May 5, 2023 • 9 mins
Today’s Housewives University case study is Teresa Giudice. Bethenny dissects Teresa and her brand. Find out what works, what didn’t and why.
Plus, did Teresa rip something from one of Bethenny’s businesses? There’s a lot to be learned here and luckily for you the losses won’t be your own!
See omnystudio.com/listener for privacy information.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:12):
Housewives University, it occurred to me that so many housewives
have now entered into business, and I've actually met housewives
that have said they started businesses because of me and
because of what I did on Housewives and Skinny Girl
and all that stuff, and using as a platform. So
I want to go housewife by housewife and talk about
(00:35):
their businesses and grade them the mistakes and the successes,
and really honestly talk about these business vehicles because often
on Housewives, housewives understandably feel like they have to grab
a business idea because they have to maximize this opportunity,
(00:55):
and there are so many different things that you could do,
and you know, it all seems shiny and smart, meaning
some people walk in with their own business that may
not be as sexy and TV friendly. Let's say, let's
say Vicky your insurance, but that's the bread and butter like.
It's not an easy product to market that someone can
go online and buy, but that's her core business. And
(01:18):
then you have Chara who was marketing She by Chara
because it sounds good and it's shiny, but there was
no meat, there was no substance. So today we're going
to do Teresa Giudija. She wisely piggybacked on my Skinny
Girl brand by launching Skinny Italian.
Speaker 2 (01:41):
She launched a cookbook.
Speaker 1 (01:43):
It's smart because she's you know, later became about fitness,
but the Bravo audience cares about calories and being fit
and being in shape, and there are many Italian cookbooks,
so her coming up with a version of a lower
calorie Italian cookbook is just very smart.
Speaker 2 (02:05):
It solves a problem.
Speaker 1 (02:07):
It is kind of diet adjacent, which is a successful
category used to be back back then. Now diet is
not in it all, and Skinny's not in it all,
even as a concept, not meaning as a body type.
But she did Skinny Italian Fabulousous, which probably did well,
but I bet you Skinny Italian did better. And it
(02:28):
sounded like, you know, she had the platform, she had
the vehicle, she'd go out, and she's a worker, so
she could really promote something like that and get her
audience to buy into it just to support her. It's
not like she's selling something it's two hundred dollars. It
just seemed to hit right, and it hit right when
housewives books were doing We're doing well. My book was
the first ever Housewives book, and then there were others
(02:51):
to follow, and a lot of them did well in
the beginning because that was when we were getting all
the press and getting the talk shows, and it was
back then when it was a more traditional sense of media.
You didn't talk about a book until you sat down
on the Today Show, and then it would hopefully.
Speaker 2 (03:09):
Hit the list if it was a decent book.
Speaker 1 (03:11):
There are many Housewives books failures because what happens, like
in the liquor business, someone does it well. I've had
five New York Times bestsellers, and my first several books
were New York Times bestsellers. So a lot of other
housewives jumped on that bandwagon. I was the first. Needy
was soon thereafter. Theresa was a little while after. But
(03:32):
you kind of got to jump right on. Brandy Glanville,
I remember her book did well, but you got to
jump right on otherwise you're just another liquor brand, you're
another book. So you know, it's hard to know when
you're almost too late, like celebrity beauty brands.
Speaker 2 (03:51):
Right now, it's too late. We did it, like the.
Speaker 1 (03:55):
Last one in was Selena Gomez, you know, and some
people are getting caught, they're not making it through, you know,
j Lo skincare, it's not pushing through certain brands, Scarlett Johansson,
it's not pushing through Pharrell and Brad Pitt and that
stuff just was never a good idea men's skincare. No
one's really done it properly yet it's not pushing through,
So you gotta know.
Speaker 2 (04:16):
And you could be too early. By the way, you
could be too early.
Speaker 1 (04:19):
You know, Quibi was a shit show by Jeffrey Katzenberg,
but it was short form content like short videos, and
it was probably not executed the way the TikTok was.
But things can be too early. I created the wave
of liquor brands for celebrities, the big wave I created,
but I was early. If I had sold my brand
Skinny Girl, based on the cases it was doing back then,
(04:43):
I would have gotten a billion dollars half a billion dollars.
But I was early, so people weren't paying that then,
So it's like you gotta time. It's so Skinny Italian
was towards the front of that, and then a lot
of people got caught just writing books.
Speaker 2 (04:57):
For vanity reasons.
