Where Tales Are Born - Hook Hand Rum

Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Dan Olson, Co-Founder of Hook Hand Rum, located in Laguna Niguel, CA, USA.

What's your business, and who are your customers?

I am a co-founder of a Rum Company with my son and his friend. The company is named Hook Hand Rum. As with any spirit brand, we have two types of customers. The first is the people who will sell our products, bars, restaurants, and retail stores. The second type of customer is the people who buy rum. We will focus on both types as we get started because they are both equally important to our success.

Tell us about yourself

I began my career owning my own business, an ad agency, and I did this for fifteen years. I then went to work in the corporate world and was an agency leader for a large holding company running the western region for Wunderman. After leaving Wunderman, I returned to my entrepreneurial roots. I now own and run three small businesses. I have a Marketing Consultancy called The Loyalty Consultants and an online e-learning platform for online piano lessons called Learn Keys by Ben, and of course, I have the Hook Hand Rum.

As a person who has served equal time in both camps, I can say that owning and running your own business can be much more rewarding than working as a corporate executive. I have a theory about people. I believe that there are two types of people in the world, employees and entrepreneurs. The way I have learned to identify each is that the "employee" will always ask, "What do you want me to do" these people are very important to any organization. These people work best when they have large teams and plenty of resources; they actually appreciate process and structure. The "entrepreneur" will always ask, "what problem do you want me to solve." These people usually don't like rigid processes and having to deal with gaining consensus; they typically are more focused on achievement and success. Now I am not saying that employees can't run a successful business or that an entrepreneur can't work in the corporate world. It just isn't going to be as easy and smooth. I recognize this about myself now. I am happier owning and running my own business. I am happier with the freedom to explore options, think outside the box a bit, and ultimately succeed in a way I designate.

What's your biggest accomplishment as a business owner?

Without a doubt, it is creating a rum brand from scratch. Spirit brands that succeed do so because they have a brand that emotionally connects with people. People order what they drink at the bar not because of the brand but because of what order that brand says about them. When I was a young executive, I would proudly order a Kettle and Soda so that the people with me would ask, "what's that?" This is the challenge of any brand, really, but it is critical to spirit brands.

We have created a brand story in Hook Hand Rum. It is based on a pirate named Bartholomew Scott. Now Bartholomew was a man who was both notorious and revered. He was a man of many passions, but his greatest was rum. In fact, he never stole gold or jewels; he only stole rum. And there is a story behind that. He flavored all the rums he stole to mark them as his own; Blood Orange was his favorite, and there is a story behind that. Bartholomew had an alias "Hook Hand," and yet no one knows for sure, but the legend has it he had both hands intact. And yes, there is a story behind that. So, Hook Hand Rum is a brand to be experienced. The rum is a Blood Orange Flavored rum with hints of Madagascar Vanilla, and it tastes fantastic. But we have created a brand that is so much more than just a rum. Our brand tagline is "Where Tales are Born," and we have centered the brand around the idea that when people get together and share the stories of their lives, this is where we, as a brand, want to live. We, as humans, connect with each other through the stories that we share. Hook Hand Rum is a brand for people who love the idea of stories and love to share and hear tales from life.

Creating this brand and seeing how it has been accepted by people and how they love the rum and the brand, in my opinion, is my greatest accomplishment.

What's one of the hardest things that comes with being a business owner?

The hardest thing is getting funded to start a business, and yes, there are other things like a lack of resources and people, and much of the work falls to the entrepreneur. To be a business owner, you must be able to wear many hats, and usually, when you own your own business, being a finance person is not one of your strongest suits. To be able to work in the fundraising world, you must learn that world because they will not care to learn yours.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

1. Have a plan: We live in a world where we have the idea that you should fail to succeed. Do everything rapidly. Gain an MVP and run with it and let the market show you how to change it. This can work in digital products, which are less expensive to create and almost free to distribute. But not all businesses can do this. So do your best to work through the challenges on paper first. Make it bulletproof. It will change, and you will also fail in some steps, but in having a plan, you keep your focus, and you can measure progress.
2. Answer the why questions: People will ask you what problem you are solving. And yes, it is true the best products will always solve a problem. But sometimes, the problem can be just a better alternative. Or, better yet, a brand that emotionally connects with its customers, I have found that it is the best question to answer. People use commodities but have plenty of choices. They desire the brands they connect with and have only one choice. So ask yourself - why would people care about your brand? Why would they buy it? If you can answer all the "why questions" with strong, solid answers, you have a good and even better chance at success.
3. Be ready for the long game: I have always said overnight successes take ten years. And the more I do, the more I see this. Once you hear about a brand, you may think it is just getting started. What you don't see is what it took to get there. So be patient, and never let your energy drop. Be enthusiastic and always act like you're running an ultra-marathon.

Where can people find you and your business?

Website: https://hookhandrum.com/
Facebook: https://www.facebook.com/HookHandRum
Instagram: https://www.instagram.com/hook_hand_rum/
LinkedIn: https://www.linkedin.com/company/hook-hand-rum/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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