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.
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.”