Fine, I'll Do It: Business Playbooks for Mom Founders

Faith & Jenn
  • 5.0 (8)
  • Business

You're building a business and raising a family, and nobody wrote the playbook for doing both at once. So we did. Each episode breaks down how real founders — moms who've actually done it — made the calls that mattered: pricing, hiring, delegation, growth, burnout, reinvention. No hustle culture, no polished origin stories, no advice that ignores you have a kid asking for a snack mid-strategy-call. Just what worked, what didn't, and what they'd do differently. Want the checklists, not just the story? Every episode connects to the Library — our growing collection of playbooks and templates pulled straight from these founders' actual systems. Find it at www.wearefidi.com 

Episodes

  1. Aug 10

    From $750 to Legendary Milk — How Luna Aziz Built a Lactation Brand Moms Actually Wanted

    Send us Fan Mail Luna Aziz started Legendairy Milk with $750, a newborn, and a problem she was trying to solve for herself. After struggling with low milk supply and realizing that many of the lactation products available contained ingredients she didn’t want to use, Luna started researching alternatives. What began as a personal solution quickly turned into something much bigger. In this episode, we break down how Luna went from researching lactation support as a new mom to building Legendairy Milk into a major women’s wellness brand. We talk about the early Facebook post that helped the business take off, figuring out manufacturing, bringing her husband into the company, building a brand mothers actually trusted, and growing the business while raising a family. We also get into the part of the story we care about most at FIDI: what did she actually do, and what can the rest of us learn from it? In this case study, we cover:  Why Luna started with just $750  How solving her own breastfeeding problem became a business  The Facebook post that helped validate the idea  Why Legendairy Milk differentiated itself with fenugreek-free products  How she moved from making products herself to outsourced manufacturing  When her husband joined the business  How the company grew while Luna was also raising her family  Why hiring women and mothers became part of the way she built the company  The decisions that helped turn a very small beginning into a much bigger brand  What another mother building something from scratch can take from her story Luna’s story is a reminder that the beginning of a business does not always look like a business. Sometimes it looks like a newborn, a problem you can’t stop thinking about, a few hundred dollars, and deciding to try something. Find Luna + Legendairy Milk Legendairy Milk:  https://www.legendairymilk.com Legendairy Milk on Instagram:  https://www.instagram.com/legendairymilk/ Luna on Instagram:  https://www.instagram.com/itslunaaziz/ Luna on LinkedIn:  https://www.linkedin.com/in/lunaaziz Legendairy Milk on LinkedIn: https://www.linkedin.com/company/legendairy-milk Find Fine, I’ll Do It Website:  https://www.wearefidi.com The FIDI Library: https://wearefidi.app.clientclub.net/communities/groups/fidi-groupchat/home Instagram: https://www.instagram.com/wearefidi/ Want to go deeper? The episode is the story. The FIDI Library is where we keep the homework. Find the research sources, deeper case study, key takeaways, and additional resources from Luna’s story inside The FIDI Library. Fine, I’ll Do It helps mothers build businesses by learning from mothers who already have. Support the show Find us at @WeAreFIDI Episode every other week

  2. Jul 27

    Pink Lily's Tori Gerbig: What I'd Do Differently at $1M

    Send us Fan Mail Show Notes — Tori Gerbig, Pink Lily Tori Gerbig started Pink Lily in 2011 selling random items on eBay with her husband Chris — both working corporate jobs, a newborn at home, and about $65K in student loan debt, plus a mortgage, plus car payments – they were trying to dig out from under. She launched the actual boutique out of their living room with just $300 in investment. Today Pink Lily is a $140M+ brand, and they didn't leave the living room until 2015. In this episode, Faith and Jenn dig into how a side hustle that started on eBay turned into a real company — the slow, unglamorous build before any of it looked like a "brand," what changed when they finally outgrew the house, and what it actually took to get there while raising a family. We talk about: Why they started selling on eBay in the first place (hint: it wasn't a big vision, it was $65K in student loans)What "starting with $300" really looked like day to dayThe moment the living room wasn't enough anymoreBuilding a company with your spouse — and what that actually requiresGrowing from a side hustle to Inc. 5000 without losing the plotThis one's a good gut-check for anyone who thinks they need a big idea (or a big budget) before they're allowed to start. Resources Mentioned in This Episode  Pink Lily — https://pinklily.com Follow us on instagram @WeAreFIDI Sign up for access to our Library on our website for access to the blueprint of how each mom founder built her business. We did HOURS of research so you can steal it and copy. Get Tori's BluePrint on how she built Pink Lily. Support the show Find us at @WeAreFIDI Episode every other week

