At 11, Madyson couldn’t find egg-safe cookies she liked, so she and her dad—exercise physiologist Yusef Battle—started Cookie YAY. In months the boxed treats hit Maryland farmers’ markets, earned local press, fueled Howard University’s football team, and dedicate a slice of every sale to youth business education. Below, Yusef explains their approach.
Beyond cookies
I said “yes” because I saw more than cookies—I saw a classroom. A way to teach leadership, financial literacy, negotiation, grit, and purpose. I wanted to give my daughter a foundation not just to earn money, but to build a legacy. Cookie YAY became our tool to help her continue to develop the confidence, skills, and mindset to be her own boss one day—and more importantly, her own banker, decision-maker, and creator of possibilities.
Why entrepreneurship?
Entrepreneurship connects the dots between school subjects and real-world skills. Math becomes budgeting. Writing becomes marketing. Social Studies becomes understanding people. Even failure becomes a powerful teacher. It’s hands-on learning with real stakes, which motivates kids to take ownership of their growth. When children solve real problems creatively, they don’t just learn business—they learn how to think, adapt, and lead.
Teaching style?
I believe “work” isn’t punishment—it’s a path to becoming. So we focus on what excites her first: a fun idea, a creative flavor, or a goal to earn money for something she wants. From there, I embed the lessons gently: What’s the cost? What will customers think? What do we do if it doesn’t sell? We turn curiosity into strategy. I try not to lead with lectures—I lead with questions, and she leads the discovery part.
Community boost?
Community is the amplifier. When a child sees familiar faces show up, cheer, and invest in their ideas, it reinforces their sense of worth. We’ve had moments—like driving to compete in a Philly pitch competition and having cousins meet us for dinner—that left lasting impact. Sometimes a word of encouragement from someone else lands deeper than from a parent. Community makes the entrepreneurial journey feel less lonely and more possible.
What’s next?
We’re stepping into some exciting territory. This summer, we’re launching all-natural ice-cream sandwiches using regional creamery partners. We’re also beta-testing an edible ink made from clean ingredients to print company logos directly on cookies—a game-changer for corporate gifting. And we’re designing a fundraising cookie line to help youth organizations raise money using our snacks. On top of that, more delicious vegan, gluten-free, and low-sugar flavors are on the way!
Advice for parents?
Start small—but start. Enroll them in a local youth business fair. Let them set goals, make products, talk to customers, and feel the thrill of selling something they created. Cookie YAY supports parents with resources, event alerts, and mentorship. Parents just have to sign up on our email newsletter through http://www.CookieYAY.com. We’ve taken 2-3-hour road trips to four youth business fairs. My daughter has participated in about ten different fairs in all—it’s been both business and bonding. The key is to let the child lead, even when it’s messy. That’s where the growth really happens.
“I love when customers enjoy the seasonal cookie flavors that I make,” said Madyson, adding that post-fair Philly cheesesteaks, thrift trips, and farmers’ market sales with friends make entrepreneurship an adventure.