episode 0057- i quit my job to make gummy worms with rotten founder michael fisher

Candy is a multi-billion dollar industry that Michael Fisher really knew nothing about, except that he liked eating it. Now, he's disrupting the gummy game with his gummy brand: Rotten. In this episode, we dive into Michael's founder story, and how he went from zero industry experience to launching a better-for-you candy brand that's turning heads and taste buds.

He shares how he validated his idea, partnered with the right people, and tackled the steep learning curve of food production and distribution. If you've ever thought you needed to be an expert to start a business, Michael's story will prove that hard work, getting off the couch, and learning as you go will trump expertise any day of the week.

Show Highlights:
1- Where and why did Michael get his start with Rotten? (7:05)
2- What were you doing at the time you had this idea? (11:15)
3- We discuss the initial formulation in Michael’s kitchen and commercializing recipes to take to market. (12:50)
4- How was Michael funding the initial startup, and when did he know he was onto something? (15:45)
5- We discuss the early connections Michael was able to make to get this business off the ground. (17:15)
6- How did the kickstarter go? (19:45)
7- We discuss Michael’s marketing angle, including the cartoons they’ve created. (21:45)
8- Was there ever fear that this wouldn’t work out? (24:25)
9- What has Michael learned along the way through building this business? (28:40)
10- We discuss “doing” vs. “learning”. (30:55)
11- How has the product been iterated based on customer feedback? (34:55)
12- How is business going now 4-5 years into this? (36:55)
13- We discuss flavor development. (37:50)
14- Have there been any issues with the product hitting its expiration date? (39:25)
15- Where can we learn more about Michael and all things Rotten? (41:30)
16- What role does merchandise play in the business? (42:20)
17- Listener question: What is your favorite moment as a business owner so far? (43:35)

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