As I stood at the end of the hallway waiting to walk onto the Shark Tank stage, I was shaking like a leaf and holding back tears. I had YEARS worth of stress, anxiety and hardship riding side saddle.
For the last nine years, I have given Heather's Choice every fiber of my being. When I started this business in 2014, I had no idea what I was getting myself into. I also had no idea how much it was going to grow me up. It has been the hardest and most rewarding thing I have done to date, and it continues to challenge me every single day. Maybe for some people entrepreneurship is easy, but for me, it has been unreasonably hard.
After what felt like an hour in the tank, I walked back into a small waiting room to gather my things, and at that moment in time, I truly thought this adventure was over. I was at the precipice of what kills most small businesses; I was out of runway.
At 9:30 at night, I stood in a dark alleyway of Sony Picture Studios forcefully shoving fake Christmas trees into their boxes. All of the props I had ordered for our display needed to get returned...I needed that $600 badly.
"How you doin'?"
I turned to see one of the producers, asking very nicely about my current state, even though I was visibly a complete and utter mess.
"I've been better." I responded sharply.
"Heather, America is going to love you. Do whatever you have to do to make it to your air date."
Angry, defeated, tired, hungry and puffy eyed, I went to the hotel for the night. As you can imagine it was sleepless; I had no idea where I was going to go from here.
All of this transpired in early September. I flew home to Alaska, sat down with my best friend of twenty years, also an entrepreneur, and once again poured my guts out.
"I think this is over..."
"No, you're a long way from being dead. Don't give up."
In the subsequent weeks, I played the cash flow shell game. Collect early on these invoices, pay these people late, ask for extensions on these payments, keep fundraising, sell whatever inventory you have. Anyone who has experienced this rigmarole knows it's exhausting, but as far as I can tell, it is a necessary game to play in business. Cash is king, I had none, and my singular focus was to generate more lifeblood.
Four months later, miraculously, we're still here. We made it to our air date, not without a ton of effort from our team, and a ton of outside support from the people who know and love us.
The big lingering question remains, "Where do we go from here?"
The Sharks made it abundantly clear; Heather's Choice is more than a backpacking food company. I have struggled to accept what the rest of the world can see plain as day...our products can be of service to everyone. If you need a hot, healthy, delicious meal to start your day, fuel you at the office, accompany you on our travels, or help you recover from putting in some miles, Heather's Choice is there for you. Nothing makes me happier than feeding people good food, it's who I am at my core and it is what I do in my spare time. Heather's Choice is simply that on a much larger scale; it is my love language in the form of a business.
In the coming years, my hope is that the Heather's Choice adventure menu continues to grow.
I hope we are successful in introducing ourselves to a brand new audience of people who need our products.
I hope I continue to attract the right people to help me grow this business into the legacy it's meant to be.
I hope Heather's Choice continues to serve it's customers in a really meaningful way.
I also hope that my honesty, vulnerability, and transparency in the tank lets other entrepreneurs know that they are not alone in their struggle. Building a business is hard, and I have spoken with countless founders who have found themselves in similar situations that I'm in today. The future is uncertain, and we as founders chose to keep marching forward, painting a picture that no one else can quite see. As one of my business mentors likes to remind me, we are bringing ideas into form, and that takes a ton of work.
If you are on this crazy adventure with us, I want to say, "Thank you!" I am just a gal from Bird Creek, Alaska who had a vision of putting good food in people's packs. That is the horizon line that I am going to keep walking towards.
You can watch our Shark Tank appearance on ABC Season 15 Episode 10.
Heather Kelly is the founder and CEO of Heather’s Choice. She was an NCAA National Champion and CRCA/Pocock All-American in women’s rowing, and hold a degree in evolutionary nutrition. Heather is also a certified eating psychology coach and has coached hundreds of athletes on developing a nutrition plan for optional performance and a healthy, satisfying relationship with food.
Heather lives in Anchorage, Alaska with her boyfriend and business partner Brad, along with their dog Jango. You can likely find her playing with food, building her urban homestead, or rafting rivers in her spare time.
16 comments
Robin Ray
Just Breathe ..you’ve got this..Be kind to Yourself .
Just Breathe ..you’ve got this..Be kind to Yourself .
