If you are Ashley Nickelsen, you make protein bars when life gives you lemons.
Her parents were diagnosed with rare forms of cancer, and she was their primary caretaker.
While shuttling them to doctor appointments, chemotherapy treatments, and radiation, she turned to the hospital's vending machine for nutrition.
Ashley, a self-proclaimed "serial snacker," found herself inhaling so-called "better-for-you" protein bars with ingredients she couldn't even pronounce.
Armed with a master's degree in food nutrition and a background in biochemistry, she knew there had to be a better way.
When her parents passed away, she needed stability and a community. So she saved her recipes and buried the concept to focus on grieving.
Then the pandemic happened, and Ashley's outlook changed. Learn more from the 2021 Enthuse Foundation Pitch Competition winner and how she harnessed her family's motto of Be Bold, Tenacious, and Resilient.
Watch the entire conversation here.
Ashley’s daughter Maddison posing with a B.T.R. Nation bar.
Enthuse Foundation (EF): Tell me about B.T.R. Nation and how you came up with the business.
Ashley Nickelsen, Founder, B.T.R. Nation (AN): I'm the founder and chief snack officer (self-proclaimed title) of B.T.R. Nation. B.T.R. stands for 'Be Bold, Tenacious, and Resilient,' which was my parents' mantra, and I started the company as a tribute to them. Both of my parents were diagnosed with rare forms of cancer. We were constantly back and forth between doctors' appointments, chemo, and radiation, so we ate junk food from hospital vending machines and cafeteria food. Unfortunately, the food they serve in hospitals is abominable. So I figured, let me take it to the kitchen and see if I can create something better. That is how the original idea for B.T.R. came about.
EF: I'm so sorry to hear about your parents. That must have been a very challenging time. What happened once you had the original idea?
AN: Unfortunately, my parents passed away. Afterward, I joined a startup with the philosophy of 'food is medicine.' I wanted to surround myself with this community because food can heal. So, I worked there for several years. Then in the middle of the pandemic, when I think we all were experiencing this existential crisis, I began asking myself – 'am I fulfilling my passion? Am I doing what I want to do here?' Eventually, I said, 'All right, let's do this. Let's dust off these recipes and do this in honor of my parents.' So, B.T.R. Nation went into full gear in February 2021. I think my father was an entrepreneur at heart, and he would have adored the business.
So, I'm hoping I'm making them proud and being able to share their legacy and the concept of being bold, tenacious, and resilient in everything that you do.
EF: I do not doubt you're making them both very proud. So, why did you decide to enter the Enthuse Foundation Pitch Competition?
AN: So, actually, one of my colleagues had recommended the Enthuse Pitch Competition to me, and I was like, this finally looks like something I can do. Also, to have a pitch competition focused on women and elevating women in a male-dominated space that also focuses on food and beverage is incredible. I'm just in love with what the Enthuse Foundation stands for.
EF: That is very kind of you. Tell us a little about your pitch deck because the aesthetic of it was unique.
AN: So, I have a little amateur background in graphic design. I did my deck myself in Canva and recommend that everyone uses it. You have to ask yourself - 'what do you want the deck to represent? What information do you want in the deck? And then what's the vibe you want it to give off?' Since our name is 'be bold, tenacious, and resilient, our deck needs to reflect those values. It is very bright and colorful. Maybe a little bit different than others. However, the aesthetic is crucial because it catches the eye and is one of the first things investors see.
EF: What has the response to your deck been like from investors?
AN: I share my deck through something called DocSend. It lets you see when investors look at your deck and how long they spend on each slide. It's been helpful to know where those investors are spending their time. Maybe they're spending 10 seconds on a page, and I figure this slide isn't as important to them. But then the financial sections are usually the most important to them. So they're spending a minute to four minutes there.
EF: Excellent. We will broadcast this hot tip. As the third pitch competition winner, what did you learn from it?
AN: I learned so much from pitching. I think the thing I learned most was just to put yourself out there and go into it, like, throw yourself outside of your comfort zone. I usually go into presentations and wing them because I like to be super casual, conversational, and come from the heart. Yet, when you're pitching, you have a time limit. That was the hardest for me because I was over by a minute when we did our first run-through. Sometimes I get so passionate about the origin story or the flavors that I spend too much time on one of those slides. I had to practice this like 30 times. Pitching is a skill you need to perfect. You don't want to sound too robotic or memorized. Still, you have to hit your talking points, be concise, and practice in front of people as awkward as and as uncomfortable as it might be.
EF: You touched on this a little earlier, but what advice would you give other women entrepreneurs?
AN: The most important advice I give myself is 'comparison is the thief of joy.' Whether personally or professionally, we get messages from our customers, colleagues, and random people about how we're crushing it. But I think, 'we could be doing more. why aren't we doing this?' So being mindful of that voice always saying you're not doing enough is essential.
EF: That's very powerful. Have you noticed yourself getting lost in those negative thoughts?
AN: Of course. It helps to identify your product lane. B.T.R Nation started in the hospital with a vending machine. For us, I go back to the vending machine for every single product we bring to market. Our mission will always be to end mindless snacking, but it's also to reimagine the modern vending machine.
EF: What a great response. What has 2022 been like for you, and what's on the horizon?
AN: Funny you should ask that because that's a change - our company name. When we pitched in 2021, it was under B.T.R. Bar. But we changed our name to encompass this more extensive portfolio because we want people to see us beyond a bar company. Bars are part of what exists in vending machines, but there are lots of other things in that space that need to be cleaned up. I want to grow the B.T.R. team and start to have a little bit of help. We recently debuted our newest flavor Banana Nut NOURISH, expertly crafted in collaboration with the world-renowned registered herbalist, Rachelle Robinett. This flavor tastes like a slice of grandma's homemade banana bread, sans the sugar. After the launch, in 24 hours, we exceeded my sales projections by three times. Also, we're launching a brand-new product line soon. I've done many surveys with our community, and we have numerous requests. Some want granola with adaptogens, and others are looking for green powder. But we want to stay true to our mission and core - snacking with a purpose.
Conclusion: As cliche as it sounds, sometimes life gives you opportunities in the darkest times. Ashley turned her grief into a million-dollar CPG business and pays tribute to her parents daily. Since this interview, Ashley welcomed the newest member of the B.T.R. brand Maddison Marie, her first child. Learn more about how she's balancing mom and founder life in "Tales of a First-Time Mother and Founder.” Ashely shared her story, and now, we want to read yours. Apply to the 4th Annual Enthuse Foundation Pitch Competition.
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