![\"Photo](\"https:\/\/www.wisconsin.edu\/all-in-wisconsin-new\/wp-content\/uploads\/sites\/378\/2022\/04\/SYS-IBE_SirenShrubCo_Spring_2021-1-768x512-1.jpg\")
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Siren Shrub Co.<\/a>, which takes drinks up a notch with an old-but-new concept, has taken its company up a notch in just a few short years.<\/p>\n The women-owned business based in Stevens Point makes flavorful combinations with its shrubs \u2014 nonalcoholic syrups, not to be confused with small bushes. These concentrates are made from apple cider vinegar, fresh fruits, roots and herbs, then sweetened with cane sugar or maple syrup.<\/p>\n The idea came about when Layne Cozzolino was pregnant; she and friend Mindy McCord found shrubs were an ideal replacement for alcohol. As they shared their recipes, they found the flavors also appealed to drinkers as something novel and fun as craft cocktails and mocktails started growing in popularity.<\/p>\n The co-founders approached the\u00a0Wisconsin Small Business Development Center (SBDC)<\/a>\u00a0at UW-Stevens Point in August 2019 because they both were working on Siren Shrub as a side hustle and wanted to take things to the next level. Specifically, they sought assistance with diversifying revenue streams via wholesale distribution, ecommerce and new product development. They received a $50,000 working capital loan through a local\u00a0Community Development Financial Institution<\/a>\u00a0(CDFI), which allowed Layne to make the leap from her nonprofit job into full-time entrepreneurship.<\/p>\n<\/div>\n<\/div>\n To advance those skills, Layne also attended Financial Management Boot Camp and consultant training through the\u00a0Food Finance Institute (FFI)\u00a0<\/a>in 2019.<\/p>\n \u201cI did not go to business school, so business in the technical sense was not a part of my background, but throughout my professional careers, and now Siren Shrub Company, I have gained the lived experience necessary to run a business, and I lean on the resources and expertise available when there is more to learn,\u201d Layne said of things like cash flow, projections and inventory.<\/p>\n Next, the pair was encouraged to apply for the\u00a0Ideadvance Seed Fund<\/a>, funded by the\u00a0Wisconsin Economic Development Corporation\u00a0<\/a>(WEDC) and the\u00a0UW System<\/a>. Ideadvance, run by the\u00a0Center for Technology Commercialization<\/a>\u00a0(CTC), is a rigorous program that combines money, mentorship and progress toward milestones to move innovative ideas into feasible businesses.<\/p>\n Siren Shrub received\u00a0phase 1 funding (typically up to $25,000) in 2020<\/a>\u00a0and\u00a0phase 2 funding (typically up to $30,000) in 2021.\u00a0<\/a><\/p>\n The focus of their phase 1 Ideadvance work was to produce, promote and distribute a canned shrub product. In August 2020, it was determined this had strong interest from both consumers and distributors to move forward, and they officially launched it in the fall of 2020.<\/p>\n (Hear their takeaways from the program in their own words:\u00a0<\/em>video<\/em><\/a>)<\/em><\/p>\n The focus of phase 2 in Ideadvance has been to position Siren Shrub for investment.\u00a0<\/em><\/p>\n This has meant focusing on their next big leaps, Mindy said: \u201cWhat are we going to do to raise money, where are we going to go next and what parts of our operation need improvement?\u201d<\/p>\n Siren Shrub is not pursuing the somewhat popular \u201cunicorn\u201d model of rapid growth through large investments. \u201cWe are interested in growing as a national brand, but much more in a niche way,\u201d Layne said. \u201cWe are not ready or necessarily interested in mainstream markets. There is an educational component to what we offer that will take time for the market to embrace. We have talked more about crowdfunding as a better platform. Our business is based on building relationships: small distributors, small shops and mom-and-pops. We have been fortunate to work with Ideadvance consultants who have been supportive of letting us look at our commercial viability through our value lens. They listen to our business needs. Brian (Walsh) and Idella (Yamben) have been so supportive and amazing in this process.