[00:00:27] Jay: Hi, everyone. Welcome to The First Customer Podcast. My name is Jay Aigner. Today, I'm lucky enough to be joined by an old friend of mine, one of my first customers at JDAQA and a guy who's got a couple of cool things going on, Sanket Karamchandani. What's up, man? How are you, brother?

[00:00:42] Sanket: Hey man, thank you for having me on, Jay. yeah, I mean, we, met, what, four or five years ago and, you know, it's been, a great relationship so far, so thanks for having me on.

[00:00:50] Jay: Yeah, man. And we're here to talk about that a little bit. But, more so your ice cream business, which I think, you know, it's like, a novel thing, but then like, you get into it and you realize it's like, Hey, this is an actual business and I have to do business stuff. I'm not just making ice cream.

Like I'm having to be a real business owner. So I want to get into that stuff too. But, take me back, where'd you grow up and, who was your biggest impact, you know, being an entrepreneur growing up

[00:01:14] Sanket: Yeah, so I grew up in the Bay Area, out here in California and, yeah, I guess I would say my biggest, Impact as far as like, you know, going into business and, entrepreneurship in general, is actually kind of, out of left field. I guess you can call it. It's, an idol of mine, a sports idol.

His name is Sachin Tendulkar. He's, the best cricket player who's ever lived. And, growing up, I watched him, you know, basically break all the world records in cricket. And, essentially as I started watching him more and more, learning more and more about him, you know, I realized. His whole, you know, mission really is to do the things that he loves.

And, you know, chase his dreams and kind of, you know, take no shortcuts to get there. And so that was actually the, you know, driving factor to me, wanting to do something that I love in life, which in my case turned out to be ice cream.

[00:02:02] Jay: beautiful. and what and this isn't a negative question, but I'm gonna it's going to sound like a little bit. But what took you so long? Like, what got in the way between, you know, being inspired as a kid growing up watching this guy and then, you know, fast forward to now, you know, what got him in between

[00:02:21] Sanket: Yeah. well, so I think, you know, I had that idea back when I was like 12 ish or so. So before I was 12, you know, I still, you know, had that idea that I want to Do something that I love in this life for my career. And before that point, it was being a professional soccer player. and then right around that 12, 13 years old, I realized, all right, I'm probably not making a pro unfortunately.

So what's the second thing that I loved and it was ice cream. And, you know, I, my parents, my friends, nobody really believed it. Because who really says that, you know, who's going to say they're going to create an ice cream company back at that time. And so, you know, I always knew it, but I didn't know how or when it was going to happen.

I think, you know, I realized that I did still need to figure out, you know, what I could call like a plan a career or, you know, get myself at least set up into a position where I could finally make that leap. And so, yeah, I mean, I guess, you know, I had to, set myself up in a, different capacity before I could finally take a leap into ice cream.

[00:03:17] Jay: that? it's very cool because you hear a lot of times, People want to do stuff. People want to start a business, you know, it's, the old, that's just talking to my wife about it yesterday. you know, got to have money to make money thing. Like, there is some truth to that. We're like, I mean, you eventually, needed money to start a business and do this ice cream thing.

Like making ice cream isn't free. So like just even starting the process of doing these things, you know, requires sometimes having a base, you know, Of like a real job and like doing stuff first and saving up money and kind of building connections and doing those things. So, it sounds like the, kind of the smart, smart way to do it.

So tell me, you know, how did you come up with the idea? Like again, later, was it just something you kind of had in the back of your mind forever and you're like, now's the time and you started to kind of do it. Like, what was the Genesis to actually, you know, the point where you formed an LLC or, you know, formed a company to, to do this?

[00:04:04] Sanket: Yeah. so basically, yeah, the, idea was always in the back of my head and like I said, you know, I mean, my friends say this all the time. I say. Random outlandish thing. So nobody really believed me until it was real, which is totally fine. but yeah, every single, you know, kind of throughout college, if I had a job or if I had, you know, any roles after college and things like that, of course, it was, kind of to, it was, for 2 things.

1 was to set my career up and the other was to learn about. Just how the world works and how business works and everything's like that. for it to kind of inform my eventual move into creating an ice cream company. And then, you know, that led me into being a product manager. where of course, you know, product manage product management is, you know, in kind of like the.

the sector between technology and business. And so, I got a lot of learnings out of that. And what actually kind of pushed me forward to actually creating the company, coincidentally, it was actually that I just had more time when COVID started. and so, you know, that, that kind of pushed me to, say, Hey, you know, I think it's time.

