wylder headshot 2


Have you ever had a business idea that you were immediately passionate about and felt on the most guttural level, an incredibly strong need to create?

You’re about to meet two outdoor founders who have gone through just that and emerged – somewhat – on the other side, successful Kickstarter campaign in hand.

What doesn’t kill you makes you stronger, my Intrepid Entrepreneurs. Lindsey Elliott and Jainee Dial, the co-founders of Wyldergoods.com, are alive to share this story in podcast form with you today.

Lindsey and Jainee personify a modern outdoorswoman. It’s an archetype who they’re intent to serve with a new formula that’s not retail or storytelling – it’s both and it doesn’t fall under either.

Wyldergoods.com is an online marketplace, community and network hub for today’s outdoor adventure-ess.

Lindsey and Jainee didn’t stop with just the concept – they focused on creating a Benefit Corporation (B-Corp), and use their sustainability and give-back mission to screen potential brand partners on their platform.

You’re about to hear first-hand what it’s like to do a Kickstarter campaign. First of all, it’s really ((*&%$#) nerve-wracking. As Jainee says: You’re putting yourself and your ideas out there, and people judge and vote for your work with their money.

But Kickstarter is, above all, a storytelling platform, and Lindsey says it needs to treat it as one to be successful.

Let people know the story of your business and how that story is relevant to their lives. In her words, “If you believe in it fully, and you’re telling an authentic story, the people who align with that will find you.”

You won’t want to miss what else Lindsey and Jainee have to say about getting this company started, serving the greater good, and how their love for the outdoors affects their professional lives!

Interested in learning more about my new membership site, The A-Game Alliance?

A Membership Community for Adventure and Outdoor Industry Founders and Entrepreners

Learn More!

Bravery in Business Quote

“How can we serve a greater good, outside of a basic consumer model, and bigger than business as usual?” – Lindsey Elliott

(click to tweet)

The Cliff Notes

  • Focus on products that can meet a diversity of needs
  • Kickstarter is a storytelling platform, and should be treated as such if you want to be successful on it
  • Kickstarter gives potential customers an opportunity to vote with their dollars, showing their true commitment to the idea
  • There is something really nerve-wracking of putting yourself and your work out on kickstarter, with how much people judge you based on the response the dollar number
  • Find time to get away. You have to clear your mind, and find the activity that will do that for you
  • Keep the question “how can we serve the greater good?” in mind all the time
  • As money cycles through hands in the economy, businesses need to drive the economy to be more responsible
  • B-Corp: Benefit corporation. Corporations that are vetted and analyzed for the amount of good that they are doing in the world. Wilder Goods is working toward that certification

“If you believe in it fully, and you’re telling an authentic story, the people who align with that will find you.” – Lindsey Elliott

(click to tweet)

Habit for Success

Find whatever it is that recharges you, gives you renewed energy, strength and purpose, and make sure that you make time for that activity!

Resources:

WylderGoods.com

Wylder Goods Kickstarter Project

Transcription (click to expand)

Jainee Dial: Well, yeah. Because it’s not about me, and it’s not about Lindsey, it’s about the greater community that we’re trying to serve. I think it was really important for us to show rather than tell the women and represent as best we could the story of the brand. I think that part of the vision was always trying to answer the question: “how can we serve a greater good outside of your basic consumer model.”

 

You’re listening to the Intrepid Entrepreneur Podcast. The show for entrepreneurs in the outdoor, bike, snow, endurance, travel, and health and wellness markets. This podcast is a production of the Intrepid Entrepreneur. The place to be for passion-driven founders. And if that’s you, you found your people. At intrepidentrepreneur.net, you’ll discover market-fluent resources built just for founders in our markets including content, trainings, networking opportunities, community, and coaching. The Intrepid Entrepreneur also offers the A-Game Alliance. The world’s first private mentorship and training opportunity that empowers founders to launch and continually level up. For more information, head over to intrepidentrepreneur.net and click on the A-Game Alliance icon. Founders in the outdoor active lifestyle markets are the definition of passion-driven. And the Intrepid Entrepreneur Podcast exists to share their stories.

