Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Tiffany Fiedler, CEO of Skinny Bitch Pizza, located in Los Angeles, CA, USA.

What's your business, and who are your customers?

As the CEO and founder of Skinny Bitch Pizza, our business revolves around developing and offering a frozen gluten-free cauliflower pizza. Our customers are primarily busy individuals who value convenience, health, and sustainability in their food choices. We cater to individuals who lead busy lives and seek quick and easy meal options without compromising their dietary preferences and restrictions. Our customers may include professionals with demanding work schedules, students juggling academics and extracurricular activities, and families looking for nutritious and hassle-free meal solutions. We aim to provide a healthier alternative to traditional pizzas that aligns with various dietary needs, such as gluten-free and organic options. Additionally, we target health-conscious individuals who prioritize the quality and composition of their meals. Our pizzas are designed to offer a diverse range of organic ingredients, catering to different dietary preferences and restrictions, including gluten-free and vegetarian options. By providing a delicious and nutritious pizza, we aim to attract customers who are mindful of their well-being and seek convenient yet wholesome meal options. Moreover, our customers are environmentally conscious individuals who value sustainable practices. By prioritizing responsible sourcing and packaging, we appeal to those who strive to make eco-friendly choices. Our commitment to minimizing our environmental impact and using recyclable materials in our packaging resonates with customers who are passionate about sustainability and support businesses that share their values. Ultimately, our goal is to provide a solution that meets the needs of our target customers—busy individuals who prioritize health, convenience, and sustainability. We strive to offer a delicious, nutritious, and environmentally responsible frozen pizza option that can be easily prepared in toaster ovens, catering to the demands of today's fast-paced lifestyle.

Tell us about yourself

I love pizza, and I know a lot of other people do too. It's a very straightforward product with a very straightforward business. We don't take it too seriously. I wish I knew what motivated me each day because, to be honest, I'm not always motivated. Those are the days when I'm lazy and just want to eat pizza, but I don't want to feel guilty or get fat. Then I realize, damn, that's exactly why I got in this business. And so the loop continues.

What's your biggest accomplishment as a business owner?

My biggest accomplishment by far is this woman in Prague actually knocked off our entire brand and opened up a brick-and-mortar restaurant called Skinny Hot Pizza. I've never felt so flattered in my life.

What's one of the hardest things that comes with being a business owner?

So far, it's finding a way to make this more profitable than being employed at some big company. At the end of the day, I've got bills to pay, and there's immense pressure.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

Don't take tips from anyone making less money than you (i.e., me). Don't give advice on topics you yourself haven't mastered. If it looks ugly, it probably tastes ugly.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.