Founder Friday | An interview with Tiffany Lee

Tiffany Lee (CAS ‘23) is the founder of Pieonair, which aims to combat isolation and burnout within the entrepreneurial space.

Read Lee’s interview to learn more about her entrepreneurial journey:

Tell us about your startup and the problem it aims to solve.

Our startup, 021/Pieonair, addresses the prevalent feelings of burnout, isolation, and self-doubt, especially among early-stage startup founders. We offer a streamlined networking solution, connecting these founders with peers who have similar mindsets. This allows them to exchange insights, experiences, and mutual support throughout their entrepreneurial journey. We strongly advocate for collaboration and collective growth. We envision entrepreneurship as a community-driven experience, ensuring that everyone, regardless of their location, has access to a supportive community and essential resources.

What inspired you to take this step into entrepreneurship?

During the pandemic, I remained in my native South Korea, where I joined an entrepreneurial group. It was there that I embarked on my inaugural entrepreneurial endeavor, stemming from my personal challenges in short-term apartment rentals. This experience introduced me to the rewarding nature of entrepreneurship, where solutions are crafted from personal needs. I subsequently delved deeper into areas I'm passionate about, such as wellness, connectivity, and community. This exploration eventually laid the foundation for 021/Pieonair.

What motivated you to apply to the Stern Venture Fellows accelerator? What are you hoping to gain from the experience?

I've always aspired to join the Stern Venture Fellows (SVF) program because of the tailored resources and mentorship it provides based on individual team requirements. The program hosts a diverse range of workshops—from branding to legal workshops—ensuring we're equipped with essential knowledge. Regular one-to-one coaching from other entrepreneurs provides valuable insights. The Berkley Center's office hours are instrumental in progress checks and addressing any hurdles. The networking opportunities, especially with SVF fellows in the health & wellness sector, are invaluable.

What has been the biggest turning point for you on your startup journey? What have been the biggest challenges you’ve faced so far in building your startup, and how have you overcome them?

Every startup founder grapples with a myriad of challenges daily. Our team's perspective is to embrace, learn, and grow from them. Among various challenges, the most daunting was pivoting our product after beta testing and user feedback. While our core mission remained intact, we had to reassess our product features, target audience, and delivery methods. Prioritizing customer feedback and adjusting our strategies accordingly was both challenging and invigorating.

Working on a startup takes a lot of time and energy. How do you try to keep a work/life balance?

Indeed, startups demand tremendous time and effort. Many founders inadvertently intertwine their identity with their company's trajectory, which can blur work-life boundaries. To combat this, I've adopted several rejuvenation strategies like periodic stretching, taking short walks, and indulging in new hobbies or experiences biweekly. These activities divert my focus from prolonged desk work and provide a necessary mental reprieve. While stress-relief methods vary among individuals, it's pivotal to discover and consistently implement strategies that promote work-life equilibrium.

What advice would you give to aspiring entrepreneurs, especially those just starting out?

• Engage directly with your potential audience. The most transparent feedback comes from real-world interactions rather than online sources.

• Expect and embrace rejection. While you'll encounter numerous naysayers, there will also be enthusiastic supporters awaiting your vision.

• Prioritize self-care. Uphold a healthy lifestyle and discipline. Entrepreneurship is a marathon, not a sprint, so ration your energy accordingly.

DermOnDemand is Transforming the Landscape of Employer-Based Dermatology Care

As dermatology stands on the precipice of a transformative era, it's clear that the future is centered around making care more accessible and affordable than ever before. I’m excited to lead the charge as the founder of DermOnDemand. Together with my co-founder and sister, a dermatologist Dr. Hannah Kopelman, we're passionately working to redefine dermatological care. Serving as our Chief Medical Officer, Hannah’s expertise has been pivotal in guiding and crystallizing our shared vision.

Together, we are driven by the desire to make high-quality dermatological care universally accessible in today's digital age. DermOnDemand stands as a testament to this vision. We are at the forefront of online dermatological consultations, and we're excited to unveil the next phase of our journey: forming partnerships with self-insured employers. This significant step further solidifies our ambition to position DermOnDemand as the foremost online dermatology provider for employers.

