Lee Kojanis and Daniele Orellana, a husband-and-wife duo based in New York City, have successfully turned their passion for wine and their expertise in healthcare into a thriving side hustle. Their brand, Mitts, was born out of a need for a practical and aesthetic solution to clean delicate glassware, particularly high-end stemware used for wine tasting. The inspiration for Mitts came during the pandemic when Lee was studying for his Wine & Spirit Education Trust exams, leading to a growing collection of fragile glasses that were challenging to clean without breakage.
The couple’s first steps in getting Mitts off the ground involved extensive market research and collaboration with engineering firms to develop a prototype that met their vision. They also worked with a creative agency to establish their branding and packaging design. One of the key resources that proved invaluable in navigating the consumer packaged goods (CPG) space was ChatGPT, an AI tool that helped them develop a go-to-market strategy and answer basic business questions. Additionally, the StartupCPG community provided essential networking opportunities and practical advice.
Despite their meticulous planning, Lee and Daniele faced challenges with the timing and management of their product release, resulting in manufacturing and shipping delays that impacted holiday orders. However, they learned valuable lessons in supply chain preparedness and the importance of contingency planning. The couple emphasizes the importance of embracing rejection as a constant in entrepreneurship and using feedback to refine their pitch, product, or approach.
In terms of revenue, Mitts has seen fluctuating monthly sales since its launch, with projections of $75,000 in sales for the year. The couple aims to triple their revenue by the end of the year and secure retail partnerships to expand their reach. Despite their demanding full-time jobs as healthcare professionals, Lee and Daniele dedicate significant time to working on Mitts, often balancing their responsibilities throughout the day and weekends.
One of the most rewarding aspects of running Mitts for Lee and Daniele is the opportunity to work together towards shared goals and promote a product they created from scratch. Their best piece of actionable advice for aspiring entrepreneurs is to conduct thorough market research, engage with the target audience for feedback, and strategically plan the launch to build anticipation. By creating prototypes, gathering feedback, and iterating on their design, Lee and Daniele were able to validate their concept and pave the way for growth.
Overall, Lee Kojanis and Daniele Orellana’s journey with Mitts showcases the power of passion, perseverance, and strategic planning in building a successful side hustle. Their story serves as inspiration for aspiring entrepreneurs looking to turn their ideas into reality through dedication and innovation.
