Supermaker | Jaime Schmidt

Summary of: Supermaker: Crafting Business on Your Own Terms
By: Jaime Schmidt


In the book ‘Supermaker: Crafting Business on Your Own Terms,’ author Jaime Schmidt shares her inspirational journey of founding Schmidt’s Naturals, a natural deodorant company. Starting with a DIY formula, Schmidt built a successful business and eventually sold it to Unilever in 2017. In her book, she aims to motivate and guide independent entrepreneurs, helping them avoid the pitfalls she encountered. The book is narrated in a personal, endearing tone, and offers readers practical advice on topics such as prioritizing product quality, handling legal issues, and building strong relationships with customers.

From Kitchen to Global Brand

The book Supermaker by Jaime Schmidt tells the inspiring story of how she created a successful natural deodorant business from scratch. Schmidt’s relatable and personal writing style not only offers practical business advice but also highlights her own journey. Her decision to sell her company to Unilever in 2017 allowed her to focus on empowering and supporting other entrepreneurs. Polman, former CEO of Unilever, praised Schmidt’s achievement in building Schmidt’s Naturals into a global brand. Supermaker is a must-read for anyone seeking inspiration on how to turn their dreams into reality.

Crafting a Homemade Business

In 2010, after watching an online “DIY shampoo” class, Schmidt’s passion for making soap, shampoo, and lotions was awakened. She began creating her own designs, sold her products locally, and established a Facebook community to share her recipes. Schmidt’s online store on Etsy was a huge success, thanks in part to the handwritten notes she included with each order. Her inspiring story highlights how a hobby can lead to a thriving home business.

Building a Personal Brand for Entrepreneurs

In her book, Schmidt emphasizes the importance of product quality over social media or sales for entrepreneurs. As her company grew, she updated packaging, scheduled promotional events, and built relationships with stores and customers. Schmidt advises bartering with a graphic designer for an attractive label, staying conscious of legal issues, and letting customer feedback guide you. She also established both virtual and real-world communities. Focusing on cultivating a personal brand creates trust among customers and leads to more opportunities.

Building a Successful Business

Schmidt shares strategies for launching and protecting a personal care brand, focusing on the power of differentiation and branding. She guides her readers through every step of her journey, revealing her tactics for gaining retail accounts and expanding her product range. Schmidt highlights the importance of trademarking and protecting brand identity, citing her experience with copycat products. Overall, Schmidt’s story is a testament to the power of creativity, persistence, and a strong personal brand in the competitive world of entrepreneurship.

From Small Business to Big Retail

Founder of natural deodorant line, Schmidt, overcomes business challenges and expands to major retailers.

Schmidt’s journey in starting a natural deodorant line wasn’t a smooth ride as she had to learn some tough lessons along the way. Prominent brand questioned the scientific veracity of her product claims, which taught her that asserting “outlasting the competition” required a proper research study. She also withdrew from a retailer after discovering the owner’s discriminatory views towards gays.

Despite these setbacks, Schmidt’s business saw significant growth in 2013 with $132,000 in sales. Her deodorants became bestsellers at Whole Foods and received an endorsement from actress Alicia Silverstone, leading to online sales soaring to 500 units. Schmidt’s brand was also mentioned on the popular TV show Portlandia, further increasing their online sales under the guidance of her husband Chris.

By the end of 2016, Schmidt’s natural deodorant was being sold in major retail stores such as Target and Walmart. Through her perseverance and hard work, she was able to overcome business challenges and turn her small business into a successful brand known nationwide.

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