a fantastic job nice there you go you're able to talk about yes we have some functional beverages coming out next year alright I'll leave it at that we were very successful with functional beverages our espresso martini because it's caffeinated our zero sugar zero carbs zero calorie Margarita very successful too and we're also very successful with our line extensions our lemonade and our hot chocolates so leads us to believe that with a really strong brand with really great tasting products that are better for you at an affordable price and more sustainable that we have a lot a lot of runway to get into functional beverages as well and just be a go to brand for anything anything public love that last question for you you're definitely clearly pretty plugged into the CBG space in general any brands or just trends in general outside of your particular vertical that just can you gotten excited about it blows my mind the volumes that people do online with such simple products that may or may not work who knows I don't know some I like see some brands that are like become 3 x smarter overnight with brain powder I'm just making that up I don't think brain powder if it exists but if it does let's see brain if it does I'm sorry brain powder whoever you are I was just making something up but yeah I see some that have wild claims yeah like like unlock your inner genius and it blows my mind how well these things sell totally so I see that and I see some hot categories but I am not currently in any of them yet but we're also still working on even though we were cementing ourselves as the absolute unrivaled category leader in cocktail mixers I think we've done it online but I think we need to start doing it in store but to do that we need to raise more capital so that's definitely a major focus makes sense yeah this has been awesome JT you got so many great insights here what's um well clearly you guys have a lot of followers what's the best place for people to follow along with you and then best place or places to follow along with the brand sure if you look us up online Instagram TikTok Facebook LinkedIn all these YouTube it's just at Craft mix C r a F t m I x just like you know as it's no no periods no nothing just craft mix find us there and then if you ever want to DM me my Instagram is jacket like the clothing piece dot tan t a n n so love that yeah awesome DJ we really appreciate the time it's been great and that's the pod sweet good luck everyone didn't feel like they were doing enough and then they added another step how did you like navigate those switches I was really just in my car driving and thinking you had thought you mentioned setting up your listings and what not what's the number one Amazon KPI eventually you what are those kind of cat category is the number one seller you're thinking about Kroger specifically love that you also have been I think the functional space is absolutely exploding it

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