10. Reasons it failed and what I’d do different.

  1. Funding
  • The fact that our Chocolate chip /w Pecan had the nut allergen eliminated a lot of bakeries that would’ve otherwise been able to do it.
  • The type of package (Standup Pouch) also eliminated bakeries that didn’t have the equipment to package it as it isn’t a very common package to put cookies in — and most bakeries didn’t have the ability.
  • I had about 10 bakeries run test bakes throughout that time but none of them could ever get close to the correct cookie.
  • Some bakeries were too small which would have increased my costs considerably.
  • Some were too big and their minimums were more than double of what I could sell.
  • Other things but you get the point ….
  • Although we were getting into these really large retailers, our sales weren’t great in those stores.
  • We got in and eventually kicked out of a handful of chains such as World Market (300 stores), Cracker Barrel (700 stores), Hyvee (100+ stores), and others.
  • It was a combination of things such as merchandising issues as I talked about in “The Crumbling” post, pricing on shelf, correct product mix, and lack of marketing to increase consumer trial and develop a consumer base.
  1. Started smaller in all areas (smaller bakery, smaller target market, smaller budget, etc.)
  2. Worked to succeed with sales online and a handful of stores first, and then expand. Not adding more stores as fast as possible with out a consumer base, which is what I did.
  3. I assumed the product would sell itself once in stores. You need more than a pretty package and a tasty product for rapid growth. You need to create “value” — something that differentiates you from what is on the shelf such as cookies with protein, keto cookies, cheap cookies, cookies that make you run faster, cookies that help you concentrate, cookies that give you magical powers, etc.
  4. Focused on a niche first instead of a wide audience — and develop the product around that niche. Expand only when you’ve been able to do that.
  5. I would have tried to grow at a slower pace as opposed to a “spray and pray” strategy running as fast as possible. I needed to make sales fast as I was having to meet the minimum production runs at the bakery …and the cookies had a shelf life….and not to mention had to support myself and the business.
  1. The Beginning
  2. The Relaunch
  3. The Early Mishaps
  4. The Wandering
  5. The Facility
  6. The Progress
  7. The Growth
  8. The Crumbling (pun intended)
  9. Putting it to bed
  10. Reasons it failed and what I’d do different




I like to build things. Founded @gmommasays . Grew it to 2000 stores & failed. Currently helping others not make the same mistakes.

Love podcasts or audiobooks? Learn on the go with our new app.

Recommended from Medium

Just to totally get down to the nitty gritty.

How to build a cool online business that pays well?

Next-generation board members should prepare for good governance

Moment vs Channel vs Copy


While we were reporting this year’s Next Billion-Dollar Startups list, three companies we were…

Bootstrapping Basics: A Step-by-Step Guide to Gleaning Insight from Free Public Company Filings


Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Robert Armstrong

Robert Armstrong

I like to build things. Founded @gmommasays . Grew it to 2000 stores & failed. Currently helping others not make the same mistakes.

More from Medium

List of actions you an take to become a better writer

How to have a successful pop up?

Dlithe 28/03/2022 Topics

“Reality” — By: Kaniyah Swann