From Prayer to Purpose: How Brynn Snyder Built a $4M Business Rooted in Impact

What happens when your plan is to stay home with your babies… but God has something more in mind?

In this powerful episode of Her Purpose, Kindra sits down with Brynn Snyder, founder of Slate Flosser, to unpack the incredible journey of building a multimillion-dollar health brand—after a simple prayer for direction.

Brynn shares:

• How she went from running bounce houses as a teen to launching a viral wellness product
• Why asking “God, what is my purpose now?” changed everything
• The truth about balancing business, motherhood, and mental health
• How she overcame financial anxiety and stayed anchored in her calling
• Why impact—not income—is what keeps her going

If you’re a woman standing at a crossroads—wondering if there’s more, and craving clarity—this episode will remind you: the whisper you’re hearing might be your assignment.

Keywords entrepreneurship, dental health, business growth, women in business, financial anxiety, motherhood, community impact, product launch, outsourcing, personal fulfillment, business goals, women entrepreneurs, pricing strategy, self-doubt, ADD superpower, cash flow, dyslexia, work-life balance, community support, direct communication

Takeaways

• Brynn launched Slate in November 2022 and achieved a million dollars in revenue in 2023.
• Only 2% of women-owned businesses reach a million dollars in revenue.
• Brynn's goal was to create a multimillion-dollar company from the start.
• She has a background in entrepreneurship, starting a bounce house company as a teenager.
• Balancing motherhood and business requires strategic outsourcing and prioritization.
• Flossing is crucial for overall health, reducing risks of serious diseases.
• Brynn's motivation for Slate is the positive impact on dental health, not just profit.
• Financial anxiety can be a significant challenge for entrepreneurs.
• Community building is essential for female founders and their impact.
• Outsourcing tasks that are not strengths is key to business growth. Our goal is to hit a minimum of six million this year.
• Just start, most people don't start.
• You need to come up with a plan when starting a business.
• You have to figure out what makes your product better than others.
• A lot of women don't charge enough for their products.
• If you don't have a 70% margin on your product, you're in trouble.
• If you don't ask, the answer is always no.
• People are inherently good and want to help others succeed.
• You can do it, just believe in yourself.
• Relationships outside of work and family are crucial for personal growth.

Titles

• Building a Million-Dollar Business: Brynn Snyder's Journey
• The Intersection of Motherhood and Entrepreneurship
• Flossing for Health: Brynn Snyder's Mission
• Overcoming Financial Anxiety in Business
• Creating Impact Through Dental Health Education

Chapters

00:00
Introduction and Product Launch Journey

02:55
Business Growth and Financial Goals

06:14
Balancing Motherhood and Entrepreneurship

09:04
Passion for Dental Health and Education

12:04
Overcoming Financial Anxiety

15:01
The Impact of Community and Purpose

17:53
Strategies for Business Growth and Outsourcing

31:09
Setting Ambitious Goals

32:34
Starting a Business: Advice for Women

34

Aligned & Ascending is an 8-week space where I help you get clear on your next step, your message, your offers—all of it—so you can stop second-guessing everything and actually build the purpose-driven business you’ve been thinking about.

So if you’re craving clarity and momentum—and a business that feels like you—DM me the word ALIGN on Instagram to get all the info.

Transcript

Oh my gosh, I'm so excited to finally be chatting with you in real life, it feels like. So you have launched an incredible business. You're running a massive business. I am a customer of yours now because of listening. So I have a funny story for you just to kick this off. So I actually bought your product last year in probably May, June. So this was probably, I don't know, maybe about a year after you launched officially.

because my husband heard you on a podcast on how I built this and he was like, I need this product. And I did not listen to this podcast. I just bought him the slate flusser for Father's Day and gave it to him. And it's been sitting there. And I all this time, full transparency have been using the little flussers that you get at the store because I thought, these are just so much easier. This is fast. This is doing a good job.

I'm feeling good about life until I start listening to a podcast that you shared on talking about how terrible they actually are at the job that they're meant to do and why your product is so much more effective. And I'm literally driving into town to see my husband thinking, I need one of these for me now. Why have I been using the philosophers all this time? They don't do a good job. Everyone needs this philosopher. So I'm going to start with saying,

Once you know more about this, you will understand how important this is, and this is why you're so passionate about it. But first off, to kind of set the stage for listeners, talk a little bit about what you've created in, what, 18 months? It's been 18 months since you officially launched.

Brynn Snyder (01:35)
We're at

two and a half years now. So time flies. So we launched in, yes. So we launched in 2020. I'm like, what year is it? Yes. 2023 was our first full year. We started, we launched, guess, in November of 2022. And then we did a whole, so maybe the story is, but the correct story is we launched November of 2022. We had product to buy then.

Kindra Morse (01:39)
it's more 2023. I guess.

Brynn Snyder (02:05)
And then we had our first full calendar year in 2023. And so now that it's March, that means it's been two years and four months.

Kindra Morse (02:13)
Okay, so when you say launch, are you talking about when you launched your Kickstarter and started taking orders? No.

Brynn Snyder (02:18)
No, our Kickstarter

is actually November of 2021. But it took us a whole year to be able to have product to sell.

Kindra Morse (02:23)
Wow.

Okay, so you launched in November 2022 and you hit a million dollars in revenue.

Brynn Snyder (02:36)
in 2023.

Kindra Morse (02:38)
That's insane. How often does that happen for women in business?

Brynn Snyder (02:42)
Well, 2 % of women only make a million or more in their business.

Kindra Morse (02:46)
So pretty rare, very incredible. And I'm assuming, did you see that when you started this happening for you?

Brynn Snyder (02:55)
So yes, I had a very clear, I think that's why I felt so much pressure when I had done other businesses, it was more like, I'll just do as much as I can. And that would probably be like 200,000 or 300,000 in my other business that they had. But then with this business, I went in being, my goal was to be a multimillion dollar company. And it felt a lot more pressure of, okay, how do I make a million dollars in the first year?

