Ending Soon! Save 33% on All Access

For This Hot Sauce Entrepreneur, Founding a Company Was 'Plan C' Inspired by her military mom, Sonoma Hot Sauce's Deb Rock entered entrepreneurship after plans A and B fell through.

By Alice

Opinions expressed by Entrepreneur contributors are their own.

As a Latina who grew up in a strict military family and as the descendent of some of the first Mexican immigrant workers in Washington, Deb Rock knows grit. She's channeled that determination and unwillingness to accept "no" for an answer into Sonoma Hot Sauce, a line of non-GMO hot sauces. Born in a Seattle community garden, Sonoma Hot Sauce is now one of the most sought-after specialty items in a region known for its food and wine.

Check out Rock's pitch deck resource recommendations on Alice.
Alice is a free digital platform that makes smart, instant connections between business owners and the resources they need to accelerate sustainable growth and global impact. Alice is open to all founders and prioritizes access for women and other underrepresented business owners.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

More from Role Breakers

How to Level Up Your Networking Skills and Make the Most of Every Event

How to Redefine the Pitch Competition for Black and Brown Female Founders

How One Founder Breaks Free From Statistics and Labels

After Her Father's Death, This Entrepreneur Built a Billion-Dollar Company on Passionate Purpose

Editor's Pick

Most Popular

See all
Business News

Jack Dorsey Says 'the Closest Form of Global Consciousness' Used to Be Twitter — Now It's Something Else

Dorsey recently left Bluesky, an X rival he helped found.

By Sherin Shibu
Business News

TikTok Reportedly Laid Off a 'Large Percentage' of Employees as the App's Fate in the U.S. Remains Unclear

Laid-off TikTok employees were notified Wednesday night through Thursday morning.

By Emily Rella
Personal Finance

This Investment Bundle Includes a Trading Course and Stock Screener Tool for $150

Approach the stock market with an increased understanding.

By Entrepreneur Store
Business News

Four Seasons Orlando Responds to Viral TikTok: 'There's Something Here For All Ages'

The video has amassed over 45.4 million views on TikTok.

By Emily Rella
Growing a Business

5 Strategies to Know As You Scale Your Business

Scaling a service-based company requires a comprehensive approach that goes beyond simply increasing revenue. It requires careful planning, strategic decision-making and a deep understanding of market dynamics.

By Nick Chandi
Growing a Business

The Right Way to Ask Someone for a Million Dollars, According to a Fundraiser Who Does It For a Living

No matter what you're raising money for, Wanda Urbanskia says, the same basic rules apply.

By Liz Brody