I am Sue Sullivan and Reddit saved my sauce and rub company, Hot Squeeze. Tomorrow, I’m heading to Wal-Mart for my last, big pitch for distribution. Whatever happens, I wanted to say thank you for all your support and AMA! Helping me out with this...

Ex-Walmart Buyer here. Don't be nervous. Most of us are nice people in general and would like nothing more than to see you succeed as a company. Having said that, here is what I tell all my suppliers whenever they pitch to buyers in other categories.

Why your product? A lot of supplier have great stories to tell and I'm sure you do too but don't focus too much time on that. Have three different versions ready and stick to the short version unless the buyer wants to know more about your company.

Focus instead on why you think your particular product will outsell your competition currently on the shelf at Walmart. I assume you already took the time to scope out the competition by visiting different Walmarts to see how the hot sauce section is organized and what products are currently on there. Space is limited. If the buyer is going to add a new product, an old product must be discontinued. Which product or products do you plan on replacing? If you can convince the buyer that your product will in the long term bring higher sales and higher margin than a current product on the shelf, then it's no longer about you wanting to be at Walmart, it's about Walmart wanting your product because it's the best.

thank you for your advice!

How can you be full of wisdom when your only 28 years old ?

Oh, you...

ha ha!

The recipe of your sauces, is it a family recipe? Or something you cooked up by yourself? A bunch of chefs? I'm just curious.

Also, wish you all the luck with your pitch! :)

I came up with my original sauce recipe when I had a catering business. I made it as a glaze for a pork tenderloin. I am the type of cook that reads lots of recipes, but then creates things by flavor and look. At the time I first created Hot Squeeze, no one really knew what chipotle was - I laugh because even I, back then didn't know how to pronounce chipotle! Thanks for sending me your good luck - I need it!

Wal-Mart corporate works Sundays? Mind blown.

I actually messed up the description. I'm driving to Wal-Mart tomorrow, doing a check-in on Monday, and pitching on Tuesday. Figured it'd be easier to say that than to explain the whole process.

I'm flying out of bentonville right now..drinking a beer at the bar while I wait for a plane reading your story. Isn't reddit cool.

I wish you all the luck.

This is why the Internet exists.

I'm a bartender in Bentonville! If you need a drink after come see me!

I hear that Bentonville is a dry county. Is this true? Where do you work? I'll definitely stop by!

Hey, Sue -- figured I'd drop a link to your site and your Amazon page for those who want to support you still. I love your sauce. This doesn't mean you're shutting down, does it?

Edit: Apparently, there's a backup site, as well, in case you can't buy from the main site.

If this pitch doesn't go through, I think the best case scenario is that Hot Squeeze becomes a side business and worst case is that it goes under completely. I wanted to do this whole AMA because people wanted a formal one, and I wanted a way to say "thanks."

After having the majority of your profits taken before, why have you chosen Wal-Mart, a company known stripping the profit margins of suppliers by demanding an unreasonable low cost of goods for exposure?

I didn't choose the Wal-Mart. The Wal-Mart chose me.

Do you have a rub that would be worth it for the sear before a pressure cook?

Oh my god yes! I formulated my rubs to mimic the flavor of my original sauce - so you get heat, smokiness and sweetness. I use it on pork, chicken, hell, anything you put in a pressure cooker. It also produces a good sear. What ya cooking?

What details will you be highlighting in your pitch that you're most proud of?

That I am a 54 year old woman who got a bunch of young internet people interested in my products! But on a more serious note, that I have persevered in this competitive business for nine years, and that I have a totally unique product that is in its own market niche. When I started out, someone told me that you're only new for a short period of time, and while this is true, I believe I have a product that is like no others. I am proud of all of my products - their quality, their tastes and their versatility.

Make sure you tell them you can sell it to them for the price they want, and that'll you actuall make money at that price

Believe me, I know that I have to play the Walmart game as far as pricing. I also know that unless I can make money at it, it's not worth it. Sounds like you know about this first hand? Tips?

