On December 6, 2016, I interviewed Robert Armstrong, President, and CEO of the Selma Good Company, the manufacturers of G Mommas Cookies, for my Guerrillapreneur: The Art of Waging Small Business Warfare podcast. During the interview, Armstrong emphasized three critical points. First, during the launch phase of your business, entrepreneurs have to conserve capital and invest it in the area of the business that differentiates the entrepreneur from his/her competitors. Armstrong stated that he delayed the purchase of expensive kitchen equipment in order to invest most of his $7,000 seed money in the design of his product packaging and a professional video about the company. Armstrong knew that during the launch phase of his business that distinctive marketing would do more to help in getting sales than cookies baked in a company-owned commercial kitchen.
The second point emphasized by Armstrong was the need to have a scalable operations plan after you start receiving the first orders. Armstrong noted that when he tried to scale his recipes in larger kitchens, he wasted a lot of time and cookie dough trying to fine tune the equipment to bake the G Mommas cookies. Finally, Armstrong urged all entrepreneurs to find time to reflect on your business. As his business started to grow, he found himself baking in the morning and delivering cookies in the afternoon.
Entrepreneurs who listen to the podcast will also learn Mr. Armstrong’s strategies for getting his cookies on the shelves at stores like Cracker Barrel, Walmart, and Target. To subscribe to the Guerrillapreneur: The Art of Waging Small Business Warfare podcast, click here or go to iTunes.