Confessions of an Entrepreneur's Wife

She was proud to support her husband's dream of building a great business. But five years is a long time to watch someone focus on his company at the expense of everything--everything--else.

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Some of the names in this story have been changed.

We were on vacation at the lake when my husband decided to start a company. Our five-year-old, Lily, was napping, so we had some rare adult time to talk about the opportunity Bill was considering. He wanted to leave his job as general manager for an industrial laundry plant to partner with a guy who had invented a drink that was carbonated but also 100 percent juice. It seemed to Bill like the chance of a lifetime, given that he had worked for a number of entrepreneurial companies before, most notably a few beer businesses. And I agreed. As we aged it would only become harder for him to take a big risk like that. We had some money saved and had recently relocated from Boston to Richmond, Virginia--a pretty affordable town. Why not go for it?

I knew what we were in for. I had been a business journalist for a dozen years (five of them on staff at Inc.) and had written countless articles and a couple of books about managing start-ups. My husband was a smart M.B.A. with entrepreneurial drive, I told myself, and I would be the supportive wife with exceptional business sense. In five years, he would sell the company to Coke or Pepsi and cash out.

Of course you've already guessed it: I was dead wrong on nearly every count. Neither of us could have predicted the company's surprising trajectory. Watching Bill navigate the entrepreneurial life, I see now just how little I really knew about starting and building a business. In the five years since Bill embarked on his great adventure, I've come to realize the only thing I was right about originally is that my husband is, indeed, a smart M.B.A.--and he has more entrepreneurial drive, much more, than either of us knew.

Who Wants Another?

The early days were exciting. Bill's partner, Wayne, had developed a unique and sexy consumer product. Bill and Wayne spent the fall of 2000 working on the business plan--Wayne was to manage operations and Bill took sales, marketing, and fundraising, as well as the titles president and CEO. First, of course, came the money, and that wasn't easy. The dot-com bubble had just burst and nobody seemed to have spare investment cash lying around. As I watched our bank account dwindle and wondered when he would give up, Bill hit the venture capital breakfast circuit and worked his cell phone. For a man who professes to hate networking, he certainly knows how to make connections. In February he cobbled together $800,000 in angel financing. It was enough to launch.

We'd had a group of friends and neighbors over to taste-test and suggest names. We spent the day in our dining room, gleefully shouting out potential names and writing them on an oversize chalkboard. Licking Creek didn't make it (although the neighbor who shouted that out still has the mockup bottle Bill gave her). Neither did Knew Jewce, the original name Wayne had given it. A week after the meeting, Bill came up with The Switch, a skateboarding term for making moves more complicated by doing them backwards, or "switching" them up. His company would be the Switch Beverage Co.

Friends and neighbors asked us about investing, delighted by how Bill's adventure was unfolding. A few did invest, as much as $50,000. We had jumped into a glamorous and risky dream, one few others would chance, and they were all eager to live vicariously by hearing every detail. I would discover later that many of these friends and their happy questions would disappear when the company took downturns.

Bill developed packaging--he chose a retro look--and a detailed marketing plan, and bought a pair of giant Land Rovers, which he covered with metal racks and shrink-wrapped with colorful company logos. His first account came from a key investor who was part of the family that owns Ukrop's, one of central Virginia's largest (and still independent) grocery chains. The Switch made its debut at an outdoor festival in Richmond on Memorial Day weekend, 2001. Bill set up one of the Rovers to do a tasting, and Lily and I couldn't give away the samples fast enough.

I remember how thrilled I was to see The Switch at the grocery store. I stood in the aisle and laughed. It was the moment I realized that Bill had actually done what I had written so many stories about.

Bringing the product to market had taken nine months, and I remember how thrilled I was to see it in the cooler at the grocery store. Ukrop's and Kroger stocked all five flavors, and the rows of bottles sat right next to Jones Soda and SoBe, just like they belonged there. I stood in the aisle and laughed. It was the moment I realized that Bill had actually done what I had written so many stories about. Consumers were buying his dream.

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