Advice Line with Angie & Dan Bastian of Angie's BOOMCHICKAPOP

Angie and Dan Bastian of Angie's Boom Chicka Pop know the toll of scaling. Today they help three founders navigate dilemmas.

Caller 1: Michelle Pusateri & Nana Joe's Granola

Michelle Pusateri grew Nana Joe's Granola to $2.2 million with her own San Francisco factory. After fifteen years bootstrapping, she needs $1–2 million to hire sales, launch marketing, and automate. But investors have misaligned values—one wanted extra equity at signing, another insisted she drop organic certification. How does she find partners who accelerate her mission?

Dan says minority deals exist; their own investor Sherbrooke Capital never changed the company's direction. Angie stresses that values-aligned capital is out there; your job is to communicate your why relentlessly. They also recommend bringing in a mentor or advisor who's already exited natural foods—someone who can open doors to Kroger or Costco without taking equity. Most of all, Michelle must lead every pitch with her personal story; she's the brand's best storyteller.

Caller 2: Gloria Kolb & Elida

Gloria Kolb, an MIT and Stanford-trained biomedical engineer, founded Elida after childbirth left her with pelvic floor weakness. Their wearable device treats bladder leaks without internal insertion. Digital marketing costs spiked last year and sales stalled. Women won't publicly affiliate with the condition, so referral programs die. How do you build word-of-mouth for a stigmatized product?

Angie says reframe it: Elida isn't just for incontinence—it's for pelvic health, prevention, and sexual wellness. Compare it to sleep rings or CGMs that went mainstream. Gloria must become the public face, sharing her story on podcasts, substacks, and women's health newsletters. Dan suggests physical presence: gyms, yoga studios, MediSpas. They also propose finding a prominent female partner (a retired athlete or celebrity) who can lend credibility and take equity. The brand isn't the device—it's Gloria's mission to give women control.

Caller 3: Eric Poulin & MapleRoo

Eric Poulin co-founded MapleRoo in Australia, making organic sports nutrition with Canadian maple syrup. Forecast: $250K this year, 80% direct-to-consumer, with 20 retailers reordering. They manufacture in Canada and ship to Australia, and overseas interest is growing. How do they scale in a category dominated by Clif and GU without losing authenticity?

The Bastians see their younger selves. Dan urges Eric to stay local for another 6–8 months, hitting run clubs and triathlon events to build a community of athlete advocates. Angie says packaging must communicate benefits immediately—words like "slow burning energy" or "quick absorption" up front—and all SKUs must share a unified look so shelf presence is unmistakable. They advise against rushing international expansion; wait until domestic sales hit $500K–$1M, then use momentum to attract distributors. Eric's passion is his biggest asset—he must teach any hire to speak with that same voice.

Final Thought

Three conversations, one truth: mission alignment isn't negotiable, growth should never mean selling out, and the founder's authentic story is the most powerful marketing asset. Whether raising capital, destigmatizing a category, or expanding globally, protect your health, keep the phone off at dinner, and remember people buy people—not products.