James France of Vanguard Luxury Brands grew from $13K sales to $28M before exiting to Lion. He reveals how focusing on ‘best brands for the best bars,’ overcoming setbacks, and a clear USP fueled his business success. (Episode 728 - James Fra

In this episode of Grow a Small Business, host Troy Trewin interviews James France of Vanguard Luxury Brands, who grew his company from $13K in sales to $28M before exiting to Lion. James shares how focusing on “best brands for the best bars” and a strong USP fueled growth, opens up about setbacks like losing key brands and managing cash flow, and highlights lessons on scaling, leadership, and sustaining success in the competitive spirits industry.

Why would you wait any longer to start living the lifestyle you signed up for? Balance your health, wealth, relationships and business growth. And focus your time and energy and make the most of this year. Let’s get into it by clicking here.

Troy delves into our guest's startup journey, their perception of success, industry reconsideration, and the pivotal stress point during business expansion. They discuss the joys of small business growth, vital entrepreneurial habits, and strategies for team building, encompassing wins, blunders, and invaluable advice.

And a snapshot of the final five Grow A Small Business Questions:

1. What do you think is the hardest thing in growing a small business?


According to James France, the hardest thing is feeding the cash flow furnace, as managing growth and funding operations is always a major challenge.

2. What's your favorite business book that has helped you the most?


James France shared that his favorite book is “10 Truths for Raising a Healthy, Bouncy Business” by his former coach Roland Hanekroot, which offers practical stories, case studies, and clear next steps.

3. Are there any great podcasts or online learning resources you'd recommend to help grow a small business?


According to James France, industry podcasts like James Atkinson’s Drinks Adventures and Sam Bygrave’s Boothby have been particularly valuable for learning, especially about the on-premise drinks industry.

4. What tool or resource would you recommend to grow a small business?


James France shared that the most important tool or resource to grow a small business is having a good advisor or sounding board — whether it’s a mentor, coach, or accountant—someone who can provide objective, pragmatic advice and not just handle the numbers.

5. What advice would you give yourself on day one of starting out in business?


According to James France, the advice he would give himself on day one of starting out in business is that it will be much harder and more expensive than expected—like having children—so be prepared, keep your promises, and always treat people with respect.

Book a 20-minute Growth Chat with Troy Trewin to see if you qualify for our upcoming course. Don't miss out on this opportunity to take your small business to new heights!


Enjoyed the podcast? Please leave a review on iTunes or your preferred platform. Your feedback helps more small business owners discover our podcast and embark on their business growth journey.

---

Quotable quotes from our special Grow A Small Business podcast guest:


Treat everybody at every level with respect, just as you want to be treated yourself – James France

A strong USP will guide every decision and set your business apart – James France

Every role in a business is sales—every touchpoint is selling your company – James France