Summary
Welcome to the Startup Junkie’s podcast!
For this holiday season, we are rebroadcasting an episode that was an absolute joy to record. Our regular host, Jeff Amerine, was joined by the former executive director of Startup Junkie Foundation, Haley Allgood. They had the opportunity to sit and chat with Luke and Natalie of Freckled Hen Farmhouse, a shop that began as a social media account and transformed into a retail store. Through featuring products during an at-home renovation, Luke and Natalie started what would be a fantastic functional and sustainable home goods and gifts store on College Avenue in Northwest Arkansas. You will want to visit this store as Christmas is quickly approaching!
Thanks for tuning in!
Shownotes
(1:40) Introducing Natalie and Luke Freeman
(2:10) From Farmers to Freckled Hen Farmhouse Shop
(6:06) Curating the Merchandise
(5:14) Utilitarianism and Beauty
(9:20) Credibility of Suppliers
(10:59) The Next Five Years
(14:48) Financing Without Savings
(18:25) Physical Location Vs. Online Store Growth
(23:06) How to Invest Your Time Well as an Entrepreneur
(26:14) Wrap Up
Links
Luke Freeman and Natalie Freeman
Quotes
“It’s really grown into something that’s more than a gift store, it’s a one-stop shop for people buying meaningful gifts for people they love, and also a place for people to find items that inspire them to live a well-lived meaningful life.”
(8:45) – Luke Freeman
“I feel like maybe my end goal is not necessarily a retail store, but it’s always been building community.”
(12:47) – Natalie Freeman
“We rented a cabin for a weekend and sat down and hammered out the business plan. We disconnected, no wifi. It was just us pencil and paper writing out this inspiration, this idea that had come to us.”
(15:39) – Luke Freeman
“[On creating an online business first.] So just knowing that we’re only going to grow as our customer requests, I just think it’s a better business decision for us.”
(20:53) – Natalie Freeman
From Social Media Account to Retail StoreOwners with Natalie & Luke Freeman of Freckled Hen Farmhouse
“Part of the DNA of our store is really marrying utilitarianism with beauty, you know, beautiful, practical things for the home. I think that’s kind of what Natalie and I are in our relationship.”
(8:04) – Luke Freeman
We would be remiss not to rebroadcast one of our favorite holiday specials for this 2021 Christmas season. Our usual host, Jeff Amerine, was joined by the former executive director of Startup Junkie Foundation, Haley Allgood, and Natalie and Luke Freeman. The Freeman’s began their entrepreneurial journey with a do-it-yourself home renovation social media account that soon outgrew that title. After using function and sustainable home goods, they would then transform into what we know today as The Freckled Hen Farmhouse. Located right on College Avenue, in Fayetteville, Arkansas, they have seen students, families, young professionals, and lots of success.
How did this dream begin? It all goes back to the business name “Freckled Hen Farm.” The couple were married shortly after college and began dreaming of developing a farm. With Luke’s background in sustainable agriculture and a master’s in horticulture, they bought a three-acre piece of property on the Northwest side of Fayetteville and named it Freckled Hen Farm. Natalie’s background in blogging and social media strategy created the avenue to document and promote their brand. Like any HGTV-ish classic, there became a lot of interest in how they were both fixing up their house, running a farm, and decorating it all with sustainable resources.
“I just absolutely love being able to connect with people on social media. So it’s really been an organic growth.”
(6:35) – Natalie Freeman
While Luke was living into his degree, Natalie’s blog was taking off and now has her in upwards of 50,000 followers and almost all of them jumping over to the Freckled Hen Farm account as well. While the documentation of their experience is organic, it also was very strategic in how they told their story. They wanted to make sure it was as authentic as possible, which at times takes just as much as curating a story.
When it came to curating merchandise for the store and website, it all went back to the online communication with the customers. As it all started from documenting the products the Freeman’s filled their home with, they began to keep tabs on what their followers liked, wanted to know more about, or were interested in. By listening to what the customer wanted and identifying what competitors were offering, they found their niche: Products that are meaningful, useful, affordable, and reduce waste. Knick knacks and pretty items that find themselves lodged in an attic were what the Freeman’s would not be curating.
“It’s really about listening to our customer, but always staying true to our principles of: ‘Is it something that I would want to keep in my home?'”
(7:19) – Natalie Freeman
The DNA of the store, as Luke explained, was to create a perfect blend of utilitarianism and beauty. Where Luke brings in the practical, Natalie brings the beauty—knowing that people show love for others and their own home by purchasing items; what if those items could be useful, sustainable, beautiful, and unique? In the consumerism of America, cheap and quick gifts often are chosen due to lack of money, time, and options. With Freckled Hen Farmhouse, Luke and Natalie want it to be a one-stop-shop for buying these meaningful gifts. They believe that purchasing a gift like this, over many other options, is one step closer to living a well-lived and meaningful life.
Their customer base allowed them to build out a website that used very little overhead with a great return by building a following. So even though the capital was lacking initially, they were highly competitive. The relationship built with this audience also allowed them to experiment, adapt, and pivot on the online platform until the brand became their own while remaining profitable.
The next five years will look like honing in on what they are already doing and perfecting it. That starts with them building a team that is brought into the vision and mission of the brand. With that, the employees often work 4-5 days a week to build rapport and culture.
The story of Freckled Hen Farmhouse would have never happened without their connections with people who believed in their brand. Starting this business young and without savings, they look back and want to offer a helping hand to any in the same position. Natalie specifically has the heart to support women in small businesses, and Luke wants to help those who had little to no savings like their own situation.
Stay Up To Date with The Startup Junkies
Do you consider yourself a Startup Junkie? Then you will want to continue to keep up with us as we gather together those trailblazing pioneers who are flipping the world upside down! The ideas, innovations, and services that shake up life as we know it are what keep us going around here! Let us know YOUR story or who YOU want to see on this show by contacting us. And we’ll keep bringing together the trailblazing pioneers of the startup world and keeping up with the Startup Junkies around the globe. They have been forging new paths and innovating extraordinary ideas! This show is dedicated to the latest products, services, and businesses that WILL be the necessities of tomorrow!
You’re already here, so follow us on Instagram, Facebook, and Twitter! Startup Junkie wants to come alongside these entrepreneurs every step of the way. Want to learn more about our services?
English 
Spanish 
Korean