November 28, 2024 • 32 mins
Julie's Big Gorgeous Goals: Official Workbook is here! Order your copy today.
In this episode, Julie interviews Dr. Dionne Laslo-Baker, founder of DeeBee's Organics. Dionne shares her journey from a career in maternal-fetal toxicology to creating a successful organic snack company. They discuss the challenges Dionne faced in the retail landscape, her innovative approach to product development, and the importance of customer feedback. Dionne also emphasizes the value of coaching and mentorship in overcoming self-doubt and fostering growth. The episode highlights the significance of resilience, community support, and continuous innovation in the entrepreneurial journey.
Dr. Dionne Laslo-Baker is the Founder and creative force behind DeeBee’s Organics. As a medical scientist with a PhD from the University of Toronto, Dionne spent years studying how the environment and the food we consume impact our health and wellness. She has garnered international attention for her doctoral thesis on the effects of exposure during pregnancy to toxins in our environment. Dionne was named Humanitarian of the Year at the Hospital for Sick Children in Toronto. She is widely published in medical literature and has taught courses in human anatomy and physiology at both the University of Toronto and Dalhousie University.
Dionne is a strong proponent for the health science behind organic food, and DeeBee’s Organics was founded by a mom on a mission. She created DeeBee’s to feed families, do business differently, and create a legacy that will impact future generations. At DeeBee’s we believe in the potential of a vibrant world where differences are celebrated, kids are encouraged to be themselves, and we are all nourished with a rainbow of fruits and vegetables straight from the earth.
This is our “colorful world.”
You can connect with Dionne through LinkedIn or her website.
You can connect with Julie on LinkedIn or Instagram.
Find Julie's writing at her blog or by ordering her book Big Gorgeous Goals and the brand new official companion workbook!
What did you think of this conversation? We'd love if you'd rate or review our show!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Julie (00:04):
Welcome to Figure Eight, where we feature inspiring
stories of women entrepreneurswho have grown their businesses
to seven and eight figuresrevenue.
If you're in the mix of growinga bigger business, these
stories are for you.
Join us as we explore where thetough spots are, how to
overcome them and how to prepareyourself for the next portion
(00:27):
of the climb.
I'm your host, Julie Ellis.
I'm an author, entrepreneur anda growth and leadership coach
who co-founded, grew and exitedan eight-figure business.
This led me to exploring whysome women achieve great things,
and that led to my book Big,Gorgeous Goals.
(00:47):
Let's explore the systems,processes and people that help
us grow our businesses to newheights.
If you're interested in growingyour business, this podcast
will help.
Now let's get going.
Hello and welcome to thisepisode of Figure 8.
(01:07):
Today I am chatting with Dr.
Dionne Laslo- Baker and she isthe founder of DeeBee's Organics
, which is in the organic foodspace, making healthy, delicious
organic snacks for kids andadults, and she's applying her
knowledge in the food industry,gained over many years, to her
current entrepreneurial ventureand I'm really excited to talk
(01:30):
to her today, so welcome.
Dionne (01:33):
Thank you, I'm excited to talk to you as well.
Julie (01:36):
Yeah, I love, love what you're doing and I think you've
got such an interesting business.
But, with that said, I know howhard it is in the retail
landscape and to work with.
You know big players and sellyour product there, so I'd love
to hear a little bit about yourjourney and how you got started.
Dionne (01:54):
Yeah, I'm really excited to share my story.
It was really one of kind ofserendipity.
It wasn't something I waslooking for.
I wasn't looking for what.
How could I build a company?
I had just well, I was in theprocess of completing my PhD in
maternal fetal toxicology and Iexpected to go on to an academic
career.
So but I was in the kitchen withmy two kids and one of my kids,
(02:19):
david he was eight years old atthe time and we had taken him
off all artificial ingredients,all additives, all added refined
sugars, artificial colors, thatkind of thing, and it was very,
very hard, especially back then, to find treats that I felt
good about giving him.
(02:39):
And I was in the kitchen, hewas making tea and his sister
was making little frozen popsand they were arguing about who
was going to do what with mommy.
And then Jocelyn, my daughter,said mommy, let's make teasicles
, kind of combining the tea andthe popsicles, and it spurred an
idea.
I stood in the kitchen and Ihad this kind of light bulb go
(03:02):
off.
It's funny how it happens whenyou least expect it and I
thought, oh my gosh, hang on, Icould build a company, create
treats and snacks for my kidsthat I could share with
everybody else and at the sametime grow a company using my
children as a barometer ofsuccess.
Would I be proud and could Itell my kids how I'm building a
(03:24):
company?
And this all happened likeliterally within a flash.
And we started out, you know,very serendipitously, with me
knowing nothing about business.
Nothing like literally nothing,in fact I I used to say, oh, my
brother does business, I don'tknow business.
I know you know medicalsciences, I don't know business.
And so I really learned it fromthe ground up, building DeeBee,
(03:48):
and it was probably lucky I wasas naive as I was back then,
because it was really tough andit's still tough.
But I've learned a lot on thejourney.
Julie (03:59):
Yeah, and it's amazing how because I feel like our
stories are similar in thatrespect.
You know, none of us at Mabel'sLabels had a business degree we
largely felt also like wedidn't know what we were doing,
but somehow when we look back Ican see that we did very common
sense things that if we had goneto business school we would
(04:20):
have been taught to do, which isincredibly interesting when you
feel like you're sort offumbling through the dark and
yet you set up processes,systems, checkpoints.
You know financial duediligence, all the things that
come with kind of gettingyourself on a path to growth and
to doing it, you know, withyour eyes open.
Dionne (04:41):
Yeah, absolutely, and I think no matter where you come
from, whether it's what you wentto university or you didn't, or
you're learning the way we did,you can use your skills.
So I used what I knew as amedical scientist and I tried to
carry those over to being anentrepreneur and that was really
(05:02):
really solid as a kind of thatbase, because I had built big
research projects at theHospital for Sick Children in
Toronto as I was doing my PhDand I kind of used those skills
which really you have to be alifelong learner, you need to
want to learn, and I think thatour education and life teaches
(05:23):
you how to learn, and I thinkthat's a and life teaches you
how to learn, and I think that'sa really really key thing and
something I've tried to instilin our own kids.
Julie (05:35):
Yeah, it is interesting, and I think entrepreneurship is
definitely a journey oflearning, because I always sort
of said, whenever I felt like Iknew what I was doing, something
big was coming down the pipeand I was going to have to pivot
, learn new skills, manage morepeople, delve into things that I
had never done before, and so Ithink it is that like real
growth mindset, lifelong learnerkind of attitude that takes you
(05:57):
far when you're an entrepreneur.
Dionne (06:01):
Well, you know, it's funny.
Even this morning, like you'retalking about how you know,
things coming down the pipe, wehad some big challenges this
year and competitors and allsorts of things, and it turned
out that the competitors didn'tdo that well.
