There’s a lot of bad information out there about veteran entrepreneurship, and it paints a picture that just doesn’t match the reality of getting a business off the ground. This interview with SodaPup founder Adam Baker shows how the common ideas, that military skills are all you need, or that funding is easy to get, are mostly wrong.
Key Takeaways
- Your military leadership is a great start, but you still have to learn specific business skills like finance and marketing from the ground up.
- Initial capital comes from personal savings and bootstrapping far more often than it does from some easily accessible veteran grant.
- The shift from the military’s structured culture to the chaos of a startup is a huge operational and mental adjustment.
- You have to network outside of veteran-only circles. Building connections in the broader civilian business world is essential for finding mentors and partners.
- Long-term business success depends on being adaptable and constantly learning what the market wants, which are different skills than pure discipline.
Myth 1: Military Service Automatically Equates to Business Acumen
People love to think that the discipline and leadership from military service give veterans all the tools they need for business. It’s a nice thought, but it’s incomplete. These traits are a fantastic foundation, but they don’t teach you financial modeling or how to run a marketing campaign. Adam Baker, who founded the durable dog toy company SodaPup, put it plainly. “My time in the military taught me how to lead people under pressure and execute complex plans,” Baker said in a recent chat. “But it didn’t teach me how to read a balance sheet or craft an effective digital marketing campaign.” The truth is, many veterans with incredible service records still need to go back to school on business fundamentals. A 2024 report from the SBA’s Office of Veterans Business Development (OVBD) https://www.sba.gov/offices/headquarters/ovbd shows that while vet-owned businesses do survive longer in their first five years, they consistently report needing more specific business training. Your military experience is absolutely an asset, but you have to be honest about where the gaps are and fill them. Baker himself went back for more education and found mentors to get up to speed, which is a common story for vets who make it. You can’t just coast on your past experience. You have to actively build new skills.
Myth 2: Veteran Entrepreneurs Have Easy Access to Funding
Another story you hear is that money is easy to come by for vets, with grants and special loans everywhere. While programs like the SBA’s Veterans Advantage loan program https://www.sba.gov/funding-programs/loans/loan-programs/veterans-advantage-504-loan-program exist, getting capital is almost never “easy.” Baker’s story with SodaPup is a perfect example. “Initial funding came largely from personal savings and a small loan from family,” he said. “It wasn’t a matter of simply applying for a veteran grant and getting a check.” Like most entrepreneurs, a lot of vets have to bootstrap, drain their savings, and apply for the same traditional bank loans as everyone else. The competition for grants is intense and the rules can be tough. In fact, a 2025 survey by the National Veteran-Owned Business Association (NaVOBA) https://navoba.org/ found that less than 10% of vet-owned startups got any significant grant money in their first two years. The vast majority relied on personal funds (65%) and traditional bank loans (20%). Veteran-specific funding absolutely helps, but it’s not a golden ticket. Any entrepreneur, vet or not, needs a rock-solid business plan and a clear financial strategy, and they better be willing to put their own skin in the game.
Veteran homeowners. Want to lower your monthly payments?
See if a VA Cash Out Loan or VA Home Loan can put cash in your pocket or help you buy with $0 down. A specialist will review your options, free.
- VA Cash Out Loan: use up to 100% of your home’s equity
- VA Home Loan: buy a home with $0 down payment
- No cost, no obligation eligibility check
You’re all set.
A VA loan specialist will reach out shortly to review your Home Loan and Cash Out options.
Myth 3: The Transition from Military to Business is Smooth
Don’t believe anyone who tells you the jump from a highly structured military organization to the chaotic world of a startup is a smooth one. In the military, you have clear hierarchies, defined jobs, and procedures for everything. As a founder, you live in a world of ambiguity and have to build that structure yourself from nothing. “The biggest shock for me was the lack of immediate command,” Baker admitted. “In the military, orders are given, and they’re followed. In business, you’re constantly convincing, negotiating, and building consensus, often with people who have no obligation to listen to you.” That cultural whiplash is real. Vets have to unlearn command-and-control habits and adopt a more flexible, persuasive mindset. The Department of Veterans Affairs (VA) https://www.va.gov/ has transition programs, but the deep psychological shift required to run a company is something else entirely. This is about fundamentally changing how you solve problems and manage people. The vets who succeed are the ones who apply their military-honed resilience to this very personal and professional recalibration, but the path is always bumpy.
