Winning The Race by Understanding Customer Journey
Development
July 25, 2025
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Before becoming a loyal customer, a lead has to interact with your product/service at various stages. This entire process is summarized in the customer journey, divided into 5 main stages:
Awareness: The customer becomes aware of your brand and your product, usually through search engines when searching for a solution to their problem.
Consideration: The customer is aware of your brands but also your competitors’;, they start wondering which of the options they should choose from.
Purchase: The customer makes a buying decision, either from your brand or your competitors’.
Retention: After the purchase, you need to consider how to get them to repurchase many more times, since retaining is cheaper than recruiting.
Advocacy: At this stage, the customer is basically your brand ambassador., Tthey love your product;, they tell their acquaintances about your product.
Understanding the journey and what stage the audience is at can help you understand their needs and adjust accordingly. Each stage has a different touchpoint as well, so adjusting to said touchpoint makes it more effective and less costly. Understanding the journey can help you win the race.
Why Asian Hustle Solutions?
At AHS, we specialize in helping brands capture attention and inspire action — whether you’re launching a new product or scaling your business, we’ll guide you to marketing that resonates and delivers results.
Taufeek Shah, the Founder and CEO of Lola’s Fine Hot Sauce, embodies a story that celebrates both multiculturalism and the passing down of traditions from one generation to the next.
Taufeek’s unique background, growing up with a Filipino mother and a Pakistani father who were immigrants, provided him with a rich tapestry of cultural influences. This upbringing laid the foundation for his culinary journey.
Taufeek’s parents arrived in the U.S. with dreams of a better life, despite limited resources. His father served in the military, while his mother established a medical practice in rural Northeast Iowa. Technically raised in small-town Iowa, Taufeek’s life was deeply influenced by three distinct cultures—Filipino, Pakistani, and American.
They aptly named their business “Lola’s,” a heartfelt tribute to Taufeek’s mother and a nod to the Tagalog term for grandmother.
Delightful Blend of Flavors
Taufeek’s culinary adventure was inspired by the delicious meals he savored at home. The fusion of Filipino and Pakistani flavors, combined with the locally grown peppers from Iowa farmers, crafted a one-of-a-kind gastronomic experience. This delightful blend of flavors ignited Taufeek’s vision to share these flavors with the world by bottling them.
A Humble Beginning
Taufeek’s venture into the business world began during his career in the financial services sector. He introduced his mother’s homemade hot sauce at office gatherings, and it became an immediate sensation. Encouraged by the enthusiastic feedback, he persuaded his mother to join him in sharing their family’s hot sauce with a broader audience.
Their entrepreneurial journey commenced with humble beginnings, starting at pop-up locations and farmer’s markets. As their loyal customer base expanded, Taufeek’s confidence in building a successful enterprise grew. They aptly named their business “Lola’s,” a heartfelt tribute to Taufeek’s mother and a nod to the Tagalog term for grandmother.
The Recipe for Success
The secret to Lola’s Fine Hot Sauce’s success was their dedication to preserving the original recipe. Taufeek took on multiple roles, from investor to CEO, marketer, and even delivery driver, to propel their brand forward. They started by supplying restaurants and gradually expanded into retail outlets, gaining a foothold across the nation.
Today, Lola’s Fine Hot Sauce is available in over 14,000 locations, a testament to their unwavering commitment to quality and taste.
First-Ever National Asian-Filipino-Owned Hot Sauce Brand
The mission of Lola’s Fine Hot Sauce is to provide a truly unique hot sauce for everyone to enjoy. Their hot sauce is made from the freshest ingredients and includes a blend of the world’s most unique peppers for a delectable experience. Their sauces are meant to enhance your dishes with delightful flavor, not just intense heat.
Their recent milestone of landing in over 3,600 Walgreens stores across the country makes them the first-ever national Asian-Filipino-owned hot sauce brand in the United States.
The legacy of Lola’s Fine Hot Sauce extends far beyond being a mere condiment. It serves as a symbol of family heritage, the fusion of diverse cultures, and the realization of the American dream.
Amidst a worldwide lockdown, Chris and Minette Sales, a Filipino couple living in Australia, found a way to help families back in the Philippines who are dealing with autism. Their small business, Mrs. Market, helps groups that support people with autism.
