The main characteristic is its small-scale. The brand might be known only at limited geographic locations or it might be selling niche products that a limited number of consumers are using.
Imagine selling delicacy cheese 🧀 from a small Swiss canton or producing custom rows of keys 🎹 for 19th century pianos…
Whatever your product or service is, you will find your consumers with the help of internet and hyper targeted marketing 📈. This gives the microbrands a bigger impact than one might think.
This is the place where companies like Smart Brands Laboratoryjump in. With their know-how in the field, they have created a micro niche brand development model that scales them through a series of growth methodologies in branding, multichannel sales, sourcing, and digital marketing efforts.
In the light of ‘attack of the micro brands’ we talked with Tomas Unikauskis, the CEO at Smart Brands Laboratory.
The Interview with Tomas
Alien just landed on the Earth and your task is to explain to this totally clueless creature “What Smart Brands Laboratory does?” Go!
Smart Brands Laboratory is in the business of understanding people’s behavior. We’ve developed a proprietary niche brand scoring algorithm that identifies products that people around the world need, how they get what they need, and what the most efficient ways are to meet that need. We now own and manage 5 niche brands in the home & kitchen, vegan, pet, and sports product categories.
The source of your company’s success is the micro niche brand development model that you have created. What source of scaling magic is this? How does it differ from anything else on the market?
The primary objective of niche branding is to deliver a highly relevant message along with a value proposition that resonate closely with a narrowly defined audience. Our goal isn’t to build large brands that speak to masses and deliver products that are great for everyone. We’re driven by an eagerness to identify a subset of people that have a few specific things in common and speak about what matters to them. That’s the main competitive advantage of our business model.
Smart Brands Laboratory works with niche brands that have huge undiscovered potential. How do you find these unique labels? Do you agree that if a brand is too niche, it may die from lack of audience?
Even if you have the best brand of trombone oil in the world, every month there are only 300 people around the world looking online for trombone oil. Our niche scoring model determines when a product developed for a certain audience is not a viable standalone business.
Looking at Smart Brands Laboratory’s DNA and that you help brands scale across multiple sales channels and geographies. What are the main markets you focus on?
Smart Brands Laboratory’s primary sales markets are the USA, Canada, Mexico, the EU, and we’re about to launch in Australia. We’re also laser-focused on choosing the right marketing mix in each market. For example, the demand for certain vegan products has been growing steadily in the US for the past few years, whereas it has only recently picked up in Germany.
The market is more and more tired of big corporations and instead turning their face towards microbrands. How do you see this microbrand explosion evolving?
The rise of direct-to-consumer brands started almost a decade ago. They utilized undervalued traffic strategies such as social media ads and influencer marketing. They spoke about a single problem and presented a clear-cut solution to that problem. DTC brands spoke in a way which resonated with their audiences and social media advertising algorithms facilitated delivering that message to these audiences efficiently.
Also, customer behavior appears to have shifted towards experimenting with new unheard brands more frequently. A nationally known brand used to be the main driver for customer confidence. Now DTC brands that utilize user generated content, influencer marketing, and online product reviews can deliver the same feeling of confidence and convince new customers to purchase their products.
In the light of these niche branding and newly found customer confidence factors, more brands will continue to enter the e-commerce space. However, one of the main challenges for these brands will be determining the right product-market fit and balancing customer acquisition costs with their lifetime value. I think microbrands have a better chance at striking the right balance due to substantially lower competition in these niches. This is what we’re after at Smart Brands Laboratory.
Even during these unprecedented times, Smart Brands Laboratory is actively hiring and looking for new members – currently to the Sales, Marketing and Product development teams. Who are you looking for? What is the mindset that unites your current employees?
Since inception we’ve been inviting people to join the team in hiring sprees whenever we hit a significant milestone. We’ve doubled our team a few times already and we’re currently preparing for our 3rd round of hires. We’re looking to grow our product development and sourcing team to launch even more brands next year. We also want to expand multiple traffic strategies such as SEO, SEM, paid media, affiliate, and influencer partnerships.
