Jenna Tanenbaum

Founder of GreenBlender

THIS CHAT HAPPENED ON April 06, 2017

Discussion

Jenna Tanenbaum@jennatanenbaum · Founder, GreenBlender
Hi there! I'm Jenna Tanenbaum the founder of GreenBlender, a smoothie delivery service. We ship all the pre-portioned ingredients nationwide to make smoothies at home. I run GreenBlender with my boyfriend, Amir Cohen. Prior to GreenBlender I did marketing at ClassPass and data analytics at Chartbeat. I love talking about health and wellness, customer acquisition, running a tech enabled food company, content marketing and co-founding a company with your significant other. Ask my anything!
Capri Galaska@caprihiggins · Co-Founder @anchorxyz
👋 Hi, Jenna! I'm super excited you're doing a live chat 1) beacuse I started GreenBlender in 2015 and still have all my recipe cards (they're the BEST) and 2) I co-founded an app with my husband the first year of dating. I'd love to hear about your journey together and any tips you have for SO Co-Founders. 👥
Jenna Tanenbaum@jennatanenbaum · Founder, GreenBlender
@caprihiggins That's amazing! Congrats. For me working with my significant other is the best. I think in part because our professional skills are so complimentary. He does a lot of product development and coding where I do the marketing and content. We are able to command our own domain and collaborate without stepping on each other's toes.
Hayk Yaghubyan@haykoyaghubyan · Serial entrepreneur and digital marketer
Hi Jenna. You really have created an interesting business model. When I was at high school I've tried to run a site which was involved in the healthy food industry. However, I left it because of some reasons. I have a couple of questions connected with this industry. 1) I red that most food and drink recipes don't have any copyright so everyone can use it and sell it with any service like consulting. Is it right? 2) Also, I saw that GreenBlender provides recipes with its services. So have you ever faced with the problem of copyright for those recipes? 3) The last question is: How did you start this startup? Which channels and advertising methods did you use to get your first customers? Also, did you run it just as a blog first and then after having a huge number of articles and readers started providing services?
Jenna Tanenbaum@jennatanenbaum · Founder, GreenBlender
@haykoyaghubyan GreenBlender's mission is to help people create healthy habits in their life. We send not only the recipes but also all the ingredients to make those recipes. The internet is not at a loss for recipes but it is another thing to have to get all the ingredients in your house to actually execute them. We intentionally publish all our recipes online so anyone can get inspiration from them - we have over 700 recipes and counting. We launched GreenBlender as a product first. Becuase we send new recipes every week, after 3 years our content library has grown a lot. We were always focused on creating a physical product and used the tech side to enable it. Here are the 3 channels we focused on first: 1. Organic search - right off the bat, we posted all our recipes online and started creating content around smoothies and health. SEO is one of those things that takes time to build so it's best to start immediately. 2. Build your email list - I think the email list is one of the most underrated and least talked about thing to grow. Instead of focusing all your time growing your Instagram numbers, try growing your email list. GreenBlender is not an impulse buy so we knew we had to create some trust before someone would purchase. We made it really easy to give us your email on our website and created gated content. We created a smoothie ebook that required you to give us your email address to download it. Once we got an email, we were able to start a drip campaign to further nurture that lead. If you're new to email marketing, sign up for this drip campaign - http://email1k.com/ 3. word of mouth - leverage your early adopters and help them spread the word. Think about how to best structure a friend referral program and roll it out as soon as you can.
Emily Hodgins@ems_hodge · Community and Marketing, Product Hunt
Hi Jenna thanks for being here today. What top customer acquisition tips can you share with us today?
Jenna Tanenbaum@jennatanenbaum · Founder, GreenBlender
@ems_hodge Love this question. 1) make it easy for your current customers to share your product with their friends. Encourage your customers to be evangelists for you by creating a friend referral program. 2) understand and master facebook ads. It's an all you can eat buffet if you can get the targeting right. 3) instead of growing your social channels, grow your email list and focus your efforts on email marketing. I think that is the most undervalued channel new companies neglect.
Jacqueline von Tesmar@jacqvon · Community at Product Hunt ⚡️
What’s it like founding a company with your significant other?
Jenna Tanenbaum@jennatanenbaum · Founder, GreenBlender
@jacqvon If you feel you could work with your significant other, I highly recommend it. Amir and I often think about how amazing it is to be able to spend so much time together. We already proved we worked well together as a couple so it seemed very logical for us to work together in a professional setting. I don’t think working with your significant other is for everyone but here are a few reasons I think it works well for us: Draw clear lines One reason why this works so well between us is that we have very complementary skills. I work on marketing and customer acquisition and he works on product and the website. We are never stepping on each other’s toes because we have divided our roles in the company in a clear way. Respect each other’s business sense We also have a very deep respect for each other’s opinions and business sense. I trust that Amir will make the correct decisions for the business and he feels the same way. We aren’t second guessing each other. Set time aside that are not work related Work can be all consuming, especially when you work with your significant. It’s important to carve out “no work” times so you can both take a break.
