Dear FoundHer...Real Founder Stories for Women Small Business Owners

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Most women startup founders know they should be using AI. Knowing where to actually start is a completely different problem. In this episode of Dear FoundHer, Lindsay Pinchuk sits down with Dr. Nici Sweaney, global AI authority and founder of AI Her Way, to make that starting point finally feel manageable. Dr. Sweaney has advised over 60 organizations on AI adoption, built a seven-figure company around ethical AI education, and has spent the last two years teaching female founders how to use these tools in ways that actually work for their businesses. If you have opened ChatGPT once, felt overwhelmed, and then closed it, this episode is for you.

Dr. Sweaney shares one of the most grounded real founder stories about building something significant from scratch with no business background, and she connects that experience directly to how she teaches AI. Her core framework is simple: stop thinking about these tools as software and start thinking about them as a blank-slate intern who needs context, direction, and clear expectations before you can trust them to represent your brand. She covers how to set up your chats, how to protect your data and your clients, how to use AI as a genuine thought partner when growing a business starts to feel isolating, and why she recently made the switch to Claude. What it's really like to be a founder, she says, is figuring things out in real time, and AI done well is just one more tool that lets you do that faster and with less weight on your shoulders.

This episode is for any woman who wants to start using AI with confidence but has no idea where to begin, and equally for the female founders who have been dabbling but suspect they are barely scratching the surface. Dr. Sweaney is direct about the ethical dimension too: these tools are designed to please you, which means your own critical thinking has to stay in the room every single time. Right now there is a narrow window to get ahead of this, and the women who move first, thoughtfully and on their own terms, are the ones who will not be playing catch-up later.

Episode Breakdown:

00:00 AI for Small Business Success with Dr. Nici Sweaney,

01:57 Career Pivots: From Academia to AI Entrepreneurship

06:55 What AI Her Way Offers to Women Startup Founders

08:52 Understanding AI vs Generative AI

13:19 Training AI Like a Blank Slate Intern

18:24 Practical Ways Women Entrepreneurs Can Use AI

22:43 Why Claude Is Dr. Sweeney’s Favorite AI Tool

26:06 Best Practices for Using AI Confidently

30:25 What Ethical AI Really Means

35:12 Inside the AI for Impact Hub

38:15 Building a Seven-Figure Business with AI

41:35 Three Essential AI Tips for Female Founders

Connect with Dr. Nici Sweaney:

Access a free 14-day trial of Dr. Nici Sweeney’s Gen AI Essentials course: https://pages.aiherway.com.au/14-day-gen-ai-dear-foundher

Dr. Nici’s Instagram: https://www.instagram.com/ai_herway/

Get on the waitlist for Marketing Made Simple for Small Business: https://lindsaypinchuk.myflodesk.com/waitlist

Follow Dear FoundHer on Instagram: http://www.instagram.com/dearfoundher

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Get actionable strategies for your business delivered weekly to your inbox. Subscribe to The FoundHer Files. No fluff. No gatekeeping. Just what works...because we're better together. SUBSCRIBE HERE.

In this episode, host Lindsay Pinchuk emphasizes the critical role of community in business, sharing personal experiences and insights on how a strong community can provide support, resilience, and connection. She discusses the importance of authenticity and standing up for one's values, especially in the face of adversity. Lindsay also offers practical steps for building a community that fosters trust and collaboration, ultimately highlighting that community is an essential asset for any entrepreneur.

Female Founded Businesses We Love mentioned in this episode:

ThirdLove Organic Cotton Cloud T-Shirt Bra

Do Be Fit LLC

Chicago Northshore Moms

perfectwhitetee Ziggy Sweatshirt

Resources + Links:

• SWEEP: How One Framework Helped Me Launch a Top 1% Podcast
• Subscribe to our weekly newsletter on Substack: The FoundHer Files
• Want support, strategy, and a powerful network? Join the Dear FoundHer… Forum
• Have a question about growing without a budget or landing partnerships? DM Lindsay @dearfoundher on Instagram.

