- Joseph and Justin, why did you become entrepreneurs? (what’s the driver to start)
Joseph: I’ve at all times wanted to be an entrepreneur since I was young. I feel the only way to live a life of true freedom is to create one for yourself.
- Joseph, as CEO of Umoro, what do you value most about your work?
As the CEO of a startup, you are continually faced with new challenges that you need to consider how to overcome them. It is this constant learning process that I enjoy the most.
- Justin, as COO what do you think is most significant for smooth operations?
It starts with understanding the in and out business. Like a machine, if one part is damaged then the entire machine will be damaged. With this in mind, staying alert and arranged ensures a smooth operation.
- Are you both men focused on health and fitness?
Justin comes from a yoga background & I was a competitive fitness model before starting Umoro.
- What’s behind that name Umorowhy did you choose that name?
Umoro comes from the Latin word Umor, which means liquid. Water is essential for life. O, in Umoro, is a circle. The circle is a universal symbol with a wide meaning. It represents the ideas of totality, wholeness, original perfection, self, infinity, eternity, eternity and all cyclical motion, which captures our founding principles, vision and values.
- Who invented the Umoro One shaker? How quickly did the idea go from conception to product?
It was a collaborative effort between Justin’s industrial design & Joseph’s mechanical design experience. From conception to official launch took about 2 years.
- How was Umoro founded, did you two know one another before forming the company?
Umoro was founded after Joseph approached Justin with the initial concept. We both met through a mutual friend.
- Is it everything you hoped for?
The journey to where we are now was absolutely much tougher than expected. But we both knew the journey would be tough & were ready to endure no matter what.
- What advice would you give others before making the decision to take the plunge and begin their own business?
Be your own worst critic and be a sensible visionary, not just a dreamer. Too many people believe they’ve a million dollar idea. In fact very few really do. But like racehorses they often wear blindfolds and see only their final destination. Lost all red flags around them. However, if you have really done your due diligence & you still believe in your vision. Don’t let anyone stop you.
- What kept you motivated during your setbacks?
You must learn as an entrepreneur that there aren’t any insurmountable obstacles. Setbacks are an inevitable part of life. You are on one, past one or heading for one. Find out how to fix it and move on to the next one.
- What was the biggest challenge you faced while building Umoro?
Trying to change the sentiment of the entire industry towards shaker bottles & how much they’re willing to pay for it. ($8 vs $28.99) Thankfully Justin and my past experience with modeling gave us insight into marketing.
- How has running Umoro affected you personally? (what personal benefits have you gained/what personal sacrifices have you made?)
Joseph: Running a company forces you to grow very quickly. You must deal with a gamut of emotions, from depression to excitement. So while it was a really stressful time. It has made me stronger and more aware of what each individual is really capable of.
- Knowing what you know now, would you do it again, or what would you do differently?
Joseph: Of course, I will do everything. I could never see myself working for somebody again. Other than the apparent hiccup here and there, I would not change a thing.
- How will the Umoro One shaker affect your customers in the long run? Has it become a staple product in their daily life?
We love social media because it allows us to actually connect with our community. We’ve seen our bottles carried from the gym into the mountains of Nepal. People receive them as gifts for birthdays, father’s day, etc. Even if it is just a bottle. It’s nice to know that their loved ones are giving the gift of health.
- How often do you personally use Umoro One?
Every day
- Joseph what do you generally put in your shaker?
Protein, creatine and flavoring.
- Justin, how about you what do we generally find in yours?
I generally keep a scoop of vanilla-flavored whey isolate in the lid. My drink was a good old fashioned water option. Nothing of the kind.
- How does business improve your quality of life?
This business has created so many incredible opportunities and we have successfully steered them towards our shared vision. Realizing this vision has allowed both of us to share a wealth of knowledge and improve our overall quality of life in nearly every aspect.
Were you surprised to be chosen to perform Umoro at Dragon’s Den after signing up to perform at the event?
Dragon’s Den following our Kickstarter Campaign soon. We were pretty confident after successfully crowdfunding our project and Kickstarter helped solidify our idea. However, we applied on such short notice and it was an enormous surprise to learn that we would be given the chance to pitch to the Dragons.
How was the experience of being on the show?
The experience was utterly unique for both of us. None of us had experience pitching projects to investors and doing it in front of CBC cameras was mind boggling. We could not believe how long the toss lasted. It felt like the pitch and negotiations were taking endlessly! All in all an incredible and unforgettable experience.
Can you tell us why you decided not to undergo with the deal from Dragon’s Den?
We have decided not to proceed with the deal for numerous reasons. Simply put, the deal finally did not make sense for all parties.
Do you have any advice for other entrepreneurs looking to bid on investors at events like Dragon’s Den and Shark Tank?
The best advice we can give is to be yourself, know who you are as a business, and study your numbers. Investors’ fear of falling behind is your only real leverage. A dream come true is a dream served with a purpose.
You just launched Umoro Kitchen, what’s the premise behind the service?
Umoro Kitchen is a service driven by the welfare of our customers. We understand how important diet is to keep the mind sharp and the body healthy. Umoro Kitchen addresses the need to encourage fun, health and the easy joys related to cooking.
Umoro was hugely successful, what do you attribute most of that success to?
our customers. They have been loyal from day one and are the reason for so much of what we want to do.
And which is more profitable: making your startup successful, or having the ability to keep it successful?
Both have been and are still equally useful. The most successful companies today are those that haven’t forgotten the roots and advantages they developed to begin with. When you are complacent, your company dies in the water.
Umoro also has a really popular Instagram and social media following, how did your social media following become what it’s today? Any tips for other businesses looking to expand their social reach?
Our followers became what they’re today because of hard work and perseverance. It takes quite a lot of attention and content to stay relevant. Social media is a fickle medium. It’s important to never forget that social media is continually changing and everybody, no matter how big or small, has a voice.
How important is social media marketing for your business?
Social media plays a crucial role for our business, but it is simply one of many avenues that give us the traction we need to achieve success.
What other products and businesses is Umoro working on? Anything we can preview soon?
We have thrilling products and collections in the works. One of them will be revealed in the next few months.
Has Umoro become what you envisioned when it started?
Umoro has absolutely become and continues to be what we dreamed it would be. Seeing continuously all the steps from the start is an unforgettable experience. We have big aspirations for where we plan to take our next company.
What does the future of Umoro look like for you now?
Umoro has a bright future. As we continue to navigate our place in the broad consumer market, we’re seeing us return time and time again to our roots and our customers. Umoro strives to make important changes in our daily lives and brings attention to the importance of our health and well-being.