Why Self-Insured Employers?

Companies that are self-insured undertake the financial risk of their employees’ healthcare benefits, providing them with unparalleled flexibility to offer bespoke health solutions. This inherent flexibility makes them perfect candidates for forming synergies with groundbreaking platforms such as DermOnDemand. Working closely with these employers, we're confident in DermOnDemand's capability to tailor services that meet the unique needs of each company, ensuring specialized care, efficient processes, and a superior patient experience.

Benefits for Employers and Their Employees

• Immediate Access to Quality Care: The inconvenience of lengthy waiting times for dermatology appointments is now a thing of the past. At DermOnDemand, employees have the privilege of instant consultations with top-tier dermatologists, guaranteeing timely diagnoses and treatments.

• Cost Savings: Both direct and indirect costs see substantial reductions. While direct costs like treatments are effectively managed, indirect costs stemming from reduced productivity or absenteeism due to untreated skin issues are significantly minimized.

• Increased Productivity: By addressing skin concerns swiftly, employees can regain their focus and bolster their efficiency at work.

• Enhanced Employee Benefits: Incorporating state-of-the-art health benefits like those offered by DermOnDemand can enhance a company's allure to potential talent.

The Road Ahead

Our pilot initiatives signify just the beginning of our ambitious journey. Both Hannah and I envision DermOnDemand as the go-to platform for companies, regardless of their size. With continuous technological advancements and the integration of AI, we're steadfast in our pursuit to fortify DermOnDemand's reputation as the paramount online dermatology platform.

Our collaboration with self-insured employers goes beyond strategic positioning. It's a deep-rooted commitment to delivering comprehensive and accessible dermatological care to countless Americans who lack both easy and affordable access. As we embark on this transformative phase with DermOnDemand, we warmly invite visionary employers to join us in this health revolution, advocating for a future where the integrity of skin health is upheld and never compromised.

Written By: Dr. Ross Kopelman (Stern ‘12, Tandon ‘15)

Embracing Growth: A Reflection on Our Journey Through the Stern Venture Fellows Accelerator

As our time with the NYU Stern Venture Fellows (SVF) program draws to a close, we are reflecting on the incredible experience that has shaped our venture, Flectino.ai. This fulfilling journey has empowered us as entrepreneurs, providing invaluable insights and connections that have contributed to our growth as more mature business leaders. In this blog post, we invite you to join us as we look back at the progress we’ve made, the milestones we’ve achieved, and the moment that left a lasting impact during our time with NYU Stern.

From the very beginning, we recognized the potential of the SVF program to be a game-changer for Flection.ai. Our goal before the program was clear: finish our MVP and refine our business model. The mentorship, expert guidance, and unwavering support from the NYU team have been pivotal in shaping our vision and business strategy. The progress we’ve witnessed has been truly remarkable.

One of the defining milestones was successfully completing the game design, making it more inclusive to meet our customers’ needs. Achieving this milestone required countless hours of hard work, dedication, and collaboration with our mentors (a big thanks to Erik Chan and Jie Qian) in the program. The SVF provided us with fertile ground to test, iterate, and optimize our product.

Among the numerous enriching experiences during the accelerator, one particular moment stands out like a beacon in our memory. It was during a dinner with David Ko, CEO of Calm, where we had the opportunity to learn from him and his friends, who all possess extensive experience in the venture world.

He emphasized the importance of investing in people as the key to success. Finding the right team with shared values and vision cannot be understated. This resonated with us, especially as we recently welcomed Abilmansur, a Unity developer, to our team, a significant milestone achieved this summer.

The SVF has been more than just a program; it has been a catalyst for growth, an incubator of ideas, and a community of unwavering support. The connections we made with fellow entrepreneurs have flourished into friendships and partnerships that will extend beyond the conclusion of the accelerator. We are grateful to Ayman, Tiffany, and others for sharing their journeys and inspiring us.

