Emily Vaca: Founder & CEO of MINNIDIP

Kara Goldin 0:00
I am unwilling to give up that I will start over from scratch as many times as it takes to get where I want to be I want to be, you just want to make sure you will get knocked down. But just make sure you don’t get knocked down knocked out. So your only choice should be go focus on what you can control control control. Hi, everyone and welcome to the Kara Goldin show. Join me each week for inspiring conversations with some of the world’s greatest leaders. We’ll talk with founders, entrepreneurs, CEOs, and really some of the most interesting people of our time. Can’t wait to get started. Let’s go. Let’s go. Hi, everyone. It’s Kara Goldin from the Kara Goldin show. And I am so excited to have my next guest Emily Vaca, who is the founder and CEO of one of the most fun brands around MINNIDIP. Many dip is the first designer inflatable pool brand. That’s right pool brand. Festive, colorful on trend designs created for grownups as much as kids. No longer will those looking to cool off on hot days have to completely ruin the beauty of stylish outdoor decor with sad blue inflatable, yucky pools, right? You all remember those the kind that you get at the up at the drugstore, you have to up your game a little bit and get into the MINNIDIP site and check out what they’re doing. But also, I’m really psyched to hear how Emily has built this company and her experience before and how that’s translated into being able to not only create a company, but also build it and scale it as she has. So welcome Emily,

Emily Vaca 1:47
thank you so much for having me. I’m so excited to talk with you. Super,

Kara Goldin 1:51
super cool. So let’s jump right in your background is on the design side, you had your own design company, when you decided to start mini depth. Can you share a little bit more about that? Like what that experience and how you came up with the idea for MINNIDIP?

Emily Vaca 2:09
Yeah, absolutely. Yeah. So my entire background has been creative, ever since childhood college. And then I actually went into advertising as a designer and art director right out of college. And I was working in different agencies for about 10 years prior to launching meetup. But I was working full time around the clock and advertising, which is crazy hours, like 120 hours a week, things like that. And on the side, I actually launched my own design house. Just because I really wanted to have, I wanted to be an entrepreneur, you know, since I was a kid, and I wanted to have a little piece of something that was completely mine. And I use that as an outlet to focus more on like event design and interior design. So it kind of had those properties that the design I was doing in my full time advertising Job didn’t really have. So it was kind of filling that gap for me and just was purely a passion that started in 2012. And soon after kind of working on that. I was building my own client list, but simultaneously was working on packaging, TV commercials, branding, websites, apps, for global brands, and really loved seeing the full 360 of how you build a brand. And I was kind of bringing that into my own design house with like I said the event and interior design aspect to it. But then I really missed that tangible, make it with your hands type of art, I was also an artist as well as a designer, so I kind of really miss that tangible thing. And event design interior design gave me that through DIYs, or I was being commissioned for wedding favors that was making by hand. And that’s when I really started to love product as well. And not just the design to promote it, but the product itself. And it was a couple years in and I told my husband, you know, I really want to have a product on target shelves. That’s mine one day, that was my number one goal. And he reminded me that years earlier, I had this idea for an inflatable pool, and reminded me of it and that’s really when the lightning struck like why am I not doing this right now I need to get started right away. So that’s really what kind of brought all of my experience in design and marketing and propelled it into the product space which was so foreign to me, but really exciting at the same time.

Kara Goldin 4:32
Your experience as you’re describing it kind of reminds me when I launched the company that I founded hint, I was surprised in some bizarre way that the product sold off the shelf. I was so focused on creating the product and getting it on the shelf. But when I had heard that the product had sold 10 cases at Whole Foods when we first launched I have And to be delivering a baby in the hospital and I get a phone call from the Whole Foods buyer that were sold out. I was like, Wait, who, like who took the product? No, they sold, you have to get back in here to like replenish the product. I mean, there’s so many pieces to accompany that, you know, you have to, you can’t just have the flow toward the pool, or you have to create a box, you have to, you know, get it on the shelf. Like there’s so many aspects to it. So what has been the most surprising, like, what was your moment, at the very beginning, when you were just like, Oh, I forgot about that, or I didn’t realize that part was going to come so soon.

