🚀 Who is Jake Karls?

  • Co-founder & Chief 'rainmaker'- Mid-day squares.
  • EY Entrepreneur Of The Year 2022 finalist.
  • Marketing whiz with a twist!
  • Honest storyteller.

🚀 How Mid-day squares happened?

The Problem

My sister & brother-in-law had a brilliant product that was ready to go—but they needed someone to blow it up and make the product shine in the food ecommerce space.


Typically, the food space is archaic—there is a lack of emotional connection between the brands & the person buying the product.

It's more of a purchase habit based on function or commodity, which bothered me.

So what I said was I said I'm happy to join this team as the third founder.

But the kicker was I said, we are going to make the consumer feel like they're buying from humans.

The Insight

Customers buy what they want, and this decision is not limited to the product's greatness only. Their purchase habits are also impacted by how they feel and whether there is any connection with the brand.

When I joined my sister & brother-in-law, I told them we would create a reality show on entrepreneurship. We're going to show the good, the bad, and the ugly of how we build this business. And that means showing the milestones, the successes, the failures, the therapies, the breakdowns—everything you never see about a company.

My goal was to show that and allow the customer to come on this journey with us, making them a fan rather than just a customer. And till this day, we still do it four years later.

💡Lesson 1: Create an emotional connection with the community through your brand presence, communications & identity.

The Struggle:

Soon enough, we were getting some noise, and I went down this dangerous path that entrepreneurs tend to go down, and it's called the yard sticking path, where you start to compare yourself to everybody around you.

And I was basically in this game in my head where I was like, why am I not getting it? Why me? And I was giving this selfish behavior, which was horrible.
And I went through a six-month experience where I couldn't even perform.

I had no motivation, no inspiration because all I cared about was getting things—the next big thing, the next, the following article, the following money raised.

And that damaged me for quite a while. Then, I worked with my therapist to get out of that, which took a lot of mental work.

Today, I don't do that yardstick, and I don't compare myself. I'm on my own game, and I'm all my game. Our game is to make the best experience for our fans and deliver the best product. That's all. And I cheer on everyone that wins those specific things in life. And that made me happier, more fired up.

💡Lesson 2: Stop comparing. Focus on your journey.

🚀 BFCM 2022 Marketing Strategy: The Do's & Donts

I think for any holiday campaign, if you have a good product, product-market fit, and a great brand, I could almost guarantee that it will fly high. Don't forget to do something fun for your customers and your fans.

We have a strong community on our social media channels, TikTok, Instagram, LinkedIn, and Facebook; we also leverage our email list and the best part? They'll reward you when you update them with something unique and rewarding fun.

💡Lesson 3: Build a community, tell a good story and make it not just about a discount but something fun.




Be yourself every single day.
Focus on what makes you great and go all in on that. I think I always say the entrepreneur willing to withstand the most pressure will win because the journey is full of stress and hardships. And you got to try to enjoy it as it's so hard.




Keeping your inventory stocked up is super important. I think coming at it with fun is so much better than just a standardized discount because everyone does that.

Set yourself apart, do something that will engage the consumer again, and lean more into your brand, not just the product, because you want them long term; you don't want the one-time customer.
Focus on creating a great product, like ensuring product market fit.

Don't just launch something for the sake of throwing something.

That's the checklist. If you have these, I can assure you that you will sell many products, even when it's a crowded discount day and all that stuff. If your brand is strong, people love who you are, your community drives you, and your product-market fit hits, customers will want to purchase your products in bulk on that day.

💡Lesson 4: Phenomenal, authentic storytelling with a specific call to action, along with the support of a great community, will work. Always.

It's not complex, but don't follow the typical standard playbook because that stuff gets saturated, and it's not working as much as it was 15 years ago or ten years ago.

🛑 At Mason, we help you to learn how to grow your online business.  Join us at https://getmason.io/modemagic/ and get the lowdown on how to scale your Shopify store fast.

✨ You can also get in touch with our co-founder extraordinaire: https://www.linkedin.com/in/kmanjita/

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