All Magazine Preview

Natasha Case and Freya Estreller bought an old postal van, paid to get it towed to Coachella and started a business that brings in millions of dollars in revenue.

Recently featured on Entrepreneur.com, Coolhaus is the ice cream company born in 2009 from Case and Estreller’s brilliant decision. They sold their elevated ice cream sandwiches to Coachella attendees, realized they were onto something, and ran with it. According to the Entrepreneur.com article, Coolhaus sold $7 million in revenues in 2016 and projects more than $15 million for this year. Not too bad for a company that started in a broken-down van. Coolhaus’s story is filled with lessons for entrepreneurs. First, it’s anexampleof usingexpertise innewandunexpected ways. Case and Estreller have backgrounds in the design and real estate fields with particular interest in architecture. They built their business on this foundation – using the names of architects and architecture that inspired them for their frozen treats. Next, they found their niche with flavors that can’t be found anywhere else. Their company website explains that their sweet-meets-savory flavors come from real meals that they’ve eaten. One of the strangest ice cream sandwiches is made with ginger cookies and chocolate wasabi ice cream…an idea they got while eating pickled ginger radish and wasabi at a sushi dinner.

A commitment to women’s empowerment, which is near to the founders’ hearts, has defined the business. Both founders are women and the team of 14 is composed of “empowered women leaders,” the article said. The business is successful for many reasons – but its essential ingredient is an authenticity of purpose. “It speaks to how we make things and how we think about the product and our audience,” Case told Entrepreneur.com.

”We have authenticity in that dialogue with our audience.”

Made with FlippingBook - professional solution for displaying marketing and sales documents online