BY
Kayla Goh
Hype Deputy Editor

Hype Issue #58

Published on

December 13, 2023

“One day’s or one week’s worth of results doesn’t determine whether my business will succeed …. It’s a marathon rather than a sprint,” Sherri Lim, 26, the founder of Spuds and Soda, a small business specialising in handcrafted warabi mochi, said when describing the journey of growing her small business on social media.

Sherri’s small business has seen immense success since its inception in 2021, including launching a physical storefront in 2022 and garnering 6,496 followers on Instagram to date. As a successful small business owner, she shares more about her journey, revealing the secrets to her success, tips, and invaluable advice for aspiring entrepreneurs.

Spuds and Soda uses Instagram as their main social media platform. Photo by Kayla Goh.

Background on Spuds and Soda

Spuds and Soda started off as a home-based business in 2021 when Sherri was working as a full-time graphic designer. Though she started Spuds and Soda as a side hustle, she knew that she wanted to pursue it full-time eventually. This dream came true in 2022 when Spuds and Soda introduced their physical storefront. The business has since become Sherri’s main vocation.

Spuds and Soda at their physical store, which was located at Beauty World. Photo by Spuds and Soda.

However, after a year at their premises, Sherri and her partner decided against extending their lease at the last minute due to an unfortunate shoulder injury that Sherri suffered. After the closure of their store, Spuds and Soda took a break at the start of 2023, but has recently made a comeback as a home-based business.

How to create a successful small business

Evolving from a home-based business to a brick-and-mortar store as well as gaining thousands of followers in the relatively short span of three years is a testament to the success of Spuds and Soda. If you’re wondering how they did it, here’s Sherri’s point-of-view and some tips for aspiring small business owners to grow and connect with your audience.

Firstly, she emphasises the importance of social media marketing. “We didn’t have a physical presence, so we relied a lot on marketing ourselves online through social media, mainly on Instagram,” Sherri said. Furthermore, she made it a point to create products that were visually appealing to attract the attention of people on Instagram, especially those who keep a lookout for aesthetics when scrolling on Instagram.

Spuds and Soda uses mochi pulls as a form of aesthetic appeal. Photo taken from @spudsandsoda on Instagram.

When it comes to social media marketing, consistency is key. For Spuds and Soda, the colours on their Instagram page, their tone of voice, and even the plates that they use are very consistent. “It’s part of branding, you want to be known for something, and consistency helps your audience to know that it’s you… so it’s easier for your brand to stay at the top of mind in the target audience,” Sherri said. It’s also important to identify your target audience so that you can create content and use it strategically with a voice that resonates with them.

Sherri also believes that her small business grew very fast because she had a unique product, making it easy to market as there were no direct competitors. “Especially if you’re starting out small, you don’t have the [marketing budget] capital as compared to bigger companies …, so you need a unique selling point. But of course, being niche, you have to ensure that there’s enough demand for it,” Sherri said. Hence, when creating your products, you should think of how they’re different from what’s already in the market and use that to your advantage.

Initially, Sherri felt that it was quite easy to grow a following as she made use of giveaways. Because there were freebies involved, people were more willing to share and comment on her content. However, Sherri warns against relying too much on giveaways as it might attract the wrong target audience – opportunists, who are unlikely to become customers. Hence, giveaways are useful in the initial stage to gain some eyeballs, but eventually, your uploads should be about things that add value to your audience, such as interesting or entertaining content.

Later on, Sherri also used collaborations to extend Spuds and Soda’s reach. She has collaborated with small businesses such as @mochifolks.sg and @shesells.seashells.sg on Instagram. She mentions that collaborations are useful as both businesses can grow together by tapping into each other’s audience and network. However, before reaching out to other businesses for collaborations, she considers two factors; the first is whether the business’ products are complementary to hers, so that she can think of collaboration ways that make sense. The second would be the business’ reach, as there won’t be enough bang for her buck if their reach is low.

Spuds and Soda collaborated with Mochi Folks to launch a tea bundle which includes warabi mochi by the former and flavoured granola by the latter. Photo taken from @mochifolks.sg on Instagram.

Having pop-ups is also a good way to have a temporary physical presence for your business, which provides your audience with the opportunity to connect with you. This is important as it builds brand loyalty. Sherri explains that, a lot of times, people support your brand because they know you and like your brand and what it stands for. So, even when there are more competitors, they will still buy from you. Therefore, being at pop-ups is a good opportunity as you are able to connect with your customers.

If you are still debating whether to open a small business or not, Sherri has some advice for you, “Just try. A lot of times, we get caught up in our own heads, thinking and over-analysing, but we’ll never know whether it works or not until we try it. If it doesn’t work, it may not feel good, but it’s only through failure that we learn.”

If you’ve been inspired by Sherri’s story and want to check out her small business, we have a treat for you! Use the code “HYPE10” for 10% off your first order.