 

Kristin Carpenter-Ogden: Hey, everyone. Kristin Carpenter-Ogden here, your pilot and navigator today for the Intrepid Entrepreneur Podcast. I am so stoked you’re here with me today. So beyond stoked. And the reason is I have Jainee Dial and Lindsey Elliott, the co-founders of Wylder Goods, joining me on my show today. This, folks, is a big deal. First, I want to just give a little bit of background. If you’re wondering what wyldergoods.com is, head over to wyldergoods–and it’s w-y-l-d-e-r goods dot com and you will see exactly what’s going on there. On the surface, it looks like a marketplace for the modern outdoorswoman, but there is so much going on all around that. Lindsey and Jainee took inspiration from huckberry.com for sure, but they ran–no, actually, they sprinted–from there.

 

Wyldergoods.com is part-product part-community and network while largely being focused on using your business for doing good and giving back, which is why they’re a Benefits Corp. A B Corp. They do talk about that in the show today as well. Lindsay and Janiee are readying a pretty huge launch for Wylder Goods from their headquarters in Salt Lake City, Utah. And part of this launch, a big launch, is Kickstarter. Today you get to listen in as these two visionary outdoor market founders talk about what it takes to bring an idea as sweeping as Wylder Goods to fruition while simultaneously setting up a B Corp and embedding in a Kickstarter campaign. And by the way, said Kickstarter campaign has been super successful. Listen in as Lindsey and Jainee give us the straight shot on Wylder Goods. Here we go.

 

Lindsey and Jainee, welcome to the Intrepid Entrepreneur Podcast. So stoked to have you here today. Welcome.

 

Lindsey Elliott: Thank you.

 

Jainee Dial: Thanks.

 

Lindsey Elliott: It’s great to be with you.

 

Kristin Carpenter-Ogden: So audience, dear audience, you need to know that Lindsey and Jainee have just seen fire and rain. They have literally just closed on–well, they haven’t closed Kickstarter yet, but they are 21 days in and they just funded for wyldergoods.com. And we’re here to talk with them about why they founded Wylder, what the journey has been like, and then of course, Kickstarter. But since I just, like, cannonballed into the deep end with that one, why don’t we go ahead and talk about that one? So first of all, where are you calling in from today?

 

Lindsey Elliott: We’re calling in from the Salt Lake City, Utah, which is where we have decided to hone the business.

 

Kristin Carpenter-Ogden: Awesome. Are you guys from there or is that just where you decided to set-up shop?

 

Jainee Dial: Jainee, me, I–

 

Kristin Carpenter-Ogden: Hello.

 

Jainee Dial: I’m from Salt Lake. I grew up here, and lived in Oregon, California for the last 12 years, and now I have found my way and circled back home.

 

Kristin Carpenter-Ogden: Cool. Well, that’s awesome.

 

Jainee Dial: Yeah.

 

Kristin Carpenter-Ogden: How about you, Lindsey?

 

Lindsey Elliott: I grew up in Colorado, and Jane and I met in Northern California, but we both–when we started to really get more serious about this project, we both really felt the pull to be back in the rocky mountains. So we were rooting–we’re rooting for this region, and we’re really glad we’re here.

 

Kristin Carpenter-Ogden: Awesome. So, we have so much to talk about today, I’m literally, like, bouncing out of my seat, excited about all the things that you get to share with my audience. You guys have literally just gone through the coolest experience. So in order to make this understandable, the kind of, like, get myself on decaf here–sorry, everybody, I’m excited–can you talk with us a little bit about the founding story of wyldergoods.com? And then we’ll talk a little bit about how this Kickstarter thing came about, and we’ll just go from there.

 

Jainee Dial: We’re pantomiming to each other.

 

Kristin Carpenter-Ogden: Oh, okay. Sweet.

 

Jainee Dial: We’re really good at finishing each other’s sentences at this point, but there are those moments where we’re like, “Okay, are you going to go or I get to go?” Okay, this is Jainee, I’m going.

 

Kristin Carpenter-Ogden: Okay. Drop in.

