SCORE Helps Marketer Craft Sustainable Business Pitch

Max Goldberg is a pitching pro. When he met a potential love interest with an eco-friendly mindset in the heyday of the plastic straw discussion, he suggested launching a sustainability-centered store together.

“When she was interested in the idea, it was secretly a plan for me to spend more time with her,” Goldberg said of his now-wife, Julia Posin. “When you think of a good idea, act on it as soon as possible.”

Together the partners-in-business-turned-couple launched Shuki, a Los Angeles-based social impact company specializing in wholesale orders of steel straws and other reusable items on Earth Day in 2018.

“We started as a manufacturer of sustainable products,” Goldberg said. “During the pandemic, when our customer base disappeared over night, we pivoted into a new business model.”

Goldberg tapped into his digital marketing background to transition Shuki into affiliate marketing. In simple terms, the company “takes other people’s products and promotes them,” generating commission when someone purchases an item from Walmart, Wayfair, Chewy and other large retailers referenced in one of their website links.

“We know how to identify a very niche audience that wants something,” Goldberg said. “That is the marketing, sales and advertising skillset.”

The pivot paid off. Shuki skyrocketed from generating less than $100,000 per year to $1.3 million annually, Goldberg said.

In an effort to reach larger audiences, Goldberg competed in SCORE’s 60th Anniversary Pitch Competition. SCORE is a national nonprofit organization that supports small businesses through free mentoring.

More than 2,200 small businesses applied to compete in five pitch events. Contestants were pared down to 60 contenders. Participants were matched with SCORE mentors to refine their pitches, strengthen their presentations, and hone their business plans. He was one of 45 finalists.

Leading up to the competition he teamed with SCORE San Francisco mentor Michael Miottel.

“We were very proud to have gotten to the top 10,” Goldberg said of the L.A. pitch event.

A business owner of 50 years who recently handed the entrepreneurial reins to his son, Miottel described Goldberg as “smart,” and “adept.”

“He got it,” Miottel said. “He’s a very impressive guy. Max had a really exciting idea.”

Goldberg had begun seeking insight from SCORE at the start of the pandemic, highlighting the support finding funding resources, business coaching and one-on-one mentorship that the organization made available.

“We were looking to any and all resources that we could find,” Goldberg said. “SCORE was the single best newsletter that we signed up for.”

Following SCORE’s lead, Goldberg is paying it forward by helping other businesses with digital advertising.

“We’re passionate about helping other people in their journey and not pulling the ladder up behind us,” Goldberg said, reflecting on meeting fellow entrepreneurs during the pitch event. “It was really heartening seeing how many people chose to bet on themselves. It made me feel really patriotic. America is built on people who are small business owners and care about their community and have passion about their ideas and believe in a country that can allow them to take those ideas to fruition.”

To learn more about SCORE, request a mentor or volunteer to be one, visit score.org.

About SCORE

Since 1964, SCORE has helped more than 17 million entrepreneurs start, grow, or successfully exit a business. SCORE's 10,000 volunteers provide free, expert mentoring, resources and education in all 50 U.S. states and territories. Visit SCORE at score.org.