213 | Omnichannel Application in the Real World | with Jennifer Ross

After working in finance at Goldman Sachs and sharpening her operational skills at consumer technology start-up FanVision, Jennifer Ross co-founded Swoon, where she oversees product development, operations, and finance. 

A longtime advocate for the advancement of diabetes research and a supporter of the Juvenile Diabetes Research Foundation (JDRF), in high school, she founded and organized Rock the Cure, a concert to benefit JDRF, which raised over $200,000. 

Swoon, a zero sugar take on nostalgic beverages like lemonade and iced tea, is her latest way to make an impact. Swoon is now sold nationally and is on track to take one billion grams of sugar out of the supply chain.

In This Conversation We Discuss: 

• [00:00] Intro
• [01:04] Products that Swoon offer
• [01:18] What Swoon uses to replace sugar
• [01:50] Monk fruit vs other sweetener alternatives
• [02:21] Where did the idea of Swoon come from?
• [03:36] From idea to product sample
• [06:10] Pivot to an “accidental” adjacent product
• [06:34] Go-to-market strategy in the middle of the COVID
• [07:23] How to stand out in a competitive market
• [08:17] Sponsor: Electric Eye electriceye.io/connect
• [09:14] Sponsor: JSON-LD for SEO jsonld.app
• [10:28] How Swoon strategizes to become a national brand
• [11:54] Buying on the online store, checking out on Amazon
• [13:46] Pairing marketing with distribution
• [15:28] PR, in-store marketing, and paid advertising
• [16:07] Where to find Swoon’s teas and lemonades

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Zero sugar drinks for happier & healthier hydration tasteswoon.com
• Connect with Jennifer linkedin.com/in/jenniferfross
• Take the first step towards Shopify success electriceye.io/connect
• Get your free structured data audit for your store jsonld.app

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