Meet Amanda Strahle

 

We recently connected with Amanda Strahle and have shared our conversation below.

Hi Amanda, really happy you were able to join us today and we’re looking forward to sharing your story and insights with our readers. Let’s start with the heart of it all – purpose. How did you find your purpose?

After choosing Nutritional Sciences as my focus in college, I was filled with excitement. I had always believed that health was one of the most important aspects of life, and I wanted to help others discover what would make them feel their best. But as graduation approached, I found myself facing an unexpected reality: I wasn’t passionate about any of the traditional career paths available in my field.

So, I decided to join AmeriCorps, where I taught kids about nutrition and science. I loved working with the kids, but I quickly realized that there was little I could do in the program to create lasting change. The structure was rigid, and I felt disillusioned by the limitations. I began to question if I had chosen the right career path.

Unsure of my next step, I began taking odd jobs. I worked as a server, completed my yoga teacher training, and even found myself in apartment management. I met some wonderful people and enjoyed my time in these roles, but none of them felt like the thing I was meant to do. I was still searching for my calling, the elusive purpose that would finally click for me.

Throughout this time, I knew I didn’t want a traditional nine-to-five job. It wasn’t about the hours—it was about finding something that resonated with me on a deeper level. I kept asking myself, “What am I truly meant to do?”

Then, something unexpected happened: I adopted a bird. His name is Walter, a Green Cheek Conure, and he changed my life in ways I never anticipated.

At the time, I didn’t know much about caring for birds. Like many people, I assumed that birds were relatively easy pets. But after bringing Walter home, I quickly realized how challenging it was to meet his needs. Birds are complex creatures that require mental stimulation, enrichment, and constant care to stay healthy and happy. Through my research, I discovered that 80% of bird owners give up their pets within the first two years because they don’t understand how to properly care for them.

Walter was no exception. He became bored easily, and needed a lot of attention. I was determined to make it work, so I started buying more toys and treats to keep him entertained. The change was almost immediate. Walter became much more manageable, and our relationship grew stronger. I saw firsthand how important it was for birds to have toys and activities that engaged them.

I knew that there were likely thousands of other bird owners facing the same challenges I had. I realized that if I could create a tool to help people care for their birds—something that would deliver toys and treats on a regular basis—I could help prevent birds from being rehomed and give them the enrichment they need to thrive.

And that’s how Squawk Box was born, a subscription box for pet birds. Each month, Squawk Box sends a themed curated collection of toys and treats designed to keep birds entertained and healthy.

What started as a personal journey with my own pet turned into a business that helps bird owners everywhere. Our company has been at it for over 8 years and has grown from 17 subscribers in our first month to thousands of happy feathered customers this year.

Through Squawk Box, I found my purpose: helping bird owners give their pets the best life possible. It took years of searching, disillusionment, and trial-and-error, but I finally discovered a path that brings me joy and fulfillment. My love for animals, combined with my passion for health and well-being, has allowed me to create something meaningful—not just for me, but for thousands of others and their feathered friends.

Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?

I am the founder of Squawk Box, which is a subscription box for people who have pet birds. Each month we ship out a themed collection of bird toys and treats to our customers. The box also includes fun facts, DIY recipes, and information on bird rescues throughout the United States. Each month we also donate a portion of our sales to bird rescues across the country. Bird rescues are not government-funded and are often run by passionate individuals who love birds.

I love being able to help birds thrive and giving people a tool to help improve their relationship with their pets. Birds are highly intelligent and sensitive creatures that need to be taken care of properly. Squawk Box was created with the mission to make every bird’s life as fulfilling as possible. Each toy in a Squawk Box is designed to promote natural behaviors that a bird would do in the wild such as chewing, foraging, preening, etc… This ensures that each bird is getting the proper stimulation and enrichment they need. Squawk Box is also a great way for bird owners to interact more with their birds. Interaction between birds and their owners is the most important aspect of bird ownership. Our DIY recipes and engaging toys encourage playful interaction between pets and their owner.

In terms of new products, we have recently started making all our own bird toys that go into the box. This means that Squawk Box has exclusive toys and treats that you can’t get in pet stores or anywhere else!

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Perseverance: Small gains can lead to big successes. Improving and sticking with something over the course of several years is a great way to guarantee success. Good things don’t usually come in giant moments, often they come as a result of focused effort in key areas over long periods of time.

Positive Attitude: Things will not always be great. Having a positive attitude with a long-term vision can be key for your mental health and the success of a business venture. Overreacting to bad days/months can lead to poor decision-making and deviations from a plan.

Willingness To Learn: In a new business you will find your self tasked with doing lots of different tasks. You need to be able to learn quickly in order to not be left behind. A love for learning will provide you with immeasurable benefits in the long term.

Advice for people early in their journey: Eliminate distractions that don’t benefit your long term goals. Also things like exercise and meditation can be a great way to clear your head and keep you focused.

What’s been one of your main areas of growth this year?

Over the past 12 months we have made a lot of changes in our business. We fired our marketing team and brought everything in house. This has led to drastic increases in profitability and advertising performance. We know our product the best and can market it better to our customers.

Also, we have started making custom toys which sets our products apart from other toy companies. Our box themes are now cuter and we can tell our customers really love them!

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