How to Launch a Side Hustle: Nikki Azzara of P.S. Snacks

What is P.S. Snacks?

P.S. Snacks is healthy cookie dough made from organic beansit's plant based and nutrient dense, with no gluten, flour, dairy, soy, or refined sugars. The cookie dough tastes just like the real thing (I swear Im not biased), but is actually good for you, and meant to be enjoyed as an any-time-of-day healthy snack or treat alternative.

How did you launch P.S. Snacks?

I spent the entirety of my senior year of college working on my food blog (#tbt), Slender Seven, which shared my healthy, simple recipes using 7 ingredients or less. After graduating in 2014, I decided to forego the conventional job search and pursue building out my own concept by launching my chickpea and black bean-based cookie dough into stores.

Ive always been very interested in health and wellness, with a passion for cooking. In 2012 I found out I was gluten intolerant, so I really upped my recipe creation game, as I always had fun experimenting with better-for-you alternatives to my favorite foods. Friends and family were constantly requesting that I share the recipes, so while taking both an entrepreneurship class and marketing elective at Wake Forest, I started feeling inspired to publish my simple, healthy recipes online. I had no idea my favorite recipe would evolve into a full-fledged business, let alone that the products would be sold at Whole Foods!

Whats been the biggest challenge?

The greatest challenge has been doing this solothere are so many moving parts and tasks that only seem to increase with every additional store we take on. Ive definitely learned that I cant (and dont want to) do it by myself! On the plus side, having worn every single hat has given me the experience to teach, hire, and set expectations. Im excited to now be able to hire and build out a team, which will allow me to delegate responsibilities, divide and conquer, and focus on growing the business!

What advice do you have for aspiring entrepreneurs?

Be 10,000% passionate about it, because you will live and breathe your side hustle, and if its something youre iffy about youre not going to want to pour every ounce of energy into the hustle. If you are passionate, it truly doesnt feel like a job.

That Confucius quote, choose a job you love, and you will never have to work a day in your life is true!

What are your favorite resources?

Im obsessed with the How I Built This podcast (via NPR). At Wake, we read The Lean Startup by Eric Ries, which really resonated for me pursuing a startup. One of the best things I have done, though, has been creating an advisory board, as well as networking with food industry leaders that I can always look to for tips, advice, and moral support.

You can learn more about P.S. Snacks at:
www.ps-snacks.com (for more info and store locator)
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