My Start-Up Story: Homespun founder Erica Sheehan
Growing from Erica Sheehan’s kitchen to farmers markets to being stocked in Avoca, SuperValu and Selfridges, Homespun is a healthy food business that creates moments where we slow down for just a minute and savour meals that are delicious and wholesome. Erica shares the story so far.
I had worked in the media and in PR for about ten years after college and I loved it, but always dreamed of doing my own thing, especially in the area of food. After a few trips to the West coast of the States in the mid 2010s, I got inspired to launch my business. This was when green juice was just becoming a thing and healthy eateries and brands were popping up everywhere. All the things I’d been interested in food wise were suddenly going mainstream and I wanted to be a part of it. I dipped my toe in by selling Homespun’s Quinoa Crunch granola at a Saturday farmers market and we have grown from there to supply Avoca, SuperValu, Nourish, as well as Harrods and Selfridges.
Over my career, I’ve worked in television, in PR, in a large semi-state company and in a big FMCG multinational. The mix was really interesting and I was really lucky as regards opportunities to learn from incredible people. But a point came when I felt this urge to grow something I could call my own. The urge got louder and louder. I knew I’d regret it if I didn’t try.
My biggest goal is to make Homespun a trusted Irish food brand that’s synonymous with healthy wholefoods, deliciousness and innovation, and to be happy along the way and enjoy the journey.
I really want our products to spark joy and delight when people taste them. The best feeling at tastings and food festivals is when people taste our Oat Bars and bring over their friends saying, “You’ve got to taste this!” I want for our customers what I want for myself – good food that tastes delicious. Taste is everything when it comes to food. No power on earth will make me consume spirulina!
The logistics
I used a mix of savings, some grants from my Local Enterprise Office, plenty of boot strapping and some support from the Enterprise Ireland New Frontiers programme to gather the capital to start Homespun.
Just as I was setting up, I got a place on the aforementioned Enterprise Ireland New Frontiers programme for entrepreneurs. It helps you develop the skills to move from a business idea towards an income-generating and investor-ready startup. You receive mentoring, training, incubation space, access to R&D facilities, and financial support, once your idea has been validated. I’d really recommend applying.
In business, the best financial advice I’ve ever received has been to try to keep your overheads low. In life, after I got my first job, a staff member in Bank of Ireland advised me to have my credit card bill automatically paid out from my bank account the day after pay day, so there would always be the funds to pay it off. I’ve never paid interest on a credit card bill and it’s down to that little bit of advice. Thank you, whoever you are!
I’ve been out of the Irish education system a while, so I can only say I hope that it supports entrepreneurship. I feel like there’s probably more room now with Transition year and so on. I do recall setting up a mini company in senior school. Mine was a food business. It’s all come full circle!
“Back yourself”
I was definitely nervous about the prospect and realities of becoming an entrepreneur. I was walking away from a lucrative corporate role to set up a food business. But in the end I told myself it didn’t work out and I could get another job. Any time I’d have a wobble, my husband Michael would say: “Back yourself.” It’s good advice. We’re great at encouraging others but we need to be our own cheerleaders too.
I’m a calculated risk taker. During Covid, I got the idea for our Chicory Root Syrup. It’s super low sugar and low carb and I loved the taste also. I was confident other health conscious consumers would respond to it too, but before I took the leap and pushed the button on branding, procurement, bottling etc, I pitched the idea to SuperValu. Luckily they liked it and wanted to list it, so I went ahead and set about launching it. I told myself I’d figure the rest out of it.
Ambition can be a loaded term but when we are ambitious and pour our energy into the right things, ambition can bring out the very best in us. I’m ambitious to create a trusted Irish food brand that’s synonymous with great taste, health and innovation. But not at the expense of my sanity or wellbeing.
So for me I guess it’s a clear vision, fuelled by excitement and energy but tempered by realism and compassion for yourself and everyone else involved.
What supports my wellbeing as a business owner? My peers in the food business who have become friends, we help each other out all the time. I’d be lost without them; Movement, I find lifting weights really calming and I love hikes. We did a few Homespun ones this year and hope to run more; Sleep, because things always seem better after it.
On tough days, having the ability to put the day behind you and wake up the next morning to start over with a positive mindset is an essential quality for a resilient entrepreneur. Being able to put things into perspective is the other big one. I always remind myself it’s not life or death.
As the brand gets bigger, we will definitely need to hire more and it makes me equal parts apprehensive and excited. It’s a responsibility. Retaining people on a freelance basis can be a good way to see if you work well together before you take the plunge. I’ve found it’s easier to delegate work in areas that don’t play to my strengths. I tend to delegate less when it’s work I’m somehow convinced I’m good at. The problem is it often doesn’t get done. So delegating is a good idea!
“You can have it all, but you can’t do it all”
That saying—you can have it all, but you can’t do it all—resonates with me. When I stopped trying to do everything, I found work life balance a lot easier to achieve and I became happier as a person and entrepreneur.
My favourite thing about my business is being able to follow my instincts and make things happen. There’s an exciting sense of agency. On the other end of the spectrum, I’m not so fond of the financial admin. But we have a solid accountancy firm who look after everything in that line, thankfully!
Founding Homespun has been the most rewarding risk I’ve ever taken for sure. There’s a lot to running your own business but that feeling of being in control of your day to day is the best feeling, for me anyhow.
I heard Rosie Connolly speak at an IMAGE Business Club event recently and she said: “You can’t learn to drive in a parked car,” and for me it speaks to just getting out there and not spending too much time writing a business plan in isolation. Talk to as many informed people as you can. You’ll learn a lot by just having conversations. Consider launching your venture as a side hustle to start with. You can see if it has potential. Share your ideas and concepts with your target consumer and customers. They’ll add huge value if you listen. Enjoy the ride!
Photography by Veronika Faustman.
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