Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Katie Liesmann, co-founder of Jake & Jubi's Snack Co., located in Austin, TX, USA.
What's your business, and who are your customers?
Jake & Jubi are our cats. Jake & Jubi's Snack Co. makes Granola and Granola Butter for humans. Everything we make is sweetened only with fruit (not cats). Our customers are foodies who are health-conscious, but their view of health includes mental wellness. We support the idea of being who you want to be and eating what you want to eat. We sell at farmer's markets in Austin, through our online store, and in some locally-owned grocery stores.
Tell us about yourself
I am a tech "ex-pat." I've always loved and dreamed about food. Every time I cook, I have to have the perfect condiment, whether it's a sauce or a pickle or an herb. Like sometimes, I just have to have Kraft yellow mustard, and sometimes it's got to be dijon. In college, I did projects on creating a drive-through sushi restaurant (it was going to be called "Sushi-A-Go-Go"). After college, I wrote a business plan for an alcoholic snow cone business on our local lake. But I was always too scared to take that path and instead just started working at tech companies because I knew I would have a reliable source of income. It wasn't until I started experiencing burnout at work that I knew I needed an outlet. Jake & Jubi's was born then.
My pride is honestly what keeps me going. I'm hesitant to say that because I don't want to be ungrateful. But being a business owner is kind of like being in a cool club. For me, nothing could replace the proud feeling I get when I tell someone, "yeah, I started this" and "yeah, I made that thing you just called delicious." It's amazing to have something that you built yourself and to be able to shape it and watch it grow.
What's your biggest accomplishment as a business owner?
Taking breaks. Being a small business, my personal life has often come up in the business, and I can tell then that I need a break. I've been able to stop everything and prioritize myself, and I know that the company and my passion will still be there for me when I come back to it.
What's one of the hardest things that come with being a business owner?
The hardest thing for me has been comparing myself to my competitors. I compare myself all the time to other makers of granola and nut butters out there, but it's just not apples to apples. Those companies have investors, larger teams, and more resources than me. But comparing myself can be really harmful to my passion and my motivation. At the same time, it's hard to avoid because you want to be in touch with what your competitors are doing, and you want to be respectful towards them. Just know that what you are doing is meaningful to someone, and that's the most important thing!
What are the top tips you'd give to anyone looking to start, run and grow a business today?
I think there are a lot of cliche tips out there, so I am going to be really specific. First, if you're making a food product, enroll in Alison Ball's Retail Ready course. It costs money, but it saves you money in the long run by learning all about how to be in retail. Second, make an idea chart. I always have tons of sporadic ideas--"let's create an eggnog flavor," "ooh, let's get Whole30 certified", "how about we fly to baja sur for a workweek?". Some of these are really great, but I made a basic spreadsheet that I just put my ideas in, and then I add in what they will cost and what I will get out of them (30 new customers, $1,000, whatever), and then I decide whether it actually makes sense to do it right now or to table it, but I have some peace of mind knowing the idea is not going to get lost. Most of the time, the ideas are tabled! Third, listen to the podcast "How I Built This" for products that are similar to yours. It will encourage you to think outside of the box.
Is there anything else you'd like to share?
I answered these questions like I would be doing a real interview, so I didn't reread them and try to clean them up because I'm human, and I think my online presence should be too. Please be kind! :)
Where can people find you and your business?
Website: https://www.jakeandjubis.com/
Instagram: https://www.instagram.com/jakeandjubis/
If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email community@subkit.com; we'd love to feature your journey on these pages.
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