How a Career Change Became a Multi-Million Dollar Brand – Llance Kezner

Introduction

In this episode of Think Business with Tyler, we dive into an inspiring journey of entrepreneurship and resilience with Llance Kezner, co-founder of Millie’s Sipping Broth. What started as a creative solution to a simple problem turned into a multi-million-dollar brand, now available in nearly 3,000 retail locations, including Walmart and Sam’s Club.

Llance shares how a career setback in 2009 led him and his wife to take control of their future, creating a completely new product category in the food industry. We discuss their Kickstarter experience, breaking into big retail, and the financial strategies that helped them scale successfully. Whether you’re an entrepreneur, business owner, or just love a great business success story, this episode is packed with valuable insights on perseverance, strategic thinking, and financial planning.

About Llance Kezner

Before launching Millie’s Sipping Broth, Llance Kezner had a varied career, including a degree in political science from the University of Washington and a role as an executive in the software industry. However, after a layoff in 2009, he and his wife decided to take control of their destiny.

With no prior experience in the food industry, they developed a unique product—broth in tea bags. Llance was also an adventure tour guide, which fostered his love for outdoor activities like skiing and biking. His adventurous spirit has played a role in his approach to business, embracing risk, innovation, and resilience.

Key Takeaways

• Entrepreneurship often starts with necessity – Llance and his wife turned a layoff into an opportunity to start a business.
• Testing a Minimum Viable Product (MVP) is key – They initially created their product using Lipton tea bags, testing it in real-world scenarios before scaling.
• Scaling requires strategic partnerships – Their growth into Walmart and Sam’s Club was made possible through strategic funding and operational partnerships.
• Branding matters – They changed their name from Millie’s Savory Teas to Millie’s Sipping Broth after market confusion.
• Quality control and product differentiation – Their patented process and high-quality ingredients help them stand out in a crowded marketplace.

CFO Insights from the Episode

• Cash Flow Management: Scaling to 1,900 Walmart stores required cash reserves and production scalability—a great example of managing large cash outlays.
• Profitability & Pricing Strategies: Reducing retail costs by 75% over time through efficiency and scaling helped them stay competitive.
• Financial Decision-Making: They strategically partnered with an investor to secure capital without overextending ownership.
• Risk Management: By patenting parts of their process, they created a moat against competitors entering their space.
• Operational Efficiency: Llance allocates 30% of his time to marketing, 30% to operations, and 40% to new business development, ensuring a balanced focus on growth and execution.

Expert Business Coaching Insights

• Entrepreneurial Mindset: Llance views himself not as an entrepreneur, but as a problem solver, which keeps him focused on solutions rather than roadblocks.
• Scaling & Strategic Decision-Making: He emphasizes building a strong direct-to-consumer base before approaching retail chains.
• Overcoming Challenges: Instead of quitting when a large competitor copied their product, they pivoted their branding and outperformed them on quality.

Fun Facts

• Llance and his wife started their business in their kitchen, using stapled Lipton tea bags to test their concept.
• Weight Watchers discovered them because their product is a zero-point snack.
• Walmart selected them from 7,000 applications for their Open Call program and gave them a deal on the spot.

Actionable Items

• Test your product early – Even if it’s not perfect, get feedback and refine based on real-world reactions.
• Find strategic partnerships – Scaling is easier when you have funding and operational support.
• Focus on branding – The right name and positioning can make or break consumer perception.

Maxims to Live By

• Solve a real problem – Businesses succeed when they fulfill a genuine need.
• Don’t quit your day job too soon – Income stability allows you to grow your business without financial panic.
• Listen to customer feedback – It will guide pivots and improvements in your product.
• Build a moat – A unique product, patent, or process can protect you from competition.
• Be ready for scale – A big opportunity (like Walmart) requires financial and operational readiness.
• Quality over shortcuts – Don’t compromise; long-term trust matters.
• Partnerships can accelerate growth – The right investors or collaborators can help you scale smartly.
• Resilience is key – Don’t give up at the first sign of difficulty.
• Branding matters – Names and perceptions shape how customers view your product.
• Cash flow is king – Managing your finances determines long-term survival.
• Stay lean at the start – Validate demand before overinvesting.
• Pivot when necessary – Adapt based on market feedback and competitive pressures.
• Think long-term – Short-term wins are great, but sustainable growth matters more.
• Differentiate yourself – Unique positioning makes marketing easier.
• Execution beats ideas – Doing the work is what makes the difference.

Episode Highlights

• How Llance and his wife turned a layoff into a business opportunity.
• The unique twist that made their product stand out in the beverage industry.
• Kickstarter: How crowdfunding helped them gain exposure and funding.
• How Walmart chose them from 7,000 brands and what it meant for growth.
• The future of Millie’s Sipping Broth and expanding into airlines, hospitals, and corporate offices.

Memorable Quotes

• “We wanted to take control of our destiny, not be at the mercy of an employer.” – Llance Kezner
• “If you’re not ready for competition, don’t launch on Kickstarter.” – Llance Kezner
• “The best way to validate your product is to get it in front of people as fast as possible.” – Llance Kezner
• “Raising money doesn’t solve problems—it just creates more expectations.” – Llance Kezner

Tools, Books & Resources Mentioned

• Kickstarter – Used to validate demand and raise early funding.
• Weight Watchers – Helped them reach an audience focused on wellness.
• Retail Strategies – Insights into Walmart and Sam’s Club expansion.

Call to Action

💡 Connect with Tyler Martin – LinkedIn
🎧 Subscribe & Review – Leave a review on Apple Podcasts or Spotify
🎁 Exclusive Discount – Use code THINKTYLER at sippingbroth.com for 20% off.

Final Thoughts

Llance Kezner’s journey from corporate executive to food industry disruptor is an inspiring reminder that entrepreneurship is about resilience, adaptability, and execution. If you’re an entrepreneur, this episode offers real-world strategies you can apply today.

🔗 Learn more at sippingbroth.com & connect with Llance on LinkedIn.