I've pitched in Bentonville.

They won't just give you a price. They will ask about all of your costs. "If you make a chair, then we want to understand all your expenses in making that chair, materials, labor, rent, etc..." Expect your numbers to be challenged. They want to understand everything about your business before figuring out how tight they can squeeze you. Don't expect to get the margin you ask for, nor the margin you want. They are the purchasing masters of the world.

Make no assumptions about privacy. Assume you are being monitored even when alone.

Don't wear a Rolex, or anything too fancy. That doesn't fly so well with them.

My knowledge is ten years old. Things might have changed, though I doubt it.

Good luck!

Well I'm in luck - I don't own a Rolex or any other fancy jewelry. Thanks for your advice. My plan is to lay it all out on the table. They usually want your sales numbers, I don't have anything great to show them there.... Interestingly, one thing they really want to know about these days is your social media strategy.

Genuine question here, but what exactly makes your product unlike any others? To me, at first glance, it seems like any other sauce and dry rub company.

Ok, so I'm a bit partial but I will say this. Take my Sweet Heat Chipotle sauce - when you first taste it, you get sweetness right at the front of your mouth, then smokiness from the chipotle peppers kick in in the middle of your tongue and then, as almost an afterthought, you get a kick of heat. The flavors literally roll. They are distinct and clean and you can discern each ingredient. As far as my rubs, again, the ingredients are layered. By the way, most rubs have salt as the first ingredient, not mine.

Who were the distributors that took so much of your profit? KeHE? Haddon House? UNFI?

All of the above.

Please do not forget Europe. You may forget about England though. They no longer want to be a part of our club. When can I buy some hot godness here?

PS If you want to send out samples, my body is ready

I actually just got set up on seller central on Amazon (just yesterday) and they have an option to sell internationally. I am working on that next as you are not the first to ask. Would love to sell it in Europe - specially in Finland where all the food is white. They need some color in their food!

Do you think rubbing with mustard before a dry rub helps with flavor or more for adhesion of the dry rub?

No, I actually think the dry rub works best working directly on the meat - it adds another layer of marinade. They I would add the mustard.

Are you worried about Walmart scientists breaking down your sauce and making their Great Value brand out of it?

No, because anyone can break down your recipes. You can't ever get a patent on a recipe. In a crazy way, I would be honored if one of the big boys stole or tried to recreate my recipe!

Have you tried to pitch to publix? They aren't national but they are in your area and they're a multi billion dollar company.

I tried, they didn't accept my meeting request. I would love to be in Publix - it's where I shop.

Did you grow up loving hot sauce or was it a more recent affair?

Hot sauce is kind of like that one fickle lover that you always think about but you know you can never have. He will always be on pork or chicken or steak or something else next week. And as much as you want him to be yours, you know you can never have him -- but that's why you loved hot sauce in the first place.

Have you thought of having a "Reddit Appreciation Day Sale?" Maybe only a discount - not a complete freebie - perhaps in a year to celebrate your (hopeful) success?

You seriously need to have t-shirts with logo made - they'll sell faster than the sauce!!!! "Hot Squeeze - ME, TOO!" You can use the tag line (hot squeeze - me, too) in your TV/Internet ads, on the shirts, on the packaging... Guy with a tasteless burger leans over to his date (who has one of your T-shirts on with the logo and tag line) and says... "Hot Squeeze me, too!" - variations include Hot Squeeze me, NOW! But NEVER later."

You're welcome...

Marketing genius!

how many people get lost in the sauce?

Millions. It's quite tragic.

I remember at one point you were having a meeting with Kroger's -- did that not work out?

