Selected work — 003
Homegrown.
An online farmers’ market where cottage food vendors run their own storefronts. I co-founded it — so this is the venture where every system I sell gets tested on my own money first.
The situation
Local food vendors sell out at the Saturday market, then go dark for six days. The market is the storefront — and it only exists once a week. Homegrown gives every vendor an online storefront their community can buy from all week.
The move
I co-founded the company and run product and growth alongside a small engineering team. The growth side runs on the same AI systems I build for clients: content pipeline, vendor outreach, paid acquisition, onboarding, and the reporting that keeps it honest.
Both seats
Founder on one side. Operator on the other.
The founder seat
- Marketplace product, built with the engineering team
- Vendor storefronts their community buys from all week
- The roadmap, argued over spreadsheets
The operator seat
- Vendor outreach, onboarding, and launch systems
- Content and SEO pipeline
- Paid acquisition and the reporting that keeps it honest
What got built
The wiring, piece by piece.
- i.Marketplace product, built with the engineering teamProduct
- ii.Vendor growth systems — outreach, onboarding, launchGrowth
- iii.Content and SEO pipelineContent
- iv.Paid acquisition and creative testingAds
- v.Ops reporting across the funnelOps
“The work I do for partners is the same work I do for myself.”