Molly Kincaid
Hi Heather,
My husband and I have our own coffee roasting business, Aethereal Coffee, in Alaska that focuses on organic toxin free coffee. We live a very natural lifestyle and I appreciate your dedication to quality, healthy ingredients in your meals. I have eaten your meals for years and years and actually donated to your initial go fund me to get started way back. Your food is the only thing I take camping, hiking, fishing, adventuring, whatever. This last year your meals saved us at some busy markets where we were selling coffee for like 8-12 hours with no time to leave the booth for food. Especially at Salmonfest and the State Fair! I have been stressed about some debt our business has accumulated while growing and watching this episode I felt for you. It’s not easy being an entrepreneur who cares about quality! I encourage you to keep on going, keep caring about the quality of your product, and don’t turn your back on those delicious meals! Alaskans weather the storms!
Hi Heather,
My husband and I have our own coffee roasting business, Aethereal Coffee, in Alaska that focuses on organic toxin free coffee. We live a very natural lifestyle and I appreciate your dedication to quality, healthy ingredients in your meals. I have eaten your meals for years and years and actually donated to your initial go fund me to get started way back. Your food is the only thing I take camping, hiking, fishing, adventuring, whatever. This last year your meals saved us at some busy markets where we were selling coffee for like 8-12 hours with no time to leave the booth for food. Especially at Salmonfest and the State Fair! I have been stressed about some debt our business has accumulated while growing and watching this episode I felt for you. It’s not easy being an entrepreneur who cares about quality! I encourage you to keep on going, keep caring about the quality of your product, and don’t turn your back on those delicious meals! Alaskans weather the storms!
Brian
Heather:
I love your products. I agree that the market is not simply backpackers, as the snacks and meals are great for hunters, fishing, boating, cycling, snowmachining, ATVing, etc. People with busy jobs too. In addition to places you already have items for sale, I really think having products available at Cabelas/Bass Pro, AIH, Boondocks, Alaska Ammo, Northern Guns, Mountainview Sports, 3Rivers Fly shop, ACE Hardware, Providence Alaska gift shop, etc would expand exposure. All it takes is trying your products to become a fan.
Hang in there, and if you need a volunteer to help with anything- you have my email.
Heather:
I love your products. I agree that the market is not simply backpackers, as the snacks and meals are great for hunters, fishing, boating, cycling, snowmachining, ATVing, etc. People with busy jobs too. In addition to places you already have items for sale, I really think having products available at Cabelas/Bass Pro, AIH, Boondocks, Alaska Ammo, Northern Guns, Mountainview Sports, 3Rivers Fly shop, ACE Hardware, Providence Alaska gift shop, etc would expand exposure. All it takes is trying your products to become a fan.
Hang in there, and if you need a volunteer to help with anything- you have my email.
Leslie
Again, KEEP ON KEEPING ON.❣PERSEVERANCE & PERSEVERANCE & KEEP the FAITH 💝
Again, KEEP ON KEEPING ON.❣PERSEVERANCE & PERSEVERANCE & KEEP the FAITH 💝
Charles Russell
I’ve been eating your Packroons for years, and I just started using your dehydrated meals while out hunting Elk and Caribou this fall. In my opinion, your meals are top-tier in the dehydrated meal category. There is no other company that honestly compares in taste and quality. As a fellow Alaska, I want you and your stellar company to succeed. We need more companies like yours here in this state! I purchased a week’s worth of dinners for my caribou hunt in August. I will be buying exclusively from your company moving forward. Good luck!
I’ve been eating your Packroons for years, and I just started using your dehydrated meals while out hunting Elk and Caribou this fall. In my opinion, your meals are top-tier in the dehydrated meal category. There is no other company that honestly compares in taste and quality. As a fellow Alaska, I want you and your stellar company to succeed. We need more companies like yours here in this state! I purchased a week’s worth of dinners for my caribou hunt in August. I will be buying exclusively from your company moving forward. Good luck!
jo
I can’t wait for my order to get here, it looks so good. let me know if you ever have any lower carb / high protein versions also.
I can’t wait for my order to get here, it looks so good. let me know if you ever have any lower carb / high protein versions also.
Jim L.
