Crushing the Small Business Crisis:
Identity and Attraction
Good Better Best had a genuinely powerful origin story, a distinctive service, and two founders who had done the tough personal work to earn their expertise. What they lacked was a business identity sharp enough to match their ambition — and the clarity to see how far it could go. We built that.
The Challenge
Angela Pacheco and Erin Karb founded Good Better Best after both were diagnosed with breast cancer in 2017 with no family history. Years of research into environmental toxins became the foundation for their Nashville service-based business to help families make safer product choices at home.
When we engaged, the business was about a year old and hadn't yet found the language to describe its specialty, a sequenced offer for different buyer types, or the platform and value propositions that could unlock growth.
Bootstrapped while each owner focused on other career goals, Good Better Best was operating as a part-time operation with big time aspirations. With a slim identity and virtually no search presence, the young door-to-door delivery service mismatched the founders’ ambitious hearts.
Our Approach
The founder story was already present, but the architecture around it was soft. We established Nashville's personal sustainability concierge as the organizing idea, then built three distinct, sequenced service tiers — each with its own entry point, conversion logic, and buyer type: “Discover. Consultation. Concierge.” What had been a catch-all delivery concept with a soft consulting upsell became an intentional client journey with clear steps, concise website, and a brand narrative that didn’t previously connect.
A local SEO foundation, optimized Google Business Profile, social media strategy, store product descriptions, and earned media outreach — including television appearances on Nashville's CBS and ABC affiliates — completed a multi-track engagement built for compounding visibility.
Our Results
With an improved brand identity that finally matched their vision, Good Better Best opened first retail location in The Nations — one of Nashville's fastest-growing neighborhoods. A business that began as a door-to-door delivery concierge now has a permanent address. Our work didn't just clarify the offer. It modeled what the founders thought was possible.
Within three months, GBB was ranking at or near the top of local search results across several target keywords. The Google Business Profile carries a perfect 5-star rating across 16 reviews, and counting. Today the store is experiencing consistent month-over-month growth with new clients, new partnerships and new online store vendors approaching them daily. We're both happy and grateful for this collab in success.
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