The Secret Sauce for Building a Luxury Brand

Nick Guillen and Nick Ajluni, founders of TRUFF hot sauce, share how they built their business from an Instagram handle.
VIP Contributor
Entrepreneur, CEO and Founder, Sports 1 Marketing
1 min read
Opinions expressed by Entrepreneur contributors are their own.

Nick Guillen and Nick Ajluni, founders of TRUFF hot sauce, and The Playbook host David Meltzer sit down to chat about:

  • How the pair bonded while competing in business competitions in college and the lessons that they learned through their experiences [1:27].
  • How securing the Instagram handle @sauce and building out that profile led to the creation of their business [9:37].
  • Why they spent a year and a half testing over 300 recipe renditions to find the right mix for their sauce [13:08].
  • Why they try to view their company as a new version, to be improved each and every year [20:15].

Related: Let Your Doubters Drive You to Success

More from Entrepreneur

Get heaping discounts to books you love delivered straight to your inbox. We’ll feature a different book each week and share exclusive deals you won’t find anywhere else.
Jumpstart Your Business. Entrepreneur Insider is your all-access pass to the skills, experts, and network you need to get your business off the ground—or take it to the next level.
Create your business plan in half the time with twice the impact using Entrepreneur's BIZ PLANNING PLUS powered by LivePlan. Try risk free for 60 days.

Latest on Entrepreneur

Entrepreneur Media, Inc. values your privacy. In order to understand how people use our site generally, and to create more valuable experiences for you, we may collect data about your use of this site (both directly and through our partners). By continuing to use this site, you are agreeing to the use of that data. For more information on our data policies, please visit our Privacy Policy.