Natalie Boyatt
AUTHOR

Natalie Boyatt

Business & Careers
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As a pharmaceutical sales rep, bevee founder Natalie Boyatt faced a daily ordeal: the challenge of carrying coffee and other drinks to office visits. The constant threat of spills loomed over her, making every step a balancing act. The stress of potentially ruining important meetings and the frustration of navigating with both hands full were overwhelming. The cardboard options were flimsy and unreliable, not to mention wasteful, adding to the 62 million tons of cardboard waste in the US alone. And the current offerings in the marketplace didn’t meet the standards Natalie was looking for in the reusable drink carrier space. She worked tirelessly to create a product that was reusable, easy storage, sturdy, 12-cup capacity, holds up to 32 oz drinks, adjustable cup size and offers custom branding. Launching the 12-cup in 2023, our initial target audience and customer base was mainly comprised of sales reps and office workers. Once Amazon launched us and the Amazon Influencers found us, it became vital for us to follow, monitor and study these reels to determine who was wanting this product. With this discovery process, especially the most viral (8M views) reel, we were able to determine a new target market that we intend to launch with our sure to be best seller 6-cup. The video racked up 161K likes, 10K comments and 80K shares and was created as a mom video. That’s when we knew we were on to an untapped demographic and by creating a smaller version for families, our target market just got a lot bigger. Natalie also researched how Stanley became the most viral tumbler of all time. She changed the color scheme to make it more monochromatic and picked fun colors so bevee could be an extension of the hand while holding all the colorful drinks out there. There are also plans to create bevee 6-cup in collegiate / greek life colors to target college life, especially tailgating. In discussing the 12-cup bevee with the hospitality industry (resorts, casinos, stadiums, arenas), Natalie discovered the 12-cup, which used Starbucks cup sizes as sample sizes, needed to redo the interior cup holders to hold everything from a slim can up to a 32oz drink side. She recreated the interior of the 6-cup to reflect this. Upon launching the 6-cup, there will be a redesign of the the 12-cup to incorporate the universal cup holder. There are also plans to retrofit this unit with a shot glass interior. Once these changes occur, bevee will launch a B2B campaign in the hospitality industry and put an end to those pesky trays for good! As previously stated, there is nothing like bevee in the marketplace. And Amazon Corporate agreed. The keywords “drink carrier” falls into their top 0.1% highest keyword searches which explains why they came to us and working internally to launch us on their site. In 8 months, Amazon has opened bevee Prime in the US, Canada, Mexico and Brazil. Because bevee is not a better mousetrap, but hits on all cylinders of design and function, it’s popularity is growing daily. It’s a product no one knows exists, no one knows they need and it’s also changing user habits. But once someone sees it and more importantly, uses it, there’s no denying how much they love it!
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Pivot & Persevere

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