Their journey began when their twin sons were diagnosed with autism. Living in Australia gave them access to much-needed help for their children. But Minette, being a Filipino, wanted to share this kind of support with families in the Philippines.
Their business, Mrs. Market, started because their children had special dietary needs. They decided to use this as an opportunity to give back. Some of their profits go to organizations in the Philippines that help people with autism.
Image Source: Mrs. Market
Chris, a nurse, already had a feeling that their sons were behind in their development. He told Minette that they needed to face the challenge together and be the best parents for their kids. They run their small business with support from Minette’s mom, who’s also a nurse, and their friends who help when they can.
Mrs. Market is part of a community in Melbourne that supports Filipino business owners. The Sari-Sari Success community started during the lockdown and has become a place where Filipinos can share their experiences as entrepreneurs. It’s all about helping each other succeed, build networks, and make new friends.
Candles have transcended their traditional use and have become a cherished everyday luxury in Malaysia. The candle-making industry has witnessed a surge in recent years, with numerous brands emerging across the country. Among these, one brand stands out for its unique twist on the classic candle experience – Asian Scents Co.
Unlike typical candle makers that focus solely on scents, Asian Scents Co. takes a novel approach. They offer a range of candles inspired by Asian culture and flavors that will tantalize not only your olfactory senses but also evoke a sense of nostalgia and wanderlust. From Boba Milk Tea to White Rabbit Candy, and even the distinctive Tiger Balm scent, Asian Scents Co. offers a diverse selection that goes beyond the ordinary.
Image Source: Asian Scents Co.
The brain behind this aromatic venture is Audrey Hon, whose journey began with homesickness while living in Melbourne, far from her Malaysian roots. As the pandemic kept her away from her homeland, she found solace in crafting scented candles. What started as a therapeutic hobby soon turned into a business, driven by the shared nostalgia her candles evoked among friends living abroad.
Audrey started with an initial investment of approximately $24,000, sourced from her personal savings and family support. The candles, crafted from premium natural coconut soy wax, wooden wicks, and high-quality fragrance oils, promise clean and toxin-free burning. She left her corporate job to devote herself fully to the brand, a bold move that paid off as international orders began pouring in from Europe and the US.
Asian Scents Co. has strategically positioned itself in the market by offering a unique blend of scents that celebrate Asian culture. Their portfolio includes a diverse range of options, available as candles, air fresheners, reed diffusers, and linen sprays, with prices ranging from $4 to $20. Customers can choose between travel-sized and full-sized candles, and the brand even offers gift sets.
As the global scented candles market continues to grow, with a projected value of $9.5 billion by 2028, the candle-making industry presents a promising avenue. However, with rising competition, brands need to differentiate themselves. Asian Scents Co. has done just that by tapping into the universal love for food and nostalgia, delivering a unique sensory experience that resonates not only with Malaysians but also with individuals worldwide who share an appreciation for Asian culture and flavors.
In the transition from dormitory living to her own apartment, Phantila Phataraprasit found herself grappling with a challenge familiar to many recent graduates: the quest for affordable, stylish, and eco-friendly furniture. Sustainability has played a significant role throughout her life due to her mother’s involvement in running eco-friendly lodges in Thailand.
Phataraprasit and her college friend Caitlin Ellen teamed up to start Sabai – a Thai word that means feeling comfortable and relaxed. Sabai is a direct-to-consumer furniture company that prioritizes sustainability without sacrificing affordability.
Sabai’s core mission revolves around empowering young professionals to align their values with their furniture choices. For them, achieving true sustainability involves more than using eco-friendly materials.
Their sofas, crafted in a family-owned North Carolina factory, feature Sustainable Forestry Initiative (SFI)-certified wood, recycled fiber fill, and upcycled fabrics, free from harmful chemicals. They introduced a “Repair Don’t Replace” program and a buyback initiative to ensure longevity and affordability.
After initially diversifying into various home furnishing categories, Sabai recognized that sustainability remained the driving force for their customers. They refocused their efforts on seating, catering to those with unique aesthetic preferences. This strategic shift enables them to deliver on their core sustainability promise while offering diverse design options.
Aside from this, Sabai also understands the importance of forming meaningful connections with customers. Furniture is intimate, and Sabai recognizes that today’s generation cares deeply about their living spaces.
By amplifying their sustainability initiatives and engaging with consumers, Sabai aims to inspire a lot of people to live a more sustainable lifestyle.
