It was 2018 and a new venture had just been launched by three entrepreneurs - Nick Saltarelli, Lezlie Karls, and Jake Karls. This wasn’t just any startup. They were determined to revolutionize the chocolate industry with their brand, Mid-Day Squares. Fast forward to today, Mid-Day Squares is a $17M chocolate company that is taking the world by storm. This playbook will detail the steps they took to get where they are now.

Step 1: Create a Product that Fills a Gap

In 2015, Lezlie Karls was experimenting with plant-based foods, intending to sway her future husband, Nick Saltarelli, away from his penchant for confectionery chocolate. From her kitchen trials emerged the prototype of what is today known as Mid-Day Squares, a protein-packed, fiber-rich functional chocolate bar. This creation was not just a healthier alternative, but it was crafted to satisfy those pesky mid-day cravings, hence the name. Recognizing a gap in the market for functional chocolate, they seized the opportunity and launched their first flavor, "Fudge Yah," in 2018.

Step 2: Assemble a Winning Team

Having developed a unique product, Nick and Lezlie knew they needed to build a strong team to bring their vision to life. Enter Jake Karls, Lezlie's brother, who had a knack for creating hype and building loyal communities. Jake's flair for social media, community-building, and driving brand evangelism was a perfect fit for their ambitions.

Step 3: Embrace Unconventional Marketing

One aspect that sets Mid-Day Squares apart is its innovative approach to content creation. They've used TikTok to create a reality-show-like series, showcasing dramatized behind-the-scenes clips of their journey. They’ve also embraced podcasting, with the founders featuring in numerous shows, as well as hosting their own. These platforms have not only increased their visibility but have helped them share their story in an authentic, engaging way.

Step 4: Stand Up to Giants

When challenged by a cease-and-desist letter from Hershey's over packaging color, Mid-Day Squares responded not in court, but with a witty diss track. This rebellious approach showed their unique brand character and their refusal to be intimidated by industry giants.

Step 5: Efficient Operations and Expansion

Backed by VC funds, the company brought in an experienced executive team and ventured into retail outlets like Whole Foods and Target. They've retained their manufacturing process in-house, not just for operational efficiency but also to provide fresh content for their media channels. Mid-Day Squares has also managed to achieve a balanced mix of 65% in-store and 35% online sales, making them available within a six-mile radius of most Americans.

Step 6: Plan for Growth

By 2021, Mid-Day Squares had already celebrated selling its one millionth bar and had increased their range to three flavors. Armed with a fresh round of funding, they plan on introducing two new flavors by 2023 and are considering expansions into international markets, like the U.K., Latin America, and Asia.

Step 7: Build a Community

While Mid-Day Squares is growing rapidly, its founders remain committed to creating a deep community. They believe people are tired of buying from faceless conglomerates and want to know the story behind the brands they support. Mid-Day Squares offers more than just a $3.99 chocolate bar; they invite consumers to join them on their journey.

This playbook is a testament to the potential of out-of-the-box thinking and the importance of authenticity in

Step 8: Cracking Branding

Mid-Day Squares recognized early on that to stand out in a crowded market, their branding had to be top-notch. Their distinctive packaging, with its bold colors and cheeky taglines, quickly grabs attention on store shelves. Beyond aesthetics, however, their branding embodies their values of promoting a healthier lifestyle and inviting customers to be part of their exciting journey.

Step 9: Authentic Storytelling

The team at Mid-Day Squares realized the power of authenticity and used it to their advantage. They made their brand feel approachable and real by sharing raw, behind-the-scenes moments of their journey, even when things weren't perfect. This approach to storytelling connected deeply with their audience, who felt more like participants in the Mid-Day Squares journey than just consumers. This has also translated into higher customer loyalty and greater word-of-mouth promotion.

The Mid-Day Squares playbook is a testament to the power of a gap-filling product, a well-assembled team, innovative marketing, efficient operations, strategic expansion, deep community-building, distinctive branding, and authentic storytelling. Their approach is a model for aspiring entrepreneurs, especially those aiming to transform traditional industries with fresh ideas and a modern touch.