We caught up with the brilliant and insightful ARIEL GOODE a few weeks ago and have shared our conversation below.
Alright, ARIEL thanks for taking the time to share your stories and insights with us today. Let’s start with the story of your mission. What should we know?
There are a few missions that I had and still maintain when deciding to leave corporate America to blindly step out on my own to start Funkly Lil Pooch.
To provide dog owners with a healthier alternative to mass-produced dog treats that often contain artificial preservatives, additives, and other unhealthy ingredients. By using only all-natural, wholesome-locally sourced ingredients, we can help improve the health and well-being of dogs.
By only using locally sourced ingredients, we are able to support local farmers and suppliers. Thereby supporting the local economy and reducing the environmental impact of transportation.
Funkly Lil Pooch is big on sustainability. Keeping it simple by packaging our treats in reusable glass mason jars. By using sustainable and eco-friendly packaging materials, we’re able to reduce waste and minimize the company’s impact on the environment.
Another key mission is to support and donate a portion of sales to animal shelters and rescue groups. We’re not a massive company by any means. However, we hope that what is donated helps improve the lives of dogs and other animals in need.
And last but not least! Simply creating unique and delicious dog treats that both dogs and their owners (that sometimes eat them as well) love. Funky Lil Pooch offers a unique and satisfying treat experience using high-quality, natural ingredients and creative recipes.
ARIEL, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I’m proud and beyond grateful to have the opportunity to change my life and career path during a challenging time of experiencing an extremely high-risk pregnancy, the height of the COVID pandemic, and starting a business that brings me joy. Some called me crazy and showed silent signs of doubt when I stated that I was officially stepping away from a successful career in marketing to start making all-natural artisan treats for dogs.
The road hasn’t been easy, and I learn something new daily. But taking that leap took a lot of courage and has been enriching. I work hard to establish the Funky Lil Pooch brand and build a loyal customer base, and it’s been amazing to see it thrive. I’m constantly seeking ways to innovate product offerings and expand our reach through farmer’s markets, pop-ups, and in-person sales at another business I started a year ago with a friend and business partner, The Local Collective Market, in Claremont, California, and social media and online sales channels.
Overall, I feel so grateful to be doing something I love and creating a successful business. I hope my story can inspire others to consider a similar path.
We’d love to hear your thoughts about selling platforms like Amazon/Etsy vs selling on your own site.
There are several reasons the decision was made only to sell Funky Lil Pooch artisan treats directly online at www.funkylilpooch.com.
By selling on the website, there is greater control over the customer experience, branding, and marketing messages. I can customize the look and feel of the website and tailor the marketing efforts to a target audience. This helps create a more personalized and memorable customer experience.
This also helps secure higher profit margins. Third-party platforms have high fees or commissions. As a still-growing brand, it’s essential to eliminate any added expenses as possible, providing more financial stability for the business.
Improved data, analytics, and customer service relations. It’s essential to have access to detailed analytics and data on customer behavior, sales trends, and website traffic. This information helps me make more informed business decisions and optimize my marketing and sales strategies. And last but certainly not least, when customers purchase directly from the website, I can establish a direct relationship with them. This increases customer loyalty, repeat business, and positive reviews and referrals.
While there are benefits to selling on other platforms, selling products on the Funky Lil Pooch website provides a range of advantages that help the brand be a more profitable and sustainable business over time.
Can you open up about how you funded your business?
Yikes, thinking about this still makes my head spin! There was no initial capital when I started Funky Lil Pooch. I knew I had a vision, but, despite having years of experience managing other people’s brands and international companies, I was stuck on how I wanted to execute my own brand. I used my money from the little savings I had set aside, which was quite risky to purchase all the natural ingredients needed to experiment with different recipes. There were several failures in finding the right consistency, texture, and taste. After figuring out that part, I started purchasing additional materials to bake, package, and distribute items. I would then sell those tiny batches to supportive friends and family. Some didn’t even have dogs. I think they just supported me to encourage me to keep going. I also maximized on holidays, even to this day, if people ask what I want for my birthday, Christmas, etc. My response is always something that is associated with helping expand my business. I have an incredible cousin, Rebecca; she has been a fantastic support. When I attend markets, etc. I use the canopy set-up she purchased for the business in support. Those things matter. It feels good to know someone supports your dreams, even if they aren’t sure how it will all work out. But, to this day, every dollar that comes in goes back into the business. 
Contact Info:
- Website: www.funkylilpooch.com
- Instagram: @funkylilpooch
- Facebook: @funkylilpooch