シャドーイング練習: Crumbl: How We Built A Cookie Company That Brings In $1 Billion A Year - YouTubeで英語スピーキングを学ぶ
C1
What do you think about when you think of hype?
189 文
文が短すぎたり長すぎる場合は、Editをタップして調整してください。
1
What do you think about when you think of hype?
2
Well, what about cookies?
3
I never imagined in my wildest dreams that we would do over a billion dollars in sales.
4
We just thought it was a fun side hustle.
5
With over 980 stores across the U.S and nine international locations,
6
Crumble has quite literally taken over the world.
7
As I get older and as I build this company,
8
I realize more and more everything that we do is really just something that anyone can do.
9
Founded in 2017 by Jason McGowan and Sawyer Hemsley,
10
the brand has figured out its secret formula.
11
Yes, its chocolate chip recipe,
12
but also its recipe for creating buzz.
13
From its weekly rotating menu to its iconic pink box,
14
Crumble has mastered the art of leaving its customers wanting more.
15
In the fashion industry, they really came up with this idea of these drops.
16
And it's an idea that we use in our business,
17
and it does, it creates that hype, it creates that excitement.
18
And it also creates some scarcity because you can only have that cookie for that week.
19
There are three numbers to watch out for in Crumble's story.
20
68,000, the amount that Jason personally invested into starting Crumble.
21
300 million, the amount of cookies Crumble says it sold in 2022.
22
And 1 billion, the amount Crumble brought in in 2022.
23
This is Founder Effect.
24
My name is Jason McGowan.
25
I'm the co-founder and CEO of a cookie company called Crumble.
26
I'm actually originally from Canada.
27
I came here to the United States.
28
I slept on my friend's floor.
29
I just came with an entrepreneurial dream and wanting to build a better life for myself here in America.
30
Prior to starting Crumble, Jason worked in technology at companies like Ancestry.
31
Before Crumble, I was all about technology.
32
I loved building things that were digital.
33
I made that decision to kind of leave the tech world and go into cookies.
34
Really after the first store opened and we started seeing a lot of success.
35
I remember watching as families came in to try these cookies and I thought,
36
my whole career I've been trying to bring people together.
37
Is it possible that the solution is actually not a digital technology,
38
but is it cookies?
39
This is Sawyer Hemsley, co-founder and chief brand officer of Crumble.
40
Sawyer is my wife's cousin.
41
Originally, we didn't know each other that well,
42
but I did business with him before,
43
and I invested into one of his companies,
44
and it didn't work out.
45
Ultimately, he had such good character,
46
I thought, if I ever get the chance to work with this guy,
47
I need to do that.
48
My role here at Crumble Cookies,
49
I have the pleasure of maintaining and developing the cookies every week.
50
And I also am in charge of all the visual,
51
creative branding needs for the concept and company.
52
The four ounces, I think,
53
is the way to go.
54
In 2017, Jason and Sawyer teamed up and came up with the idea of starting a cookie company.
55
With no experience in baking,
56
they started experimenting with hundreds of recipes.
57
I had a full-time job.
58
Sawyer was going to school,
59
so we would kind of get together late at night
60
and whatever time we could to just keep making these cookies and then taste testing them.
61
We would change out one thing,
62
like the milk chocolate chips versus semi-sweet.
63
Which one would be better?
64
And we had no shame.
65
We'd go to gas stations and friends and family,
66
and we'd present two cookies,
67
and we'd say, which one tastes better?
68
It's really good.
69
And every single family member that we had at the time said,
70
you guys are crazy.
71
I think it was about four or five months that it took us to really make one cookie.
72
We did everything backwards that you should do in a business.
73
We thought, let's do a business together.
74
And then we came up with a product.
75
Then we bought the equipment.
76
And then we started making the products.
77
That same year, Jason and Sawyer stumbled across a building in Logan, Utah.
78
This building became the first ever Crumble location.
79
We realized that it was set to be demolished in six months.
80
It was kind of almost an entry because we're like,
81
we have no idea if this business is gonna work.
82
This could be really fun.
83
Maybe this will be the perfect solution for us.
