BUSINESS
With a very loyal base of approximately 50% return customers,
the Instagram account also grew on a rapid pace,
garnering 50,000 followers every six months for the first two
years. Now with upward of 370,000 followers, Cieslinski
posts every day. Combined on all social media channels, they
have more than 400,000 followers.
“But we don’t do any paid marketing on social media or market
on Facebook,” Cieslinski says. “It’s not very aligned with
what we believe in. We believe it exploits the user’s privacy.”
With an organic approach to social media, Follano says,
“we don’t really believe in exposing people’s privacy for our
personal gain just so the business makes a profit.”
Their customers are scattered around the country, but
Cieslinski and Follano would like to broaden their Florida
community.
“It’s a big issue, and Florida is surrounded by water. If we
work together, and all pitch in, we can help preserve this
magical ecosystem,” Follano says.
Around 8 million to
10 million metric tons
of plastic ends up in the
ocean each year. Plastic
waste makes up 80%
of all marine pollution.
UNESCO Intergovernmental Oceanographic Commission
LOCAL STAFFERS
They hire employees locally and efficiently from their web
presence. Office manager Monica Herrera was once a customer.
And Fort Pierce local Olivia Tremble does customer
service and brand partnerships.
Their operations fulfillment is handled by Jasmine Pavao.
Products are packaged and prepared to ship, using all water
activated, 100% compostable nonreinforced, plastic-free tape.
Every aspect conforms to sustainability, down to the cornstarch
packing peanuts, “cheeseless Cheetos,” whose natural
properties Follano demonstrates by popping one in his
mouth and eating it.
But the fulfillment and shipping operations are moving
to an appropriately eco-friendly 3PL third party logistics
partner to facilitate the process.
“We had to make sure we found a shipper that uses only
biodegradable packaging,” Cieslinski says. “We didn’t want
to go with one of the big companies like ShipBob, because
they all use plastic and won’t make exceptions.”
With the customer base all over the country and the shipper
located in the Midwest, shipping costs will be lower and
so will the carbon footprint.
The company staff, left to right, Jazmine Spence, Jazmine Pavao, Cieslinski,
Follano and Monica Herrera all pitched in on beach cleanup day.
These changes will not affect staffing, however. Follano
is a believer in Peter Drucker’s, “Culture eats strategy for
breakfast,” a famous philosophy championing the importance
of the human factor. A positive employee culture,
Drucker found, will always return better results than one that
doesn’t value or appreciate employees no matter how solid or
detailed the business strategy.
“Letting someone go would be a worst-case scenario for
us,” Follano says. “No one is losing their job in the transition
to a 3PL.”
These principles-driven ambitions are the heart and soul of
Zerowastestore.com’s e-commerce success and will help take
the company to the next level with an eco-friendly investment
partner.
With decentralized shipping, the opportunity presents itself
for Cieslinski and Follano to fulfill another dream: Outfit
a van and travel the country, which is what they intend to do
before settling down and having a family.
“Managing this is a lot of work,” Follano says. “With the
new 3PL we can all work remotely or from the road.”
Zerowastestore.com’s approach is building to a better result.
“For us, it’s about everybody doing zero waste imperfectly,
versus a few doing it really well,” Cieslinski says. “We need
everybody to care just a little bit. We’re trying to give people
one place for their needs at an affordable price. And know
that their purchase is making an impact.”E
14 Port St. Lucie Magazine
/Zerowastestore.com
/Zerowastestore.com