We had a constraint: we couldn't use Facebook ads. We had to get to a million dollars of revenue and we couldn't use Facebook ads. It all had to be in our city. We chose Montreal. We hand-delivered everything for five months — we'd look up customers on Instagram, wear crazy outfits, take Polaroids, show up at their door, and they would post about it. We got to a million dollars in like four months.

26:02chocolate. >> Yep. You see a gap, you see an opportunity >> big time. >> Tell us how much money you you put in of your own money to do it. And then if you could remember each year's revenue leaving >> Oh, 100. Yeah, 100%. Um, so basically it took about 60 grand. Me and my partners basically put this together. We put in 60 grand. So we created a constraint. We

26:22couldn't use Facebook ads. We had to get to a million dollars of revenue and we couldn't use Facebook ads. That was constraint number one. And number two, it all had to be in our city. So we couldn't like just spray and prey. We had to, we chose Montreal is where we came from. We're like, we got to get to a million dollars here and if we get

26:35here, then we can go to the next level where we can really start to take this serious. >> That's dope. >> It was the first one on Facebook ads just cuz hey, we don't have a lot of capital, so we're not going to be able to reserve this much money to burn there. >> Or was it I get the Montreal one, which is like, look, let's try to get people

26:50that we can see, feel, and touch here to love it. Yep. >> Because if they don't really love it, we don't have it right yet before we earn the right to go to other cities. >> I'm I'm a contradict. I think Facebook creates a lot of false positives for early business >> at least early on. >> Yes. >> So, what did you do to get Montreal on

27:06board? >> The content, man. It was So, this was and this is where the brilliance of my my wife and my brother-in-law. So, it was it was like really simple going out. None of us had social followings. That's a really important piece, right? Because a lot of people feel intimidated when they're getting into this thing like you got to have a pre we had no followings. And so, for the whole summer, we just

27:23started posting. When you're making food products, you usually end up in really cool environments. You know, we were in labs with like food scientists and different manufacturing plants where we were testing stuff. And so we just all told each other like everybody when we're doing something, cameras on, tell people what you're doing, but don't reveal what you're doing. Just show the environment. And people started getting interested like what what like what the

27:45hell are you guys doing? You know, especially all of us had not come from this industry. >> Okay. So it was like pretty young guys are like we don't know what the hell we were doing. You're saying your friends, your own natural social networking mind >> was like, "What's going on? What? Why is Nick suddenly in this like lab wearing a hairet, you know, testing different?" >> Yeah, cuz we all, my wife was in

28:04fashion, my brother-in-law was like a gym buff going around colleges, and I had typically been in software my whole career prior to that. So, so to see us with like hairetss doing stuff was like, "Okay, >> so you use content, you use story to get to get it going." >> Yeah. >> Tell us about the ramp. So, you start off year one, what'd you do? >> This is where the magic happened. Okay.