Ep. 008: On Launching a Nutritional Beverage — The Will Brown Interview

Will Brown of Trovita Health
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Listen as William Brown describes how he was inspired to improve the nutrition of cancer patients. Hear about his challenges of raising capital, marketing with small budgets, and convincing a manufacturer to produce his new product idea.

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Podcast Timeline:

0:48 – Introduction to Will Brown, CEO and Co-Founder of Trovita Health Science.

2:53 – William describes his company’s mission and products, and how he intends to change the paradigm of clinical nutrition.

4:20 – Our guest describes the size of his company, and his distribution channels

6:20 – William describes how his assumptions changed about his product, and how the product’s selling proposition evolved and became a hallmark for marketing.

7:54 – William talks about how he and his founders came up with the business idea and where the inspiration came from.

10:13 – The “Tell Me How” Segment of the Podcast

10:30 – Our guest addresses how he raised money to start this capital-intensive business.

12:19 – William expresses what he thinks is his company’s big opportunity and how that was described in the business plan

15:47 – Our guest describes his obstacles to raising money and recommends that to “focus is key.”

17:30 – William talks about what it feels like to ask for money from family, friends and venture capitalists. “I remember the fear.” “Most nervous I’ve ever been.” “Adrenaline rush.”

18:50 – William shares his experiences of seeking a manufacturer for his product. He describes the challenges to get the support from the manufacturer.

22:55 – Our guest describes how the company came up with the beverage formula.

25:38 – Our guest talks about his biggest lesson in selling to retailers, including jumping too quickly into the retail distribution model.

28:53 – William describes his experience and challenges of setting the company’s pricing strategy.

30:37 – William talks about creating awareness and demand for the product with small marketing budgets.

33:31 – “Let’s Get Personal” Segment of the Podcast

34:05 – Our guest talks about how it took him 2 to 3 years to get the company going. “It took a long time and a lot of effort.”

34:50 – William talks about how patients inspired him most to start the company, and how he needed to get a better product to the market.

36:19 – Our guest talks about why he thinks he’s a creator and why it was his destiny to launch his company.

37:00 – William describes his biggest joy of starting the company, and what has made him most proud.

38:35 – Our guest describes his biggest frustration of raising capital, and how it has diverted his attention from growing the business, spending time with customers and creating products.

39:54 – William talks about his experiences with self doubt, and how he’s “experienced every high and every low” and how it’s a “weekly roller-coaster ride.”

41:43 – Our guest talks about how being a first-time entrepreneur has changed him.

42:33 – William describes what he’s learned most about himself since being an entrepreneur.

43:50 – William shares who has been most influential to him, and why.

45:40 – Our guest shares his last key bit of advice to budding entrepreneurs: “just be a bulldog and maintain that tenacity.” “That level of tenacity is required.”

About the author, John

John Benzick is an entrepreneurship coach and the founder of Venture Superfly. He is a Tech Partner at the venture-capital fund of Matchstick Ventures, a Mentor with Techstars Retail accelerator, an Entrepreneur-In-Residence and (former CEO-in-Residence) at the University of Minnesota, and founder and owner in two consumer product businesses. Click the button below to learn more.

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