Social Lite Vodka is a canned vodka soda cooler that was invented in a Canadian kitchen. Founders Kevin Folk and Dan Beach found an untapped niche in the vodka cooler market and filled the need for healthier, sugar free alternatives. Kevin and Dan are your regular guys who prior to the creation of Social Lite, do not hail from the beverage industry. Their success in getting a product they created at home on to store shelves is quite an amazing feat considering all their competitors are large corporations with marketing budgets to match. They met while studying engineering at the University of Guelph. After graduation, Kevin went on to work as an Electrical Construction Project Manager. Dan obtained an MBA and worked as a Business Analyst for Deloitte and BMO. These entrepreneurs both lead active lives, running ultra marathons and playing ultimate frisbee. Socializing and drinking alcohol doesn’t lend well to a healthy workout routine. Who wants to go train for a marathon with a hangover? But the passion for exercise doesn’t mean precluding a social life. Dan and Kevin became pretty proficient in mixing their own vodka sodas, and serving them to their friends. Why are mixed drinks on the market loaded with sugar and calories? Their kitchen-created cocktails amazed their friends because they actually tasted great without adding sugar, or anything artificial for that matter. You may be surprised to know that companies that sell alcoholic beverages are not required to provide an ingredients list or the nutritional breakdown on their products. The number one cooler sold in the LCBO contains 33 grams of sugar and two hundred plus calories per can. Social Lite on the other hand contains zero sugar with only eighty calories per can – and it is also gluten free. Another important marker between Social Lite and other pre-made vodka coolers on the market is colour. Social Lite does not add artificial colour. I am going to examine how Social Lite entered the market, how their supply chain works and uncover lessons for future prospective entrepreneurs.
If there was a brand that is strikingly representational of the success of the millennial generation, through being an entrepreneur, believing in community, authentic conversation, and utilizing social media to create an industry leading company, Glossier by Emily Weiss fits that bill. The company was cultivated in a very “millennial entrepreneur” manner, and the use of social media metrics has been a critical component in helping to develop and build a successful platform to reach and engage their community across a multitude of platforms (Milnes, 2017). How companies use social media to engage their customers, product users and community in this day and age can be make it or break it; or at any rate, have a huge impact on their relevancy in the market and their industry. It is well discussed by course material for the Social Media for Business Performance at the University of Waterloo, of the use of social media in relation to an organization’s goals: “The starting point for all metrics is the goals of the organization. The metrics that are identified for each area of the organization should stem from these goals. Your social media metrics should be carefully aligned with your organizational goals, driving social media behaviour that will contribute to these goals’ achievement.”
Sephora has made a global presence in the last few decades in the cosmetic industry. Founded in France 1970, by Dominique Mandonnaud, which was then sold to LVMH in 1997. The company had quickly evolved with retail stores expansions and a wider variety of products. Sephora offers a large range of products such as fragrance, makeup, skincare, hair products, and accessories. In the last few years Sephora has taken a massive transition into digital retailing as the company uses social media as a main platform to expand the brand.
Organization name: Foiled Cupcakes Industry: Food, online Bakery Company Contact: Mari Luangrath, Head Cupcakeologist of Foiled Cupcake Web references: Foiled Cupcakes Description of how social media is used for business performance: In 2009, when Mari Luangrath was getting ready to launch her online home-based cupcake business she ran in a massive setback – the overseas web developer that was creating… Read more »