"Together Talks" # 145: Join the tryb with Co-Founder, Louise Butera

In this post, we cover our interview for our "Together Talks " campaign, with Join The Tryb and Co-Founder, Louise Butera . Join the Tryb is an online retail site where consumers can purchase samples and single serve items, allowing them to try before buying the full-sized product. Their mission is to support emerging & established brands in expanding their product reach, aiding them in their journey towards securing brick-and-mortar locations.

"Together Talks" feature # 145: Join The Tryb presented by KLS - Dedicated Logistic Services for Excellence -Driven Businesses In The USA

Story of how it was created?

I have been in the CPG industry for over 25 years, working with Fortune 500 companies like Colgate-Palmolive and L’Oréal. When I started a sales position at an agency in September 2023, my boss and I decided that I would focus on mid-tier and early-stage companies. As I became more involved, I was inspired by the founders’ dedication and wanted to contribute more.

During conversations with founders, I often asked about their pain points, and they mentioned their desire to get into big box stores. I began purchasing their products to try, but I quickly realized that most were sold in multipacks and large-sized packaging. I was spending $20-30 to try a product, and sometimes I found that it wasn’t to my liking, resulting in me giving the remainder to family and friends. I recognized that I was spending a lot of money just to see if I liked a product, and I thought, “This is not sustainable.” If I felt this way, I figured consumers probably felt the same.

That’s why I built Join The Tryb—to provide consumers with a place to try samples and single-serve products from emerging CPG brands. Join The Tryb also offers founders an additional avenue for reaching consumers while they pursue brick-and-mortar opportunities.

Meaning behind the name?

Join The Tryb was created by spelling "Tryb" with a Y to emphasize the word "Try" – Try?Before You Buy. This name also suggests that consumers are part of an exclusive club by joining.

Goals for upcoming year + Next phase of the company?

I've never owned a business, so I'm learning as I go. It’s taking me a bit more time to figure everything out, so I decided to focus on one thing at a time. I first signed up for TikTok, where I have an influencer trying the products and creating videos. I’m posting those, along with other content I find relatable. I've also opened a TikTok Shop.

I’ve learned that each platform is different, so I need to reconfigure the wording and other elements to ensure all products are represented on TikTok. This is a work in progress, as I have nearly 150 products in the store. I’m also working on getting the store up on Instagram and Facebook.

Since it's the holiday season, I've booked several local fairs to participate in to help promote the products. I’ll also be creating focused gift bags, such as gluten-free and personal care options. Lastly, I’m conducting short interviews with the founders so we can both post on social media, engaging consumers and sharing our journeys.

What have you learned from being an entrepreneur?

It has not been long, but I can say, it is not easy. Like most, I am bootstrapping so every dollar is spent is thought about. I watch a lot of webinars and how to videos to get information. I talk to a lot of founders and ask how to do things. We collaborate and support each other, and I truly feel part of the community.

What is the next thing you need to develop as a leader?

I am working with a company called Visibility on Purpose. They are a PR company that teaches you how to handle your own public relations. It’s a great platform! Since I am bootstrapping, I believe that learning to do it myself is important (and cost-effective). When I grow as large as Amazon, I will have a PR agency handle that work for me, but I will understand what they’re doing and be part of the process. If anyone is reading this, I would say Visibility on Purpose is a company worth looking into.

What aspect of entrepreneurship do you appreciate the most?

The founders. They are amazing! Throughout my career, I've worked in jobs I love, but after a while, I would get bored and seek the next best thing. As an entrepreneur, I never stop learning. You always need to stay aware of what’s trending and figure out what’s working and what’s not. I love learning from other entrepreneurs, uplifting each other, and providing support when things go wrong. The community is incredible, and I’m so happy to be a part of it.

Share a mistake and what you learned from that experience?

When I first decided, I was going to pursue creating Join The Tryb, I was so excited to get started. The business plan was not even complete, and I started buying products. When I stopped and looked, I noticed I bought a couple of products that already emerged. The whole concept of the site is to sell emerging brands products so consumers can be on top of the trend and founders can get extra visibility to their products. I stopped buying and finalized the business plan. When the plan was complete, I started buying again but carefully looking at the background of the company and asking the founders if they wanted to be on the website.

What is your why?

It's all about spreading the word. I want consumers to know what products are available to them and what's on the horizon. If they're informed, they can talk to their local stores and request these items. This will help the founders get their products on the shelves because, ultimately, it's about awareness. Consumers need to be aware of the options, and founders need recognition to reach their audience. These products are truly worthwhile, and I want everyone to have access to them.

Piece of Advice

“One Day or Day One” is my favorite quote. It emphasizes that you can either start today or keep pushing your dreams to someday. When you have an idea or a vision, you have to decide if today is the day you’ll take action or if you’ll wait indefinitely.

I say, make it Day One—start today. You never know if you’ll have tomorrow. Remember, there are people who will support you no matter what you do—whether it’s me, someone on LinkedIn, or your family. Someone will always be there to cheer you on.

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In Closing

KLS wants to thank Join The Tryb and Co-Founder, Louise Butera , for today's "Together Talks " feature. Follow along for their journey with their social handles below!

LinkedIn / TikTok / Instagram