Heather -
I am an entrepreneur myself, now 12 years in business operating a brick and mortar store and producing international gold-medal purified alkaline water. I am moved by your courage and strength as I only worked my business full-time in the first year and then went back to work as an engineer leaving the business to only a part time focus. My employees take care of the day to day business, essentially to support themselves with a paycheck. I am not sure when, or if, I will pull the trigger to work my business full-time again because more investment is needed to expand. Deep down I feel we would be successful if I expanded to the next level, but making that leap is tough. You are an inspiration and I was more moved by your Shark Tank presentation than any other I have seen. I just recently placed my first order with Heather’s Choice and I can’t wait to receive it! Please keep course, it will work for you — I can feel it. And don’t forget to target the survival food market too!
Heather -
I am an entrepreneur myself, now 12 years in business operating a brick and mortar store and producing international gold-medal purified alkaline water. I am moved by your courage and strength as I only worked my business full-time in the first year and then went back to work as an engineer leaving the business to only a part time focus. My employees take care of the day to day business, essentially to support themselves with a paycheck. I am not sure when, or if, I will pull the trigger to work my business full-time again because more investment is needed to expand. Deep down I feel we would be successful if I expanded to the next level, but making that leap is tough. You are an inspiration and I was more moved by your Shark Tank presentation than any other I have seen. I just recently placed my first order with Heather’s Choice and I can’t wait to receive it! Please keep course, it will work for you — I can feel it. And don’t forget to target the survival food market too!
Anne
My partner used to be an obsessed hiker but said he preferred to take top ramen rather than eat the tasteless expensive hiking food that was available. We don’t hike the same anymore, but we are always looking for quick nutritious food for our busy schedule and not always perfect environments. Can’t wait to try our first order and hope to always keep an assortment on hand for whatever occasion. Thanks for hanging in there.
My partner used to be an obsessed hiker but said he preferred to take top ramen rather than eat the tasteless expensive hiking food that was available. We don’t hike the same anymore, but we are always looking for quick nutritious food for our busy schedule and not always perfect environments. Can’t wait to try our first order and hope to always keep an assortment on hand for whatever occasion. Thanks for hanging in there.
Quinton Raburn
I saw the Shark Tank that you were on I was surprised none of them were willing to work with you. I will be ordering some of your food to try and wish you and your company the very best. Just wondering if maybe you have talked to anyone from the military about doing MREs for them?
I saw the Shark Tank that you were on I was surprised none of them were willing to work with you. I will be ordering some of your food to try and wish you and your company the very best. Just wondering if maybe you have talked to anyone from the military about doing MREs for them?
Kim Hinken
I saw you on Shark Tank and I was extremely impressed with your perseverance and courage to ‘go for it’. I have Celiac disease and I struggle to find nutritious and tasty quick meals. Everything out is full of sugar and ingredients I can’t even pronounce. Thank you for staying true to your goals and providing people like me with a healthy option. You got this!
I saw you on Shark Tank and I was extremely impressed with your perseverance and courage to ‘go for it’. I have Celiac disease and I struggle to find nutritious and tasty quick meals. Everything out is full of sugar and ingredients I can’t even pronounce. Thank you for staying true to your goals and providing people like me with a healthy option. You got this!
Dave
I watched you on Shark Tank and empathized with you immediately. I started a business many years ago, struggled to succeed, and made a fine living, eventually selling out. Perseverance will pay off for you as it did for me. Chin up, full speed ahead!
I placed my order the day after I saw you on Shark Tank and hope to be a regular customer.
I watched you on Shark Tank and empathized with you immediately. I started a business many years ago, struggled to succeed, and made a fine living, eventually selling out. Perseverance will pay off for you as it did for me. Chin up, full speed ahead!
I placed my order the day after I saw you on Shark Tank and hope to be a regular customer.
Donna Groth
Heather, if individuals wanted to donate/give financial gifts, how would they do that?
Heather, if individuals wanted to donate/give financial gifts, how would they do that?
Sherry
Watches shark tank and immediately placed an order! Hoping to have it soon! Husband and I spend a lot of time outdoors and are always looking for a high quality food to eat on the boat or at the campground! Congratulations and here’s to your future success!
Watches shark tank and immediately placed an order! Hoping to have it soon! Husband and I spend a lot of time outdoors and are always looking for a high quality food to eat on the boat or at the campground! Congratulations and here’s to your future success!
