CROFTON, Md. (WMAR) - There's original, fitting for the salsa jar labeled Sarah N' Dippity, and there's Me So Spicy, fitting for the stay-at-home mother of three who needed something else.
"I'm starting to speak better. I'm getting out of the Dr. Seuss habits, making things rhyme," said Sarah Saab, the maker of Sarah N’ Dippity.
Saab says you will find the salsa at 27 Maryland grocery stores right now, including Wegman's, Giant, and Graul's. That list keeps growing.
The recipe that launched in Crownsville just eight months ago is right next to those national brands.
"We use fire roasted tomatoes, and that really sets us apart. It has a smoky background. They are charred tomatoes and then we put in chipotle peppers, which are also smoky," said Saab.
It was a hit as she sampled at Wegman's in Crofton. Sarah dipped into her own business after friends kept asking for more salsa.
We took that idea to Jennifer Ransaw-Smith, who also started her own business called "Brand ID Strategic Partners" to help people find their value.
"All of us are brands. So you look at a person like Sarah and look at the fact that she has initiative and she's taking massive action. So asking herself how she wants to be perceived in the marketplace," said Ransaw-Smith.
That perception was consistent with friends and now she hopes it's the jar people come back to. Sarah spent nine years at home with her three children before making herself and her recipe her brand.
"Really pay attention to those things that come effortless to you that you really truly enjoy doing, usually is your hidden gem," said Ransaw-Smith.
Making salsa was effortless and fun. Now it's work, but Sarah still smiles. She is logging about 30 hours a week on marketing her brand.
Best of all, she's given her kids another example of her role as mom.
"She always says but I want to be a mom too, and I'm like you can do it. And she said before but you don't do it. You're only a mom. How can I do anything? Daddy goes to work," said Saab, regarding a conversation with her oldest daughter.
For now, Sarah is patiently waiting to make up the initial investment in order to make a profit. She has sold 17,000 jars since September.
Jennifer Ransaw-Smith has some advice on creating your own brand: Do your research, decide how you want to be perceived in the marketplace, and find a mentor.
Copyright 2013 Scripps Media, Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.
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