Describe the journey of founding Salty Britches. What problem were you setting out to solve?
When my son was around 6 or 7 years old, our family went to Folly Beach in South Carolina for our summer vacations, sometimes even making the trip twice a year. We all loved the beach, but our beach days would get cut short when my son, finally old enough to play in the water independently and go boogie boarding, started experiencing severe chafing from the saltwater within just 5 or 10 minutes of being at the beach.
The chafing got so bad that it would ruin our vacations. He would get extremely uncomfortable, especially in his armpits, chest, and groin area when holding onto a boogie board. Even after rinsing off and returning to the hotel, the discomfort lingered, affecting his desire to go back into the water. Determined to find a solution, we visited a couple of beach shops seeking advice.
Unfortunately, many of the available products just made it worse. Some stung, particularly after the chafing had occurred, while others were super slimy. We went to surf shops, but they didn’t have a solution, either.
By the time my son was around 7 or 8, our patience wore thin. Following yet another disappointing summer vacation, during which none of the suggested solutions provided relief, I decided to take matters into my own hands. Frustrated and determined, I retreated to the kitchen with a singular goal – to create a solution that would spare my son from the pain and frustration he consistently experienced during our beach getaways.
I researched what long-distance ocean swimmers used and discovered lanolin. Lanolin, sourced from sheep's wool, serves as a natural and effective raw material due to its waterproofing and antibacterial properties. However, its usability challenges led me to blend it with other anti-inflammatory ingredients for lasting skin relief. Crafting a clear, non-sticky product that bonds to the skin and withstands saltwater became my goal. Ocean salt
exacerbates skin irritation, making it crucial for the solution to remain clear, durable, and sand-resistant – meeting the demands of an active 8-year-old who just wants to enjoy the ocean without discomfort
For four years, I made this product (now known as Salty Britches) for my son without much thought. During family trips through the years, I’d share it with other moms and their kids to treat the same issue. After four years, one mom recognized how truly revolutionary the product was. With this ointment, kids would stay in the ocean for twelve hours straight if we let them.
She convinced me to make a post on Facebook to see if there was any interest. The response was overwhelming, with over 700 messages that day alone. I realized the need was way bigger than I anticipated, so I started planning how I would make all this product to meet the demand.
Once I got back from vacation, I started making the ointment in my kitchen. My husband and I worked at it every night, blending and pouring the product for people to pick up on our front porch the next day. Demand kept growing and growing on Facebook until a local market approached me to sell Salty Britches in the store.
Relieved by this opportunity, I began supplying the market and, to this day, they remain one of my top sellers. Initially considering it a niche beach surf shop product, I soon realized its broader appeal was far-reaching. We’re now big in the long-distance running market, as well as heavily used by military personnel.
Have you ever managed a product or brand before?
Never, but I’ve always been very good at sales. I hold a chemistry degree and spent five years in technical sales and process engineering at a manufacturing company before transitioning to a 17-year career in pharmaceutical sales after my talent was recognized.
Did you have a growth mindset from the beginning? What changed?
I think I started out with the necessary mindset to pull something like this off. You know, “You’re going to have to kill me to make me quit” type of attitude. I never questioned whether it was something I could do; I just didn't have a clue what to do. So, I've just let it take me where it needed to take me. And let the brand tell the story of where it belonged. Salty Britches has really kind of done its own thing and I've been along for the ride.
I’ve also been a big believer in the value of professional coaching, experiences, and relationships. I've consistently invested in learning from individuals who are more experienced and have tackled more challenging endeavors than I have. My mindset has always been to seek guidance from those who are ahead of me, whether in building a brand or managing a small or large business. This approach has proven successful and hasn't let me down yet!
Until recently, I handled everything on my own. Being a solo team member was my reality until very recently, which is a huge relief. Throughout my journey, I've been fortunate to have incredible cheerleaders who became users of the product. This shift in my circle has been a game-changer. While I cherish the people who have been in my life for years, they didn't necessarily understand how to grow a brand. My circle has evolved to include individuals genuinely eager to help because they love the product.
What’s an obstacle you’re still trying to tackle as you grow?
Managing inventory has been challenging, as there isn't an ideal program for small businesses like ours. While larger corporations may use SAP, it's not feasible for us. We have to physically conduct monthly inventory counts, including items like shippers, tape, and ink, each assigned a specific value essential for our business operations. Initially, we didn't handle this aspect as effectively as we do now, but through learning and with the help of a CPA managing our books, we've improved our practices.
From the beginning, we aimed to stay compliant and avoid any issues. As we've grown, our increased volume has made it crucial to pay close attention to details, such as no longer being able to simply order a box of shippers from Amazon without careful consideration.
Looking back, are there resources or advice you would have liked to have that would have shaped your decisions differently?
I joined the Small Business Administration (SBA) later in my journey, but I'm grateful I did. Discovering an SBA mentor was invaluable, and I can't emphasize enough how helpful this resource is―and it’s totally free. I wish I had tapped into it earlier. I highly recommend entrepreneurs connect with a local SBA mentor. Ours has been fantastic. Their guidance has played a crucial role in helping us reach the next level, providing insights and understanding about available resources.
Engaging in a mastermind with individuals possessing skills you aspire to is immensely beneficial. I'm now part of groups like B.Y.L.R. (Build Your Life Resume) led by Jesse Itzler, which has been impactful for both personal and professional development, particularly in shaping a positive mindset.
What advice would you give other founders when it comes to planning for growth?
Cultivate a resilient mindset and surround yourself with experienced individuals who have successfully navigated the path before you. I also highly recommend getting connected with the SBA and finding a mentor to help guide you through your entrepreneurial journey.
What resources did you find most helpful in planning for growth?
I've had a few different mentors along the way who have certainly helped me understand how to start and grow a business. I’ve found that as an entrepreneur, your circle really defines how successful your business can be.
I read a lot of books that revolve around mindset and mental resiliency because I believe that’s what it takes to run a successful business. Some of my favorites I’ve read throughout my journey are 10X Is Easier Than 2X by Dan Sullivan, Unbreakable by Thom Shea, Living with a Seal by Jesse Itzler, Hiking Through by Paul Stutzman, Winning by Tim S. Grover, and anything by Jen Sincero, author of You Are A Badass.
No. Our journey has been challenging, but I believe the difficulties were necessary for our growth and learning. Entrepreneurship is tough, and it's not for everyone, contrary to how it might be portrayed. Despite the slower growth pace we chose, it has made our business financially healthier.
We've overcome significant hurdles, surpassing the statistically crucial milestones of one year, 18 months, and three years. Despite facing challenges like COVID and changing manufacturers three times, these experiences, though frustrating, have contributed to our resilience. Reflecting on the journey, I wouldn't change it, as it has shaped us in ways that go beyond the initial hardships.
Listen to our conversation with Amy on the Hello Chaos Podcast.
Connect with Amy on LinkedIn and follow Salty Britches on Instagram and LinkedIn.