If you enjoyed this episode:

Please rate, review, and share Dear FoundHer... with another woman business owner who needs to hear this. And don’t forget to subscribe so you never miss a no-fluff, all-strategy conversation.

Hosted on Acast. See acast.com/privacy for more information.

Subscribe to The FoundHer Files: No fluff. No gatekeeping. Just what works… because we’re better together.

Heidi Zak took a bra that didn’t fit and turned that frustration into ThirdLove, a DTC brand that challenged an industry dominated by one player and proved that listening to women could transform everything about how a product is made, marketed, and sold.

For her 300th episode, Lindsay Pinchuk chose a woman startup founder whose story embodies exactly what Dear FoundHer is built on. Heidi walks through the decisions that defined ThirdLove's early years, from leaving corporate and bootstrapping on savings, to spending months finding a manufacturer willing to work with an unknown brand, to pushing through on half-cup sizing after being told it was a stupid idea. When the company was running out of money and struggling to acquire customers, the team went back to their research and found the real problem was not price. Women didn't trust bra brands. That insight became Try Before You Buy, a program so radical in 2015 that it required complete belief in the product. Eighty percent of women kept the bra. Heidi also talks through the scaling challenges that came after, including an on-demand manufacturing experiment across 60-plus sizes that cost them real time and money before they walked it back, and what learning from failure actually looks like when inventory and cash are both on the line.

This episode is for founders who are early in the build and trying to do too much alone. Heidi closes with three things she wishes she had done sooner: test the smallest version of your idea first, make sure you can see yourself doing this for fifteen years, and use your network before you think you need it. She waited too long on all three, and she is direct about what that cost her.

Episode Breakdown:

00:00 Introducing Heidi Zak

06:19 Heidi Zak’s Founding Story of ThirdLove

14:01 Launching the First Product Line and Market Strategy

19:35 Creating Half-Cup Sizes and Disrupting the Bra Industry

24:08 Building Trust and Driving Customer Acquisition

32:01 How Customer Feedback Shaped ThirdLove’s Growth

36:17 Lessons Learned from Failed Experiments

38:56 ThirdLove’s Current Status and Future Plans

Connect with Heidi Zak:

Follow ThirdLove on Instagram

Follow Heidi Zak on Instagram

Subscribe to The FoundHer Files: No fluff. No gatekeeping. Just what works… because we’re better together.

Join our online networking community, the Dear FoundHer... Forum

Follow Dear FoundHer on Instagram

Don’t forget to follow Lindsay on Instagram

Podcast production and show notes provided by HiveCast.fm

Hosted on Acast. See acast.com/privacy for more information.

Get actionable strategies for your business delivered weekly to your inbox. Subscribe to The FoundHer Files. No fluff. No gatekeeping. Just what works...because we're better together. SUBSCRIBE HERE.

In this episode, Lindsay Pinchuk reflects on the journey of her podcast, Dear FoundHer..., as it approaches its 300th episode. She shares the evolution of the podcast into a supportive community for women entrepreneurs over 40, highlighting key lessons learned from her interviews with inspiring female founders. Lindsay emphasizes the importance of trusting one's intuition, staying true to one's mission, and the power of community in building successful businesses. She also offers personal reflections on her growth and the impact of the community on her life.

Female Founded Businesses We Love mentioned in this episode:

Odele Beauty: You can check out Founder, Lindsay Holden on the podcast, and make sure you show them some love.

Shop Chunky:  Check them out and show her some love.

Adulting 101 Masterclass: Show her some love here.

Rebecca Minkoff Frankie Mini Woven Tote: You can check out our conversation on the podcast here. Don’t forget to show her some love.

The Write Stop: Show her some love here.

Resources + Links:

• SWEEP: How One Framework Helped Me Launch a Top 1% Podcast
• Subscribe to our weekly newsletter on Substack: The FoundHer Files
• Want support, strategy, and a powerful network? Join the Dear FoundHer… Forum
• Have a question about growing without a budget or landing partnerships? DM Lindsay @dearfoundher on Instagram.