Speaker 1 (04:58):
You know, she and she was late for the liquor
Fabillini and she was too niche for the liquor, and
Kathy Wikiola had a red velvet liquor. Luanne talked about
a vodka, Nini talked about a prosecco. Everybody got caught
in the dumpster fire that was you know. Heather talked
about it like a Champagne, Like could you could have
saved a lot of money, Ramona with the Pino Grigio
(05:20):
with her own name, like I could have told I did.
They all were just bad ideas and just a disaster.
So Chuisa gets an a on Skinny Italian. She gets
a sea on Fabilini because her name is cutesy back
when cutty drinks were doing well. Billini is just not marketable,
so she gets to see says her wine came to
(05:41):
a halt when she was sentenced to prison. It came
to a halt because it was it started at a halt.
Speaker 2 (05:46):
That was just a sea Blania haircare.
Speaker 1 (06:00):
I presume that's named after her daughter, unless there's a
coincidence and a brand name Milania came to her. And
it says that investors began to get nervous, took steps
to withdraw and distance themselves. Doesn't matter doesn't matter.
Speaker 2 (06:15):
Would that have done well?
Speaker 1 (06:16):
Is that what she represents? She has big good hair
and hair extensions. I presume this is hair extensions or
this was hair care products. Here's the thing about hair care.
Why Teresa gets to see on the hair care. She
doesn't get an f because it's a good idea because
she's got thick Italian hair and like you know with
her wedding, it's like hair. She's very hair forward, right,
(06:38):
you know, there's always elaborate hair and like a lot
of hair and she's very hair forward.
Speaker 2 (06:43):
But hair care is.
Speaker 1 (06:44):
Something you need to really trust, like skincare, Like you
can't do housewives skincare. It's just not enough. It's not
trusted enough. Like it's like appliances. That's why Sony didn't
do well with her toaster, Like appliances is something you
need to trust like over time, like decades, like Floreal Revlon,
like that your hair is not gonna fall out and
(07:04):
that it's trusted and it's something that's in your house
every day. It's like Procter and Gamble household items. So
from her to come in with hair, like yeah, if
there was a cute serum or a cute product, but
like for full fledged hair care, if there was a
hair growth serum that seemed like a gimmick that she
could possibly push, yes, but for like all your hair
care needs, it's just not something that every day you're
(07:25):
gonna have in your bathroom and have guests over and
like you're pushing Malani and hair care.
Speaker 2 (07:30):
It's just it's not there. It's not her fault.
Speaker 1 (07:32):
It's just that you got to be a trusted brand
that really is scientific and just that households and moms
and supermarkets and it's just it's just a different level
of trust for certain categories like T shirts is not
the same level trust as skin care and hair care.
And then toasters, it's an electrical appliance in your home,
(07:55):
Like that's something you need to really really be able
to trust.
Speaker 2 (07:58):
Okay, toaster vibrate it.
Speaker 1 (08:00):
Yes, it needs to be reliable, but it's not gonna
be like around your kids with any luck and in
your house every day. So Malania Haircare was a sea
because it's a good idea. She's very hair forward, and
this audience cares about their hair. They'll buy a serum,
but they'll be onto the next thing next. It's not
something that they're gonna forever be like loyalists to Milania haircare.
(08:21):
Pasta pizza restaurant. I don't even know about this, but
it's a terrible idea. Who's the business person behind this restaurant,
this pasta pizza restaurant. Who's the business like, yes, pizza,
you know pizza, you know people, your family, who's running
the numbers? Like who is doing the business. It doesn't
(08:43):
sound like there's anybody who really understands a restaurant business
who's involved in that business. They launched it at a
time where everything was moving towards direct to consumer, like
do a frozen pizza business. I know she reached out
to me about some pizza oven. It's a better idea
because because THEESA would go on on QVC or HSCENT,
and she's a worker, so she'll fucking slept there and
(09:06):
sell pizzas at two o'clock in the morning and not
care and people will buy them pizza sauces. It's very crowded.
I wouldn't suggest it, but pizza sauce is better than
a pizza restaurant. Frozen pizza's skinny Italian. She can't own
the word skinny. Maybe I don't know skinny Italian Pizza's
better idea restaurant clunky, bulky, overhead taxes, upkeep ratings, not
(09:31):
direct to consumer. They're just get to the customer, Get
the pizza to the customer, get the sauce to the customer,
pizza kits.
Speaker 2 (09:39):
That sounds blogged down.