[00:05:11] Jay: I know a little bit of the genesis of kind of the story about, making ice cream with friends and then ended up working, you know, with your mom and stuff. Tell me,about that. You know, I know you did some crazy stuff. Like you went door to door with, you know, boxes of ice cream and did so. So tell me, like, you know, you put this plan together during COVID.

You're like, all right, I've had this thing I've wanted to do forever. I'm finally going to go do it. what were the, That was all kind of, been big on like action versus motion these days. And like, you know, you get stuck in the motion, just like trying to figure stuff out. And like, how do I do it? Like, what was your action?

What did you go out and do that, kind of kicked this off? And what was the first few steps?

[00:05:46] Sanket: Yeah, the first few steps. so I, you know, well, before I actually started the company, I started experimenting more and more with my ice cream flavors. and I, you know, had made, I think maybe like eight or 10 good ones that I felt comfortable with, you know, people would want to buy this. and so, from there, I kind of narrowed it down to what was going to be my starting menu.

You know, we did a bunch of photo shoots, with ice cream. And in fact, the first photo shoot we did, Okay. my friend and I actually did it with mashed potatoes because, mashed potatoes kind of look like ice cream and that doesn't melt. So I was doing a little practice session with some mashed potatoes.

And, you know, we put the, photo shoots together and, you know, put together my, first menu and my first, you know, set of flyers really. And then I just walked around, a couple of neighborhoods, including my brother's neighborhood, where I lived at the time, introducing myself to the folks and, you know, giving out samples and say, Hey, you know, do you want to try this or just getting feedback from everybody?

So those first few sessions was really a lot about like learning. But, again, this kind of goes back to, I mentioned any role I had in the past also informed what I did. So. for example, in college, I actually did a different door to door selling job. I was selling solar panels,back in college.

So, that experience, believe it or not, it definitely like taught me, you know, what to look for and how to, carry out, you know, a door to door sales campaign.

[00:07:09] Jay: I mean, did you feel, like, you're riding a bike, did it kind of come back to you when you're walking around? You're like, oh, this was the ideal way to do this. Because a lot of people don't have that college or, you know, earlier experience to do that. And we'd probably be completely lost.

Did you have something you fell back on as far as a plan, you know, from back in the day when you used to do it?

[00:07:27] Sanket: Yeah, 100%. I mean, I think from that perspective, it's more like I was used to it. Or like you said, like writing a bag, it kind of came back to me as far as, you know, how to really, you know, talk to people at the door. You can imagine, like, people at the door, they're having dinner at 6 p. m. and things like that.

Like, they don't necessarily want to be bothered with ice cream. But, you know, hey, I Kind of, you know, I took some of those techniques from, you know, what I learned back in college and I was able to, you know, I mean, really, at the end of the day, it became more of like me just having a conversation with neighbors.

Versus anything else. you know, I wasn't trying to like oversell or anything like that, more just, trying to introduce what we were up to and, you know, it's something that I, have wanted to do forever. And so just sharing the story really, was, was part of that.

[00:08:14] Jay: And how did you, I, know you kinda mentioned Groove being very supportive of, this along the way. how did you do it at the same time? I mean, obviously maybe it was after hours or whatever, but just, just from a, lot of people would be afraid to even ask and say like, I'm doing this other thing because they think their main employer is gonna freak out or say you can't do that, or whatever.

Like, how did you approach that situation with Groove and, how, you know, what was their response?

[00:08:39] Sanket: Yeah. so groove. Yeah. Groove is the company that I were, have been working for. Well, it was like five and a half years. I worked there and now I work at a company called Clary that acquired groove, just for context for everybody. but anyway, yeah, so pretty much the reason, I was able to, you know, approach them in that way, I would say, you know, I was a little bit nervous, just like anybody might be, but, I had a great relationship with the team.

And, you know, even at the very, beginning, when I first interviewed there, that the CEO or the CEO at the time, he asked me like, you know, what I want to do in five years. And I said, I want to run an ice cream company, which. You know, he doesn't hear every day, but you know, his first reaction was like, okay, awesome.

How do we help you get there? And so right from the beginning, it was kind of that, that relationship that we had. And, yeah, they were extremely supportive. You know, obviously, I, made sure that it didn't impact my work with them. and then, you know, even from there, you know, they, like, we, it's almost like it's been a little bit of a partnership in the sense that, or, you know, Almost like, one of my, one of my coworkers told me it's like, my company is the like little sister, little brother company of groove because, like for example, they celebrated the anniversary of one of their, our one year, basically center server, the anniversary bought pints for me, for, everybody in the company.

