Who was the first person to say yes to you?
That question captured one of the most meaningful themes of the Enthuse Foundation’s 8th Annual Pitch Night. We attended on behalf of Counta, a sponsor of the evening, joining a community celebrating women entrepreneurs in the consumer-packaged goods industry.
There was something powerful about being in a room where women were cheering each other on, sharing their experiences, and finding support for their next steps. Behind every pitch was a personal story, hours of work, and the determination to turn an idea into a business.
The Founders at the Enthuse Foundation Pitch Night
Cotto founder Kendall Kransdorf took home the grand prize with her flavorful, whipped, high-protein cottage cheese dips. Her story connected a desire to help people eat healthier with a fresh approach to an everyday product.
Cartwheel’s Joanna Shu brought confidence and humor to the stage, making her pitch feel like a conversation. Her business focuses on first aid for families, and her engaging delivery was a highlight of the evening. Cartwheel won the Audience Choice Award.
Noodo founder Liana Krasnow stood out for her memorable tomato-print outfit and the personal motivation behind her pasta sauces. As a mother creating something for families with picky eaters, she shared a mission rooted in her own experience.
Veggie Vice offered another take on everyday snacking with freeze-dried vegetable chips. The bell pepper chips were a particular highlight for Bhakti.
Fermenteria rounded out the finalists with probiotic water kefir, introducing more people to a different kind of fermented beverage.
The Challenges of Building a Businesss
Across the pitches and conversations, several challenges kept coming up: reaching new customers, marketing on limited budgets, managing revenue pressures, and standing out in crowded categories. The founders shared their ambitions for growth and the work ahead. Having a great product is one thing; helping people discover it and building a sustainable business around it takes persistence, planning, and support.
The Power of Someone Saying Yes
The host’s story about the first person who believed in her brought that support into focus. It invited everyone to consider their own first “yes” and the difference one person’s encouragement can make.
As Natalie reflected:
“Whether it’s a family member, a mentor, or a first customer, that initial vote of confidence can make all the difference in getting a business off the ground.”
For Bhakti, the founders’ stories also sparked a personal connection:
“As a woman working toward her own dreams, I felt deeply connected to the stories in that room.”
The evening brought to mind the women who inspire her, from her mother and friends to her colleagues, and the everyday encouragement that helps people believe in their own ambitions. The founders’ stories showed how experiences of health, motherhood, identity, and community can shape both a product and the determination behind it.
Why Counta Supports the Enthuse Foundation
At Counta, we understand the value of strong financial processes and systems that support a business as it grows. The evening also highlighted the importance of encouragement, connections, and opportunities. We were proud to represent a company supporting that work through the Enthuse Foundation.
Thank you to the Enthuse Foundation for bringing this community together, and congratulations to all the finalists and winners. It was a privilege to listen, cheer, and celebrate the women building these businesses—and the people saying “yes” to them along the way.
