How a Shark Tank Deal Led to a Multi-Million Dollar Exit to Hickory Farms — with Tracey Wheeler Noonan, Co-Founder of Wicked Good Cupcakes
Mon Oct 27 2025
In this inspiring episode of Raw and Real Entrepreneurship®, Susan Sly sits down with Tracey Wheeler Noonan, co-founder of Wicked Good Cupcakes, to uncover how a Shark Tank appearance led to a multi-million dollar exit to Hickory Farms. Tracey shares the behind-the-scenes story of landing a deal with Kevin O’Leary, navigating public scrutiny, building a scalable business from a home kitchen, and what life looked like after the acquisition.
She opens up about reinventing herself after divorce, manifesting success through journaling, and how she’s now on a mission to help women over 50 step into their next chapter with confidence, clarity, and purpose.
Whether you're an aspiring founder, navigating a transition, or dreaming of your own big exit, tune in now to get inspired and empowered—don’t miss this episode packed with grit, wisdom, and hard-won insight.
Tracey Wheeler Noonan is a self-made entrepreneur, author, and speaker who turned a home-based cupcake biz into a multimillion-dollar brand. After striking a Shark Tank deal with Kevin O’Leary, her company was acquired by Hickory Farms. Today, she’s a published author and keynote speaker for Inc. Magazine, AT&T, HP, and more—mentoring others through her course, The Cupcake Analogy.
Connect with Tracey:
LinkedIn: @traceynoonanInstagram:@thecupcakeanalogyInstagram: @dont_call_me_cupcakeWebsite: www.thecupcakeanalogy.com
Susan Sly is the maven behind Raw and Real Entrepreneurship®. An award-winning AI entrepreneur and MIT Sloan alumna, Susan has carved out a niche at the forefront of the AI revolution, earning accolades as a top AI innovator in 2023 and a key figure in real-time AI advancements for 2024. With a storied career that blends rigorous academic insight with astute market strategies, Susan has emerged as a formidable founder, a discerning angel investor, a sought-after speaker, and a venerated voice in the business world. Her insights have graced platforms from CNN to CNBC and been quoted in leading publications like Forbes and MarketWatch. At the helm of the Raw and Real Entrepreneurship® podcast, Susan delivers unvarnished wisdom and strategies, empowering aspiring entrepreneurs and seasoned business veterans alike to navigate the challenges of the entrepreneurial landscape with confidence.
Connect With Susan:
Website: https://thepause.ai/Website: https://susansly.comTrusted Partners: https://www.susansly.com/trustedpartnersLinkedIn:@susansly
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In this inspiring episode of Raw and Real Entrepreneurship®, Susan Sly sits down with Tracey Wheeler Noonan, co-founder of Wicked Good Cupcakes, to uncover how a Shark Tank appearance led to a multi-million dollar exit to Hickory Farms. Tracey shares the behind-the-scenes story of landing a deal with Kevin O’Leary, navigating public scrutiny, building a scalable business from a home kitchen, and what life looked like after the acquisition. She opens up about reinventing herself after divorce, manifesting success through journaling, and how she’s now on a mission to help women over 50 step into their next chapter with confidence, clarity, and purpose. Whether you're an aspiring founder, navigating a transition, or dreaming of your own big exit, tune in now to get inspired and empowered—don’t miss this episode packed with grit, wisdom, and hard-won insight. Tracey Wheeler Noonan is a self-made entrepreneur, author, and speaker who turned a home-based cupcake biz into a multimillion-dollar brand. After striking a Shark Tank deal with Kevin O’Leary, her company was acquired by Hickory Farms. Today, she’s a published author and keynote speaker for Inc. Magazine, AT&T, HP, and more—mentoring others through her course, The Cupcake Analogy. Connect with Tracey: LinkedIn: @traceynoonanInstagram:@thecupcakeanalogyInstagram: @dont_call_me_cupcakeWebsite: www.thecupcakeanalogy.com Susan Sly is the maven behind Raw and Real Entrepreneurship®. An award-winning AI entrepreneur and MIT Sloan alumna, Susan has carved out a niche at the forefront of the AI revolution, earning accolades as a top AI innovator in 2023 and a key figure in real-time AI advancements for 2024. With a storied career that blends rigorous academic insight with astute market strategies, Susan has emerged as a formidable founder, a discerning angel investor, a sought-after speaker, and a venerated voice in the business world. Her insights have graced platforms from CNN to CNBC and been quoted in leading publications like Forbes and MarketWatch. At the helm of the Raw and Real Entrepreneurship® podcast, Susan delivers unvarnished wisdom and strategies, empowering aspiring entrepreneurs and seasoned business veterans alike to navigate the challenges of the entrepreneurial landscape with confidence. Connect With Susan: Website: https://thepause.ai/Website: https://susansly.comTrusted Partners: https://www.susansly.com/trustedpartnersLinkedIn:@susansly