In 2007, when James Hirschfeld got the idea to start an online invitation company, the first person he turned to for help was his older sister, Alexa. Together, they were inspired to create a brand that combined the ease of digital correspondence with the beauty of paper. Along the way, the founders faced myriad challenges: convincing investors that people would pay for virtual paper, settling on the right business model, and—worst of all-- the existential threat of Covid. 15 years after launch - Paperless Post has sent over 650 million invitations, and has even been parodied on Saturday Night Live. This episode was produced by Kerry Thompson with music composed by Ramtin Arablouei. It was edited by Neva Grant, with research by J.C Howard. Our engineers were Robert Rodriguez and James Willetts. You can follow HIBT on Twitter & Instagram and sign up for Guy's free newsletter at guyraz.com. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

This week, Guy is joined by Leah Solivan of TaskRabbit, Scott and Ally Svenson of MOD Pizza, and Holly Thaggard of Supergoop! to answer questions about reaching new customers from three early-stage founders in this special “mashup” episode of the How I Built This Lab Advice Line. First, Erin from Alameda, California wants to introduce users to an online divorce platform so the legal process isn’t any harder than it has to be. Then, Kaveh in San Diego seeks to bring his olive oil beyond the farmers market and into kitchens nationwide. And finally, Erik from New Jersey offers on-the-go medical kits to make travel prep that much easier. Thank you to the founders of Hello Divorce, aficio22 and JetSet Meds for being a part of our show. If you’d like to be featured on a future Advice Line episode, leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298. To hear our guests’ previous episodes: TaskRabbit: Leah Solivan | Advice Line with Leah Solivan MOD Pizza & Seattle Coffee Company: Scott and Ally Svenson | Advice Line with Scott and Ally Svenson   Supergoop!: Holly Thaggard | Advice Line with Holly Thaggard    This episode was produced by Chris Maccini with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineers were Gilly Moon and Robert Rodriguez. You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at guyraz.com. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

When it comes to launching a multi-million dollar brand, Cynthia Tice was a late bloomer. Nearly 60 and looking for a healthy way to satisfy her love of chocolate, she set out to make an indulgent, sugar-free version, sweetened with stevia. After some disastrous early recipes, Lily’s Sweets launched nationally in Whole Foods, with just four employees. Cynthia correctly predicted that a growing number of shoppers would willingly pay for healthier treats, and just ten years after launch, Lily’s Sweets caught the eye of Hershey’s, which acquired it for $425 million. This episode was produced by Sam Paulson with music composed by Ramtin Arablouei. It was edited by Neva Grant, with research by Katherine Sypher. Our engineers were Robert Rodriguez and Kwesi Lee. You can follow HIBT on Twitter & Instagram and sign up for Guy's free newsletter at guyraz.com. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Tatcha co-founder and former CEO Vicky Tsai joins Guy on the Advice Line, where they answer questions from three early-stage founders. Plus, Vicky explains her decision to briefly step back into, and then out of again, the CEO role. First we meet Jessica in Newport Beach, who’s wondering how to increase brand awareness for her handcrafted fine jewelry. Then Brittany in New York City, who’s looking to prioritize sales channels for her growing fem care brand. And Devon in Cleveland, who wants to generate buzz around the launch of  her creative cake company.  Thank you to the founders of Petit Anjou, Beia Beauty, and Mugsy Bakes for being a part of our show.  If you’d like to be featured on a future Advice Line episode, leave us a one-minute message that tells us about your business and a specific question you’d like answered.  Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298. And be sure to listen to Tatcha’s founding story as told by Vicky on the show in 2020.  This episode was produced by Katherine Sypher with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Cena Loffredo.  You can follow HIBT on X & Instagram and sign up for Guy’s free newsletter at guyraz.com. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In 2014, Ben Weprin decided to take people’s best college memories and spin them into a new business: Graduate Hotels. Each of the chain’s properties was decorated to reflect the character of the college town in which it was based, with photos of famous alums or life-sized sports mascots in the lobby. After 13 years in commercial real estate, Ben got the idea for Graduate after renovating a dilapidated Days Inn in Chicago, and realizing that a hotel can tell a story as well as—maybe even better than—a box of cereal or a pair of shoes. Although the Covid lockdowns threatened to bankrupt Graduate, Ben was able to secure the chain’s future by selling it to Hilton, and today the 35 (+) chain is expected to add dozens more properties. This episode was produced by Devan Schwartz with music composed by Ramtin Arablouei. It was edited by Neva Grant with research assistance from Katherine Sypher. Our engineers were Robert Rodriguez and James Willetts. You can follow HIBT on Twitter & Instagram, and sign up for Guy's free newsletter at guyraz.com. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

