We were lucky to catch up with Erin Fangmann and Kate Marsh recently and have shared our conversation below.

Hi Erin and Kate, thanks for joining us today. It’s always helpful to hear about times when someone’s had to take a risk – how did they think through the decision, why did they take the risk, and what ended up happening. We’d love to hear about a risk you’ve taken.

One of the biggest risks we took as founders was turning a simple kitchen-table conversation into a full-blown business and movement. The idea for Little Blue Cart actually began when Kate recommended a local photographer to me, and my first question wasn’t about style or service — it was “but who did she vote for?” That moment made us realize how deeply our purchasing choices reflect our values, and we began to imagine a world where people could intentionally shop in alignment with their beliefs rather than defaulting to big-box platforms.

At the time, the idea felt both exciting and uncertain. We were military spouses, constantly moving, juggling careers, kids, and everything else life throws at you. But we also had over 30 years of combined small business experience — and we knew what it took to persevere. Still, launching a progressive business directory in a crowded e-commerce world was a real leap of faith. There was no guarantee that consumers would adopt the concept, that businesses would join, or that we could even bootstrap it long enough to find traction.

We decided to act on that belief anyway. We built the first version of Little Blue Cart with our own hands, relying on grit and resilience more than funding or certainty. What started as a vetted directory has grown into a community movement connecting shoppers with values-aligned businesses — and most recently expanded into Little Blue Market, a full marketplace that makes it easier than ever for conscious consumers to support small makers who stand for equality, democracy, and freedom.

Looking back, that risk didn’t just pay off in growth or numbers. It taught us that turning your convictions into action, even when it feels uncertain, can create real change. Every business we list and every purchase our community makes reinforces that moving forward with intention can build something meaningful and lasting.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Little Blue Cart was born from a very real, very personal question: Can we shop in alignment with our values?

As military spouses who have moved frequently and built businesses of our own, we have always understood the power of small business. Between the two of us, we bring more than 30 years of combined entrepreneurial experience. We know what it feels like to build something from the ground up, to depend on community support, and to want customers who truly believe in what you stand for.

The idea for Little Blue Cart began during a simple conversation about hiring a photographer. Before even discussing pricing or availability, the question became, “Do our values align?” That moment sparked a realization that many consumers want to be intentional about where they spend their money but don’t always have an easy way to identify businesses that reflect their beliefs. We saw a gap, and decided to fill it.

We started with a vetted directory of values-aligned small businesses, creating a space where shoppers could confidently connect with entrepreneurs who support equality, inclusion, democracy, and community. As the community grew, so did the need for something more dynamic. That led to the launch of Little Blue Market, a marketplace designed to make intentional shopping even easier by allowing customers to purchase directly from small businesses in one centralized space.

Today, we provide two primary services:
• A curated business directory that increases visibility and exposure for small businesses
• A growing online marketplace that connects conscious consumers with makers and shop owners
The problem we solve is twofold. For shoppers, we remove the uncertainty around where their dollars are going and make it simple to shop according to their values. For small businesses, we provide exposure, marketing support, and a community that understands the challenges of entrepreneurship, especially in uncertain economic and political climates.

What sets us apart is that we are not just a platform. We are founders who have sat on both sides of the table. We know what it feels like to need sales. We know what it feels like to wonder if your marketing is working. We know what it feels like to build while raising families and navigating relocations. That empathy shapes everything we create.
We are also deeply community-driven. We host masterminds for our shop owners, provide collaborative marketing opportunities, and prioritize connection over competition. Our growth has been grassroots and relationship-focused, which means our foundation is built on trust rather than transactions.

What we are most proud of is the community itself. Watching small businesses gain visibility, make sales, form collaborations, and feel supported is incredibly meaningful. We are proud that what started as a conversation has grown into a movement of people who believe their purchasing power matters.

The most important thing we want people to know is this: Little Blue Cart is about intentional impact. Every listing, every shop, and every purchase represents a choice to support real families and real values. We are building something bigger than a directory or marketplace, we are building a community that believes in shopping their values.

And we are just getting started.

Have you ever had to pivot?

Over the past 25 years, both Kate and I have learned the value of adaptability, both personally and professionally. Personally, being a military family has required us to pivot frequently, adjusting to new locations, communities, and circumstances.

From a business perspective, when we first started Little Blue Cart, our vision was to create a directory. Almost immediately, we were hearing from business owners who wanted a marketplace built around the same values. Listening to that feedback, we pivoted to expand Little Blue Cart into a full marketplace, maintaining our core principles while meeting the evolving needs of our community. This experience reinforced the importance of flexibility, responsiveness, and aligning business offerings with the needs of those you serve.

What’s been the most effective strategy for growing your clientele?

The most effective strategy for growing Little Blue Cart is building on the strong foundation we’ve established while staying true to our values. By personally engaging with small businesses, demonstrating the value of our marketplace, and maintaining our commitment to integrity and community, we can grow thoughtfully and sustainably. Empowering a motivated, commission-based sales team and amplifying our presence through marketing allows us to scale while keeping the focus on supporting the businesses we serve.

Contact Info:

• Website: https://LittleBlueCart.com
• Instagram: @little.blue.cart
• Facebook: shoplittlebluecart
• Youtube: @LittleBlueCart
• Other: TikTok- littlebluecart
  Threads- @little.blue.cart

Image Credits

The professional shot was taken by KZ Wentzel.Photography and the remaining four are ones we took.