Side Hustle Spotlight: Nikki Seaman and Freestyle Snacks

In the vibrant landscape of entrepreneurship, Nikki Seaman stands out as a beacon of innovation and resilience. At just 29 years old, this Atlanta-based entrepreneur has carved a niche for herself with her olive brand, Freestyle Snacks. In this article, we delve into her inspiring journey, the challenges she faced, and the lessons she learned along the way.

The Genesis of Freestyle Snacks

Nikki’s entrepreneurial journey began in 2021, during the pandemic, when traditional olive bars in grocery stores were shut down. Frustrated by the lack of quality and convenience in the olive aisle, she decided to create a more enjoyable way to consume olives. This moment of inspiration led to the birth of Freestyle Snacks, a brand dedicated to making olives accessible and delightful for everyone.

From Externship to Entrepreneurship

Before launching her side hustle, Nikki was on an externship from her management consulting job at Bain & Co., where she was leading special projects at Whisps Cheese Crisps. This background in consulting provided her with a strong foundation in project management and strategic thinking, which would later prove invaluable in her entrepreneurial endeavors.

Laying the Groundwork

Nikki’s first steps in launching Freestyle Snacks involved extensive market research. She immersed herself in consumer data, utilizing Mintel reports and conducting surveys to gauge demand. Standing in grocery store aisles, she interviewed over 200 olive enthusiasts to understand their preferences. This hands-on approach helped her validate her business idea before investing significant resources.

With a budget of around $50,000 from her savings, Nikki partnered with co-packers to bring her vision to life, covering everything from packaging design to the first production run.

Building a Supportive Community

One of the key resources that Nikki found invaluable was the community of fellow entrepreneurs. She actively sought out connections with other Consumer Packaged Goods (CPG) founders, learning from their experiences and insights. The Startup CPG community became a vital support network, providing encouragement and guidance as she navigated the challenges of starting her business.

Learning from Experience

Reflecting on her journey, Nikki wishes she had built a stronger support system earlier on. In the beginning, she wore many hats—shipping samples, managing finances, and answering customer inquiries—often late into the night. This scrappy approach, while necessary, was also draining. She learned the importance of delegating tasks and brought on virtual assistants who significantly eased her workload.

Navigating Challenges

Every entrepreneur faces hurdles, and Nikki’s journey was no exception. One significant challenge arose when a packaging order arrived with defects. After packing thousands of products, she discovered holes near the resealable zippers. Quick thinking and decisive action allowed her to expedite a new order and implement rigorous testing protocols for future supplies.

Achieving Revenue Milestones

Nikki’s innovative approach paid off quickly. Instead of following the traditional farmers market route, she launched Freestyle Snacks online and saw immediate success, selling over $10,000 worth of products within the first two days. However, consistent revenue only materialized after a year, once her products were stocked in major retailers.

Today, Freestyle Snacks is available in approximately 5,000 retail locations, including Whole Foods, Target, CVS, and Harris Teeter. The brand has achieved six-figure monthly sales, driven by strong retail velocity and a high repeat purchase rate.

A Day in the Life

Transitioning from a side hustle to a full-time commitment, Nikki now dedicates her days to Freestyle Snacks. Working from her home office and occasionally out of her garage, she manages operations, sales outreach, strategy, and content creation. Her weekends are often lighter, allowing her to catch up on administrative tasks and conduct store visits.

The Joy of Entrepreneurship

What fuels Nikki’s passion for her business is the joy of creating something from scratch and witnessing its impact on customers. She finds fulfillment in hearing how Freestyle Snacks has become an essential part of people’s diets, especially those who previously disliked olives.

Words of Wisdom

Nikki’s journey has taught her that success in entrepreneurship requires grit, passion, and perseverance. She emphasizes the importance of focusing on incremental improvements, stating, "I like to stay grounded by focusing on being 1% better each day." This mindset has helped her navigate the inevitable challenges and rejections that come with building a business.

Conclusion

Nikki Seaman’s story is a testament to the power of innovation, community, and resilience in entrepreneurship. As she continues to grow Freestyle Snacks, her journey serves as an inspiration for aspiring entrepreneurs everywhere. For those looking to explore creative side hustle ideas and strategies for success, consider subscribing to the Money Makers newsletter for more insights and stories like Nikki’s.