Regarding mindset – I’d say that it’s very important to be open and sincere with your peers when you’re working in a startup environment. The ride is bumpy, everyone has their ups and downs. It’s never easy. All these things are way more comfortable when people approach challenges with an open mind.
Here are some examples of out job openings that are active at the moment:
How do you find the talents to hire? Do you publish a job offer or what % of hired candidates has been sourced and headhunted?
I would say that a lot of people have come to us organically through word of mouth and conversations at local meetups. In addition, we post all open positions on MeetFrank and reshare them on LinkedIn. So far, we’ve hired over 50% of our staff through MeetFrank’s platform without using other headhunting services.
What are Smart Brands Laboratory plans one month from now? What does 2021 look like?
Analysts predict that 1 out of 3 gifts in the United States will be purchased online. We expect a wild fourth quarter this year! I’m sure 2021 will be another year of growth for the company. We’re looking to grow our niche brand portfolio and open new sales channels.
If you’re choosing your career path in software development, the main question is what programming language to specialise in? 💻 Usually Javascript takes the spotlight, but despite the trends, there isn’t a right or wrong programming language choice.
When setting up your profile at MeetFrank you will encounter a wide variety of programming languages. Just select your expertise and MeetFrank will connect you directly to companies that are looking for a talent like you! One click, no hassle needed.
Did you know that Scala is used by well-known companies such as Twitter, LinkedIn, Netflix and Airbnb? Read further to find out more!
What does the company Evolution do?
Evolution is a world-leading B2B provider of video-streamed Live Dealer gaming with over 400+ engineers located in Riga, Minsk, Tallinn and Amsterdam Engineering Hubs. The company is successfully using Scala as the main programming language for their back-end services.
They are actively recruiting Scala Engineers in Minsk, Riga and Tallinn – offering interesting projects and a modern technology stack, not only on the back-end but also on the front-end (using TypeScript, React, Redux, MobX, Babylon.js and WebGL). Check out their current vacancies:
Evolution has offices in 15 countries and Engineering Hubs in Latvia, the Netherlands, Estonia and Belarus.
How does Evolution implement Scala programming language in their daily work?
Juris, you went all out there and called Scala an elegant and powerful programming language. What made you fall in love and how did you implement Scala into your everyday work?
We have been successfully using Scala at Evolution since 2013. Initially we started using Scala in unit tests, but over time, we realised that the code we write in Scala has higher quality than our Java code.
It was also easier to maintain due to a more advanced type system. Besides, we added Akka to our technology stack and Akka can be used more naturally from Scala.
Overall, the developers liked Scala, and we have successfully transitioned our codebase into modern and functional Scala code, which also involved the migration of other technology stack components: from Java and Hazelcast, Hibernate, Spring and JSP frameworks to Scala and Akka, including Akka Persistence. We split the monolithic application into microservices that communicate with each other using Kafka. The integration had to be carried out gradually while the system remained production.
How did you stumble upon Scala? What exactly charmed you?
I started learning Scala in late 2012. At the time, I was looking for a “better Java”, and while I was programming in Groovy, it seemed both a step forward and back compared to Java.
At first, the learning curve for Scala seemed steep. I was reading some complicated library code, understanding very little, and thinking that “this really uses operator overloading too much”. But then I finished the Coursera course “Functional Programming in Scala” by “the father of Scala” Martin Odersky and fell in love with the language.
I like the compile-time type checking features that well written Scala code has. The compiler helps you do various refactoring very efficiently, guiding the developer from working code to working code, without breaking anything. The probability that “if your code compiles, it works” is really high in Scala.
What are the main benefits of using Scala?
Scala leads to better code and happier developers. The absolute majority of our developers who have become proficient in Scala are no longer interested in moving back to their previous languages.
Scala is a general-purpose back-end (server-side) language, and you can do everything in it that you could do in Java. It has good interoperability with existing Java code, as well as excellent frameworks for developing distributed, low-latency systems.
Scala supports the functional programming (FP) paradigm, which leads to more maintainable code.
