Live Episode! Angie's BOOMCHICKAPOP: Angie & Dan Bastian (2019)

Rebranding

Angie and Dan Bastian's journey with BOOMCHICKAPOP began with a bold rebranding strategy. Initially, they faced skepticism with the name "Boom Chicka pow pow," which was later refined to "Boom Chicka Pop" to capture a sense of empowerment and curiosity 1. Despite initial resistance from buyers and internal teams, Angie and Mary Hannahan, the marketing director, championed the new brand identity, aiming to appeal to women and break away from traditional marketing norms 1. Angie emphasized, "We want to own something else... It's going to celebrate the feminine," which led to their product becoming the first non-GMO branded popcorn on the market 1.

   

Partnerships

Strategic partnerships played a crucial role in BOOMCHICKAPOP's expansion. The Bastians partnered with Sherbrook Capital, a venture capital firm, to secure the necessary funds for growth, despite initial hesitations about private equity 2. This partnership enabled them to set up an employee equity pool, professional sales, and marketing teams, and expand their product line beyond kettle corn 2. Angie noted, "We wanted our people's success to be success along with us," highlighting their commitment to inclusive growth 2.

   

Sales Techniques

The Bastians' innovative sales techniques were pivotal in scaling their business. They demonstrated persistence by continuously reaching out to Trader Joe's, eventually securing a significant order despite financial constraints 3. Dan Bastian recalled, "A lot of phone calls and a lot of product being sent," which eventually led to a nationwide distribution deal 3. Their hands-on approach, including hand-packing and labeling popcorn with their children, exemplified their dedication and resourcefulness in building the brand 4.