How do I turn a million dollars into four million? How in the world do you make 50 million? Okay, I've got to figure it out.

Kindra Morse (03:32)
So when you talk about other businesses, what other businesses have you ran?

Brynn Snyder (03:37)
So when I was a teenager, I started a bounce house company with my siblings and we were able to buy our product and pay it off all in one summer. So think we made like 30 grand that summer. And then when I was 24, we sold it for about $250,000.

Kindra Morse (03:55)
Wow, that's incredible. And then other businesses you've ran since then.

Brynn Snyder (04:00)
Yeah, so I ran a graphic design company when my husband was going to dental school so that I could pay for small things like my kids' gymnastics and different things. like I felt, I just made money for add-on things that we wanted to do. And then when my husband finished dental school, I took a year off of working, which was really nice. And then

We moved to Spokane and he bought a dental practice and originally I wasn't going to work at it. But one of his front desk people got placenta previa. And so then, you know, she was fine one day and the next day she was in the hospital. So I started running the front desk there and I worked there until 2019. And then I started working on slate in 2021.

Kindra Morse (04:56)
So in that year, year and a half, when you were just being a mom, as a woman who has ran businesses and has loved running businesses, it sounds like you can't run businesses like that and be that successful and not love it. How did you feel you were living in your purpose when you were just being a mom?

Brynn Snyder (05:01)
Yes.

Okay, so I think it's hard because like my goal originally was to be a stay at home mom, but I love working. And so it's hard because I watched my mom, my mom had a few businesses as well, but they were always like little side hustles, but she would teach me the different things. And when I owned my company as a teenager, she showed me like, this is how you do books. This is how you call people.

this is the right way to answer the telephone. This is not. And so I was given that opportunities. So it was hard because in my mind, I was always going to be a stay at home mom. But when I had my first daughter, I was like, I want money to be able to do the things I want to do. And my husband was in school, so we didn't have any money. And then I think I just really like working. I think

I think for purpose, the purpose is going to change throughout your whole life. And so when I was at home for that year, it was really nice. And I felt like, this is really great. But that didn't last for very long.

Kindra Morse (06:32)
Was there, I know when Slate first was on your minor desk that it wasn't something that you actually really wanted to pursue initially. So was there a part of you that wanted to do something but wanted to do something different or at that point, like did you feel the...

Brynn Snyder (06:51)
No,

so my goal when I had Colton in 2019 was to be a stay-at-home mom for his five years before school. And then once school started, I would start my own business of some sort, because I know I love to work. But I really wanted to just enjoy those years with him. when I had my first child, I got to take her to the library. we lived in Louisville, so I went to the zoo. But...

I didn't get to experience that with some of my other kids because of buying the dental practice and different things. And so my goal was with Colton was to stay home. But when Danny started Slate after working on it for almost a year, he was like, I can't do this. I can't be a dentist and run this company. It's too hard. And he actually had like a mental health crisis during that time. I, I'm, I'm a person who

I guess has faith. so I actually like said a prayer and I was just like, God, what am I supposed to do? Am I supposed to work? Am I not? Am I supposed to do slate? I had actually interviewed some people with Adobe and I was like, maybe I'll go work at Adobe. But I had this overwhelming sense of purpose that said, Brynn, you are meant to run slate. You can make it successful. You just have

to you have to do it. And I was like, okay. And I think knowing that really helps me because it's hard. It's really hard to own a business. And whenever I'm doubting myself, I'm like, okay, I can do this because I was told you can do this.

Kindra Morse (08:37)
Yeah, you have this voice in your mind and God telling you it's a little whisper though. It's not a shout, right? It's a whisper that says this is the path and I this is what I have for you. And it's almost like a little seed that's planted and we have these little seeds that we choose to nurture or not. So when you talk about building the business and how it's hard, I know I've read about how the Kickstarter, how that had

been challenging as far as going from launching the Kickstarter to bringing the product to market, right? Talk a little bit about that.

Brynn Snyder (09:10)
Yeah.

Yeah, well, I think you think, okay, we had actually made our product before the Kickstarter. So we just thought, okay, we'll just fulfill the order and place it. The Kickstarter money was just meant to help us launch. But then once we had the feedback from the hygienist and dentist, we saw that there were two things we wanted to fix. So then all of a sudden that took so much time and it was so much money. And we had thought, charging this amount will be the right amount on our Kickstarter, but that didn't.

really cover all the things we wanted to cover. it just, you think you've done all the math and all the stuff, but we learned there was a lot more that we needed to do.

Kindra Morse (09:56)
Absolutely. When you talk a little bit about how it originally wasn't your passion to run with slate, what change that caused you to realize you were passionate about women or people, not just women, but our dental health and helping bring flossing into more people's lives?

Brynn Snyder (10:17)
Okay, well, I actually have always been very passionate about dental health because when I worked at the dental office, my mind was like blown. was like, people don't know. People don't know that flossing will help them. People don't understand the pH of their drinks. People, I just, we went to what dentists call continuing education. It's like mandatory that they do so much a year and Danny took the whole dental office there. And so I was there.

And I was learning the stuff that they all knew already, but for me, was like, mind blown. people just, people like me, I care about being healthy. I want to do the healthy things, but if they don't know that flossing can reduce strokes, can reduce heart disease, can reduce dementia, like they don't realize that that's why they ask you to floss.

Kindra Morse (11:12)
Listening to your podcast, made me think this particular episode where you talked more about this. It made me think that I have two jobs as a parent. One of them is to help my children live in their purpose. And the second is to teach them to floss, not just brush, floss, because that is going to serve them.

Brynn Snyder (11:28)
I'm

Kindra Morse (11:33)
It's almost like taxes and some of the other things that we don't learn about growing up until we have to learn about them. You think, why didn't I learn about this when it was really important? And instilling the habit of flossing into our children's lives when you're talking about all your kids floss, I thought that that is something that will serve them for their entire life by building that habit at that age.

