Hot, Chocolatey Innovation

The biggest problem for most 22 year-olds is finding a job post college. For Melanie Nelson, founder of 5 Sparrows, it was keeping her self-owned espresso hut afloat during a time of economic uncertainty.

Groomed to think outside of the box, the daughter of a farmer and best-selling real estate broker did what all successful entrepreneurs do. She innovated.

It was during this time that Nelson embarked on a sweet tasting journey of expanding her business and making the jump from retail to wholesale.

She called up her favorite chocolate company and asked to experiment with their chocolates for an idea she had. “I played with them until I found a recipe that really worked.”

And, that was the beginning of 5 Sparrows, an all-natural brand of chocolate beverage mixes.

“I made a white chocolate, chai and frappe,” adds Nelson. Then, her customers began requesting sugar-free options. Aware of the dangers of artificial sweeteners, she opted to take the natural route.

“People can’t tell it’s sugar-free,” says Nelson, who admits stevia can be a tricky ingredient to work with.

By finding a way to make sugar-free delicious, Nelson carved a niche that keeps her customers coming back.

But, despite steady growth, the optimistic Montana entrepreneur and mother of three, says she underestimated the length of time it takes to build a brand.

“When you’re building a brand, I think, especially, you need to be able to endure,” Nelson shares with PINK, “financially and emotionally.”

It takes a long time – around five to seven years, according to Nelson’s mentors. “I think we’re just starting to gain traction.”

But, that’s the great thing about having mentors, or an advisory board.

“They have been really invaluable to us,” says Nelson. “They love what we’re doing and are willing to help us for free.”

Sounds like a sweet deal.

Comment: How long did it take for your brand to gain traction? Share your experience!

BONUS PINK Link: Want to start a business with no money down? Here’s how.

By L. Nicole Williams

“Sometimes your only available transportation is a leap of faith.” Margaret Shepard