84
And we negotiated it down to around $800 a month.
85
I was like, okay, let's go for it.
86
And so after we negotiated,
87
that's how we got the building.
88
Early on in Crumble, we decided to self-fund it.
89
I invested 68,000 into the business as seed capital to get us started
90
and going everything else from that has been self-funded from the success of the business.
91
Within Crumble's first two years in business,
92
Sawyer and Jason were able to open more than 15 locations.
93
Eventually, we opened up our first franchise location,
94
and this was store number three.
95
As we opened that location,
96
we had a ton of cookies on the menu.
97
The doors were just flooded with people,
98
and lines were just wrapped around the corner.
99
We were desperately trying to keep up with all the flavors,
100
and it was really, really hard.
101
And so customers were getting frustrated,
102
like, I drove all this way I can't get this flavor
103
we sat down we said you know out of every hard
104
time in life there's always an opportunity to think about how
105
can we do this better we came up with the idea what
106
if we just rotate the flavors let's just drop them right
107
on a Sunday where people can't get them they'll be super excited to be talking about what flavors they want
108
and it allows us to continue to build and grow
109
and that's how the rotating menu was born and that just changed everything in our business.
110
Today, Crumble works with over 500 franchise partners worldwide.
111
The franchising was really born out of a need to give a family member one of our locations.
112
And then as friends and family stores started opening,
113
we started seeing more and more success.
114
That's when we realized, oh,
115
wow, this could not be just a Utah thing or a family thing.
116
This could be a really big business.
117
And at that moment, we said we're going to go all in.
118
In October of 2018, Crumble came out with its own in-house app,
119
which helps streamline the customer experience.
120
When you're done eating the cookies,
121
you can rate how the cookies were.
122
Or even before you're done eating the cookies,
123
you can take a picture and send them to us.
124
And so that lets us see across the nation how's the quality in every single store.
125
We can measure that quality,
126
see changes or iterations that we need to do to fix the quality.
127
I think another huge reason for our success is listening to the customer in most businesses
128
when you go into an R&D kitchen you come up with
129
some ideas maybe you have people taste them a little bit
130
and then you launch your product what we do is we
131
actually put them into 50 test store locations throughout the nation
132
and they all taste them and they give us feedback and
133
that feedback gets circulated back to our R&D team
134
and they perfect the product even more and then we launch the product nationwide
135
so really a huge part of our success is leveraging our audience talking to our customers listening to them
136
when they suggest ideas on social media we actually listen.
137
Crumble has also gained major traction online with over 16 million followers across its social media platforms.
138
Shortly after the company launched its rotating menu,
139
the hashtag CrumbleReview went viral on TikTok.
140
Alright, we're at Crumble trying the tres leches.
141
Just the right amount of pumpkin.
142
Just the right amount of frosting.
143
We were heavy in social media right from the beginning.
144
Watching TikTok and all these videos and really leaning into it
145
and highlighting those people that were tasting our cookies and sharing their reviews.
146
And as we did that, it just exploded.
147
With Jason's tech background and Sawyer's marketing prowess,
148
the Cousins grew Crumble from a hometown bakery into a real-world unicorn company that brings in over $1 billion a year.
149
When you start growing a business,
150
there's all kinds of different degrees when you go to different stages of the company.
151
The very beginning, it's me and Sawyer running around,
152
doing the deliveries, answering customer service trying to come up with the next great cookie
153
but as you get bigger
154
and bigger it's a different kind of business is how you
155
can service your franchise partners we got to align all of us
156
so now you have not a few entrepreneurs you have a thousand entrepreneurs
157
so there's tons of ideas and different ways you can move the business
158
and of course as you get bigger and bigger and more
159
and more successful there's all kinds of critics start coming out
160
and our solution is to focus on the positive what customers love our products
161
and how can we surprise and delight and satisfy those customers.
162
Being a CEO or an owner of a business is always hard on mental health
163
because you know at the end of the day you're the last one.
164
You're the one that has to make the decisions if something's not working the buck stops ultimately at the top.
165
So although I'm at work and spending a lot of time and making sure I'm building this business,
166
how I keep grounded is spending time with my family.
