53 | Laurel Whitney - How to Beat Coke and Pepsi Without an Ad

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53 | Laurel Whitney - How to Beat Coke and Pepsi Without an Ad

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What if the smartest business you ever build is the one you never planned to sell?Laurel Whitney has done what most founders only imagine once. She is the co-founder and CFO of Push Beverages, but before that she built and sold the largest independent vending company in New Jersey, and before that she opened and sold a 22,000 square foot children's entertainment facility. In this conversation with J. Michael Fischer Jr., she talks about what it actually feels like to build, sell, and start over.They get into the 2008 recession that accidentally created Push, why she named a soda the secret weapon she never wanted to share, how she protected her employees through an exhaustive sale, and why she refuses to put her drinks on supermarket shelves. She also breaks down Simply Push, the school-ready line built to beat sugary alternatives, and what building companies alongside her husband really takes.If you have ever wondered what happens after the deal closes and the next morning arrives, this is the founder's view most people never get. Listen now.Timestamped Highlights[00:15] – The three businesses she built before most founders finish one[06:38] – Why she opened a 22,000 square foot play space after having kids[07:32] – Selling the vending company to a multi-billion dollar buyer[09:22] – The soda they built only for themselves, and never meant to sell[10:20] – The 2008 shift that told them to launch four flavors[11:18] – The pizzeria and gas station calls that turned a secret into a business[12:32] – Inside an exhaustive due diligence she worked through on vacation[12:57] – The one contract term she refused to sign without[16:43] – Forty-nine states, and the samples headed to Alaska[17:12] – The wrapped Sprinter van that sold Push door-to-door[19:14] – The USDA rule that decides what schools can sell[23:09] – Why Push will never be a supermarket brand[28:06] – Her one rule for couples who want to build together[30:58] – The small choice that changed the entire trajectory of her lifeMentioned ResourcesSimply PushTribe Sweet TeaJohnson & JohnsonGiggles Play StationAutomatic MerchandiserCoca-ColaPepsiUSDA Smart Snacks in School guidelinesOklahoma School Nutrition AssociationAbout the GuestLaurel Whitney is the co-founder and CFO of Push Beverages, a New Jersey-based beverage company now selling seven product lines across 49 states. She handles the finance, production, and logistics side of the business, which she co-founded with her husband. A serial entrepreneur, she began her career in public relations at Johnson & Johnson, founded and sold Giggles PlayStation, a 22,000 square foot children's entertainment facility, and built the largest independent vending company in New Jersey before selling it in 2013. Push Beverages is a certified women-owned company, and its Tribe Sweet Tea was named Product of the Year by Automatic Merchandiser.🔗 LinkedIn | WebsiteImportant LinksFeel Fully Alive: The 5 Dimensions of Vitality gives you the framework to thrive. Get your copy here.Stay Ahead in Business: Michael shares strategies to boost your financial decisions. Read his latest blog.Grow Your Wealth: Book a call with DBD Investment Bank.Going Beyond the Deal is an original podcast brought to you by J. Michael Fischer Jr. Production and editing by Podcast Your Brand.

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