Hannah
I have no way of watching Shark Tank because I don’t have a TV provider, so I have no idea what happened. But I can tell you: I found your meals when looking for something DIFFERENT for breakfast (you can only have so many variations on berry oatmeal) to eat when I’m at an endurance horseback ride. When I’m out for 8+ hours on my horse, I need quick, tasty fuel in the morning, easy to eat snacks on the trail that fit in my small saddle packs (I discovered the packaroons quite by accident for that, I think I got one as part of a promo, and promptly ordered a ton more), and then something high calorie and tasty after the ride. I’m not a backpacker. I never will be (I have a horse, why would I hike?). But I, for one, would be incredibly sad to have to go back to boring, berry oatmeal and very dried out granola bars.
I have no way of watching Shark Tank because I don’t have a TV provider, so I have no idea what happened. But I can tell you: I found your meals when looking for something DIFFERENT for breakfast (you can only have so many variations on berry oatmeal) to eat when I’m at an endurance horseback ride. When I’m out for 8+ hours on my horse, I need quick, tasty fuel in the morning, easy to eat snacks on the trail that fit in my small saddle packs (I discovered the packaroons quite by accident for that, I think I got one as part of a promo, and promptly ordered a ton more), and then something high calorie and tasty after the ride. I’m not a backpacker. I never will be (I have a horse, why would I hike?). But I, for one, would be incredibly sad to have to go back to boring, berry oatmeal and very dried out granola bars.
Derek
Heather
I love what you are doing and also see so much opportunity. For me I spend a tonne of time in the back country and will be bulking up on your packs. And…I intend to use them as my primary travel food. I hate the expensive, very average food in airports and on planes. I will always have PACs of these with me so I can get some free hot water and enjoy. I’m super psyched about that for travel. I wish I could just grab some of the shelf from the closest safeway or convenience store for just that. Thank-you for your persistence and passion for what you do.
Heather
I love what you are doing and also see so much opportunity. For me I spend a tonne of time in the back country and will be bulking up on your packs. And…I intend to use them as my primary travel food. I hate the expensive, very average food in airports and on planes. I will always have PACs of these with me so I can get some free hot water and enjoy. I’m super psyched about that for travel. I wish I could just grab some of the shelf from the closest safeway or convenience store for just that. Thank-you for your persistence and passion for what you do.
Lynne Whitaker
I already ordered and emailed a comment, but I wanted to say it again OUTLOUD.
One of the most successful companies that I am aware of is Bombas. The model of buy one donate one is a “feel good” platform for everyone – everyone gets to feel really great about participating in sharing or receiving basic needs.
I truly believe at my core, that your business could do something similar (it actually woke me up again for the 3rd night in a row, so I am honoring the “nudge”).
Perhaps the model needs to be changed. Maybe for every 5 items bought, 1 of the same gets donated to the homeless or hungry, if the 1 for 1 model is too steep. I don’t believe it would hinder you I think it would propel you even more, but only you know your business and what it can do.
There are so many people without and from the expressions on the shark’s faces your food is really good – who can’t benefit from a warm meal and good nutrition. Bomba’s socks and t-shirts to clothe and Heather’s meals to feed – what could be better than that!
I am glad you “hung in” until your air date – you and your “team” are on the way.
Blessings to all of you, thanks and I can’t wait to try your food!
I already ordered and emailed a comment, but I wanted to say it again OUTLOUD.
One of the most successful companies that I am aware of is Bombas. The model of buy one donate one is a “feel good” platform for everyone – everyone gets to feel really great about participating in sharing or receiving basic needs.
I truly believe at my core, that your business could do something similar (it actually woke me up again for the 3rd night in a row, so I am honoring the “nudge”).
Perhaps the model needs to be changed. Maybe for every 5 items bought, 1 of the same gets donated to the homeless or hungry, if the 1 for 1 model is too steep. I don’t believe it would hinder you I think it would propel you even more, but only you know your business and what it can do.
There are so many people without and from the expressions on the shark’s faces your food is really good – who can’t benefit from a warm meal and good nutrition. Bomba’s socks and t-shirts to clothe and Heather’s meals to feed – what could be better than that!
I am glad you “hung in” until your air date – you and your “team” are on the way.
Blessings to all of you, thanks and I can’t wait to try your food!