In conclusion, the SVF has been an awe-inspiring journey that has surpassed our expectations in every regard. We extend our gratitude to Tyana, Steph, and the other SVF team members for building a community where early-stage ventures can thrive and find their own path to success.

As we prepare to embark on the next chapter of our entrepreneurial adventure, we carry with us the lessons learned, the connections forged, and the unwavering belief that we can create a lasting impact with Flection.ai. The future is bright, and we owe it all to the transformative experience with NYU Stern.

Written By: Alexandr Pak (Postdoc)

Finding Inspiration as an Entrepreneur with Dessa Shepherd, Founder of Peony & Lark, Co.

As an entrepreneur and as a person, one of the things that inspires me is recognizing how God has transformed me over the years in my daily life. Has life ceased to present struggles and obstacles to my hopes? That's a resounding no. What has changed is my ability to grapple with life's challenges and find meaning and growth in the midst of them. As I reflect on my journey, I can see how God's transformative power has been at work, shaping me into a stronger and more resilient individual. I have learned to embrace struggles and obstacles as opportunities for growth. Rather than being disheartened by difficult circumstances, I now approach them with a sense of faith and trust in God's plan for my life. This intrinsic inclination has allowed me to navigate challenges with a profound sense of recollection, knowing that even in the toughest times, there are lessons to be learned, opportunities for growth, and blessings to be found. 

This recognition also invigorates and activates me on my entrepreneurial journey to bring Peony & Lark, Co. products to people everywhere. Our products are created to heal, nourish and rejuvenate the skin which is our body's first line of defense. To do that we think and act holistically from the sourcing of our raw materials to the final product. We want to create a circular system that is sustainable and ethical. Our choice to use non-GMO and organic raw materials ethically sourced from communities around the world in our products is the result of thoughtful actions to create a positive social and environmental impact.

When I feel like I am stuck or in a place of drought, I recall in my mind who I was and who I am now by God's grace. I also begin by doing the task that is most urgent for me to complete. As simple as that, I find that beginning there helps me to put things in perspective and move forward. Taking action by starting with the most urgent task is an excellent approach to breaking through inertia. Often, when we're stuck, the weight of all the tasks and responsibilities can feel overwhelming. By focusing on one urgent task and completing it, you create a sense of accomplishment and build momentum. This can lead to a positive domino effect, as we gain confidence and energy to tackle other tasks.

Putting things in perspective is key to maintaining a healthy outlook on life. When we feel stuck, it's easy to lose sight of the bigger picture and get caught up in the immediate difficulties. Reflecting on our journey and taking action can help us regain clarity about our goals and priorities. It reminds us that challenges are a natural part of the journey, and with faith and perseverance, we can overcome them.

Additionally, the act of recalling my growth and taking action aligns with my mindset of gratitude and trust in God's plan. By being grateful for the progress I've made by God's grace and trusting in His guidance, I continuously cultivate a positive attitude that helps activate me as I navigate through difficult times.

Written By: Dessa Shepherd (MA ‘19)

Founder Friday | An interview with the Endure Sport Nutrition's Anja Westhues

Anja Westhues (BA ‘24) is the Founder & CEO of Endure Sport Nutrition, a three-step fueling system for athletes made from whole food ingredients launching summer of 2023.

Read Westhues’ interview to learn more about her path to Endure:

Tell us about your startup and the problem it aims to solve.

Coming from a background in run-specialty retail, I had always noticed that customers were dissatisfied with the endurance sports-oriented nutrition products on the market. Customers would often say how overly sweet many of the products were or that they didn’t digest well. However, this is inelastic demand for longer-distance endurance sports– athletes need to be replenishing their nutrient stores on longer-distance events. When I first had the idea for Endure, I set out to interview over 150 runners and cyclists about their current fueling strategies. Most of my interviewees confirmed my observations, and one even described the gel he was taking on his runs as “robot food”. Endure uses whole-food ingredients that could be found in a pantry, but packages them and combines them in a way that maximizes performance potential and kickstarts recovery. We prioritize fueling for both sport and life.

