All entrepreneurs visualize how and when their business(es) may scale. From day one, thought and planning is dedicated to the eventual transition to larger offices or warehouses, hiring more employees and developing broader product lines. Like anything in life however, the path ahead is constantly revised by the experiences we face. Unforeseen circumstances arise, new partnerships are made, demand fluctuates and over time the business plan is adjusted to fit the evolving needs and goals of the company.
The story at Go Mix is no different. There was a time in the not so distant past when the founders visualized an operation entirely in house. From sale, design and print, to filling, sealing and distribution. It’s not uncommon to want to do everything ourselves, especially in business. This likely stems from the fact that the majority of entrepreneurs are craftsmen initially. They excel at producing a type of product or providing a service and decide to replicate the process at scale. Due to the trust in their skill and process, this often leads to owners wearing many hats in the early stages of business, or trying to do everything themselves.
A notable downside to this tactic is that the business is now forced to spend valuable time, money and resources in an area that has already been perfected by others. This is something the Go Mix team recognized early on, directing them to instead double down on their strengths. They were able to determine their time was best spent engineering innovative packaging solutions, and decided to leave other aspects of the business to the experts.
It would have been possible for Go Mix to source its own film and purchase or lease the equipment necessary for printing their sought after pouches. The same could be said for the materials that make their patented agitator, cap and spout as well as the machinery bringing the two main components together. Aside from the capital and square footage required for this type of production, there’s a more important factor at hand here; skill. Just as Go Mix’s primary skills revolve around the design and implementation of packaging, there are others whose primary skills revolve around the production of it.
The organization has experienced growth at an alarming rate due to the adoption of this principle, and it doesn’t stop at the creation of the pouch. They’ve also created partnerships with the best formulators the industry has to offer. These relationships provide them with certified teams and facilities prepared to properly handle the consumable goods intended for their packaging, as well as the machinery to fill them at an efficient rate. Additionally, it allows Go Mix to offer customized formulation, further reducing the workload for their accounts while expanding their catalog of services.
Like any business, marketing is another necessary expense. The greatest products in the world will only gather dust if no one knows about them. Go Mix has partnered with various leaders in marketing to help introduce their revolutionary products to the industry. Recruiting the expertise of others has helped produce everything from marketing campaigns to product photography, as well as the intent and story behind the content itself.
Today, Go Mix is about to close 2020 up roughly 800% from the previous year. While it’s difficult to accurately determine if an individual factor is responsible for this growth, many within the organization point to their supply chain. Co-Founder, Joe Hansley included, “Our partnerships, both domestic and abroad, allow us to move faster and be recognized as an authority in the B2B space. We can quickly and efficiently provide service of the highest quality because our partners are the experts of their respective fields.” Hansley went on to explain how the proper relationships can even potentially provide benefits on an international basis. By establishing critical pieces of the supply chain closer to end consumers overseas, it’s possible to reduce cost by avoiding expenses related to shipping and importation.
The internal structure Go Mix has installed reminds us that supply chains exist for a reason. It’s crucial to understand where our individual link stands within the chain, as well as the strengths and expertise of the links around us. Go Mix is like many others, craftsmen dedicated to providing their product to an industry starving for innovation. Through a peripheral view though, able to understand the space around them, they recognized a void and inserted themselves into the chain. Although the structure of their individual link may look different than the founders originally planned, the skill remains.