Zero to Millions: Brand Scaling Insights from Lindsey Ive and Madelyne Van Hoff

In a recent episode of the Scroll Sessions podcast, hosts Dan Page and Shane Hickenlooper welcomed two remarkable guests, Lindsey Ive and Madelyne Van Hoff. The conversation, rich with personal anecdotes and professional wisdom, centered around the theme of scaling brands from the ground up.

Madelyne Van Hoff: The Journey of an E-Commerce Maverick

Madelyne, the CEO of Share House, opened up about her diverse career journey. From her early days working in private equity and marketing to co-founding the Tangible School, her path has been anything but linear. She emphasized the transformative impact of her time in New York, a place that challenged and changed her in profound ways.

Share House: A Community Beyond Commerce

Madelyne elaborated on Share House, describing it as an e-commerce community at its core. However, it’s much more than that – it’s a hub where commerce meets creativity, fostering connections and nurturing entrepreneurial spirits. She discussed her foray into guerrilla marketing, a strategy that involves unconventional, imaginative, and low-cost marketing tactics, which she effectively utilized to grow her business.

Lindsey Ive: The Art of Building Communities

Lindsey, the COO of Share House, shared her experience in building communities, which started with Ivy League, a venture she ran with her husband. Her journey is a testament to the power of relationship-building in business. From organizing unique events like Top Golf Tuesdays to hosting breakfast leagues, Lindsey has mastered the art of engaging communities through memorable experiences.

Branding, Marketing, and the Entrepreneurial Spirit

Both guests discussed the importance of brand identity and strategic marketing. They highlighted how their approach to business is not just about the products or services but about creating experiences that resonate with their audience. This philosophy has been a driving force behind their success, allowing them to connect with customers on a deeper level.

Scaling Up and Looking Ahead

As the conversation progressed, the focus shifted to the future of Share House. Madelyne and Lindsey expressed their ambition to make Share House a beacon in the e-commerce world, providing resources, education, and networking opportunities to entrepreneurs at all stages of their journey. They also shared their plans for expanding their reach and impact, both in terms of geography and the scope of their services.

Conclusion: Lessons in Resilience and Innovation

The podcast episode with Lindsey Ive and Madelyne Van Hoff was not just a dialogue about business strategies; it was a masterclass in resilience, innovation, and the power of community. Their stories inspire entrepreneurs and business leaders alike to think creatively, act boldly, and build with a community-focused mindset.

For those seeking more insights from these innovative leaders, you can find them on LinkedIn and through Share House’s various platforms.

Lindsey Ivie LinkedIn
https://www.linkedin.com/in/lindseyivie/

Madelyne Van Hoff LinkedIn
https://www.linkedin.com/in/mvanhoff/

SHARE HOUSE
https://sharehouse.com/

Podcast Transcript

Well. Alright, Madeline and Lindsay, welcome to the Scroll Sessions podcast.

0:12

We’re excited to have you here. Yeah, thank you. Thank you. You bet. So we would love to just have you guys introduce yourselves and maybe we’ll

0:19

start with Madeline, then go to Lindsay. But Madeline, introduce yourself, what you’re currently doing,

0:24

and maybe explain a little bit. How you got to where you are today? Yeah, sure. Gosh, that’s like a much longer story.

0:31

It is. We could like take up the whole thing. We have a couple hours. Okay. So I was born, no, I’m just kidding. Um, Madeline Vanoff, uh, current CEO of Share House

0:40

and, um, share House is a comu. Do you wanna talk about Share House a little bit? Course, yeah. Share House is a, at its core, an e-commerce community.

0:46

We do a lot more than that, but we’ll talk about it in in a minute. Um, I’ve done a lot in my career. I feel like I’ve lived several past lives, but, uh, I worked in private equity.

0:56

Um, I have another company called Tangible School that I started with a few crazies.

1:01

Um, we can talk about them in a minute. Um, I have worked in, uh, traditional marketing.

1:07

I’ve worked on the agency side. I have have my own agency with my husband. I worked in corporate events for five years.

1:13

I live in LA and New York, so there’s a lot here. I’ve kind of had to reinvent myself a few times, but, okay.

1:19

Well, between la, New York and. Oh man, one through three. Ooh. I don’t know.

1:25

I feel like my heart is in New York. This is like pre covid New York. Okay. So my heart’s in New York, man place.

1:30

It didn’t stink as bad. It just like, oh, it’s, oh, it’s still stinky. It’s the most horrible smelling place ever. But, um, gosh, I like, love that about it now.

1:38

Yeah. It’s just like, oh, that place like changed me. It was very transformative for my life.

1:44

It opened my eyes in, in, in different ways, and it’s a true melting pot. There’s just people from all over.

1:51

Uh, yeah, I mean, that’s, that’s an, that, that’s like a holy experience for sure.

1:56

I always got married in New York, but my husband’s a mountain man. So we, um, came back to Utah. Came back to Utah.

2:02

Um, but then I also just love the beach, and so it just depends. I, I, I think I’m one of those people who can make happy wherever, very adaptable.

2:10

I’ve had some really hard, uh, life experience in my growing up formative years, and so I think that that, uh, kind of made me.

2:20

Into who I am. I mean, it you make happy, right? Yeah. You make happy where you are. Yeah. Everything is what you make it.

2:25

It’s a choice for sure. It’s a choice. Yeah. Totally. Yeah. And Lindsay? Lindsay. Hi. So I am Lindsay Ivy.

2:31

Uh, I am the c o O of Share House. I just came on two months ago.

2:37

Um, but I’ve been building community for the last five years. Um, it started.

2:43

Back with the launch of Ivy League. So my husband and I were running that, which is such a just name.

2:49

I can’t do anything with Nick and Luer, but we better get an invite on. We better get an invite after this. That’s all I’m saying.

2:54

Copy. He’s very good. That’s all. He’s a wordsmith. So that was where we started. There was just, um, a lot of what you do in like a service-based company.

3:03

Yeah. You’re building relationships. So that’s where I kind of started doing this, like gorilla marketing.

3:10

Crazy events. Uh, will you define Gorilla Marketing too? Yeah, listening. So, um, it’s just like bootstrappy type of way of marketing and it’s outside the

3:20

norm of like your typical like seo, pbc. Um, for me what that meant was like, I, this is back in 2018 when like video

3:29

wasn’t really a thing on LinkedIn. Yeah. Yeah. And so I caught that trend. So I was like, oh, I could do a video on this platform.

3:37

That’s kind of cool. Yeah. And so it ha it started with like me and another person, we were

3:42

standing outside of Top Golf. We’re like, Hey, we’re gonna do Top Golf Tuesday. We started like this hashtag and top golf was new.

3:48

Yeah. And it was new, so it was like, it was a thing. So we started, um, we started with that video and what we did, we just, we

3:57

just found a bunch of companies that. A pass, like a membership to top golf and we just stacked the bays so we

4:03

could fit like five bays together. People met together. It started with five people and it grew to 70, like over

4:10

the course of like a few weeks. Just from like the Post We, every time we did the event posting, we’d

4:17

post about it and then just like word. And to the point where we eventually got kicked outta top golf.

4:24

They like caught on to what we’re doing better. That’s marketing, which is crazy.

4:30

Why would they kick you out? They have to kicked out. You have to get kicked out to like be official to put your stamp on it.

4:36

You put on your website. You’re bringing them so much business. Why would they kick you out? It’s shortsighted. It’s okay.

4:41

It’s true. But then from there we did, we actually did IV breakfast leagues at your, at your house.

4:46

So we did the breakfast from our. That’s pretty cool. We did that every other, it was actually every Friday, John would make

4:52

his homemade buttermilk pancakes and people would sit around our table and it’s just like such a cool experience to like, yeah, that’s different.

4:58

Share a meal together in that way. Yeah. That’s not normal for business owners or especially in somebody’s home to do.

5:04

Yeah, especially in your home. Yeah. Let alone Right. It was a tight fit. Yeah. Um, then we, we would do, we did a big brunch in our backyard, and then from

5:13

there it’s just like, then I started just getting pulled into, Marketing event. Other people’s events.