The average proficiency of Scala developers is very high – if a developer decides to move out of the “comfort zone” and migrate to Scala, he or she is probably interested in developing skills and writing good code.
Using Scala.js you can develop for the front-end – thus Scala can also do most things that Javascript or Typescript can. Scala.js is a Scala transpiler to JavaScript, allowing development in Scala for the browser. This allows the applications to be isomorphic – both the back-end and front-end written in Scala, with code that can be reused between them.
We at Evolution have one of the most advanced Scala.js projects in production, which manages the work schedules of our 8000 game presenters world-wide.
But surely, there must be some drawbacks?
True, the main drawbacks of Scala are slow compilation times and a rather steep learning curve.
Is the language still evolving? What are the future prospects for Scala?
Scala is an evolving language with a vibrant ecosystem, including many open source contributors. The new version of Scala language, “Scala 3” adds many desired features and improves existing ones.
However, not only the language is evolving but also new libraries are being introduced, such as ZIO and Cats Effect 3. Besides that, the community is finding new, useful ways to write Scala code, such as with the Tagless Final approach. The prospects are very good indeed.
If a software engineering enthusiast is reading this, then why should they learn Scala?
Learning Scala is certainly the right choice! It will make you into a better developer even if you do not stick with it. I wish more universities taught Scala to students. The closest language commonly taught is Haskell.
Haskell is an important functional programming language and functional Scala borrows a lot from it. But there are fewer Haskell vacancies, and it is used less often in production. The language itself is beautiful, but the ecosystem is lagging.
You say that Scala is pretty rarely taught in universities. Where should one start then?
I believe that the Kernighan & Ritchie quote “The only way to learn a new programming language is by writing programs in it” is very true.
So you must write code. Every day. Start with simple tasks from HackerRank or similar sites. Continue with more and more complicated tasks and systems, especially ones that help you solve problems you yourself care about. Contribute to open source.
I think Scala is quite easy to pick up if used as a “better Java with some syntactic sugar”. If used in an idiomatic Functional Programming-style, it also becomes a matter of learning Functional Programming and how to apply it using Scala.
As Evolution is such a powerful hub for Scala, is there any opportunity to come and learn the language from your team?
Participating in Scala bootcamps can help you learn faster from experienced mentors. All you need for participating is fundamental programming knowledge and a desire to learn – previous Scala or Functional programming experience is not required. Our bootcamp showed that people want to learn Scala. We received almost 500 applications this summer for the Scala Bootcamp in Riga!
Previously there were fewer learning materials and it was easier to just say “start with the ‘red book’ by Chiusano and Bjarnason” but many excellent authors have now published books and tutorials.
Thus we have collected, in our opinion, links to the best Scala learning resources. Find them in the “Learning resources” section. We constantly keep them up to date.
Looking for new adventures? Try out MeetFrank today
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Let’s be honest, moving to another country or just choosing a new career path is not an easy taskand raises a lot of questions. But no worries, we are here to help. 💪
New set of empowering features have been launched in MeetFrank recruitment app 👀, which allows users to anonymously ask questions about the position/location, discover certain job markets and apply for positions under 60 seconds. Because we simply believe that talent is borderless and career possibilities should be transparent. 🚀
Putting statistics aside for a moment, there’s no better source of information than personal experience. Lithuania has been discovered by a number of talented people. And now it’s time to meet with four of them.
A big THANK YOU👏 to the amazing four! Also, we would like to thank Work in Lithuania – this article was made in collaboration with them.
Meet our four experts that shared their thoughts about Lithuanian job market with us.
💣 Why did they decide to continue their career in a small Baltic country? What’s their career story? Continue reading to find out more!
British girl Ffion
From Leicester, a picturesque Cathedral town in the United Kingdom 🇬🇧, Ffion Quick first heard about Lithuania from some Lithuanian students she was studying with at university. Little did she know that she’d be furthering her career there in a few short years.
What inspired you to move to Lithuania?