Brynn Snyder (11:53)
And I, something else that I didn't, like, I do not have any dental anxiety when I go to the dentist and 80 % of people do. And I was like, why do I love the dentist so much? And then I realized like, I never, I never had a cavity growing up. Like I didn't know that when I went to the dentist, was just a positive experience. It was, I left and my teeth feel so clean and this was fun. And, but most people, my mom flossed my teeth every single night growing up.

Kindra Morse (12:04)
because I told you.

Brynn Snyder (12:23)
My mom is amazing. And because of that, I had a positive experience. So I think as a parent, if we want our kids to have a positive dental experience, then we need to give them the tools so they can have a positive dental experience.

Kindra Morse (12:38)
So they get told you're doing a great job and they want to come back. I think that's the reason most people have that, what did you call it? Dental anxiety, because you know they're going to tell you you're not doing what you need to be doing, but we don't have those habits instilled in us as children. So I just love that.

Brynn Snyder (12:50)
Yeah.

Kindra Morse (13:01)
Obviously, you're passionate about it, so that has carried you through. But when you were in times of self-doubts or those financial concerns, because you guys basically bet the farm on this,

Brynn Snyder (13:14)
Yeah, think that, well, first of all, people have to know I don't have dental anxiety, but I have finance anxiety. So when money gets tight, I get very, very anxious. so knowing that the bank account was just going lower and lower and lower from the Kickstarter, it's like, okay, we need to make money. We need to have enough money to put in new orders because a consumer product good company.

The cash flow is very tight at the beginning because you have to buy product in order to sell it. Wait, I forgot the question now.

Kindra Morse (13:53)
Well, two things. I want to go back. You talk about having financial anxiety. You mentioned, I think, off camera that you grew up in a single mom home.

Brynn Snyder (14:02)
No, I had both awesome parents.

Kindra Morse (14:05)
I misunderstood you. So growing up, your mom though was always working.

Brynn Snyder (14:12)
My mom just worked for fun. So my dad, she just liked working. So she started like a coupon company. My dad worked, but when my, she was 90 % a stay at home mom and then 10 % of the time she would work on a business that excited her. So like she once wanted to make flags and once was like, I'm going to make an ice cream company. So she was more like entrepreneurial, but she really helped us do.

Kindra Morse (14:14)
Okay.

Brynn Snyder (14:40)
the Bounce House Company, but once we were out of the house and my youngest sister was 16, she started a immigration consulting company in Canada to help immigrants come to Canada. And she ended up making more money than my dad, so.

Kindra Morse (14:57)
my gosh. But she always was led by her heart and doing something she was passionate about. So she modeled that. She showed that to you as kids. How amazing. And it's an amazing opportunity when you can pursue a business, not just led by how do I figure out how to pay the bills, right? If you not.

Brynn Snyder (15:01)
Yes, we just did what you want. Yes.

I think that that

is the hardest thing is, is most of us are in desperation mode, right? And there's a few people that get the luxury. I look at some people and I'm like, their company was successful. Well, they never had the scarcity mentality because they weren't doing this to survive. They started their company and there was more of a financial like benefit, like, if I make more money, cool. But if I don't, it's okay.

very few people that have that luxury. But I've seen that most of the entrepreneurs I know that succeed, they tend to come from that. And I think it's because they're not panicked at all times.

Kindra Morse (15:59)
Yeah, where do you feel that financial scarcity came from? Was there a period in your life where you did have, or financial anxiety?

Brynn Snyder (16:09)
so my mom was just not wealthy growing up. So she, I think, had financial security issues and she just taught that to me by accident.

Kindra Morse (16:22)
in the things she said, right?

Brynn Snyder (16:25)
Right. And just the thing she did, like she taught me how to be an entrepreneur and she taught me how to follow your heart and how to believe in yourself. But she also taught me that money is, could be gone and you need to save and you need to not spend. And so, I mean, there are healthy things that she taught me from that, but I probably need to talk to my therapist about my financial insecurity.

Kindra Morse (16:48)
More

of it is caught than taught. So we are saying things around our children that we do not know. And it all is rooted in what is our money mindset? What are the things that we think and believe about money? Is it hard to come by? Is it hard to make money? Is it easy to make money? Is it easy to create an income? Those things come out in the way we communicate with our kids. So it's interesting. So when you're talking about building this business and you have those financial anxiety moments, what got you through to the next

income.

Brynn Snyder (17:18)
Well, so my mom

also taught me that I could do anything. And I knew that I believed in myself enough that I was like, okay, I'm willing to work hard enough to make this successful. I just have to figure out and bridge the gaps. And so for me, had to find, we decided to get a loan to buy more inventory. And that really helped me sleep at night.

So think there's certain things where we say, okay, does Brynn need to sleep at night? Is that important? Well, if it is, then Brynn needs to get a loan so she doesn't worry about money all the time. Am I making poor business decisions because I'm worried about money or am I making, like there's some people that make bad business decisions by spending too much money. just, but my mom, well, I really believed till a,

Kindra Morse (17:53)
It is.

Brynn Snyder (18:15)
maybe a year ago that if you worked hard, you could get anything. And now I'm realizing that there is situations where you can work hard and still fail. But before I was, I just really, I don't know, I see other people that did the same thing as me and they didn't get as lucky, right? And so I do think that there is some luck involved, but I also think the harder you work, the luckier you get.

Kindra Morse (18:25)
Like what?

Yeah.

Absolutely. And I think every entrepreneur does have failures along the way. And you can look at it as a failure, or you can look at it as a learning moment, teaching moment. What did I learn from that? What did not work that I can go to the next move that I make, step that I take, that will provide or create a better result based on what I learned through that result? So talk to me a little bit about, know just from chatting with you how important it is that you're a mom, and you wanted to see it.

be a say home mom in launching this business. So what strategies have worked the best for you to at least attempt to maintain balance and be there as a mom the way you wanted to show up as a mom.