5:19

Yeah. People brought us on retainer. I wasn’t really thinking, I was like an events marketing person, but it just was

5:25

so natural for me that it, it kind of got pulled into a lot of things that way. Like last year I helped Pattern market their event accelerator.

5:33

In the consumer summit. Yeah. Oh yeah. You got me tickets to that. Well, and you, you’ve, you’ve, yeah, you’ve helped us.

5:40

You helped market it. Did you help with Silicon Slopes too? The summit and everything as well? I read the volunteers, not this year, but last year.

5:46

Yeah, we attended that. Yeah, we were there. That was a little crazy that I will say when Lindsay Ivy is walking around Silicon

5:52

Slopes, it’s like, it’s a big deal. It’s a, I dressed up, oh, there’s another, so I dressed up as Waldo Oh, that’s awesome.

5:58

At Silicon Slopes. And I did, where’s Lindsay? So I did give like these huge giveaways.

6:04

With that hashtag was like, Hey, follow, if you find me take a picture with me. Yeah, you can win.

6:09

Like, I got a bunch of companies on board, so they were giving away like trips and like swag.

6:14

Cool. That’s so fun. Scott. Paul was a part of that. Yeah. Was, I was, didn’t Scott dress up as Waldo at some point? He dressed up as uh, or somebody else.

6:22

Poor Gump. He’s always in ACC costume. There’s something like that. I think they’re source gum. So I got chocolate from Mrs.

6:28

Kavanaugh, so he was handing out chocolate. That’s, this is guerrilla marketing. This is a, made a great decision.

6:35

The coo, just really, really scrappy stuff. I’m like, man, fun. We should dress up as, where’s Waldo for this conference?

6:40

We’re going to. I know, but it, it was great when it was so massive, right? Because then people would, I had a picture taken from like a far out.

6:50

I did on social media, find me in this picture, and then it was just kind of fun. I love the interactive. Yeah, it’s super cool. But yeah, just been doing a lot of kind of scrappy marketing for different

6:58

groups, so, which is so cool because it’s outside the box and in the space we’re in, we’re so analytical and we work on just.

7:07

The boring stuff, right? PPC campaigns, SEO websites. I wasn’t trying to like knock that.

7:13

No, but there’s a place for both. There’s you have, you need both, like for sure. Send in strategy.

7:18

Yeah. Yeah. And we have, we have failed, uh, over and over with our gorilla marketing

7:24

or our unique brand approach. And I think that this year Dan and I in January sat down and we.

7:30

We’re dedicating 25% of our time to creating content no matter what kind of content it is.

7:35

And it’s already done wonders. Yeah. For our business. And we haven’t even launched things like the podcast or, you know, so

7:41

unique approach I think is so critical. And you have done such good job of it. Yes, definitely.

7:47

I, I’ve seen it on LinkedIn. Yeah. We know you without ever having met both of you, so you’ve done a good job.

7:52

You know what I mean? Yeah. That’s, I’m saying we need an invite to the pancake breakfast.

7:58

That’s all I’m getting to do. Well, we are, so we did launch under Share House. We’re doing the Skynet syndicate.

8:06

Oh, what is this? Whoa. Hello? Skynet syndicate. Let’s talk about that for a second. You wanna join?

8:11

So, so it, it’s a strategic partner group for people who are in the e-commerce space.

8:16

Very cool. Um, so the idea is you get a group together where there’s not too much overlap or someone’s hitting the need of like a certain service Yep.

8:23

Or tech. In the space, you bring that group together once a month. We collaborate, mastermind, we connect people to each other.

8:31

So hopefully you’re not having competitors get together. And yeah, so we’re trying to be strategic that way where it’s like we’re, it’s a big enough group.

8:36

We have like 40 people in the group so far, but obviously not everyone shows up once a month. Uh, we do pancakes, so last time John did his pancakes, but now

8:45

we’re doing it at Share House. So very, very cool. That’s awesome. And, uh, to get some more understanding.

8:53

I’d love to talk about a few pieces of Share House and Tangible School, um,

8:59

but also understanding LinkedIn and why you feel like it’s so beneficial

9:04

for professionals, because, uh, I think that could be kind of a theme that we.

9:10

Run with on the podcast is what benefit have you seen from LinkedIn? Mm-hmm. Why do you feel like it’s a valuable platform?

9:16

I I, I’d love to ask both you that, but Well, you can start on the tangible side side. You want me to talk tangible in Share House a little bit?

9:21

Sure, yeah, yeah. Um, sure. I mean, what do you wanna know? Just the beginning. Yeah. So I, the thing that I’m interested in with tangible school is just that

9:30

it was a break off from traditional, so I dropped outta school Yeah. And kind of went anti school.

9:36

I was like, no way. I hate. I don’t feel that way, like I respect it, but what brought up tangible school?

9:42

Why did you guys wanna start it? Yeah, I mean, I think that there’s definitely some of that in Scott and

9:47

Travis and so, you know, it’s me, Scott, Scott, Paul, Travis Chambers, Rachel Nelson, and Stephan Van Degraf, which is like a powerhouse.

9:55

Yeah, it’s crazy. I mean it’s like, it’s like. They’re all very entrepreneurial and I’m like the executor.

10:01

Yeah. And so, uh, it was a little bit of herding cats in the best way possible. So you did everything the group to her credible, everything’s to herd.

10:10

But um, yeah, it is. I mean, I get asked all the time, like, how did you handle working with like those personalities?

10:16

All the most a d D people I know. No kidding. At the same time, no, actually it was like the most fun ever.

10:22

I mean, that was a powerhouse team. I think that like timing was maybe our. Um, just with like some things that were happening in our personal lives as well

10:30

at all of us, but as well as just Covid. I mean, that was, yeah. Covid came in and just, yeah, that changed the game for us for sure.

10:36

Um, no, I think that that, uh, theme was definitely there under the surface, um,

10:42

that you don’t necessarily have to go and, and go through a traditional program. I mean, Scott said several times, like everything that we teach a

10:50

tangible is more than I learned in my. He loved his mba, but he loves, he loved it because of the connection.

10:56

And so that was kind of one of the things, it’s like, let’s provide really good education and also connection.

11:01

And so, um, it evolved to be, uh, a true accelerator.

11:07

I mean, think why Combinator? Yeah. Just for Silicon Slopes. Right? But for e-commerce, for direct consumer companies.

11:14

Mm-hmm. Yeah. And so we. Uh, multiple stages. So if you were like very early stage, or if you had some traction and, and needed

11:21

kind of some help getting over some humps, then uh, you would come through one of our programs and you’d come in with a goal, whether it was, uh, validate your

11:29

product idea or validate your next several product ideas and get them to market or double your revenue in the 10 weeks that you’re there or find an investor.

11:37

We helped companies do that, and there were several companies actually went through tangible pre-launch. I would say that we were part of that kind of launch and go to market for them.

11:45

I mean, G Wireless is one of them. They came to us before they ever had a product. Wow. Um, Dai Home had just launched, I think their first Kickstarter, um,

11:53

Gobi Kids had like a product and was just trying to get it out to market. Now they’re in Target and Costco and that’s really, really cool.

11:59

And so these were brands you worked with, it tangible, not necessarily. Yeah, they were brands very much so.

12:05

But I mean, some people would come through with just an idea. In our early stage group, they just had an idea. It was just like one person with how do I execute this?

12:13

A really cool idea, but maybe they needed to validate it because sometimes you have a product that is a great idea, but, and, and, and there’s probably, uh,

12:21

good market fit, but not for the price. It’s going to cost you to, to make it, build it, get it here, and.

12:27

You know, and, and even if you order a ton, it’s sometimes you can not get the price low enough. I mean, that’s like a very heartbreaking position.

12:33

But for sure, you wanna learn before you actually spend $75,000 to like, get, get your inventory, get the tooling done or whatever it takes.

12:40

Right? Yeah. And, and then get inventory anyway. So, uh, we could talk all day about tangible school, but tangible was so fun.

