Hi Rachael, hi Rohan
Hi Zelena.
What part of an idea is important to protect,
cause we always hear about patents.
A lot of patents get filed in this country,
there's a massive department.
I just find that a lot of the times,
unless you have like a pharma type drug
that's gonna give you, you know, the 20 year cycle,
a lot of the times it's about executing your idea quickly.
Get that to market quickly.
I feel that, that gives you the mode or the protection
you need more so than patents,
because if someone else copies you on a patent
and you're small,
you'll spend a lot of money in legal fees just fighting it
and not enough time building your business.
Yeah, no matter what you create,
someone's gonna come along,
and if it's a good idea,
there'll be eight other people that are going to do that,
you know.
It's about a larger picture don't you think?
You've gotta build that brand.
Yeah, exactly.
My husband has,
he makes these wonderful cannolis,
and since we don't have the celebrity sponsorship
that you're talking about,
how would you put us out there as far as branding,
where everybody would want that cannoli.
Interesting.
Would you have some for me here.
I'm sorry, I didn't bring any,
he's at home making them.
I think the biggest part of that pitch that's missing
is the actual cannoli.
I'm sorry I'm not the (laughs)
Next time please, bring the cannoli
Next time I promise, next time I promise
So a couple of things,
one in ten Americans influence the other nine.
You've gotta find that one,
and that one does not necessarily today
have to be a celebrity.
The beauty about what's happening to day is,
you've got people across social media
both nationwide, regionally etcetera
that can start building that brand for you.
So one, try and connect with influencers,
not necessarily celebrities,
who work for what you're talking about,
so for you it might be food bloggers,
it might be people,
where do you live?
California, San Jose.
Okay so if you're in that region,
the people that talk about food
and discovering stuff that people follow,
you don't need 10 million people over night.
You need half a million people to know about your product.
The second is where.
There's certain places that people discover,
right.
A whole foods you can discover you know,
you may not discover necessarily
some of the big huge grocery stores,
but some of the smaller, more boutique stores,
people still go out even in this day and age,
you still go out and live life.
Find those outlets that people discover the stuff that's new
because that's what gets written about.
You haven't been to New York still,
you have the cheesecake place the Lowry side
that everyone goes to.
That's the places you gotta get into,
and then the third part
is create some brand around your cannoli,
cause cannolis I mean,
everyone makes cannolis,
why's yours different, what's your brand?
Okay, thank you.
Why is your cannoli different?
Cause it's from Sicily,
the maker.
Gotcha.
Okay so you have an authentic baking story,
so that's a real path there,
that's gotta be called to it,
that's gotta be called to it.
Next time bring the Sicilian cannolis.
I will, I promise.
(audience applauding)
Were we supposed to do some of those drinks
that Kevin's been holding for a really long time.
So what are these examples of?
One of the things people asked about is
how do you differentiate?
And I'm saying packaging is a huge thing.
Without celebrities,
without influencers,
people gravitate to imagery,
and so this is the,
husband and wife pair came on the Shark Tank,
I loved them.
She had ailments, she wanted to feel better,
she wanted apple cider vinegar,
but honestly that makes you gag.
So she was like how do I put it in a product
and make it taste good.
So she brought mother on set,
so this is mother which was nice, right?
Right.
Product was amazing, I hated the package.
Yeah
It was an 'ugh'
and I can't even try to work the word mother,
cause everyone has one.
So we created this.
It's amazing.
That's the same product.
Same product
Get it.
And when we put this on shelf in wholefoods,
people went crazy Went bananas
And if you guys wanna do something,
your number one thing is your package
because today you will automatically gravitate to this,
over this,
and once you try it you're in.
He could do this all day.
All day.
And he does.
And luckily we can watch him do it too.
(audience cheering)