  3. Jul 13

    Erika Ayers Badan: The Barstool Sports CEO Who Bet on Herself

    Send us Fan Mail Erika Ayers Badan is best known as the former CEO of Barstool Sports, but her story is about far more than one company or one massive exit. In 2016, Erika stepped into a 12-person operation valued at roughly $15 million and became Barstool Sports’ first CEO. During her time there, the company grew into one of the most recognizable media brands in the country and was eventually acquired in a deal valued at approximately $550 million. But this episode is not a step-by-step breakdown of how Barstool scaled. It is the story of the woman who agreed to lead it. In Season 1, Episode 5 of Fine, I’ll Do It, Faith and Jenn explore Erika Ayers Badan’s career, her leadership style, her experience as a working mother, the lessons from her book Nobody Cares About Your Career, and her next chapter at Food52. We talk about: • Why Erika accepted a job almost everyone warned her not to take • What her years at Barstool Sports reveal about leadership, risk and resilience • How she handled criticism, failure and working in a highly public role • The career lessons behind Nobody Cares About Your Career • How ambition and motherhood shaped her decisions • Why leaving a successful chapter can be just as important as building one • What we can learn from her move from Barstool Sports to Food52 • The takeaways mothers, founders and women in business can apply to their own careers Erika’s story is a reminder that your career will rarely follow a clean, predictable path. Sometimes the biggest opportunities are the ones that make the least sense on paper. This episode is about betting on yourself, doing the uncomfortable work, learning as you go and taking ownership of the career you want to build. Fine, I’ll Do It studies the real stories of successful mothers in business—the risks, decisions, failures and lessons behind what they built. Listen to Season 1, Episode 5 wherever you get your podcasts.Resources Mentioned in This Episode Read Nobody Cares About Your Career by Erika Ayers Badan Erika’s book is an honest, practical guide to navigating work, failure, difficult bosses, unexpected opportunities and the reality that no one will take greater ownership of your career than you. https://www.erikaayersbadan.com/book Subscribe to Erika’s Substack, Mule Media Read Erika’s thoughts on work, leadership, motherhood, career changes and building a life that works for you. https://erikaayersbadan.substack.com/ Join Work Like a Girl Work Like a Girl is Erika’s community for professional women who want to connect, learn from one another and create value for each other at work. https://www.worklikeagirl.com/ Support Fine, I’ll Do It Enjoying the podcast? You can support Fine, I’ll Do It through Buzzsprout. Your support helps us continue researching, recording and producing in-depth business stories for mothers. https://www.buzzsprout.com/2614319/support The Platform We Use to Build FIDI We use GoHighLevel to manage the Fine, I’ll Do It website, landing pages, email list, automations and The Group Chat community—all from one platform. We recommend GoHighLevel for business owners who are tired of piecing together separate tools for their website, email marketing, customer management, funnels, courses and community. Having everything connected in one place makes it easier to follow up with your audience, automate repetitive tasks and build a more organized customer journey. Learn more and try GoHighLevel here: https://www.gohighlevel.com/?fp_ref=vineyard-village-12 Disclosure: The GoHighLevel link above is an affiliate link, which means we may earn a commission if you sign up through it, at no additional cost to you. We only share tools we genuinely use or believe may be valuable to our listeners. Stay Connected with Fine, I’ll Do It Join The Group Chat for private mini episodes, practical business resources, AI tips and behind-the-scenes conversations for mothers building businesses. https://www.wearefidi.com Support the show Find us at @WeAreFIDI Episode every other week

  4. Jul 6

    600K from Digital Courses and Potty Training Infants | The Story of Andrea Olson

    Send us Fan Mail This Mom entrepreneur found a corner of the internet nobody else wanted — and built a real business there. In this episode, we break down how one mom turned a topic most people would never think of into a following, a brand, and an income (actually 3 income streams) and what it actually took to get people to trust her enough to pay for it. We get into the early doubts, the pricing mistakes, how she found her first paying customers from a blog and an e-book, and the moment she realized she had something bigger than a side hustle. If you've got an idea you're scared is "too weird" or "too niche" to build a business around — this one's for you. 🎧 Listen: The Podcast 📸 Follow FIDI: @WeAreFidi  Join our Community "The Group Chat" - Free for now! Get exclusive access to 5 Minute Mini Episodes and more!  https://wearefidi.com/ - And let's chat about everything you're doing in life and in your business. Chaos is welcome.  Find Andrea Olson Support the show Find us at @WeAreFIDI Episode every other week

