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In this ongoing series, we share advice, tips, and insights from real entrepreneurs who fight business battles every day. (Answers have been edited and condensed for clarity.)
Who are you and what is your business?
My name is Lauren Castle and I’m a born and raised New Yorker. My company, Sweet Loren’s, makes baked goods that are delicious and good for you. Sold in over 25,000 supermarkets. What makes our cookie dough special is not only its incredible homemade taste, but the fact that it’s convenient and easy to bake. Additionally, all of our products are gluten-free, plant-based, made with simple, clean ingredients, and contain no chemicals. Top 14 Common Allergens.
What inspired you to start this business?
I was inspired to start Sweet Loren’s after beating cancer in my early 20s. I found myself looking for ways to satisfy my sweet tooth using ingredients that I actually found delicious. Tasty, clean food became essential to my health, well-being, and recovery, so I took cooking and nutrition classes to take care of myself and create delicious, healthy food. However, since I have a huge sweet tooth, there was nothing on the market that was delicious and made with simple ingredients. So I started making my own cookie recipes. When family, friends, and strangers at parties couldn’t get enough of my cookies, I realized there was a need bigger than myself and was inspired to start Sweet Loren’s.
Related: This founder’s platform unlocks the secret to living longer through personalized nutrition
Was there ever a moment when you felt like you were on to something?
As time went on, there were many “aha” moments. The first time was when I created my original chocolate chip cookie recipe (after failing hundreds of times), alone in the kitchen, and said to myself, “This is the perfect cookie.” My next “aha” moment was when I saw my picky sister eat an entire cookie. I knew I could charm even the pickiest of people. After that, I won a charity baking contest for the Lower East Side Girls Club, and the judge, a famous pastry chef (Gina DePalma, who sadly passed away from cancer), told me and said, “We need to do something about this.” It’s another “aha” moment from someone outside of my family that I respect, and the need for a concept like Sweet Lauren’s that can use stricter, cleaner, better-for-you ingredients and still compete on taste. demonstrated its sexuality.
How did it become available in stores?
We met with buyers at New York City’s Columbus Circle Whole Foods Market, perhaps the busiest Whole Foods in the nation. There weren’t any packaged products available yet, but I brought several types of cookies that had been freshly baked that morning. The next day he called me and said he wanted my cookie dough as soon as possible because neither he nor his team had ever tasted anything so delicious. I walked into his Publix store after his second meeting. This led to the expansion of Sweet Loren’s into brick-and-mortar grocery stores as well as stores nationwide. The next big milestone was getting into all Kroger supermarkets. I told the buyer that we have warehouses all over the country, a full team, and that our factory could handle any quantity (we didn’t have any yet, to be exact!), but if they gave us a chance… I knew I wasn’t going to ruin it if I could. That’s when I hired Yvette, my VP of Sales (who’s still with me 7 years later!). She helped us make sure our operations at these stores were the best possible.
What was your biggest challenge and how did you pivot to overcome it?
My biggest challenge was getting people who aren’t gluten-free, dairy-free, or clean eaters to try our product. Like most other gluten-free products, some people think it tastes bad, chalky, crumbly, or resembles sawdust. We overcame this obstacle by adjusting our packaging to display a small speech bubble at the bottom of the package, rather than displaying “Gluten Free” and “Dairy Free” in large letters on the package. Something you might only see if you are looking for a specific allergen label listed on the pack. We also make sure our logo and cookie photos are incredibly appetizing, showing just how delicious our products are and how you can rely on the Sweet Loren’s brand to deliver great-tasting food. I did. period.
Related: How three friends built an award-winning space for indie winemakers to thrive in their vineyards
What advice would you give to entrepreneurs looking for funding?
If you can bootstrap it, I highly recommend it! Take control of your future and ride your own timeline. We recommend being as cautious as possible and perfecting your product as much as possible before bringing in investors. Then, when the time comes that you need to invest to meet demand, make sure you spend time creating a three-year plan so you can focus and know exactly what you’re going to do with the money. We’ll help you answer questions with confidence, stay focused after you get your money, and get the most out of your money during fundraising. We recommend starting with friends, family, and angel investors. People who believe in you, love your product and the purpose of your business, and want what’s best for you. If you’re ready to raise more money and receive more accountability and advisory support, start networking to find the best funds specific to your activity. That way you can be useful for more than just writing a check.
What do many aspiring business owners think they need, but don’t actually need?
A lot of money, a lot of marketing, a big team. A little can go a long way when your product, story, and packaging are truly great. There are clever ways to market and stand out, but if you hire really talented people and build great systems, you’d be surprised how little people you actually need to hire. Spending less money was actually best for me and my business. This allowed me to always keep track of how much I was spending. Focus on margins. Make sure we stay focused on the plan. We only hire the best we can find. And try not to get distracted by shiny things like fun new projects that aren’t in our plans or budget. I grew a business based on his 2 product SKUs instead of 100 product SKUs. This has helped us stay focused and profitable over time.
Related: This entrepreneur’s wellness tech platform was inspired by her grandmother’s garden
Is there a particular quote or saying that you use as personal motivation?
“You miss 100% of the shots you don’t take.” — Wayne Gretzky. This quote inspires me every day. It’s on the bookshelf in my bedroom. If you want something, please take a picture. Even if it doesn’t work out, you’ll learn from it and do better next time. We just entered Sprouts and his HEB supermarket. We worked hard for 7 years of meetings and never gave up. Well, finally yes! Don’t just take “no” for an answer. Keep taking those photos and keep showing positive attitudes and positive data about your products. Someday you’ll be big enough and powerful enough that they can’t ignore you and get your “yes.”
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