A Start-Up's First Year in Review: The Good, the Bad and the Ugly

As every year comes to a close, it’s impossible not to look back on the past year…be thrilled with some decisions, regret others, and look to the new year as a completely clean slate. Most importantly, I find myself bubbling with anticipation for the New Year and new decade!

The Good:

The 2009 year started off with naïve excitement! As this was our first full year in the market, we viewed 2009 as our first chance to help get America off the devastating high carbohydrate and low protein diet that the USDA food pyramid recommends (see how obesity rates increased when low fat diets were endorsed). Shelved in select stores on the East and West Coasts and in the Midwest, consumers were able to purchase our yogurts in multiple locations. This only fueled our enthusiasm and energy for our first full year.

To support our launch, we executed various marketing programs, which yielded some great lessons. Two professional sports teams (the Chicago Blackhawks and the Cincinnati Bengals) brought Better Whey of Life Protein Yogurt into their locker rooms for the 2009 season. Both teams currently lead their respective divisions.

Most exciting in 2009 was the interest we received from large grocery chains across the country. We were validated that our mission and product concept was right on. With this interest; however, came reality…

The bad:

In discussions with these larger grocery chains, it became clear that in order to meet their thresholds, consumers needed to buy our yogurt at a higher frequency than they were. We took a hard look at our yogurt and knew we needed to make some changes before expanding. So, just like they say to do in the venture capitalist's bible, Getting to Plan B, we quickly began making changes to improve our yogurt. This was a difficult time. Not only did we postpone expanding to 700 new stores until we had an improved product, but in an effort to focus our resources in the right way, I pulled out of some resource intensive stores.

The Ugly:

Would I be an entrepreneur if I had the attitude that anything was ugly?!? No way!!! Let’s get back to the good!

Back To The Good: 2010 Plans!

We have been working tirelessly to improve the taste and nutrition of our plain yogurt flavor, and we will launch this improved product later in 2010. Our work was recognized in the Innovate Illinois competition. Innovate Illinois, funded by the Illinois Department of Commerce and Economic Opportunity (DECO), awarded a $30,000 grant to Tula Foods for our innovation. I can’t wait to share with you what we have in store! Stay tuned…we are living our brand and will bring you an even Better Whey in 2010!

Guest Post from Barbie Brooks

This month, we're honored to have Barbie Brooks writing for our blog. Barbie offers some ways to stay healthy this holiday season and gives you a jump start on your New Year's resolutions.

Seasons Greetings!

When I think about the holidays, two things come to mind: Stress and Excess. One leads to the other. To relieve stress, most people end up eating too many so-called "comfort" foods and drinking too much alcohol. Both of these methods do not eliminate stress, but cause more!

The way to combat stress and excess is actually very simple: Eat right and exercise... The only problem with this "simple" statement is that most people don't know what is healthy. I mean, did you know corn isn't a vegetable, but a grain? Tricky marketing makes you think you're eating more vegetables than you are. Plus, with so many studies coming out contradicting the last healthy study you read, it's hard to know what to believe and who to trust.

With that being said, I say simply this: Use your head. Do what you know.

We know protein is necessary to repair and build muscle as well as maintaining normal blood sugar levels (which help you to avoid the junk food cravings). We know complex carbohydrates are necessary to give you energy, ensure proper brain functions, and the fiber will help your insides running smoothly and able to better absorb nutrients into your system.

What are "good" complex carbohydrates? Vegetables, fruits, whole grains, and potatoes are a good place to start. Just keep them in their natural state as much as possible. What are some good protein choices? Egg whites, lean cuts of beef, chicken, fish, and low fat dairy, like whey protein isolate. I recommend whey protein over soy protein due to research indicating the increased estrogen levels associated with eating soy products (especially in men). If we want to build lean muscle and burn fat, we do not want our estrogen levels to go up! A high quality whey protein (like that found in Better Whey yogurt) can help repair your muscles giving you that toned, defined look, and keep your hunger levels down. This will help you avoid the holiday sweets and festive cocktails. Imagine yourself actually losing weight during the holidays~ That is so much better than grandma's pound cake!

To deal with holiday stress, make a little time in your day to clear your head- even 20 minutes can make a huge difference in your mind and body. When you do your cardio exercise, you may want to eat a little protein and carbohydrate about an hour beforehand. When you strength train, you want to eat protein with a little carbohydrate within 2 hours after working out. How much protein depends on your size, sex, and goals, but getting at least 15g is greatly beneficial post-workout.

So readers, I challenge you this holiday season to take more time for you. Think about yourself, your goals, what you're eating and what exercise you can do that's fun and makes you sweat. New Year's resolutions can begin today! Every day, every meal, every step will bring you closer to becoming the person you were always meant to be!

In Health,

Barbie Brooks

Note: Barbie is a Personal Trainer at a premier Chicago Health Club, FFC Halsted Street.

E-mail: BBrooks@ffc.com

Website: http://www.fitnessformulaclubs.com/

Shiny Happy 2009!

We Greeks have a fabulous New Years Day tradition! Every New Years, we hide a shiny coin in delicious, sweet baked bread. The bread is then blessed, cut, and distributed among family and friends. The person who receives the piece with the coin is said to receive good luck throughout the year. In an attempt to buck tradition and ensure as much good luck for all, my Dad decided he would secretly insert several shiny coins in many different breads and sweets throughout his house. Of course, that increased my chances by 300% and I did receive one of the coins!

If that is any indicator, its going to be a good year! On this first real workday of 2009, I received two new accounts to carry our product, closed the 2008 books (at least for our business plan purposes), finished my investor presentation, and approved a revised formula for the peach-mango yogurt (I didn't like the taste of the mango pieces in the "old" formula). All that with still some time to connect with friends and write a quick blog. You may ask what about the daily work-out...after all, I'm promoting a fitness yogurt and a Better Way of Life? Firstly, I don't work out daily...I'm a 3-4X a week girl. And, secondly, you can't do everything in one day. Some things are better left for tomorrow!

Happy New Year To All! May all our days shine as bright as one of Dad's (many) 2009 lucky coins.