Brynn Snyder (19:25)
So I think you have to ask yourself, like, what's more important? To me, I got a nanny and I got someone to clean my house because I realized I didn't want to spend all my time driving my kids around in the car when I could spend like more one-on-one time with them or I could work during that time so that when they're home, we spend more quality time. And also,

So I said to myself, okay, I may only let's say I made $4,000 that month and $3,000 of it went to my nanny and my cleaner. I had the luxury of that because my husband was working full time, right? So some people don't have that luxury, but for me, I wanted to spend every possible minute I could with my kids. And so I, said, which tasks can I offload to someone that doesn't need to be me? I don't need to be the person folding the laundry.

But I do want to be the person reading the story to my kid at night. And so...

I think it just depends. My goal was to make a multi-million dollar company. Well, how do I do that? I have to work a lot, which was really sad for me at times. I remember I sent my son to a preschool, and I've never cried when I've sent any of my other kids to school. But I cried when I sent him to preschool, not because I was sad that I was going to miss him, but because I realized like...

I wanted to spend time with him and I wasn't going to get to. so, but I asked myself, well, what's my bigger goal? Well, my bigger goal is to make this. And I think that he'll be fine. And guess what? He's totally fine. He never even crossed his mind that he was at preschool all day. He loved it.

Kindra Morse (21:17)
And

is he the baby of your five kids?

Brynn Snyder (21:19)
He's the baby of the kids.

Kindra Morse (21:22)
So I could see that. So all your other children you were with until they went to kindergarten and he was the only one. yeah, that would be, I could see that being a hard decision to make. But I think there's quality time. When you have less time with your children, that time is much more focused and valuable. So we do the best that we can with that time. I could see you spending a lot more time reading with him.

in that hour that you have to read, let's say it's up by time, versus if you're home all day, and there's lots of times in motherhood where we go through the whole day and we never took the time to sit and read with our kids because we have all day every day to do that.

Brynn Snyder (22:04)
Yeah, I think it's so hard because we can say like, what matters, whatever, but you just have to decide what matters. Sometimes being a stay at home mom is there's things about it that you, your kids are going to benefit from. There's going to be things that your kids benefit from a working mom. But sometimes finding your purpose is really important because, you know, I see moms who are not fulfilled with being at a stay at home mom and that is okay.

Not all of us were made to be stay at home moms. And some of us love kids and love chaos. I am one of those crazy people who love kids and chaos.

Kindra Morse (22:38)
Hmm.

Now, talk to me a little bit. know this is in the vein of what you just said. What it feels like, not just to be, I know you're not motivated to, I know you said that this was your goal, but I don't believe in my heart, of hearts, that this is your true motivator. You're motivated to build a big successful business, not just because of the dollar amounts that, the income that it's going to create for your family, but because...

Brynn Snyder (23:05)
Sorry, one minute.

My internet, is it my internet? All of a sudden.

Sorry, my internet is cutting out really bad, so let me see if I can connect to a different internet.

Kindra Morse (23:20)
It should be fine even if it's slow because

although you're frozen now, so.

Brynn Snyder (23:32)
Okay, let's see if works.

Kindra Morse (23:32)
The way that it

uploads, okay, the way that it uploads, it's actually recording to your device and then uploading separately. if it's kind of a slow connection for a little while, that should be fine. It should catch up on the backend. But in my heart of hearts, I believe that when you're talking about fulfillment, your true motivation in building this business, I'm guessing,

Brynn Snyder (23:40)
Okay.

Kindra Morse (23:59)
was not to create a multi-million dollar business just to serve your family, but you only build a business like that when you create an impact for a lot of people's lives. Does that speak to you?

Brynn Snyder (24:11)
Totally. Like I do not do slate to make money. Like I, ultimately it will be really great if I can make a lot of money at the end, but I do slate because of the impact I believe that it makes in everyone's lives. I see people whose parents are struggling with dementia and Alzheimer's right now. And I think, what if I can make it so their kids don't experience that because they floss every day.

Like that, I really do it because I think of the social impact that flossing can create in someone's lives. And I think if the point was to make money, I think I would have stopped already.

Kindra Morse (24:57)
because you've made so much or because that's not the motivator.

Brynn Snyder (24:59)
No,

because I don't actually make that much money right now because my company makes a lot of money, but I put it all back into the company. so if, you know, the goal was money and like to me, my family's more important than money. And so I'd be spending the time with them right now if I didn't believe in sleep.

Kindra Morse (25:22)
Yeah, it's all about impact. You will never stay the course on building something. It doesn't matter how big or small it is. In the long run, if your focus is just on what is in it for me versus what can I bring to the world? What difference can I make in the world? And how can I serve others? You said you're a woman of faith. I believe that a part of what being a Jesus, are you a Jesus follower?

Brynn Snyder (25:51)
Yes, I believe I...

Kindra Morse (25:52)
I'm always like, I should clarify. Part

of being a Jesus follower, if you follow his teachings, that it's that we are called to serve other people. So I believe I was having a conversation with a good friend a couple of nights ago talking about moms and how is there a mom out there that is truly fulfilled in just being a mom? And maybe there is, but I do believe that we are called to do more than just serve our children.

Brynn Snyder (26:23)
Yes, I think that really great moms impact the world in different ways. And if you're a stay at home mom, typically they have great impact on the community because they give back in ways like PTG or they connect different people. Like you, you go back and you think of all the people who have touched your lives. And typically they're someone who served you in your community, right? It could be a teacher or could be someone who you felt like believed in you.

And I feel like a lot of those are women because they, before we were working so much, we had the opportunity to impact people. And I think that that's why community building is so important to me. And I see that in a bunch of female founders.