 

Jainee Dial: Look, Lindsey and I have been developing this concept for about two years. And initially, it stemmed from basically a lack of a unified platform that I felt was speaking to me. I am a multi-sport outdoor adventuress. So I climb, I kayak, I hike, I bike. And I also, for the most part, have lived in a really urban setting for most of my adult life, in Portland, Oregon. And then moved to rural Northern California. But I was searching for a place where I could find the most relevant gear, hear some stories and read really cool content, and feel like I was connected to the greater community, especially when I moved to a more rural location.

 

And unfortunately, it didn’t exist. And there were all sorts of women’s groups, but what I was looking for and what eventually led to the creation of Wylder is a kind of unified platform to find all of those things. So over the last two years, Lindsey and I have been vetting the concept by going to outdoor retailer, I think three or four times now. We’ve been talking to brands, we’ve been talking to other entrepreneurs, business owners, athletes, mommas, wives, sisters, men, friends, family, everybody. Just asking a lot of questions and feeling it out in our gut. And really, I think the central question is: “do women want this platform to exist as much as we do?” And the resounding answer has been: “Hell, yes.”

 

Kristin Carpenter-Ogden: That’s awesome.

 

Jainee Dial: Yeah.

 

Kristin Carpenter-Ogden: So you’re focusing primarily on outdoor. Not so much, like, bike or travel, etc. Like you’re specifically launching, like, center of your halo is outdoor.

 

Lindsey Elliott: You know, actually, it’s going to span the whole spectrum of technical to lifestyle.

 

Kristin Carpenter-Ogden: Okay.

 

Lindsey Elliott: I think one of the things that we really want to focus on is products that are–that can meet a diversity of our needs and allow us to move between activities a little bit about freer so that we don’t have to have this dualism in our lives, of our outdoor life and our regular life. We can all sort of flow together. And of course, you’re always going to need that high technical gear to do big mountain dreams that you might have, or something like that. But in general, we’re going to be carrying a lot of different things for a lot of different activities.

 

Kristin Carpenter-Ogden: And so when you went to your target consumer and you described this to them–I mean, how you–probably, I’m a little on the older side but I definitely would be your target consumer. But I just want to point out, like, you’re right, this does exist. But what I love about it most is it feels like it’s a custom-made portal for me, and I don’t have to kind of take the theater of what brands are kind of thinking I might want as a female consumer, I don’t have to be qualified or screened. It’s like, it’s kind of the–everybody’s welcome who loves this and who wants to learn and see really cool stuff and buy stuff. I mean, it sounds like a dream scenario. So you’re calling it a marketplace, but it’s really more of an experience, right?

 

Jainee Dial: Yeah. Yeah, exactly. Which has been something that the only sort of confused feedback we’ve gotten during the Kickstarter has been: “What are you guys? Are you a platform or a marketplace?” and we’re like, “Well, we’re both.” I fundamentally [inaudible] marketplace, but it’s never going to feel like just a retail shop because it’s going to be this online community of outdoor women and families. And it’s really going to be catered–we’re going to be carrying all of these different gear and products, but one of the goals is to have less burden of too much choice. And we don’t all have time to be slugging through every pair of socks that’s ever been made for hiking. Like, we really just need to know what the best socks are and so we want to carry those products so that you can come to this marketplace and have it be more of an experience and also [find?] the best things, spend less time online shopping, and get into your socks and go hiking.

 

Kristin Carpenter-Ogden: I love it. That’s awesome. So that was–you guys kind of came up with the founding of the concept two years ago, correct?

 

Lindsey Elliott&2: Yeah.

 

Kristin Carpenter-Ogden: So basically, in your first year, you solidified the idea, you went to your audience, and then as you were entering year two, you needed to obviously come up with, like, a go-to market model which obviously includes funding, and that’s where Kickstarter came in. Correct?