I was really.
We're all kind of nervous aboutit.
But the retailers have comeback and said, my God, nobody
does nearly as well as DeeBee'sdoes and we want to go full bore
(06:24):
with you next year.
And so you know it's reallyinteresting that sometimes
through the challenges and I wastalking to my team about there
are silver linings.
When a challenge comes your way, it's really how you deal with
the challenge.
Or, if mistakes happen, do weown those mistakes and say I
messed up and I need some helpto fix it, or this is how I'm
(06:47):
going to fix it?
And I think taking ownership,like that and and empowering
your team because that's wetalked about, like that, that
team is so important.
Empowering them to be okay withmistakes when they happen,
because you can fix them, butyou can't fix it if you try to
cover it up.
Julie (07:10):
And I think mistakes are one of the richest places for
us to learn about what we can dodifferently the next time.
Dionne (07:15):
Yeah, I could not agree more.
There's so much that comes outof.
You know, I have this sayingit's not the challenge you face,
it's how you face the challenge, because they're going to come
at you and they, you know, as anentrepreneur or someone in
business, they come at you allthe time and it's always in an
unexpected way.
You know, rarely is it anexpected challenge.
(07:38):
And so it's really having thatability to pivot to say, okay, I
know from this, you know,hardship is going to come,
there's going to be a silverlining somewhere and I'm going
to look out for it so I canlearn from it.
Julie (07:52):
Yeah, yes.
So let's rewind a little bitback to sort of those early days
when your kids were your tastetesters and your inspiration for
getting started.
How did you, when did you kindof start to realize you were on
to something with the product?
Dionne (08:08):
Well, it was, and that's such an interesting question
because I started out makingorganic tea popsicles.
They were frozen, and thefrozen supply chain is
incredibly difficult.
Yes, we don't make anythingwith incredibly difficult.
Yes, um, we don't make anythingwith tea any longer and we
don't make anything frozen.
And so you know, I knew therewas like this, this need in the
market for delicious organicpopsicles, one of the things
(08:33):
that we've never, ever strayedaway from, and we're the only
company in the market today.
In our entire category, everysingle thing is organic, where
every product is certifiedorganic, and that comes from the
fact that we have children whoare growing bodies and then, as
adults, the cellular level, andas someone in medical sciences,
(08:57):
I know the degradation thathappens to our cells when we're
exposing ourselves to thepesticides and the herbicides
that actually kill us and causeall sorts of things, but
especially in growing bodies.
So we never stray away fromthat.
And so, yeah, early days wasthe you know, the birth of
(09:17):
something that would shinethrough.
But then the changes came andmy kids are still taste testers,
except now they're supercritical.
They always have been, but Iknow if they think it's good,
it's probably gonna do well inthe market.
Julie (09:34):
They're now expert taste testers.
Dionne (09:38):
Yes, they are definitely expert taste testers and very
critical, but that's okay.
It's good.
yeah, yeah, and so you'veslowly been so your product is
now available across NorthAmerica, is that right?
It's now across North America and in fact now I'm
seeing it in South America, inAsia, in Europe, in the Middle
(10:00):
East.
So you know, we going to Texas,where I had never been, and
going into, uh, you know, an HEBuh store over there, which is a
(10:26):
big store in Texas, and seeingit on the shelf and going, oh my
god, like wow, this is myproduct on the shelf.
And now you know, we're allover, like you name it.
Um, we're all over.
So it's been exciting
It's funny, though, because nomatter how all over you get, I
don't think that thrill evergoes away of walking into a
store and finding your product
(10:47):
Oh, every single time I feellike oh, I just saw my baby.
You know like.
I'll actually give it a hugsometimes.
So every single time, andespecially when I walk into a
like, I always see our grocerystores as partners and when I
see them displaying us really,really well, I mean, I'll
sometimes get teary eyed and Ialways end up buying the team
(11:10):
their product for them to tryand saying hello, and so yeah
it's.
I'm very proud and verynostalgic every time I see us.
Julie (11:22):
That's so great.
Um, how has the product I meanyou evolved sort of out of tea
and a frozen product, andobviously one of the things that
happens when stores take you onis they would love for you to
bring them more offerings andmore SKUs and more flavours and
different products and all ofthe things.
What has that journey been likefor you?
Dionne (11:42):
Well, I think you know, as an innovator and a scientist,
that's the really exciting partand part that really gets me
going.
So we're always innovating andwe always create things that no
one else has created before.
So we were the first organic,all fruit, 100% organic freezer
pop anywhere in the world and wecreated that category.
(12:05):
We're the main driver of thatcategory, we're the main
innovator in that category, andso you know, that's what I
really love to do, and we'rejust launching new products
right now into the fruit snackspace.
So really creating newinnovation that's never, ever,
been there before, with fruit asthe first organic fruit as a
(12:26):
first ingredient, and disruptingthat space.
So I'm excited about that andit's really.
We already have that supplychain, so we're just extracting
the water out of the organicfruit supply chain that we have
the water out of the organicfruit supply chain that we have.
Julie (12:43):
Oh, that's so interesting and I think it does.
There's a certain like when youhave a great skill set, like
that kind of ingenuity and theideas to bring new things in,
it's so exciting, it's such athrilling part of business.
But sometimes do you ever find,like, are the retailers like
sort of dying for it, or do youhave to sell them on the ideas
(13:06):
that you do have?
Dionne (13:07):
Actually we've had great uptake from from everybody.
So the retailers, if anything,they're saying what else have
you got?
What's new, what's new so?
And same with our customers.
So we have an amazing loyal ofcustomers and we go to them and
we ask them what would you love,what flavours would you love?
And we really try to listen andget that out there.
(13:29):
And, if anything, my team Ineed my team to help rein me in
because I'll go, let's do this,let's do this, you know.
And so we have a team that willsay, okay, I don't know if we
should, you know, go there, butyou know it's.
That is an exciting part.
And we do have wonderful peoplewho follow us, including our
(13:50):
retail partners, who have so farloved what we've done.
So we're really lucky that way.
Julie (13:57):
And I think it's really fortunate to build a community
of fans and of other moms whoare trying to feed their kids
healthy foods and organic foodsand to take their ideas on board
and to be able to create thatcommunity where you're having
conversations with them aboutwhat they're looking for.
Dionne (14:16):
Yeah, absolutely.
And I think our community I'mjust, I'm so thrilled We've got,
you know, really high householdpenetration across North
America, meaning a lot of peopleknow about us and but also, I
think, even adults.
It's funny, one of our advisorswho's older than me and he's in
his sixties and he said, Dionne, you know, I didn't really
(14:37):
believe the whole organic thing,but now it's really really I
just realized it's so important.
He's a retired lawyer.
I never knew it before, but nowI really see how this is going
to.
You know, help stop my agingprocess.