Emily Vaca 5:42
Um, I would say everything has been such a whirlwind, that there are a lot of those moments. But I think I was in the lucky position that I could do everything from, like you said, the packaging, the logo, the website, all of the photos, were taking in our living room where I’m standing right now in our rooftop of our condo, and I could do all of the things except for actually manufacture it. So it was learning those logistics and kind of figuring out, you know, the manufacturing lingo and understanding supply chain. But I will say the thing that surprised me the most was just the investment of an inventory based company, you need capital constantly. With design, it was free. That was just my time. And you know, it was years and years of experience that that allowed it to be free for me. But that was just time based versus just constantly having to figure out projections of how many do you order are you going to over buy under buy. So the the manufacturing of goods and needing that capital to fund inventory based company versus a design company that I had had for years where, you know, I was doing freelance client work and estimating my time and attaching a value to that for my customers was so different than attaching the value to a product or a thing that was being produced. And I think that was a moment that I don’t think I would have understood since I wasn’t in the the product space. But quickly, you know, took that challenge and figured it out. And then the momentum after that after our first collection was just crazy, I actually had the meeting with my target buyer within a year of launching minidump and had the PIO to be in store every Target store of the following year. So I didn’t think it would happen that fast. That was my goal. And to be able to do that, because I was bringing something that wasn’t in the market yet. And it was such a fresh and new approach using design to completely reinvent that category. That was just like, Thank God, I figured out that logistical part of it with the manufacturing because I knew I had a good idea. But that was the part I couldn’t control. So figuring out that challenge and then it propelling so quickly. was just that was the world when for sure in the beginning.

Kara Goldin 8:03
So how many SKUs Did you launch with.

Emily Vaca 8:05
So our very first collection was three pools, three ring pools, and I had to cut like 15 designs, I wanted to produce so many but obviously, you know, trying to get proof of concept, I started out very small, and narrowed it down to three because they felt like three is a good number to have a full collection. And that seemed like a one off product. The following year, we launched another one plus floats with confetti pieces in it. And then when we went into Target, we hit shelves with think of six designs all three ring. And that same year, I developed the tufted silhouette, which is our most iconic MINNIDIP. It’s patented, I’m so proud of that I always wanted to have a patent. So that was 2019 when we introduced that and then target started carrying it the following year. So then it became really iconic for us as one of our silhouettes. And to date. I lost count this season. But as I last checked, like we I was at 55 different patterns that I had developed as of last season. So I want to say probably up to like 70 something now. But um, I make every pattern myself develop every silhouette, figure out the engineering for the product. I’ve just really loved the product development side of it in addition to the pattern creation. So you

Kara Goldin 9:26
mentioned start small, so how big like you had three skews how many? Just to give people sort of an idea. I would imagine you initially just put it online, right and you add your own products you weren’t in target for another year you were trying to figure things out how many products did or like what was your initial kind of order just to get a proof of concept?

Emily Vaca 9:51
Yeah, so I did the minimum which I had obviously no idea how quickly they would sell or if they would sell and launched it just on our.com June 1, which now I know is way past the season for inflatable pools now we launched in February, typically a new collection. So we kind of missed that summer, but I went with the minimums for those three. So that was about 1500 units that first year that I ordered. And just the show kind of how it scaled, we’re at over a million units to date. So within six years, we went from Yeah, 50 or five years, 1500 units to over a million total, not per year, but total total sold.

Kara Goldin 10:37
And selling by the way and right like and that was

Emily Vaca 10:43
starting in June. Yeah, that first year, was very small, sold very few of them, because they also didn’t arrive. We started with pre orders. They didn’t arrive until summer was basically over. But I really wanted to get them out there because I knew I had the idea in 2013. It was 2017. I knew it’s only a matter of time before somebody is like why why is this not in the market. So I felt that pressure to not sit on it any longer and launched. And then the following year was huge for us. But of course the copycat started as soon as they saw that first Instagram post go up on our feed, it made the rounds to you know, that category. And we the following year already, we’re dealing with copycats, and competitors following suit. But it was really important for me to be first to market because we were completely reinventing that category.