 

Jainee Dial: Yeah. Kickstarter has always been a part of our plan. And because we’re so rooted in collaboration and community–I mean, Kickstarter is the democratization of the Internet, really. I mean, it’s putting your money where your heart is. And not just for artists, but for entrepreneurs as well. And I think that’s why we spent so much time cultivating a really solid video, like, we spent eight months producing our Kickstarter video because we wanted the messaging to be clear and real and authentic. And it wasn’t easy. And it took–most people set up a tripod and talk in front of the camera and say who they are and what they want, but we knew that just like our platform, we wanted to go deeper. So Kickstarter was always a part of our goal, and it was much harder than we expected and took a lot longer, too. But obviously, it’s paid off. We couldn’t be more thrilled with the publicity that it’s generated. And most importantly, I think, is the feedback from women saying, “Thank you.”

 

Lindsey Elliott: Yeah.

 

Jainee Dial: There’s also been some interesting conversations around diversity around how to best outfit women of all different shapes and sizes. So we’ve been hearing from a great variety of women. And men. Men asking how they can be a part of it and support it as well.

 

Kristin Carpenter-Ogden: That’s cool.

 

Jainee Dial: I’m going off on a little bit of a tangent–

 

Kristin Carpenter-Ogden: No, I love it, keep going. I thought of a couple of questions from it.

 

Jainee Dial: Kickstarter is a story-telling platform. And we intended from the beginning to do our absolute best to tell an accurate story that was authentic to who we are as individuals and who this business will ultimately represent. So.

 

Kristin Carpenter-Ogden: That’s awesome. So it mirrors in a way the community and the marketplace and the experience of Wylder Goods, too. I mean, it makes total sense that you would take Wylder Goods as a concept to Kickstarter for funding.

 

Jainee Dial: Yeah, yeah. It’s our brand’s story. And it’s real. One of my friends the other day said, “I only saw you once in your Kickstarter video.” And I was like, “Well, yeah. Because it’s not about me and it’s not about Lindsey. It’s about the greater community that we’re trying to serve.” It’s not that important to us for us to be talking heads in the video per se. I think it was really important for us to show rather than tell the women and represent as best as we could the story of the brand rather than our individual needs.

 

[cross-talk]

 

Kristin Carpenter-Ogden: Sorry, go ahead. Were you going to say something, Lindsey?

 

Lindsey Elliott: I was going to say, “Yes. Sweet.”

 

Kristin Carpenter-Ogden: I have to say this is–ugh, it’s dropped into my head a couple of times here. So, what you obtained with an open mind and with the propensity to take the risk on doing this with Kickstarter and also with Wylder Goods is literally like having been in the industry for a long ass time. Sorry, but it’s been a while. The research that you have literally gained a line of sight on, it’s something that people use to pay tons of people do round tables. Like, the way they try to obtain what you learned around the [2-8 conversation?] with the people who are funding you literally is such huge competitive advantage in my mind. Like, bigger brands spend so much money to try and get that inside line on what it is that they’re doing and hoping to find validation from women. And what you basically did was you put it all out there and said, “Tell us what you think by voting with your dollars.” Essentially.

 

Lindsey Elliott: Which is, like, so terrifying, right?

 

Kristin Carpenter-Ogden: Yes.

 

Lindsey Elliott: I mean, we have been so anxious leading up to this whole thing because it has that naked on a stage kind of feeling to it where we have been dreaming up this huge vision and putting every bit of ourselves into it for two years now, and leaving every other comfort of former work and salary and community and everything else behind to make it happen. And then you just click a button and put it out there to the world. And I think that’s one of the most beautiful aspects of the crowdfunding and having all of your marketing with startups now being pretty much free through social media is that you do establish this vulnerability with your audience and with your constituents. And for us, it’s a conversation that we want to be fully present for.

 

And that’s why it’s been so exhausting. We’ve been on social media for, like, 12 hours a day for those months straight. But I really appreciate that insight coming from the other side which is, the opposite is that you’re sitting around a table, submitting surveys on the Internet trying to create a medium for this same conversation to exist. And instead, I can be at home having a back and forth conversation with over 15 women who have written in saying, “Why are there no outdoor clothes for plus size women?” And I’m like, “Oh my God, I didn’t know that.” Like, let’s find out why and let’s do something about it.

