Podcast Summary

She's So Lucky

Episode: What Happens When You Stop Drinking and Start Building

Host: Les Alfred
Guests: Shanna (CEO/Founder, Sensory), Darian (COO, Sensory), Ashlyn (CMO/Co-Founder, Sensory)
Date: March 17, 2026

Episode Overview

This episode dives into the journey of Sensory, a Black women-led startup making waves in the non-alcoholic functional beverage space. Les Alfred hosts Sensory’s three founders—best friends Shanna, Darian, and Ashlyn—as they candidly discuss what happens when sober curiosity, groupchat chemistry, and an entrepreneurial spirit converge to build a business. The candid conversation covers the leap from drinking to wellness, practical challenges in CPG (consumer packaged goods), friendship as a business foundation, fundraising, scaling issues, lessons from their first explosive year, and the audacity required to break through barriers as women of color in business.

Meet the Founders (02:00 – 02:40)

• Darian: COO—Handles strategy, operations, and major tactical project management.
• Shanna: CEO/Founder—Guides strategic growth and vision for Sensory.
• Ashlyn: CMO/Co-Founder—Oversees consumer-facing communications and brand consistency, especially through social and digital channels.

From Friendship to Foundership (03:00 – 05:05)

• The trio met in middle school in a predominantly white suburb near Dallas, Texas, connecting as the only Black girls able to comfortably navigate diverse social circles.
• Shared wellness interests and church discussions deepened their bond over the years, even as they attended different universities.
• Their long-standing friendship brought the trust, transparency, and complementary skills needed to launch a business together.
• Quote:
  • “We were always the three Black girls that could navigate any friend group.” —Shanna (04:00)

Becoming Sober Curious & The Idea for Sensory (05:36 – 09:07)

• Wellness routines clashed with drinking habits: “It didn’t make sense; we’d do all this wellness, then go home and crack open two bottles of wine.” —Darian (05:43)
• Dry January experiences revealed how much better they felt without alcohol, but old habits came back quickly.
• Shanna’s husband prompted her to create a product herself after she struggled to find a non-alcoholic beverage that checked every box (taste, effect, health).
• The idea for Sensory stemmed from her kitchen experiments during Dry January; it combined wellness ingredients and a “feel something” promise.
• Quote:
  • “I had journal entries of asking God for a product that solves a problem, has emotional resonance, and when it comes, I'm going all in.” —Shanna (09:08)

Building a CPG Startup as Best Friends (09:43 – 13:12)

• The founders naturally fell into business roles reflecting their existing strengths and past collaborations in PR, content, and ops.
• Their go-to-market approach hinged on moving extremely fast—“blitzscaling”—inspired by the book Blitzscaling.
• Initial execution: whiteboard roadmaps, cross-functional lists, rapidly launching and learning.
• Quote:
  • “Every single day I was like, blitzscale. As long as we have an undeniably great product, then we'll win.” —Darian (11:08)

Year 1: Brand, Community, and Product Focus (13:15 – 14:46)

• Sensory’s first year prioritized community building and brand—using Poppy’s playbook for beverage brands: focus on cult-like following before scaling distribution.
• They saw immediate product-market fit—selling out, high reorder demand, and customers asking for restocks.
• Quote:
  • “We turned one! The first year, it was about building this, like, cult community around the brand.” —Shanna (13:42)

The Reality of Selling Out (19:49 – 24:23)

• Selling out sounds good externally but reveals backend challenges—cash flow, supply chain bottlenecks, and lost revenue.
• Manufacturing constraints (e.g., can supply) and payment structures (no more credit cards, upfront cash) make reorders complex.
• Sensory is preparing for a risky but necessary leap—ordering 100,000 cans (up from 20,000) to catch up with growing demand and reduce costs.
• Quote:
  • “It sounds like a flex to say we sold out, but it really just means you kind of have some holes in here.” —Shanna (23:30)

Fundraising Realities (26:26 – 31:12)

• Sensory was self-funded at first—using Shanna’s credit and jobs for capital.
• After initial traction (selling 5,000 cans and making $25k), they raised ~$140,000 via friends and family, spurred by authentic outreach on social.
• Their advice: Don’t wait for permission or resources; bootstrap creatively and ask for help.
• Quote:
  • “Take what you have and make something shake.” —Shanna (26:27)
  • “Six figures isn’t anything... now. Being very, like, transparent, we're almost check to check for the business, but... it works for us because our product moves.” —Shanna & Darian (31:11)

Scaling, Distribution, and Operations (35:25 – 37:42)

• D2C is still their core, but scaling means learning new skills (taking courses, hiring advisors).
• Inventory management is a stress point—retailers and wholesalers are unforgiving if you can’t keep up supply.
• Entry into traditional and non-traditional retail is near; they’re hiring, raising, and investing in learning the sector’s nuances.