12:47

And, uh, we had a lot of traction in the first nine months. We actually, uh, took on a, a funding partner, uh, March.

12:56

First of 2020, and then two weeks later, everything shut down.

13:01

Yeah. So, because everything March 1st. March 1st, 2020. And then we had, so you, we had 15 days, weeks, we literally had two weeks.

13:07

Yep. And then, uh, oh gosh, we had a thousand students scheduled to go through the program that year that we had to refund.

13:13

And so it was just every cohort like, oh, so sorry, like, glory refund you and hopefully, we’ll, we can reschedule you for a later date.

13:19

And then it was just cohort after cohort, um, until September when we kind of hit.

13:24

On, on tangible. And so we actually do have a lot of the content that lives in an online format.

13:32

Um, and that’s one of the things that we’re gonna be pulling in the Share House and opening up an education offering.

13:38

So Share House, uh, is somewhat of a spinoff of some of the magic of tangible, I mean, some of the things that we saw that went well and the community element.

13:48

Yeah. And, and so some of what and what and who we are today is Definit.

13:54

Has definitely stem still there from those tangible days. Um, but we’re not an accelerator, at least not today.

14:00

And I don’t know that we have plans to be. Mm-hmm. But, um, but what we are, I mean, we sit perfectly between service

14:08

providers, technology teams, and vendors. And brands, founders, anyone from the c e o all the way down to the intern.

14:16

And so what we’re really good at exactly, we’re, what we’re really good at is aligning ourselves with those brand founders and their teams and

14:22

connecting them to really good resources. Yeah. And so we can connect them to really good funding partners, vetted service providers, technology teams and, and, and vendors.

14:30

Um, great education. Yeah. Um, and blow them up with guerrilla marketing. Yes. Recruiting opportunities and then access to very exclusive.

14:39

Founders only events that we call only brands. Mm-hmm. And so one of the Levi Levi, I don’t know why you’re laughing, never seen Levi.

14:47

Levi Lindsay’s. What? It’s because of your gorilla marketing with Levi. I love it. No, Levi’s a good friend of us.

14:53

Yes. He’s awesome. Yeah. Well that was, I’ve just seen his videos on LinkedIn. Oh yeah. It’s just, well, we, we approached him with that, we’re like,

15:00

Can you be the face of this? We can’t be the face of it. That’s sleazy. Yeah. But if we pull someone in who’s like comedic. Yeah, yeah.

15:05

You know, not too good looking. He for comedy, good looking, but not too good looking. Right.

15:11

He’s sorry Levi. Oh, I love it. I think he would thought you’re the most cancer person I’ve ever. Hundred percent. Yeah. Good looking, but not too good looking.

15:17

And then just, uh, yeah, bring this kind of lightheart. Uh, element to traditional unboxings product.

15:24

Unboxings. Yeah. So it’s under the only brands, uh, you know, I guess umbrella. There is, uh, the product undressing.

15:32

Yes. Which is very cool. Which is fun. It’s really fun. Just kind of play on the brand, so, yeah.

15:37

So yeah, they’re Share House, and then we have only brands underneath, and then we have Skynet Syndicate, and then we’ll have tangible school and several

15:45

other things that we’ll be rolling out. But we wanna be the authority in the e-commerce space. We want people to think of us and need to work with us.

15:52

If they’re in e-commerce love, no matter what stage of its development they’re at. Right. That reminds me a little bit of pattern.

15:58

Where Pattern initially was that business and still to this day, but they’re, they fit a very specific niche, right?

16:05

Mm-hmm. Where they say, Hey, if you are an e-com and you’re selling on Amazon or Walmart doing 5 million a year, right?

16:11

You’re hitting all these Yeah. Objectives, and they say, then come work with Pattern and we.

16:17

The, the, the ecosystem tools and resources to blow you up. Mm-hmm. Um, so that, that’s a really cool approach.

16:23

Um, and then with Lindsay, did you, do you have a lot of background in E-com or is it more tech and SaaS that you have a background?

16:30

Um, not as much in e-com, interestingly enough, like I, I had a short stint with

16:36

the technology provider in the space, and then I did the, the marketing for.

16:42

Big e-commerce events. Yeah. Okay. Which is kind of interesting. Can you talk about those with Accelerate and Yes.

16:48

I helped with Accelerate, um, and we’re actually helping this year under Share House. Cool. Help market that as well.

16:54

Awesome. Awesome. Um, so I helped them last year and then I helped with the consumer Summit. So they were first two first year events.

17:01

And as you know, like first year events are tough, are really tough, and we sold out both of our your, it was phenomenal.

17:08

Yeah. So it’s a lot of, I think that on speaking on the event side, a lot of times people are just like, there’s so many different touch points, but like the conversion

17:17

comes from like the personal messaging. A hundred percent percent. That’s the hardest thing is like people think, oh my gosh.

17:24

All I have to do is like re-share this and like get other people to re-share. I’m like, do you know how many hundreds of direct messages?

17:30

If not, you have to send thousands that I’ve sent. Yeah. Yeah. Because you have to understand, I think.

17:36

Identifying a need and like connecting. It’s a sell. It’s a hundred percent a sell. I was the, I was the marketing director for Everything Food conference.

17:43

Mm. Back when Uhhuh, it started a couple years ago, national Food Conference for bloggers, and it was our first year.

17:50

Yeah. And it’s tough. It’s tough. The first year events are rough. Yeah. So it’s, it’s, um, for me, I’m a pretty determined person, so I think

18:00

what helps is like you, If I go back a few years, actually this is probably one of the craziest events I’ve done, and I don’t know anything

18:09

about cybersecurity, but I launched the Cyber Craft Summit during Covid.

18:14

Wow. Um, we got a summit during Covid and something about the cybersecurity. Is this with Nexus?

18:19

No or no, this was with, I pulled in the director of cybersecurity over at um, I H C.

18:25

Okay. So it was just Yes. Of really cool though. Two of us. Wow. And so we got 40 speakers.

18:31

Wow. Frank Cassie was one of ’em. He’s the guy who took down Bernie Madoff. Oh, wow. So it was a, so really, really cool.

18:37

But I think I saw him in the doc, the Doc Bernie Madoff documentary. I, he said, oh, it’s crazy. So it was the, it was really a cool story there.

18:44

I’m gonna sound like an idiot, but I don’t know. Who’s Bernie Madoff. He’d like the, one of the biggest Ponzi Ponzi skills I’ve Oh really?

18:50

So he’s street Ponzi. I have seen something like this. No, you’re good. Yeah. I’m glad you asked cuz some people might not know that one.

18:56

Um, but we were able in three months to like launch the website, get 40 speakers and sell that during Covid got 2,500 people to attend virtually.

19:05

Oh wow. And it came from like, there’s just a matter of like obsession. Yes. I think that you have to be obsessed Yes.

19:11

About what you’re doing. It sounds crazy, but, but you have to fully believe that it’s going to work out.

19:18

It doesn’t put every, put every, like, all your energy into that and people like feed off that energy.

19:25

If they can feed off that your why and like what you’re doing in that energy, like they’re gonna buy into it.

19:30

My, but if it’s like, Hey, I’m throwing this on so I can get a bunch of leads and like grow my business and like screw that.

19:36

Like you have to do it for the people. Yeah. It’s like what would they want, like why would they show up to something and then Totally.

19:42

You build around that so you don’t make it about you. Yeah. You make it, you make it about people.

19:47

Yeah. Accelerate did such a good job of that because we went and sat down at a table. You’re, I immediately connected with everybody.

19:53

It’s really cool. I, I sat down thinking, I don’t know who I’m gonna be around. And Are these E-com brands? Yeah. Or who are these?

19:59

And the first four people we sat next to owned multimillion dollar e-commerce brands, and they weren’t even from Utah.

20:06

Like they had flown in to come to this conference. Oh, yeah. And had paid for it. So I thought, wow, that’s, that’s a pretty.

20:13

Good indicator that this is a successful conference that we’re having these brands fly in to say, I want to hear more about what I can do to make my brand better.