Kindra Morse (27:11)
You earlier said that you had financial, what is your anxiety? Financial anxiety. Now that you say the company's making a lot of money, you're not necessarily making a lot of money because you're rolling it back into the business. Is that, do you feel that you don't have that financial anxiety anymore?

Brynn Snyder (27:31)
I mean, I am, I think I have a husband who has a job, right? That provides for our family. So I find like, I know a lot of other women who they start working because they have to be the breadwinner of their home. And that changes a lot of things. If I was the breadwinner of my home, I would be paying myself more money.

Kindra Morse (27:55)
I see, instead of rolling as much back into the business. But you are not in this space of having that financial anxiety now because you've built so much momentum and you're out of space that you are able to fund the growth of the business.

Brynn Snyder (27:58)
Right. Right.

Yeah, I think also I look at things very differently when you're a $200,000 company versus the $4 million company, you're like, okay, what?

How do I grow? Well, it's like you need more money to make more money. So now I'm like, well, $50,000 isn't going to move the needle. I need $2 million to move the needle. just, right. It just changes the game. Like, I think it's hard because I think sometimes we're like, oh, if I just had more money, I could do this. I think when you make more money, you just have bigger problems. So.

Kindra Morse (28:34)
for the next phase.

Mm-hmm.

Brynn Snyder (28:48)
You just have to choose which problems you want. Do you want a dollar problem or a $10,000 problem?

Kindra Morse (28:54)
Right. What has been the best resources for you in building a business to this magnitude?

Brynn Snyder (29:01)
so many things, things I'm not good at, I try to outsource really fast so that I can feel confident. So I, I love numbers and data, but because of my anxiety, I hired a C a fractional CFO right away. I also am not great at talking to people. let me rephrase that. I'm just very direct. And so I'm not a good customer service person. could, if you called me,

And I answered the phone and I was doing customer service and he said, my flosser isn't working right. I would say, okay, what can we do to fix it? And I would solve the problem because I'm a problem solver, but a customer service person needs to say like, how are you today? What can I do to help you? So I outsourced that as soon as possible too, because that's just not my nature to be super frilly and kind.

Kindra Morse (29:52)
In the very beginning, were you able

to outsource a lot or in the very beginning, did you have to do a lot of that yourself?

Brynn Snyder (29:59)
So those were,

I did all those things at the very beginning, but as soon as I could outsource it, I did. So I think like, I think I hired Kristi, my amazing customer service person in April of 2023. So I did it for a while, but we all knew that was not a strength of mine.

Kindra Morse (30:18)
That's okay. It's important to know what your strengths are and to double down on your strengths and to delegate the things that are not your strengths. Have you read Dan Martel's book, Buy Back Your Time?

Brynn Snyder (30:32)
No, but I'm going to write it down so I can. That sounds like I just read a book called Who Not How, and it sounds like it might be the same.

Kindra Morse (30:38)
Mm-hmm.

It may be. don't know. I have not read Who Not How, but I've heard of it and I know it's also another great book. But yeah, think that understanding that you should double down on the things you're good at and not spend a lot of time on the things that you're not good at is a huge growth factor in growing a business. are... Obviously, you have formula. Your next goal is a $4 million company. Is that what you said?

Brynn Snyder (31:09)
No, we were able to do that last year, so our goal is to...

Kindra Morse (31:13)
my gosh, I've

already did that.

Brynn Snyder (31:16)
Our goal is to, I don't know, I change my goal every day. One day I wanted it to be 12, and then I was like, okay, that will be really hard. How could we hit that? And so somewhere between a minimum of six million this year is my goal.

Kindra Morse (31:28)
Now, when you're setting your goals, that's what your 2025 goal is, six million.

Brynn Snyder (31:33)
A minimum of that,

Kindra Morse (31:35)
minimum. So when you're setting your goals, do you have a framework or a

Brynn Snyder (31:40)
Yeah,

we use a CFO. project everything and we say, this is how much we have to hit this month. This is how much we have to hit this month. And then we have another person that's over sales and says, okay, if you want to hit 12 million, these are the channels we need to be in. So there's a lot of strategy behind it.

Kindra Morse (31:48)
Mm.

What advice would you give? This is a very unique scenario. We should have probably talked about this earlier on, but having your husband a dentist and coming up with a product that would serve the world that's not already out in the world and then taking it to the market, that's a unique scenario. But what advice would you give to the woman that wants to launch a business that hasn't maybe had near as much business experience as you've had?

Brynn Snyder (32:34)
start. Most people don't start, just start. Also realize that it's going to cost a lot of money. you have to plan on that. So are you going to get a loan? Is your husband going to be able to back you? Or are you going to need to find someone who can help you? are you going to be like, sorry, there's a, can you hear that?

Kindra Morse (32:58)
yeah, your downtown Spokane.

Brynn Snyder (33:02)
Yeah.

Okay. So if you haven't started a business yet and you are a woman, I think you just need to start, but you need to come up with a plan.

Kindra Morse (33:14)
Where are you downtown?

Brynn Snyder (33:18)
418 West, first av.

Usually there aren't this many, I'm wondering if there's someone near us.

Kindra Morse (33:31)
Yeah, it's like a neighbor. It's almost like someone, a neighboring building.

Brynn Snyder (33:36)
Yeah.

I'm like, please don't be me. Okay, no, it's not me. just. Okay, so if you're a woman who wants to start a business, my number one recommendation is to just start. I think sometimes we get overwhelmed and can't figure it out, it's would you just need to start doing something. And there are actually some very cool programs in almost all cities that talk about how to start a company.

Kindra Morse (33:40)
No.

Brynn Snyder (34:06)
I think it's like overwhelming sometimes it's like, I need a business license. I need to do this with sales tax. There are people who can help you in your city. So I definitely recommend doing that. But also,

I have a hard time because I'm like, some things are not unique enough for you to need to start a business. And then some things are so unique like mine that you have to know you're going to have to put a lot more money into it because no one knows why they would want an electric flosser.

