Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Sasha Millstein, founder of Aunt Ethel's Pot Pies, located in Brooklyn, NY, USA.

What's your business, and who are your customers?

We manufacture gourmet pre-baked/frozen pot pies that you can reheat in 5 minutes, with quality like they've been baking in your kitchen all day.

Tell us about yourself

My aunt inspired me to start this company in order to find a way for her to retire. She ran a catering company for 30+ years in New York, and while she was very successful, she had nothing to show for herself. She wasn't able to sell her book of business because she was an integral part of her brand, and her clients didn't want to work with anybody. Over the years, she asked me to take over the business, but my background wasn't in food, and to be honest, I'm not creative enough to cater. So, back in February 2020, the idea finally came to me! I thought if we could start commercializing some of her products that had proven to be very popular over the years, we could scale up a company and turn it into a household brand name. And with that exit, she would be able to finally retire!

What's your biggest accomplishment as a business owner?

Getting into the New York Times 3 months after we launched!

What's one of the hardest things that comes with being a business owner?

Financing a company that's incredibly expensive to start and run and balancing cash flow.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

Understand your unit economics and figure out if you are going to self-manufacture or use a Co-Packer.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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