Candace Nelson

CN2 Ventures

CN2 Ventures invests in bold concepts and strong leaders. We have a knack for elevating simple concepts into breakthrough brands that spark consumer obsession.

Founder

Pizzana

Michelin Bib Gourmand award winning Neo-Neapolitan pizzeria. The leader in "third wave" pizza concepts.

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Sprinkles Cupcakes

The world’s first cupcake bakery and cupcake ATM

Guest Shark l Founder | NYT & WSJ Best Selling Author | Angel Investor | Speaker | SWEET SUCCESS out now!

Hey, I’m Candace! I’m a Serial Entrepreneur, Guest Shark (season 15!), NYT and WSJ Bestselling Author, WSJ Contributor, Angel Investor, TV Personality, Executive Producer, Wife and Mom.  I started my career working in investment banking and the internet start-up scene before completely shifting gears to follow my passion and attend pastry school. Here’s what happened next…

In 2005, I opened the doors to Sprinkles, the world’s first cupcake bakery. Despite early naysayers, our 600-square-foot bakery in Beverly Hills disrupted the legacy bakery industry and ignited a worldwide cupcake phenomenon! 

In 2012 Sprinkles introduced its Cupcake ATM, a cutting-edge contactless cupcake delivery system. 

Later that year we sold Sprinkles to PE firm KarpReilly. Today, Sprinkles has sold over 200 million cupcakes, has over 20 stores, 30 Cupcake ATMs, and 1000 employees. 

In 2017, I co-founded Pizzana, a fast-growing chain of award-winning Neo-Neapolitan pizzerias, leading the “third wave” of pizza in the US. Pizzana cemented Los Angeles as a pizza destination and revolutionized pizza takeout with its innovative heat and slice at-home method. Pizzana also ships its frozen pizza nationwide. 

In 2021 I co-created and executive produced Best in Dough, a Hulu show starring Pizzana Executive Chef Daniele Uditi, streaming now!

Today, through my company, CN2 Ventures, a family office, and venture studio, I’ve backed a diverse portfolio of startups in the specialty food, retail, health, wellness, and early childhood spaces with a focus on female and underrepresented founders.

You may have seen me on the small screen where I am the executive producer and star in Netflix’s Sugar Rush and Food Network’s Cupcake Wars. 

My book, Sweet Success: A Simple Recipe For Turning Your Passion Into Profit was published by HarperCollins Leadership in November 2022  and is a WSJ bestseller. 

Check it out and order your copy here ➡️  https://candace-nelson.com/sweet-success/

Book me to speak ➡️  https://www.chartwellspeakers.com/speaker/candace-nelson/

Join my substack here ➡️  https://news.candace-nelson.com/

Follow me on other social media channels:

Instagram ➡️  https://www.instagram.com/candacenelson/
TikTok ➡️  www.tiktok.com/@candacenelson

You can grab my NYT bestselling cookbook, The Sprinkles Baking Book here ➡️ https://amzn.to/3QzmGFS

Since nobody else wants to do it, let me give you the truth. 😬

Turning your side hustle into your career is incredible. But that doesn't mean it's not also...

Scrappy. You've got to be everything at the beginning - I was literally the founder, baker, delivery driver, and customer service 😂 but the REAL challenge is learning to let go and delegate!

Rocky. Some days you're on top of the world, some days leave you questioning your sanity. Stay the course!

Lonely. When it seems like nobody else gets it and you're all alone, try joining a founder networking group. (Check out Entreprenista! 💗)

High-pressure. You're depending on yourself, and sometimes, so are others. People don't talk about how stressful that can be!

All-consuming. As a founder & entrepreneur, you have to make time for play. (Otherwise, you'll burn out QUICK!)

What other truths do the people need to hear about being a founder? 🤔

Founder of Pizzana. Founder of Sprinkles Cupcakes (Exited 2012) Guest Shark | Keynote Speaker l NYT & WSJ Best Selling Author | Angel Investor

What They DON'T Tell You About Being a Founder...

How fast life can change 😳

Rewind to 2002…

I’d just lost my dream job and felt like a total failure starting over in my mid-20s. Everyone else seemed to have it figured out. (Investment banking? Yeah… not for me. 😂)

So I went back to what I loved: baking.

Years later, Sprinkles Cupcakes sold 200M+ cupcakes, opened 40+ stores/ATMs, and became a household name.

Today I’m also building Pizzana, I’m a NYT bestselling author, a Guest Shark on Shark Tank ABC, and a keynote speaker.

All because I followed a passion. ❤️🙌🏻

If you feel lost or “behind,” remember—life can flip in a moment. 😌

Want my playbook for turning passion into profit? Comment “Substack” and I’ll send it. 💌

Marketing your business isn’t as simple as it used to be 👀

When I opened Sprinkles🧁, word of mouth did most of the heavy lifting. I dropped off cupcakes around town, friends told friends, and that organic demand kept lines out the door. Simple, local, incredibly effective.

Fast forward to building Pizzana and the playbook looks very different. Word of mouth is still gold, but it can’t carry the entire load anymore. 

Customers are distracted, feeds are crowded, and you have to show up in more than one place.

Here's what's working for us right now:

1️⃣ Email: Still one of the simplest ways to stay connected. For Pizzana, email has been one of the easiest ways to share updates and stay in touch with our customers.

2️⃣ Partnerships: Don’t be afraid to reach out to brands, or creators you admire. One conversation can spark big opportunities.

3️⃣ Local press: Never underestimate the power of your own community. A feature in a neighborhood paper or local magazine still moves the needle.

4️⃣ Social media: Whether you love it or hate it, it’s one of the fastest ways to get your company and your story in front of new people. Showing up with consistency builds trust.

Marketing doesn’t have to be complicated. It just has to be intentional.

Which marketing strategy has made the biggest impact for you lately?

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