And so it's really interestinghow people are starting to
understand things and followingus.
Not only like 50% of ourcustomers are people who don't
(15:00):
have children or who havechildren who are not young any
longer, which surprised us, butit's because it's they're
they're going.
Oh, thank you for makingsomething clean, organic that
tastes delicious and and I lovehaving that guilt free
opportunity.
So, yeah, it's families, it'smoms free opportunity.
So, yeah, it's families, it'smoms, it's moms of little kids,
(15:21):
moms of teenagers and people whoare adults themselves.
So it's nice, nice community.
Julie (15:32):
Yeah Well, and now you'll be getting people who had
them as kids, like your ownkids, who are turning into
adults who still want to buy theproduct for themselves.
Dionne (15:37):
Exactly, exactly.
So, yeah, it's really nice andit's full circle and you know
we're building a brand as a, asa legacy.
You know that will createorganic treats and snacks for,
hopefully, years and years tocome.
Julie (15:51):
Yeah, how would you say?
Your role has changed, likewhat, how your day to day has
changed and and what it lookslike for you now versus, you
know, in the early years and asyou scaled up to where you're at
today.
Dionne (16:05):
You know I feel so relieved.
There's probably many times aday I think, oh my God, thank
God for my team, because whenyou start out you do it all and
you know I don't think I coulddo it again to that extent.
You know, doing it all it's, itis a breakneck pace.
You give up.
(16:26):
I don't know about you, but Igave up all my social network.
I had to give up so much of mylife because I was doing it
single handedly.
I didn't have a partner.
My husband is a doctor and hewas busy working and he would
watch the kids when I'd have totravel.
And so it went from doingeverything and probably doing a
lot of stuff not so well becauseit's not my expertise to
(16:50):
starting to fill the leadershipteam and then the extended team.
And we have a philosophy atDeeBees if you're with us for a
year or longer, everybody hasthe opportunity for ownership.
So I see our entire team as mypartners and I love that,
because you go from being quitelonely and scared and crying in
(17:11):
your pillow with fear as anearly entrepreneur to being able
to share all this with so manypeople.
And there are things happeningall the time in the company and
I think to myself, wow, I don'tneed to go out and send that
postage there or make sure thatthis person is, you know,
(17:31):
manufacturing properly, or thatthe trucks are being loaded and
they're arriving where they'resupposed to go.
And you know the trucks arebeing loaded and they're
arriving where they're supposedto go.
And you know setting up a tradeshow booth, all these things
going knocking on every singleyou know door, which I literally
(17:52):
did, knocking on you knowbuyers doors and having them
slammed in my face.
So it's changed a lot to stillbeing the face of the company
and I just got home from a youknow five city tour, you know,
back to back to back, which wasexhausting but but exciting.
So I get to do the stuff that Ifeel like I'm really good at,
which is being the face, sharingmy story and making sure that
(18:13):
we are as a leadership team,we're making some of the best
decisions we can make, buthaving a lot of gratitude for
being in this place with withthe team around us.
Julie (18:26):
And having good people on that team and people that you
can trust, who are invested inmaking the company the best they
can as well.
Dionne (18:35):
Exactly, exactly.
In fact, everyone on ourleadership team has invested in
the company.
So and including our advisoryboard have also invested.
So because I really felt like Iwant people to have skin in the
game, I want us to be what atrue partnership means.
You know, I want you to thinklike a partner, not just
(18:56):
somebody who is giving me adviceand it doesn't really matter to
them.
It has to like really matter tothem, and so so, yeah, I'm very
happy with kind of how that sideof the company has has been
built.
Well, and I was very happy tosee you named to the list of
(19:16):
Canada's fastest growingcompanies, and that's no small
accomplishment when you've beenin business for this long.
I feel so lucky.
We've had that a few yearsrunning and we're so grateful
for that.
And you know, sometimes I havepeople say, do you celebrate
these things?
I always say no, no, because Ido a little bit for our team.
(19:36):
But I'm like, oh, there'salways a challenge that comes up
and as soon as you get tooexcited, boom, something harsh
happens and you go oh my God, Igot to deal with it, but it is
something that I'm so proud ofand I'm proud of our team that
we've been able to get there,you know.
Julie (19:54):
Yeah, it's one of those funny things about, like one of
the things in my book.
I talk about pinnacles andplateaus and we like to just
keep climbing for pinnacles asentrepreneurs, we do not like to
think about sitting on plateaus.
Dionne (20:09):
No, absolutely You're right, very well said.
Julie (20:13):
But it also is, you're right, like when you have a team
stopping with some recognitionfor a milestone achieved is
important to the people thatwork for you, even though it
might be like you're like okay,well, yeah, I made that list,
but I was hoping it would bebetter, or I.
You know there's always thislike, but I wanted more.
I think about like.
(20:34):
In us as entrepreneurs, there'salways more that we want.
Dionne (20:38):
And you're right, and it's so true, and that's exactly
what I think.
When we pretty much with anyaward I get, I'm like, ok, but
it's our team, but it truly is.
And you're right, we need tocelebrate those wins for our
team because, you know, yes, wemay be the ones being called out
or the company, but it is thosepeople that made it happen and
(21:00):
they need to know that they're apart of something that needs to
be, and should be, celebrated.
So, so you're right, and Icould probably do an even better
job at that, and you just mademe.
We had an all team meeting andI said I thought to myself, geez
, I didn't recognize everybodyfor that achievement.
So I'm going to go back and dothat because I think it's really
(21:22):
you're right very important forthe team.
Julie (21:25):
Yeah, and it is funny because you do you get caught in
the like the next, the nextpiece that you're after, or the
next thing that you, you know,have on your list of goals.
And yeah, I think we I don'tknow if it's also like a thing
we do as women or if it's, youknow, entrepreneurs as a whole-
(21:47):
Not sure about that.
Dionne (21:48):
I bet you it's both.
I bet you it's both becauseprobably men do it as well.
I know for sure that a lot ofmy women founder friends we all
tend to do that, including you.
We all tend to do that,including you, you know it's.
It is something that I don'tknow if we're taught to be
really, really humble and wetake that seriously and take
(22:12):
that to heart, or if we alwaysfeel like for me, I always feel
like what I could be doingbetter, I should be doing better
, and we're hard on ourselves,really hard on ourselves, you
know, I think it's a lot aboutthat as women.
Julie (22:27):
It's the, you know.
Oh yes, I was named to that,but it's always.
We always have the.
But you know, I could be abetter leader.
I have all the different piecesthat come with that.
Dionne (22:39):
Always a but Always, yeah, yeah, yeah, definitely.
Always a butt always, yeah,yeah, yeah, definitely, yeah.
It's funny because I have, youknow, male advisors who are like
, wow, you gotta celebrate that.
Like are you kidding me?
No, like, I'll celebrate myteam, but no like for me, no, no
, no, no, no, no, no, um, so Ihave to.