Speaker 1 (09:40):
Yeah, I don't think she needed to like, I'm giving
that a sea too. So overall, Teresa for her business endeavors,
gets a C plus
Housewives University, it occurred to me that so many housewives
have now entered into business, and I've actually met housewives
that have said they started businesses because of me and
because of what I did on Housewives and Skinny Girl
and all that stuff, and using as a platform. So
I want to go housewife by housewife and talk about
(00:35):
their businesses and grade them the mistakes and the successes,
and really honestly talk about these business vehicles because often
on Housewives, housewives understandably feel like they have to grab
a business idea because they have to maximize this opportunity,
(00:55):
and there are so many different things that you could do,
and you know, it all seems shiny and smart, meaning
some people walk in with their own business that may
not be as sexy and TV friendly. Let's say, let's
say Vicky your insurance, but that's the bread and butter like.
It's not an easy product to market that someone can
go online and buy, but that's her core business. And
(01:18):
then you have Chara who was marketing She by Chara
because it sounds good and it's shiny, but there was
no meat, there was no substance. So today we're going
to do Teresa Giudija. She wisely piggybacked on my Skinny
Girl brand by launching Skinny Italian.
Speaker 2 (01:41):
She launched a cookbook.
Speaker 1 (01:43):
It's smart because she's you know, later became about fitness,
but the Bravo audience cares about calories and being fit
and being in shape, and there are many Italian cookbooks,
so her coming up with a version of a lower
calorie Italian cookbook is just very smart.
Speaker 2 (02:05):
It solves a problem.
Speaker 1 (02:07):
It is kind of diet adjacent, which is a successful
category used to be back back then. Now diet is
not in it all, and Skinny's not in it all,
even as a concept, not meaning as a body type.
But she did Skinny Italian Fabulousous, which probably did well,
but I bet you Skinny Italian did better. And it
(02:28):
sounded like, you know, she had the platform, she had
the vehicle, she'd go out, and she's a worker, so
she could really promote something like that and get her
audience to buy into it just to support her. It's
not like she's selling something it's two hundred dollars. It
just seemed to hit right, and it hit right when
housewives books were doing We're doing well. My book was
the first ever Housewives book, and then there were others
(02:51):
to follow, and a lot of them did well in
the beginning because that was when we were getting all
the press and getting the talk shows, and it was
back then when it was a more traditional sense of media.
You didn't talk about a book until you sat down
on the Today Show, and then it would hopefully.
Speaker 2 (03:09):
Hit the list if it was a decent book.
Speaker 1 (03:11):
There are many Housewives books failures because what happens, like
in the liquor business, someone does it well. I've had
five New York Times bestsellers, and my first several books
were New York Times bestsellers. So a lot of other
housewives jumped on that bandwagon. I was the first. Needy
was soon thereafter. Theresa was a little while after. But
(03:32):
you kind of got to jump right on. Brandy Glanville,
I remember her book did well, but you got to
jump right on otherwise you're just another liquor brand, you're
another book. So you know, it's hard to know when
you're almost too late, like celebrity beauty brands.
Speaker 2 (03:51):
Right now, it's too late. We did it, like the.
Speaker 1 (03:55):
Last one in was Selena Gomez, you know, and some
people are getting caught, they're not making it through, you know,
j Lo skincare, it's not pushing through certain brands, Scarlett Johansson,
it's not pushing through Pharrell and Brad Pitt and that
stuff just was never a good idea men's skincare. No
one's really done it properly yet it's not pushing through,
So you gotta know.
Speaker 2 (04:16):
And you could be too early. By the way, you
could be too early.
Speaker 1 (04:19):
You know, Quibi was a shit show by Jeffrey Katzenberg,
but it was short form content like short videos, and
it was probably not executed the way the TikTok was.
But things can be too early. I created the wave
of liquor brands for celebrities, the big wave I created,
but I was early. If I had sold my brand
Skinny Girl, based on the cases it was doing back then,
(04:43):
I would have gotten a billion dollars half a billion dollars.
But I was early, so people weren't paying that then,
So it's like you gotta time. It's so Skinny Italian
was towards the front of that, and then a lot
of people got caught just writing books.
Speaker 2 (04:57):
For vanity reasons.
