The Koerner Office - Business Ideas and Deep Dives with Chris Koerner - 007: Making $200k/Month Selling Foldable Metal Straws

Episode Date: September 9, 2023

Hey there, and welcome to the seventh episode of Startup Gems, where we’ll take you on the rollercoaster ride that is Emma Rose Cohen's journey to shaking up the world with her company, FinalStraw.  Emma isn't just a CEO; she's a force of nature fighting against single-use plastics, one reusable straw at a time. Dive into this story to catch all the behind-the-scenes action, from dressing up as a mermaid to council meetings to the birth of the "straw-mageddon." 

Welcome to Startup Gems. We find undiscovered startup growth hacks, stories, and case studies from every random nook and cranny of the internet. Whether you're a seasoned entrepreneur, an aspiring startup enthusiast or simply someone seeking inspiration, startup gems is your source for the stories that ignite the flames of innovation. Let's dive in. Hey there. And welcome to the seventh episode of Startup Gems. We'll take you on the roller coaster ride that is Emma Rose Cohen's journey to shaking up the world with her company.

Final Straw. Emma isn't just a CEO. She's a force of nature fighting against single-use plastics, one reusable straw at a time. Dive into this story to catch all the behind-the-scenes action, from dressing up as a mermaid to council meetings to the birth of the Straw-Mageddon. Let's get started. I'm Emma Rose Cohen, the CEO and co-founder of Final Straw, a company that has revolutionized the way we use straws through our reusable, collapsible straw. My journey during my time at the University of California, Santa Barbara, where I first witnessed the devastating impact of single-use culture on the environment. This realization fueled my passion for sustainability, leading me to organize beach cleanups and advocate for environmental consciousness at city council meetings,

sometimes even dressed as a mermaid. After earning a master's degree in environmental management and sustainability at Harvard, I spent four years working in waste minimization at Los Alamos National laboratory. However, I soon realized that my true calling was elsewhere. I decided to pursue my passion project, Final Straw, which in just a year prevented approximately 27 million single-use straws from polluting the environment. The inception of Final Straw happened somewhat serendipitously. I had always been entrepreneurial, even selling fruit from neighbors' trees at a local farmer's market when I was just seven years old. In October 2017, a mutual friend introduced me to my then-future co-founder, who had conceived an idea for a portable, reusable straw.

Given my background and the nickname Straw Lady bestowed upon me by friends, I was the perfect person to bring this idea to life. We recognized a significant gap in the market for sustainable, fun, and innovative alternatives to single-use plastic straws, especially with a straw band looming in Seattle. I seized this opportunity to quit my job and fully immerse myself in this project, despite my mother's reservations. Our journey began with a simple yet unyielded Amazon search for a reusable travel-friendly straw, which yielded no results. This void in the market became our canvas, and we set out to create a product that was

both functional and environmentally friendly. The development process was a whirlwind of creativity and innovation. We collaborated with a designer in Los Angeles for the case's CAD design and source standardized metal tubing for the straw structure. After a deep dive into the internet, we found that medical tubing was the perfect material for our needs. We capped the ends with dental rubber bands, ensuring everything held together perfectly.

To add a splash of personality, we decided to offer the straws in multiple colors, chosen from a vibrant range of spray paints from Home Depot. Launching our Kickstarter campaign with a modest goal of 12.5 grand, we were overwhelmed when we raised overhaul, 200 grand in the first 48 hours, eventually accumulating 1.89 million by the end of the month. This success brought a new set of challenges as we now had to manufacture and deliver 100,000 straws in just five months. Fortunately, we connected with a design firm that facilitated the

transition from prototype to a mass-producible design, helping us find a reliable manufacturer. As we prepared for the Kickstarter launch, I honed my Photoshop skills through the University of YouTube, creating engaging and shareable content for our Instagram account. This strategy built a substantial following, providing a solid base of supporters who eagerly shared our campaign upon launch. Despite our website's initial rudimentary design, it served its purpose, allowing customers to place pre-orders and generating considerable revenue. Our journey wasn't without its hurdles, the most notable being the Straw-Mageddon during Christmas 2018, when we struggled to fulfill 200,000 orders.

leaving many customers disappointed. This experience taught me the invaluable lesson of slowing down to create a well-thought-out plan during crises, a strategy that has since become a cornerstone in managing our business. Marketing has been a vital part of our growth, with a focus on creating material that speaks to a specific individual rather than a generic audience. We strive to make our messages fun and engaging, offering bite-sized solutions to help people lead more sustainable lives. Social media has been our main growth channel, supplemented by pitching stories to the press

to convey Final Straw's mission of eliminating single-use waste. Today, Final has grown exponentially, with over $5 million in revenue by our first birthday. Our team spread across five different time zones, works remotely, united in our mission to prevent environmental pollution through sustainable products. We are continually expanding with our products available on our website, Amazon, and increasing numbers of brick and mortar locations. Looking back, I realized that success is a blend of luck and hard work, akin to playing a good hand in a card game. It's crucial to maintain a balance between work and personal well-being, a lesson I learned the hard way during the initial

hectic days following our Kickstarter launch. Nowadays, I start each day with a one-minute meditation, followed by an hour of physical activity, a routine that keeps me grounded and productive. As a leader, I am committed to fostering a family-like company culture, where understanding and leveraging each other's strengths and weaknesses is paramount. Despite being a remote team, we have cultivated a close-knit community through various Slack channels where we share personal anecdotes, pictures of our pets, and reminders to prioritize self-care. Our operational tools include platforms like Slack, Google Hangouts, and Trello, which facilitate smooth communication across different time zones.

Shopify and Clavio are integral to our marketing and sales strategies, helping us reach our customers effectively. In my entrepreneurial journey, podcasts like how I built this with Guy Raz and the Tim Ferriss show have been a source of inspiration, offering insights into the experiences of other successful entrepreneurs. The Culture Code has been a guiding book in helping me build a cohesive and high-functioning team.

To aspiring entrepreneurs, I say, just dive in, embrace the learning curve and view failures as opportunities to improve. The Internet is a treasured trove of information, ready to assist you in your journey. Persistence is key. Keep pushing until you break through. Remember, every squeaky wheel gets greased eventually. And there we have it, the whirlwind adventure of Emma Rose Cohen and her brainchild final straw. Emma's journey is packed with nuggets of wisdom, from the power of persistence to the magic that happens when you

truly care about what you're doing. It's a reminder to all of us that with a bit of grit and a lot of passion, we can make a dent in the universe. So whether you're an entrepreneur in the making or someone looking to make a change, remember Emma's golden rule. Just do it. Thanks for joining us on this journey through the world of startups and innovation. We hope you've uncovered some valuable gems to fuel your entrepreneurial spirit. Don't forget to tune in next time for another inspiring story that will keep your entrepreneurial fire burning. Until then, keep exploring, keep innovating and keep shining bright with startup gems.