Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Johnson Jeng, co-founder, and CEO of SOUPPLY, located in Westminster, CA, USA.

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

We're SOUPPLY, by 360 Culture. 360 Culture is an innovative food company that believes everyone should have access to lasting food without the use of preservatives, and our target audience is any busy individual that wants access to restaurant-level food anytime, anywhere.

Tell us about yourself

SOUPPLY isn't my first venture. Over the last decade, I've built and launched multiple brands, mainly in the tech space. Historically, I've tried my best to build companies or brands that can leave a lasting impact on the future, and when we started SOUPPLY, we had just that. Canned food isn't new, but putting food in a sustainable shelf-stable pouch is still a relatively new category. We've spent the last few years working with USDA to get approved and be able to package real meat in a shelf-stable pouch for storage and shipping without refrigeration. The ability to transport sustainable food in lighter containers while saving gas money is huge for countries with limited access to food supplies. While we're still fairly young, our canning provider is a 30+-year-old food manufacturer experienced with packing food products. We've been working tirelessly with them to see if we can bring a new form of food packaging to market.

What's your biggest accomplishment as a business owner?

Money is just money and while good businesses can achieve profitability, reaching specific milestones for any company is critical. My biggest accomplishment as a business owner has been to give back to the community. While on a mission to change the world, one bowl at a time, we donate a portion of our sales to Feeding America, one of the nation's largest domestic hunger-relief organizations. It's organizations like that that help drive our teams' hunger for accomplishing some of our biggest goals - like the ability to ship food globally and decreasing costs of transportation and waste.

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

I think I speak for many companies when I say this - exposure and education are the biggest challenges. Educating the general public about a new thing is always hard, and many consumers don't realize the amount of work behind the product that ends up in their hands. Some of these things include explaining to customers that "We don't actually ship these packages ourselves, and shipping companies like UPS or FedEx do." Or why our products cost more than instant noodles when you're comparing real cooked meat vs. dehydrated meat bits. Some of these hurdles can be overwhelming, and as business owners, we try our best to educate customers to the best of our ability and hope they give us a shot.

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

  1. Plan ahead. Costs of expenses are rising, so whatever you're allocating for expenses, make sure you give yourself a sufficient buffer. A good example is how at the start of the COVID-19 pandemic, freight pricing from international countries rose significantly, and recently, gas prices rose significantly, raising the overhead costs of goods. Many of us have planned for some increase in costs but did not expect jumps like what we experienced. Planning ahead and budgeting for the worst can help prevent any catastrophic mistakes.
  2. Put your faith in a trusted mentor. They can be a family member, former colleague, or even an influencer / third-party source. Having a mentor who has been where you are and who will give you non-biased feedback is vital. I highly recommend listening to The Real AF podcast by Andy Frisella. Try a few out mentors - you won't know if they're the right one for you until you give them a shot.
  3. Educate yourself. The world is evolving at exponential speed. Soon in the future, we're going to be able to cure diseases much faster, prolong human life, and there is even the possibility of populating the moon. As technology progresses, so do systems, apps, and tactics - it's much easier to reach an audience of 10,000 today via social media vs. ten years ago when we relied much on billboards and flyers. In the last few years alone, digital marketing tactics and channels have changed significantly from Snapchat to Twitter, TikTok to Facebook, Instagram to YouTube, and more. Understanding the current tools and platforms can substantially cut time to your product launches and help you become more efficient. For example, software platforms like Asana, Monday, and Slack can help with planning efficiently. So take a step back, take a good look at all the new technology available, and educate yourself with platforms and automation to see how to streamline your day.

Is there anything else you'd like to share?

Never feel like you're stuck. Starting a business is tough, and many entrepreneurs go through phases where they feel like they've lost the battle. But, remember, the war between success and failure is everlasting, and you will only fail when you throw in your hat.

When you get stuck, take a deep breath, talk to your friends, and go online and join other communities to ask for support. Don't let social media and others discourage you too much from your goals. However, you must understand that not all products/services/companies will progress and succeed the way you want. Accepting that reality is not defeat, it is a different way forward, and that sometimes it is better to move on.

Make sure you seek support from those outside your circle, people you don't know, to get a clearer picture before throwing in the towel. But, don't despair, as some of the most important experiences we learn in life are because of the worst experiences we went through. Take your lessons learned and apply them to your future.

Where can people find you and your business?

Website: https://soupply.com/
Facebook: https://www.facebook.com/eatsoupply/
Instagram: https://www.instagram.com/soupply/
LinkedIn: https://www.linkedin.com/company/soupply/

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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