That's things, that those arethings I I do need to work on,
(23:01):
and I do have a, a coach who youknow catches me on that, which
I think is really important tohave that coaching and to have
that mentorship to for us asfounders, because we hold a lot,
you know, yes, so it'simportant.
Julie (23:18):
And yeah, and how did you come to work with the coach
and what was important aboutthat for you?
Dionne (23:26):
I actually came to work with a coach through a very good
founder friend who's a dearfriend of mine.
Her name is Nicole Smith, she'sthe founder of Flightographer
and she she introduced me to mycoach named Goli Avery and you
know, it was really.
(23:46):
It's like therapy for business.
You know I still deal with myown therapy for personal stuff,
but it's really as entrepreneurs, I think it's really healthy to
look for that coach who weconnect with, who might give us
insight into ourselves that wetypically don't hear because we
(24:09):
don't divulge that informationand those internal fears and
anxiety that we have.
So it's very healthy.
And you know, we've, we've, we,we at DeeBees we stay
profitable at all costs and Ijust had to pull back on some of
my coaching and I really missit.
So, yeah, it's something that Ihear her head or her voice in
(24:32):
my head sometimes you knowsaying.
You know I didn't think aboutthat, you know.
Julie (24:38):
So are you sure you should be doing that, Dionne?
Dionne (24:42):
Exactly yes, and we still text each other.
So she's still coaching me, butI'm definitely going to get
back at doing more of that.
It's really important?
Julie (24:54):
Well, it's important because I think thinking about
what are those external soundingboards that we put into place
in order for us to come back andlead within the company in the
way that we want to.
Dionne (25:07):
Exactly.
I think we can be thehealthiest leaders.
It's like in your family if yougo and you deal with things
that are, you know, reallyimpacting how you are with your
family and how you treat them,and the subconscious things that
you're not even aware you'redoing Same thing with business.
So I think it does make usbetter leaders and it's a really
(25:29):
important.
It's really important to have asounding board where you can do
some check-ins and talk aboutthings that are tough and get
the insight instead of going toyour team members.
Have that external soundingboard.
It's really healthy.
Julie (25:46):
Yeah, there's somewhere along the way in the journey
where it shifts from thatcollaborative decision making
around the table to where youneed to.
You know, throw some things atthe wall and figure out what's
happening before you come backto that leadership team and, you
know, talk about making adecision.
Dionne (26:08):
Absolutely.
I don't know how many timesGoli and I have spoken and, uh,
I'm so thankful I did before Iwent back to my team or I dealt
with, you know, whatever wasgoing on positive or negative,
or challenges, or you know wins,whatever it may be, it's, it's
been much more beneficial than Ieven expected.
I think that's a real likenugget to uncover in your
(26:32):
entrepreneur journey.
Absolutely yeah, I agree with you, it's very important.
Julie (26:39):
Yeah, and so what's next now?
What's next for you?
What's on your path to worlddomination and profitability at
all costs?
What are you?
What are you thinking aboutthese days?
What's top of mind?
Dionne (26:54):
It's really.
Where are we going next?
What are we going to do?
We've already you know we'rewell into 2025 planning and you
know we're getting.
We launched.
We have a test and learnstrategy, so we just launched a
product called Dipums.
This is our little package hereand it's a remake of a nostalgic
(27:18):
treat where we have an organicfruit stick and the delicious
organic fruit powder, so it's,and we put it out there.
So you dip the fruit stick inand you lick it off.
And it's funny the things youlearn because you really need to
.
Our fruit stick is like a juicestick and if you lick on it, if
you lick it, it's moredelicious than if you bite it,
(27:42):
and it's been one of mychallenges how do we convey that
without sounding X rated?
Yeah, you should have seen thevideos we've made.
I'm like you know, please tryto lick on it, suck it.
It's really delicious, so it's,anyway, it's, it's tough and
it's for children.
It's for children, you know,and none of it is supposed to
(28:04):
sound X-rated at all.
You know, and our team are likeoh God, Dionne, you have to
rerecord that one.
So it's we, but we put it outthere and we're learning.
You know, people have said Iwant more than I want more than
one stick, I want this to tastelike this, and so we're
constantly revising it andadjusting it and so by the new
(28:28):
year we'll have kind of thisperfected product.
So that's been our strategy andit's a new strategy.
We're still figuring out how wedo that, how we get a product
out there, we test it and thenwe learn and we don't order too
much so that we can adjust itand change it and because you
have to, you know, change thepackaging, and so it's.
(28:52):
That's a.
You know, it's almost like ascientist when you have a
hypothesis and you have to testyour hypothesis and you may need
to go back and make revisionsto that hypothesis on what you
learn and it's similar, oftenrelated back to you know how I
learned to be a medicalscientist and this test and
learn.
I just discovered, oh my God,we've got too much inventory of
packaging with the ingredientswe started with and we need to
(29:12):
change that, and so that's goingto happen in the new year, and
so there's always things youneed to work through.
But we're really, reallyexcited about that product and
in fact I have like revisions,you know, right here of you know
powders that I've come up withwith an incredible scientist,
(29:34):
chemist, actually, and anaromist in Italy, where we came
up with the most delicious,delicious, delicious new powders
that are coming out anddelicious organic fruit.
They're kind of like literallylike fruit juice sticks, so I'm
excited for those to evolve.
Julie (29:55):
I think it's so interesting when you, when you
have that kind of community,that's helping you kind of
discern what people want, right,because it's a big risk to do
large production runs and, toyou know, put your stake in the
ground and then at the same timeyou've got to find feedback
that's real, because not not allfeedback is actually going to
(30:17):
sell product.
Dionne (30:19):
You're absolutely right.
And it's funny because when Iread feedback and people, will
you know, rate it kind of and Ithink, oh, I just want to talk
to each of them and tell themwe're changing it, we're
changing it.
We hear you, we.
You want more sticks?
We're giving you more sticks.
You want better powder?
We're giving you better powder.
Um and um, you know, but Ithink a lot of people, when they
give you feedback, they thinkthat that's the end and so it's.
(30:43):
Also, how do we convey to ourcommunity that this is just the
first go at it.
Let us know what you think, andthen we're going to take that
and we're going to make changesto it.
We're going to hear you and andand and adjust accordingly, and
so I think you know that's thatnext challenge.
How do you convey that?
Because it's a different typeof philosophy.
(31:03):
You know that's that nextchallenge.
How do you convey that?
Because it's a different typeof philosophy.
You know so that people will goand try it again.
Yes, and a philosophy that Idon't think people expect.
Right.
Right, it is a different way ofdoing it.
I don't know.
I'm sure other people do it,but it's one that I really
believe in.
So, yeah, I I think gettingthat, conveying that and having
(31:24):
that test and learn kind of be apart of who we are is an
exciting part of innovation,because we've got a lot of cool
stuff coming out over the next12 to 24 months.
