446: Building an 8 Figure Ecom Brand: A Masterclass with Angie Lee

the bossbabe podcast

Natalie Ellis

Education, Entrepreneurship, Marketing, Business, Self-improvement

4.9 • 2.3K Ratings

🗓️ 16 January 2025

⏱️ 38 minutes

🔗️ Recording | iTunes | RSS

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Summary

In this episode, Natalie is joined by Angie Lee, co-founder of Soul, to unpack her journey of building a direct-to-consumer (DTC) wellness brand. From humble beginnings as a CBD tincture company to an expansive product line that now includes gummies, microdose THC products, drops, and so much more, Angie shares the lessons learned along the way. Get ready for a masterclass in e-commerce as Angie dives into all the levers they pulled to really get the business off the ground — from leveraging community-driven strategies to pivoting based on customer feedback. She also offers actionable insights into partnerships, marketing, and scaling a DTC brand while staying profitable and purpose-driven. Whether you’re an entrepreneur in the wellness space or simply looking for inspiration on building a business from scratch, this episode is packed with gems. TIMESTAMPS 00:00 Introduction: Natalie welcomes Angie Lee, co-founder of Soul, to discuss building a thriving DTC wellness brand. 00:26 From CBD tinctures to a diverse product line, how Soul evolved by listening to customer needs. 03:03 The importance of staying flexible in product development and pivoting for growth. 04:57 Community-driven strategies and how Angie leverages customer feedback to build raving fans. 07:50 Early challenges in funding, product development, and building a foundation for long-term success. 11:33 Marketing that works, the power of partnerships, co-collaborations, and customer-centric campaigns. 13:57 The Founder's role in scaling while balancing creative input and operational strategy. 19:16 Finding your niche and building a brand identity that resonates with your audience. 24:42 Lessons learned and why simplicity and focus are key to success in e-commerce. 30:07 Staying profitable in a competitive DTC space with tips for sustainable growth. 34:43 Final reflections and Angie’s advice for building a purpose-driven, profitable brand. RESOURCES + LINKS Use this link for a discount on Soul products. Sign Up For Our Free Weekly Newsletter & Get Insights From Natalie Every Single Week On All Things Strategy, Motherhood, Business Growth + More. Join The Société: Our Exclusive Membership To Help You Build A Freedom-Based Business. Learn Natalie’s Proven Method for Building a Profitable, Predictable, Freedom-Based Business and Get Back to WHY you Became an Entrepreneur in this FREE 90-Minute Training. Drop Us A Review On The Podcast + Send Us A Screenshot & We’ll Send You Natalie’s 7-Figure Operating System Completely FREE (value $1,997) FOLLOW bossbabe: @bossbabe.inc Natalie Ellis: @iamnatalie Soul: @get.soul Angie Lee: @angieleeshow

Transcript

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0:00.0	Welcome back to the BossBaid podcast. I am really excited about this episode because it is a masterclass in ecom.
0:06.8	I have known Angie Lee for a really long time. In fact, she's been on this podcast so many times.
0:12.0	Angie and her brother, Mike, are the founders of Seoul, initially started as Soul CBD and have really grown into so many different product verticals and a company that I have
0:22.1	used and loved since the absolute beginning. And in this episode, we dive into all the different
0:28.4	things, all the levers they pulled to really get the business off the ground. And for me,
0:32.7	selfishly, I loved it because, listen, I'm building a D to C and I know nothing about it. So I was asking all the questions for myself as well as for all of you who are really curious.
0:43.2	And I'm just letting you know you might also hear some toddler chit chat throughout this as
0:49.0	Noemmy was refusing to nap.
0:50.9	And so she sat on my lap the whole episode.
0:53.0	And it was really also a masterclass
0:55.0	for me. And you know what? You can still do all the things. It might just look a little different.
1:00.6	So with that, let's dive into the episode. How many years has it been since you've been on the podcast?
1:14.5	Was it last in L.A.?
1:15.7	Oh my gosh.
1:16.4	It's been a while.
1:17.4	Mike and I.
1:18.0	Mike and I in L.A.
1:19.3	I didn't even think about that.
1:20.9	Wow.
1:21.3	Isn't that crazy?
1:22.4	I think it was when I was renting a WeWork studio.
1:25.4	And you would do like 17 interviews a day I know it was crazy and I
	...

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