Ricardo Marquez and Mina Park are the founders of social media company Crispy Hen.
Courtesy of Crispy Hen
Companies based by individuals of shade have been disproportionately affected by the pandemic: Asian, Latinx and Black enterprise house owners fell by 26%, 32% and 41%, respectively. However many have been in a position to determine a components for fulfillment throughout Covid-19.
For(bes) The Tradition spoke with a number of enterprise house owners of shade to find out how they have been capable of maintain profitable companies in the course of the pandemic.
James Lindsay is the founding father of Rap Snacks.
Courtesy of Rap Snacks
Key Stats: From trial-size baggage to family-size baggage of potato chips, Rap Snacks is now supplied in additional than four,200 Walmart shops and 13 divisions of Kroger.
Based by James Lindsay, the potato-chip firm was first bought in 1994 at native mother and pop comfort shops throughout Baltimore, Washington, D.C., and Philadelphia. The model relaunched in 2016 with new packaging, and since then has turn into a multi-million greenback firm, bought in Kroger, Walmart and Spencer’s.
The pandemic impressed new concepts that helped the model thrive in a time of disaster: Lindsay’s enterprise accomplice of 25 years, rapper, producer and entrepreneur Grasp P, satisfied him to leap into an untapped market of ramen noodles, which has boosted the corporate’s gross sales this yr. They at present provide three flavors: Creamy Hen Gumbo, Beef Prime Rib and Louisiana Scorching & Spicy Hen.
“Oftentimes we’re shoppers of noodles in poor Black communities, however we aren’t producers of them,” says Lindsay. “I tapped into this market so I might break the mildew within the meals business and provide one thing that might be crafted towards our style buds.”
The corporate has additionally thrived by merging its branding with popular culture icons. Latest partnerships have included a line of potato chips and noodles with rapper and file government Rick Ross, in addition to a line of assorted potato chip flavors with rapper Cardi B.
Sharie Wilson and Tonya Thompson are the cofounders of DreamGirls Hair Care.
Courtesy of DreamGirls
Key Stats: DreamGirls Hair Care made greater than $100,000 in 4 hours throughout their pre-Black Friday gross sales this yr.
Cofounders Sharie Wilson and Tonya Thompson didn’t plan to launch DreamGirls Hair Care in the course of the pandemic. However the sisters, who personal two salons, additionally known as DreamGirls, in Los Angeles and Sacramento, have been involved about their clients with the ability to correctly care for his or her hair in the course of the nationwide shutdown, so that they created wholesome hair starter kits for them to make use of at residence.
Thompson says lack of seed cash to launch the model was a priority. “Initially we launched with a pre-sale,” she says. “Our purchasers waited eight weeks for our merchandise to be shipped.” These funds, together with their private financial savings, helped them buy extra stock.
On Thanksgiving eve, Thompson and Wilson made $100,000 in 4 hours and $500,000 within the month of November. The DreamGirls duo attributes a lot of their success to pivoting to a five-step hair care course of that educates purchasers to maintain their hair from residence.
Wilson says the corporate has plans to develop quickly, and are releasing a styling cream and leave-in conditioner, together with different academic elements, corresponding to a licensed styling program within the U.S. and overseas.
Key Stats: Crispy Hen is among the solely social media companies based by two individuals of shade.
Social media firm Crispy Hen, which provides social technique, content material creation and social administration providers, got here up with a technique surrounding greatest website positioning practices, beginning with the identify of their firm.
“We have been at dinner collectively attempting to provide you with firm names,” says Ricardo Marquez, cofounder of Crispy Hen. “I ordered a crispy hen sandwich, and made a joke about that changing into the identify.” After just a few horrible puns, his cofounder, Mina Park, searched the identify Crispy Hen and noticed it wasn’t trademarked. “We considered it in a single day and determined to go together with it.”
The corporate was based in 2018, when Marquez left Kevin Hart’s LOL community as a digital marketing consultant, and Park left Fox Sports activities as a digital content material producer. Additionally they beforehand labored collectively as content material producers for the Main League Baseball community.
Throughout the shutdown, Marquez and Park realized celebrities wanted to succeed in audiences and types in information methods. “We do that by the reuse of belongings these corporations have already got,” says Marquez. They work with manufacturers together with Viacom, VH1, MTV, Cameo and LOL community by repurposing tv spotlights into well timed movies and relatable moments to match social tendencies.
In 2021, they’re hoping so as to add a improvement division by which they will promote exhibits to YouTube, pitch social media platforms and optimize the digital viewers by partnerships with influencers.
Candy Cookie Wash
Starr Dawkins is the founding father of Candy Cookie Wash.
Courtesy of Candy Cookie Wash
Key Stats: Candy Cookie Wash bought over $100,000 of its all-natural female hygiene merchandise on Black Friday.
Social media influencer-turned-businesswoman Starr Dawkins launched Candy Cookie Wash in 2017 to make ladies really feel assured about female hygiene. “Most manufacturers capitalize off ladies’s vaginal points and insecurities,” says Dawkins. “We work to normalize the subject surrounding vaginal well being.”
The corporate’s stock consists of greater than 30 female care merchandise with eight classes, together with being pregnant, after delivery and PH steadiness. The corporate’s probiotics, slippery dietary supplements, cookie wipes and bikini line spot remover are amongst her hottest merchandise.
Dawkins began her model with no cash to take a position. She used cash from pre-orders to purchase supplies to provide and ship her merchandise. “[In] 2020, I’ve revamped $100,000 every month,” says Dawkins. “Once I launched my Pink Friday sale and noticed $100,000 in 30 minutes, it shocked me how profitable my enterprise had turn into.”