barre3 co-founder and CEO Sadie Lincoln joins Guy on the Advice line, where they answer questions from three early-stage founders. Plus, Sadie breaks down how she introduced her novel fitness concept to new customers. First we meet Dustin in Texas, who’s working on a brand identity for his ketchup-mustard combo condiment. Then Andrew in Missouri, who wants to convey the value of his newly-created yard game. And Randi in Alabama, who’s wondering if she should step back from being the sole face of her soon-to-be community gathering space.  Thank you to the founders of Ketchustard, Pizzy Products and Ruffner Treehouse Village for being a part of our show.  If you’d like to be featured on a future Advice Line episode, leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298. And be sure to listen to barre3’s founding story as told by Sadie on the show in 2017.  This episode was produced by Carla Esteves with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Neal Rauch.  You can follow HIBT on X & Instagram and sign up for Guy’s free newsletter at guyraz.com.  See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Bonnie Harvey and Michael Houlihan started Barefoot Wine with $300,000 in debt and almost no knowledge of wine. What they did understand was how to sell it—with a carefree name and label that evoked the beach, and a consistent flavor and low price point that attracted shoppers who normally rejected wine as being too snooty. But winning over that audience took extreme patience, and years of pavement-pounding by Michael. In 2005—twenty years after launch—Barefoot had become ubiquitous, and was acquired by E & J Gallo, one of the biggest wine brands in the world.   This episode was produced by J.C. Howard, with music by Ramtin Arablouei Edited by Neva Grant, with research help from Olivia Rockeman. You can follow HIBT on Twitter & Instagram, and email us at hibt@id.wondery.com. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Taskrabbit founder Leah Solivan joins Guy on the Advice Line, where they answer questions from three tech founders working to identify and grow their core customer base.  First we meet Kate in Los Angeles, who wants her digital greeting cards to stand out in app stores. Then Shahn in Australia, who’s rethinking user acquisition for his couples coaching app. And Allen in Hawaii, who’s wondering about product-market fit for his online platform that teaches kids to play instruments. Thanks to the founders of Poppy Notes, My Love Your Love and Dynabuddy for being a part of our show. If you’d like to be featured on a future Advice Line episode, leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298. And be sure to listen to Taskrabbit's founding story as told by Leah on the show in 2022. This episode was produced by Kerry Thompson with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Robert Rodriguez. You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at guyraz.com. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Andrew Mason was a 27-year-old with a degree in music when he co-founded one of the fastest growing companies of all time: Groupon. Its deep discounts on everything from sushi rolls to plastic surgery soon became a ubiquitous part of life in cities across the world. In 2011, just three years after launching, Groupon had the largest internet IPO since Google, with a valuation of $12.7 billion. But people began to complain that Andrew was not up to the role of CEO: he was quirky and unpredictable, and unable to navigate the company’s rocket-ship growth and the surge of copycats that threatened it. Soon, Groupon’s revenue slumped, and Andrew was fired from the company he’d started. But like many of the best entrepreneurs, he learned from his failure. Today, Andrew runs a new startup, an audio and video editing platform called Descript. In fact, we use Descript to make this show!  This episode was produced by Chris Maccini with music by Ramtin Arablouei. Edited by Neva Grant, with research from Kathrine Sypher. Our audio engineers were Maggie Luthar and Robert Rodriguez. You can follow HIBT on X & Instagram, and email us at hibt@id.wondery.com. Sign up for Guy’s free newsletter at guyraz.com See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Join NFL Insider and social media breakout star, Annie Agar, as she tackles the world of fantasy football, odds, props and parlays in “The Offensive Line.” Each week, Annie will break down the NFL’s juiciest and trendiest matchups and drama in her signature quick hitting style, while roasting players and teams (sorry in advance Cowboys fans), dishing out some ice-cold takes, teasing you with a weekly teaser 😉 and slamming the most “offensive” lines, odds and spreads. She’ll be joined by current and former players, and celebrity superfans for a fiery and fun slant on all things football, fantasy and Annie’s favorite picks! Enjoy The Offensive Line with Annie Agar wherever you get your podcasts: Wondery.fm/TOL See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