 

Kristin Carpenter-Ogden: That’s awesome. I mean, truly amazing. So will you please bring my audience through what a typical day was like in this Kickstarter? Because I know so many of them have thought about it, and I want you to just lay it out there for us. It’s like, I do want you to–you obviously are stoked. So audience, please know it is a positive, ultimately, but they are going to share what it was like. Let us know. You’ve already set a great analogy, being naked on stage. You didn’t have that dream, you were living it. But tell us. Like, what was it like in the typical day? Did you sleep? I mean, what was it like?

 

Lindsey Elliott: You know, I would say that each week of Kickstarter has sort of had its own personality. And week one was non-stop. It was, like, go to sleep with a tension headache, wake up with a tension headache. I think, for me, personally, I was really getting familiar with this concept of having your self-worth on a ticking clock live on the Internet that everybody can see, and having the numbers be really low in the beginning and just being, like, “Oh my God. Is this really going to happen? I don’t know if it’s going to happen.” But then at the same time, someone swoops in and donates and then someone–a brand contacts you [out of?] left field that you didn’t know was going to be interested, and then so and so writes in with the most heartfelt, amazing message that you’ve ever read that validates all the sweat, blood, and tears that you’ve put in for the past two years and all that. So it’s, like, this very dramatic rollercoaster of highs and lows which, I think, mirrors my personal experience of entrepreneurship so far. To the point where I Googled it in January and was like,  “The psychological facts of entrepreneurship–” and I was like, “Okay, cool. It is real.” Like, everybody felt this way.

 

Kristin Carpenter-Ogden: That’s why I have the Intrepid Entrepreneur.

 

Jainee Dial: Yeah. Thank you. Yeah. I will say Kickstarter Week 1 is a very condensed version of that where it’s just highs and lows all the time, these extreme emotions of joy and humility and feeling like people are really behind you and rooting for you, and then also total fear and discomfort and unknown. And then Week 2 is, like, you kind of spike in the beginning and then you plateau a little bit and then you spike again at the end and everybody sort of prepared us for that. So both Jainee and I, every day, either we make it a priority to go do some sort of mind-body exercise to sort of change our brains and get away from the computer. And climbing has been probably the most important tool for both of us. It’s the only thing that has cleared my mind from the spinning wheel of thought and [inaudible]. So getting that has been really important. And then getting back to it afterwards, and just having these really, really long days.

 

Kristin Carpenter-Ogden: So was it, like, having a newborn baby where it couldn’t be left alone? Like, if you went out [inaudible] for a while, Lindsey had to stay?

 

Jainee Dial: Yeah. I mean, at one point, during the first–actually, on the first day, I scheduled some massages for us thinking that we’d have time to take an hour away. We were like, “This would be really great. No matter what happens, whether we’re, like, sailing or sinking, like, we’re going to need a massage.”

 

Kristin Carpenter-Ogden: Yeah.

 

Jainee Dial: And, I mean, it was nearly impossible to take an hour away from it. But we would just sort of just tag in and out. We still do that. We just, like, “Okay, you want to go play with your nephew for 30 minutes out in the yard? I’ll man the computer.” And then we’ll switch. And then you need to do this. Like, someone just has to be on it pretty much all the time because it is this constant conversation.

 

Kristin Carpenter-Ogden: That’s incredible. So I have to also ask because we’re big on mindset over here in my community. Did you guys do any meditation or visualization or did you, like, write out what you wanted out of this from a goal standpoint prior to just hitting that switch and being on in Kickstarter?

 

Jainee Dial: Oh, yeah. We, a couple of months ago, took over a room in our house and just covered the whole thing with sticky notes and visions and–the whole mindscape of the project. And both Jainee are I are really avid writers both personally and professionally. So definitely setting our visions and intentions really–it helps. And I would also say that having a business partner really, really helps. Because we’ve heard that, actually, from other entrepreneurs that say, like, “You’re so lucky to have each other.” And it really feels that way because there’s always a [inaudible] between us. If one of us is having a hard moment, usually, the other one’s okay. And we kind of go back and forth and support each other and always find stability.