What sets your venture apart from what’s on the market right now?

Many sports nutrition products are marketed toward a wide audience– very few hone in on endurance athletes. For example, walking into a store, you’ll see dozens of protein bars boasting exorbitant amounts of protein and zero carbs. However, endurance athletes need to be replenishing both protein and carbohydrates– this maximizes muscle glycogen storage, which is crucial for performance. While there are a few more natural/organic options on the market, few of them seem to be targeting the consumer who is concerned about both performance and general health/well-being.

What inspired you to take this step into entrepreneurship?

As I touched on in my mentor reflection, my internship at Snaxshot has introduced me to countless founders with inspiring stories. I wanted to start building my venture while I am still a student so that when I graduate next spring, I can jump into my company full-time.

What motivated you to apply to the Stern Venture Fellows accelerator? What are you hoping to gain from the experience?

I applied to SVF for mentorship opportunities as well as funding to fund some of my product development. The funding provided at SVF has allowed me to collaborate with a food scientist, who is helping me obtain the proper nutritional ratios and food safety protocols for my products. My coaches’ skill sets complement each other well, so I feel like I am making significant strides toward my launch in the fall.

What has been the biggest turning point for you in your startup journey?

I feel like I’m still waiting for my biggest turning point, honestly.

What have been the biggest challenges you’ve faced so far in building your startup, and how have you overcome them?

Finding the capital to pay for all of the moving parts of a startup can be tough, as can finding funding as a solo young entrepreneur. I’m working on it, but it’s tough! I hope to raise a pre-seed round that can be used to pay a secondary team member who can fill in my skill gaps, rather than exclusively working with contractors and freelancers.

What are some recent milestones you have achieved/or are working towards? How has it been reaching them?

I have been planning some pop-up tabling events for July and August, and it has been really rewarding to officially put those on the calendar. I can’t wait to officially introduce people to my products and educate them on the importance of whole food nutrition for sport.

Working on a startup takes a lot of time and energy, how do you try to keep work/life balance?

Since I am building a running startup, I always tell myself that if I’m not running, isn’t it a bit hypocritical? So, most mornings I start with a run to give my mind a break and get my body going. I also love trying new restaurants (and cooking!), bookstore browsing, and trying new brands in the food and beverage space. I think it’s important, if not crucial, to give yourself permission to think about things other than your startup.

What advice would you give to aspiring entrepreneurs, especially those just starting out?

Go for it, it doesn’t matter how old you are or how much experience you have. If you believe in yourself and your venture, you can do it– and while it might be more difficult, it is possible

The Loneliness of Entrepreneurship: Navigating Isolation in the Pursuit of Success by Caitlin West

Embarking on the journey of entrepreneurship is an exhilarating experience filled with countless challenges and triumphs. As entrepreneurs, we willingly embrace the path of focusing and being disciplined about our ventures, dedicating ourselves to turning our visions into reality. However, amidst the pursuit of our dreams, we often encounter a significant obstacle that goes unnoticed: the isolation that accompanies our relentless focus. I want to delve into the profound impact of isolation on entrepreneurs, explore strategies to overcome it, and emphasize the importance of a supportive network. 

The Weight of Isolation:

As entrepreneurs, we pour our hearts and souls into our ventures, often sacrificing personal relationships and hobbies to ensure every ounce of our energy is directed toward achieving our goals. This unwavering dedication can create a chasm between our actions and the expectations of friends, family, and loved ones. While they may not comprehend the intensity of our pursuit, it is essential to acknowledge that their perspectives differ from our own. This misalignment can breed feelings of isolation and loneliness, amplifying the mental burden we carry.

Meditation and Self-Care:

Recognizing the toll that isolation takes on our mental well-being is crucial. Incorporating mindfulness practices such as meditation into our daily routines can provide a much-needed respite from the constant pressures of startup life. Taking a few moments each day to center ourselves, quiet our minds, and focus on the present can help alleviate feelings of isolation and rejuvenate our spirits. Additionally, engaging in regular physical exercise not only promotes a healthy body but also boosts our mental resilience, enabling us to better navigate the challenges of entrepreneurship.

