How I Built This with Guy Raz: Mrs. Meyer's Clean Day – Monica Nassif
Episode Release Date: February 17, 2025
Introduction
In this episode of How I Built This with Guy Raz, host Guy Raz delves into the entrepreneurial journey of Monica Nassif, the visionary behind Mrs. Meyer's Clean Day. From humble beginnings to building an iconic household brand, Monica shares the trials, triumphs, and invaluable lessons learned along the way.
Early Life and Background
Monica Nassif's upbringing in Granger, Iowa, played a significant role in shaping her entrepreneurial spirit. Raised in a large family with nine siblings, Monica often assumed the role of a surrogate mother, managing household responsibilities from a young age. This early exposure to responsibility and resourcefulness laid the foundation for her future endeavors.
“[07:09] Monica Nassif: Yeah. You know, I don't ever remember as a child being, quote, poor or not having this or that. You know, it was just our reality.”
Monica recounts driving her mother's purple station wagon and balancing familial duties with her personal life, emphasizing the strong work ethic instilled in her.
Educational Journey and Early Career
After graduating from the University of Iowa with a degree in nursing, Monica moved to Minneapolis to support her husband’s career in landscaping. Her tenure as a nurse in the surgical intensive care unit was both fulfilling and challenging, providing her with a deep understanding of resilience and compassion.
“[12:50] Guy Raz: How did you like being a nurse?
[12:54] Monica Nassif: You know, I loved the pace. I love learning about your body. I loved all the science behind it. But honestly, it's... It was a hard job.”
Venturing into corporate communications, Monica transitioned from nursing to marketing by securing an internship at Dayton Hudson (now Target Corporation), where she honed her skills in brand strategy and consumer engagement.
Launching Caldria and Entering the Cleaning Products Market
In 2000, burnt out from her marketing agency, Monica identified an opportunity in the mundane household cleaning products market. With seed funding, she launched Caldria, an upscale cleaning brand positioned in gift shops and upscale stores like Williams Sonoma. However, understanding the limitations of Caldria's high price point in mass retail environments, Monica made a pivotal decision.
“[06:31] Monica Nassif: My mom had a purple station wagon... I always remember I'm holding a baby, she's driving like a bat out of hell, and we're going somewhere.”
Realizing the need for a more accessible product, Monica decided to knock herself off Caldria by creating a second brand that balanced luxury with affordability, ultimately leading to the birth of Mrs. Meyer's Clean Day.
Creating Mrs. Meyer's Clean Day
Naming the new line after her mother, Thelma Meyer, Monica infused the brand with authenticity and a touch of nostalgia. Thelma, a no-nonsense Iowa homemaker, became the brand’s beloved mascot, embodying wholesome values and practical wisdom.
“[53:22] Monica Nassif: ...she was like my mom, you know, she's like the consummate housewife with huge family, huge garden total. She was a child of the depression...”
Monica meticulously designed the packaging to reflect a retro sophistication, ensuring that each product not only performed exceptionally but also appealed aesthetically to consumers seeking elegance in their cleaning supplies.
Challenges and Strategic Decisions
Entering the competitive cleaning market, Monica faced significant hurdles, including limited funding and the dominance of established brands like Procter & Gamble and Reckitt Benckiser. To navigate these challenges, she employed a dual strategy:
- White Labeling: Partnering with Williams Sonoma, Monica positioned Caldria as a premium white-label brand, ensuring a steady revenue stream while building brand credibility.
- Brand Building: Simultaneously, she launched Mrs. Meyer's Clean Day, targeting upscale grocery stores like Whole Foods and leveraging public relations to gain media coverage in esteemed publications such as Good Housekeeping and Martha Stewart Living.
“[51:00] Monica Nassif: ...we hired a PR firm out of New York. And all I wanted them to do was to get us placement in all the home deck, home decor, women's fashion, all these magazines.”
Growth and Acquisition by SC Johnson
By the mid-2000s, Mrs. Meyer's Clean Day experienced exponential growth, with products appearing in major retailers nationwide and sales reaching between $20 to $30 million. Recognizing the brand's potential and the challenges of scaling independently, Monica accepted an acquisition offer from SC Johnson, a global conglomerate in household products.
“[72:24] Monica Nassif: ...they said, what can you do for us that we can't do for ourselves?... Their first answer was global distribution.”
The acquisition not only validated Monica's efforts but also ensured the continued growth and distribution of Mrs. Meyer's Clean Day on a global scale. Monica remained as CEO during the transition, fostering a collaborative relationship that preserved the brand's essence.
Subsequent Ventures and Lessons Learned
Post-acquisition, Monica ventured into other entrepreneurial projects, including a luxury sleepwear line for older women. While this endeavor didn't achieve the same success as Mrs. Meyer's Clean Day, it provided Monica with valuable insights into product development, scalability, and market alignment.
“[80:53] Monica Nassif: Yet another lesson learned: before you proceed, another startup, we're not going to do that again.”
She emphasizes the importance of focus and aligned passion in entrepreneurial ventures, acknowledging that bifurcating efforts can dilute the potential for success.
Board Roles and Investment
Transitioning from active entrepreneurship, Monica served on various consumer product boards and invested in startups. However, she discovered that her strengths lie more in building companies than in investing, reinforcing her preference for hands-on creation and leadership.
Final Reflections and Legacy
Monica Nassif's journey underscores the significance of resilience, innovation, and the ability to pivot strategically in the face of challenges. Her dedication to creating products that blend functionality with aesthetic appeal has left an indelible mark on the household cleaning industry.
“[84:52] Monica Nassif: I always said I was never the smartest person in the room, but I could outwork anyone.”
Monica's commitment to excellence and her ability to blend personal values with business acumen serve as a masterclass for aspiring entrepreneurs aiming to build iconic and enduring brands.
Conclusion
Monica Nassif's story is a testament to the power of determination, creative vision, and strategic execution. From launching Caldria to establishing Mrs. Meyer's Clean Day and beyond, her entrepreneurial journey offers invaluable lessons on navigating the complexities of building and scaling a successful brand.
Notable Quotes:
- Monica Nassif [07:09]: "I don't ever remember as a child being, quote, poor or not having this or that. You know, it was just our reality."
- Guy Raz [12:50]: "How did you like being a nurse?"
- Monica Nassif [53:22]: "She was like my mom, you know, she's like the consummate housewife with huge family, huge garden."