Trying to power through
Before founding Zest Tea, James Fayal learned two important lessons as a financial analyst: how to sustain long hours at work, and how to use data to grow a business. Craving a healthy way to stay focused throughout the day, James launched Zest Tea’s line of high-octane teas as a direct-to-consumer business in 2014. But as the brand grew and entered into retail stores, it became harder to run a data-driven business. “You get spoiled with data in DTC and then you move to retail and realize.... ‘I don't have any data’,” James recalls. “I won't know anything for six months.”
Using his analytics background, James resolved to build reports himself, trying to get signals on how the company’s activities translated on retail shelves. Not only was this incredibly difficult, but it kept James in the role of Analyst instead of focusing on his responsibilities as a CEO.
That’s when he decided to look at Crisp.