Executive Highlight
Eric Dominijanni
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CEO/Founder, FIOR Scotch
- Industry: Consumer Goods / Services
Business Founded: 2021
Phone: (843) 640-3370
Email: [email protected]
Address:
207 east bay st
charleston, fl 33193
How long have you been in your industry?4yrs
Why did you choose your industry?Accident. Created what was supposed to be a household scotch blend INITALLY for my friends and family. Had some servicemembers over for dinner and they loved my blend and for 48hrs insisted that I market it.
Who are your typical clients?Stereotypical audience: 35+ y/o professional malesI am attempting to add Veteran and African American communities to the stereotypical target audience
What do you like best about being in this industry?Introducing/Sharing FIOR with future scotch enthusiastsEducating that new audience on the intricacies of scotch and the associated regions
What are common problems you see?Larger store chains will only work with larger or specific distributors Difficulty lies in that you need to get BOTH AT THE SAME TIME to get product to consumerSome stores (AAFES...)only deal w/ known brands. How are you supposed to get known if you are not given the opportunity to get known.Its as if you have to be rich/known/successful to get rich/known/successful
What advice/tips do you have for clients?Liking/Disliking SCOTCH is like liking/disliking AMERICAN BBQ. BBQ like scotch is regional where BBQ/SCOTCH from one region tastes NOTHING like the other region. Think of the variables re: BBQ (Beef, Pork, Dry rubs, sweet sauce, vinegar based, mustard based etc...) Same with SCOTCH. Soooo... have an open mind and be adventurous!!!
When is your busy season?Fall and winter seasons are when most scotch purchases occur
What keeps you up at night?When are the distributor and/or BIG chain store going to bring product to STATE X? ONce that happens which areas am I going to hit first? Which events will I support? How do I target my new audience? who is my audience at this location...?
How do you market yourself to grow/expand your business?I am retired so I have FREE TIME. I travel to do the pouring/tastings at locations. I personally talk to current and seek out new investors and microinvestors regularly. It is OUR company. My investors trust me and are financially comfortable and agree in recycling profits back into company for growth/expansion.
What is your favorite not for profit or charity?Operation Gratitude
What advice would you give to someone thinking of getting into this business?Ally/Partner with someone who knows the business you are trying to delve into. They have made all the mistakes BEFORE. These are mistakes you won't have to make.
What do you enjoy doing in your free time?Cooking
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