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Guest, Carol Hoenig
I am the President of Carol Hoenig Publishing Consultant, Inc. In today’s ever-changing publishing climate, it is important to wear many hats, so to speak. Prior to starting my own business, I worked for a big bookstore chain as their National Event Specialist. I had the opportunity to work with many publishers, both big and small, as well as many authors—some who were just starting out and others whose books were on the bestseller lists. During that time I was getting a wonderful education on what made some events successful and what made others fail. Believe it or not, I hosted an event in the Manhattan Park Avenue location for a first-time author who had standing-room-only. (This author was so grateful for my efforts that we stay in touch to this day.) On the other hand, there was a recognizably named author who refused to show up to his event when he heard that the crowd waiting for him was minuscule. He didn’t care about those who were in attendance, but rather those fans who weren’t there. This author thought that because it was Park Avenue there would be a huge audience waiting for him, in spite of the fact that I told his publicist to expect otherwise. (An explanation here as to why would be too long, but let’s just say the location was not his market.)
Fast forward to today. One of the other hats I wear is being a published author. Between my experience working with publishers and being a writer in my own right, I know both sides of the business and have learned the importance of thinking creatively when it comes to getting publicity for one’s book. As a developmental editor, I can also plan out a publicity approach for the author while his or her book is still being written. Cookie-cutter approaches do not work and I find ways to help the author consider other avenues for events when a bookstore cannot host one for them. I also find fresh media pitches for their book, as opposed to sending a press release out as an email blast, which rarely gets the attention of any producer or editor.
I am the President of Carol Hoenig Publishing Consultant, Inc. In today’s ever-changing publishing climate, it is important to wear many hats, so to speak. Prior to starting my own business, I worked for a big bookstore chain as their National Event Specialist. I had the opportunity to work with many publishers, both big and small, as well as many authors—some who were just starting out and others whose books were on the bestseller lists. During that time I was getting a wonderful education on what made some events successful and what made others fail. Believe it or not, I hosted an event in the Manhattan Park Avenue location for a first-time author who had standing-room-only. (This author was so grateful for my efforts that we stay in touch to this day.) On the other hand, there was a recognizably named author who refused to show up to his event when he heard that the crowd waiting for him was minuscule. He didn’t care about those who were in attendance, but rather those fans who weren’t there. This author thought that because it was Park Avenue there would be a huge audience waiting for him, in spite of the fact that I told his publicist to expect otherwise. (An explanation here as to why would be too long, but let’s just say the location was not his market.)
Fast forward to today. One of the other hats I wear is being a published author. Between my experience working with publishers and being a writer in my own right, I know both sides of the business and have learned the importance of thinking creatively when it comes to getting publicity for one’s book. As a developmental editor, I can also plan out a publicity approach for the author while his or her book is still being written. Cookie-cutter approaches do not work and I find ways to help the author consider other avenues for events when a bookstore cannot host one for them. I also find fresh media pitches for their book, as opposed to sending a press release out as an email blast, which rarely gets the attention of any producer or editor.
Tyler Ornstein loved the taste and smell of coffee since his first sip at 5 years old, however, his father thought otherwise, as it upset his stomach. One day Tyler asked if he could make a coffee that both of them could drink, and this was a pivotal moment in both of their lives.
His Father started thinking.
In 2006, at sixteen years old, Tyler’s father asked him a simple question, “What is the second-largest commodity item in the world?” He had no idea, but after a little research he found that the first was oil, and the second was coffee.
Tylers Coffees® was born out of necessity. Tyler's dad was told by his physician that he could no longer drink coffee due to its acidity. Realizing that drinking coffee is more of a lifestyle choice than just a beverage. His father (a biochemist) went on to design a proprietary computerized Z-Roasting system and figured out how to roast the bean perfectly without letting the Tannic and Lipid acids form. These acids often wreak havoc on those with GI problems from indigestion, bloating, and heartburn to tooth enamel decay.
He then presented Tyler with an idea that is now known as Tylers Coffees®. THE WORLD'S FIRST AND ONLY ACID-FREE COFFEE.
Tyler agreed to sell it with a natural entrepreneur spirit, setting off door-to-door on his bicycle. Tyler continued selling the coffee to friends, family, and neighbors, and from there Tyler’s Coffees® was born.
It has since evolved into a full warehouse, a team, 80% growth year over year with 2,000,000 cups sold, distribution in 1,000 independent grocery stores across the United States, and was even the preferred coffee of the 2008 Academy Awards. Also, he has launched into Amazon and Walmart online. As well as many other retail outlets. He is well versed in online company building, and marking development.
As the world's FIRST and ONLY Organic Acid-Free Coffee, Tylers Coffees® is able to provide a healthier option. While his company continues to expand and see more and more success, Tylers Coffees® is most importantly helping people around the world, giving them a healthier option each and every day.
"Entrepreneurialism is like jumping off the highest cliff and assembling an airplane on the way down" This inspires me because owning a business is crazy.