 

Kristin Carpenter-Ogden: It is a true gift. It’s really hard to actually find that right partner. I think a lot of us go into it wanting that, but it’s really hard because it’s such a personal journey. You know how crisis brings out the true person. Like, you can really know somebody right then when shit hits the fan or something big happens that’s good. But you have to hustle to get your arms around it, like, that sometimes can bring out a part of a person that you thought you knew and you didn’t, really. So it is truly a gift that you guys are synced up on that level.

 

Jainee Dial: That is an understatement.

 

Lindsey Elliott: The understatement of the year.

 

Kristin Carpenter-Ogden: So I wanted to you guys to talk a little bit about the actual–I know it’s a market place but there’s also an important component in my mind of Wylder Goods with your partnership with environmental and humanitarian organizations, and how you’ve structured your business in terms of the B Corp. And was that visible in Kickstarter? Did you really only focus on kind of the product?

 

Jainee Dial: Yeah.

 

Kristin Carpenter-Ogden: By product, I mean, like, the marketplace.

 

Jainee Dial: Yeah. I think part of the vision was always trying to answer the question: “How can we serve a greater good outside of your basic consumer model?” How do we do something that’s bigger than business as usual, and not even bigger than business as usual but more altruistic and more resonant with our deeply-rooted beliefs? So that’s the question, really. And we haven’t figured out the perfect answer. And it’s a constant series of questions around how the bridge, the gap that exists now between the four profit sector and the non-profit sector. There are all these incredible organizations that are doing such fantastic work in the world on the conservation front. Some that we love are American Rivers and Leave No Trace and the Conservation Alliance. And the list goes on and on. And we want to be able to provide a kind of channel for those organizations to have a louder voice. And the reason for that is it seems like a no-brainer to us, but I think as people who spend a lot of time outside, it’s just part of the obligation. We have to protect the places that we love.

 

Kristin Carpenter-Ogden: Right.

 

 

Jainee Dial: It’s imperative. If we don’t start having conversations about the ecological crisis that we find ourselves in, who will? Business, as usual, is not going to entertain these ideas. And these big, visionary, new ways of thinking about business. So being a B Corp is just–it’s central to who we are and what we believe, and it’s a hard road. It’s definitely challenged us, I think, more so maybe than any other aspect of this business. But Lindsey comes from the non-profit sector so she’s, like–I always see her as, like, the–she’s been fighting the good fight for a long time. I’ll actually let her tell you a little bit more about B Corps.

 

Lindsey Elliott: So, to me, I never thought I would ever start a business. It is one of the most fantastic surprises of my life right now and that’s because I’ve been so dedicated to the non-profit sector for so long that I saw it as the way to do good work in the world and saw businesses evil, and that was that. In the last five years of my career being primarily focused on fundraising, I sort of started to have this big paradigm shift around the economy in general and how all money is generated from this extractive economy. And it doesn’t really matter whether it’s coming through a foundation that has a beautiful website and then is funding a non-profit. Like, it’s the same money and it’s all being generated in the same way.

 

And what we really need to do is drive the economy to be more responsible. So part of my big motivation for Wylder is to be able to use the economy as a force for social good as much as possible and really ally with, and highlight, be a microphone for these brands that are pushing the boundaries of what it means to produce consumer goods. Have things that are built to last, that are repairable, that are made with post-consumer recycled materials that are really designed to be outside of fashion and fad and really serve your needs for the rest of your life so that you don’t have to buy and replace as many things all the time. So having that as one of the main goals is how we work with brands. And then being able to channel those profits that we’re making, from being a marketplace into partnerships and initiatives and specific campaigns around conservation and stewardship and environmental education.

 

Kristin Carpenter-Ogden: That’s fantastic. I love that you start there. And that’s what I think one of the biggest gifts is. It’s you guys started with this unique–I mean, Jainee, were you in non-profits or for-profits prior?

 

Jainee Dial: My background is digital media and tech so I’m not involved in the non-profit sector.

 

Kristin Carpenter-Ogden: But I think that it’s such a great complement. So is it something that you actually got a lot of strong and positive feedback on on the Kickstarter campaign? I’m just curious. Because it’s just so cool that you were able to build the plane while you’re flying it.

