In our first podcast interview, Emily Steele, CEO & Co-Founder of The Hummingbirds, explains how to get your first $1M in ARR. Her SaaS startup that connects hyper-local social media enthusiasts and influencers with their favorite local brands to increase sales.
Steele shares the story behind her company, which harnesses the power of word-of-mouth marketing through a network of local influencers known as “Hummingbirds.” She discusses the challenges and triumphs she’s encountered on her entrepreneurial journey, offering insights into the business model that positions Hummingbirds as a B2B service.
Steele highlights the importance of fostering a strong company culture, particularly in a remote-first environment, and the adjustments they’ve made while expanding into new cities and scaling the business.
The conversation also explores the supportive nature of Iowa’s startup ecosystem, with Steele emphasizing the value of community and mentorship among founders. She underscores how experienced entrepreneurs play a crucial role in guiding and uplifting new founders. The episode concludes with Steele’s reflections on the future of Hummingbirds, where she encourages listeners to trust their instincts and stay true to their vision, while continuing to build a unique and vibrant company culture.
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The Birth of The Hummingbirds: From Oat Milk Lattes to Local Influence
Steele recounted how her journey began with an oat milk latte at Horizon Line Coffee in Des Moines. “I was singing my praises on Instagram stories…and just watched some of my peers, people I had known from former jobs, or just like from Drake University days, like telling me they’re going to Horizon Line,” Steele said, highlighting the power of personal recommendations. This experience was the catalyst for Steele to harness the power of local voices and word-of-mouth marketing.
Initially, The Hummingbirds operated like an agency, but Steele soon realized the potential of creating a more structured platform. By 2018, influencer marketing was booming, and Steele saw an opportunity to expand beyond traditional influencers. “I want to give brands access to people like me,” she stated, emphasizing the potential of everyday social media enthusiasts in driving brand awareness.
Expanding Horizons and Scaling Success
The journey wasn’t without its challenges. Steele noted the difficulty in managing the business manually and the need to transition to a more scalable model. This led to developing a software platform that allowed “Hummingbirds” to sign up and participate in brand campaigns. “It just became a very big nuisance to run a spreadsheet-like type of business,” Steele explained, prompting the shift to a more automated approach.
Steele’s strategic vision paid off, leading to successful expansions beyond Des Moines to cities like Omaha and Milwaukee. The company now operates in 16 cities, proving the model’s scalability and effectiveness in diverse markets. With a recent $1 million pre-seed round, The Hummingbirds is poised for further growth.
Nurturing Company Culture and Looking Ahead
Steele attributes much of her success to the strong partnership with her co-founder, Sharice Flynn, whom she describes as essential to scaling the business and a key component of how to get your first $1M in ARR. Their complementary skills have created what many call a “dream team.” Steele emphasized the importance of company culture, stating, “Our number one goal is to have a hundred percent thriving team.”
Looking forward, Steele envisions The Hummingbirds continuing to drive local behavior and support local economies. She stated, “We want to build a team that’s really impactful and truly builds a product that makes a difference.” With a focus on fun and authenticity, Steele and her team are committed to making meaningful contributions to local communities through innovative marketing solutions.