Kara Goldin 11:36
And so what do you do about copycats, we’ve had a lot of people on talking about that about their different categories. One of my favorite interviews with it was with elf, elf on a shelf. And she talked all about that and how it goes, I thought it was fascinating that it’s not just about the, you know, the book or the doll or the accessories, it’s about how it’s being used. And so they actually have a lot of attorneys who are cease and desist all over the internet, not just around the product, but about, you know, using it in some vulgar way or whatever, which I thought was really interesting that they take that very, very seriously, and what the brand means to people, etc. So, but I’m so curious, like, what do you do about the copycats that are out there,

Emily Vaca 12:28
we’re still trying to kind of navigate that and figure out the best approach, it of course, is extremely disheartening. Every time we see another one, you know, hit Google or anything like that, when we’re just randomly searching for MINNIDIP and copycats pop up. I always say it feels like running into an ex boyfriend on the street, when you’re not prepared. You’re like, oh, that’s a gut punch. I wasn’t mentally prepared for that. But I think rather than getting distracted, because of course, you know, for a day or two, I’m really upset about it. And it. I mean, some of them are so blatantly copying us. And we’re a small business and are very, you know, open about our brand and the fact that I founded it and I designed every pattern. So it they are very personal to me. So it is very hard. It’s not just about market share. It’s about stealing IP and innovation. But instead of letting it distract me, I always try to just remind myself that the innovation is what they can’t copy. Because if I continue to focus on moving us forward, and not just on a singular product, they’re always going to be a year behind at least, I just, it was such an obvious solution in the market that I knew that there would be copycats immediately, especially coming from advertising, I our competitors or our clients had competitors all the time that we were trying to remarket against to push against their competitors. So I just know that that was naturally part of it. So I was prepared for it. I was very secretive. In the beginning, I didn’t tell anyone what I was working on until it went live because I knew, you know, even reaching out to certain manufacturers was really hard in the beginning because if I gave them the idea to a pool company, they could just start doing it without me immediately because they already had either shelf space or the manufacturing figured out. So I had to be very careful in the beginning, but always knowing that hopefully these copies are you know, purest form of flattery to a degree. But there are things like the IP that we can protect like the the patented silhouette and different patterns that we do. Our legal team was something that we invested in from the beginning and so that is you know what we’re working to protect the most the the pure innovation side of it through patents and it just Yeah, it’s it’s a bummer when the big companies blatantly copy you especially after asking for samples and you send them product and then they have it and then oh, now you guys have one that’s identical That’s it’s just one, it’s so obvious that it’s the most frustrating, but we tackle what we can, but I just don’t want to get bogged down by it because I just want to keep innovating and introducing new product. I am

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Emily Vaca 17:14
Yeah, absolutely. So I always was looking to the pool to be the centerpiece of the backyard of a summer moment. And the three ring shape is what we all traditionally think of as a kiddie pool. But I really wanted to kind of explore it more as like a statement piece of furniture. And I have this obsession with tufted furniture. So I was like how can we bring that channel tufted look to an inflatable. It’s always I love designing a lot of different things, whether it’s home pieces, or you know, party decor. So it’s always kind of like how can I take this thing that I want to create and bring it into the inflatable world where I understand the engineering of it and I can figure out how we can make that come to be so it was years that I was trying to figure out how exactly could we bring that tufted look to our our silhouette of MINNIDIP and the scallop tufted is what makes it so iconic that the top line isn’t a straight line across like most pools it has scallops across the top to really give it kind of like a shell tufted channel tufted piece that I love that one the most just because yeah, really brought that that interior design look to your backyard.

Kara Goldin 18:32
I love it. So and it’s affordable as well. So it’s not the cheapest in the world, but it’s actually really good quality. And so and it looks awesome. For sure. So where did the name come from?

Emily Vaca 18:46
So that was I actually had a list of like 500 names that I was playing around with for a couple years while I was developing it. And that one just kept coming to the top of the list. Because it’s just with my my background in branding and design I love when it can be a noun and a verb. So it comes from the idea of skinny dipping, so you’re that’s why there’s two ends and minidump look good. It’s a lot of people, it takes them a while to figure out the play there. But it also is a more ownable because it’s not just about as a description of a MINNIDIP. That double and it really helps it stand out from you know, a brand awareness standpoint. But yeah, it’s a play on MINNIDIPping the MINNIDIP, it’s a small dip. So that was the one that yeah, just kept coming to the foreground and and eventually decided okay, this is this is what we’re gonna name it.

