Back in January 2023, Troy & I had lunch with our landlords. We met up to talk about the space adjacent to our current soap studio and the possibility of renting it to expand our space. This move would have given us additional room, which is something we desperately needed to grow. During that meeting, we asked if we could sign a one-year lease for the adjacent space. Our landlords wanted us to sign a two-year lease. But something didn't feel right, and we were hesitant.
To take a step back, our business grew five times in 2020. In 2021 we moved from a 350 sq ft backyard studio to a 1500 sq ft building in downtown Longmont. After less than two years in our new space, we were already starting to feel squeezed and at the beginning of 2023, Troy and I began to talk more about the direction of Muddy Mint. We knew we couldn't keep making all the soap. After all, we had a business to manage! We had our processes fine-tuned, so 2023 would be the year we could finally hire soap makers, meaning we would need more room, not only for extra people but for more drums and larger equipment. We had a grand plan, which brings us back to why we were meeting with our landlords.
After we left that meeting, we had a lot of thinking to do. Troy and I proceeded to talk for over an hour. The real question was: why were we so reluctant to sign a two-year lease, given our plans? At first, we were thinking: we'll probably outgrow this space in two years and need a larger warehouse. That thought personally made me cringe. A warehouse? Ugh. The longer we talked and the further we dug, we realized that neither one of us wanted to run a large business.
It's hard to stop a moving train. Scaling up, hiring more people, creating more efficient processes - these are all part of growing a business. It's what is expected. But what if growth feels like something you have to do, rather than something you want to do? What if you want to keep things small?
I'm nearly 50 and Troy just turned 58 and we're both at the stage in our lives where spending time with the people we love is at the forefront of our minds. This hit me especially hard after Troy lost his mom last year. As a result, we would like to spend time with my parents while they're healthy, enjoy quality time with our kids before they head off into adulthood, take more time to visit extended family, host dinners with friends, spend time in nature, focus on our own health and well-being, and generally be more present in our lives with the people we care about.
As exciting as it has been to build Muddy Mint and watch us grow (we're on track to reach one of our big revenue milestones this year!), the thought of running a big soap company doesn't bring us the same joy. That said, it feels like a shame to get this far and throw it all away. We are still growing like crazy and so many people love our soap! It doesn't feel right to sell the business either. We worked hard to build our audience and we love our brand. Plus, Troy quit his architecture job to grow this thing with me and here we are wanting to stop?
As we sat and talked, we had an idea: "What if we give the business back to the people that made us?" All of you! Rather than selling to a person or company, what if we share everything we've learned? Generally, we're thinking of this as a pivot from soapmaking to education. We get so many questions every day from all of you about how to make soap, scaling your business, whether you should sell on Etsy or on your own website, how to make palm free soap, where to buy essential oils, etc. We absolutely love talking about soap, business, and helping other small businesses.
You've seen glimpses of this shift already with our YouTube channel and our recipe downloads. We'll still be making soap, but not very often. We will sell what we make, but it won't be anywhere near the volume we're making now. We're moving back to that 350 sq ft studio and we're simplifying and allowing ourselves to see where things go. We're coming back full circle, but with nearly eight years of experience. We'll still be around, but in a totally new way.
We're not sure exactly what the future holds, but we do know this:
What does next year look like?
We've sat with this decision for nearly an entire year and have been through a gamut of emotions, but as the year comes to a close, we're really happy to have gone through the full year and we're also at peace with our decision. We let our employees know very early on, so they will be okay, and they support us. They've been such an amazing team, and we can't imagine finishing this year off without them.
So, that's the end of Muddy Mint, as we know it. But there's more in store. Just you wait.