Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Matt Owen, Co-Founder of Sweet Logic, located in Arvada, CO, USA.

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

We are Sweet Logic; we aim to empower everyone to enjoy. We make low-carb, gluten-free cake mixes and mug cake mixes for those looking to reduce their sugar intake, stay true to their diet, or manage their blood sugar.

Tell us about yourself

Alli and I started the business in 2018 after several years of being Keto and having a really hard time staying consistent and managing (mostly my) sweet tooth. We started Keto due to some family health challenges, like cancer and diabetes, and our desire to be around as long as we possibly could for those we love. Now we run our business to help provide convenient options to others so they can stay true to their health goals without feeling like they are compromising or missing out. I really love hearing from customers how our products have helped them on their health journey and that they like the products, It makes me so happy, and we feel great about what we do.

What's your biggest accomplishment as a business owner?

Staying married, Seriously, Alli and I make an awesome team, and not all couples could handle owning and running a business together and raising a 1.5yr old. Sometimes it's a lot, but it's also really rewarding, and I can't imagine anyone else I'd want to be in business with other than my best friend. Strictly business accomplishment, we opened our own manufacturing facility this year which was a huge undertaking and a lot of work. We are really proud of it, and now we also get to help other brands pursue their dreams through our co-packing services.

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

Running a business is very up and down. You'll have high days and low days; the highs are higher than when you are just an employee, and the lows are certainly lower than when you are just an employee. You have a lot of emotional investment in this thing you've created. It can make handling disappointment or tumultuous events difficult and make those wins feel extra sweet. There are also a million things to do and little resources to go around as a small company. Hiring is something we are just now ready to do and can afford to do, but delegating is also very difficult when you've owned all the jobs for several years.

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

  1. Managing your mental health is so important and not something that's really talked about a ton in startup circles. This is the most important thing, I think, as to my previous point, you'll have many ups and downs. Some of those downs could make you close up shop if you aren't in a good place and have the support you need.
  2. Do your research but not too much research. Alli and I had no experience in the CPG space; we are both engineers. If we really understood what we were getting into, we may not have done it, but you can't go in totally blind, either. It's good to evaluate your product and market and make sure you plan so that if you put in all the work to start a business, you have a good shot of being successful.
  3. Bootstrap it if you can - We were very fortunate to have good jobs prior and to have some savings to start the business. We are growing is slow and our way and maintaining ownership. The more we've been in the space, the more we've talked with founders with investors, and for us, we'd rather do it the bootstrap way. This is a very personal decision depending on your goals, but something you should heavily consider if going into business.

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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