Julie (31:36):
Good.
Well, I can't wait to followyou and see where all this
innovation takes you and tofollow the company on your
growth journey.
Thanks so much for joining metoday.
I really appreciate it.
Dionne (31:48):
Thank you, I've so loved talking with you, Julie.
All right, take care, Dionne.
Thanks you too.
Julie (31:55):
I hope you enjoyed today's episode.
Please remember to hitsubscribe on your favorite
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If you're interested inlearning more, you can find my
(32:15):
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For more about my growth andleadership training programs,
visit www.
juliellis.
ca to see how we might worktogether.
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Are you ready for growth?
(32:37):
Once again, that's www.
julieellis.
ca.
When we work together, we allwin.
See you again soon for anotherepisode of Figure 8.
Welcome to Figure Eight, where we feature inspiring
stories of women entrepreneurswho have grown their businesses
to seven and eight figuresrevenue.
If you're in the mix of growinga bigger business, these
stories are for you.
Join us as we explore where thetough spots are, how to
overcome them and how to prepareyourself for the next portion
(00:27):
of the climb.
I'm your host, Julie Ellis.
I'm an author, entrepreneur anda growth and leadership coach
who co-founded, grew and exitedan eight-figure business.
This led me to exploring whysome women achieve great things,
and that led to my book Big,Gorgeous Goals.
(00:47):
Let's explore the systems,processes and people that help
us grow our businesses to newheights.
If you're interested in growingyour business, this podcast
will help.
Now let's get going.
Hello and welcome to thisepisode of Figure 8.
(01:07):
Today I am chatting with Dr.
Dionne Laslo- Baker and she isthe founder of DeeBee's Organics
, which is in the organic foodspace, making healthy, delicious
organic snacks for kids andadults, and she's applying her
knowledge in the food industry,gained over many years, to her
current entrepreneurial ventureand I'm really excited to talk
(01:30):
to her today, so welcome.
Dionne (01:33):
Thank you, I'm excited to talk to you as well.
Julie (01:36):
Yeah, I love, love what you're doing and I think you've
got such an interesting business.
But, with that said, I know howhard it is in the retail
landscape and to work with.
You know big players and sellyour product there, so I'd love
to hear a little bit about yourjourney and how you got started.
Dionne (01:54):
Yeah, I'm really excited to share my story.
It was really one of kind ofserendipity.
It wasn't something I waslooking for.
I wasn't looking for what.
How could I build a company?
I had just well, I was in theprocess of completing my PhD in
maternal fetal toxicology and Iexpected to go on to an academic
career.
So but I was in the kitchen withmy two kids and one of my kids,
(02:19):
david he was eight years old atthe time and we had taken him
off all artificial ingredients,all additives, all added refined
sugars, artificial colors, thatkind of thing, and it was very,
very hard, especially back then, to find treats that I felt
good about giving him.
(02:39):
And I was in the kitchen, hewas making tea and his sister
was making little frozen popsand they were arguing about who
was going to do what with mommy.
And then Jocelyn, my daughter,said mommy, let's make teasicles
, kind of combining the tea andthe popsicles, and it spurred an
idea.
I stood in the kitchen and Ihad this kind of light bulb go
(03:02):
off.
It's funny how it happens whenyou least expect it and I
thought, oh my gosh, hang on, Icould build a company, create
treats and snacks for my kidsthat I could share with
everybody else and at the sametime grow a company using my
children as a barometer ofsuccess.
Would I be proud and could Itell my kids how I'm building a
(03:24):
company?
And this all happened likeliterally within a flash.
And we started out, you know,very serendipitously, with me
knowing nothing about business.
Nothing like literally nothing,in fact I I used to say, oh, my
brother does business, I don'tknow business.
I know you know medicalsciences, I don't know business.
And so I really learned it fromthe ground up, building DeeBee,
(03:48):
and it was probably lucky I wasas naive as I was back then,
because it was really tough andit's still tough.
But I've learned a lot on thejourney.
Julie (03:59):
Yeah, and it's amazing how because I feel like our
stories are similar in thatrespect.
You know, none of us at Mabel'sLabels had a business degree we
largely felt also like wedidn't know what we were doing,
but somehow when we look back Ican see that we did very common
sense things that if we had goneto business school we would
(04:20):
have been taught to do, which isincredibly interesting when you
feel like you're sort offumbling through the dark and
yet you set up processes,systems, checkpoints.
You know financial duediligence, all the things that
come with kind of gettingyourself on a path to growth and
to doing it, you know, withyour eyes open.
Dionne (04:41):
Yeah, absolutely, and I think no matter where you come
from, whether it's what you wentto university or you didn't, or
you're learning the way we did,you can use your skills.
So I used what I knew as amedical scientist and I tried to
carry those over to being anentrepreneur and that was really
(05:02):
really solid as a kind of thatbase, because I had built big
research projects at theHospital for Sick Children in
Toronto as I was doing my PhDand I kind of used those skills
which really you have to be alifelong learner, you need to
want to learn, and I think thatour education and life teaches
(05:23):
you how to learn, and I thinkthat's a and life teaches you
how to learn, and I think that'sa really really key thing and
something I've tried to instilin our own kids.
Julie (05:35):
Yeah, it is interesting, and I think entrepreneurship is
definitely a journey oflearning, because I always sort
of said, whenever I felt like Iknew what I was doing, something
big was coming down the pipeand I was going to have to pivot
, learn new skills, manage morepeople, delve into things that I
had never done before, and so Ithink it is that like real
growth mindset, lifelong learnerkind of attitude that takes you
(05:57):
far when you're an entrepreneur.
Dionne (06:01):
Well, you know, it's funny.
Even this morning, like you'retalking about how you know,
things coming down the pipe, wehad some big challenges this
year and competitors and allsorts of things, and it turned
out that the competitors didn'tdo that well.
I was really.
We're all kind of nervous aboutit.
But the retailers have comeback and said, my God, nobody
does nearly as well as DeeBee'sdoes and we want to go full bore
(06:24):
with you next year.
And so you know it's reallyinteresting that sometimes
through the challenges and I wastalking to my team about there
are silver linings.
When a challenge comes your way, it's really how you deal with
the challenge.
Or, if mistakes happen, do weown those mistakes and say I
messed up and I need some helpto fix it, or this is how I'm
(06:47):
going to fix it?
And I think taking ownership,like that and and empowering
your team because that's wetalked about, like that, that
team is so important.
Empowering them to be okay withmistakes when they happen,
because you can fix them, butyou can't fix it if you try to
cover it up.
Julie (07:10):
And I think mistakes are one of the richest places for
us to learn about what we can dodifferently the next time.
Dionne (07:15):
Yeah, I could not agree more.
There's so much that comes outof.
You know, I have this sayingit's not the challenge you face,
it's how you face the challenge, because they're going to come
at you and they, you know, as anentrepreneur or someone in
business, they come at you allthe time and it's always in an
unexpected way.
