August 6th 2024.
It's amazing how time flies. It feels like just yesterday that Keisha Smith-Jeremie appeared on Season 10 of ABC's Shark Tank to pitch her unique applesauce brand for adults, Sanaia Applesauce. And now, here we are, sitting down with her for an interview with BLACK ENTERPRISE over a year later.
Many people may associate applesauce with children, but Keisha is here to prove them wrong. "No one ever outgrows their love of applesauce," she confidently states. And she's right. Every day, Keisha meets adults who confess to sneaking and even pretending to have kids just to enjoy some applesauce. It's clear that there is a demand for adult-friendly applesauce, and Sanaia was made with that in mind.
The applesauce market may be crowded with big players, but Keisha has found a way to distinguish Sanaia. Unlike other brands that cater to what kids want, Sanaia uses exclusively green apples and includes actual baked apple wedges in every jar. Plus, their flavors are authentically island-inspired. Keisha's tip for other entrepreneurs looking to compete in a saturated market is to focus on a unique customer or problem that no one else is addressing. In Sanaia's case, it's adults settling for baby food taste and consistency in the current applesauce marketplace.
But how did Keisha take the idea of Sanaia from concept to reality? She did her research, reading books and seeking advice from others who had been in her shoes. Her advice for aspiring entrepreneurs is to "be relentless about finding paths already paved and to proactively seek out advice and counsel. Don't reinvent the wheel, even if you're creating a new product."
And let's not forget the exciting news that Keisha appeared on Shark Tank! It all started when she received an email from the show's producers nine months after launching Sanaia. After a rigorous application process, she found herself pitching to the sharks in June. She credits her preparation and practice for getting her through the experience and advises other entrepreneurs to know their business inside and out.
One of the challenges of appearing on Shark Tank is calculating a valuation for your company. Keisha consulted with friends in the finance sector to come up with a realistic and defensible number. Her tip for others is to set a target that you can make reasonable estimates to build your way up to.
Since appearing on the show, Keisha and her team have been working hard to follow up on all the interest they received from buyers at tradeshows. They will be launching their single-serve plastic cup offering in grocery stores nationwide in January, with plans to expand into airports, corporate cafeterias, and universities in the future.
The future looks bright for Sanaia Applesauce, and Keisha's determination and hard work have brought her this far. She encourages other small businesses to protect themselves against fraud and scams, and to always stay true to their vision and goals. We can't wait to see Sanaia Applesauce on grocery store shelves and beyond, providing a delicious and healthy option for adults who love applesauce.
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