If you enjoyed this episode:

Please rate, review, and share Dear FoundHer... with another woman business owner who needs to hear this. And don’t forget to subscribe so you never miss a no-fluff, all-strategy conversation.

Hosted on Acast. See acast.com/privacy for more information.

Subscribe to The FoundHer Files for weekly no-fluff business tips for women 40+ building on their own terms. 

Erica Groussman went from zero sales and deep debt to getting TRUBAR into Whole Foods, Target, and thousands of stores across North America, all by staying committed to a vision she wasn’t willing to give up on.

In this episode, Lindsay Pinchuk talks with Erica about how a simple desire for a clean, delicious protein bar led to one of the fastest-growing plant-based snack brands on the shelf. Erica shares what those early days really looked like, driving around with samples in the backseat, asking salons and yoga studios to take a chance on her product, and putting marketing expenses on her personal credit card. She also opens up about the moment everything nearly fell apart after bringing in a partner who mismanaged the business, and what it took to take back control and keep going.

Where do you draw the line between persistence and letting go? How do you rebuild when trust is broken and the money has run out? Erica talks through those moments with honesty, alongside the decisions that helped her move forward, building supplier relationships, testing in-store demos, and staying close to the product every step of the way. Her story is a grounded look at what it really takes to grow something from nothing and keep it alive through the hard parts.

Episode Breakdown:

00:00 Introduction

04:15 How TRUBAR Got Started

08:44 Recovering from Financial Failure

11:08 Breaking Into Whole Foods

14:51 TRUBAR’s Retail Expansion

19:05 From Three People to a National Team

20:40 Scrappy Marketing and Product Trial

24:18 Getting Acquired by a Public Company

27:31 The Long-Term Vision for TRUBAR

33:43 Advice for Aspiring Founders

Connect with Erica Groussman:

http://www.instagram.com/ericatrubar

http://www.instagram.com/trubar.brands

Subscribe to The FoundHer Files: No fluff. No gatekeeping. Just what works… because we’re better together.

Join our online networking community, the Dear FoundHer... Forum:

https://www.dearfoundher.com/dear-foundher-forum

Follow Dear FoundHer on Instagram: http://www.instagram.com/dearfoundher

Don't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchuk

Podcast production and show notes provided by HiveCast.fm

Hosted on Acast. See acast.com/privacy for more information.

Lindsay Pinchuk is re-launching her newsletter, The FoundHer Files on Substack! No fluff. No gatekeeping. Just what works… because we’re better together. Make sure you subscribe for simple business and marketing tips designed for actual growth. SUBSCRIBE HERE. 

Two former Lululemon insiders took a conversation in a Vancouver hot tub and turned it into a multi-million dollar DTC swimwear brand built on real product expertise, trust in their partnership, and a clear vision of what women actually need in a swimsuit.

In this episode, Lindsay Pinchuk talks with Laura Low Ah Kee and Shannon Savage, the co-founders of Left On Friday, about how they pulled from over a decade of product experience at Lululemon to rethink what swimwear could be. Why were there still no suits that worked for movement and looked good too? What would happen if they applied everything they knew about fit, fabric, and function to a category that had barely evolved? That spark of an idea eventually became a focused product line, a growing team, and a brand that’s now seen on Olympic athletes and Gwyneth Paltrow alike.

Laura and Shannon share what it looked like to build their DTC business from the ground up using their own money, the value of starting small and negotiating smart, and how they’ve stayed committed to growth that’s intentional and sustainable. You’ll hear how they used their own networks, leaned on past experience, and figured out what to outsource along the way. They didn’t just chase hype. They built something they wanted to last.

If you’ve ever wondered how to turn deep experience into a brand with staying power, or how to balance vision with execution, this is the kind of conversation that makes you stop and think. What would you build if you fully trusted what you already know?

