We caught up with the brilliant and insightful Eli Santos a few weeks ago and have shared our conversation below.

Alright, Eli thanks for taking the time to share your stories and insights with us today. Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?

Just as Henry Ford made Ford motors successful. We surrounded ourselves with people smarter than us. Connecting with someone that truly knows how to run a business and keep things on a tight ship. Lowering overhead, tracking every dollar, and providing strategies to keep our costs low and revenue high.

We also simultaneously partnered with someone who’s skilled in marketing and numbers. With his strength in the newest technology along with sales inparticularly psychology of sales. Identifying our mission, vision, and niche. He has grown our following and identified gaps in our approach.

That’s allowing us to double if not triple our bottom line revenue within 12 months and increasing 20-30% YOY.

Eli, 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?

Established in 2021, SubZero Goodies is a locally owned small business proudly serving the community with delicious, fun, and sustainable freeze-dried food products. With a mission to provide everyone with snacks that survive the chaos!

We start with the freshest fruits and preserve their natural goodness through our premium freeze-drying process—locking in 95% or more of their original vitamins, nutrients, and antioxidants. The result? A healthy, crunchy snack that tastes just as nature intended.

Our freeze-dried candies are made to order using only the highest quality name-brand sweets, ensuring unbeatable flavor and long-lasting freshness. Every batch is crafted with care, and we meticulously check and double-check weights, quality, and packaging to uphold the integrity of our brand.

At SubZero Goodies, you’ll discover a world of extraordinary freeze-dried treats—crafted with passion, precision, and a sprinkle of fun. From luscious fruits to sweet, airy candies with a twist, our snacks are guaranteed to leave you craving more.

Our mission is to provide not something to remove the chaos because we all live chaotic lives, especially if you have kids… but to have something that survives the chaos.

Let’s move on to buying businesses – can you talk to us about your experience with business acquisitions?

This business was sold and bought by two individuals. Eli and Phillip connected with us and once we showed them the operations, they loved it and dove in.

From them:
The numbers made sense. Eli has a background in Merger & Acquisitions and reviewed the numbers, the data, and the potential. Phillip has had multiple businesses and has extensive knowledge and experience in running production based operations while keeping overhead low and NOI high.
We had a filter of criteria and values that we were specifically looking for that. God delivered this to us and it lined up with everything. The acquisition was a lot of paperwork, gathering everything needed for due diligence. Then lining up the right people and interviewing who would be the best person to take over this business. It was a very emotional process. But it’s going as expected and will be fully transitioned to the new owners by end of Q2 2026.

How did you build your audience on social media?

Eli has education and training from top people in social media marketing. Russell Brunson, Sabri Suby, Alex Hormozi, just to name a few. Been mentored by a few and has been able to consistently apply this methodology to our business.

Advice is make a plan of action to post consistenly for an entire year. But to also take the data of each day and put it with a team of social media experts and assistances to evaluate the results, provide tweaks, and then reposted those changes. It’s not just consistently but adaptive persistence. Adjust what you put out there and engage with your content just like you would with your clients at a live event. Because these are your future clients. Once you build a flow of revenue. Set aside a reasonable budget for marketing. I recommend 10-15% and allow it to grow as your revenue grows. Then look at UGC and affiliate marketing to build a sales team.

Contact Info:

• Website: subzerogoodies.com
• Instagram: https://www.instagram.com/subzerogoodies/
• Facebook: https://www.facebook.com/subzerogoodies