  5. Jun 25

    Fine, We'll Tell You Who We Are

    Send us Fan Mail In this episode of Fine, I’ll Do It, Jenn and Faith finally introduce themselves. We’re sharing how we each found our way into business while raising kids, building families, and figuring it out as we went. Faith shares how she went from the wine industry to building a kid-friendly wine tasting room and play café in Napa Valley in just three months. Jenn shares how she went from nursing to helping scale a family real estate business from 11 units to 250, while also building creative work in photography, hospitality, and mom-centered storytelling. This is the episode where you get to know the hosts behind the mic — the moms, the businesses, the pivots, and the “fine, I’ll do it” moments that brought us here. Join our Community "The Group Chat" - Free for now! Get exclusive access to 5 Minute Mini-episodes and more!  https://wearefidi.com/ - And let's chat about everything you're doing in life and in your business. Chaos is welcome.  Support the show Find us at @WeAreFIDI Episode every other week

  6. Jun 1

    A Stay-at-Home Mom With a Blow Dryer and Two Toddlers | How Alli Webb Built Drybar

    Send us Fan Mail Alli Webb was a stay-at-home mom with two toddlers, a background in hair, and zero business plan. What she had was a gap in the market, a Yahoo mommy group, and the audacity to charge $40 to drive across LA and blow out her friends’ hair. That side hustle became Drybar — 150+ locations and $255 million later. And this was not planned.  In this episode, we trace how a mom who needed something for herself accidentally built an industry. We cover the mobile blowout days, the leap to a brick-and-mortar with her brother’s money and her husband’s creative vision, and what it actually looks like when lightning strikes in the first week of opening. We also don’t skip the hard part — building something massive doesn’t insulate you from everything falling apart personally. If you’re in the middle of building something while your kids are small and your life feels messy, this one’s for you. Follow us on instagram at https://www.instagram.com/wearefidi Join our Community "The Group Chat" - Free for now! Get exclusive access to 5 Minute Mini Episodes and more!  https://wearefidi.com/ - And let's chat about everything you're doing in life and in your business. Chaos is welcome.  Support the show Find us at @WeAreFIDI Episode every other week

  7. Jun 1

    She Started a Jewelry Business With $500 and a 3-Month Old | Kendra Scott

    Send us Fan Mail This is the story of a mom who was running out of options and had a 3 month old baby. She needed to make some additional income while her husband was in between jobs and she didn't have the luxury or time to casually pursue a hobby.  She noticed a gap in the jewelry market where you could buy really expensive jewelry for a lot or really cheap jewelry that didn't last. So after taking a few jewelry making classes and having friends ask her to make them custom pieces, she decided that she had a market.  This is the story of a mom entrepreneur who faced failure, death in the family, lost businesses, failed marriages, the challenge of raising three children while building her company and so much more. We are studying this successful mom's story to see where she pivoted when most other people would have quit. We're taking her lessons and seeing how we can use them in our own pursuit of raising kids while raising a business.  Join us, leave a comment, share your stories, your success, your failure and we'll all feel a little less alone on this journey of motherhood in business.  We Are FIDI (Fine I'll Do It)  The story of most mom-owned businesses. Find us on Instagram at https://www.instagram.com/wearefidi Join our Community - Free for now! Get exclusive access to 5 Minute Mini Episodes and more!  https://wearefidi.com/ Support the show Find us at @WeAreFIDI Episode every other week

  • 7 Episodes

5
out of 5
8 Ratings

About

You're building a business and raising a family, and nobody wrote the playbook for doing both at once. So we did. Each episode breaks down how real founders — moms who've actually done it — made the calls that mattered: pricing, hiring, delegation, growth, burnout, reinvention. No hustle culture, no polished origin stories, no advice that ignores you have a kid asking for a snack mid-strategy-call. Just what worked, what didn't, and what they'd do differently. Want the checklists, not just the story? Every episode connects to the Library — our growing collection of playbooks and templates pulled straight from these founders' actual systems. Find it at www.wearefidi.com 

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