Kara Goldin 19:48
I love it, I believe so you started out as a direct to consumer company and then obviously you went into Target. You’re in other stores beyond just target it. But can you talk a little bit about like retail strategy? Because I know people always, we hear a lot about direct to consumer first. And then people go into retail, we actually went into retail and then went into direct to consumer. How do you think about that, like when people say what is your go to market strategy and how consumers ultimately buy your product?

Emily Vaca 20:22
Yeah, so, like I said, my number one goal was to be in target with my own product one day. So I always looked at it from a retail perspective. Everything from developing the packaging as I would for a client that was going to be on retail shelves, I knew that we needed to tell a story and have beautiful packaging, that if you’re walking in the aisle, it caught your attention and could give you the message that we couldn’t through our website or Instagram, because that’s not where we’re talking to you. So I had developed that strategy in the beginning. But number one, I wanted to make sure that was first to market since it was completely brand new and a new concept. And typically, you show you know, a book a year out from it being on shelves. So you take a lot of risk in sharing really proprietary ideas or confidential information, and you don’t know who you’re sharing it to, until you’ve really build a rapport with a certain retailer or whomever. So it was more from a confidentiality standpoint, that I didn’t want them to have the opportunity to beat me to the punch. So just knowing that I mean, just from my background, I knew that it would be such a long lead time that I would have to share those ideas, before we got to, to share them ourselves. So that was always where we started, like, let’s start out on our website, make sure that it’s clear that we were the original, and get that messaging across and tell our brand story. But also, we really wanted to have it be proof of concept, I knew that I couldn’t try to convince target to carry it on shelves at the volume that they would if I didn’t have the numbers to back up of the demand that people wanted it. And to have the photography by us flaunting it on our Instagram and website, we had all of these, you know, followers or influencers reaching out to us and wanting to take photos with it. So that really helped build the story of the interest in not just the product, but our brand that I could then take and have that to show them. And then like even to this day, now, we still use our website as a testing ground, I’m always coming up with new, you know, concepts that I really want to see if the demand is there, we work out, you know, kind of what makes it best for the end user. And we use our website kind of as that proof of concept testing ground, even to this day, and then we get to take it and you know, make a larger volume. When we bring it to you know, a target or anthropology or goop we’ve had, you know different retailers. But it really helps for us to have a direct line to the customer to to understand how they’re using it, how they like it, what they’re looking for, how can we make it better, before we kind of produce it at this larger scale that we might not have all of that data to pull from?

Kara Goldin 23:15
Definitely. So you have other products beyond pools when you decide to kind of go outside of your core product. And you’re launching your company initially, you guys are known for maybe one thing and then like how do you make that decision that you’re gonna go and do other things? And obviously, you can’t do just one thing. You have to do more things and how fast you like how do you make those decisions?

Emily Vaca 23:43
It’s, it’s, that is one of the hardest parts I would say only because I have so many ideas. My husband always jokes about like, just trying to wrangle my brain sometimes. Just because there is so much I want to bring to the MiniDisc brand. And editing it down and deciding where do you invest is really the hardest part. Because if you go too fast, and try to do too much, you kind of lose rains a little bit and you can’t pivot and follow what is working. But I will say I always knew that I wanted it to be beyond just the singular product that was always my biggest fear too is I don’t want to be a one hit wonder with one product that we’re known for. I always knew it would be a brand beyond that. Not just one thing. But I think that also, you know, came from me wanting to use it myself. And the reason that I came up with the idea is I was hosting a party on a rooftop and wanted a beautiful pool for everybody to you know, dip in while we’re sipping Rosae and there was nothing in the market. So that’s when the light bulb went off of let me you know figure out a design focused aesthetic, as people would say now, pool that we could use here big as I wanted it to match everything else at that party, I had put so much, you know, of my event design background into every detail of the party, and I wanted the photo to look perfect on Instagram and Pinterest. So I always saw it as a piece of a larger occasion and celebration. So it was a natural progression to really want to bring in all of those pieces, whether it be umbrellas, or cabanas. You know, drink were towels to have it all feel cohesive, because that was kind of the point from the beginning. But we had to start with the one super unique thing that we could and then kind of build that story out once we started to see what are people looking for? Do they do they really want the matching ring flow? And umbrella? Yes, they do. Like then we can kind of use that feedback and feel confident that when we invest into building those skews, that there is the demand for it versus us just feeling like we need to create this full catalog without really getting that feedback first.

