In this episode of The Growth Nexus Podcast, host Ryan Shelley sits down with Ray Winkelman, founder of Prepped, a Tampa-based SaaS platform purpose-built for meal prep companies.
From Food Delivery to Founding a SaaS for Meal Prep Businesses
Ray shares his journey from working in large-scale food delivery tech in Canada to finding his sweet spot: helping health-focused meal prep businesses scale through automation, branded mobile ordering, and smart delivery systems.
Prepped now serves clients across 91% of U.S. ZIP codes, offering tools tailored for real-world kitchen operators, not just developers. Ray explains how choosing to niche down was a strategic decision that allowed him to build a platform that aligned with his personal values and the growing demand for healthier eating solutions.
Leveraging AI To Scale Without Overengineering
Rather than blindly chasing AI trends, Ray has found intentional ways to integrate artificial intelligence where it adds value, mainly within the sales process. Using AI-powered tools like CRM automations and chat widgets, Prepped can capture leads, personalize outreach, and even schedule appointments while Ray is offline. Tools like Facebook and Instagram DMs, SMS, and site chat are all supported with AI to handle basic queries and pre-qualify prospects before Ray steps in to close.
Ray avoids overengineering Prepped’s core product with unnecessary AI features. For example, one of the few product-facing AI features he’s exploring is real-time menu copy generation—simple, useful, and customer-focused. Ray also used GitHub Copilot to help write and maintain code efficiently, proving that AI is best leveraged behind the scenes to support product development, rather than distracting from it.
Cold Calls and the Power of Discovery-Led Sales
One of the most striking stories Ray shared was his decision to make 500 cold calls after a tough-love session with his mentor. Early on, Ray was relying too much on marketing automations and not enough on real human connections. His mentor’s advice? “Pick up the phone.” So, he did. What followed was a deep dive into discovery-based sales, where Ray would ask potential clients questions about their operations before ever pitching Prepped.
By prioritizing relationship-building and understanding over sales, Ray was able to shape his product based on real-world feedback. That kind of empathy-driven selling created not just conversions, but lasting clients who felt heard and respected.
Marketing With a Human Voice in a Noisy Sales World
Ray also emphasizes the importance of founder-led marketing in today’s digital environment. Rather than hiding behind polished, overproduced sales content, he shows up authentically on Instagram—his preferred platform for reaching food entrepreneurs. His real, no-BS content cuts through the noise and builds trust.
One customer even told him, “I saw you on Instagram and knew I could trust you.” That moment helped Ray realize that modern consumers want to buy from real people who have skin in the game. He believes we’re moving beyond the influencer era into a ‘founder-as-influencer’ age, where authenticity and transparency win out over flashy pitches.
Learning To Say No and Qualify the Right Clients
Ray and Ryan both discuss the harsh reality that not every customer is a good fit, and trying to serve everyone is a quick path to burnout. In the early days, Ray admits he subscribed to a “come one, come all” philosophy, but he quickly realized that lower-ticket customers were often the most demanding.
Now, he focuses on qualifying prospects and ensuring expectations are aligned. If a potential client expects hardware integrations Prepped doesn’t offer, Ray is honest—even if it means turning away a high-ticket deal. Ryan echoes the sentiment from his own agency experience: taking on a client that doesn’t align drains both your team and your mission. Saying “no” isn’t just strategic—it’s ethical.
Balancing AI With Humanity in the Sales Process
The episode closes with a thoughtful reflection on balancing automation with human interaction. Ray uses AI tools to streamline mundane tasks, but is intentional about showing up personally when it counts, especially in sales. He cautions against letting AI take over customer interactions, as nuance, tone, and trust are still deeply human experiences. AI has its place, whether it’s writing code, assisting with support, or helping schedule meetings. But in a world craving connection, the real differentiator is empathy.
As Ryan notes, those who lean too heavily on automation without a relational balance will lose trust. The future belongs to tech-enabled teams that still lead with intention.
Host and Show Info
Host Name: Ryan Shelley
About the Host: Ryan Shelley is a business growth strategist and the host of The Growth Nexus Podcast. He specializes in helping businesses navigate the complexities of growth through strategic insights and actionable advice, working with both startups and large corporations.
Podcast Website:
YouTube: https://youtu.be/WvKnjBRFpC4?si=jIxkEcocD7XwyTqP
Listen on Spotify: https://open.spotify.com/episode/3yS0q3Sokc7IwOU7p9J5XN?si=092334ee9e6a4c0b
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