Podcast Summary: How I Built This with Guy Raz
Episode: Advice Line with Angie Hicks of Angi
Release Date: October 31, 2024

Overview

In this episode of How I Built This with Guy Raz, host Guy Raz reconnects with Angie Hicks, the co-founder and Chief Customer Officer of Angie (formerly Angie's List). The episode delves into Angie Hicks' journey of transforming a local contractor referral service into a national brand, her current role in fostering customer relationships, and her insights on scaling a business through strategic partnerships and thoughtful branding. Additionally, the episode features live advice segments where Angie and Guy Raz assist entrepreneurs with their business challenges.

Reconnecting with Angie Hicks

00:04:14 - 00:05:40

Guy Raz welcomes back Angie Hicks, reflecting on her initial appearance on the show in 2016. Angie shares updates on her role as Chief Customer Officer, emphasizing her passion for adding a human touch to a tech-driven company. She explains initiatives like "office hours" for both employees and customers, fostering direct communication and relationship-building.

Notable Quote:
At 00:05:15, Angie Hicks states, "There are no problems that I'm not willing to tackle directly."

Rebranding from Angie's List to Angie

00:05:46 - 00:08:57

The conversation shifts to the strategic decision to rebrand Angie's List to Angie. Angie explains that the term "List" had become outdated as the company evolved beyond merely listing contractors to offering comprehensive home improvement solutions. The rebrand aimed to modernize the brand, simplify marketing efforts, and unify various merged entities under a single, streamlined identity.

Notable Quote:
At 00:07:56, Angie Hicks remarks, "We wanted to simplify and streamline our brand to better represent the full range of services we offer."

First Caller: Paige McReynolds of McRae Motocross

00:08:57 - 00:22:56

Caller Introduction:
Paige McReynolds, co-founder and CEO of McRae Motocross, seeks advice on approaching investors. Her company designs and manufactures women's dirt bike gear, aiming to create a welcoming community in a male-dominated industry.

Discussion Points:

1. Understanding the Market:

   • Paige discusses the niche of women's motocross apparel and the challenges of breaking into a predominantly male market.

2. Funding and Growth:

   • Currently self-funded, Paige inquires about the right timing and milestones for seeking investor funding.

3. Community and Branding:

   • Angie advises leveraging the founder's passion and storytelling in attracting investors, emphasizing the importance of authentic relationships.

4. Scaling Beyond the Niche:

   • Guy Raz suggests expanding the brand's scope beyond motocross to include other women's sports to ensure sustainability and growth.

Notable Quotes:
At 00:13:20, Guy Raz advises, "Think in a much bigger way. Even if motocross is the core, consider expanding to other sports."

At 00:17:45, Angie Hicks adds, "Finding the right fit with that investor is crucial, especially an early investor who will have significant influence over the business."

Second Caller: Diana O'Connor of Weston Table

00:27:07 - 00:37:28

Caller Introduction:
Diana O'Connor, founder and CEO of Weston Table, introduces her Boston-based e-commerce platform focused on home goods and tabletop entertaining products. Having launched in 2020 after raising five children, Diana seeks advice on balancing creative vision with business operations and the potential need to bring in investors.

Discussion Points:

1. Balancing Creativity and Operations:

   • Diana expresses the challenge of managing both creative and administrative tasks, seeking ways to focus on her strengths.

2. Investment and Control:

   • She contemplates whether bringing in investors is necessary for scaling her business and fears potential loss of control.

3. Scaling Strategies:

   • Angie recommends incremental fundraising and finding partners who align with the brand's vision, citing examples of successful partnerships like Cava.

4. Delegation and Leadership:

   • Angie emphasizes the importance of delegating tasks to allow founders to concentrate on their passions, suggesting the recruitment of a CEO or COO to manage operations.

Notable Quotes:
At 00:31:24, Angie Hicks advises, "Finding people that can take some of those tasks off your plate allows you to do more valuable things for the organization."

At 00:35:21, Angie suggests, "Consider looking for a COO who can work their way into the business and potentially take on the CEO role in the future."

Third Caller: Keisha from Bridge the Gap Spanish

00:41:47 - 00:53:32

Caller Introduction:
Keisha from Kansas City calls in representing Bridge the Gap Spanish, an online platform helping adults learn Spanish through matched native speakers and tailored coaching.

Discussion Points:

1. Business Model and Growth:

   • Keisha outlines her month-to-month subscription model and her recent growth from five to 28 clients, primarily acquired through Instagram.

2. Differentiation in a Competitive Market:

   • She differentiates her service by emphasizing personalized coaching and bespoke matching with native speakers, aiming to enhance learners' confidence in speaking Spanish.

3. Prioritizing During Growth:

   • Keisha seeks advice on how to prioritize tasks amidst rapid growth and managing multiple moving parts.

4. Marketing and Customer Acquisition:

   • Angie recommends maintaining successful marketing channels while experimenting with new ones to ensure sustainable growth without over-reliance on a single platform.

Notable Quotes:
At 00:43:41, Angie Hicks notes, "Having a handful of marketing vehicles that work well ensures you’re not caught flat-footed when trends change."

At 00:48:23, Angie highlights, "Understanding the lifetime value of your customers is crucial in determining how much to invest in customer acquisition."

Final Insights and Reflections

00:54:36 - 00:58:07

As the episode wraps up, Angie Hicks shares her reflections on entrepreneurship, emphasizing the importance of being open to learning, not over-stressing decisions, and maintaining a balanced perspective. She encourages founders to embrace their journeys, learn from mistakes, and focus on what truly matters for their business's growth and sustainability.

Notable Quote:
At 00:55:18, Angie Hicks advises, "Don't make decisions so heavy; we're not running the ER. Make the decision, move on, and learn from it."

Conclusion

This episode of How I Built This provides invaluable insights into scaling a business thoughtfully, maintaining brand integrity, and fostering meaningful relationships with both customers and investors. Angie Hicks' experiences and advice offer a roadmap for entrepreneurs navigating the complexities of growth, funding, and market positioning.

Note:
For full details and additional insights, listeners are encouraged to tune into the episode on the Wondery App or their preferred podcast platform.