Kara Goldin 26:01
Yeah, makes sense. So looking back, what would you say has been one of the hardest lessons that you’ve learned I’ve had, we’ve had our own lessons and building hints, you know, everything from not having a proper shelf life. Before we got it on the shelves early, we had clear labels, that was another one that we learned really early on that consumers couldn’t see the product, and it wasn’t gonna stand out. And we had to have a white background on labels versus clear. And that, like 10x, start our sales once we went to white labels versus clear labels. So all kinds of like little things like that along the way. But were there any big lessons that you learned, especially early on that you were like, ah, you know, I got to accept that that was a, you know, big challenge, or one that maybe you figured out, hopefully, you figured out along the way, and you didn’t lose too much money from it, but you were able to take it as a lesson and move forward.

Emily Vaca 27:03
Yeah, I definitely quite a few. And they’re always expensive. But lessons learned for sure. And my dad always jokes, well, that’s just you getting your MBA your business one on one, that was the investment instead of, you know, going and getting your masters, you’re learning it here through investing in yourself. So that always takes some of the sting out of it. The very beginning, what almost kind of bankrupt us, our first year was, we actually had a different company name, it MINNIDIP was always the brand name, but our company is Lavaca design house, it started out as a different name. And we had done our due diligence to know that we would be able to get the copy of the trademark of it. Because nobody else was in the category of our previous brand name, company name, excuse me. And so we had printed all of our packaging, had the website had the Instagram handle had all the things. And within our first year, we got a cease and desist for the company name. And we ended up going back and forth and reaching an agreement. But then we had to put the label on every box that we had, we had to hand label our current company name on top of the old one, because we you know, didn’t want to that was part of our agreement with them. So it was very time consuming, it was very expensive. And I like thank God it happened when it did it was a very expensive legal, you know, exercise as well for the the lawyer fees and all of that. And it was money that we did not have or anticipate needing at that point. So it really did almost kind of stop us in our tracks. Because it took up all of our funds. And we didn’t know if we were going to be able to move forward past that. But thank God it happened when it did because if we were on target shelves, and that happened and we had to pull hundreds of 1000s of units instead of the 1500 boxes that we had to cover up it would have been absolutely terrible and and you know cost us so much money and time and effort having invested in that so that was definitely one of the the moments that we didn’t know if we were going to be able to push forward but you know, I’m so happy we did um, it all happened for a reason our current name is even better for us. So yeah, the timing of it right when we’re trying to get our footing and i think i Yeah, it was maybe two weeks after we launched I think was when we when we got that even though we had legal counsel tell us in the beginning like no we’re gonna be okay like we did the due diligence and you can’t foresee it. So now that’s why we’re so protective of our IP and and doing the due diligence ahead of time because we don’t want to invest in that and then have to backtrack anything because it just takes so much. So much momentum off off of it. But there’s been other similar, you know, not not that disheartening or difficult to move past but always lessons, you know, either producing too much vital for for a product that we ended up not being able to, you know, get assembled and having to read navigate. Okay, well, how do we use this final for another product instead? Instead of pools? So? Yeah, I would say all of them our lessons, I’m so happy we learned at the stage in our path that we did, because it really helped us to avoid a bigger issue in the future.

Kara Goldin 30:47
Yeah, definitely. You have touched on this a little bit during this interview, and you talked about your dad, but best advice that you ever received, that you think about when you may be hit, challenging times, that you that sort of allow you to kind of get back up again,

Emily Vaca 31:07
I can’t think of a specific point of advice. But I would say if I didn’t have my husband, I, there’s so many things that his support and guidance and understanding, to just really help me navigate, i There’s no way I would be able to keep going. Because he is the ultimate sounding board. And in those early days, it was just us trying to figure out what we’re doing together. So I think, you know, when when he’s worrying about the business, then I can step in and give him the advice and vice versa, when I’m struggling to keep going. He’s the one that brings me up to keep going past the challenges. Because I mean, I guess the main advice that he’s given me is, what would you rather be doing working for someone else? And the answer is always no. Solely, like, this is what I want to be doing, no matter how hard it is, or challenging it is, I know that we’ve gotten where we are. And it’s exactly where, you know, six years ago, I was dreaming of being one day. So the fact that we were able to get this far, and having him be that reminder of every step along the way, the one person that really gets exactly where we’ve been, and can remind me of that is definitely what keeps me going.