Building a Supportive Network:

While the isolation inherent in entrepreneurship may be overwhelming at times, it is important to remember that we are not alone. Cultivating a strong support system of like-minded individuals who understand and empathize with our journey is paramount. Seek out fellow entrepreneurs or join startup communities where you can connect, share experiences, and receive guidance. Surround yourself with individuals who not only support your choices but also appreciate the challenges you face without making you feel isolated. Their encouragement and understanding can provide much-needed solace in times of uncertainty.

Open Communication:

In addition to finding solace in a supportive network, it is crucial to establish open lines of communication with a select few who have proven to be your pillars of support. These individuals could be family members, close friends, or mentors who have consistently shown their unwavering belief in your dreams. By openly expressing your thoughts and emotions to them, you allow yourself to release the weight of isolation. They can provide a listening ear, offer advice, and remind you of your worth during moments of doubt.

Entrepreneurship is as rewarding as it is disheartening. The path is laden with obstacles, and the isolation resulting from an unwavering focus on our ventures is a hurdle that can undermine our mental well-being. By recognizing the toll of isolation, embracing practices like meditation and self-care, and building a supportive network, we can navigate this profound sense of loneliness and emerge stronger. Remember, every challenge you face is an opportunity for growth, and the resilience you cultivate during this journey will shape not only your venture but also your character. Stay focused, but also remember to prioritize your mental health, give yourself grace, and know that you are not alone in this remarkable pursuit of success.

Caitlin West, Founder & President, Alivio Technologies, Inc.

Mentor/Influence Reflection: Endure Sport Nutrition’s Anja Westhues

About six months ago, I began my internship at Snaxshot– a food & beverage newsletter that covers emerging brands, industry trends, and predictions for what’s to come. The genius behind it all, Andrea Hernandez, is one of my biggest influences. 

Snaxshot strikes a harmonious balance between educational, witty, and edgy; I had been a reader for some time before my internship, so when the opportunity to work for her presented itself, I couldn’t pass up the opportunity.

Anja’s mentor Andrea Hernández

I have learned more working for Andrea than I have in all of my other previous internships combined. Andrea brought me on the team as a true team player– not just a task rabbit completing odd jobs. I’ve planned Snaxshot events, met countless founders in the space, and attended conferences to represent the publication. Due to her trust in me, I have learned to trust and believe in myself– which is why I dove into launching my venture at 21 years old.

My venture, Endure Sport Nutrition, aims to bridge the gap between snacks and sport nutrition. The two need not feel so distinct from one another– athletes should still feel like what they put into their bodies is real food. We craft our sport nutrition from nutrient-dense, whole-food ingredients rather than the synthetic sugars and preservatives that are pumped into many sport gels and bars.

I had the idea over the winter, initially thinking it would be something I would launch later once I had free time or experience. However, working for Andrea has reiterated to me that there is never an exceptionally “right time.” She launched Snaxshot in September 2020 and has grown it into an entity with readers in over sixty countries. I find her work ethic to be incredibly inspiring.

However, the inspiration I have drawn from Andrea doesn’t stop with just her. The founders she’s introduced me to inspire me as well. I’ve met founders from around the world with a multitude of different stories. While none of their stories are the same, they all possess a similar drive to make their vision succeed in a saturated market. Andrea’s vision with Snaxshot is built on community and real-time interaction. As I build out my company, I want to employ that mindset as well– keeping the customers I’m catering to be involved in my vision and story, and building a successful product together. That is how one builds a successful CPG company– through knowing the customer and adapting as needs and demands shift.

As I’ve built Endure and continue to strategize further growth opportunities, I’ve kept Andrea and the lessons she’s taught me at the forefront of my mind. Brand storytelling is just as important as the product, and a big component of a story is the founder and who they are. I believe that any venture is as successful as its founders’ belief in themselves and in the company they’re building. Andrea works impeccably hard, and her industry peers recognize that about her. Her work ethic motivates me to believe in myself and keep going, regardless of the obstacles that are thrown my way.

