Setback sets Trulaske student entrepreneurs on the path to success

They say that necessity is the mother of invention. For two students in the University of Missouri’s Robert J. Trulaske, Sr. College of Business, necessity was the inspiration for a booming business. 

“I was diagnosed with celiac disease in 2022, and adjusting to the diet has been extremely challenging,” said Lizzy Dekrell, a marketing student from St. Johns, Florida. “Even trace amounts of gluten can damage my intestinal lining, so finding safe food options became a daily struggle.”  

In that struggle, Dekrell discovered inspiration. In September 2024, Dekrell connected with fellow Trulaske student Alyssa Pick, a senior from Wildwood, Missouri, through Mizzou’s CEO Club. Together, they set out to build a business that makes living gluten-free easier and more enjoyable.

Sophia Rivera Hassemer, director of operations for Trulaske’s Center for Entrepreneurship and Innovation (CEI), encouraged the entrepreneurs to apply for the CEI’s Entrepreneurship Alliance program, an eight-week accelerator that takes students with ideas and determination, and teaches them how to execute their business.

With support from the accelerator, the students took the unique concept — a gluten-free snack shop that would also cater to other allergen-friendly needs — and found the clarity and support to turn that idea into a successful business.

“When Alyssa and I joined, we were still in the early development stage. We had applied with the idea of a food truck and hadn’t even finalized our business name yet,” Dekrell  said. “Throughout the program, we refined our vision, established our brand identity, and developed a sustainable business model.”

The students demonstrated a willingness to solicit and listen to feedback, Hassemer observed, which is not an easy task for any entrepreneur.

“I got to watch as they really solidified the idea, found their market, and did one of the hardest things an entrepreneur has to do: pivot,” said Hassemer. “I knew they would be successful because they were willing to mold their idea to the market. And they were go-getters.”

The students’ hard work and innovative thinking earned them a coveted storefront in the MU Student Center through the Griggs Innovators Nexus. Glutique offers a wide variety of safe, gluten-free individual snacks, as well as curated snack boxes that feature six to 12 snacks built around a monthly theme. 

“This makes it easy to discover new snacks while not having to worry about label reading,” Dekrell said. “People typically purchase our snacks for faculty meetings, student organization events, and as care packages from parents for their college students.”

Business is already flourishing at Glutique, which has only been open a few months. 

“Glutique is generating enough revenue to cover both of our rents, and three other employee paychecks,” Dekrell said. “By the end of the spring semester, I believe we’ll be on track to double our profits. With Alyssa graduating this spring, my focus is to grow the business to a point where it can fully support the both of us as a sustainable career.”

As with most new business ventures, the success hasn’t come without a few hurdles. Stepping into a leadership role was new to Dekrell, who quickly learned to delegate tasks, train employees, and clearly communicate expectations. 

“I’m determined to become a strong leader who sets my employees up for success,” she said. “I want to teach them skills that they can take with them through their future careers.”

Because the business is still in its early stages, tasks like accounting, marketing and operations sit squarely on the shoulders of the young entrepreneurs. 

“This experience has taught me that building your own business is a process and success does not happen overnight,” Dekrell said. “Entrepreneurship is challenging, and only a small percentage of entrepreneurs have the grit and strategy to turn it into a sustainable livelihood.”

Another important lesson she’s learned along the way: the value of asking for help. Dekrell cites the importance of having a strong network of experienced professionals to provide guidance and support along the way. Working alongside other student entrepreneurs at Mizzou has helped Dekrell build momentum, as well.

“We all want to be pursuing financial freedom while solving real-world problems,” Dekrell said. “What makes it so inspiring is that we’re all working toward the same goal, but each of us brings unique ideas, skills, and life experiences to the table.”

Dekrell said they wouldn’t be where they are without the feedback, encouragement and support of faculty in the Trulaske College of Business. 

“Trulaske’s Entrepreneurship Alliance helped launch a thriving business that’s meeting an important community need,” said Balaji Rajagopalan, Robert J. Trulaske, Sr. Dean of the Trulaske College of Business. “Glutique is truly indicative of what students can accomplish when their own grit, innovation and determination are matched with mentors who are committed to fostering their entrepreneurial mindset.”

Hassemer applauds the students not only for addressing a need in the community, but for doing so in a fun way that also brings awareness to gluten sensitivities. 

“Alyssa and Elizabeth are really model student-entrepreneurs,” Hassemer said. “They take care of business in class, and they take care of their business.”

Dekrell hopes to continue to scale up Glutique, while also scaling up support for her community by one day donating a portion of profits to the Celiac Disease Foundation.

“Every day, we meet students and staff who either live with an allergy or autoimmune disease or know someone who does,” Dekrell said. “Beyond just offering snacks, I want Glutique to be a brand people can trust and rely on.”

Mizzou’s Robert J. Trulaske, Sr. College of Business prepares students for success as global citizens, business leaders, scholars, innovators and entrepreneurs by providing access to transformative technologies, offering experience-centered learning opportunities and fostering an entrepreneurial mindset.