Two hours into their first Nashville event, the line still hadn’t died. That moment convinced Jimmy Feeman to go all-in with his co-founder and wife, Megan, on a wild idea: build a dessert brand from scratch and figure out the financing on the fly. What followed was a raw, unfiltered journey—from maxed 0% APR credit cards and DIY build-outs to packed scoop shops, an SBA Express loan, a pandemic pivot to DTC, and a hard-won return to franchising with a smarter capital stack.
We walk through the decisions that moved the needle and the ones that cost time and money. Jimmy breaks down unit economics at the jar level, why franchising can be a financing strategy, and how to use debt for inventory and equipment while reserving equity for marketing and R&D. He shares the reality of CPG cash cycles—terms, invoice factoring, PO financing, slotting fees, and deductions—and why growing only as fast as your customers fund you can be the most sustainable path. We also get candid about the vendor traps, misaligned incentives, and the absence of mentorship that made early wins harder than they needed to be.
Underneath the numbers is a playbook built on communication and resilience. Jimmy explains how a shared operating rhythm with his co-founder kept decisions clean, roles clear, and momentum steady—even when shutting stores, litigating leases, and rebuilding channels from zero. Now, with a proven scoop shop model, a refined franchise process, and SBA-ready candidates, the team is scaling slowly and intentionally, matching capital to its best use and protecting cash along the way.
If you’re a founder weighing franchising vs. CPG, wrestling with CAC, or wondering how to assemble a real capital stack, this conversation will sharpen your plan. Subscribe, share this with a builder who needs it, and leave a review with your biggest financing lesson—we’ll feature our favorites next week.
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