From Spreadsheets to Software – Designed to Fit Nutrition & Nutrition House Software Year End Review

Mastermind Weekend 1/16

Hey there!

I'm Tina

I’m the owner of Carrots ‘N’ Cake as well as a Certified Nutrition Coach and Functional Diagnostic Nutrition Practitioner (FDN-P). I use macros and functional nutrition to help women find balance within their diets while achieving their body composition goals.


An in-depth, 4-week reverse dieting course for women who feel like their metabolism has slowed down, think they might have hormonal imbalance and can’t lose weight no matter what they do.

Oh, 2017 has been a YEAR. With the way it started, I wasn’t sure I’d actually make it out alive and in one piece. But, I took life day-by-day and managed to survive the roller-coaster ride of running – not one – but two start-up companies with my usual full-time job “on the side.”

(Mug from Kerrie at the start of 2017.)

Prior to the start of 2017, Kerrie and I had about 30 nutrition clients between the two of us (over the course of 6 months). We used spreadsheets with all sorts of handy calculations and shortcuts to make our meal plans, but it still took us more than an hour per client per week. At this pace, we knew we couldn’t keep up with the demand for meal plans, so we went to a local development company, took a (big) leap and had custom software built for us.


Our software was suppose to be finished prior to January 1st, but, as we now know, software deadlines are very rarely accurate, so we didn’t have it in our hands until mid-January. With a slew of customers waiting to begin their meal plans just after the New Year, it was a very stressful time for us. Eventually, our software was up and running (woohoo!), BUT Kerrie and I had about 25 additional clients each and all at once. We were drowning in meal plans.

PLENTY of wine followed.

Kerrie and I need help and FAST. Thankfully, Ashley (a CNC reader) reached out about DTFN. We met Ashley and INSTANTLY loved her. She was our very first employee and hit the ground running. We can’t say enough wonderful things about Ashley – and she really saved our butts!

In addition to making meal plans and coaching clients, Ashley helped us with all sorts of lectures, video tutorials, social media, and more!

Our first nutrition lecture at Fit Factory was a huge success, and we got a bunch of new clients!


In February, we partnered with our local Whole Foods for another lecture.

(There aren’t a lot of photos from this month because I was busy making meal plans and drinking a lot of wine.)


By March, things were still jamming at DTFN and we needed MORE help. Thankfully, lots of RDs and nutrition coaches reached out to us, so we started to interview. We hired 3 coaches and trained them right up!

During this time, we also made a bunch of enhancements to our software to make it even better. Basically, our software “wish list” became a reality!

Kerrie and I also attended the Fitness Business Summit in San Diego and came away with lots of ideas, motivation, and words of wisdom!

March also kicked off our Best Shitty Choice series!


The Capital One Cafe aka “the unofficial DTFN office” opens, and Kerrie and I spend A LOT of time there!

We basically lived at “the Cap” during this time.

We also hired more coaches!

Virtual staff meeting! 🙂


We head back to our old stomping grounds for the grand re-opening at CrossFit 781 (where Kerrie and I met nearly 7 years ago).

In May, we also did our first podcast with the Fit Bottomed Girls!

And we filmed more videos – including a new category “silo” called “The Best Fit.”


We kicked off June by partnering with our local Orangetheory (and squeezed in a workout while there).

Six months after launching our software and hiring a team of 7 (+ an inbox FULL of prospective RDs and nutrition coaches), we realized that we had something really special going on. We had some seriously awesome software and an industry of nutrition professionals, who would most definitely benefit from it, so we decided turn DTFN’s platform into a SaaS (software as a service) model. We already had another “wish list” of enhancements that we wanted to add to our software, so back to the development company we went.

Phase 3 —> SaaS

(This was a very scary, but good day!)

Shortly after that, Nutrition House Software was born and back to the grind (not that we ever left) we went!

We finished out the month with another software meeting to finalize the details and timeline of phase 3 (more enhancements), which would immediately roll into becoming Nutrition House Software (SaaS).


Over July 4th weekend, we realized we had NO IDEA how to run (or sell) a software business, so we hired Dan Martell as our business mentor and joined his SaaS Academy.