And, as, what we did was, you know, shipped it nationwide to every boat, to every employee at the company made a flavor that's just for groove. It's still on our menu. One of my favorite flavors still. and then even. And beyond that, I've catered three weddings for coworkers, done a couple of happy hours and things like that.

So, yeah, overall they've been extremely supportive and, I think, you know, I appreciate that support. Like, no other, you know, I couldn't really describe it.

[00:10:20] Jay: Yeah, I mean, I think the lesson there is ask, right? I mean, if somebody has an idea or they're like, they want to do something and they have a current employer and you're afraid to ask, just ask because you never know. Maybe they're using your products like, like, you know, yours in a couple of years. So, how did you go from door to door to what you're doing today?

Like, do you have a marketing strategy that's developed? Are you like, how are you attacking sales? Like, Okay. Have you matured the marketing sales side of things from that initial, you know, knock on the door to what you guys are doing today.

[00:10:51] Sanket: Yeah, yeah. So there's a couple different things. I think, you know, door to door from my perspective. I don't think it should ever stop because I don't know. I believe in that, like in person connection and things like that. But beyond that we do, you know, I'm going to a wedding trade show tomorrow, where, you know, couples who are looking for their vendors come and check out, you know, different vendors.

And so we'll be giving out samples there and just talking to couples and things like that. And then, of course, there's the digital marketing aspect of it, you know, Instagram, Facebook, those sorts of things. And then actually, coincidentally, another huge part of, my, you know, sales and marketing strategy.

I use Groove, pretty much on a daily basis. Groove is, you know, a sales engagement. And so, you know, it helps me, with a lot of my communication with a lot of my data management, a lot of my automation and, things like that. So, yeah.

[00:11:40] Jay: Love it. love the, full circle there back to groove. that's nice. I'm sure they appreciate it too. and so who, do you remember who your first customer was who bought, who paid you for ice cream?

[00:11:52] Sanket: yeah. so the very first customer, it was, actually a friend. you know, of course, my friends,Understood what I was up to. And, you know, they were the first people that I obviously showed it to, or, you know, kind of sold to, I guess, in that sense, or, so that was the first couple ones I drove around, it was on national ice cream day three years ago or so, and that was kind of, you know, how it kicked off.

and then beyond that, you know, that very first door to door session. is when I got first, customers that I, you know, don't know personally. And i'm very, you know, it's really nice to know that a couple of them are still, you know, our monthly subscribers actually.

[00:12:30] Jay: You had to like, it is, and I don't know how to ask this question without like, it's a loaded question, I guess. But, how do you deal with like. Complaints around, you know, calories or haze, is there a sugar free flavor? Is there a gluten free, like, are you just inundated with like requests to change the nutritional value of what you're putting out?

Or have you kind of made the stance that like, it's ice cream, it tastes really good. It's going to have some sugar and some whatever in it, and that's what it's going to be. or are you kind of trying to kind of find some balance there where it's a little bit of both?

[00:13:07] Sanket: that's a good question. So I guess, Well, yeah at the end of the day It is ice cream. And, you know, there's no, hiding from that or anything like that. It is. It's an indulgent, but, you know, I personally am. I like to, you know, eat pretty clean and, you know, stay fit and things like that as much as I can anyway.

and so, you know, from that perspective, you know, we're not promoting that you eat. you know, 20 scoops of ice cream every, day or anything like that. But, you know, we make it in our way and, we like to put, you know, different combinations of ingredients together. I will say, for example, like our butterscotch flavor, what the fudge, flavor that we have as well.

and things like that. Those are on the higher calorie side. But, you know, it's ice cream and, you know, we're here to make it taste good. And, you know, give you, pleasure from, eating our scoops.

[00:13:57] Jay: I like that answer. I like that answer a lot. It's very honest. and it's, you know, I mean, it is what it is, right? I mean, it's, something great, and like, it's just like any other thing that you've Can enjoy moderation, you know,it's, there's reasons why you're, you know, enjoy life. And I think ice cream is one of them.

