Ep 18. Zoe's Chocolate Co

In The Profit season 4 episode 18, the focus is on Zoe's Chocolate Co., a family business that has been operating for almost 10 years. The company is run by Zoe and her husband, Markus, who had no prior experience in the chocolate industry before starting the business. Despite their lack of experience, Zoe's Chocolate Co. has gained some success, securing contracts with luxury hotels and resorts.

However, the success of the business is limited, as the owners are struggling to scale their business beyond their local area. When Marcus was diagnosed with cancer, the couple realized that they needed to take their business to the next level and secure their future. They reached out to Marcus Lemonis, and Zoe's Chocolate Co. became the focus of this episode.

The episode begins with Marcus visiting the company headquarters, which is located in Waynesboro, Pennsylvania. Upon arrival, he is greeted by Zoe and Markus, who show him around their factory. Marcus is initially impressed with the unique and high-quality chocolate products that Zoe's Chocolate Co. produces, but he quickly realizes that the business is not as profitable as it could be.

One of the first issues that Marcus identifies is that the company's branding and packaging are inconsistent and do not accurately reflect the high-quality products they offer. Marcus provides the team with some advice on how to improve their branding and packaging, emphasizing the importance of consistency and a clear message.

Marcus also notices that Zoe and Markus are not aware of their costs and margins and are not tracking them correctly. As a result, Marcus helps Zoe's Chocolate Co. develop a new cost-tracking system to improve their profitability.

Another issue that Marcus identifies is that the company is not utilizing e-commerce as a sales channel. Zoe and Markus have been relying solely on their relationships with luxury hotels and resorts to sell their products. However, Marcus believes that they are missing out on a huge potential market by not selling their products online. Marcus helps Zoe and Markus develop a strategy for e-commerce and offers some advice on how to market their products online.

As the episode progresses, tensions between Marcus and the team increase when Marcus becomes frustrated with their reluctance to implement changes. However, Zoe and Markus eventually come around and give Marcus the green light to move forward with his proposed changes.

The episode concludes with Marcus presenting the new branding and e-commerce strategy to the team. The team is excited about the potential for growth and profits that these changes could bring, and Zoe and Markus express their gratitude to Marcus for his help. The episode ends with Marcus saying his goodbyes, and Zoe and Markus left to implement the changes suggested by Marcus.

Overall, The Profit season 4 episode 18 is a thrilling and educational episode that showcases the challenges and potential for growth in a small business. Zoe's Chocolate Co. provides a perfect example of a business that has potential but needs guidance to make it to the next level. Marcus Lemonis serves as an excellent example of a mentor who is willing to provide his expertise and guidance to help the company realize its potential. The episode is a must-watch for any entrepreneur looking to grow their business and develop their own entrepreneurial skills.