20:22

Yeah. Burke and Emily and Mike, the whole pattern team, they’re amazing and they do

20:27

a really good job of like, I, I think that was one of the best events last year in my opinion, like with what they produced and what they’re, and they just were

20:36

so thoughtful about every aspect of it. So it’s just, uh, we’re incredibly grateful to work with them.

20:42

This year as well. So I think it really comes down to like making that event personal for every single person.

20:47

Mm-hmm. I learned that like very, uh, I guess right away with everything food conference.

20:53

Mm-hmm. Like we made it about the bloggers. Mm-hmm. We made it about them having, they’re food. These are food people, so they are food photographers, they’re food lovers.

21:01

We had, everything was like hardcore fine dining catered custom. I mean, it was, you had, you have to make it about, that’s amazing.

21:09

The people and their experience a hundred percent. I always say, you know, like, stop chasing your customers or your

21:14

partners or whoever it is that you’re trying to convert and start chasing what it is that they care about. Yes. Because that desperate energy of like chasing your, your customer, like

21:23

they don’t like it, it doesn’t land’s gonna turn, it’s it’s gonna turn off. Yeah. Yeah. It’s a huge turnoff anyway. And so why don’t you just figure out what it is that they care about and chase that.

21:31

Yep. And so, I mean, it’s a, It’s a, it’s a balancing act cuz you know, you find yourself in positions where you’re almost having to chase that customer.

21:38

But we really try to reign ourselves back and say, this is who we are, this is what we offer. It’s okay that not everybody likes us.

21:45

Yeah. You know, like, not, we’re not gonna land with everybody, so let’s find the people who we will land with.

21:51

Yeah. You know, especially in startup, it’s hard. Like there are times where we. Is this gonna work? Is, is this element gonna work?

21:56

Should we pivot on this? And it’s like, no, no, no, no, no. We just haven’t given it enough time. Yeah. You know, we don’t have enough brand recognition in certain spaces for people

22:04

to totally buy in right out the gate yet. Yeah. You know, and so that social proofing is really good.

22:09

But, so what is your background before tangible with e-com? Because you are so knowledgeable about the space.

22:16

Mm-hmm. And have you owned a, like a consumer product company before? Do you still own one or have you worked for Yeah, actually that’s so funny.

22:22

I didn’t bring that up. But yeah, I do own one with my husband. It’s really small. Um, because I’ve been chasing a lot of other bigger fish.

22:29

Yeah. Uh, but it still exists and yeah, it’s really fun. It’s just an, of course, like I said, my husband’s an outdoorsman, so,

22:35

um, it’s an outdoor recreation, uh, clothing company or apparel company. Um, and it’s called Thousand Peaks Co.

22:42

And that’s, yeah, it’s, it’s, it’s there. It exists, it still has inventory and we still sell.

22:48

And did you do e-com at all before Tangible? I worked with a lot of companies, worked with ’em, and so I worked

22:54

an agency and so I got to work with lots of different companies. But I always loved the product companies. I mean, those are the ones that are so much fun to market because

23:01

there’s a physical product. They’re in the lifestyle space. You’re, you’re, you’re taking a physical product and, and the

23:06

brand that, that is wrapped around. And trying to humanize that brand because people nowadays, like why

23:12

do you buy the brands that you buy? Why do you wear the clothes that you wear? Like it resonates with you in some way. Right? For sure.

23:17

Like you buy into like the bigger idea of what that brand represents, right? Yeah. Because you said hundred percent, like this sweater is any nicer than

23:24

any other sweater that I could have gotten from all of their competitors. Yeah. So it’s just this brand resonates with me and so I buy their products.

23:31

Yeah. It’s not always about price or whatever, right? Yep. It’s about those. In intangibles.

23:37

Yeah. Yes. I feel like death came in and just said like, see, they just

23:43

wanted to prove it to everyone. That brand is everything. Yeah. And is the, and is the only thing at the end of the day, because it’s water.

23:50

Well, especially in some spaces. Yes. That’s so true. Especially in some spaces where it’s like, you know, super saturated and at the

23:58

end of the day, they’re a dime a dozen. The products are very, very similar. Yeah. Um, it, it’s a pure branding play.

24:03

I mean, think about. What’s a good one in our space? Like there’s tons of, um, supplement companies in Utah,

24:09

like mixers is a good one. Oh yeah. That mixers. Killing it. Their brand is amazing.

24:15

There are several other competitors, not only in the country, in the world, but in this market, in this valley that compete head to head with mixers.

24:23

What is Mixers doing different? It’s a pure branding play. Yeah. And it’s also Jess just being the genius that she is For sure.

24:30

Getting in front of this brand and being aspirational for women. Yep. She knows who her customer is and she knows that she.

24:40

You know, essentially use her life and her experience and, and kind of take people on this journey with her and show a little bit of the, of that Peel back Yes.

24:48

The curtain and show that. And that is so aspirational for a lot of women Yeah. That, that, that are customers of hers.

24:55

Yeah. You know, and found founder led brands kill it. They really do. Mm-hmm. Like brands that can attach these kind of the whatever personal aspiration

25:06

person personality to a person. It’s go it, it will go forever. Right, because it’s so much more relatable.

25:13

Yeah. Yeah. At the end of the day, and that goes for D toc, that goes for b2b, and I think we’re starting to see it majorly in B2B the last like couple of years where I think

25:22

it’s always kind of been part of like D to C P G brands, but now it’s like hitting

25:27

the B2B space and people are realizing like, I just can’t post, uh, some stupid

25:32

lead magnet and, and get leads that way. It’s kind of worked in like 20 12, 20 14.

25:38

For some reason It did. Oh. But now, like you have to have a face, have to have, well, I think it’s because

25:43

everyone’s getting so it’s hit up at every angle getting pitched at seeing ads.

25:48

Yeah. So there needs to be, you need to humanize the brand. Um, so the, the companies that do that, even on the SaaS side, like I, yes.

25:56

I think they. A hundred percent. I totally agree. One of my, uh, favorite entrepreneurs that has inspired me more

26:03

than anyone is Sarah Blakely. Mm-hmm. Sarah’s amazing. Yeah. Just because, and I love her husband Jesse, too, and their dynamic.

26:09

I. Just worship it. I think it’s the coolest thing. But Sarah self-made billionaire, started her business with five

26:16

grand and it spanks, right? It’s this unique product where now there’s a lot of copycats out there, but she still

26:24

represents the company from age 30 to 55. She’s gonna represent that company. And I thought, I’ve just always admired her for that and thought that

26:32

she’s done an exceptional job there. So she has for sure. Um, as far as the growth of Share House, What kind of

26:40

brands do you wanna work with? Because, for example, pattern, they have a very specific group mm-hmm.

26:45

Of people they work with, they put ’em into their system. Share House. What kind of brands do you guys wanna work with?

26:51

Um, so we don’t have quite as narrow of an I C P as as pattern. We’re trying to be a little more inclusive and so really anyone can join, um, even if

27:00

you’re just, you know, in the idea phase. But as far as like the companies that we try to align with, uh, and provide.

27:08

Really good resources too. Uh, there needs to be some traction there. And I don’t know that there’s necessarily a number that I can tie to that.

27:15

Yeah. But we, we define traction as, you know, not just like an interesting product

27:22

that has had some financial traction, but possibly like, An interesting product or an interesting company that has an interesting product or

27:29

an interesting business model, or an interesting marketing strategy, or interesting funding or founders that have had an interesting story, right?

27:36

Yeah. Like we’re trying to curate this really great community of founders who can learn and grow and share together. There’s gonna be upward and downward mentorship.

27:43

Um, maybe an a good example too, like, so we have these only brands, events, they’re invitation only.

27:49

You have to have your name on the list. It’s kind of like an an if, you know, you know, situation. Yeah, yeah, yeah, yeah. And, um, we, they’re, they’re high end.

27:56

They’re v i p we, we have been doing them in this market. We’re, we are expanding to the LA Orange County market.

