In 2005, I launched my first startup, Secret Ingredients, one of the first "make your own cookbook" websites.  The concept was similiar to Shutterfly and iPhoto books and synced with the same printers. Digital print technologies were radically evolving as large conglomerate printers looked toward digital integrations to serve customers at scale, and web 2.0 and user-generated content fueled this. Secret Ingredients embraced these two trends (as well as the online recipe movement) .

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I worked with a remote team of developers, designers, marketers, publicists, customer support, and print vendors. Secret Ingredients acquired customers in 49 states which fueled a database of 42,000 user generated recipes.