Episode Breakdown:

00:00 Meet the Founders of Left On Friday

03:22 The Hot Tub Conversation That Sparked a Brand

07:48 From Lululemon to DTC: Using Experience to Fill a Market Gap

15:15 Bootstrapping with $150K and Building for Longevity

22:24 Profitability, Growth, and Staying Power in DTC

33:35 Advice for Female Founders Ready to Start

Connect with Laura Low Ah Kee & Shannon Savage:

https://www.instagram.com/lowaks/

https://www.instagram.com/shansavage/

https://www.instagram.com/leftonfriday/

Subscribe to The FoundHer Files: No fluff. No gatekeeping. Just what works… because we’re better together.

Join our online networking community, the Dear FoundHer... Forum:

https://www.dearfoundher.com/dear-foundher-forum

Follow Dear FoundHer on Instagram: http://www.instagram.com/dearfoundher

Don't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchuk

Podcast production and show notes provided by HiveCast.fm

Hosted on Acast. See acast.com/privacy for more information.

Lindsay Pinchuk is re-launching her newsletter, The FoundHer Files on Substack! No fluff. No gatekeeping. Just what works...because we're better together. Make sure you subscribe for simple business and marketing tips designed for actual growth. SUBSCRIBE HERE.

We're rerunning this episode as Katie Sturino's debut novel, "Sunny Side Up". hits bookshelves adn the best-sellers list nationwide. Host, Lindsay Pinchuk shares that this is one of her favorite episodes of the podcast, and as she's currently on vacation, she chose to share this in celebration of Katie's big news.

In this episode, Katie opens up about the transition from working in public relations to becoming an entrepreneur, taking Megababe from her parents’ garage to major retailers like Walmart. She talks about the importance of authenticity, community, and staying true to her mission of body positivity and empowering people of all shapes and sizes. Katie also shares insights into her strategic marketing efforts and how her viral series, #SupersizeTheLook, has strengthened her influence in the body acceptance movement.

As Katie shares practical advice for founders, she also stresses the value of hiring the right team and testing your ideas before going all in. What does it really take to push through when things don’t happen overnight? Katie’s story reminds us that persistence and finding the right audience are key. 

Connect with Katie Sturino:

https://www.tiktok.com/@katiesturino?lang=en

http://www.instagram.com/katiesturino

http://www.instagram.com/megababe

https://lindsaypinchuk.myflodesk.com/foundherfridays

SUBSCRIBE TO OUR NEWSLETTER, The FoundHer Files on Substack and check out today's edition on repurposing your content.

Make sure you follow Dear FoundHer... on Instagram

Podcast production and show notes provided by HiveCast.fm

Hosted on Acast. See acast.com/privacy for more information.

Do you want more simple marketing strategies? Lindsay Pinchuk is re-launching her newsletter, FoundHer Files, this week on Substack! No fluff. No gatekeeping. Just what works...because we're better together. SUBSCRIBE HERE.

Episode Summary:

In this episode, Lindsay Pinchuk pulls back the curtain on how she built her first company, Bump Club and Beyond, from a $500 personal investment into a 7-figure, nationally recognized brand — without a marketing budget, a big team, or going viral.

Lindsay shares the scrappy, strategic, and community-first approach that led to 3 million monthly impressions, six-figure brand partnerships, and eventually, a successful acquisition. If you're a woman over 40 starting or scaling a business and wondering if it's too late or too costly — this is your permission slip to build it your way.

Whether you're just starting out or looking to grow smarter, you'll walk away with real, actionable takeaways that don't require ad spend or hype — just intention, connection, and consistency.

In this episode, you’ll learn:

• Why showing up as yourself is your best marketing strategy
• How to build a community first — and let the revenue follow
• Why value beats vitality (and how to deliver it consistently)
• The power of trade partnerships and organic growth
• How integrity builds trust — and trust builds long-term success
• Why you don’t need a big audience or big budget to grow
• The importance of email, feedback, and scrappy momentum
• What most people get wrong when they focus only on revenue

Resources + Links:

• Grab Lindsay’s free download: The FoundHer’s Blueprint for Building a Business Without Burning Out
• Subscribe to our weekly newsletter on Substack: The FoundHer Files
• Want support, strategy, and a powerful network? Join the Dear FoundHer… Forum
• Have a question about growing without a budget or landing partnerships? DM Lindsay @dearfoundher on Instagram.

