What is your business about? What are you trying to achieve? How will you know when you succeed? How do you measure your progress?
Howard Lerner thinks about DecemberPress as if it was always meant to be.
Lerner is an entrepreneur and digital marketer with 20 years of small business and startup experience.
Lerner is a trained writer with a master’s degree from the University of Missouri School of Journalism.
Through journalism, Lerner saw the miracle of messaging and the power of quality content.
Prior to his journalism career, Lerner worked as a copywriter for TBWA/Chiat/Day and other advertising agencies.
Advertising taught Lerner the value of a memorable phrase and an eye-catching image. It also taught him to listen to customers.
Lerner left journalism in 1994 to open Kaldi’s Coffee St. Louis, which he sold in 2009 after launching a fourth location.
Kaldi’s is the city’s leader in small-batch coffee roasting.
Kaldi’s consistently appears among the top 10 specialty coffee companies in the United States, according to United States Barista Competition rankings.
Kaldi’s showed Lerner the importance of consistent quality. It’s not enough to provide a great experience once. Form a dependable habit of delighting customers
The product reimagines how coffee can be flavored at home and in a cafe environment.
Inbru Coffee Flavors demonstrates the challenge of innovation and invention. There’s nothing like creating a new product. It’s a wonderful, terrible experience.
The product was selected by Williams-Sonoma to lead the retailer’s new coffee product offerings list and was picked up by all 262 North American stores. Lerner sold the Inbru Coffee Flavors in 2012.
Williams Sonoma was a huge honor and an enormous challenge. Imagining, developing, patenting, producing and delivering a consumer product is one of Lerner’s most proud achievements.
Much of the product’s success was built on its digital marketing appeal. Lerner became interested in website design and eCommerce through his experience with inbru.com, Inbru’s online presence.
He built the product into a high-margin business with wholesale and retail customers ordering 24/7/365. Much of the buzz about DecemberPress is credited to Lerner’s experiences in business and technology.
Teaching helped Lerner understand how people learn and express their desires. It was a valuable education for a digital marketer.
For three years, Lerner taught entrepreneurship and business communication at Washington University in St. Louis.
Teaching convinced him that digital marketing was the new frontier in sales strategy. It was during this time he began thinking about DecemberPress.
Is it possible to provide small businesses and startups with the same digital marketing reach and web design functionality as enterprise-level companies?
The answer is “yes.”
In fact, a quick-moving, nimble small business can make fast, deep and profitable connections with its target audience.
That’s because the engagement rewarded by online communities is much easier to create when the product or service is new and exciting.
How do you identify who your audience is? How do you find your customers and clients? How do you learn to speak their language? You need an online marketing strategy.
You need a strong digital presence and the ability to connect with all the resources that can generate the leads it takes to make your investment pay off.