227 - Gastona, la carta igienica che salverà il mondo (DAILY)

Summary

In this engaging conversation, the host welcomes Pietro, the founder of Gastone, an entertainment company that focuses on selling eco-friendly products. Pietro shares the journey of his brand, which started with a wide range of grocery items and pivoted to bamboo-based hygiene paper after facing legal issues with the original name. He discusses the challenges of starting an e-commerce business, the importance of sustainable products, and the unique marketing strategies he employs, including a subscription model and a personal, relatable brand image. The conversation highlights the brand's commitment to environmental responsibility and its innovative approach to consumer goods.

Takeaways

• 🎤 The conversation features an Italian entrepreneur discussing the origins and development of his company, Gastone, which specializes in eco-friendly bamboo toilet paper.
• 🌿 The company's focus is on sustainability, aiming to reduce the environmental impact of traditional toilet paper production, which contributes to deforestation.
• 🚀 Gastone started as an e-commerce platform offering a variety of products but pivoted to focus solely on bamboo toilet paper to streamline operations and reduce complexity.
• 🌍 The entrepreneur emphasizes the importance of European production and finding a partner who shares the same commitment to sustainability and environmental standards.
• 🛒 The product is marketed through a subscription model, offering convenience to customers and reducing the need for excessive packaging and shipping.
• 📦 Gastone's packaging is designed to be minimal and eco-friendly, with a focus on using materials that would otherwise be waste.
• 💡 The company is considering expanding its product line to include other sustainable household items, such as kitchen paper towels and facial tissues.
• 📈 Marketing strategies include social media, word-of-mouth referrals, and a podcast with a QR code on the product packaging to engage customers directly.
• 🤝 The entrepreneur values a personal and transparent approach to branding, positioning Gastone as a friendly and approachable brand that customers can easily connect with.
• 🌱 The company's long-term vision is to promote sustainability in a light-hearted manner, encouraging customers to make environmentally friendly choices without feeling burdened by the responsibility.
• 🔄 Gastone is open to evolving its product offerings based on new technologies and materials that can provide even more sustainable alternatives.

Q & A

What was the initial challenge the guest faced when trying to understand the origin of their last name?

The guest was trying to find out the original branch of their last name and discovered strong nuclei rooted in the Bellunese and Venice areas, but they couldn't determine the exact origin.

What does 'gastona' refer to in the context of the conversation?

'Gastona' refers to an entertainment company that focuses on selling healthy products that are environmentally friendly and do not harm the planet or people.

How did the guest describe their journey from traditional commerce to digital marketing?

The guest came from a family of traditional merchants with no understanding of digital marketing. They started their own e-commerce to understand the digital space better and to find a product or service that could encourage even the most reluctant consumers to shop online.

What was the original name of the brand, and why was it changed?

The original name of the brand was 'Gastone,' but it was changed because another company, Lago Spa, had a product line called 'Lago Gastone.' The guest had to modify the brand name and marketing materials due to this conflict.

What led to the pivot from a broad e-commerce platform to focusing on bamboo hygiene paper?

The guest realized the need to find a product with a significant environmental impact and chose bamboo hygiene paper after extensive research and consideration of the market and sustainability factors.

How does the guest describe the production process of their bamboo hygiene paper?

The production process is carbon neutral, thanks to a paper mill in Spain that uses a solar park and biomass transformation plants. It avoids the use of formaldehyde, ammonia, and sodium sulfites, and the water used in production is filtered and released without any waste.

What is the unique selling proposition of Gastone's bamboo hygiene paper?

Gastone's bamboo hygiene paper is environmentally friendly, made from bamboo instead of trees, and produced with a carbon-neutral process. It is also free from harmful chemicals typically used in paper production.

How does Gastone position itself in the market against larger, established competitors?

Gastone positions itself as a unique and sustainable alternative to traditional hygiene paper brands. It focuses on transparency, humor, and a human touch in its branding and communication, aiming to stand out from the competition.

What is the subscription model that Gastone offers to its customers?

Gastone offers a subscription box containing 24 rolls of bamboo hygiene paper, which customers can receive when needed, providing convenience and reducing the environmental impact of packaging waste.

What are Gastone's future plans in terms of product expansion?

Gastone plans to expand its product line with kitchen paper and facial tissues, maintaining the focus on sustainability and environmental impact reduction.

How does Gastone utilize social media and digital marketing to attract customers?

Gastone leverages social media platforms like Facebook and Instagram for targeted advertising and word-of-mouth marketing. It also employs referral marketing to reward loyal customers for bringing in new subscribers.