Written By: Anja Westhues (BA ‘24)

Biggest Takeaway So Far with Jivika's Founder, Ayman Mukerji

A call for social change is how it all started for Jivika

Fall of 2019. I walked into a room full of faces with sunken eyes that screamed for help. This group of sleep-deprived medical students was the single event that changed my professional life. I (bravely and naively) wanted to single-handedly end burnout among hospital workers. On that chilly day, Jivika was born with the mission to end burnout through behavioral changes and the life of another startup founder began.

The founder’s journey is exciting (and scary!)

4 years later, Jivika has found ground among its 32 hospital clients. We are launching our mobile behavioral training product this summer - designed to teach stress management microhabits to hospital workers. My goal is to be successful in the startup’s mission – to end burnout among the most burned-out population. With that lofty goal comes the need to juggle many things at once: constant customer validation, building the product, getting into financial modeling, filing for IRB-approved research studies, finding better KPIs to track, building a repeatable sales cycle...

Back in 2019, I did not know what it would take to implement a vision for a social cause, but today I can confidently do so. For example, if you asked me earlier this year if I understood Jivika’s financial model, I would fumble.

Finding the right one - an accelerator, that is

Back in May 2023, when Cynthia and Steph welcomed us to the Stern Venture Fellowship (SVF) accelerator, I felt lucky and honored that our startup was chosen among my genius co-fellows. I was also a bit nervous - given that we were planning a big mobile launch this summer. Did we take on too much? Can we do both - launch the mobile app and participate in an accelerator?

Today, halfway through the accelerator I realized that this experience was exactly what Jivika needed. What are the signs that an accelerator is right for your startup?

The right accelerator learns about each startup it accelerates, provides resources that the startup needs, and offers radical candor (in Kim Scott’s words – from her book) for a reality check. Being in an accelerator should feel like you are doing more than you had in mind. Despite being a former Wall Street-er, I must admit that I did not fully get the essence of a financial model before the SVF accelerator. And yet, to get to our fund-raising milestone I had to be conversant in financial modeling.

The financial model is a mathematical vision board for the startup

When SVF partnered me with a Stern Venture Analyst (VA), I handed him Jivika’s past attempt at a financial model – a complicated accounting spreadsheet filled with numbers.

My VA partner and I decided that we needed a financial model that is simple enough that a VC doesn’t need a “read me” file for the spreadsheet. Alongside, Steph and Cynthia advised me to use the building process to hash out Jivika’s 5-year business plan. This was an a-ha moment for me. The financial model is a numerical representation of the business model, not just an accessory that helps startups get in front of VCs. In fact, it is a mathematical vision board for your business. As I work on its details, I am even more excited to see what lies ahead for Jivika!

So your test on whether you are on the right track in your startup’s financial model: ask yourself – is it getting me excited about the near and long-term future of your business?

Exciting times ahead!

The learning experiences from being in the SVF program go way beyond financial modeling or gearing up for launch and fundraising. It has taught me how a partnership enhances your journey and therefore your business growth – in a human way.

Being a mother of young twin boys, I have trained myself to time box my days into mom-mode and founder-mode, and I have found more productive hours in the day than I did before I had children (thanks to a supportive life partner!). However, there are some rare occasions when balancing modes is hard. For example, when my babysitter canceled, just as I was planning to attend a fun SVF game night. Cynthia and Steph graciously invited my kids to that event and it was a win-win for everyone. My kids played fun board games and I connected with my SVF fellows. As I venture into the world of VC funding later this year, the SVF culture has taught me to look for a partner that supports the vision for Jivika, pushes its team to excel (because our team is not shy to work tirelessly) and, most importantly, sees our team as humans – because a happy team is way more productive than a burned out one!