Good evening Tyler – I’m so looking forward to this interview and chat.
Questions for the Guest:
1. Why did you begin your business/when? How does a 16yr decide to become an entrepreneur?
2. Why did you choose Coffee? How does your coffee protect people with certain illnesses?
3. What is your best business advice?
4. What inspires you?
5. Struggles you face/have faced as a business owner?
6. What are your current goals?
7. What is your favorite part of owning a business?
8. What’s your special offer for our listeners today? 10% tylers10off
This is just a guide; I like to keep the conversation organic and go where it needs to whilst highlighting your amazing business and offer.
Toni’s notes – THE solution for the more than 100 million individuals who have sensitive stomachs or who suffer from acid-related modalities. Tannic and Lipid acids are the cause of the bitter bite, upset stomach, aftertaste, and tooth enamel damage. Aside from these pesky side effects, these acids can form and aid in the development, or flare-up of Interstitial Cystitis (IC), Overactive Bladder (OAB), Gastroesophageal Reflux Disease (GERD), Crohn’s Disease, or Colitis. Since our roasting and the decaffeinating process is completely all-natural, we are able to produce a product that is not only superior in quality but one that also yields the healthiest coffee for you. Additionally, our roasting process is computerized and carefully monitored, so we are able to ensure that each batch is consistent and that the results will be the same; EVERY TIME. This means that our customers are able to expect the highest quality from us - and consistency - whether they are buying their first bag or their 50th. Tyler has seen a massive amount of growth since 2006. This year alone he has been featured in Forbes magazine twice, is starting his own podcast launching in July, and is even working on a book that is being released soon.
His Father started thinking.
In 2006, at sixteen years old, Tyler’s father asked him a simple question, “What is the second-largest commodity item in the world?” He had no idea, but after a little research he found that the first was oil, and the second was coffee.
Tylers Coffees® was born out of necessity. Tyler's dad was told by his physician that he could no longer drink coffee due to its acidity. Realizing that drinking coffee is more of a lifestyle choice than just a beverage. His father (a biochemist) went on to design a proprietary computerized Z-Roasting system and figured out how to roast the bean perfectly without letting the Tannic and Lipid acids form. These acids often wreak havoc on those with GI problems from indigestion, bloating, and heartburn to tooth enamel decay.
He then presented Tyler with an idea that is now known as Tylers Coffees®. THE WORLD'S FIRST AND ONLY ACID-FREE COFFEE.
Tyler agreed to sell it with a natural entrepreneur spirit, setting off door-to-door on his bicycle. Tyler continued selling the coffee to friends, family, and neighbors, and from there Tyler’s Coffees® was born.
It has since evolved into a full warehouse, a team, 80% growth year over year with 2,000,000 cups sold, distribution in 1,000 independent grocery stores across the United States, and was even the preferred coffee of the 2008 Academy Awards. Also, he has launched into Amazon and Walmart online. As well as many other retail outlets. He is well versed in online company building, and marking development.
As the world's FIRST and ONLY Organic Acid-Free Coffee, Tylers Coffees® is able to provide a healthier option. While his company continues to expand and see more and more success, Tylers Coffees® is most importantly helping people around the world, giving them a healthier option each and every day.
"Entrepreneurialism is like jumping off the highest cliff and assembling an airplane on the way down" This inspires me because owning a business is crazy.
Good evening Tyler – I’m so looking forward to this interview and chat.
Questions for the Guest:
1. Why did you begin your business/when? How does a 16yr decide to become an entrepreneur?
2. Why did you choose Coffee? How does your coffee protect people with certain illnesses?
3. What is your best business advice?
4. What inspires you?
5. Struggles you face/have faced as a business owner?
6. What are your current goals?
7. What is your favorite part of owning a business?
8. What’s your special offer for our listeners today? 10% tylers10off
This is just a guide; I like to keep the conversation organic and go where it needs to whilst highlighting your amazing business and offer.
Toni’s notes – THE solution for the more than 100 million individuals who have sensitive stomachs or who suffer from acid-related modalities. Tannic and Lipid acids are the cause of the bitter bite, upset stomach, aftertaste, and tooth enamel damage. Aside from these pesky side effects, these acids can form and aid in the development, or flare-up of Interstitial Cystitis (IC), Overactive Bladder (OAB), Gastroesophageal Reflux Disease (GERD), Crohn’s Disease, or Colitis. Since our roasting and the decaffeinating process is completely all-natural, we are able to produce a product that is not only superior in quality but one that also yields the healthiest coffee for you. Additionally, our roasting process is computerized and carefully monitored, so we are able to ensure that each batch is consistent and that the results will be the same; EVERY TIME. This means that our customers are able to expect the highest quality from us - and consistency - whether they are buying their first bag or their 50th. Tyler has seen a massive amount of growth since 2006. This year alone he has been featured in Forbes magazine twice, is starting his own podcast launching in July, and is even working on a book that is being released soon.