So I think, you know, it doesn't, you don't have to, and I'm the same as you. I like to eat somewhat as clean as I can and, you know, try to be fit and all those things. But like who doesn't want, you know, good ice cream every now and again. So I think, that's a really, fair and honest answer. What did you, what, so you said year three, what have you, what are you taking into year three? that you've learned so far, like what are the biggest things that you want to change or get better at or do differently this year than you did the last two?

[00:14:38] Sanket: yeah, so we're in, year four now. year three passed a couple months ago or like, you know, the third anniversary. what I want to do better, I think, you know, now it's time for it to, grow from a. small, like, you know, just a few people know about it sort of situation to being a much more, well, we want to get widespread.

We want to scale this thing. and, you know, a lot of that is making relationships with with partners, for example, wedding venues or other caterers or wedding planners and things like that. And then same with, you know, restaurants and, folks like that. So it's a matter of us, you know, I think taking a leap or, kind of taking the next step forward up until now, it's been, you know, a lot of foundational work, I would say.

A lot of that also included, you know, upgrading our ice cream equipment and getting ourselves, you know, ready to do that, you know, next step or to scale. And so, yeah, that's what I'm looking to do in this, year.

[00:15:36] Jay: A couple more questions. and I, so I know you get to work with somebody special. how do you, you know, well, just give me the thoughts and feelings on getting to work with your mom on a project company business like this.

[00:15:52] Sanket: Yeah. that's a lot of fun. you know, so my mom and I, we make the ice cream together, and then I, you know, I run the business operations. And so, you know, it's, a lot of fun, to be honest. it's, my mom is amazing in the kitchen. She always has been. She loves, you know, feeding, you know, friends and her family and everything like that.

And specifically, with desserts as well, like all her friends call her the dessert queen. And so, you know, maybe that's where I picked it up from, maybe I'm the dessert prince or something like that. But, you know, it's a lot of fun, you know, we get to hang out a lot more now. and, you know, it's, I would say it's, just a lot of fun.

Like, you know, I can't put it any other way. Just, we we enjoy doing it, and it's obviously very hard work, especially we both have, you know, jobs. She's a teacher. She comes home from school, in the evening after after a long day with kids. And, you know, we get down to ice cream production.

And, yeah, we're still loving it. So,

[00:16:51] Jay: All right. if you can do anything in the world and he knew couldn't fail. Non business wise, what would it be?

[00:16:58] Sanket: if I could do anything in the world, non business wise, what would it be? I think, you know, this kind of goes back to, what ice cream means to me. I know you, said, you know, let's not make it ice cream related and necessarily, but, it's more about like the conceptually what, what ice cream is to me, I guess.

And that's. It's a simple pleasure, right? that, you know, it makes people happy, right? It makes, you know, nobody's ever sad eating an ice cream cone. so, you know, from that perspective, I, think, Like, I want to be able to, show people that, you know, you can keep things simple, you can, you know, live in a way that promotes positivity, you know, positive energy and helpfulness to the people around you and things like that.

And, yeah, I mean, I just want to, you know, use ice cream as that vehicle or as that platform for, you know, doing the simple things that take, that take the world forward, I guess.

[00:17:59] Jay: I love it. All right, if you want to find more about you, Sankat, or Miss Neeta's Ice Cream, which I don't think we said the name of your, awesome ice cream company, which I think is, named after your mom, right?

[00:18:10] Sanket: Yeah, yeah. So it's called Miss Neeta's ice cream parlor. And the reason it's Miss Neeta's is obviously because she's a teacher. And, in fact, actually that name too. I had thought of it back when I was 12 years old. So, you know, I carried it right, through.

[00:18:24] Jay: Beautiful. and people can find you on LinkedIn.

[00:18:27] Sanket: yeah, we do have a linked in page, but mostly, well, it just links to our website. So Miss Neeta's dot com M. I. S. S. N. E. E. T. A. S. Dot com. And then same thing. Instagram at Miss Neeta's.

[00:18:37] Jay: Beautiful. Well, I'm assuming it's about to be go time for, the ice cream prints or the dessert prints, as, as spring and summer approaches. So, I think it's a very American dream ish kind of story. I love it. I hope you just, you know, kill it this year. I wish you the most success ever, man. I really appreciate all the time we've got to spend together over the years.

And, I wish you nothing but the best buddy. So thank you for being on.

[00:19:00] Sanket: Thank you so much, Jay. I really appreciate that. And yeah, thanks for having me on.

[00:19:04] Jay: Hey brother, have a good rest of your week. Good luck at the conference tomorrow.

See ya. 

[00:19:07] Sanket: All right. See ya. 

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