Hello friends,
Of the many startups to appear on the famed show Shark Tank, Sand Cloud stands out for its mission to save marine life. Founded on the sunny beaches of San Diego by three friends with a dream to reinvent an age-old product, this now-famous beach towel went through several iterations before finally finding success in the marketplace.
Sand Cloud started with an early twist on a classic item - adding a pillow to the towel. Founders Bruno Aschidamini, Steven Ford, and Brandon Leibel began their towel empire to create a product that would make it easier to sleep on the beach. The concept was simple enough, but development proved challenging. Their first iteration was a pillow sewn to a discount towel by a seamstress, which they sold for $20 each. The "Cloud Nine" pillow-towel gained popularity but wasn't profitable enough to break even.
Years later, the three friends reconnected and redesigned "Cloud Nine" into "Sand Cloud." The concept failed to gain interest once again until the three took the concept to Orlando's Surf Expo trade show in 2015. Rather than buy the pillow towel, expo-goers fell in love with a regular beach towel featuring a mandala (a design composed of interlocked circles and shapes) the team had in their tent. A representative from surfing brand Quicksilver purchased $20,000 in mandala towels from the team, and suddenly they found a new outlet for their idea.
Although it was difficult for them to deviate from their original concept, the three friends pivoted to a design-centric towel model. They envisioned a lightweight beach towel that wouldn't retain sand, allowing users to easily shake it off and pack it without any mess. This new direction led to an impressive $430,000 in sales in their inaugural year. In a gesture of gratitude and to foster brand loyalty, Sand Cloud committed to donating 10% of its profits to marine life conservation.
In 2016, Sand Cloud was invited to appear on Shark Tank, where their dedication and innovative spirit caught the eye of shark Robbert Herjavec. The investor purchased a 15% stake in the company for $200,000, and the appearance skyrocketed Sand Cloud's sales.
Sand Cloud's original idea was merely a springboard to a much bigger mission. A willingness to part with a beloved idea and pursue a more profitable venture allowed the three friends to reinvent the beach towel, turning it into an item that could help save marine life. Thus, Sand Cloud is not just a Turkish towel company - it's a movement to impact the world. The Sand Cloud team shows how flexibility is essential in the innovation journey. This flexbility means having the courage to experiment, learn, and take action based on what you have learned Instead of simply following a linear path from point A to point B, this mindset can open up many more possibilities and unexpected results.
As the founders of Sand Cloud navigated the unpredictable currents of the entrepreneurial journey, their tale offers invaluable insights for creatives and business enthusiasts. Their voyage from a simple beach towel idea to a global movement underscores the profound impact of adaptability in the world of startups. Drawing inspiration from their story, let's delve into three pivotal takeaways that highlight the essence of flexibility in the quest for success:
1- Embrace Change and Feedback:
Embracing change is a cornerstone of innovation. Eric Ries, in his book "The Lean Startup," emphasizes the importance of the "Build-Measure-Learn" feedback loop. Startups should quickly build a minimum viable product, measure its performance in the market, and learn from the results. If the product doesn't meet expectations, entrepreneurs should be ready to pivot based on feedback. This iterative process ensures that businesses remain agile and responsive to market needs.
2- Stay True to Your Core Mission:
Simon Sinek, in his renowned TED talk "Start with Why," emphasizes the importance of understanding and communicating the 'why' behind what we do. Companies that have a clear sense of purpose and can articulate their "why" tend to resonate more with their audience and inspire loyalty. In his book "Drive," Daniel H. Pink also discusses how purpose is one of the three intrinsic motivators for people, alongside autonomy and mastery. Businesses that have a clear mission and purpose not only attract loyal customers but also passionate employees who believe in the cause.
3- Flexibility Leads to Innovation:
Sir Ken Robinson, in his TED talk "Do Schools Kill Creativity?", discusses the importance of fostering an environment where mistakes aren't stigmatized but are seen as a natural part of the creative process. This perspective aligns with the idea that flexibility and a willingness to experiment can lead to groundbreaking innovations.
As we reflect on the journey of Sand Cloud and the lessons from thought leaders, we are reminded that the road to success is rarely linear. It's filled with twists, turns, and unexpected detours. So, to every aspiring entrepreneur, innovator, and dreamer reading this: Let the story of Sand Cloud inspire you to chart your own course, embrace the unexpected, and make a lasting impact. The world awaits your brilliance. Embrace the journey, for it's in the journey that true innovation and transformation lie. Dare to dream, dare to change, and most importantly, dare to make a difference.
Dream Big!
Hussain Almossawi
Embracing the Power of Originality
In Adam Grant's TED talk, "The surprising habits of original thinkers," he unveils the unexpected traits that fuel trailblazers. These are the brave souls who, despite fearing failure, dare to challenge the norm.