Ben & Jerry's: Ben Cohen And Jerry Greenfield (2017)

Business Beginnings

Ben Cohen and Jerry Greenfield embarked on their ice cream venture with a blend of curiosity and practicality. They initially considered bagels but found the equipment too costly, leading them to ice cream. Burlington, Vermont, became their chosen location due to its lack of competition, despite its cold climate 1. They meticulously researched and even used a clicker to count potential customers at various corners, demonstrating their commitment to making informed decisions 2. Jerry noted, "We researched it quite a bit. We sent away for 30 SBA pamphlets that cost between fifteen cents and three dollars per on all the different aspects of running a business" 3.

   

Early Challenges

The early days of Ben & Jerry's were marked by significant challenges, particularly during the harsh Vermont winters. The duo faced financial struggles, prompting them to create Free Cone Day as a way to thank customers and boost business 4. They also sought guidance from the Service Corps of Retired Executives, which helped them negotiate a loan extension with their bank 4. Jerry described the experience as "falling down the side of a cliff, trying to grab onto whatever branch was there," highlighting the intense effort required to keep the business afloat 5.

   

Brand Growth

Ben & Jerry's gained national attention after being featured in Time magazine as the "best ice cream in the world," a pivotal moment that propelled their brand to new heights 6. This recognition not only boosted their confidence but also expanded their business model, allowing them to reach a wider audience. Jerry reflected on the impact of the article, noting, "That was all we needed to read," as it validated their hard work and dedication 6.