Seth Williams@sethbwilliams · Designer, Product Hunt
What does success look like for you?
Jenna Tanenbaum@jennatanenbaum · Founder, GreenBlender
@sethbwilliams helping people redefine the relationship they have with their health and with the food they eat.
Ayrton De Craene@ayrton · Code @ Product Hunt
What is the number one piece of advice you ever received?
Jenna Tanenbaum@jennatanenbaum · Founder, GreenBlender
@ayrton ask for forgiveness not permission
Jake Crump@jakecrump · Community Team with Product Hunt
What is your number one advice for first time founders?
Jenna Tanenbaum@jennatanenbaum · Founder, GreenBlender
@jakecrump Just get a product into your customers' hands. even if it's not perfect sooner is always better than later. Iterate, iterate, iterate.
Danny Tirmizi@danny_tirmizi · Founder : Icarus App
Hi Jenna! Could you tell us what three platforms or channels helped you spread the word to the masses at your early stages?
Jenna Tanenbaum@jennatanenbaum · Founder, GreenBlender
@danny_tirmizi Even to this day, it's really just focusing on acquiring one customer at a time. Here are the three platforms/strategies we used when we were just starting out: 1. Organic search - right off the bat, we posted all our recipes online and started creating content around smoothies and health. SEO is one of those things that takes time to build so it's best to start immediately. 2. Build your email list - I think the email list is one of the most underrated and least talked about thing to grow. Instead of focusing all your time growing your Instagram numbers, try growing your email list. GreenBlender is not an impulse buy so we knew we had to create some trust before someone would purchase. We made it really easy to give us your email on our website and created gated content. We created a smoothie ebook that required you to give us your email address to download it. Once we got an email, we were able to start a drip campaign to further nurture that lead. If you're new to email marketing, sign up for this drip campaign - http://email1k.com/ 3. word of mouth - leverage your early adopters and help them spread the word. Think about how to best structure a friend referral program and roll it out as soon as you can.
Danny Tirmizi@danny_tirmizi · Founder : Icarus App
@jennatanenbaum Great advise ! I too am an NYC based startup and its cutthroat our here for us but I will follow the email marketing tips you gave . Do check us out www.Icarusnow.com for DIY tips! Cheers
Michael Pottern@michael333 · Finding hidden gems is my jam
Hi Jenna, have you found marketing your product nationwide for customer acquisition the easiest or are you focused on key markets where you form partnerships with people that are already talking to their market
Jenna Tanenbaum@jennatanenbaum · Founder, GreenBlender
@michael333 Good question. We really didn't have the luxury to market nation-wide until the beginning of this year. So up until then we had to geo-target all our ads. We focused a lot of our efforts on Facebook advertising because it really allowed you to geo target without such a huge premium. We also focused on more regional partnerships - for instance local stores or events - that were geo-targeted by default. You also have to just focus on acquiring one customer at a time.
Imadel@imadel19 · Imad
hello
Jake Crump@jakecrump · Community Team with Product Hunt
What is your morning routine?
Jenna Tanenbaum@jennatanenbaum · Founder, GreenBlender
@jakecrump Even though I run a smoothie company, I am not a morning person. I really wish I was but alas. I typically wake up at 7:00 am if I want to run before work, if not, I wake up at 7:45 am. 7:00 am - Take my resting pause: I’m a bit of a data nerd and I obsess over data points. I track my resting heart rate every morning to see how well I’m recovering from workouts. I record those points so I can see how they change over time. 7:00 am - Drink water: I keep a glass of water next to my bed so I can immediately drink a pint right when I wake up. 7:05 am Sweat: I usually keep my weekday workouts short, no more than 30-45 minutes as I am not a morning person. If I miss a morning workout, I make a lunchtime workout at my local rock climbing gym. 8:15 - Head to Work and Meditate: On the train to work (I live in NYC), I always do a 10 minute guided meditation on my headspace app. After years of trying and failing to sit on a cushion and carve out 30 minutes of meditation at some point during the day, I found that working it into an already set routine held the best results. Now I never miss a day! After I finish meditating, I catch up on the news by reading Fortune’s daily newsletter, The Broadsheet. This newsletter is one of my favorites. It focuses on current events through the lens of women in business. 10:00 am Smoothie: Everyday at 10am, live on Facebook, I make a smoothie from the GreenBlender box that week. I want to show people how easy it is to start your day with a healthy decision and empower them to take control of their health. After that, the whole GreenBlender team drinks that smoothie during our morning meeting.
Ben Tossell@bentossell · newCo
Hey! If you had to swap lives with a tech CEO for a week, who would it be and why?
Ben Tossell@bentossell · newCo
What is your most recommended app to people to use?
Jenna Tanenbaum@jennatanenbaum · Founder, GreenBlender
@bentossell headspace. I use it every day.
Emily Hodgins@ems_hodge · Community and Marketing, Product Hunt
What's something you've learned as a founder and a boss that has surprised you?