Ep 43: From the Farmers Market to Whole Foods

How She Does It

We’re always so impressed when we hear about female founders who can turn a product they start making in their homes into a multi-million dollar business. So, how did they do it? Did they always dream of starting something bigger or did it take time for them to realize that their humble idea could really scale? And do the skills it takes to run a small business translate to running one with many employees, where the day-to-day tasks are wildly different?

Starr Edwards is one of those founders. In 2010, she was looking for creative ways to provide for her young family, and with just $200 and a used Vitamix, she started selling her dips, with a clever name – Bitchin' Sauce. After starting with small sales at the San Diego Farmers Market, today the company is a $50 million dollar business, and their vegan almond dip is sold everywhere from Costo to Whole Foods. Edwards shares how she scaled her company while raising a family of five, and what she learned when she shipped the sauce to Colorado (hint: it got messy!)

Takeaways:

• Starting small and scaling organically can lead to significant growth over time.
• Learning from peers and industry experts can be invaluable in navigating the challenges of entrepreneurship.
• Maintaining a personal connection to the brand and product can drive passion and success.
• Providing childcare as a benefit can have a significant positive impact on employees and the company as a whole.
• Finding the right fit for team members and harnessing their talents can lead to greater fulfillment and value for the company.

Chapters:

00:00:00 - Introduction and Background

00:03:29 - Scaling Production from Home Kitchen to Manufacturing

00:04:32 - Getting into Whole Foods and Challenges with Distribution

00:09:20 - Balancing Family Life and Business Growth

00:11:10 - Learning from Peers and Avoiding Mistakes

00:18:18 - Benefits of on-site Childcare

00:21:32 - Future Aspirations

00:23:55 - Hiring Strategy and Building a Team

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