MOD Pizza founders Scott and Ally Svenson join Guy on the Advice Line, where they answer questions from three founders about strategic expansion, plus discuss MOD’s recent acquisition. Today we meet Evan, who recently turned his Richmond-based pizza restaurant into a vegan frozen pizza company. Then Zebbie, a restaurateur in Birmingham who's looking to take his hot chicken concept on the road. And Christiane, a Los Angeles area tequila-maker on a mission to improve her industry’s labor conditions.  Thanks to the founders of Udderless Plant-based Pizza, Eugene’s Hot Chicken and Valor Bebidas for being a part of our show. If you’d like to be featured on a future Advice Line episode, leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298. And be sure to listen to MOD Pizza’s founding story as told by Scott and Ally on the show in 2023. This episode was produced by Katherine Sypher with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Cena Loffredo. You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at guyraz.com. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

When Ben Goodwin was growing up, the concept of healthy soda seemed as oxymoronic as jumbo shrimp. But for Ben, that presented an irresistible challenge: to create a beverage that evoked the colas and root beers of his youth, but was low in sugar and good for the gut. After years of painstaking effort and one failed brand, Ben and his partner launched Olipop in 2018. Made with fiber and prebiotics and sweetened with Stevia, it joined the growing ranks of “functional sodas,” launching first in natural food stores and spreading quickly to the big chains. This year, the brand is expected to do nearly $500 million in sales, and, as younger consumers drift away from legacy soda, Ben says Olipop will only get bigger. This episode was produced by Sam Paulson with music composed by Ramtin Arablouei and Sam Paulson. It was edited by Neva Grant with research by Katherine Sypher. Our engineers were Robert Rodriguez and Kwesi Lee. You can follow HIBT on Twitter & Instagram and sign up for Guy's free newsletter at guyraz.com. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Parachute Home founder Ariel Kaye joins Guy on the Advice Line, where they answer questions from three founders on being mindful and strategic in their next expansion steps.  Today, we meet Daen, an entrepreneur in Australia considering investment for his line of men’s grooming products after ten years of self-funding. Then Deanna, a former educator in New Jersey seeking new press for the emotional health tool she designed for children. And Meaghan, a Florida-based hard seltzer maker trying to gut-check biases in her male-dominated industry. If you’d like to be featured on a future Advice Line episode, leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298. And be sure to listen to Parachute Home’s founding story as told by Ariel on the show in 2023. This episode was produced by Carla Esteves with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Cena Loffredo. You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at guyraz.com. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

When Seth Berkowitz was in college, he was the cookie guy on campus. He’d grown frustrated that the only food he could get delivered late at night were standards like pizza or Chinese food. He had a sweet tooth, and he craved warm, homemade chocolate chip cookies. So he took matters into his own hands and started making and delivering cookies to students at his school. The operation soon went from a silly side hustle to a real business - and then an all-consuming struggle. But today, after decades of detours, long-shot decisions, and near-bankruptcies, Insomnia Cookies is now a $350 million dollar business. This episode was produced by Alex Cheng with music composed by Ramtin Arablouei. It was edited by Andrea Bruce with research help from Katherine Sypher. Our audio engineers were Robert Rodriguez and Maggie Luthar. You can follow HIBT on Twitter & Instagram and sign up for Guy's free newsletter at guyraz.com. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Ring founder Jamie Siminoff joins Guy on the Advice Line, where they answer questions from three founders about balancing short- and long-term goals.   Today, we meet Vico, an industrial designer in southern California who's launching a crowdfunding campaign for his patented ergonomic desk. Then Iyin, a Baltimore-based product specialist seeking to balance accessibility and profitability for her ethically-sourced chocolate brand. And Franchesca, an Atlanta area educator deliberating whether to pursue small-business certifications for her motivational classroom posters. If you’d like to be featured on a future Advice Line episode, leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298. And be sure to listen to Ring’s founding story as told by Jamie on the show in 2020. This episode was produced by Carla Esteves with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Neal Rauch. You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at guyraz.com. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