28:03

And then, um, San Francisco, uh, New York City. Austin, very cool.

28:09

Austin, Miami and so forth. So, um, if I, if I take like a snapshot of who was at the event, the, one of

28:16

the events we just had, um, I would say every founder in the room was doing close to 10 million or more, but most of them were doing closer to 20.

28:25

And above. Mm-hmm. Yeah. Really cool. So it’s a very interesting group of people for sure. And, uh, that doesn’t get to get together very often and really

28:33

share and learn from each other, and that’s where the true magic happens. You know, getting them in a room where there’s not a bunch of service providers

28:40

and technology teams pitching them. Um, and they’re able to just share and kind of feel that safety.

28:46

Yeah. Uh, it changes the dynamic completely. Why, why do you feel like, I guess maybe those founders don’t

28:52

talk to each other very often? I’m kind of getting that vibe. I’m not, we’re, we’re definitely more the B2B space.

28:58

We don’t mm-hmm. Handle e-comm that often, but I guess I’m getting that kind of vibe from.

29:03

From, I, I think what you’re talking about, a combination of things, it’s probably, I think they all have their own crew, you know? Yeah, sure. They’re their own little, like lunch group that they have couple

29:10

founders, um, but their heads down. Their heads down. Yeah. They, they have to like balance, uh, sharing and, uh, protecting what

29:20

it is they’re, that they’re doing. Um, there’s just a lot of competition, right? Yeah. And so I think we’re all in that space.

29:26

That’s true. It doesn’t matter if you’re in e-com or else. You, there’s just a balancing act. I, I feel like maybe I’ve just been around the block enough that it’s

29:33

like I wanna play with my competitors. I wanna know who they are. For sure. I wanna be friends. It’s okay if we compete. It’s okay if we’re going after the same people.

29:39

Yeah. Like all day long. There’s enough fish in the sea. A hundred percent. You know, and we can be creative. Like that just challenges us to be creative and to be

29:46

better ways and to, yeah. It should be better. Exactly. Yeah. And so, but it is hard. It’s really.

29:52

And in certain spaces, like you see people that are, uh, taking each other, I, uh, each other’s ideas and it’s hard.

29:58

It’s really hard for sure to get it. For sure. I mean, indie Blue is a great example of she runs an awesome company,

30:05

has all these slogans she puts on her apparel, and there’s a ton of other companies that have kind of spun off because of Indie Blue that.

30:13

Kill it. Yeah. And they’re usually influencer back to companies, right? Yeah. They’ll, yeah. Create an apparel brand market it like Indie Blue and put similar phrases on

30:21

and there’s enough fish in the sea. It’s, it might be a different approach. And to me, I’m sure Indie Blue and those people probably

30:28

collaborate every now and then. Yeah. Um, as far as Share House and your guys’ story, Obviously you have what you do,

30:39

but what you preach is that it’s more important to have like a brand who

30:44

you are and why you do what you do. Can you give us some insight into who you are and why you do what you do?

30:51

And more than just, you know, here’s what we do. Um, I can touch on, I know I’ve been here a sh um, shorter amount of time

30:59

than you, but for me, what interested me. First off, like Madeline and I are very aligned in how we do business and how

31:06

we, we’ve spent the last few years, like in a lot of ways kind of in the background, like building other people up.

31:13

And you’re both working moms too. And we’re working moms, which is a whole, whole nother crazy part of it as well.

31:20

So kidding. So I, I, for me as a working mom, and I think Madeline can relate to this as well, is.

31:27

I have to pay for someone to watch my kids, right? Yeah. I’m not gonna do a nine to five job where I sit in an office and I’m miserable to

31:35

do something I’m not passionate about when, when you’re spending time away from your kids, when I’m spending time. So it has to be something very impactful for me, something

31:42

where I am making a difference. So that’s why I’ve spent so much of my time helping lift

31:48

others and connect others. So I, I find a lot of value in like connecting the.

31:54

Even when I’m just highlighting people looking for jobs. Yeah. If I’m connecting someone who’s like, Hey, I’m looking for someone who does this, and

32:00

Madeline does a great job of that as well. And how rad is it that we get a, like what we’re building is that Yeah.

32:07

Essentially. Mm-hmm. So what we’re building is like a way to bring everything people together and help lift the community, uh, providing resources for doing what we do well and.

32:17

We love doing and that’s what we’re creating and growing. That’s amazing. But yep, totally.

32:23

That’s exactly right. I mean, I couldn’t have said it better. Yeah, we’ve, we have both. I.

32:29

Unbeknownst to each other, kind of been running parallel in different direction or I, I, I’m sorry.

32:34

In, in different roles or in different situations, um, helping build other people’s businesses.

32:40

I mean, that’s what tangible was, right? Yeah. And even before that, that was my entire career. And so now we just started a business to continue doing that.

32:48

Yeah. Just But the time as our, you just joined, you just joined forces? No, we just, yeah. I like it. So, uh, explain, I guess you’re, you’re the coo, you’re the ceo.

32:57

I’m also the ceo. He’s the ceo, I feel like. And we’re matching and we’re matching.

33:02

Stanley, who’s that? This was on purpose. I’m curious what, I guess what brought, why do you two compliment each other?

33:10

What, what are some different skills that you mm-hmm. Obviously I can’t wait to see if it’s the same as what I know.

33:16

I, I, I’m curious if it’s the same combination of, of us. So I am like the guns slinger, I am just a crazy out there.

33:22

Try things move really fast. And what I’m not awesome at, um, is.

33:28

Like organization and like structure, which is ironic because I was, see, cause I was like the coo.

33:33

It’s, it’s the exact opposite of us, but it’s um, it’s just like I move fast.

33:39

Yeah, yeah, yeah. And I need someone to like, you know, check ground you. Yeah. Groundman. But I would never guess that because you put on these amazing events

33:46

that require a lot of attention to detail and a lot of organization. Well, I think, but maybe it’s other people.

33:52

No, actually it, I do. Yeah. And so I do. So it doesn’t, it’s. From the outside, you’re like, oh, that’s well organized.

33:59

That’s good. But it’s like you don’t see all the behind the scenes. I’ve got four kids, seven under seven to one.

34:05

So I think I live in chaos. So I thrive. Thrive in chaos. In chaos. Yeah. Organized chaos.

34:10

It, it would, if someone stepped into that, they’d probably go crazy. They’re like, how in the freak are you doing all this?

34:15

Yeah. Um, but for me it’s like, I’m just doing what I do. I have to, you know, when I get a call at one o’clock and like my kid needs

34:22

to be picked up and then I have to like restructure or like reschedule meetings and then yeah, that happens probably once or twice a week where

34:29

it’s like that’s where we thrive I think in events because like it’s a honestly chaos and you have to like, it’s chaos.

34:35

10,000 children, you have to, stuff happens, it stuff happens. You have to be able to be quick on your feet and like move fast.

34:40

And I think that’s where it comes together. And from the. Well polished. Yeah, you have to. You have to. But it’s not, you have to heard 500 people from this place, not on the

34:48

inside to another, but I, I’m curious what your thoughts about No, she’s not giving herself enough credit. She’s more organized than she lets on, but, um, no, I’m like the, I am the one

34:57

who comes in and is very, very strategic. So I, she’s like, okay, we’re running a million miles an hour.

35:03

And I’m like, yes, I’m keeping up. But then there’s some, there are some times, like we have a situation right now where we had a very interesting conversation and.

35:12

There is a bigger opportunity here. Mm-hmm. We need to like hit pause, pull it back, like really think deeply

35:18

about what this could be and create a bigger pitch for this specific. Partner. Yeah. And so, um, yeah, I, Lindsay is like here and now and here and now, and

35:28

she can see into the future and maybe I am staring into the future too far. So we are very complimentary in that way.

35:34

That’s cool. Um, I get very frustrated when I’m bogged down in the day-to-day and she thrives in that.

35:41

And so I really wanna live high level. And I wanna, I wanna see North Star and I wanna be the one that’s charting the

35:47

course towards it and dragging the team. Hey, let’s stay on course. Stay on course, stay on course. And I love to have all the idea people around me.