You remember correctly. Last November I had a meeting with Kroger and I got a solid handshake deal that I was going into 1 if not 3 of their regions. I had tons and tons of support from Reddit - they were emailing into Kroger corporate. I had long-time customers sending in postcards. Kroger says that they are all about what their customers want - well that's bullshit. They are all about making their numbers. I was dragged along for 2 months, with my brokers telling me not to worry, that Kroger was in the bag. Then I get a one line email from the buyer that she was happy with the movement of her set and didn't want to make any changes.

What is the best sauce you recommend to someone who doesn't love hot sauce but can deal with a bit of a kick, especially if it's on the sweeter side?

Are you just jumping into my net! My Sweet Heat Chipotle sauce is just what you are asking for! I love you!

Does penis size matter?

What do you think?

Are you aware of what "sauce and rub" means to most of us here?

Ha Ha. My daughter who is 22 kept begging me to stop saying sauce and rub ... actually, I would always say "a little rub and a squeeze". I had a big argument with her telling her that everyone my age just thought it was funny and cute. OK, so admittedly there is an age gap thing going on...

Hey neighbor! Have you thought about sending some product to David's Produce? I was there the other day and couldn't believe he didn't have any.

He use to. Gotta get back over there. Did you pick up some tomatoes while you were there? When I was catering I would buy cases of tomatoes at a time from Dave.

are you going to offer a leather holster for your hot sauce? :)

We offer a guitar case that shoots sauce out the front.

Which aspect of Wal-Mart's offices is open and hearing pitches on Sunday?

I'm actually driving to Bentonville and leaving on Sunday. The meeting is on Tuesday - I have one at 1:30 with Walmart and one at 2pm with Sam's Club. I have to be there to check in on Monday. It is ridiculously expensive to fly into Bentonville. Besides, I hear it is a dry county so I need to drive to bring my alcohol in!

No question, really, I just wanted to wish you luck! I've been following your story since your first post. It's been an interesting roller coaster ride, thus far, and I'm glad you shared it with all of us.

I supposed that does lead me to a question: Are you glad you told your tale here? I hope so, because you seem genuinely happy to share.

Thank you. I can't tell you how wonderful it has been to get the support and kindness from Redditors. When you own your own company, you often feel all alone in the world - just hoping that people love your product as much as you do. I tell my story because it has been a roller-coaster, and still is. There are so many times I wonder why the hell I am doing this, but then I get a call or email from a customer telling me how they love my products - and it's just enough to keep me going one more day. I also am happy to share because I want to help others who are in this business - you know, so they can learn from my mistakes....

What's your favorite recipe?

Oh man, hard question. I love food...all food. Do you mean my favorite recipe with my products or in general?

Is it bad if i thought that you were a man from reading your name?

I think Johnny Cash might make the same assumption, so I'm cool with it.

Do you think BBQ sauce on a steak is fine or an abomination?

I'm assuming you'll be coming to Bentonville, AR.

If you see airplanes flying overhead, chances are one of them is me.

Good luck on the pitch tomorrow!

Easy. An abomination. I'll be looking for you.

If you do sell with Walmart will it become standard in all stores or will it roll out in select markets?

Walmart will always test you in a smaller amount of stores first. I am told that you can tell them how many stores you want to be in. Lets hope I get to this point!

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Valid question. I think this is the third ama she's done.

I've only done one AMA on /r/entrepreneur to help out other small business owners in this industry. I've posted my story and an update and answered some questions but people have been asking for a formal AMA for awhile now.

What kind of person needs to buy a premade, soon to be stale "rub"?

Half the fun, no, ninety percent of the fun of cooking is coming up with your own flavors and recipes. Im pretty sure everyone owns salt, garlic, sugar, peppers, etc.

Are you targeting Wal-Mart customers on purpose because of their naivety? Just wondering because you seem pretty hell bent on your little business plan here.

You are obviously a cook so buying pre-made anything doesn't make sense to you (I get that). And I am not targeting Walmart specifically - this is just an opportunity (and a huge one) for a small company. Would I love to change how Americans eat - you bet.