The rest of the summer was a big blur. There was SO MUCH TO DO!!


September kicked off with a trip to San Francisco for Dan Martell’s “sales intensive” meeting.

We learned all about selling SaaS, made some great connections, and even had made some time to explore San Francisco!

When we got back from San Francisco, we recorded a video podcast with Mobius Media Solutions.

And filmed a bunch of videos to promote our first ever Sugar Detox Challenge.


In October, we entered the world of webinars to help promote Nutrition House Software. The actual webinar technology was the hardest part! Haha!

We hosted two webinars and recruited a group of 10 “early adopters” to test out the software when it was released in early November.


In early November, some of the enhancements started to roll out (photos on our recipes!) as well as the beta version of Nutrition House Software.

Once it was ready to go, we trained all of our early adopters on the software and then let them loose to try it out and provide feedback on bugs, issues, etc.

Around this time, Kerrie and I realized we needed help outside meal planning. A number of our coaches expressed interested in becoming more involved with both businesses (DTFN and NHS), so we started to give them larger roles.

… which meant meeting everyone (except one!) in person!

And then putting them to work! 🙂


Our affiliate program is really rolling now – just about every time I login to the system, I see new ones! Related: If you’re a gym owner or blogger and want to get involved with DTFN, please reach out! 🙂

And we signed our very first (big) gym!

Kerrie is taking KFIT to the next level with a HUGE new space, which is going to include an office for DTFN. I’m so proud of her and can’t wait to see the final product in early 2018!

As you can see, 2017 was quite a year with many highs and many lows. I feel like if we could survive the insanity of two start-ups while simultaneously running two businesses of our own (CNC and KFIT), we can survive – and succeed at – just about anything that life throws at us. And, with the year coming to an end, I’m happy to report that we have well over 500 clients and have sold nearly 800 meal plans (many clients love the program so much, they buy multiple plans), and I know that number will grow immensely in 2018.

Now that 2018 is upon us, I’m very much looking forward to seeing what the future holds for Designed to Fit and Nutrition House. As always, thank you for supporting me here at CNC as I navigate through these next life adventures. It’s definitely not something I ever saw for myself, especially 10 years ago when I started this blog, but I’m so grateful that I’m part of something so amazing.

Happy 2018, everyone! I hope the new year brings you lots of health, happiness, and love!



  1. Congratulations Tina! Start ups are not easy and I applaud you for all the hard work and dedication that you have put into all three of your businesses. I pray that your two new ventures are fruitful and that they continue to grow and thrive. Cheers to a big 2018 that hopefully feels a little more “sane” for you!


  2. Congrats on all your success in 2017. While it definitely looks like a lot of work (and I can completely understand the stress that comes with that), it also seems like you got a lot accomplished. I hope 2018 is just as productive for you.

  3. Congratulations on your success! I’m a long time reader and I realized how crazy busy you were this year! I wish you all the best!

  4. Talk about goal-setting motivation! I’m just hoping to start my masters in the near future, haha! Congrats on many successes 🙂

  5. Wow wow wow! You’re one busy lady! Next I think you need to hire a personal assistant 🙂 Best of luck in your businesses, it’s really inspiring to see another woman about my age with a young family really getting after it and making dreams come true. I am also starting a small business and stories like yours (with ups AND downs) really make me want to push and achieve my goals. Here’s to an amazing, prosperous and fulfilling 2018!

  6. Congrats on such a succesful year! It must have been so affirming and exciting going back through everything youve accomplished. Super inspiring. I hope 2018 is even better!

  7. Wow, super impressive! That sounds like a lot of work but you know where you’re headed and you’re going after it.

  8. Well done! I really appreciate you letting us into the behind the scenes. It’s amazing how much work you guys have put in but is such an indicator of how much you care about DTF and your clients 🙂

  9. Thank you for sharing, it’s interesting to hear about your companies in more detail. I’m so impressed with all that you’ve accomplished!

  10. Congrats to both you and Kerrie! Absolutely amazing Tina – well done indeed:) Wish you both a very Happy New Year and much continued success in 2018 and beyond!!

  11. Congratulations on all your accomplishments and success. It truly is inspirational! I applaud all your hard work and perseverance.

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