You know, rarely is it anexpected challenge.
(07:38):
And so it's really having thatability to pivot to say, okay, I
know from this, you know,hardship is going to come,
there's going to be a silverlining somewhere and I'm going
to look out for it so I canlearn from it.
Julie (07:52):
Yeah, yes.
So let's rewind a little bitback to sort of those early days
when your kids were your tastetesters and your inspiration for
getting started.
How did you, when did you kindof start to realize you were on
to something with the product?
Dionne (08:08):
Well, it was, and that's such an interesting question
because I started out makingorganic tea popsicles.
They were frozen, and thefrozen supply chain is
incredibly difficult.
Yes, we don't make anythingwith incredibly difficult.
Yes, um, we don't make anythingwith tea any longer and we
don't make anything frozen.
And so you know, I knew therewas like this, this need in the
market for delicious organicpopsicles, one of the things
(08:33):
that we've never, ever strayedaway from, and we're the only
company in the market today.
In our entire category, everysingle thing is organic, where
every product is certifiedorganic, and that comes from the
fact that we have children whoare growing bodies and then, as
adults, the cellular level, andas someone in medical sciences,
(08:57):
I know the degradation thathappens to our cells when we're
exposing ourselves to thepesticides and the herbicides
that actually kill us and causeall sorts of things, but
especially in growing bodies.
So we never stray away fromthat.
And so, yeah, early days wasthe you know, the birth of
(09:17):
something that would shinethrough.
But then the changes came andmy kids are still taste testers,
except now they're supercritical.
They always have been, but Iknow if they think it's good,
it's probably gonna do well inthe market.
Julie (09:34):
They're now expert taste testers.
Dionne (09:38):
Yes, they are definitely expert taste testers and very
critical, but that's okay.
It's good.
yeah, yeah, and so you'veslowly been so your product is
now available across NorthAmerica, is that right?
It's now across North America and in fact now I'm
seeing it in South America, inAsia, in Europe, in the Middle
(10:00):
East.
So you know, we going to Texas,where I had never been, and
going into, uh, you know, an HEBuh store over there, which is a
(10:26):
big store in Texas, and seeingit on the shelf and going, oh my
god, like wow, this is myproduct on the shelf.
And now you know, we're allover, like you name it.
Um, we're all over.
So it's been exciting
It's funny, though, because nomatter how all over you get, I
don't think that thrill evergoes away of walking into a
store and finding your product
(10:47):
Oh, every single time I feellike oh, I just saw my baby.
You know like.
I'll actually give it a hugsometimes.
So every single time, andespecially when I walk into a
like, I always see our grocerystores as partners and when I
see them displaying us really,really well, I mean, I'll
sometimes get teary eyed and Ialways end up buying the team
(11:10):
their product for them to tryand saying hello, and so yeah
it's.
I'm very proud and verynostalgic every time I see us.
Julie (11:22):
That's so great.
Um, how has the product I meanyou evolved sort of out of tea
and a frozen product, andobviously one of the things that
happens when stores take you onis they would love for you to
bring them more offerings andmore SKUs and more flavours and
different products and all ofthe things.
What has that journey been likefor you?
Dionne (11:42):
Well, I think you know, as an innovator and a scientist,
that's the really exciting partand part that really gets me
going.
So we're always innovating andwe always create things that no
one else has created before.
So we were the first organic,all fruit, 100% organic freezer
pop anywhere in the world and wecreated that category.
(12:05):
We're the main driver of thatcategory, we're the main
innovator in that category, andso you know, that's what I
really love to do, and we'rejust launching new products
right now into the fruit snackspace.
So really creating newinnovation that's never, ever,
been there before, with fruit asthe first organic fruit as a
(12:26):
first ingredient, and disruptingthat space.
So I'm excited about that andit's really.
We already have that supplychain, so we're just extracting
the water out of the organicfruit supply chain that we have
the water out of the organicfruit supply chain that we have.
Julie (12:43):
Oh, that's so interesting and I think it does.
There's a certain like when youhave a great skill set, like
that kind of ingenuity and theideas to bring new things in,
it's so exciting, it's such athrilling part of business.
But sometimes do you ever find,like, are the retailers like
sort of dying for it, or do youhave to sell them on the ideas
(13:06):
that you do have?
Dionne (13:07):
Actually we've had great uptake from from everybody.
So the retailers, if anything,they're saying what else have
you got?
What's new, what's new so?
And same with our customers.
So we have an amazing loyal ofcustomers and we go to them and
we ask them what would you love,what flavours would you love?
And we really try to listen andget that out there.
(13:29):
And, if anything, my team Ineed my team to help rein me in
because I'll go, let's do this,let's do this, you know.
And so we have a team that willsay, okay, I don't know if we
should, you know, go there, butyou know it's.
That is an exciting part.
And we do have wonderful peoplewho follow us, including our
(13:50):
retail partners, who have so farloved what we've done.
So we're really lucky that way.
Julie (13:57):
And I think it's really fortunate to build a community
of fans and of other moms whoare trying to feed their kids
healthy foods and organic foodsand to take their ideas on board
and to be able to create thatcommunity where you're having
conversations with them aboutwhat they're looking for.
Dionne (14:16):
Yeah, absolutely.
And I think our community I'mjust, I'm so thrilled We've got,
you know, really high householdpenetration across North
America, meaning a lot of peopleknow about us and but also, I
think, even adults.
It's funny, one of our advisorswho's older than me and he's in
his sixties and he said, Dionne, you know, I didn't really
(14:37):
believe the whole organic thing,but now it's really really I
just realized it's so important.
He's a retired lawyer.
I never knew it before, but nowI really see how this is going
to.
You know, help stop my agingprocess.
And so it's really interestinghow people are starting to
understand things and followingus.
Not only like 50% of ourcustomers are people who don't
(15:00):
have children or who havechildren who are not young any
longer, which surprised us, butit's because it's they're
they're going.
Oh, thank you for makingsomething clean, organic that
tastes delicious and and I lovehaving that guilt free
opportunity.
So, yeah, it's families, it'smoms free opportunity.
So, yeah, it's families, it'smoms, it's moms of little kids,
(15:21):
moms of teenagers and people whoare adults themselves.
So it's nice, nice community.
Julie (15:32):
Yeah Well, and now you'll be getting people who had
them as kids, like your ownkids, who are turning into
adults who still want to buy theproduct for themselves.
Dionne (15:37):
Exactly, exactly.
So, yeah, it's really nice andit's full circle and you know
we're building a brand as a, asa legacy.
You know that will createorganic treats and snacks for,
hopefully, years and years tocome.
Julie (15:51):
Yeah, how would you say?
Your role has changed, likewhat, how your day to day has
changed and and what it lookslike for you now versus, you
know, in the early years and asyou scaled up to where you're at
today.
