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Angelina de Bruijn

Grade: 9

Location: New Jersey

Business Name:

Mane Course

Revenue: $1,200

At just 15 years old, Angelina de Bruijn is turning her passion for baking and her love for horses into a thriving business. As the founder of Mane Course, a monthly subscription box that provides horse owners with everything they need to create homemade horse treats, Angelina has successfully bridged the gap between her creative interests and entrepreneurship.


As a student from High Technology High School, a STEM-focused institution, Angelina is proving that innovation isn’t limited to tech and science—it’s also about turning a unique idea into a tangible business. With over $1,200 in revenue so far, Mane Course has grown into a niche favorite for equestrians and animal lovers alike. And as a recent recipient of the Formidable Fellowship, which recognizes young entrepreneurs, Angelina’s story is one of creativity, determination, and learning through trial and error.


The Birth of Mane Course: Where Passion Meets Purpose


The idea for Mane Course started with Angelina’s love for baking and her connection to the horse-riding community. She had been making homemade treats for her friends’ horses, and they were quick to ask for her recipes. Around the same time, Angelina received a monthly baking subscription box as a gift from her uncle, sparking an idea that would ultimately become her business.


“I thought it would be really cool if we could combine the two,” Angelina said. In less than a month, she began working with her mom to turn the idea into reality, creating Mane Course, a subscription service where horse owners can bake customized treats for their equine companions.


What Makes Mane Course Unique?


Unlike store-bought horse treats, which are often mass-produced and laden with sugar and low-quality ingredients, Mane Course emphasizes both nutrition and fun. Each subscription box includes carefully selected ingredients, nutritional add-ins, and detailed instructions for creating treats at home.


Some of the treats are even edible for humans, though Angelina admits they’re probably not to everyone’s taste. “They just taste like molasses,” she said, laughing.


The boxes contain ingredients like molasses, flour, peppermint, carrots, apples, and even apple cider vinegar, which Angelina explains is great for horses’ coats and helps keep flies away. What sets Mane Course apart is the personalization: customers can decorate and customize the treats, making the process both rewarding and engaging for horse owners.


From Free Samples to Paying Customers


Getting the first customers is often the hardest part of any business, but Angelina had a clever strategy. She started by giving away free boxes to friends at her barn. “It allowed them to try it and figure out what it was,” she explained. “They realized it was worth it and started buying them.”


The feedback she received from these early adopters helped her refine her product and expand her offerings. Soon, she listed Mane Course on Etsy, where she tapped into a broader audience of horse enthusiasts. The Etsy shop quickly became the backbone of her business, funneling customers who were actively searching for horse treats.


Angelina also experimented with selling in person, setting up a booth at a horse show and participating in her town’s Small Business Saturday. While these events generated interest, they didn’t result in as many sales as her online store. “We learned that our customers are a very niche group of people,” Angelina said. “It’s easier to find them online than in person.”


Overcoming Challenges: Lessons in Entrepreneurship


Angelina’s journey hasn’t been without its challenges. One of the biggest hurdles has been the cost of shipping, which often outweighs the cost of the product itself. “It costs about $10 to make a box, but $13 to ship it,” she explained. “That’s really crazy to me.”


Shipping costs are a major pain point for the business, as the weight of the boxes drives up prices. Angelina has explored offering multi-month subscriptions—three, six, nine, or twelve months—but the weight of the packages doesn’t allow for significant savings.


Despite these logistical challenges, Angelina has stayed focused on providing a high-quality product. She’s learned to balance the costs of production, shipping, and marketing while continuing to reinvest in the business.


Support System and STEM Inspiration


Angelina credits her family for helping her navigate the world of entrepreneurship. Her dad, an entrepreneur with a software company, has been a significant source of guidance, as have both her uncles, who are also both entrepreneurs. Together, they’ve helped her understand the basics of running a business, from finding platforms like Etsy to managing costs.


While entrepreneurship has become a big part of Angelina’s life, she’s equally passionate about STEM. As a student at High Technology High School, Angelina has taken part in hands-on design challenges, solving real-world problems with limited resources. One memorable project involved building a structurally sound dome without adhesive, using only rubber bands and pipe cleaners.


“It was really fun,” Angelina said. “I love problem-solving, and I think it’s something that connects both STEM and entrepreneurship.”

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