The “Act Like a White Man” Audacity, Ownership, and Business Mindset (47:32 – 50:01)

• The founders discuss the importance of audacity and confidence, noting that many white men historically succeed on little more than these (and access to capital).
• They stress the power of “bullshitting with confidence”—faking it till you make it—and not letting lack of experience or funds be a mental barrier.
• Quote:
  • “Audacity and confidence gets you a lot further... Right now I’m like, I’m just in the era of we need to get our way. And how we get our way is a little bit of bullshitting, bullshit with confidence.” —Darian (47:52)
  • “Act like a white man.” —Shanna (48:31)

Realities of Building While Under-Resourced and While Working Corporate Jobs (57:29 – 58:13)

• Ashlyn still works her corporate job and notes the mental and physical toll of balancing both worlds, highlighting the strength she finds in partnership and community.
• They’re open about the hardships of founder life and push against glamorized narratives.

Business Crash-out Moments & Persistence (50:19 – 54:08)

• The founders candidly describe supply chain nightmares—crashed product trucks, lost ingredients, last-minute shipping snarls—and their solution-oriented, assertive but kind approach.
• Founders advise: have solutions, not just problems; combine kindness with firmness.
• Quote:
  • “Don’t come to me with a problem without a solution.” —Darian (52:06)

The Power of Energy, Kindness, and Community Support (54:26 – 56:59)

• Luck, alignment, and “good energy” brought opportunities—from CultureCon comped opportunities to a personal connection with a sales advisor from Poppy.
• The Shark Tank process began when a casting director connected with their vibe and story on social.
• Quote:
  • “While it is important to be stern... there’s this really natural balance of warm and energy that speaks louder than anything.” —Shanna (56:47)

Key Lessons from Year One (57:02 – 61:55)

Ashlyn’s Reflection (57:31):

• The journey is hard; she wouldn’t do it solo. Having partners makes the impossible possible, and accountability supports joy and endurance.

Shanna’s Reflection (59:25):

• Spiritual grounding and personal confidence are essential; act and “put yourself out there” instead of waiting for permission or perfect circumstances.

Darian’s Reflection (60:35):

• Don't build a "nice to have." Create a must-have solution and root yourself in your end vision to weather daily chaos.

Powerful Quotes & Memorable Moments

• “I'm never going to align myself to what doesn’t feel good just because it's what's happening. I'm going to think like a white man who just does what he wants and then he gets what he wants.” —Shanna, 49:36
• “If you can get your hands on a million dollars to fortify your business, get it.” —Advice relayed from Ryan Wilson via Shanna, 45:30
• “There’s no doubt you’re not going to want to cry every single day. But if you can root yourself in that end feeling, then you’ll absolutely be OK.” —Darian, 61:55

Timestamps for Key Segments

• Founders’ Backstory: 03:00 – 05:05
• Why Non-Alc & Product Genesis: 05:36 – 09:07
• Early Execution & Go-to-Market: 09:43 – 13:12
• Brand First, Product Experience: 13:15 – 14:46
• Selling Out & Scaling Pains: 19:49 – 24:23
• Fundraising Journey: 26:26 – 31:12
• Distribution & Scaling Lessons: 35:25 – 37:42
• On Audacity & Confidence: 47:32 – 50:01
• Crash-Out Moments & Problem-Solving: 50:19 – 54:08
• Luck/Alignment in Biz: 54:26 – 56:59
• Year 1 Lessons/Advice: 57:02 – 61:55

Tone & Language

• Down-to-earth, transparent, and witty (“We’re just girls... No, we’re not just girls. This is business.”)
• Real talk about money, risk, problem-solving, and race/gender dynamics.
• Encouraging, with practical and spiritual advice for aspiring founders.

Closing Thoughts

This episode offers an honest, timely look at what it means to build—financially, emotionally, and operationally—at the intersection of friendship, identity, and entrepreneurship. Whether it’s the reality of launching with a credit limit, learning to negotiate under pressure, or manifesting business blessings with audacity, the Sensory founders prove that making your own luck is equal parts intention, grit, and community.