Like many small-business owners, Mark Isreal was short on cash when he started Doughnut Plant.He relied on resourcefulness and creativity to execute a simple plan for growth: make a great product and reinvest every dollar.Even now ' 20 years later, with a growing doughnut empire under his belt ' Isreal remains intent on finding new and creative ways to invest in his company.So when inspiration struck for the Ripple Doughnut, a $24 cake-sized doughnut featuring three rings with different yet complementary flavors, Isreal decided on a novel game plan to bankroll the product launch. Instead of digging into his reserve cash, he funded the project entirely from the points he earned with his Chase Ink Business credit card.Rewards points were redeemed for cash to purchase things like custom dough cutters and ingredients. In total, Isreal says he invested 80,000 points, which he had earned by paying for business expenses with his Chase Ink Business credit card.Isreal says that going about it this way eliminated the sense of risk, which let him experiment without the fear of failure."When you use points, it's like you're not really spending money," he said. "It gave me a lot more freedom."And that lack of restriction has paid off in what might be the most-buzzed-about doughnut ever.The Ripple Doughnut has its own hashtag and has been covered by dozens of media outlets. And that valuable earned media for Doughnut Plant and the Ripple Doughnut came without any out-of-pocket expense.Perhaps most shockingly, even though the Ripple Doughnut is sold in only one New York City shop, it has been discussed on social media in countries spanning the globe, from Japan and Australia to the UK and India. That's press that will benefit the brand as Isreal expands the footprint of Doughnut Plant.Needless to say, Isreal is happy with the results of his novel use of points from his Ink Business card to innovate for his business. The success of the Ripple Doughnut has been an inspiration at Doughnut Plant, where the next new doughnut is always around the corner."I will keep trying things over and over again to get the doughnut to go where it hasn't gone before," Isreal says. "Customers come to expect it when they come into the Doughnut Plant because of what I've done in the past."Find out more about how the Chase Ink Business Preferred card offers new ways to earn for your business.This post is sponsored by Chase Ink Business Preferred. Real business owner compensated for use of his actual statements.Join the conversation about this story
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