The Genesis of Positivity Alkaline Water
In the heart of Atlanta a need for a health-focused product sparked an innovative idea. Black women, deeply invested in their health and with some battling illnesses, expressed a desire for a specific type of water: alkaline water. However, their access to it was limited, often involving cumbersome trips to nutrition stores for refillable five-gallon jugs. Identifying this gap in the market, the founder of Positivity Alkaline Water, Atlanta business attorney David M. Walker, Esq., seized the opportunity. The brand name 'Positivity' was born from the resilience and optimism of these women. “All I could think about was the characteristics of those women, which are nothing but positive” says Walker. Ensuring visibility and consumer education, he made Positivity Alkaline Water and displayed the pH level prominently on the label, simplifying the shopping experience for these health-conscious consumers.
Navigating the Walmart Landscape
Entering the Walmart chain as a supplier was a journey marked by learning and adaptation. Recognizing the enormity and compartmentalization of Walmart's structure, Mr. Walker embarked on a journey to thoroughly understand the retail giant. From reading Sam Walton’s book Made in America to familiarizing himself with the Walmart headquarter city Bentonville’s culture, Mr. Walker grasped the essence of the behemoth that is Walmart Inc. This deep dive paid off, allowing Positivity Alkaline Water to align its growth with Walmart's expansive reach, turning challenges into a story of steady, positive growth, plus a coveted spot on Walmart’s shelves.
Discovering Bridge: A Catalyst for Growth
The introduction to Bridge, a business loan platform, came at a pivotal moment. Attending a Walmart Supplier Finance meeting, Mr. Walker learned of Bridge’s innovative approach to financing, offering a streamlined, online portal where multiple diverse lenders review a single loan request. In need of marketing funds to help fuel sales of his brand, this approach not only saved Mr. Walker time, but also aligned with the strategic need for financing as a Walmart supplier. Bridge and Walmart have a partnership that allows Walmart suppliers to meet lenders well-versed in the needs of Walmart suppliers. In addition, suppliers can share Walmart annual spend data and upload Walmart orders directly in the Bridge platform to aid a lender’s decision.
Experiencing Bridge's Impact
The journey with Bridge was transformative for Mr. Walker’s venture. Working closely with his CFO, Mr. Walker utilized Bridge's user-friendly platform to efficiently present the business’s financials to various lenders. The process was not just about securing a loan; it was about building relationships. Mr. Walker connected with multiple potential partners on the platform and moved forward and received funding from ACE Loans, a community development loan fund. Ironically, the best fit financial partner happened to be right in Positivity Alkaline Water’s backyard of Atlanta, but it took the Bridge platform to bring them together.
Another benefit of the Bridge platform for Positivity Alkaline Water was the ability to meet lenders based on mutual interest. Says Mr. Walker “I think that that cut out a lot of waste in the process. Lenders that were looking for bigger loans could easily say, 'Okay, this isn’t a fit for us.' But interested banks can say, 'Hey, this is exactly who we want to lend to.' And I think that made the whole process much more efficient.”
Mr. Walker also noted when you’re in business with Walmart, that’s very attractive to bankers. Using a platform like Bridge with a wide variety of lenders allows you to compare rates and fees, ensuring you can get the best deal for your business.
Advice for Fellow Entrepreneurs
For business owners navigating the complex world of financing, perseverance is key, says Mr. Walker. He emphasizes the importance of finding the right audience and having realistic loan expectations. Their advice is to start small, perhaps by refinancing existing debts, and gradually build a relationship with lenders. “You have to start with a reasonable ask based upon what you can reasonably pay” Mr. Walker advises.
Future Prospects with Walmart Funding
The loan obtained through Bridge was a game-changer. It enabled an upscale marketing campaign for Positivity Alkaline Water's launch in 40 Atlanta-area Walmart stores. This funding allowed for a sophisticated, localized approach to marketing, SEO, and promotions – a stark contrast to their initial grassroots campaign. With Walmart as the cornerstone of their repayment plan, the future looks bright for Positivity Alkaline Water.
Conclusion
The story of Positivity Alkaline Water is one of identifying a need, embracing challenges, and leveraging opportunities for growth. The collaboration with Walmart and the strategic use of Bridge’s platform exemplify innovative entrepreneurship. This journey from concept to Walmart shelves is not just a business success story; it's a testament to the power of positive thinking and strategic partnerships.
