Hayli Martenez (pictured above) is the bubbly owner of “Haylibug Lemonadez,” located in her front yard in Kankakee, IL. Hayli started her business at age 10. Now, three years later—and at the ripe old age of 13—she’s a lemonade stand veteran.
I read a story about Hayli that really resonated with me. Her simple, human-centered approach to marketing warmed my heart—and it’s something we can all learn from.
Her business faces both familiar and unique challenges:
- Getting and holding people’s attention in a noisy world full of options
- Limited resources and bandwidth
- Limited life and work experience (she’s a kid!)
- And, of course, a pandemic that made it hard to run a lemonade stand
Despite these hurdles, Hayli regularly makes $100 a day when her stand is open—an incredible feat for a kid selling lemonade. She’s also created organic buzz that’s led to interviews and media features (like this one).
So, how has a 13-year-old pulled this off?
Well, it’s not just because she’s a cute kid. Hayli’s success comes from understanding her customer. She uses storytelling to create an emotional connection, which makes the value of what she offers product far greater than just a cold cup of lemonade. Her customers feel good supporting her—and they get something delicious in return. Win-win.
This is the same strategy used by the world’s most beloved brands. Companies like Apple, Levi’s—and yes, Haylibug Lemonadez—build success through story, connection, and people-first thinking.
Here are four lessons from the lemonade stand to inspire your own approach:
1. Understand the Customer
Hayli’s customers (adults in her suburban neighborhood) are drawn to bright colors, crave variety, and respond to lightheartedness. She delivers with colorful signage, dozens of lemonade flavors, and witty names like “Purple Monkey.”
Takeaways:
- Get clear on who your customer is
- Learn what grabs and holds their attention
- Understand what resonates with them emotionally
- Find small ways to surprise and delight them
2. Understand Their “Job to Be Done” (JTBD)
Your customer’s JTBD is the deeper reason they’re buying. Hayli’s customers aren’t just thirsty—they want to support a kid entrepreneur and relive childhood nostalgia. That’s why they happily buy a whole gallon instead of just one cup.
Takeaways:
- Know your customer’s JTBD and obsess over it
- Make sure your product and marketing reflect that deeper benefit
- Focus on solving your customer’s emotional needs, not just practical ones
3. Lead with Story
Hayli’s origin story—starting a business to learn about money and save for college—is baked into her brand. Her customers buy because they love her story and want to be part of it.
Takeaways:
- Sharpen your story
- Infuse it into every touchpoint of your business
- Give customers a chance to participate and share it
4. Use Your Superpowers
Hayli’s superpower? She’s a warm, ambitious kid with an entrepreneurial spirit. Adults want to help her succeed. She’s used that to sell more lemonade and earn local and national media attention. You have your own superpowers too—use them.
Conclusion
Hayli’s story shows us that successful marketing isn’t about tricks, flashy tactics, or chasing trends. It’s about connecting with people, understanding their needs, and making them feel something. Once you’ve nailed that? You can scale it through tools like social media, advertising, PR, or email.
Thanks, Hayli, for the inspiration 🍋