With $1500 in savings and no experience in retail, Mel and Patricia Ziegler stumbled upon a clever idea: buy inexpensive Army surplus gear, refashion it into stylish clothes, and sell them in a setting that felt more like a safari than a store. With a retro- feel catalog that turned shopping into an adventure, Banana Republic caught the attention of the media, and sales grew. But so did the headaches of running the business, and in 1983, the Zieglers sold the brand to The Gap. Over the years, Banana Republic lost its distinctive, retro-Safari feel, and the Zieglers departed to start another brand, The Republic of Tea. Today, Banana Republic remains a multi-million dollar business, with hundreds of stores around the world. This episode was produced by Kerry Thompson with music by Ramtin Arablouei. It was edited by Neva Grant. Our audio engineer was Kwesi Lee. You can follow HIBT on Twitter & Instagram and sign up for Guy's free newsletter at guyraz.com. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Supergoop! founder Holly Thaggard joins Guy on the Advice Line, where they answer questions from three founders about finding the right audience and introducing their brands. Today, we meet Christina, the founder of a Cincinnati cookie business who is trying to bake her business to the next level. Then Philadelphia-based engineer Andy introduces a shaving product he developed with his Navy bunkmate while they were deployed. And Erin in Illinois, who wants to make water sports safer with a  life jacket upgrade. If you’d like to be featured on a future Advice Line episode, leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298. And be sure to listen to Holly tell the story of how Supergoop! was founded from her first visit to the show back in 2020. This episode was produced by J.C. Howard with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Gilly Moon. You can follow HIBT on Twitter & Instagram and sign up for Guy's free newsletter at guyraz.com. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In 2013, Nick Green set out to solve a vexing problem: in many parts of the country, it’s hard to get access to healthy groceries. As a solution, Nick and his co-founders launched an e-commerce mashup of Whole Foods and Costco, where members purchase healthy foods online at a discount. When it came time to ask venture capitalists for funding, dozens of VC’s said no–but thanks to hundreds of small checks written by health bloggers, Thrive Market pulled together enough money to launch in 2014. Within a year, the founders had proven the VC’s wrong, but still scrambled to fuel the pace of growth, while keeping the business afloat. Today, Thrive Market has over 1.5 million paid members and, last year, brought in over $500 million in sales. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Boston Beer Company founder Jim Koch joins Guy on the Advice Line, where they answer questions from three founders about finding product-market fit. Today, we meet Kim, whose tropical-inspired apparel company in Florida is venturing into the rum market. Then Llance from Washington, who is taking his tea-bag-soup-broth business national. And Ami, who wants potential customers to know that her Ontario-based electrical contracting company has some of the best service out there. If you’d like to be featured on a future Advice Line episode, leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298. And be sure to listen to Boston Beer Company’s founding story as told by Jim on the show in 2017. This episode was produced by Chris Maccini with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Gilly Moon. You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at guyraz.com. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Tara Bosch wasn’t always considered a likely contender for success. At 21 years old, she dropped out of college the summer before her junior year and moved in to her grandmother’s basement. But, with a gummy bear mold from Amazon and a sugar-free candy recipe she tinkered to perfection, Tara got to work on a wild vision: she would create a global company called SmartSweets that would revolutionize the candy aisle and become a top seller of low-sugar candies. In 2020, Tara achieved her goal and sold SmartSweets for $360 million — a mere five years after creating the brand.   This episode was produced by Carla Esteves with music by Ramtin Arablouei. It was edited by Andrea Bruce with research help from Melia Agudelo. Our audio engineers were Gilly Moon and Maggie Luthar. You can follow HIBT on X & Instagram, and email us at hibt@id.wondery.com. And sign up for Guy’s free newsletter at guyraz.com. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.