\u201d<\/p>\n To support their growth, Mindy shifted her work emphasis to Siren Shrub in September 2021, and they even hired a part-time employee to assist them.<\/p>\n<\/div>\n Today, Siren Shrub has expanded to a line of five bottled shrubs (honeycrisp, basil, lemongrass, maple ginger and tart cherry) and three canned sparkling beverages (basil, rhubarb and tart cherry). Their products are available\u00a0online<\/a>\u00a0and in more than 200\u00a0shops<\/a>.<\/p>\n In 2022, Layne and Mindy\u2019s hard work has attracted prominent attention. In January, it was featured on the\u00a0season opener of Wisconsin Foodie on PBS Wisconsin<\/a>.<\/p>\n In February, they released a second limited-edition collaboration flavor in partnership with Black Oxygen Podcast \u2014\u00a0a cacao nib shrub, which benefited the Madison365 podcast<\/a>. Layne and Mindy plan to continue producing bimonthly special flavors as an opportunity to get back into the kitchen and give back to their community. \u201cAs a company, we are very community wealth focused, and these collaboration flavors allow us to put immediate\/tangible actions behind our values,\u201d Mindy said.<\/p>\n What else is exciting as they look ahead to the future and continued growth?<\/p>\n Mindy said, \u201cThere is an exciting trend occurring in the beverage industry, and if you\u2019re paying close enough attention, you\u2019ll begin to notice people are looking for interesting and tantalizing beverage options that are just as tasty as their boozy counterparts. Nonalcoholic doesn\u2019t mean boring! And a bottle of Siren Shrub allows you and your guest the flexibility to decide whether you want a cocktail with or without alcohol without compromising flavor.\u201d<\/p>\n Shrubs open an opportunity to \u201ccreate room for inclusive beverages\u201d in Wisconsin\u2019s heavy drinking culture, especially as more people consider going dry full or part time for a healthier lifestyle.<\/p>\n What\u2019s it like to be in business as friends and women?<\/em><\/p>\n Layne: \u201cPeople say, \u2018Don\u2019t go into business with your best friend.\u2019 But we\u2019ve built a business on transparency, trust and understanding. Things come up; we adjust. We get it all out on the table when necessary, and this has really worked for us. As a company we have found that supporting one another is key. We would love to see a world that gives women the support they need to be successful in and out of the workplace, and in our own small way, that starts with Mindy and I doing that for each other.\u201d<\/p>\n Mindy: \u201cOur personalities are very complementary. Layne is more comfortable taking calculated risks; I am more risk averse. The two traits are strengths in their own rights, but having both sides of the coin has been essential for us in our decision making. Being friends in business has really been an incredible support. I feel very lucky to have found and so far succeeded at that balance.\u201d<\/p>\n What\u2019s it like to juggle entrepreneurship and parenthood?<\/em><\/p>\n Mindy: \u201cI\u2019m grateful to have a business partner who understands that part of life, to have that flexibility to work when we can. Unlearning the habits of a traditional 9 to 5 job has been interesting. Even though we have the flexibility I still catch myself apologizing or feeling guilty when I utilize the freedom of flexibility; it\u2019s something I think Layne and I are both working on.\u201d<\/p>\n Layne: \u201cIt\u2019s not the traditional lens that we hear about. We\u2019ve had to make decisions that work for us as mothers and women. Sometimes that means pushing against \u2018the way it\u2019s always been done\u2019 and paving a path that works for us.\u201d<\/p>\n Written by the Institute for Business & Entrepreneurship, a proud part of the University of Wisconsin System.<\/p>\n\n\n![\"\"](\"https:\/\/business.wisconsin.edu\/wp-content\/uploads\/2022\/04\/SirenShrubCo_Bottles_2020-113-1024x683.jpg\")
\nFirst leap: A product<\/h3>\n
Second leap: Another product<\/h3>\n
\n\nThird leap: Funding and more<\/h3>\n
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The future<\/h3>\n
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Bonus Q&A<\/h3>\n
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