A market can seem established, but if existing products are visually unappealing and fail to create an emotional connection, a new entrant can win purely on branding and packaging that captures attention and meets a consumer's need state.
Adopting a unique, complex, and more expensive packaging format (the "Bottle Can") required a three-year mission to bring to market. This difficulty created a competitive advantage that competitors couldn't easily replicate, ultimately doubling the rate of sale.
Founder Jim Cregan's core philosophy is that a product's success hinges on three elements working in perfect harmony: branding (what it says), packaging (how it feels), and ingredients (how it tastes). If one of these pillars is weak, the entire product fails.
When a customer tweeted that the iced coffee acted like a laxative, the founder didn't just apologize. He sent the customer more product along with a roll of toilet paper. This humorous, human response turned a public complaint into a viral moment and created a loyal customer.
A contractor's advice, "hurry slowly," perfectly encapsulates the sustainable pace required for entrepreneurship. Founders should maintain momentum but do so methodically, avoiding reactive decisions. This mindset is crucial for surviving the inevitable decade-long journey before a potential exit.
When told by a Waitrose buyer that sales were underperforming, founder Jim Cregan personally intervened with low-fi guerilla marketing. He dressed in a carton costume outside the stores to engage shoppers directly. This high-effort, personal approach successfully boosted sales and saved the listing.
Major retail buyers are often tired of transactional, data-heavy pitches. A Waitrose buyer told Jimmy's founder to shut his laptop and just talk. Building a genuine, human relationship is more effective than a polished slide deck for securing major listings.
Early-stage founders can bypass slow, formal buying processes by approaching retailers directly. Jim Cregan of Jimmy's Iced Coffee secured a key listing at Whole Foods by simply walking into their HQ without an appointment and letting the product's compelling design speak for itself.
For a founder, an exit is about legacy, not just money. Jimmy's Iced Coffee chose an acquirer that could provide the resources to scale the brand beyond the founder's capability. The decision was based on finding a partner that would ensure the creation could "fly," rather than simply maximizing the sale price.