If you enjoyed this episode:

Please rate, review, and share Dear FoundHer... with another woman business owner who needs to hear this. And don’t forget to subscribe so you never miss a no-fluff, all-strategy conversation.

Hosted on Acast. See acast.com/privacy for more information.

If you're a woman business owner over 40, join the Dear FoundHer... Forum to find support, advice, resources and mentorship—JUST FOR YOU. It’s all inside, without the gatekeeping and without the overwhelm.

Ashley Thompson transformed cold oatmeal into a powerhouse brand sold in over 12,000 retail locations, scaling MUSH from a farmers market stall to a national favorite with the help of a pivotal Shark Tank deal. Joining Lindsay Pinchuk in this episode, the MUSH founder shares how she left a fast-track finance career at Goldman Sachs at 24 to build a mission-driven business from the ground up, without a business plan, outside funding, or prior food experience.

Ashley recounts the early hustle of handmaking oats in her kitchen, demoing at local shops, and delivering products herself, all while using direct customer feedback to refine the brand. She explains how MUSH landed on Whole Foods shelves, survived a Shark Tank-fueled surge that nearly shut down the business, and ultimately scaled through smart automation and a disciplined, capital-efficient approach.

This episode shows what shaped Ashley’s choices as MUSH grew, from holding off on new products for years to building a team that could support large-scale growth across Target, Costco, and Kroger. She explains what helped her stay focused, how she made decisions with limited resources, and what she’s still learning about leading a brand at scale. If you’re building something from the ground up, there’s a lot here to sit with… and you won’t want to miss it!

Episode Breakdown:

00:00 From Farmers Markets to 12,000 Retail Locations

04:20 Quitting Goldman Sachs to Build MUSH from Scratch

14:45 Getting into Whole Foods and Landing a 10-Store Trial

19:25 Shark Tank Deal with Mark Cuban and Sudden Growth

24:35 Surviving the Post-Shark Tank Chaos

29:25 Why MUSH Focused on Retail Over DTC

34:05 Launching Protein Bars and Expanding the Product Line

39:00 Marketing Strategy Behind a National Health Brand

Connect with Ashley Thompson:

https://www.instagram.com/mush

We’re re-launching our newsletter this summer! Sign up here to have it sent straight to your inbox.

Join our online networking community: Dear FoundHer Forum: https://www.dearfoundher.com/dear-foundher-forum

Follow Dear FoundHer on Instagram: http://www.instagram.com/dearfoundher

Podcast production and show notes provided by HiveCast.fm

Hosted on Acast. See acast.com/privacy for more information.

Do you want more simple marketing strategies? Lindsay Pinchuk is re-launching her newsletter, FoundHer Files, this week on Substack! No fluff. No gatekeeping. Just what works...because we're better together. SUBSCRIBE HERE.

The year 2025 is officially HALF OVER. BUT, there is still a lot of runway left in front of us. In this episode, Lindsay Pinchuk shares 20 practical strategies for entrepreneurs to effectively achieve their business goals by the end of 2025. The conversation emphasizes the importance of reflection, planning, and taking actionable steps to ensure a successful finish to the year. Key strategies include checking in on goals, automating tasks, enhancing marketing efforts, and prioritizing personal well-being.

Everyone listening can do every single one of these strategies---none of them are complicated. Take a listen and then try to implement one or two per week for the rest of the summer.

Join the Dear FoundHer Forum to build and grow your business alongside other women entrepreneurs 40+, just like you: https://www.dearfoundher.com/dear-foundher-forum

Don't forget to follow Lindsay and Dear FoundHer... on Instagram.

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