Dionne (16:05):
You know I feel so relieved.
There's probably many times aday I think, oh my God, thank
God for my team, because whenyou start out you do it all and
you know I don't think I coulddo it again to that extent.
You know, doing it all it's, itis a breakneck pace.
You give up.
(16:26):
I don't know about you, but Igave up all my social network.
I had to give up so much of mylife because I was doing it
single handedly.
I didn't have a partner.
My husband is a doctor and hewas busy working and he would
watch the kids when I'd have totravel.
And so it went from doingeverything and probably doing a
lot of stuff not so well becauseit's not my expertise to
(16:50):
starting to fill the leadershipteam and then the extended team.
And we have a philosophy atDeeBees if you're with us for a
year or longer, everybody hasthe opportunity for ownership.
So I see our entire team as mypartners and I love that,
because you go from being quitelonely and scared and crying in
(17:11):
your pillow with fear as anearly entrepreneur to being able
to share all this with so manypeople.
And there are things happeningall the time in the company and
I think to myself, wow, I don'tneed to go out and send that
postage there or make sure thatthis person is, you know,
(17:31):
manufacturing properly, or thatthe trucks are being loaded and
they're arriving where they'resupposed to go.
And you know the trucks arebeing loaded and they're
arriving where they're supposedto go.
And you know setting up a tradeshow booth, all these things
going knocking on every singleyou know door, which I literally
(17:52):
did, knocking on you knowbuyers doors and having them
slammed in my face.
So it's changed a lot to stillbeing the face of the company
and I just got home from a youknow five city tour, you know,
back to back to back, which wasexhausting but but exciting.
So I get to do the stuff that Ifeel like I'm really good at,
which is being the face, sharingmy story and making sure that
(18:13):
we are as a leadership team,we're making some of the best
decisions we can make, buthaving a lot of gratitude for
being in this place with withthe team around us.
Julie (18:26):
And having good people on that team and people that you
can trust, who are invested inmaking the company the best they
can as well.
Dionne (18:35):
Exactly, exactly.
In fact, everyone on ourleadership team has invested in
the company.
So and including our advisoryboard have also invested.
So because I really felt like Iwant people to have skin in the
game, I want us to be what atrue partnership means.
You know, I want you to thinklike a partner, not just
(18:56):
somebody who is giving me adviceand it doesn't really matter to
them.
It has to like really matter tothem, and so so, yeah, I'm very
happy with kind of how that sideof the company has has been
built.
Well, and I was very happy tosee you named to the list of
(19:16):
Canada's fastest growingcompanies, and that's no small
accomplishment when you've beenin business for this long.
I feel so lucky.
We've had that a few yearsrunning and we're so grateful
for that.
And you know, sometimes I havepeople say, do you celebrate
these things?
I always say no, no, because Ido a little bit for our team.
(19:36):
But I'm like, oh, there'salways a challenge that comes up
and as soon as you get tooexcited, boom, something harsh
happens and you go oh my God, Igot to deal with it, but it is
something that I'm so proud ofand I'm proud of our team that
we've been able to get there,you know.
Julie (19:54):
Yeah, it's one of those funny things about, like one of
the things in my book.
I talk about pinnacles andplateaus and we like to just
keep climbing for pinnacles asentrepreneurs, we do not like to
think about sitting on plateaus.
Dionne (20:09):
No, absolutely You're right, very well said.
Julie (20:13):
But it also is, you're right, like when you have a team
stopping with some recognitionfor a milestone achieved is
important to the people thatwork for you, even though it
might be like you're like okay,well, yeah, I made that list,
but I was hoping it would bebetter, or I.
You know there's always thislike, but I wanted more.
I think about like.
(20:34):
In us as entrepreneurs, there'salways more that we want.
Dionne (20:38):
And you're right, and it's so true, and that's exactly
what I think.
When we pretty much with anyaward I get, I'm like, ok, but
it's our team, but it truly is.
And you're right, we need tocelebrate those wins for our
team because, you know, yes, wemay be the ones being called out
or the company, but it is thosepeople that made it happen and
(21:00):
they need to know that they're apart of something that needs to
be, and should be, celebrated.
So, so you're right, and Icould probably do an even better
job at that, and you just mademe.
We had an all team meeting andI said I thought to myself, geez
, I didn't recognize everybodyfor that achievement.
So I'm going to go back and dothat because I think it's really
(21:22):
you're right very important forthe team.
Julie (21:25):
Yeah, and it is funny because you do you get caught in
the like the next, the nextpiece that you're after, or the
next thing that you, you know,have on your list of goals.
And yeah, I think we I don'tknow if it's also like a thing
we do as women or if it's, youknow, entrepreneurs as a whole-
(21:47):
Not sure about that.
Dionne (21:48):
I bet you it's both.
I bet you it's both becauseprobably men do it as well.
I know for sure that a lot ofmy women founder friends we all
tend to do that, including you.
We all tend to do that,including you, you know it's.
It is something that I don'tknow if we're taught to be
really, really humble and wetake that seriously and take
(22:12):
that to heart, or if we alwaysfeel like for me, I always feel
like what I could be doingbetter, I should be doing better
, and we're hard on ourselves,really hard on ourselves, you
know, I think it's a lot aboutthat as women.
Julie (22:27):
It's the, you know.
Oh yes, I was named to that,but it's always.
We always have the.
But you know, I could be abetter leader.
I have all the different piecesthat come with that.
Dionne (22:39):
Always a but Always, yeah, yeah, yeah, definitely.
Always a butt always, yeah,yeah, yeah, definitely, yeah.
It's funny because I have, youknow, male advisors who are like
, wow, you gotta celebrate that.
Like are you kidding me?
No, like, I'll celebrate myteam, but no like for me, no, no
, no, no, no, no, no, um, so Ihave to.
That's things, that those arethings I I do need to work on,
(23:01):
and I do have a, a coach who youknow catches me on that, which
I think is really important tohave that coaching and to have
that mentorship to for us asfounders, because we hold a lot,
you know, yes, so it'simportant.
Julie (23:18):
And yeah, and how did you come to work with the coach
and what was important aboutthat for you?
Dionne (23:26):
I actually came to work with a coach through a very good
founder friend who's a dearfriend of mine.
Her name is Nicole Smith, she'sthe founder of Flightographer
and she she introduced me to mycoach named Goli Avery and you
know, it was really.
(23:46):
It's like therapy for business.
You know I still deal with myown therapy for personal stuff,
but it's really as entrepreneurs, I think it's really healthy to
look for that coach who weconnect with, who might give us
insight into ourselves that wetypically don't hear because we
(24:09):
don't divulge that informationand those internal fears and
anxiety that we have.
So it's very healthy.
And you know, we've, we've, we,we at DeeBees we stay
profitable at all costs and Ijust had to pull back on some of
my coaching and I really missit.
