Thank you to Ashley Nickelsen, Founder and Chief Snack Officer of B.T.R. NATION, for sharing her experience as a first-time mom balancing adjusting to life with a newborn and running a startup. For other entrepreneurs struggling with raising children and building an empire, please know you are not alone.
Vulnerability can be a superpower. But it's also uncomfortable, especially as a solo woman founder who's her own harshest critic.
I hope by sharing this experience and getting raw and vulnerable, I can start to break down my walls and help others do the same.
On June 13, 2022, we welcomed a new addition to the B.T.R. NATION family: our beautiful baby girl, Maddison Marie.
After 30 hours of labor, I made the gut-wrenching decision to undergo an emergency c-section to safely deliver my little bundle of joy.
The first two weeks of my recovery kicked my butt. For someone who lives by the mantra 'be bold, tenacious & resilient,' taking a moment to heal, ask for help, and be vulnerable was TOUGH.
It was hard not to compare. I've seen women give birth and start to feel physically better after 10 days (or at least that's how it appears on social media).
Ten days postpartum, I could barely walk without pain. I spent a night in the emergency room because my ankles and calves had swelled to four times their average size.
Simple tasks like getting out of bed and chairs were grueling. All while taking care of a newborn and continuing our exponential growth here at B.T.R. NATION.
Not the experience I planned for as a new mom and an entrepreneur. But it taught me some valuable lessons.
1. Be patient with yourself.
Getting into your dream retailer doesn't happen overnight for MOST brands. The same goes for raising a family. So be patient with the process. But be persistent. Don't give up if something doesn't go according to plan.
2. Don't compare. Your personal OR professional life.
Easier said than done.
But what you see on social media is just the highlight reel. Entrepreneurs tend to capture the high highs and the low lows well.
But we spend most of our time in the in-between.
The boring stuff. Email follow-up, sending samples, team meetings. The same goes for raising a family. Of course, everyone shares about milestones - the first smile, first words. But, the countless little moments throughout the day make up a fulfilled life.
As cliche as it sounds, becoming a mother, has taught me that it's all about the journey, not the destination.
3. Give yourself grace.
The business needs YOU to survive, so you can't be stuck in your own head.
These lessons are essential for growing a thriving food and beverage brand for the long term, one that will weather any storm.
Although it's not always the easiest to ask for help, I've learned how important that is. Since we don't have family in San Francisco, my husband and I lean on each other.
I'm beyond grateful for him. He was in the warehouse hours after I gave birth to fulfill orders.
Whenever I have a call or video meeting, I always ensure my husband watches Maddie or takes her for a walk.
We're getting it down to a science, but like anything, some days are better than others.
Some days I feel like I've accomplished all my goals, and other days I need to give myself grace and move on.
4. Advice does not equal fact
I've received so many unsolicited tips, comments, questions, and advice while pregnant and now, as a new mom, about parenting and running a business.
'How are you going to do it all?' or 'just wait until she can walk, then you won't be able to work as much.'
I've been taking it in stride and reminding myself of my purpose. My why, which has just grown a whole lot!
So, if I encounter any negative vibes, I brush them off. The goal is to be a role model for Maddie and other women founders who want to start a family and run a booming business.
5. Make every second count
I have become more efficient than I ever knew was possible. No time is wasted on negative or intrusive thoughts. It's all about doing and making things happen for the business and my daughter.
If I change Maddie's diaper, I practice my investor pitch. I've discovered this mom strength or adrenaline that has my brain and body all fired up in the best ways.
I'm thankful I can hold my daughter and still respond to emails at 4 AM.
6. Community first
Treat your customers like family.
We pride ourselves on our fast-shipping times. A few hours after giving birth, I emailed our customers who had ordered that weekend. I shared the exciting news and told them that orders might be delayed because we fulfill everything ourselves.
They loved the personal email and felt part of our family and our journey. We probably received at least 50 messages that day congratulating us, asking for more pictures, and sharing advice.
Being authentic gains customer trust.
I originally started B.T.R. NATION as a tribute to my parents, and now our mission resonates with thousands of people nationwide. It's a beautiful thing to witness. Now my daughter gets to be a part of that.
My goal from day one has been to build B.T.R. NATION like a family, and that's exactly what it has become.
Ashley Nickelsen is the Founder and Chief Snack Officer for B.T.R. NATION, a tribute to her empowering upbringing instilled by her parents. She has a master's degree in food nutrition from New York University. Before starting B.T.R. NATION, she was the Director of Sales and Marketing for Further Food, a food-based nutritional supplement company. Ashley was the winner of the 2021 Enthuse Foundation Pitch Competition.
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