episode 0020- taking the indigestion out of entrepreneurship and making a splash in the antacid market with lucas kraft

Lucas Kraft has had a lifelong journey dealing with digestive issues. An eating disorder as a young teen ultimately led to permanent damage to his digestive tract. This meant almost daily antacids, many of which were chalky and lacked flavor, with additives that sounded like they could double as cleaning supplies. Not to mention all of the plastic bottles that probably ended up in landfills.

After several years of this, Lucas decided to get off the couch and create an antacid of his own: Wonderbelly. One with environmentally-friendly packaging, no yucky ingredients, that did its job, and tasted good. But how does one create a new antacid without a background in biotech, pharmaceuticals, or anything of the sort? Tune in to hear his founder story, and how he is making waves in the world of digestive health!

Show Highlights:
1- When and how did the idea for Wonderbelly come about, and what were you doing at the time? (7:30)
2- What issues were you seeing with the current antacid market that you could potentially play a part in fixing? (12:00)
3- How did you get started with formulating the product with no background in pharmaceuticals? (15:15)
4- Was there ever any concern around the prohibitive nature of the world of drugs / medicine manufacturing, specifically in dealing with the laws surrounding them? (20:45)
5- What is like mixing business and family, with your brother as CEO? (24:00)
6- When did you know you were really onto something with your business? (25:55)
7- How did you fund the startup, and how did the initial campaign go? (28:20)
8- What were the final steps beyond building a team in order to get this product to market? (30:00)
9- How did you build your team, and how much cold calling was involved? (32:45)
10- The ease of selling when it’s something you’re passionate about. (35:55)
11- How do you come up with flavor ideas? (37:25)
12- Lucas discusses some April fools pranks they have played with their products. (40:50)
13- How to market against well-established brands, and how to get endorsements from different organizations. (44:50)
14- What’s your day-to-day like today as Chief Belly Officer? (48:50)
15- Where can we find more of you and Wonderbelly? (52:15)
16- Listener question: What’s your advice for someone who has been sitting on a business idea for a long time? (53:00)
17- How do you get over the fear of working with other people and hoping they don’t steal your idea? (56:30)

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