Jon and I have been discussing the desire to get to know the people behind a company. I remember when we decided to launch the Popcorn, Indiana wholesale line of Dale and Thomas and I was concerned about losing the brand experience. In retail we had almost full control over how a customer interacted with us, we chose the flooring, signage, lighting, uniforms and the people who would represent the brand. We couldn’t control the smell of burning popcorn (it happened all too often in the first few months and the fire department could not be placated with offers of free Chocolate Chunk n’ Caramel) but this was our domain and if done right it would leave a visitor with a particular experience. While I thought our choice of a red bag and  classic logo was a perfect fit for Popcorn, Indiana – once it hit store shelves it was just one more bag in a row of snack bags.

Online is THE opportunity and I find it odd how many brands don’t leverage the chance to truly interact with consumers. In fact, it may trump retail. At a store I may find a bitter employee, the owner may not be there, they may be out of stock, I may have crying kids with me. But online I can take my time, I can be lured with imagery and tales of triumph and failure.

Rich photos, entertaining videos, stories about the people who wake up each morning excited to make their products – needless to say, Jon and I are aiming to provide as much interaction as possible with Abe’s. We most likely won’t get their from day one but we will always be gunning for it. Please push me if we seem to forget that that getting to know a brand is easiest online.

Here are some snippets of what’s happening at Abe & Dotty.

We’re forging ahead on website development. We’ve invested a tremendous amount of time researching what we want our site to be and do. This resulted in a thorough specification document, ensuring we’re aligned on key strategic and technical issues. We’re also working on the art (and science) of the user interface design. Very exciting. It’s a fun challenge to find the balance of conveying our brand personality in the design but in a way that’s clean and easy to navigate.

We’ve begun some informal, market research-style conversations with natural product business owners. Fascinating to hear about their passion for their products, their challenges, pain points, etc. These conversations are illuminating some great ideas. And the conversations are validating that we’re hitting on a highly valuable and needed opportunity.

We’re working on investment strategy. We’ve had several informal conversations with both individuals and institutions. The feedback is fantastic. We’re working through models to hone in on how much we want to raise and when. And we’re developing an investor presentation that communicates all key points in a way that’s succinct and engaging. Definitely want to avoid PowerPoint hell.

Much more going on that I can’t reveal just yet. So far, I’m having a great time on this journey.

A number of folks have contacted me in the past few days with reactions to my starting a company. For those who encouraged me, thanks for the supportive feedback. For those who questioned the wisdom of starting a company in this economy, thanks for challenging my thinking. I’m convinced that now is a great time to start a company and a great time for Abe & Dotty specifically. Here are seven reasons that are either general reasons to start a company now or specific reasons that have me encouraged about Abe & Dotty:

1) Seth Godin, among many others, is predicting that “local is the next big frontier.” While “local” refers to geography, I think the implication is broader. I think consumers want to feel more connected to their product and service providers. People want to feel a personal connection of the sort that existed for many years at the neighborhood pharmacy or bank or dry cleaner but which is largely lacking now. Supporting smaller businesses who are tangible makes consumers feel good, and it enables stories. When is the last time you bought, say, some soap from Fortune 500 Company X at Behemoth Retailer Y and went home to tell your friends about that purchase. But if you ever buy handcrafted soap made by Stay-at-Home Mom X from Local Boutique Y, wouldn’t you consider telling your friends that you just bought “some all natural soap made locally with fresh lavender, and it smells great”? While Abe & Dotty is not specifically about “local” small businesses in any particular geography, it is squarely about helping upstart, entrepreneurial, smaller businesses. And it’s about enabling stories.

2) The healthy and natural component of Abe & Dotty positions it in the “green collar” sector that President Obama sees as critical to the U.S. government economic stimulus package.

3) Even in this down economy, consumers continue to care about health, wellness and the environment and to spend money on products that support these concerns. See these interesting data points from the 2009 Cone Consumer Environmental Survey (http://www.coneinc.com/news/request.php?id=2030), conducted January 29-30, 2009:

• 44% say “MY ENVIRONMENTAL SHOPPING HABITS HAVEN’T CHANGED AS A RESULT OF THE ECONOMY”
• 34% say “I AM MORE LIKELY TO BUY ENVIRONMENTALLY RESPONSIBLE PRODUCTS TODAY”
• 8% say “I AM LESS LIKELY TO BUY ENVIRONMENTALLY RESPONSIBLE PRODUCTS TODAY”
• 14% say “I DON’T SHOP WITH THE ENVIRONMENT IN MIND, REGARDLESS OF THE STATE OF THE ECONOMY”

4) Though institutional investment activity is relatively quiet, I’ve talked to private investors who are specifically seeking investment opportunities aside from the stock market and real estate. Though no investment is needed yet for Abe & Dotty, I’m optimistic that if and when that time comes, we’ll be an attractive option for investors.

5) There’s a vast pool of available talent in the market.

6) Advertising inventory and other brand-building tools are available at low cost.

7) It’s prudent to prepare now to be in a business leadership position when the economy improves.

So….. onward with Abe & Dotty.

Fantastic day at Abe and Dotty!  I’ve wanted a partner on this journey.  There’s plenty of work for more than one person, and it’s more fun with a trusted partner.  As is, I’ve been using my buddy RD as my sounding board for all things related to this company.  Unofficially, this has already been a partnership.  Now, it’s official – RD is on board as a full partner and is as excited as I am.

Richard Demb is not only a great friend but a veteran business-builder.  His most recent venture is Dale and Thomas Popcorn and it’s wholesale brand, Popcorn, Indiana.  Richard co-founded that company in late 2002 and has grown it into a cult brand doing tens of millions of dollars in sales annually.  In building a gourmet natural popcorn business, RD attended many natural product shows, met many great natural product companies trying to build their businesses, knows the challenges those business face daily, and knows how to solve them.  In short, he fully “gets” what Abe and Dotty is all about.

From a business standpoint, partnering with RD is a no-brainer.  Neither of us, however, is interested in putting business in the way of friendship.  We’ve spent weeks talking among ourselves and consulting with our wives and other trusted advisors about the idea of working together.  We take it seriously.  After crossing off how we’ll handle potential challenges to ensure a continued friendship, we’re ready to roll.

RD, welcome aboard.  I’m thrilled to be working with you.  Here’s to building a tremendous company….and maintaining a valued friendship!

Having worked on a few startups in the past, I know that the “traditional” way to start a business is to do so under a veil of extreme secrecy – to not speak about the business at all until it has launched. I think those days are largely over. Of course, I can’t reveal the core business idea of Abe & Dotty just yet, but I’ll happily write here about the whole process of starting the business. I’ll write about naming/branding, raising money, hiring people, key strategic decisions, marketing and more. In doing so, you’ll likely be able to figure out exactly what this business is.

I’m not interested in building a business with anything to hide. On the contrary, I want to build a transparent business. One of my favorite authors/marketers/bloggers is Seth Godin. I’ll probably quote him often. In a blog post last week, he wrote “The closer you get to someone, something, some brand, some organization… the harder it is to demonize it, objectify it or hate it. So, if you want to not be hated, open up. Let people in. Engage. Interact.”

I think it’s great advice. I’ll open up. I’ll try to engage. I need you to interact.