New Perspectives
November 2009
“My goal is not for MonaVie to be the best company in the world…”
“My goal is not for MonaVie to be the best company in the world, but to be the best company for the world.”
Cynics could be forgiven for thinking that Dallin A. Larsen, the founder of a direct selling company just likes to think big. But Dallin runs no ordinary direct selling company.
Thanks to the tiny acai berry that grows in the Brazilian rainforest, MonaVie has grown into a billion dollar business and, in just under five years, the business has more than one million Distributors selling the antioxidant-rich acai juice across the world. Europe is now in the company’s sights but, in spite of the company’s phenomenal success, nothing is being taken for granted.
Entrepreneur Dallin A. Larsen gets immense satisfaction, and rightfully so, from the inclusion of MonaVie on the prestigious annual list of America’s fastest growing private companies – the Inc 500.
In less than five years, MonaVie has grown into a company that in the United States is ranked number one in food and beverage, number 31 in the top 100 companies by revenue and no 14 in the 100 Inc. list for companies by gross dollars of growth.
Impressive results, but Dallin is clearly not a man to simply sit back and rejoice in the glory.
Just days after the list was published, his focus was on expanding markets with Europe clearly the next target.
“We need to take MonaVie to various countries in a very methodical way to build long term associations. It is all about relationships.
“I have seen a lot of American companies take their products to different markets around the world. They have tried to say that ‘we are going to do it this way, and we know what we are doing’. Pride always comes before a fall.
“Don’t pretend to be an expert. My approach is to listen to the Distributors in Europe and make sure that what we are doing suits their ways. I am not going to say how it should be done. We may need to do it differently in the United Kingdom, different in Germany and different in Poland.”
It is likely that this clarity is what has enabled MonaVie to continue to grow at such a phenomenal rate.
Dallin said: “We have built a very solid business, and in our international expansion it is important that we build more relationships. We need to get the right people on the bus. “We need to be culturally sensitive to different groups of people and their country. “We are going there with no arrogance.”
Much of MonaVie’s success has been attributed to its approach to its Distributors – more than a million worldwide at the last count. Dallin said, “I have always believed in having a smaller piece of a bigger cake and by helping people who helped us climb the mountain. I don’t know of another company anywhere in the world generating the type of revenue that we have generated over the last four years.”
He recognises the value of keeping in touch with the needs and expectations of Distributors. “The number of people who have said to me, ‘Dallin, I have worked very hard at my current company but they change the compensation plan and this changes my income.’ One of the challenges is for Distributors to feel and trust the company. “Every Friday millions of dollars are paid. These payments have always cleared the banks. It gives me the shivers to think about how many companies don’t pay commissions or ship their products.”
The businessman’s early career as a Distributor has helped him to create a direct selling business that appeals to people at all levels. “There are those who want to make a thousand dollars a week, while others will simply want to make that a year or less. It is up to them.”
But for Dallin it is not about simply making money. He reflected, “I don’t know if I am a self made man, but I am a small town person. I grew up in the potato fields of Idaho, my parents have been married for 58 years and they raised ten children. “I would get up and work in the potato fields, and I really wasn’t a smart kid. My teachers told me I would not graduate, but I was bored at school. I was an entrepreneur, my dad was an entrepreneur and my parents taught me to work. My parents taught me the importance of roots and wings, not loot and things. I tell people that money is elusive.” He added, “If someone has a dream, they can do it with MonaVie.
“Building it with MonaVie is going to take work, hard work. It is not as simple as sitting back and waiting for it to happen.
If success was easy, everyone would be a Richard Branson.
Inspiration has come from different sources including Malcolm Gladwell, author of the self help book: ‘Outliers:The Story of Success.’ Dallin said, “He says that everyone has to put in their 10,000 hours, getting experience on their job.
I have put in my hours, and I have worked extremely hard.
There is no easy way. Work and persistence and never giving up are crucial.
“I meet people who are 50 or 60 years old who have jumped from company to company. Every time they lose a bit, then another bit of their credibility. Be wise. Loyalty pays.”
The success of MonaVie has come at a personal price to Dallin and he admits his golf has suffered while he spends more time in the boardroom than on the fairway. On the plus side, there is no risk of Dallin growing bored. Days before the interview he had thrown the first ball at the Boston Red Sox game, one of the USA’s leading baseball teams.
In a few days time there is a meeting planned with singer and activist Bono. On the agenda will be MonaVie’s MORE Project which is helping to support over 1,500 children and adults in the slums of Brazil. The acai berry is harvested in Brazil, and Dallin said, “It is important that we give back.”
This charitable side includes regular donations including more than $1.1 million raised at a recent meeting for Distributors in what Dallin acknowledges is a reflection of their ‘continued generosity.’
But for this direct seller there is no down time and he admits in the last few years it is not only his golf handicap that has suffered. “I don’t have five minutes to reflect on what has been achieved. This is serious work, and I am enjoying myself but just don’t have the time for reflection.
“Life is a journey. There are days when we feel down but you need to go on. I have just turned 50 years, and I know the importance of spending my time with people who are finishers. There are few people who finish.”
Dallin seems unclear exactly where his finishing line may be. He and his wife have raised eight children and only recently his 18-year-old daughter accompanied him on a trip to Brazil. It is a journey other Distributors make to see first hand how their efforts are affecting other lives. And, as the proud father said, how a simple berry and a successful product is more than just a licence to make money. Dallin may not have immediate plans to spend more time on the golf course, but he still has dreams. “It is after all,” he said. “About making a difference and changing the thinking of future generations.” Perhaps we
should all drink to that.
MonaVie’s expansion into Europe is being spearheaded by John Doughty. The newly-appointed Regional Managing Director for Europe has built up more than 20 years senior corporate experience in the direct selling industry.
Company founder Dallin A. Larsen believes John’s credentials will be influential in overcoming the challenges and ensuring the expansion programme enhances MonaVie’s growing reputation.
John said, “Europe is one of the most exciting and complex markets in the world with the numerous countries, languages, cultures and variety of regulations. No one individual can be an expert on every aspect of Europe; it will take several years of hard work by a team of corporate professionals to establish MonaVie throughout Europe.”
John, a native of the United Kingdom, recognises the enormous task he has taken on, but is excited by the challenge.
“When I was first approached about taking on the responsibilities of Managing Director I found it refreshing to talk with Dallin and to hear how he wanted to do things right, legally, honestly and ethically, at the same time respecting different countries cultures,” said John.
He continued, “Dallin’s passion about the industry and helping Distributors succeed is infectious; it’s not just about the money but making a difference in individual’s lives.”
MonaVie are looking at ways of working with the local authorities and building good long term business relationships in each country that will enable Distributors to enjoy a stable long term business opportunity.
John said, “I feel privileged to be a part of the MonaVie team and look forward to developing the company throughout the whole of Europe over the next few years.
I know it is not going to be easy, but it is going to be exciting and rewarding. I love this industry and the way it can help change people’s lives for the better.”
MonaVie will be officially launching into its first European country in Spring 2010.
www.monavie.com