Kindra Morse (34:36)
Mm-hmm. Yeah.

Speak to that. There's a lot of women that are stifled by the fact that there's already an existing business out there that's similar, but that makes it easier.

Brynn Snyder (34:49)
Yes, it does. So you have to figure out like, okay, people, all the people are looking for t-shirts. So how do my t-shirts, how are my t-shirts better? So I also would think just making something cheaper is not a good business model. You want to figure out what makes your product better. And I had a really good friend who was doing a jewelry company and she was charging $40 for her earrings, but her earrings were amazing.

And I thought she should be charging a hundred dollars for them. She's like, well, I wouldn't pay a hundred dollars. And I was like, you are not your client. So you need to figure out who is your client. And once you figure out who your client is, then you're going to put your energy behind that. Like I wouldn't have thought, but a lot of our clients have pets. And so I was like, okay. Well,

Why is that the case? And so I just think you need to realize like, who are your people that are buying your product? When do they buy it? Like I would never have thought, but a lot of people buy my product between midnight and three. And I'm like, is it a nursing mom? I haven't figured out why they buy it so late at night, but they do.

Kindra Morse (36:04)
Well, speak to the process of raising your price. I know at one point you had to raise your prices because of the Kickstarter and realizing. So a lot of women struggle with raising their prices. A lot of women are in business, but they're not profitable enough. How do they get past that mindset?

Brynn Snyder (36:25)
Okay, well, if you don't have a 70 % margin on your product, well, certain products have certain margins, so you can look that up.

Let's say it costs you $10 to buy your product. You have to be able to pay yourself and then you have to also be able to market it. And if you don't have any marketing money in there, you're going to use the marketing money and it's going to take away from your profit. So, I think you, you need to have what are called product cogs in order to be a successful company. You need to know your cost of goods and what it costs you to just get your product and then how much it costs you to market your product.

and how much you want to take home. If Hydrojug is selling their water bottle for $40, they are making hundreds of thousands of those. So there's zero way you can charge $40 for your water bottle. If you have smaller quantities, your product is going to have to cost more. And so I just think a lot of women don't charge enough.

Kindra Morse (37:28)
Hmm.

Yeah, they there's a mindset belief though that is self limiting in the fact that they are an imposter in the marketplace or they are not as good as that larger company. And I hear in your voice you've never felt that or believe that about yourself. And I'm guessing it's because of your mom.

Brynn Snyder (37:53)
Yeah, my parents are pretty awesome. I also was born, I think naturally with confidence that I see in my own children. I have five kids and some of them have a lot more confidence than others. And I think that, I do think that it was a gift I was given to not question myself so much or to have as much imposter syndrome because I was, I don't know.

There's lots of things I had fortunate things, but there's also things that made it harder for me. I'm dyslexic and I have ADD and I had to figure out all those things. But because of that, I also considered it a blessing because I was dyslexic. I had to figure out who I was. remember in junior high being like, am I worthless because I can't read as well as other people? And I told myself, no, you are just as capable.

you just have to work a little harder in these certain areas. And so it was a blessing in disguise, but it was hard.

Kindra Morse (38:57)
How do you view ADD as a superpower for you?

Brynn Snyder (39:06)
Yeah, so I get a lot of stuff done. I get a lot done. a lot, some people, mean, ADD affects everyone differently, but it just gives me more energy and I get very...

Also though, it makes me try new things a lot. So that is a benefit and a curse. Like our team has been like, Brynn, you cannot change anything for the next three months. Do not change anything. And I'm like, okay. But I have, just, I change, I like to test and try new things. So it is a blessing to me, I think though, to have ADD.

Kindra Morse (39:40)
Do you?

Do you have the type in your body or in your mind?

Brynn Snyder (39:49)
I would, I guess I'd probably say both. so like, I don't have to move as much as other people do, but I notice if I move, I usually am less chaotic in my brain. So like running or going on a walk or exercising in the morning makes me much better during the day. But, like I hear when

Kindra Morse (40:05)
Hmm?

Exhaust. Exhaust.

Brynn Snyder (40:15)
when the fan goes on or any exterior sounds, like I hear all those things. So having like noise canceling headphones sometimes could be really beneficial to me.

Kindra Morse (40:23)
to stay focused, yeah. Dan Martell actually has a quote that he puts out all the time. It's, the body to tame the mind. And that's how he manages his without medication is that he basically breaks a sweat every single day. And in what you described in exhausting your body, getting your body to that point calms your mind down.

Brynn Snyder (40:24)
Yeah.

Yes.

Kindra Morse (40:50)
I think, do you feel that you see that in your children, ADHD or ADD?

Brynn Snyder (40:55)
I have two children, I think probably have that have ADD, but I like don't want to put that on them if they, they don't. But, my, I think if you're taught coping mechanisms, or do medicine, you can excel just at the same as anyone else. But like, tried Ritalin as a little kid and I never slept. became an insomniac. So like, didn't work for me. So was better for me to exercise.

Kindra Morse (41:23)
you

Brynn Snyder (41:25)
that be my form of medicine instead.

Kindra Morse (41:28)
What is the best business advice that you've received?

Brynn Snyder (41:32)
Take the money. I was really hesitant to take a loan because I just didn't want, but what I've learned is in a CPG company, you need money. The cash flow is really hard, cash is king. And so if you want to be a million dollar, multimillion dollar company, you should take the money when it's available to you.

Kindra Morse (41:57)
Do you find yourself giving advice to other women that are struggling maybe with dyslexia or ADD or any of the things that you've had to overcome? Do you ever give any advice around those things?

Brynn Snyder (42:15)
I haven't done it a lot. What I've learned though is a lot of female founders have ADD, almost all of us do.

Kindra Morse (42:22)
under like 99 % probably.

