Recently named one of Forbes 30 under 30 and Inc. Magazine's 30 under 30, Kristel de Groot is the Co-Founder of Your Super. Your Super was created when Kristel's boyfriend, Michael, was diagnosed with cancer at just 24 years old. Together with her nutritionist mom and aunt, she developed five superfood and two vegan protein mixes to help boost Michael's immunity following chemotherapy. Shortly after the mixes worked, the couple formed the company in Berlin, Germany, and quickly grew to shipping over a million products from their website with the direct to consumer-first business model. In this episode, Kristel shares with us her entrepreneurial journey, her experience with raising over $17 million to date, and a new company policy she put into place to help support the women who work at her company.
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“You have to actively listen to actually hear something.”
“Read the ingredients list versus the nutritional table. Be actually curious about what ingredients are in your foods and what you're putting into your body.”
“But like we always felt we had to say yes to everything. It's really funny. We couldn't... We didn't focus in the beginning at all. Huge lesson: focus.”
“But I think, in the beginning, it's also a beautiful process to be a little scattered, to like, kind of see what sticks and then start to focus in on that and do more. So I guess that was kind of what we had to learn.”
“And a lot of things you hear, you try to figure out by yourself, but like, just to just hear it comprehensively and going through the process, doing it and still having someone to ask questions was so helpful.”
“That's something we're very passionate about and just really also realize that with the way we source, and especially now since we have been scaling, you can have a massive positive impact in those communities by just having partners with actually real value.”
“The process though, was really long because even when we started scaling, what you will quickly realize when you start scaling is that you need more inventory.”
“Sometimes fundraising and finding the right partner...it's timing.”
“Morning routine is everything for me.”
“Honestly I think a really big one is just trusting yourself and just really trusting my gut instinct. I think that's probably one of the biggest lessons I've learned.”
“Even when we started the business, a lot of people were like, "Oh, how did you do that?" I'm like, "I just asked myself, what's the worst thing that can happen?’"
“You have to make so many decisions every single day. I think the more you build up that skill of just being able to just decide quickly, even when you don't have all the information, but trust your instinct or just look at the information you have and just being able to move forward. And maybe you make mistakes, but you iterate again.”
“I think that the biggest thing I've learned is work on yourself and then the business will grow.”