Jess Berger, Founder of Bundle x Joy
Name: Jess Berger
Founder: Bundle X Joy
Who is Jess Berger?
I'm a first gen Latina founder, passionate about purpose and puppies. I'm a current doctoral candidate, obsessed with learning about consumers and what makes us buy what we buy. I love my Great Dane puppies Luna and Sol, and love my 3 human children even more.
In less than three sentences tell us about your company and what you do.
Bundle x Joy is building the pet brand we wish existed, where nutrition meets purpose. We're delivering joy to your doorstep with superfood nutrition across food, treats and supplements, and we help you find the perfect bundle, so you and your bestie have more time for joy!
What does BEING a FoundHer mean to you?
As a female-Latina founder, I am acutely aware of my responsibility of setting a path forward for underrepresented founders in the pet industry. I spent 10 years dreaming of owning my own pet company but struggled to identify with any founders that looked like me in the space. Unlike the competition, we are working closely with other pet brands and founders to collaborate, building a community of like-minded pet people and products - all while chasing joy with our pups.
How do you support other female founders and women in business?
We lead with a commitment to building a brand that is “bundled with a purpose.” We giveback 3% of every purchase to support women in entrepreneurship and our local communities. We also work hard to promote and partner with other female-founded brands, and are even hosting a big female-founded brand celebration at EXPO West at a rollerskating rink!
At what point did you make your company a full time gig? How did you know the time was right?
In 2018 I left a BIG job at Nestle to pursue entrepreneurship. After years of trying to fit the mold, I decided that I was not able to fully pursue joy and purpose if I could not be myself.
What lesson or skill did you take with you from a prior job to help you succeed in your role today?
I have taken 15 years of pet industry experience in finance, marketing, buying and branding to build the pet brand I wish existed.
Let’s talk social media—who handles it for your company (you, an internal team member, an outsourced solution?) and what is the secret to making it successful? What is the biggest challenge?
We do this in house. To be honest, it is the hardest thing for us to figure out. I think we have analysis paralysis and/or major perfectionism to overcome. But I know this is the year to become vulnerable and share my story!
How did you land your first client?
We exhibited at EXPO West last year - and wore colorful on-brand roller skates the entire show! Sounds crazy but it definitely helped us create buzz and FOMO - and helped us land a nationwide launch at Sprouts!
What is something you do differently from the industry standard?
We do everything different - from our packaging, positioning, approach and authenticity. We are bringing life to a $100B industry that is seriously stuck in the 80's still.
What would you do differently if you were starting your business today?
Gosh so many things - but I am learning the mistakes are an important part of the journey!
What are three strategies you use to market your business, grow brand awareness and generate bottom line growth?
1. Personal connection in market - demos, farmers markets, partner events
2. Using creative strategies and tools like Aisle to drive in-store trial
3. Using organic/free PR and media like LinkedIn to gain buzz!
What was an obstacle you overcame to get your business where it is today? Please share the story behind it.
While recently attending a founder dinner at a pet event, I was the only female founder in the room of 40 founders. I am fighting an uphill battle in this industry, taking completely different paths to grow our brand. It has been met with a lot of haters along the way, and I have to continue to find my place in pet, while not being influenced by the negativity.
Is there anything else that you would like for us to know about you and your business to share with our community?
We would love to offer a promo code for new customers to give us a try! They can use promo code JOY50 for 50% off their first order.
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