 

Lindsey Elliott: Yeah. I mean, I think most of the feedback we’ve gotten is: “What is a B Corp?” And people don’t really know what that is and then we start to tell them about it and they’re like, “Wow, that’s so exciting.” And you know what? It is a fairly new classification for a business. It’s a corporation, but it is fundamentally based in providing a social good. And it’s a mission-driven company at its legal core. And at this point, it’s legal in 30 states in the US. Utah is a relatively new adaptor of Benefit Corporations.

 

And there’s kind of two things that are simultaneously happening. The state has legislation to be approving these businesses, and there’s a non-profit called B Lab which is a third-party certification organization that manages the impact assessment of Benefit Corporations themselves. So they’re who we will be working with very closely from now on, we’re actually going to be appending Benefit Corporation for the first year while we sort of get a grasp on what our business impact is going to be from an environmental standpoint. And then we have to rank high enough in all of these different categories according to B Lab to become an actual certified Benefit Corporation. So what it creates on the other side is this community of business that have been so fully vetted that they’re trustworthy. It’s this way for transparency, like, tremendous transparency in business for both consumers who are choosing where they want to spend their money and also, from within the business collaboration: “Who do we want to work with and how can we really do this in a better way?”

 

Kristin Carpenter-Ogden: Right. And so, tell me this with a Benefit Corp–with your marketplace and your featuring brands, are you able to tell the brands’ story as part of the B Corp or position maybe some things that those brands are doing? Maybe it’s around protection of a certain public land or something. Are you allowed to, like, help those brands promote that in this marketplace, or is that something they’re encouraging you to do? Just the brand part of me is curious. The brand geek.

 

Lindsey Elliott: Yeah. Obviously, Wylder’s mission is to find and partner with as many brands as possible that already have that as a part of their mission. And then also, what’s already happening is that we’re starting the conversation with brands that don’t–and by putting it out there and saying, “Hey, this is a part of who we are. We’re really looking to partner with brands that are innovating.” And they kind of go, “Oh, yeah. Great.” Like, I need to be innovating. Like, what can I do to really do business in a better way for my company or whatever it is.

 

Kristin Carpenter-Ogden: That’s great. So you already mentioned Huckberry. And that, obviously, was one of the design [inaudible], if you will, of this company.  Right? Like, looking at what they’ve done and kind of then reflecting and going to your audience and trying to figure out, “Is this something we could offer to our core consumer?” Is that true that Huckberry was a little bit of a guiding light?

 

Lindsey Elliott: Certainly. I mean, I think they’ve been a tremendous leader in the sort of retail storytelling motto when their content is just fantastic. And I don’t know anybody that really holds a candle to what they’ve done with their [inaudible], so. Yeah, they’ve definitely been an inspiration to us.

 

Kristin Carpenter-Ogden: That’s great. And tell me also, this is the other thing I know we have to get worked toward wrapping up here. But the Kickstarter, obviously, at variety, we see companies do this where it brings great visibility to what they’re doing. It obviously helps them get that broader visibility, but helps them also connect with their customers like you’ve just gone through so closely. But it also brought in added benefit which was brands that were interested in being featured on your marketplace. Can you talk with us a little bit about that, and if you were surprised by that or hoping for that, intentionally?

 

Jainee Dial: Well, we’ve attended several outdoor retailers. And because we’re avid outdoors people ourselves, we’ve kind of immersed ourselves within that community. And so yes, we’re definitely surprised by the positivity and the kind of organic way that we’ve started these conversations with different brands. We try not to have an expectation. It’s kind of like, if you build it, they will come. If you believe in it fully and you’re telling an authentic story that’s rooted in real goals and really wanting to do some good work in the world, the people who align with that will eventually kind of migrate towards you. And we’ve been really lucky. But, yeah. I think it’s just really organic, the way that brands have found us and the way that we have partnered with other brands. Some of it’s just based solely on personal relationship.

 

Lindsey Elliott: Yup.