35:54

Lindsay’s incredible with that. It’s like, well, what if we did this? What if we did this? I mean, she’s very strategic as well. Um, and then I’m really good at, at, at wrangling all that

36:02

and saying, well, let’s drag it. This doesn’t necessarily lead us to the North Star. So let’s make, let’s, let’s put this outside.

36:08

Let’s focus on these three things. These three things are getting us to. I don’t know. How do you like that though?

36:13

I mean, we’ve had to be everything though. Lots of hats. Mm-hmm. Pure chaos. Yeah. We’ve done startup.

36:18

I’ve worked with all the people, you know, done all the things. Done all the things, done all the stuff.

36:23

Worked with all the people in, have four kids, you know, do all that stuff Love. What do we have between us? We have seven and kids.

36:29

Seven kids. Wow. So you got four and you got three. Three. Yeah. Yeah. How do you, how do you do.

36:34

How do you like I and our husband full time? My husband’s been outta town for like a week and a half too.

36:40

Oh my gosh. Cause you’re like drowning. She’s, yeah. It’s crazy. So yeah, I had three kids in three years.

36:45

I was kinda like Lindsay, like we didn’t have kids for five years and it was like, I don’t know, we just were like, I, I guess we’re not having kids.

36:51

Yeah. And then we had one, and then we had two more boom, boom, right back to back. And so I had my first right before I launched tangible.

36:59

And then I had my second right before we hit pause on tangible. Right before I went and worked in, I was recruited by a private

37:05

equity company to go and help stand up a, a very large startup. And, um, we grew from 72 million to 2.3 billion in 12 months.

37:13

So imagine that time. Wait, say that again. We grew from 72 million to 2.3 billion in, in just over 12 months.

37:21

What? Yeah. That’s great. Can you say what company that is? Um, yeah, I probably can PC.

37:26

Wow. They’re actually based here in Salt Lake. They, the, this private equity company, um, based in San Francisco, bought them,

37:32

moved their headquarters from LA to. And then, um, they’re based here now and they’ve grown just insanely faster.

37:38

They’re still on that same traject trajectory, but imagine that kind of chaos. Yeah. With, you know, like a one year old and a brand new baby and I can’t imagine that.

37:48

And then with nothing on my plate. Right. And then at the end of that year, or at the end of that, that following

37:54

year, I was pregnant with another baby and then I stepped out. We went through a transaction. I was able to essentially cash out and leave.

38:00

And that’s when we started Share House. And. Yeah, I was pregnant. I had like three months ago or two months ago.

38:06

Oh my gosh. Before I had my last. So yeah, it’s been crazy. How do we do it? Uh, we hire a lot of people to do all the stuff we can’t do.

38:13

I mean for sure. Great architect. Of course. Yeah. We have to. So like, I mean, we are very much so like the CEO at work and the CEO at home.

38:20

Like that’s how it has to be. And so I’m juggling so many people’s schedules at any given moment.

38:26

Yeah. And our husbands do work. Neither of them work like full, full-time, nine to five in an office anywhere.

38:31

They both are very entrepreneurial. So my husband has his own businesses. For sure. Um, which, you know, my husband’s almost like too entrepreneurial.

38:39

That’s why we have all these kind of side, these side businesses. I’m, yeah, we’ve got one of those. Yeah, we’ve got one of those.

38:44

Like you’ve got a North Star mentality, right? Yeah, yeah, for sure. I mean, like the main dragon has a new idea. It’s like, why don’t we do this?

38:50

Why don’t we buy this? What if we did it? I’m like, Oh my gosh. Like, come on man. We need to double down on like the things we are, we are good at, mainly

38:57

focused on, you know, like, let’s take the two that we, that are our best home run and let’s go after those.

39:03

But we do have a couple of other companies. We have, uh, an agency, we have a marketing agency that’s still live and working today.

39:09

And we get, yeah, lots of, uh, requests to work with different brands and we just take.

39:15

The groups that feel like you can help most? We, yeah. We, we, we definitely pick and choose and we try to refer where

39:21

we can, but, um, that’s actually in e-commerce space as well. So it’s called Wild Mustang Media, and that’s an agency.

39:27

Guys a cool name slim. These are so cool. Oh man. Thanks, Ivy. Wild Mustang Media.

39:33

I don’t know. Sky. Sky, yeah. Yeah. Okay. Anyway, so, um, yeah, so what happened is I told you my

39:42

husband’s a, an avid outdoor. We take tons of trips. Yeah. And especially before kids, we were doing lots of high adventure trips

39:50

and um, we would have to, you know, buy all this specialized gear and Yep.

39:56

Bus everybody back to these insane locations and get all these permits and whatever else is really expensive to do these trips.

40:03

And so it’s like Everest. Oh yeah. I mean, we didn’t do Everest, but Yeah, there’s like, I mean, they’re

40:09

like backcountry bear adventures, 30 miles canoeing back and you’re like in this super high dense, populated bear country and you have to have all this

40:17

spec specialized gear and whatever. Yeah. Oh my gosh. And you have to pack food for a week for 15, 16 people, whatever.

40:23

Yeah. Um, so anyway, we, we had to buy all the gear and so my husband, I.

40:29

I think he maybe just reached out to a company and just said like, Hey, we’re doing this trip.

40:35

Can you sponsor it? And we’ll, we can show your product and application. Do you wanna sponsor the product?

40:40

And so he, he, it was just like a random outreach thing and they were like, yeah, for sure. And then he just kept doing it.

40:47

And we got like, everything, sponsored all the gear. I mean, we were talk, we had like seven Yeti coolers that we were

40:53

like hauling up in the mountain up into trees to keep away from bear. I mean, we had like all the best gear ever and the promise was, okay, well we’ll take

41:02

our cameras back there and we’ll just. Actual imagery of us using your products in application.

41:08

It’s application based marketing. Yeah. Yep. And it’s kind of, it’s kind of the same idea as user-generated content, right.

41:14

And so, um, we got all the, all of the gear and on our first trip

41:19

and plus cash to just like pay for everybody to get up there and, yeah. Uh, rent the canoes and pay for the hotel the night before

41:27

and the food and whatever. And so then it was like this free trip for everybody. Plus we all got to like pocket a little money.

41:32

Yeah. That’s the best. That’s amazing. Yeah, it was, it was crazy. So then that kind of like started a thing where he just like, Any

41:40

trip he had, anything he wanted to do, any gear he wanted, it just, he would just pitch for it. And then, uh, yeah, it was just, yeah, it was only a pill or only downhill

41:49

from there, it was like he was, you know, productizing or packaging out exactly what his offering was, and then he was planning trips around.

41:55

It’s like, okay, we’re doing. Uh, a beach trip or, or a summer like desert feel we’re doing winter,

42:02

uh, uh, mountainous and snow feel so that then he could pitch ahead of time ahead of those seasons and say, Hey, what gear do you want?

42:10

And so, yeah, like there, there are companies all over the country that have photos bigger than this wall printed out that he took.

42:16

He’s an amateur photographer. Amateur videographer. Yeah. That’s really, really cool though. But the content was so good cuz it’s like in application, right?

42:23

Yeah. And so there was just a. Especially because they’re working with influencers. And this was maybe more at a time when influencers were like very transactional.

42:31

It was like, give me the product and pay me this and I’ll, and I will post for you. Yep. But they weren’t really leveraging the fact that they could say, oh, and I’ll

42:39

give you 10 20 B-roll photos or videos from my, you know what I mean, to use

42:45

however you’d like and I’ll charge more. Yeah. And so we kind of came in right in the middle of that and took that opportu.

42:51

So anyway, that’s, that’s super cool. And I, my, my background’s in photography, I was a professional photographer Cool. For many years and was on a lot of very similar trips.

42:59

That’s awesome. Shooting for a brand so that, that it’s, get it. Cool. And that’s fun. Mm-hmm. It’s super fun, especially for the people that get to shoot the content.

