# Simple Mills: Katlin Smith

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2021-02-15
- Length: 59m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2021-02-15-simple-mills-katlin-smith

## Summary

Katlin Smith, founder of Simple Mills, explains how she launched a grain-free baking brand from her Atlanta apartment in 2012 after struggling with health issues as a Deloitte consultant. She details the early challenges of sourcing ingredients, securing a Whole Foods buyer with just 12 bags of product, and managing cash flow while bootstrapping with $70,000 of her own savings and a mortgage from her parents. Smith also discusses the pivotal role of influencer Danielle Walker in boosting Amazon sales, the difficulties of hiring and leadership, and the strategic decision to avoid 'natural flavors' to maintain product integrity.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-02-15-simple-mills-katlin-smith#t=0) Introduction: Katlin Smith and Simple Mills
- [6:32](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-02-15-simple-mills-katlin-smith#t=392) The Paleo Experiment and Recipe Development
- [17:11](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-02-15-simple-mills-katlin-smith#t=1031) Bootstrapping and the First Whole Foods Order
- [23:45](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-02-15-simple-mills-katlin-smith#t=1425) Amazon Growth and the Danielle Walker Breakthrough
- [36:23](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-02-15-simple-mills-katlin-smith#t=2183) Funding the Business and Family Investment
- [39:07](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-02-15-simple-mills-katlin-smith#t=2347) Business School, Hiring, and Leadership Lessons
- [50:30](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-02-15-simple-mills-katlin-smith#t=3030) Retail Expansion and Product Strategy
- [55:02](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-02-15-simple-mills-katlin-smith#t=3302) Scaling to 28,000 Stores and Future Outlook

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)

## Most relevant to

founders before launch, early-stage companies, companies scaling up

## Mentioned

- Simple Mills (company)
- Whole Foods (company)
- Deloitte (company)
- Danielle Walker (other)
- Amazon (company)
- Betty Crocker (product)
- Wegmans (company)
- Natural Products Expo West (other)
- General Mills (company)
- McCormick (company)

## Related episodes from other shows

- [#59 Welcome to the Oat Haus! Celebrity Collaboration, Sprouts Launch, and Mental Health with Ali Bonar](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-08-30-59-welcome-to-the-oat-haus-celebrity-collaboration-sprouts-launch-and-mental-hea) (The Startup CPG Podcast)
- [Founder Feature: Katie Lefkowitz of Harken Sweets](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-12-06-founder-feature-katie-lefkowitz-of-harken-sweets) (The Startup CPG Podcast)
- [Founder Feature: Maxi Heidenblut of Häppy Candy](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-04-04-founder-feature-maxi-heidenblut-of-happy-candy) (The Startup CPG Podcast)
- [Founder Feature: Nikki Seaman of Freestyle Snacks](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-01-10-founder-feature-nikki-seaman-of-freestyle-snacks) (The Startup CPG Podcast)
- [Founder Feature: Morgan Murdock of Unbothered Foods](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-05-02-founder-feature-morgan-murdock-of-unbothered-foods) (The Startup CPG Podcast)

## Citing this page

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