How a Simple Idea Became a Successful Business

In 2020, as the world slowed down, Brittane Rowe, her brother Brandon, and his fiancée Jane found themselves having deeper, more meaningful conversations. What started as casual discussions evolved into a Google Doc filled with thought-provoking questions—questions that would later become the foundation for Hella Awkward, a card game designed to spark real, unfiltered conversations.

Instead of letting their idea sit on a screen, they took action. They transformed their Google Doc into a physical product, leveraged free tools, and built a community-driven brand—all without massive startup capital. Today, Hella Awkward is stocked in major retailers like Macy’s and has been featured in over 50 publications.

So, how did they do it? More importantly, how can you apply these lessons to your own business? Let’s break it down.

1. Start Where You Are, Use What You Have

The Hella Awkward team didn’t wait for perfect conditions. They used what was available:

• Google Drive to organize ideas
• Shopify for an affordable e-commerce setup
• MailChimp for email marketing
• Social media for organic growth

This DIY approach helped them launch without spending heavily on tools or consultants.

What You Can Do:

No matter your industry, you can launch scrappily, too.

• Selling digital products? Use Gumroad or Etsy instead of building a custom site.
• Launching a coaching business? Start with free Zoom sessions and an Instagram page.
• Creating a physical product? Start with a small batch and test demand before mass production.

The key is to focus on action over perfection. Many founders get stuck waiting for the "right moment"—but momentum comes from starting.

2. Turn Your Network Into Your First Customers

Instead of spending on ads, Hella Awkward used their personal networks to get their first sales. Friends, family, and acquaintances were their first customers, testers, and ambassadors.

They even did “awkward hand deliveries”—personally dropping off orders to early customers to spark conversation and increase engagement. This small touch made people feel part of something special and encouraged word-of-mouth marketing.

What You Can Do:

• Leverage your inner circle. Whether you’re selling a product or service, start with people who already trust you.
• Offer a friends-and-family discount to build early traction.
• Create a “VIP early access” group and let your network be the first to try your offer.
• Make first customers feel special. Handwritten notes, personalized messages, or even quick check-ins can turn them into loyal advocates.

Think of how Airbnb got its first users—they started with personal connections and couch surfing communities before scaling globally.

3. Use PR and Earned Media to Get Noticed

One of Hella Awkward’s smartest growth strategies was securing PR coverage. They’ve been featured in over 50 media outlets, gaining credibility and free exposure.

Instead of waiting for journalists to notice them, they pitched their story. Their unique angle? A game designed to make people feel awkward yet connected—something highly relevant in a time of social isolation.

What You Can Do:

• Find your unique angle. What makes your business different? It doesn’t have to be groundbreaking—it just has to be compelling.
• Pitch yourself to media outlets. HARO (Help a Reporter Out) and cold emails can land you coverage in niche blogs and mainstream press.
• Use social proof. Share testimonials, customer stories, and media mentions to build trust.

Look at Glossier—the beauty brand didn’t launch with a huge ad budget but relied on PR and community engagement to build a cult following.

4. Retail Partnerships: Breaking Into Big Stores Without Breaking the Bank

Getting into Macy’s was a game-changer for Hella Awkward, but it came with challenges—navigating onboarding, logistics, and retailer expectations. To scale beyond one retailer, they partnered with a distributor to pitch to Target and Walmart.

Many founders dream of seeing their product on store shelves but underestimate the preparation required.

What You Can Do:

• Start small. Before aiming for Target, consider boutique stores, pop-ups, or local retailers.
• Understand retailer expectations. Retailers have strict packaging, pricing, and supply chain requirements—get familiar before pitching.
• Work with a distributor if direct pitching feels overwhelming.

Brands like The Lip Bar (a Black-owned beauty brand) first launched in Target after proving demand through their direct-to-consumer business.

5. Customer Feedback Is Your Best Business Consultant

From trade shows to direct customer conversations, Hella Awkward continuously refines its product based on real user feedback. They’ve adjusted packaging, tweaked marketing, and even developed new product variations—all based on insights from actual customers.

What You Can Do:

• Talk to your customers. Don’t assume what they want—ask them. Use surveys, Instagram polls, or direct conversations.
• Observe product usage. Are customers using your product differently than intended? That insight can spark innovation.
• Test before scaling. Before mass-producing, get feedback on prototypes, landing pages, or beta versions.

Nike does this constantly—testing new sneaker models with athletes before mass production.

The Big Takeaway: Just Start, Then Keep Adapting

The Hella Awkward journey isn’t about having a perfect business plan—it’s about taking action, listening to customers, and staying persistent.

If you’re launching or scaling your own business, take these lessons to heart:

• You don’t need a big budget to start. Use free tools and your existing network.
• Marketing isn’t just ads. Personal connections, PR, and word-of-mouth are powerful.
• Retail isn’t out of reach. Start with small wins and grow from there.
• Your customers hold the answers. Listen, adapt, and refine based on their feedback.

Whether you’re building a product, launching a service, or growing a brand, success isn’t about waiting—it’s about doing. Just like Hella Awkward did, take that first step and build from there. Check Out The Full Episode Here.