So, yeah, it's something that Ihear her head or her voice in
(24:32):
my head sometimes you knowsaying.
You know I didn't think aboutthat, you know.
Julie (24:38):
So are you sure you should be doing that, Dionne?
Dionne (24:42):
Exactly yes, and we still text each other.
So she's still coaching me, butI'm definitely going to get
back at doing more of that.
It's really important?
Julie (24:54):
Well, it's important because I think thinking about
what are those external soundingboards that we put into place
in order for us to come back andlead within the company in the
way that we want to.
Dionne (25:07):
Exactly.
I think we can be thehealthiest leaders.
It's like in your family if yougo and you deal with things
that are, you know, reallyimpacting how you are with your
family and how you treat them,and the subconscious things that
you're not even aware you'redoing Same thing with business.
So I think it does make usbetter leaders and it's a really
(25:29):
important.
It's really important to have asounding board where you can do
some check-ins and talk aboutthings that are tough and get
the insight instead of going toyour team members.
Have that external soundingboard.
It's really healthy.
Julie (25:46):
Yeah, there's somewhere along the way in the journey
where it shifts from thatcollaborative decision making
around the table to where youneed to.
You know, throw some things atthe wall and figure out what's
happening before you come backto that leadership team and, you
know, talk about making adecision.
Dionne (26:08):
Absolutely.
I don't know how many timesGoli and I have spoken and, uh,
I'm so thankful I did before Iwent back to my team or I dealt
with, you know, whatever wasgoing on positive or negative,
or challenges, or you know wins,whatever it may be, it's, it's
been much more beneficial than Ieven expected.
I think that's a real likenugget to uncover in your
(26:32):
entrepreneur journey.
Absolutely yeah, I agree with you, it's very important.
Julie (26:39):
Yeah, and so what's next now?
What's next for you?
What's on your path to worlddomination and profitability at
all costs?
What are you?
What are you thinking aboutthese days?
What's top of mind?
Dionne (26:54):
It's really.
Where are we going next?
What are we going to do?
We've already you know we'rewell into 2025 planning and you
know we're getting.
We launched.
We have a test and learnstrategy, so we just launched a
product called Dipums.
This is our little package hereand it's a remake of a nostalgic
(27:18):
treat where we have an organicfruit stick and the delicious
organic fruit powder, so it's,and we put it out there.
So you dip the fruit stick inand you lick it off.
And it's funny the things youlearn because you really need to
.
Our fruit stick is like a juicestick and if you lick on it, if
you lick it, it's moredelicious than if you bite it,
(27:42):
and it's been one of mychallenges how do we convey that
without sounding X rated?
Yeah, you should have seen thevideos we've made.
I'm like you know, please tryto lick on it, suck it.
It's really delicious, so it's,anyway, it's, it's tough and
it's for children.
It's for children, you know,and none of it is supposed to
(28:04):
sound X-rated at all.
You know, and our team are likeoh God, Dionne, you have to
rerecord that one.
So it's we, but we put it outthere and we're learning.
You know, people have said Iwant more than I want more than
one stick, I want this to tastelike this, and so we're
constantly revising it andadjusting it and so by the new
(28:28):
year we'll have kind of thisperfected product.
So that's been our strategy andit's a new strategy.
We're still figuring out how wedo that, how we get a product
out there, we test it and thenwe learn and we don't order too
much so that we can adjust itand change it and because you
have to, you know, change thepackaging, and so it's.
(28:52):
That's a.
You know, it's almost like ascientist when you have a
hypothesis and you have to testyour hypothesis and you may need
to go back and make revisionsto that hypothesis on what you
learn and it's similar, oftenrelated back to you know how I
learned to be a medicalscientist and this test and
learn.
I just discovered, oh my God,we've got too much inventory of
packaging with the ingredientswe started with and we need to
(29:12):
change that, and so that's goingto happen in the new year, and
so there's always things youneed to work through.
But we're really, reallyexcited about that product and
in fact I have like revisions,you know, right here of you know
powders that I've come up withwith an incredible scientist,
(29:34):
chemist, actually, and anaromist in Italy, where we came
up with the most delicious,delicious, delicious new powders
that are coming out anddelicious organic fruit.
They're kind of like literallylike fruit juice sticks, so I'm
excited for those to evolve.
Julie (29:55):
I think it's so interesting when you, when you
have that kind of community,that's helping you kind of
discern what people want, right,because it's a big risk to do
large production runs and, toyou know, put your stake in the
ground and then at the same timeyou've got to find feedback
that's real, because not not allfeedback is actually going to
(30:17):
sell product.
Dionne (30:19):
You're absolutely right.
And it's funny because when Iread feedback and people, will
you know, rate it kind of and Ithink, oh, I just want to talk
to each of them and tell themwe're changing it, we're
changing it.
We hear you, we.
You want more sticks?
We're giving you more sticks.
You want better powder?
We're giving you better powder.
Um and um, you know, but Ithink a lot of people, when they
give you feedback, they thinkthat that's the end and so it's.
(30:43):
Also, how do we convey to ourcommunity that this is just the
first go at it.
Let us know what you think, andthen we're going to take that
and we're going to make changesto it.
We're going to hear you and andand and adjust accordingly, and
so I think you know that's thatnext challenge.
How do you convey that?
Because it's a different typeof philosophy.
(31:03):
You know that's that nextchallenge.
How do you convey that?
Because it's a different typeof philosophy.
You know so that people will goand try it again.
Yes, and a philosophy that Idon't think people expect.
Right.
Right, it is a different way ofdoing it.
I don't know.
I'm sure other people do it,but it's one that I really
believe in.
So, yeah, I I think gettingthat, conveying that and having
(31:24):
that test and learn kind of be apart of who we are is an
exciting part of innovation,because we've got a lot of cool
stuff coming out over the next12 to 24 months.
Julie (31:36):
Good.
Well, I can't wait to followyou and see where all this
innovation takes you and tofollow the company on your
growth journey.
Thanks so much for joining metoday.
I really appreciate it.
Dionne (31:48):
Thank you, I've so loved talking with you, Julie.
All right, take care, Dionne.
Thanks you too.
Julie (31:55):
I hope you enjoyed today's episode.
Please remember to hitsubscribe on your favorite
podcast platform so you won'tmiss any episodes.
Figure Eight isn't just apodcast.
It's a way of seeing the big,gorgeous goals of women
entrepreneurs coming to life.
If you're interested inlearning more, you can find my
(32:15):
book Big, Gorgeous Goals onAmazon.
Anywhere you might live.
For more about my growth andleadership training programs,
visit www.
juliellis.
ca to see how we might worktogether.
Read my blog or sign up to getyour free diagnostic.
Are you ready for growth?
(32:37):
Once again, that's www.
julieellis.
ca.
When we work together, we allwin.
See you again soon for anotherepisode of Figure 8.
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