Brynn Snyder (42:24)
Yeah, so it's very, very common. then I really haven't met any other dyslexic entrepreneurs, but I know it's actually another entrepreneurial trait is a lot. They said like dyslexic people either end up in jail or end up running a business.

Kindra Morse (42:40)
Right, right, it's true. I think it's an interesting gift if you see it as a gift, if you see it as a superpower. And I think there's a lot of women that maybe might be struggling with it and not know how to harness it. Was there ever a period in your life where you didn't know how to harness that?

Brynn Snyder (43:00)
Again, I had very attentive parents. that was when I was dyslexic, they caught it right away because my mom was reading to me as a little kid and she could tell, like, I should be getting it, but I wasn't. So I was assessed in kindergarten that I had dyslexia. So I went to some special dyslexia classes and I learned how to see, say, and write. So if your kids are dyslexic and you haven't...

looked into the CSAE write, I learned like, if I don't see it and say it out loud and write it down, it's like out of my brain. And so you'll see when I'm in a meeting, even if I have a note taker, I'm always writing just cause it helps put it in my brain.

Kindra Morse (43:47)
that's so interesting. I'm thinking about my daughter and how she has struggled with spelling tests and she has to see, and write them to be able to retain them. That's so interesting. I think that if we can, like you say, diagnose our kids to a point where there's something wrong, but find ways to help them cope with the way their brain works. And same with us.

Brynn Snyder (44:17)
Yeah, I think that's so important because every single one of my children struggle with different things. They're all so amazing in their own way. And so instead of, I want them to be able to feel like I can do anything. It'll be interesting to see how messed up I make them in the long run, but I am trying my best to really instill that in them. And I do see my older two daughters are very capable.

Kindra Morse (44:24)
Bye.

Brynn Snyder (44:47)
because they're old enough that I don't have to help them with anything anymore. And they ask questions when they don't need something instead of sitting in frustration. So if my child doesn't know how to do math, she'll say like, Mom, I need help with this. And I think learning that I ask for help almost every day at work.

That, like, I think people are scared to ask. They're scared to look stupid. I think dyslexia made me realize, like, I can either sit here for an hour and try to figure it out myself, or I can ask chatGBT and no in two seconds.

Kindra Morse (45:24)
Absolutely. ChatGBT is the best. Everybody needs to learn how to use ChatGBT because it's amazing. It changed our lives. Yeah, for sure. I'm trying to decide if I want to ask you more about some of the stuff that I feel as a mom, what have been the hardest struggles you've had to overcome as a working mom, as a mom in business?

Brynn Snyder (45:52)
Food is always so hard, knowing what to feed your kids. So I actually created like a food exchange group with my neighbors and a working mom doesn't have time for friends and it's so hard because we need friends. so I made this, well, another one of my friends is a mom who works. And so we made this group together and we actually, come to my house on Monday nights and I go to their house on Thursday nights.

We make, my husband makes the meal on Monday because he doesn't work on Mondays. And then they make the meal on Thursday. And it just means I get to interact with humans. I, so I think being a working mom for yourself, some of the hardest things is, is when do you get you time?

And so I've tried to just like put that in as part of my life. And so now I get to at least see that one friend every single week.

Kindra Morse (46:52)
And then are you making meals that are pre, like for the rest of the week or is just that night meal that night?

Brynn Snyder (47:00)
Yeah, so

we plan our whole, I kind of am like, feel like almost like a military person. I, on Sunday night, I lay out the whole week. know all the kids' schedules, all my kids are color coded. So Mikelle will look at the calendar and know every single thing that's green is her. And so we know who needs to be where, when they need to be there on every single Sunday night. I use carpools like crazy. I text and make sure I know who's picking up.

which day and I think carpooling also makes you feel less lonely because now you talk to those same moms all the time. I think it's so easy to feel lonely as a working mom. So trying to not.

Kindra Morse (47:39)
you

Do you feel that that's just because you're running the business or any working mom?

Brynn Snyder (47:55)
Any working mom.

Kindra Morse (47:57)
I think any mom

can feel lonely. I have been in periods of time where I wasn't working and I felt lonely.

Brynn Snyder (48:04)
yeah, I agree with that, but I feel like, okay, someone might totally disagree with me and I'd actually love for you guys in the comments to tell me what I'm wrong. But in my mind, when I was a stay at home mom, I had the luxury of at least saying like, hey, do you want to hang out? Do you want to do this? Do you want to go on a walk? Do you want to go to the library together? So I feel like if you are a stay at home mom and you're lonely, you need to put yourself out there.

But a working mom literally just doesn't have time. It's like, if they have the luxury like me of having a house cleaner, then that took three hours out of their week. But if they don't, that mom not only has to cook, but she also has to clean. she also has, like, just going to all of my kids' basketball games is like 20 hours a week.

Kindra Morse (48:59)
Right.

Brynn Snyder (49:02)
So I,

yeah, but I like my sister is pretty lonely and I wonder, well, she works three days a week. So maybe it's because she works three days a week, but.

Kindra Morse (49:16)
think we're lonely because of social media and we're busy and you have to be intentional about scheduling in that part of your life because it's important.

Brynn Snyder (49:30)
I think you have to decide, I'm going to get off the couch tonight and I'm going to go to book club because even though I'm tired as possible, I need those relationships more.

Kindra Morse (49:36)
Mm-hmm.

Yes, yes. How do those relationships serve your, the way you show up as a mom and in your business?

Brynn Snyder (49:50)
so much so.

I just feel like when I'm rejuvenated, I do a better job at being a mom and I do a better job at being a boss. And sometimes when I'm working, I asked someone a question at book club and they helped me solve a new problem. So I just think, I think it's very important that we take time to make relationships outside of our family and outside of our marriage and outside work.

Kindra Morse (50:22)
Absolutely. Last question. What is one thing that you wish people understood about you better?

