Fountain City Founders | Sleep-Deprived but Determined: Lindsay DeOliveira on Safety, Storytelling, & Soothe Beginnings

Fountain City Founders Episode 4 | Sleep-Deprived but Determined: Lindsay DeOliveira on Safety, Storytelling, & Soothe Beginnings

August 13, 2025

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Sleep-Deprived but Determined: Lindsay DeOliveira on Safety, Storytelling, & Soothe Beginnings

Episode 4: Sleep-Deprived but Determined: Lindsay DeOliveira on Safety, Storytelling, & Soothe Beginnings

Episode Summary:
Most parents don’t look at a pacifier and think, “I can redesign that.” Lindsay D’Oliveira did — and turned a fifth-grade–quality Microsoft Paint sketch into Soothe Beginnings, a U.S.-made baby brand focused on safety, sustainability, and innovation. In this episode, Lindsay shares how postpartum challenges and a colicky newborn sparked her product idea, why she refused to compromise on safety standards, and the winding path from Startup Columbus incubator to reality TV competition winner and six-figure investment.

We discuss the power of community in entrepreneurship, the unexpected connections that led to her manufacturers and investors, and why saying yes to conversations can be a founder’s greatest asset. From bootstrapping to Kickstarter campaigns, manufacturing hurdles, and the art of using AI tools like ChatGPT to refine branding, Lindsay’s story is both inspiring and tactical for anyone bringing a physical product to market.

Key Takeaways:

  • How postpartum struggles inspired a product redesign that didn’t exist in the market.

  • The pros and cons of U.S.-based manufacturing in the baby product industry.

  • How Startup Columbus built her confidence, network, and business foundation.

  • Why reality TV (The Blocks) was a surprising catalyst for funding and partnerships.

  • Using AI tools to build a brand voice and test product concepts before launch.

  • The importance of succession planning and knowing your eventual exit strategy.

  • Why she delayed selling on Amazon to prioritize direct customer feedback.

  • Lessons learned about saying yes to opportunities — but no to the wrong partnerships.

Links & Resources:

Guest: Lindsay D’Oliveira, Founder of Soothe Beginnings
Host: Fountain City Founders Team

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Matt Hightower

Matt is the co-founder of Momentum Wealth Management - an independent firm that specializes in creative financial planning solutions and diversified investment strategies.