While working at Goldman Sachs, Ashley Thompson found a distinct lack of quick, healthy breakfast options. She founded MUSH to solve this problem. MUSH sells ready-to-eat oats in single-serving packages that are vegan, low-sugar and come in assorted flavors beloved by moms and celebrities alike.
The journey actually began for Thompson in childhood. With five kids, her working parents had scarce resources. “It wasn’t poverty, but it was close,” Thompson says. So, she grew up eating a ton of cereal. As a teenager, her older sister was diagnosed with Type 1 diabetes. Various other family members suffered both physical and mental health issues. This made Thompson curious as to the connection between what we eat and how we feel.
When she quit her prestigious, high-paying job at Goldman Sachs to found MUSH, Thompson says she had no idea what she was getting herself into. “Discipline and passion get you far, but when it comes to starting your own company, ignorance is bliss.” She bootstrapped the company for a long time before bringing in outside investments from serial entrepreneurs and successful business owners who wanted to help.
The biggest challenge Thompson has faced with MUSH is how to scale a product that no one has ever scaled before. Her oats are refrigerated and have no preservatives or artificial ingredients, so scaling was particularly difficult. But overall, Thompson has found that part of the journey enjoyable. “It’s tough but fun to solve those kinds of problems,” she says.
To aspiring entrepreneurs, Thompson offers this advice. “Follow your gut and don’t be scared. Often when folks are just starting out, they become overwhelmed by thinking of the whole trajectory of entrepreneurship. ‘How do I get from 0 to 1,000?’ they ask themselves. Don’t think about that. You just need the courage for the next best step. Big things start small. There are a lot of steps in between. Take it day by day. The everyday work will get you where you want to go.
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