Kara Goldin 32:24
Yeah, and I think you’re, you’re kind of hitting on on a topic that comes up a lot, which is, you know, entrepreneurship can be really lonely, and especially when you’re doing it alone, and you know, you’re trying to run the team, no matter how big the team is, you’ve got to have somebody else to be your Yang, whether it’s a co founder, or you know, a supportive husband or somebody, you know, Second Lieutenant, whatever it is, because it’s just there are those days that are stressful that you have challenging times that you’ve got to have somebody kind of reminds you about why you started in the first place and how you have weathered hard storms and things like that. And it sounds like that is a piece of advice that you would probably give to other entrepreneurs for sure.

Emily Vaca 33:14
Yeah, absolutely. It Yeah, that is one of the hardest parts of being an entrepreneur is the isolation that it can create, because the people in your life, don’t sign up for it with you necessarily my husband, luckily did in 2020, who was able to come on full time at meetup, and I am so grateful because I would have crumbled that year. Without him. It was the hardest one yet, but we got through it together because of his expertise. He’s also an art director and marketing. So he’s our CMO. And then my dad helping us like every step of this, but outside of the people that see it in real time, and or are going through it through themselves as an entrepreneur. People really cannot grasp how much sacrifice and compromise it takes to be an entrepreneur. And especially once it becomes successful, it’s even harder, and not having someone by my side who has seen every single day with me and gets it to his core, because he’s living it with me, it would be so isolating, because no matter how much you can explain it to someone not going through it, they they really just don’t grasp it or you’re working too much. You should Can’t you take a day off. And it’s like no, like this is 24/7 all the time because it is 100% Our company and we don’t get to step away at this point because it is successful. So we have to keep going and people who aren’t in that same position. It really as hard for them to to understand the sacrifice that we’re willing to make. And yeah, if I didn’t have him and we would say two words. We’re just so lucky. that we get to work together every day. I know most people are like, how is it working with your husband, but for us, like, I’m so happy that I create a company where I get to be with my husband and my pup every day. Yeah, my, like, that’s just the best gift ever. So it can be a super isolating,

Kara Goldin 35:16
I’ve worked with my husband as well. And it’s, it’s definitely it makes it, it’s nice. It’s it’s nice to be able to do that. And somebody who can finish your sentences when you can’t, things like that along the way. And, you know, that you’re able to talk to at 11 o’clock at night. And it’s it and, you know, definitely it makes such a big difference. So and somebody who also has different skill sets and can respect, you know, yours as as well. And and I think that that’s a key thing and know what else you have going on in your life too. Right. So that I think that’s really key. So this has been such a great conversation. Thank you so much Emily, and everyone needs to check out MINNIDIP, whether it’s at a target or another location or online at MINNIDIP, it’s mi n n i d IP, and we’ll have all the info in the show notes too. But Emily vaca thank you, again, really appreciate it. And thanks, everyone for listening.

Emily Vaca 36:21
Thank you so much.

Kara Goldin 36:23
Thanks again for listening to the Kara Goldin show. If you would, please give us a review. And feel free to share this podcast with others who would benefit and of course, feel free to subscribe so you don’t miss a single episode of our podcast. Just a reminder that I can be found on all platforms at Kara Goldin. And if you want to hear more about my journey, I hope you will have a listen or pick up a copy of my book undaunted, which I share my journey, including founding and building hint. We are here every Monday, Wednesday and Friday. And thanks everyone for listening. Have a great rest of the week, and 2023 and goodbye for now. Before we sign off, I want to talk to you about fear. People like to talk about fearless leaders. But achieving big goals isn’t about fearlessness. Successful leaders recognize their fears and decide to deal with them head on in order to move forward. This is where my new book undaunted comes in. This book is designed for anyone who wants to succeed in the face of fear, overcome doubts and live a little undaunted. Order your copy today at undaunted, the book.com and learn how to look your doubts and data is in the eye and achieve your dreams. For a limited time. You’ll also receive a free case of hint water. Do you have a question for me or want to nominate an innovator to spotlight send me a tweet at Kara Goldin and let me know. And if you liked what you heard, please leave me a review on Apple podcasts. You can also follow along with me on Facebook, Instagram, Twitter and LinkedIn at Kara Goldin. Thanks for listening