Jivika SVF Blog Video

Learn more about Jivika below:

watch video

An Interview with GaleSun's Christopher James

Christopher James (MS ‘15) is the CTO of GaleSun Technology, whose product is a hardware and software device which will allow for ultrasonic inspection and imaging of any shaped object when paired with a flexible array. Chris and GaleSun were 2022-23 Entrepreneurs Challenge Semi-Finalists and are joining us again as an Associate Fellow for this year’s SVF cohort.

Read James’s interview to learn more about obstacles GaleSun has faced, the goals they have for the future, and everything in between:

Tell us about your startup and the problem it aims to solve?

GaleSun Technologies aims to pioneer the first approach to flexible ultrasound transducer imaging for practical use. Our innovative probe shape estimation algorithm will be the first to enable practical imaging from a flexible probe, solely utilizing the probe’s ultrasonic signals. The technology leverages a novel method of transducer element localization, which will allow for real-time imaging of arbitrarily shaped and dynamically changing surfaces. This represents a fundamental advance over current flexible imaging techniques and unlocks new possibilities for ultrasound in both medicine and research.

What sets your venture apart from what’s on the market right now?

Previous attempts to develop flexible array imaging have been successful in creating flexible ultrasound probes which collect data; however, all previous approaches to creating images from these probes have significant drawbacks, which render them infeasible for practical use. These methods require extensive processing time, and additional shape estimation equipment, which is unwieldy and inaccurate, or they simply ignore the problem, assuming a shape and making it unusable in practice.

What inspired you to take this step into entrepreneurship?

Musculoskeletal conditions affect half of U.S. adults, costing $213 billion annually in treatment, care, and lost wages. Sports injuries, in particular, contribute significantly to this public health problem, with 2 million high school students and 8.6 million people of all ages injured yearly. Ultrasound imaging’s unique ability to capture the body in dynamic motion shows promise for diagnosing minor injuries before they become major ones and to answer basic questions about how the body works, unlocking translational approaches to injury prevention and diagnosis.

What motivated you to be part of the Stern Venture Fellows accelerator? What are you hoping to gain from the experience?

We were semi-finalists in the Spring 2023 Entrepreneurs Challenge. We found it a truly rewarding experience, not just from the structure presented to us, but more importantly from the folks at the Berkley Center who were consistently gracious with their time, continuously supportive of everyone in the program, and collectively made the experience one which we wanted to repeat, as we did not make it to the finals.

Hearing SVF 2023 was going to healthcare startups, we jumped in with both feet!

We are looking to garner additional mentorship, to have the opportunity to support the other teams and to be able to dedicate time to really refining our customer discovery journey. Additionally, we’d like to come out with a low-fidelity prototype that we can use in customer delivery– to solidify the concept and allow us to observe the researchers interact with the prototype.

What has been the biggest turning point for you in your startup journey?

Surprisingly, the initial start of the venture with the National Security Innovation Network’s Defense Innovation Accelerator (NSIN-DIA) was the biggest turning point. I had never started something this technical and with such prestigious lab technology. The combining of the team and the building on the ideas in a collaborative nature was pretty transformational. The second turning point is a hopeful one in the future– when we are granted U.S. government funding for a Phase I project grant with the National Science Foundation (NSF) or the National Institute of Health (NIH).

What have been the biggest challenges you’ve faced so far in building your startup, and how have you overcome them?

The challenges for us were moving from the NSIN-DIA environment to being off and on our own. We needed to continue customer discovery, assemble a team, and continue to apply for programs and for government funding. It happened one step at a time, sometimes slower than anticipated, but we found by just focusing on the task at hand we were able to build on the NSIN-DIA foundation.

What are some recent milestones you have achieved/or are working towards? How has it been reaching them?

Our current set of milestones includes more customer discovery, especially in the area of biomedical researchers. We continue to work on a low-fidelity prototype with our coach, Eric Chan. He is a wonderful mentor, and was an excellent choice by Steph and Cynthia to have him mentor our team this summer. Again, a theme emerges, we are grateful for the folks around us who are all supporting us as team GaleSun. The theme coming through for us is it takes a diverse and dedicated support team “to make the dream work!”

