Founders in Full
Founders in Full explores the future of family-focused solutions—from innovative tech startups to mission-driven services and products that help parents, caregivers, and families thrive.
Each episode features candid conversations with founders on what it really takes to start and scale: from customer research and product-market fit to brand positioning and marketing strategies that drive growth.
Whether you’re a family-focused founder, investor, or advocate, you’ll hear real stories and practical lessons on finding your ideal customer, crafting trust-building messaging, choosing the right channels, and prioritizing time and budget when every decision counts.
Hosted by Dan Ritzke—Fractional CMO and FamTech Marketing Consultant—Founders in Full shares the stories and insights of the people shaping the next generation of family-centered solutions.
Founders in Full
Sarah Spliethoff - Sunniemade
In this episode of Founders in Full, I talk with Sarah Spliethoff, founder of Sunniemade, a personal care brand on a mission to make sustainability feel effortless with plant-powered, plastic-free products that people genuinely love using.
After more than a decade in the agency world—working in experiential marketing, creative strategy, and brand development—Sarah set out to build a brand of her own. What started as a side hustle making bar soap in her kitchen has grown into a thriving business with a loyal customer base, a clear mission, and a uniquely thoughtful approach to product development.
We dive into:
- How agency life prepared her for building a brand from scratch
- What she learned from selling in-person and watching customers interact with her products
- Why shampoo bars became a breakout product—but not the whole story
- How she approaches growth without paid ads or outside funding
- The role AI now plays in helping her stay efficient as a solo founder
If you’re building a product business—or thinking about how to blend storytelling, strategy, and sustainability—this episode is for you.
About Sunniemade:
Sunniemade is a personal care brand that creates clean, plastic-free products designed to make sustainability simple and delightful. From shampoo bars to lip balms, everything they make is rooted in plant-based ingredients, thoughtful design, and a clear belief: doing better for the planet shouldn’t feel like a compromise.
Learn more about Sunniemade: https://www.sunniemade.com
Connect with Sarah on LinkedIn: https://www.linkedin.com/in/sarah-spliethoff-2b777716/
Connect with me (Dan Ritzke):
I’m a Fractional CMO who helps FamTech companies position their brand, sharpen their messaging, create marketing strategies that drive growth, and oversee execution to make sure those plans turn into results.
👉 Visit my website: https://danritzke.com/
👉 Connect with me on LinkedIn: https://linkedin.com/in/ritzke/
Apply to be on the podcast or nominate a founder:
👉 Founders in Full: https://danritzke.com/podcast/