43:06

I do a lot of those trips, but I pay for ’em because now, you know, you gotta, I mean, they don’t pay a lot of stuff too Love.

43:13

But yeah, I mean it was fun. It was really fun. He got a ton of good stuff and so he’s worked with, and we, I should

43:19

say we, cuz I’m always a part. We’ve worked with D G I directly with their, uh, Chinese office.

43:25

They have called us several times since Yeti cooler’s. Uh, uh, TIVA, like everybody had, like all the gear Tiva, uh, camp Chef.

43:35

Um, life straw, I mean all the, the directly with their corporate offices and overseas, wherever.

43:41

So yeah, all the top companies. And he just went after the biggest fish he could find, just went down the list.

43:47

He actually, our first outreach, he pulled a list of all the people who attended outdoor retailers, and then he just contacted them one by one by.

43:56

That’s so smart. I think so. There you go. That’s a great gorilla. Marketing Mary. Yes. Yeah, it is. Totally.

44:01

And I think that that’s a great thing for listeners to hear is. When you wanna start something, you have to try a little bit, right?

44:10

Yeah. Mm-hmm. Like so many people, I go, I feel like I’ve gone to a hundred lunches where people have said, Hey, how do I, uh, get something going?

44:18

I wanna start a business. And my initial reaction is always like, well just go do something, like reach

44:23

out to 10 brands, put ’em in an Excel spreadsheet and write notes on it. Mm-hmm. Do something.

44:29

And that’s where I think LinkedIn can become very powerful too. These brands are so accessible through, uh, LinkedIn or Instagram, and you

44:38

don’t, you don’t even realize it. Like how did you get in touch with those brands? I think just, I think, I think so.

44:45

I mean, he, or finding an email on online. I wrote, yeah, I wrote, I think he would find their email. Yeah, yeah. Honestly. But I would write the content or the outreach emails, and then he just

44:53

did all the, the heavy lifting, but he just scoured through outdoors. But that’s what it takes though, especially to land,

44:59

especially for sponsorships for. Yeah, like it literally just takes you hustling to be able

45:04

to find who to reach out to. Because I know like when we did everything food conference, we were reaching out.

45:10

International brands like DeLong, like the coffee maker. I mean, we were reaching out to mult, I mean multi hundred

45:16

million dollar brands mm-hmm. To say, Hey, come give us, we needed money to buy out Eccles Theater. Mm-hmm.

45:21

We were the first, uh, event in there, and it was gonna be like a hundred thousand dollars to rent that out for like two days.

45:27

Mm-hmm. Full two days, the whole space. Oh. Day. And we were like, okay, well we need to find all of this money, you know? Yeah. To do that.

45:32

Plus all this stuff. So we have to go find basically $2 million worth of sponsorship. Mm-hmm.

45:38

In a matter of. It’s like, it just literally takes you hustling to find the right person,

45:43

get the right in information in front of them so they can make a decision. Feel like Lindsay’s like two mil.

45:49

Yeah, no problem. Yeah, I’m actually, well, that’s a nice, that’s a nice venue. I, yeah, I’ve worked with a lot of startups where you have zero marketing.

45:59

Yep. Budget. So every event, this is literally just that I’ve, I’ve put on even like that.

46:05

Cyber Craft Summit. We did a, we did a range day where we had like a helicopter.

46:11

We did. Yeah. Jeez. Tactical training. You don’t have any money.

46:16

You have to go find the money. Yep. Um, and that’s something going back to what you’re, you were saying,

46:22

um, I think the biggest advice I would give for people is like, you have to put your, make yourself vulnerable and put yourself out there.

46:31

Be like, Hey, I picked a. Here’s the venue. I’m doing this. And that really just lights a fire under you.

46:38

Like you have to figure it out. It out. You booked the stadium. Yeah. You have to come up with a hundred thousand dollars to figure it out.

46:44

You have to. You have to. Yeah. It takes a lot of hustle. It takes, but if you hold yourself accountable, and I think even that

46:49

social aspect of like LinkedIn, like LinkedIn’s holding you accountable now. Mm-hmm. A hundred percent. You put it out to the universe, like you have to figure out how to do it.

46:58

And I think that that’s something that it’s powerful. Uhhuh. Totally. And, and I’ve struggled with that where I’ll put something out there on

47:05

the internet and think, oh no, now I have to go and actually accomplish. That’s exactly what you should do. But for example, I tried to, I tried to run a hundred mile race

47:15

and I had trained all summer. I put it out there publicly. My brother, who’s a videographer was like all film the whole thing.

47:23

So now there’s this pressure while I’m sitting there running and I ended up getting injured at mile 52. So I swam halfway around the lake and then turned around, you

47:30

know, like it was just terrible. And. It made me feel like, oh, I totally failed and then I cut.

47:36

No, but you didn’t. Then he cut his hair and then he is like, I’m gonna reinvent myself. Well, but you cut your superpower. Did you know that?

47:41

Yeah, I know I did. I cut my superpower. But he’s Simpson. He’s disguise in the world of entrepreneurship, like

47:48

you are going to fail. It’s a Oh for sure. Guarantee. And you know, You guys have both had experiences where at tangible Covid hit,

47:57

you had to refund a thousand students. Mm-hmm. And then now you’re on this massive trajectory with Share

48:03

House in a great direction. You’re venture backed. Like what a positive outcome.

48:08

And I think that that is how the universe works, how the world works. It’s gonna be.

48:14

Really hard. You gotta put yourself out there. Yeah. And commit to something. There will be failures, but with every failure, you know,

48:20

comes your next opportunity. But you may as well work hard and fail. Like, if that makes sense.

48:25

Yeah. Like you may as well give it your all and fail. Cuz then it’s like at least you knew you gave it your all and

48:31

it wasn’t like something else. That’s at least how I’ve always felt about it. It’s like at least.

48:37

At least I really tried. Half-ass failure is not failure. It’s just you gave up. Yes. Hundred percent.

48:42

Well, the, the, the thing that you’re saying there is kind of interesting cuz this is what I found for myself. Um, just think of everything you learned from trying a hundred percent.

48:52

I think there’s like, that’s better than. Some college education’s out there. Oh my gosh, yes. So like, it’s not really failure if you put that into perspective, it’s like you

49:00

had to figure out how to do something you didn’t know how to do before. Exactly. So that’s, that’s where it kind of comes around. It’s like I, there’s been so many times where I have done things

49:08

that I’ve never done before. I had no idea if they were gonna work out. Some of them didn’t work out. It’s super awesome.

49:14

Yeah. I’m an accelerate, right. A first year thing. You had no idea. Yeah, and I was pulled into that like kind of last minute, so I.

49:19

Hats go off to like Emily Oh yeah. To the crew there. So like they pulled it off.

49:24

Yeah. And I was like, okay, I’ll just be in the background. Like on the marketing side. Yes. But yeah, for sure for something like that, they just had

49:30

to like, that was massive. They were extremely successful. Yeah. On that side. Um, but for my own experience, and um, Madeline can speak to

49:38

this on, even on the tangible sky side, you are doing something. So I have a big belief in like, Failure.

49:46

Um, we’re actually potentially planning a conference around this. You’ve probably, you’ve probably got a million conference ideas at

49:54

this point between the two of you. I love it. I know, I, I had an idea, um, a while back to do a fail fest.

50:00

You know, like there’s the start fest. Oh, yeah, yeah. The celebration of failure. Because that’s where we really grow and we learn and we, um, and people don’t talk.

50:10

First of all, entrepreneurs don’t talk about it cuz it’s not sexy to talk about it. Oh, we’re gonna make it sexy.

50:16

I like it. There’s gonna be like a therapy session, honestly. Well, and what a great thing. It’s gonna be sexy. Really cool. Yeah.

50:21

That’s a great thing to do for e-commerce brands to make them not fear that. Yep. Exactly. And that’s what you did a lot of on the, for anyone, al side,

50:28

for anyone really, you know? Mm-hmm. There’s, there’s, um, There is so much value in feeling like there’s

50:35

nowhere to go butt up, you know? And I think that the only way you can feel that is if you

50:41

are absolutely at rock bottom. Yeah. If you feel that. Well, and so, and I have felt that I’ve been there. That’s like where I come from.

