Education

​Female Founder Collective's CEO, Alison Wyatt sat down with wildwonder Founder and CEO Rosa Li to discuss how she navigated funding wildwonder (including financing her car to fund the brand), door knocking her way into 100+ retailers, managing her team and inventory at scale, strategically managing your inventory, pitching successfully on shark tank, and how to stand out in a crowded market to move product. 

As a female founder, embarking on the entrepreneurial journey can be both exhilarating and daunting. There's a wealth of knowledge to be gleaned from the experiences of those who've walked the path before us.

In a recent interview with Rosa Li, the founder and CEO of wildwonder, she shared her transition from finance to fermentation and the subsequent growth of her gut-health beverage company. From navigating financing and supply chain issues to making the hard decisions that ensure business longevity, wildwonder’s story embodies the potential to create meaningful change through entrepreneurship. 

When her demanding finance career took a toll on her health, Li drew inspiration from her Chinese grandmother’s herbal tonics, blending it with organic fruit flavors native to California, her company’s homebase.

Rosa's story is not just a tale of a successful beverage brand but a testament to the resilience and creativity that defines entrepreneurship. From tapping into the power of one's heritage to navigating the complexities of retail, her journey provides valuable insights for anyone looking to make their mark in the business world. wildwonder's success is a blend of cultural inspiration, health consciousness, and savvy business strategy—a recipe that aspiring entrepreneurs can look to emulate.

Here are some key takeaways from Rosa's story that can empower female founders as they navigate the complexities of building a brand.

1. Know your financing options.
   Li initially bootstrapped wildwonder. But when it came time for production runs, she ran into roadblocks. “[We] front the raw materials–the packaging, the labor costs–before you generate revenue.” Despite having just one employee, she struggled to finance operations and make payroll.
   
   So, she turned to alternative platforms that offered inventory financing and accounts receivable financing, both of which she still relies on to help fund operations. “I mean, debt financing is always cheaper than equity, even with interest rates high, it is still a lot cheaper than giving away equity,” she said. “So I definitely recommend that.” Li’s background in venture capital and private equity investing, she eventually raised seed funding from angels.
   
   
2. Get creative with distribution.
   Filled with legacy brands and startups alike, the beverage industry is competitive. Li bypassed traditional retail (with its high barriers to entry) and targeted cafes, corporate cafeterias, and airports.
   Li also focused on local and regional retailers, going to each store in person, and even helping to stock shelves. “I was working in the grocery stores to convince people to put my products on the shelf,” Li said. “And I think that’s a beautiful entrepreneur story. You do what you have to do.” Her efforts proved fruitful. Li got wildwonder in over 100 stores across California’s Bay Area. 
   
   
3. Be nimble and don’t be afraid to test new things.
   However, when these channels shut down during Covid, she shifted to DTC. But this move required finding new suppliers and rethinking packaging, like going from glass to aluminum for efficient transporting. Experimenting paid off, said Li. “We transitioned to cans and immediately saw a huge impact on that transition from both repeat purchase rates online, as well as velocity in stores.”
   
   
4. Slow growth can serve business longevity.
   Early on, Li opted to prioritize product development and business infrastructure over marketing, showcasing a strategic commitment to long-term sustainability. Despite early interest from Shark Tank, Li chose to delay, recognizing the risks of premature expansion. “People are attracted to shiny objects, right?” said Li. “So it’s hard to say no. But I would say a lot of startups fail because they grow too fast…or because they want to launch with Whole Foods when they’re not ready.” 
   
   
5. Foresee any risk, especially when it comes to brand rep.
   Li understood that a Shark Tank appearance had the potential to elevate or tarnish her brand image. “They either paint you as a hero or villain,” she said. Beverage distribution is notoriously difficult and Li knew it would be hard to win over the Sharks. 
   
   
6. Compelling storytelling sells products and builds brand communities.
   “Before I even knew who was going to be on my Shark Tank, I [thought], ‘Wouldn't it be awesome if it was DoorDash or UberEats? Because that’s food tech and that could really increase our distribution” Li said.
   Months of preparation and hours of filming were ultimately condensed into an eight-minute spot. Xu connected with Li’s story on a personal level and chose to invest $500k in wildwonder.
   
   

7. The product must justify the price point.
   This narrative of immigrant entrepreneurship and commitment to social causes distinguishes wildwonder in a competitive market, but at the end of the day, it’s the taste that will drive sales, even at a high price point (a 12-pack of wildwonder currently retails for about $41 on Amazon). “We have a premium product, so it's a functional beverage, organic certified,” said Li. 

As wildwonder continues to reshape the beverage landscape with innovative gut-friendly offerings, Rosa invites listeners to be part of this exhilarating journey. From exciting marketing initiatives to expanding across the East Coast, wildwonder is a testament to the power of entrepreneurship, innovation, and the human spirit.

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