Get All Access for $5/mo

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
Management

Why Business Owners Should Mix Strategy with Hands-On Involvement

Conventional wisdom says to work on the business, not in the business. That sounds like good advice, but is there more to it? Yes, and finding the balance is key to entrepreneurial success.

By Cynthia Kay
Starting a Business

How to Find the Right Programmers: A Brief Guideline for Startup Founders

For startup founders under a plethora of challenges like timing, investors and changing market demand, it is extremely hard to hire programmers who can deliver.

By Vasily Voropaev
Fundraising

Working Remote? These Are the Biggest Dos and Don'ts of Video Conferencing

As more and more businesses go remote, these are ways to be more effective and efficient on conference calls.

By Bryan Lovgren
Growing a Business

The Best Way to Run a Business Meeting

All too often, meetings run longer than they should and fail to keep attendees engaged. Here's how to run a meeting the right way.

By Jacqueline Whitmore
Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

By Eve Gumpel
Growing a Business

You Need an Advisory Team More Than Ever. Here's Why — and How to Run One Effectively.

The right advice, particularly in a company's early stages, can be an existential matter: how to surround yourself with the right minds.

By Kalon Gutierrez