Brynn Snyder (50:33)
I have a really, I'm very direct. Like I ask questions that probably shouldn't be asked, but it's because, I don't know, maybe I don't have a filter, but also, cause I genuinely, I don't want to do small talk. Like I'd rather like get to know you as a person. And so I think sometimes I can offend people, but I really am.

I have a big heart and I want to help people get better.

Kindra Morse (51:08)
So you feel that the way that people perceive you is that is different than what your heart is.

Brynn Snyder (51:16)
No, because I think when someone knows me, they know... I think my initial impression is not always... It can be like, what did she just ask that person? But I really was like, just want to know about you.

Kindra Morse (51:25)
Thank

That is an ADHD thing, 100%. You're normal. I want to believe that I'm normal and we're normal. Okay, there's nothing wrong with that. I'm the same. I'm very curious. I want to know. I ask a lot of questions. I've embarrassed my husband so much in so many settings where I'm asking questions. He's like, why are you asking them that? Like stop or asking the professional questions about what they're doing.

Brynn Snyder (51:33)
Hahaha!

Kindra Morse (51:57)
And sometimes you can come across like, don't believe you and that it's not my intent at all. It's truly to just understand what it is that you're doing for us or what the plan is.

Brynn Snyder (52:01)
Yes.

Well,

I went to a female founders group and I knew that everyone in the group made a minimum of 2 million, but they could make up to like 50 million. And so I wanted to know how much everyone made and it had nothing to with like judgment or anything. I just wanted to know like, okay, if you made $10 million, you learned so much more than me. How did you get there? What did you do? Okay. You $50 million. What was so, um,

Kindra Morse (52:19)
Yeah!

Brynn Snyder (52:37)
At first, when I asked, I think I asked the person, was like, well, how much money did you make last year? Their eyes were like, do not ask people that question. But because of it, actually, we broke the barriers down faster and I learned so much from them. And so I can see it being a negative, but it can also be a positive.

Kindra Morse (52:54)
you

My question is always, anyone that I perceive as doing well in life, I ask, what do they do or what do you do for work? I want to know because not from a jealousy standpoint at all, clearly what you're doing is working. You're living a life with options that I didn't have growing up. So I wanna know what path are you on that I need to obviously know about.

and how does it work and how did you learn about and how did you build it and all those things because it's not a jealousy thing, it's a possibility thing. Like I want to have my mind opened up to even more possibilities and the only way you learn about the way other people are doing life, business, showing up in the world is by asking.

Brynn Snyder (53:37)
Yes, I think that you summed up exactly. I'm going to ask the awkward questions because I want to learn from them.

Kindra Morse (53:43)
Mm-hmm. And I think you can, my gosh, you can learn so much in life just by being willing to ask. It's the worst question that you can ask is not asking the question. there's no dumb question in my world. There's nothing that you shouldn't be asking.

Brynn Snyder (53:57)
And

that's actually a thing I tell my kids all the time. If you don't ask, the answer is always no. And so ask.

Kindra Morse (54:04)
Mm-hmm. And you've learned fast.

Did you learn

that many-

Brynn Snyder (54:10)
Sorry. I was going to say, I will ask people to meet with me who are big brands. I went to a show and Manscaped was there, Paul Tran. And I just walked up to him and I asked him a question. And I was like, I would love to follow up with an email. And he was like, sure, here's my email. He sold his company for millions and millions of dollars. He was at $50 million in one year when I met him. And I was just like, OK. He knows how to do it. I have to ask him. And he said yes.

Kindra Morse (54:40)
How much have you experienced the people that have had mega success be so willing to share with you what they did?

Brynn Snyder (54:49)
Always.

I don't think that anyone's ever said no to me.

Kindra Morse (54:53)
Mm-hmm. I think people...

Brynn Snyder (54:55)
I think

people want to help other people. People are inherently good. And I think being in this has made me realize anytime I'm like down on the world because I'm reading the news or something, I'm like, okay, I just need to interact with humans. And then I remember people are good.

Kindra Morse (55:14)
Yeah, and they want to see people that are successful truly want other people to achieve that

Brynn Snyder (55:22)
Yes, a hundred percent. I rarely see, I feel like when you're in maybe under the $500,000 mark or something, like there's more like, you're my competition, this and this. But I feel like once you've hit a certain stability road, it's like, there are going to be 20 different hairbrush companies. There are going to be a thousand different clothing brands, but they all can succeed. We can all succeed together.

Kindra Morse (55:48)
Yeah, there's enough sunshine for everybody. Where can people find the slate flosser?

Brynn Snyder (55:52)
Yeah.

Slateflosser.com or Amazon, but I prefer if you buy it from my website, or Slateflosser is our social.

Kindra Morse (56:08)
Okay, and I would love for people to know where to find you so that they can follow your journey, follow your Instagram, follow you wherever you're showing up online. So what are your handles?

Brynn Snyder (56:18)
Okay, so if you are a business woman and you do not have LinkedIn, you need a LinkedIn to be more credible. So get a LinkedIn, put your stuff in. I've noticed a lot of women do not access LinkedIn like they should. So there's my little tidbit, but I'm Brynn McClennan Snyder on LinkedIn and on Instagram, I'm Brynn Mack Snyder. That's my public one. I also have a private one, but it's private because I don't want my kids on Instagram as much.

Kindra Morse (56:49)
But it's really fun to follow your Instagram and see all the places that you're going and all the networking events that you're doing. So that's been really cool. Well, thank you for spending this time with us. I know that people are going to be reaching out and I know that you're going to continue to impact the world in a mega big way. So thank you so much and I look forward to bumping into you in Spokane.

Brynn Snyder (57:07)
Yes, thank you so much for having me. I really appreciate it. And I just want to say to every woman, you can do it. Just believe in yourself.

Kindra Morse (57:16)
Yes, absolutely. All right, bye guys.

Brynn Snyder (57:20)
Bye!

Kindra Morse (57:22)
See, I'm probably actually going to cut it off.