We recently connected with Sierra Craig and have shared our conversation below.
Sierra, looking forward to hearing all of your stories today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?
The Main Squeeze was born while I was working my full time job and at the time was running a previous business. I would take pressed juices to work and my co-workers would always inquire about trying them or placing orders with me, and just like that, I started The Main Squeeze. I’ve always loved cooking, making smoothies and juices had become my latest obsession. But when I started taking orders I had no recipes or done any research to put the recipes together.
After taking orders, I spent my time researching what kind of juices I would like on the menu, what kind of benefits I wanted to provide my customers, and how to make them taste good. Since the first order it was up from there. I previously had branding experience so i was able to design my logo and brand exactly how I wanted it. I spent countless nights trying different recipes to incorporate health benefits and great taste, and researching so I could use education as a way to connect with my customers.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
My name is Sierra Craig and I founded The Main Squeeze because I wanted to be able to share an easy and convenient way to incorporate a healthy, life changing habit into peoples lifestyles. When I began juicing for myself, it was a way that I could take care of myself even while being busy and on-the-go, long as I had spent the time preparing the juices for myself. It was something I could feel good about and a way to incorporate some self-love and care in my daily routine. The juices made me feel great and were also delicious so I decided to share that love.
At The Main Squeeze I strive to provide my customers with an experience, not just juice. I use education to make sure that I can provide my customers with the nutritional needs they are looking for, I also stress the importance of creating an inclusive environment. No matter where someone is on their health journey we have something for them at The Main Squeeze.
Over the years, the most fulfilling aspect of operating The Main Squeeze has been the relationships that I have developed with customers. I have watched many start with one small lifestyle change and eventually they transform the minds and bodies and it inspires me daily. As The Main Squeeze continues to grow I look forward to establishing and building more relationships with our community.
Can you share a story from your journey that illustrates your resilience?
Since I started my business in 2018, I have always had a full time job. If anyone is familiar with juicing, we know, the final product is nice and convenient but the process is a ton of leg work. I often had to sacrifice time with friends and family to juice, especially when I would do events like farmers markets and pop-ups. It sometimes felt like I was doing so much work and had to ask myself why. Other than loving sharing juice and the relational aspect, what was next? Even though I wasn’t sure I knew I couldn’t abandon The Main Squeeze and hiring someone just wasn’t possible for me. So I examined my process, blocked off specific times to juice and time to rest and things got much better. Once you find a “system” for your business you will surprised how seamless things can get! Keep pushing.
Can you tell us about a time you’ve had to pivot?
Recently becoming a first time mom has caused my entire life to pivot. After such a monumental experience it had me rethink everything. I am currently still employed full time and with the responsibility of my son I really contemplated the future of The Main Squeeze. However, I decided that I couldn’t give up and to jump out there and pursue another level of expanding my business. My new life has motivated me to take risks and go after the things that really speak to my heart and to not be afraid. I am happy to say that because of that motivation I recently started applying for grants and other things to take The Main Squeeze to the next level. I was recently awarded a small business grant from BGE that is an amazing start in our next chapter. The future is looking bright and I am grateful for the pivotal moments that got me here.
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