Myth 4: A Good Product is All You Need for Success
A great product is table stakes, but it won’t win the game for you. SodaPup’s high-quality pet products are genuinely good, but Baker is quick to point out that marketing, distribution, and customer service are just as important. “We could have the best dog toy in the world, but if no one knows about it, or if we can’t get it into stores, it won’t sell,” Baker said bluntly. Small business success is a three-legged stool. You need marketing, whether that’s social media ads or old-school PR, to get seen. You need strong distribution channels, from your own website to partnerships with big retailers, to get the product to the customer. And you need great customer service to build loyalty and get people talking. A 2026 industry analysis by Pet Product News https://www.petproductnews.com/ confirms this, showing that brands investing across product, marketing, and customer experience always beat the ones that just focus on one thing. It’s a well-rounded effort, and if you let one of those legs get wobbly, the whole thing can collapse, no matter how good your product is. For some ideas on getting seen, check out these strategies for VOB marketing.
Myth 5: Networking is Less Important for Veteran Entrepreneurs
A dangerous idea floating around is that the veteran community is network enough, and you don’t need to bother as much with civilian connections. While vet networks are incredible for support and mentorship, staying inside that bubble will absolutely limit your growth. Baker made it a point to break out. “I made a conscious effort to attend industry trade shows, join local business associations, and connect with other entrepreneurs, both veteran and non-veteran,” he explained. “Each connection opened a door, whether it was to a potential supplier, a new retail partner, or just valuable advice.” The wider business world gives you different perspectives and introduces you to partners you’d never meet otherwise. That’s why organizations like the U.S. Chamber of Commerce Foundation’s Hiring Our Heroes https://www.uschamberfoundation.org/hiring-our-heroes work so hard to integrate veterans into the general business community. A diverse network gives you a better read on market trends and access to more talent and resources. Relying on just one group, no matter how tight-knit, creates blind spots that can kill a business’s potential.
SodaPup’s success shows how veteran entrepreneurs can build on their military strengths while tackling completely new challenges. It’s a journey that requires constant learning and a realistic view of what it takes to run a company. If you’re a vet thinking about starting a business, the takeaway is simple: use your discipline and leadership, but be ready to pair it with relentless learning, broad networking, and a complete business strategy. That’s how you thrive.
Critical Business Skills for Veterans to Develop?
Most veterans need to focus on financial literacy (P&Ls, budgeting, forecasting), marketing and sales (especially digital marketing and branding), and supply chain management for physical products. These are the skills that complement the leadership and operational planning they already have.
Government Resources for Veteran Business Training?
Yes, the SBA has several good programs. Check out Boots to Business which is an entrepreneurship training program offered right on military bases. There are also Veterans Business Outreach Centers (VBOCs) all over the country providing free counseling and training for service members, veterans, and their spouses.
How Important is Mentorship for a Vet Entrepreneur?
Mentorship is non-negotiable. An experienced mentor can help you navigate civilian business culture, give you industry-specific advice, and steer you away from common startup mistakes. Groups like SCORE https://www.score.org/ and other veteran business associations are great places to find a seasoned advisor.
Common Funding Challenges for Veteran Entrepreneurs?
The usual hurdles are not having an established business credit history, not having enough collateral, and sometimes just having trouble explaining the business plan to civilian investors. A strong, detailed business plan with clear financial projections is the best way to overcome these challenges.
Effective Marketing for Veteran-Owned Businesses?
Good marketing means knowing your customer inside and out, using digital tools like social media and SEO, and building a brand story people connect with. Authentically communicating your “veteran-owned” status can be a very powerful marketing tool, but it has to feel genuine.
