On the Go with Supplement Company, Nootrobox

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Essentials

Company Name

We recently sat down with the founding team of Nootrobox, a company that makes supplements and creator of the chewable coffee cubes, GO CUBES.

Founding team

Geoffrey Woo, Michael Brandt

Investors and total raised

Andreessen Horowitz, Marissa Mayer, etc. $2.57 million

Location

San Francisco

Employee count

13

The Exception Interview

How would you describe your company and its product to someone who has never heard of it?

We help people maintain and upgrade their brain. We make supplements as well as a popular chewable coffee cubes called GO CUBES.

How did you come up with the idea for your company? How did you validate the concept early on?

Biohacking, the notion of taking first-principles systems thinking to the human body, is something that has benefited me personally as I looked to optimize my health and productivity. I did a lot of homework on how to make the perfect stack and I thought that this work could help a lot more people. I made a quick website and posted in a couple forums. We got a ton of interest immediately.

What does your ideal customer look like?

Everyone, because everyone has a brain. More specifically, we know people like ourselves the best; 20-35 college-educated professionals looking to get the most out of their intellectual ability.

Where would you like to see your company in 5 years?

More clinical data, more R&D, more products in more markets and locations.

What broader trends are driving interest in the food tech sector?

Functionality, convenience, transparency.

What excites you personally about working in food tech?

Everyone consumes food. It’s great to be able to work on products everyone and anyone can try.

Do you believe your city and state supports its food tech startups?

San Francisco has some of the smartest and most motivated people in the world!

What other companies or founders do you follow for inspiration or advice?

Get the ABC’s right. Many founders think too abstractly too early. They’ll then overlook getting the basics right: the fundamentals of a business is to have good products in a good market with a business model that makes sense.

What words of wisdom would you like to share with the next generation of food tech CEOs?

Tackle the most bold and out-there food technology problems out there. Too many copycats. It’s often easier to get support, help, funding, and visibility when you’re doing something (seemingly) insane!

What are the biggest risks for your business in 2017?

Not living up to our own ambition and potential.