First and foremost, I wanted to come on an adventure. When I was in university, I met amazing Lithuanian students and their grasp of IT was just out of this world. So, that made me start researching Lithuania a bit more and I realised that it was promoting itself as a tech hub.
So you were aiming for the IT sector. What career path did you choose?
I’m a UX Writer at Wix.com, which means I write all the text you see on the interface when you build a website with Wix.com. But it’s not only writing text, it’s programming all the stuff in the backend to make sure the user is able to see that text on the screen. So, it’s the best of both worlds. I get to be a copywriter and I also get to be a developer. I’m getting to meet people from all around the world too.
Lithuania is pretty far from the UK. What was the recruitment process like?
It was straightforward and difficult. I had to do a task, which I spent two days doing, and that was really good practice for what the job would be like when I came here. Then I had a video interview with HR in Vilnius. Then I had to go through two more interviews with my colleagues in Israel. Then finally they flew me out to Vilnius, and I had a face to face interview and then after that they said I had the job, so that was crazy!
Is there anything that you discovered about Lithuania before moving there that stuck in your head?
When I was researching interesting facts about Lithuania, I stumbled upon one that said there were more hot air balloons than people, which now that I’m here I don’t think is actually true. To see that amount of hot air balloons over the city is breath-taking.
Salvatore from San Francisco
Salvatore Riniolo hails from California 🇺🇸, near San Francisco, where he went to school and has lived for the last six years. Mesmerised by video games and the worlds they open, he wanted to develop games from a young age. Now he manages art content for Unity, one of several major game engine developers in the world.
San Francisco to Lithuania, and not the other way around. What’s your story?
Once the department, where I was managing my team, started shifting to Europe, I was tasked with building a team here, in Vilnius. Since I hadn’t travelled much before that, having spent my whole life in that little area in California, I had a dream to see a lot more of Europe and other countries.
You probably did not know a lot about Lithuania in advance?
I feel like my knowledge of geography when it comes to Europe was just a blank slate. I learned about Lithuania about a year and a half ago when I was told I would be building a team here. I had no idea what to expect, but I quickly fell in love with Vilnius. While some of the more modern areas of the city remind me of big cities in the U.S., there’s also a very European feel to the Old Town here, with all of these different architectural styles mixed together. I just love it!
Also, since I’m a big fan of street art, I really like Užupis – it’s beautiful, and it just seems really fun to be in that neighbourhood. And no – I don’t care if it’s an expat stereotype to like Užupis!
Have you noticed any differences between the people in Vilnius and your peers back in San Francisco?
I think Lithuanians tend to be a little quieter than I’m used to, but that’s not a bad thing. The people on my team are incredibly hardworking, and there’s a different culture of communication here. I find that I don’t need to follow up as much or to micromanage what my teammates are doing. Given how direct Lithuanians are, there’s not much beating around the bush or sugar-coating anything. I appreciate that.
The work-life balance here is another thing I really appreciate. Lithuanians focus significantly more on spending time with family, taking days off, celebrating holidays, and simply enjoying themselves when not at work. It feels a lot better, and it’s a big reason why I wanted to move
The true citizen of the world – Katya
Originally from Belarus🇧🇾and having spent four years in Budapest in her teenage years, Katya realised that home is not where you were born, it’s where you feel good. And for the last six years, this feel-good place has been Lithuania.
You’ve been living in Lithuania for quite some time now. What was your path to where you are today?
Yeah, it’s been six years already! After living in Hungary as a teenager with my parents, I knew that I wouldn’t want to be tied to just one place or country. After graduating from high school, I came to study Marketing and Global Business at Vilnius University. The studies were in English, and I had the chance to go to Portugal twice – for ERASMUS and to do an internship. Despite that, when deciding where to settle after studies, Vilnius was my first choice. I don’t know, it just felt cosy, plus the culture here is not that distant from what I was used to in Belarus. So, after several months of job hunting, I landed a position at Booking.com. I’ve been working there for the last one and half years.
Are you in the same position as you started?
