APPLEBAUM DARE TO DREAM IMPACT STORY
Breadless: Say Yes to Healthy Eating
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LaTresha (L.C.) Staten, MBA ’20, Detroit, MI
readless is a healthy, quick-service restaurant chain that serves tasty sandwiches wrapped in fresh and nutritious greens. This venture received Phase II and Phase III funding as part of the Applebaum Dare to Dream program offered at the University of Michigan Ross School of Business during the 2019-20 Academic Year.
How It Began
For 10 years, my then-fiance Marc Howland struggled to find healthy, on-the-go food options that fit into his clean eating regimen. He found that working out daily and eliminating bread from his diet helped him to maintain his shape and left him feeling energized. Working long hours in Corporate America, Marc found lunchtime and commuting a consistent dietary challenge. Since I have a background in marketing, and was a member of the Zell Lurie Commercialization Fund that focused on early-stage start-ups, I was particularly interested in helping solve this problem. We connected with friend and celebrity-chef, Ryan Salter, to build out a plan to get this product to market.
Why We’re Passionate About It
Through beta testing I have learned that what Breadless is to Marc — a way to stay fit — is very different from what Breadless is to many of our customers. Customers love Breadless because they know that everything on the menu is low-carb and glutenfree. In testing our product, we have had people who are glutensensitive, have diabetes, high blood pressure, or high cholesterol tell us that they absolutely need Breadless because they struggle to find things to eat that won’t put their health at risk. It is our customers who helped give me that larger sense of purpose that Breadless can help millions of people live healthier, happier, and more fulfilling lives by making it convenient for people to access tasty, low-carb, and gluten-free sandwiches.
The Applebaum Dare To Dream Impact Applebaum Dare to Dream helped us to think critically about the project, to refine our strategy, and ultimately our business plan. Even more, the program helped give me confidence in my own abilities by helping me to refine my entrepreneurial toolkit.
Updates
Applebaum Dare to Dream helped us get to $10,000 in sales
all via beta testing. The program has helped us pay for critical expenses like securing the trademark for our name, Breadless. At the beginning of this summer, we set out to raise $350,000 in angel capital to open our first of several quick-serve locations in Metro-Detroit/Ann Arbor. As of September , we have raised $1M and are looking to close out our round at $1.1M very soon. This will allow us to open at least two restaurants in Michigan in the next 15 months and we could not be more excited!
Advice
• Get something in front of your customers as soon as possible and as cheaply as possible so that instead of talking about what you think people will buy, you can get real market feedback. • Get comfortable with rejection. Nobody else has the same drive, determination, or hunger for your project as you do — don’t quit. • Always remember “WHY” you’re doing what you’re doing. It will help you muster the grit to overcome obstacles.
Thank You!
Our whole team is immensely grateful for the opportunity you have provided me, my husband, and our co-founder Ryan. When Breadless is a nationwide household name, I will be proud to tell the world that I’m an Applebaum Dare-to-Dream alum. The Applebaum Dare to Dream program was made possible by generous support from the Eugene Applebaum Family Foundation. Offered through Michigan Ross’ Zell Lurie Institute of Entrepreneurial Studies, this program helps undergraduate and graduate students develop a business idea from the ground up by offering business development workshops and awarding grants of $300 up to $5,000.