In my 9 prior startups where I've been a founder/co-founder, they've all been in software or healthcare. Those are comfortable markets where I have backgrounds, plus I personally enjoy the complexities of building go-to-market marketing and sales plans in these demanding markets. My forays into consumer products have been limited to a medtech product sold in chain pharmacies and to outerwear apparel working with the genius of legendary CB Vaughn at CB Sports.
At Tufts' Derby Entrepreneurship Center, the excitement for me in watching company creation is the power of the word "entrepreneurship" of course, but it's really about the depth of the word "innovation" which is the DNA that is spread across all our 10 individual schools at Tufts. One of those schools is the world-renowned Freidman School of Nutrition where, about a year ago, I met Simin Meydani, a Senior Scientist, Professor of Nutrition and Immunology and the former Vice Provost for Research for the University.
The result has been the recent creation of a company with two other highly respected food scientists, who have had prior successes in juice companies, and with me, a continuing student of everything related to entrepreneurship and, of course, marketing.
As brilliant and as compelling as is the science of extending life and reducing obesity, success will come down to specific market and persona definitions, exacting value propositions and online Inbound marketing tactics in what will become a grab-and-go juice marketed around "healthy aging" and taglines yet to be developed and tested.
As the VF24 founder team muscles up over the next year, I'll keep you up to date. Everyone knows the risks are high, but there is a strong belief based on the deep science of the product, the depth of our Tufts connections, and the experience in the science of marketing, that Tufts will produce one more success in entrepreneurship. John Bello, the genius and brilliant marketer as CEO of SoBe and as CEO of his current beverage company, Reed's, is a Tufts grad and always a consummate entrepreneur!
Enjoy what looks to be a great weatha' weekend. I arrived here in VT late last night, and now listening to the sunny forecast, I'm not sure that I won't be driving back to the NH beach early tomorrow AM. Wherever you are this weekend...just enjoy!!!
www.derbymanagement.com
Derby Entrepreneurship Center@Tufts.