I started as a CS Partner Specialist, working with accommodation providers on the platform. When an opportunity came to rise to the position of Quality Advisor in the same department, I took it. My team was nothing but helpful and supportive, and the transition was very smooth.
You’ve had quite the international experience in your life. How does the Lithuanian culture compare to what you’ve experienced elsewhere?
One thing about Lithuanians I can say for sure is that they’re open and reachable. If you have some issues – and who doesn’t when moving to a new country! – they’re more than willing to help. And if in other places people tend to be more focused on themselves and their inner circles, Lithuanians are much more communicable.
Harvard alumni Ruta
With a diploma of the prestigious Harvard Law School in her hands, Rūta🇱🇹could choose from a long list of job offers from around the world. However, she chose to develop her career in Lithuania. Now, she works for Revolut, a challenger bank that has already changed the way millions around the world perceive the future of banking.
Could you tell us a little bit about your professional journey?
I was born and grew up, like my whole generation, in exciting times. I had the chance to watch my country go through many transformations. I observed my mother set up a business in a new, already post-Soviet environment. After highschool I entered the Faculty of Law at Vilnius University. While still studying, I started working for Transparency International, and worked there for almost seven years. During my career there, I started dreaming that I would like to study some more. I chose to study for a Master’s degree at Harvard Law School.
Harvard was an amazing experience. I met extremely interesting people from all over the world, and I was taught by a number of people who were my heroes – for example, Cass Sunstein, an icon of behavioral economics, Samantha Power, the US Ambassador to the United Nations, Noah Feldman, one of the most famous US constitutional law experts.
What were your initial plans after your studies? What helped you decide to further develop your career in Lithuania?
I considered the possibility of staying in the USA after graduating to gain some professional experience. Still, I enjoyed living in Lithuania, so I became interested in professional opportunities here. Finally, I received an offer to work in Lithuania at Revolut, a world-famous startup, a career many of my classmates at Harvard dreamed of.
Lithuania is a great place for a career because it is easier to be noticed and build a professional reputation here than in large countries, where the competition for any job is much higher. In my case, my current manager just heard about me from former co-workers and contacted me to ask if I was interested in career opportunities. Something like this could hardly be expected in a big city like London or New York.
It is also easier to gain the trust of the employer – I see a lot of examples when young specialists receive a high level of trust from managers and have the opportunity to work really interesting jobs and grow professionally. Meanwhile, abroad, a young professional of my age is usually just a small cog in a large organisation, where climbing the career ladder takes a lot of time.
Isn’t Vilnius too small for an ambitious person like yourself?
I view Vilnius as a compact rather than a small city. It can offer almost everything (if not everything) a larger European city can, just at a smaller scale. There is no need to spend hours in traffic jams here, and you can easily escape to nature even if you live in the city centre. The nearest pine forest is a 15-minute drive away from my house – so if I want to get a fresh breath of air and clear my mind after a long day at work, I easily find time to do so.
Startups, as often portrayed in pop culture, require a lot of passion for work, but in Lithuania it is easier to strike a balance between work and leisure – unlike, for example, in New York, there is no need to commute an hour to work on the subway, so you can have much more time to yourself. Personally, I try to maintain my exercise routine, and I can manage having very precise appointments with my trainer, because I can get from one place to another very fast.
When choosing a career path, we all consider many elements – from personal life to the kind of career we want to create and where is the best environment for that. When choosing a place for professional career development, it is worth not forgetting that there are many international businesses in Lithuania, as well as interesting opportunities in the field of public policy and the non-governmental sector. When working here, it is possible to enjoy the already mentioned advantages – the compactness of cities, nature, fresh air, the fact that it is easier for young people in Lithuania to earn trust and start doing really interesting things at work. I believe that after considering all this, Lithuania, as a place for career development, ranks on an equal footing with other countries in the world, often outweighing them.
Want to know more about possibilities in 🇱🇹?
Lithuania is an unique mixture of great opportunities to work at international companies, where you can kick-start your career with less time and less hassle. If you’re interested in knowing more, then get the MeetFrank recruitment app to discover the local job market & to start a new path in your career.
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