50:48

And, um, but it, it, it, it definitely made me who I am and helped me to take those chances, move to LA when I was 18, moved to New York and do big things.

50:56

Yeah. Because I had nothing else to lose. I didn’t have anything to lose, absolutely nothing. Do you mind me asking, what was your rock bottom, I guess?

51:03

Yeah. My, yeah, my family, my parents went through a very, uh, messy divorce when

51:09

I was 15, and my mom and my siblings and I, we were homeless for a time.

51:14

My mom couldn’t afford food. We didn’t have cars, we didn’t have phones. Nothing. Yeah. And so, um, I mean there, that was very difficult, but there is

51:24

so much value that can come from actually experiencing what it feels like to have nothing more to lose.

51:31

Yeah. And so, um, you know, if any, if everyone could feel that, if everyone could feel that, or, or even just.

51:39

Uh, get into that head space. Yeah. You do anything. You do anything, right?

51:45

Yeah. It’s like, ah, I might as well try. Ah, yeah. You might as well move to New York. I have no money. Yeah. I don’t care. Like, whatever. It’ll work out.

51:50

Yeah. You know, like, yeah, I, I’ll, I’ll find somewhere to sleep. I’ve done that hustle before, you know, like, I’ve done that before. Sleeping in random people’s houses.

51:56

There’s your, there’s your corner. That’s your box. You know, like, oh my gosh, that’s, wow.

52:01

You can, anyway, there’s a lot to, to. If you could just get over that.

52:06

If everyone just could get over that, like, I’m gonna lose something. Like, what are you gonna lose?

52:12

What are you gonna lose from trying? Yeah. Nothing. Yeah. I’m not gonna lose anything. What? A little time. But you’re gonna gain some relationships.

52:18

Mm-hmm. You’re gonna gain some experience. Mm-hmm. Yep. It’ll, you know it, it’s trajectory. Right. I think there’s a quote by Jay Sheti that says, failures are only

52:26

failures when we don’t learn from. Because when we learn from them, they’re called lessons. Yes. And I think that that’s a very profound way for entrepreneurs to look at

52:35

their journeys is you’re going to have low points and there might be a conference that doesn’t work out or a, a startup that doesn’t work out.

52:45

But ultimately you learn from that and look at what it’s turned you into. Now it’s put you together into venture backed business where only,

52:53

what is it 5% of businesses are. 5% of female owned businesses get venture backed or something like that.

53:00

I don’t know. I don’t look at any of those female stats. Yeah, but I think it’s, you’re like, we’re just gonna destroy. I don’t, I don’t, yeah, we don’t have.

53:08

We, I, I don’t know that we subscribe to much of that, to be honest with you, to that narrative. Yeah. Mm-hmm.

53:13

Um, definitely we’re female. Female founded and run. Yeah. And, and venture backed and all of that. But I didn’t know that.

53:19

I subscribe to a lot of the, like, female, uh, narratives around, like, women make less money because I come from, you know, nothing.

53:27

And I, I had to fight yourself. Where to where you are today, where I am. And I feel like there is have been plenty of opportunities

53:34

where I’m the most paid person. Because I bring the most value and because I advocate for myself, for sure.

53:39

Women don’t do that enough, you know? So, so, but I’m not gonna, I don’t know. We’re not, we’re not subscribing to that.

53:46

But yes. But, but I love, I absolutely love that. Yeah. That’s amazing. Well, to wrap this up, cuz I know you guys have to get going.

53:54

Um, I think w we’ve talked a lot about Share House, what Share House

53:59

is, and then who you are as a. Um, where do you guys go from here?

54:04

What’s next for Share House and uh, what do you see the next few years looking like? Yeah, going back to our North Star, I mean, we wanna be the eCommerce

54:12

authority and so we need to continue to align with the right people and the right things so that we attract the right people and the right things.

54:19

And so that’s what we’re doing. We’re just going to continue productizing what it is that Share House. And build out that offering and, and try to plug into e-commerce

54:28

brands in the best way that we can. We’re also providing, you know, services and, and, and promotional opportunities

54:34

for vendors and service providers too. So we kinda have these two communities that sit side by side and that we

54:40

are catering to in different ways. And so we just only see that growing. Very cool and growing up far and wide outside of the state.

54:46

And, uh, we’re, we’re, we’re very excited about where it’s going. And then on the Lindsay Ivy side, I know we’re gonna expect a cool thing.

54:53

There’s gonna be, there’s gonna be a lot of like, there’s gonna be a lot of crazy stuff. Pancake Breakfast marketing.

54:59

We’re doing the Disney trip with e-commerce founder. I saw that’s pretty cool. Um, so we’re, we’re taking 20 to 25 e-commerce founders to

55:08

Disney for a day with Levi. He actually came to, um, us with that idea, so we’re like, yes.

55:13

Yeah. So we’re who I thought about starting an e-commerce ranch. Crazy ideas. I know, I know there’s a lot of interest in that.

55:20

So, uh, yeah, we’ve just had some really fun ideas. It’s going to continue doing the unboxing videos or undressing.

55:27

Yeah, yeah. Building the consumer side and other groups like that, and really becoming the trusted advisor in the.

55:33

Where the brand owners feel comfortable coming to us and asking us like to make those connections for them and just.

55:41

Being that resource for everyone. Mm-hmm. And without you guys being unique, right? Like if you don’t have these unique approaches, brands will

55:47

not ever think to reach out. Right. Attract into it. Yeah, for sure. That’s cool. You have these structures and these systems, but what’s cooler is, man,

55:56

what a unique approach you took. I know that I can turn to you as an advocate, as a trusted advisor.

56:02

And I think that that’s a really cool approach you’re taking with like, and they can learn even better ideas that they’ve never come up with.

56:07

Cuz you guys are, you’re the creative powerhouse, you know? Right. Well, you know, and we have this service provider, technology

56:13

team, vendors, community. We have the brand community that we’re building, but we’re also building a consumer community.

56:18

I mean, if you think about the only brands, unboxings, that’s not meant to be. For the service providers or it’s meant to be, for ddc, it’s meant to be

56:25

to attract a full consumer audience. And so eventually we hope that the brands will come to us, run to us because

56:32

they have a new product that they’re launching, a new company that they’re launching, and we have a fully built in.

56:38

Consumer audience that loves to participate in this content that’s funny and in entertaining and also, uh, gives them access to cool products.

56:48

Yeah, totally cool product companies that are doing big things that they may not know about. So yeah. I love that.

56:53

Well, we really appreciate the time today. It was super fun chatting. Thanks. We’re hearing about your story and, and, and everything.

57:01

Where can people find out more about Share House Connect with you? Lindsay connect with you and.

57:07

So share house.com would be a good place to start. We have a Slack channel, um, and we can give it to you to link as well.

57:14

Cool. So people can join our community. Just join, you’re in. Yeah. You can join through the website and then I’m Lindsay Ivy.

57:23

Wearing a hat on LinkedIn. LinkedIn. Awesome. Awesome. If that helps. Yep. Same as me, Madeline Van Hoff on, on LinkedIn, and you can find us on

57:31

Instagram, TikTok, and on the web. Oh, we have an only brands.us if you, um, that people can join

57:38

as well on Instagram and TikTok. Oh, that’s gonna be awesome. Yeah. Yeah. Following that, I’m just more excited to see more of Levi in a Yes, in a robe.

57:46

I can’t wait. You’re gonna get more creators too, right? Yeah. Yeah. Oh, we, yeah. So. We were gonna pull John on the initial ones, but I’m like that

57:53

could be a little too sexy. We need to like establish this first as like a friendly, don’t wanna get

57:58

banned from like the first video. So you have contact guidelines? Yes. That’s hilarious.

58:04

Have you met John? Yeah. Well, great. Thanks so much you guys. Really fun to be with. Appreciate you.

58:09

No, thank you. Thanks for coming on.

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