Speaker 1 (04:58):
You know, she and she was late for the liquor
Fabillini and she was too niche for the liquor, and
Kathy Wikiola had a red velvet liquor. Luanne talked about
a vodka, Nini talked about a prosecco. Everybody got caught
in the dumpster fire that was you know. Heather talked
about it like a Champagne, Like could you could have
saved a lot of money, Ramona with the Pino Grigio
(05:20):
with her own name, like I could have told I did.
They all were just bad ideas and just a disaster.
So Chuisa gets an a on Skinny Italian. She gets
a sea on Fabilini because her name is cutesy back
when cutty drinks were doing well. Billini is just not marketable,
so she gets to see says her wine came to
(05:41):
a halt when she was sentenced to prison. It came
to a halt because it was it started at a halt.
Speaker 2 (05:46):
That was just a sea Blania haircare.
Speaker 1 (06:00):
I presume that's named after her daughter, unless there's a
coincidence and a brand name Milania came to her. And
it says that investors began to get nervous, took steps
to withdraw and distance themselves. Doesn't matter doesn't matter.
Speaker 2 (06:15):
Would that have done well?
Speaker 1 (06:16):
Is that what she represents? She has big good hair
and hair extensions. I presume this is hair extensions or
this was hair care products. Here's the thing about hair care.
Why Teresa gets to see on the hair care. She
doesn't get an f because it's a good idea because
she's got thick Italian hair and like you know with
her wedding, it's like hair. She's very hair forward, right,
(06:38):
you know, there's always elaborate hair and like a lot
of hair and she's very hair forward.
Speaker 2 (06:43):
But hair care is.
Speaker 1 (06:44):
Something you need to really trust, like skincare, Like you
can't do housewives skincare. It's just not enough. It's not
trusted enough. Like it's like appliances. That's why Sony didn't
do well with her toaster, Like appliances is something you
need to trust like over time, like decades, like Floreal Revlon,
like that your hair is not gonna fall out and
(07:04):
that it's trusted and it's something that's in your house
every day. It's like Procter and Gamble household items. So
from her to come in with hair, like yeah, if
there was a cute serum or a cute product, but
like for full fledged hair care, if there was a
hair growth serum that seemed like a gimmick that she
could possibly push, yes, but for like all your hair
care needs, it's just not something that every day you're
(07:25):
gonna have in your bathroom and have guests over and
like you're pushing Malani and hair care.
Speaker 2 (07:30):
It's just it's not there. It's not her fault.
Speaker 1 (07:32):
It's just that you got to be a trusted brand
that really is scientific and just that households and moms
and supermarkets and it's just it's just a different level
of trust for certain categories like T shirts is not
the same level trust as skin care and hair care.
And then toasters, it's an electrical appliance in your home,
(07:55):
Like that's something you need to really really be able
to trust.
Speaker 2 (07:58):
Okay, toaster vibrate it.
Speaker 1 (08:00):
Yes, it needs to be reliable, but it's not gonna
be like around your kids with any luck and in
your house every day. So Malania Haircare was a sea
because it's a good idea. She's very hair forward, and
this audience cares about their hair. They'll buy a serum,
but they'll be onto the next thing next. It's not
something that they're gonna forever be like loyalists to Milania haircare.
(08:21):
Pasta pizza restaurant. I don't even know about this, but
it's a terrible idea. Who's the business person behind this restaurant,
this pasta pizza restaurant. Who's the business like, yes, pizza,
you know pizza, you know people, your family, who's running
the numbers? Like who is doing the business. It doesn't
(08:43):
sound like there's anybody who really understands a restaurant business
who's involved in that business. They launched it at a
time where everything was moving towards direct to consumer, like
do a frozen pizza business. I know she reached out
to me about some pizza oven. It's a better idea
because because THEESA would go on on QVC or HSCENT,
and she's a worker, so she'll fucking slept there and
(09:06):
sell pizzas at two o'clock in the morning and not
care and people will buy them pizza sauces. It's very crowded.
I wouldn't suggest it, but pizza sauce is better than
a pizza restaurant. Frozen pizza's skinny Italian. She can't own
the word skinny. Maybe I don't know skinny Italian Pizza's
better idea restaurant clunky, bulky, overhead taxes, upkeep ratings, not
(09:31):
direct to consumer. They're just get to the customer, Get
the pizza to the customer, get the sauce to the customer,
pizza kits.
Speaker 2 (09:39):
That sounds blogged down.
Speaker 1 (09:40):
Yeah, I don't think she needed to like, I'm giving
that a sea too. So overall, Teresa for her business endeavors,
gets a C plus
Host
Bethenny Frankel
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