My story

Meet Tracey Noonan

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About Us

Tracey Wheeler Noonan is an entrepreneur, published author, public speaker, and accomplished artist who has transformed her diverse talents into a thriving career. As a multi-millionaire and founder of numerous successful ventures, Tracey embodies the spirit of entrepreneurial resilience and creativity. Her portfolio of businesses spans commercial photography, photo styling, animal training, and wrangling for film and television. She is a partner in Wicked Good Entertainment, home to some film and television projects in development, along with a couple of book projects. Her professional experience showcases her fearless approach to exploring new industries and passions.  Tracey’s journey took a life-changing turn when she and her daughter appeared on ABC’s Shark Tank. They made history with the show’s first-ever royalty deal, partnering with Kevin O’Leary—known as “Mr. Wonderful”— and skyrocketing their home-based business, Wicked Good Cupcakes, into a multimillion-dollar national brand. This experience not only propelled Tracey into entrepreneurial success but also cemented her as a trusted voice for aspiring business owners. With years of hands-on experience mentoring fledgling entrepreneurs, Tracey now shares her insights through speaking engagements and a series of online courses. These courses dive deep into the hows and whys of entrepreneurship, providing realistic guidance for anyone seriously considering the leap into business ownership. Tracey also hosts live events nationwide, where she addresses common questions and offers invaluable tips on building a successful business from the ground up.  Known for her mantra, “If I can do this, in spite of myself, anyone can,” Tracey’s mission is to inspire and empower those who never thought they could own and operate a business. With her heartfelt guidance, Tracey aims to transform doubt into action, helping people become the entrepreneurs they were meant to be.  In every endeavor, Tracey brings joy, authenticity, and encouragement, making her a champion for dreamers and doers alike. She is a testament to the power of determination, proving that with the right support, anyone can turn their passion into a life of purpose and success.


As Seen On

Building Your Business: The Cupcake of Success

Imagine building your business as if you’re crafting the perfect cupcake. At the bottom, you have the cake base—a rich, dense layer that’s the true foundation of your success. This cake layer is where all the magic begins. It’s the late nights and early mornings, the endless hustle, the sacrifices, the worry, the little pay, and the dreams that kept you going when the going got tough. Every ounce of hard work is baked right into this layer, forming a solid foundation that can support everything else. Now comes the fun part—the frosting. This delicious, creamy layer is where you start to taste the rewards of your hard work. It’s the sweet, well-deserved taste of success, where you see growth, expansion, and new possibilities. Suddenly, the security and prosperity you dreamed of are right there, deliciously within reach, making all those long hours feel worthwhile. And what about that cherry on top? That’s you—finally enjoying the fruits of your labor, standing proudly atop your creation. This is your moment to savor every bit of success, to look back on the journey, and to celebrate all that you’ve built. You’re the finishing touch, the sparkle, the final flourish on a business that you created from scratch. So, here’s to your cupcake journey! The foundation, the sweetness, and finally, the joy of knowing it was all worth it!