167
That's important and even more important than the business.
168
You know I never would have imagined that that Crumble would be a unicorn company.
169
In 2022, we had our first year of billion-dollar yearly system-wide sales,
170
and we have to pinch ourselves.
171
You know, as you scale fast,
172
you're gonna have a lot of successes,
173
and you're gonna have some learnings too.
174
For us, we feel like we've hit that point where we've succeeded in the United States,
175
and we'll scale back our growth,
176
and it will start expanding internationally.
177
So as we go to Canada and to the UK,
178
that's where a lot of our growth will come, is international.
179
Crumble also plans to expand its dessert offerings in the future.
180
In January of 2024, it launched its first non-cookie item called the Cinnamon Square.
181
You know, one of the biggest lessons that I've learned from starting Crumble is just to get started.
182
Whether you don't have a mixer yet or you don't have a recipe for a cookie,
183
you just get started.
184
You start doing things, you start moving.
185
I think action in the early stage is what's really,
186
really important to success, just to move.
187
I hope that people look back at Crumble and say,
188
this is a company that allowed us to create meaningful moments with those who matter most.
189
Thank you.
アプリをダウンロード
話したすべての文をAIが採点
TRENDING
人気動画
文脈と背景
この動画では、クッキー会社のCrumblの共同創設者でありCEOのジェイソン・マクガワンが、会社の成功の背後にあるストーリーを語っています。彼はカナダ出身で、アメリカでの新しいライフスタイルを求めて起業家精神を持って移住しました。Crumblは、2017年に設立され、現在980店舗以上を展開し、全米で、そして国際的にも多くの成功を収めています。ジェイソンは技術業界から転職し、クッキーを通じて人々を結びつけることができるのではないかと考えるようになりました。
日常コミュニケーションのためのトップ5フレーズ
- What do you think about when you think of hype? (ハイプについて考えるとき、何を思いますか？)
- We just thought it was a fun side hustle. (私たちはこれが楽しい副業だと思っていました。)
- It creates that hype, it creates that excitement. (それはハイプを生み出し、興奮を生み出します。)
- I came here to the United States. (私はアメリカに来ました。)
- Is it possible that the solution is actually not a digital technology, but is it cookies? (解決策が実際にはデジタル技術ではなく、クッキーである可能性はありますか？)
段階的シャドーイングガイド
この動画を使った英語シャドーイングは、英語スピーキング練習に非常に効果的です。以下のステップに従って、シャドースピーチを行いましょう。
- 動画を視聴する: 初めに全体を通して動画を視聴し、内容を理解します。
- フレーズをピックアップする: 上記のトップ5フレーズを重点的に聴き取り、その意味を把握します。
- リピート練習: ジェイソンの発言に合わせて声に出して繰り返します。この時、発音や抑揚にも注意を払いましょう。
- タイミングを合わせる: 自分の声を録音し、動画の音声と合わせてみます。これにより、自分のスピードやリズムを改善できます。
- 復習: 数日後に再度動画を観て、フレーズのリズムや発音を復習します。
このプロセスを定期的に繰り返すことで、自然な英語スピーキング能力を向上させることができます。シャドースピーチ技術をマスターすることで、リスニング力も同時に鍛えられます。
シャドーイングとは？英語上達に効果的な理由
シャドーイング（Shadowing）は、もともとプロの通訳者養成プログラムで開発された言語学習法で、多言語習得者として知られるDr. Alexander Arguelles によって広く普及されました。方法はシンプルですが非常に効果的：ネイティブスピーカーの英語を聞きながら、1〜2秒の遅延で声に出してすぐに繰り返す——まるで「影（shadow）」のように話者を追いかけます。文法ドリルや受動的なリスニングと異なり、シャドーイングは脳と口の筋肉が同時にリアルタイムで英語を処理・再現することを強制します。研究により、発音精度、抑揚、リズム、連音、リスニング力、そして会話の流暢さが大幅に向上することが確認されています。IELTSスピーキング対策や自然な英語コミュニケーションを目指す方に特におすすめです。