The Underdog
Eight years in, seven retail spaces, and a philosophy built around baking with the intention of selling out. Maren Close came back to Johnson City from San Francisco and built Lazy Lady Bakery into something worth studying.
Editor's Note
April — you know what they say: April showers bring May flowers.
This past month was a busy one for us, and for many of you, it may have felt heavy at times. Building something from the ground up isn't easy, and April had its fair share of challenges. If you felt that, you're not alone. But the work you're putting in right now matters. The long days, the uncertainty, the persistence — it's all part of the process.
As we head into May, there's a lot to be excited about. Early bird pricing for Startup Mountain Summit 2026 is live now, but it won't last forever — those prices go away at the end of this month. If you've been thinking about coming, now's the time to lock it in. Grab your ticket here.
Applications for the Startup World Cup pitch competition are also open. If you've got something you're building, this is your shot to step forward and share it. Apply here.
Have a project, idea, or story we should feature in a future issue of The Underdog? Reach out to me at emma@foundersforge.com. We'd love to hear from you.
Keep going. Keep building. After all, flowers can only grow after it rains.
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