About this episode

Allan Laird shares his journey of transforming a goat milk soap experiment into a successful direct-to-consumer business.

A few months ago, I opened my mailbox to find a beautifully packaged starter box of goat milk soap from Allan Laird of Hooves and Feathers. Allan is a Farm Marketing School student… and he was proudly showing me his homework. 😊 Inside the box were thoughtfully chosen products, a clear "try-this-first" experience, and a sense that this wasn't just soap — it was a brand with intention. I remember thinking, This is what happens when someone applies simple marketing frameworks with consistency. So I called Allan and said, "You need to come on the podcast and walk us through what you're building." In today's episode, Allan shares the story of how a retired law enforcement officer turned a small goat milk soap experiment into a growing direct-to-consumer product line — and the lessons he's learning along the way about customers, offers, pricing, and repeat sales. This is a real, grounded look at what it actually takes to move from "I make a thing" to "I'm building a business around a thing." In this episode, we explore: The power of starting with one simple "Plain Jane" product How customer feedback shaped new scents, bars, and product types Where most of his customers come from right…

People in this episode

Host: Corinna Bench

Guest: Allan Laird

Topics covered

• handmade products
• goat milk soap
• direct-to-consumer
• customer feedback
• marketing strategies

Keywords

• goat milk soap
• handmade business
• customer engagement
• product development
• marketing frameworks

Mentioned in this episode

Organizations: Hooves and Feathers, Farm Marketing School

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