 

Jainee Dial: And some of it is the buzz, the trickle-down effect of some articles that had been written. And obviously, the Kickstarter campaign. And so we’re just really excited that the idea to be collaborative is coming to fruition. It’s real, it’s happening. Brands want this, women want this, and it’s generally been really, really affirming and organic.

 

Kristin Carpenter-Ogden: That’s fantastic. I’m so excited for you guys. And it’s been an absolute honor to have you on the show, especially 21 days into this amazing campaign that you’ve [mounted?] on Kickstarter. You have about a week to go, correct?

 

Jainee Dial: Yeah.

 

Lindsey Elliott: Yes. Eight days.

 

Kristin Carpenter-Ogden: Eight days. Tic-toc, tic-toc. And this is being recorded in the early-ish side of May so people are listening to this later, 2016. Tell us, how can my audience find out more and support what you’re doing.

 

Jainee Dial: You can go to our website which is wyldergoods.com. It’s w-y-l-d-e-r goods g-o-o-d-s dot com. And our Kickstarter is A Marketplace for the Modern Outdoorswoman. So I think if you just search Wylder, w-y-l-d-e-r, on Kickstarter, you’ll find it. And if you’re an outdoorsperson, hopefully, you’re part of our community already. We’re kind of a close-knit group of people. So.

 

Kristin Carpenter-Ogden: And that’s exactly why I wanted to have you on here because my people are your people, and we’re just so literally so excited to be supporting you. And just to remind everybody, they have reached the $45,000 mark in their campaign, but they have a stretch goal which is super healthy and awesome of $60,000. And I’d love for us to help them get there, so head over to wyldergoods.com. It’s very, very easy to find the Kickstarter button right there in the middle of the page.

 

You guys are doing some big shit. And I am really, really proud of you, and I’m so excited to be there cheering you on from the sidelines, like, thank you so much for sharing your story with my audience on the Intrepid Entrepreneur.

 

Jainee Dial: Thank you so much for having us. It means everything to have support from women like you. Thank you.

 

Lindsey Elliott: You’re a badass.

 

Jainee Dial: Yeah.

 

Kristin Carpenter-Ogden: Thanks. Well, more to come soon. I can’t wait to have you back on and watch the journey. Thank you so much.

 

Jainee Dial: Thank you.

 

 

[END]

 

Kristin Carpenter-Ogden: Wow. This whole Kickstarter thing, I feel like I’m watching a dramatic reality show when I was listening to our brave leaders, Lindsey and Jainee, talk about their experience in the trenches with Kickstarter. It definitely made them stronger, and I’m stoked it didn’t kill them. That’s maybe Kickstarter’s new tagline. I think Jainee summed it up perfectly when she called Kickstarter “a storytelling platform.” That’s not necessarily how we look at it, is it? But it’s so, so true. And that’s why it’s a peer review. People are emotionally connected to the stories being presented on Kickstarter. They want to vote with their dollars. This is much needed, but also terrifying to learn this much about your idea, your go-forward plan, to really open up and be vulnerable in this way.

 

But think about the takeaway here: Learning from your core audience in this way, in this tight, incredibly strong dose of peer feedback, is awesome. It’s literally something that other brands, probably, in the old playbook era, spent years trying to uncover. I’m really proud of these ladies for hitting their first funding milestone. But know that they have a stretch goal, too, so head over to wyldergoods.com, that is w-y-l-d-e-r goods.com and support that stretch goal on their Kickstarter campaign. Please also send this episode to all your friends and family who might want to support Lindsey and Jainee, too. They’re doing some big shit. Pardon my French. I can’t wait to see what they do next.

 

And speaking of visionary outdoor founders, we’re just one week in to the launch of the A-Game Alliance. And I have to report in that I have rented up a group of complete and total badasses in this awesome alliance program. The A-Game Alliance is the world’s first and only private mentorship, training and peer-networking site created just for founders and the outdoor-active lifestyle and health and wellness markets. For the rest of May and the start of June, I’ve opened enrollment and you won’t have another opportunity to apply for membership until Fall 2016. Head over to intrepidentrepreneur.net and click on the A-Game Alliance icon right at the top of the homepage to learn more and to apply. And until next time, everyone, go big.

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