Working on a startup takes a lot of time and energy, how do you try to keep work/life balance?

This is an important question. One way I keep myself on an even-keel is with the responsibilities of my personal life– care for my elderly parents, having a family, going to graduate school, and working on GaleSun Technology. And, oh yes, a full time job!

Sometimes priorities have to get shifted around, and some personal life time is sacrificed to meet a deadline or complete a startup project or assignment. I try to keep this to a minimum, more as an anomaly rather than a common occurrence.

I find if I am scheduled, I do much better. I like to keep organized in a bunch of formats and devices. I still have not settled on just one, but I keep trying to find organizational nirvana!

I think as long as you are upfront with your commitment time and make the best use of your personal time, especially with family, you can balance all the obligations without feeling as if you are not doing enough in one area of your life.

Buck'N Good: Elevating Health, Wellness, and the Environment with Sprouted Ancient Grain Milks

In today's pursuit of a healthier and more sustainable lifestyle, Buck'N Good emerges as a frontrunner in the food industry. Their range of sprouted ancient grain milks offers remarkable health benefits while minimizing environmental impact. Let's explore the health benefits of Buck'N Good's milks and their potential impact on society, including advancements in health and wellness, environmental sustainability, and assisting individuals in various aspects of their lives.

Buck'N Good's sprouted ancient grain milks address multiple dietary challenges, making them a versatile and inclusive option, while still being nutritious. These milks are low allergen, low FODMAP, anti-inflammatory, easily digestible, and free from nuts, gluten, dairy, and soy. They provide a safe and nutritious alternative for individuals with dietary restrictions, allowing them to enjoy a delicious milk substitute without compromising their health.

The health benefits associated with Buck'N Good's sprouted ancient grain milks are exceptional. Sprouted ancient grains are nutrient-dense and offer a wide array of vitamins, minerals, and antioxidants (including magnesium, manganese, copper, iron, phosphorus and B vitamins) . When sprouted, these grains undergo a transformative process that enhances their nutrient availability, making them even more beneficial. The anti-inflammatory properties of sprouted ancient grains contribute to improved overall health and may help reduce the risk of chronic diseases.

In addition to the health benefits, Buck'N Good's commitment to sustainability offers significant environmental advantages. Traditional dairy farming contributes to greenhouse gas emissions, deforestation, and water pollution. In contrast, the production of sprouted ancient grain milks requires fewer resources and has a lower carbon footprint, making it a more environmentally friendly choice. Buck'N Good further chooses ancient grains that can enhance soil vitality, create pollinator communities and can shorten the time frame in transitioning US farmland to USDA organic. Lastly, some of these ancient grains are not only climate change resilient, but can be climate change fighting.

The introduction of Buck'N Good's sprouted ancient grain milks has the potential to make a substantial impact on society. By offering a low allergen, low FODMAP, and easily digestible milk alternative, Buck'N Good ensures that individuals with specific dietary needs can enjoy a nourishing beverage without compromise. This inclusivity promotes a sense of belonging and allows individuals to embrace a healthier lifestyle without sacrificing taste or convenience.

Furthermore, Buck'N Good's focus on sustainable production methods sets an example for other companies in the food industry. By prioritizing eco-friendly practices, they encourage a broader shift towards sustainability, ultimately contributing to a more resilient and environmentally conscious society.

Buck'N Good's sprouted ancient grain milks play an increasing role in assisting the lives of others in various aspects. From a health perspective, these milks provide a nutrient-dense alternative that supports overall well-being. By reducing allergens, offering a low FODMAP option, and delivering anti-inflammatory properties, Buck'N Good helps individuals manage their health conditions and potentially reduce the risk of chronic diseases (including hypertension, cardiovascular disorders, digestive concerns…).

Lastly, Buck'N Good's emphasis on sustainability contributes to education by raising awareness about the importance of environmentally friendly food choices. By educating consumers about the benefits of sustainable practices and the impact of their dietary choices on the planet, Buck'N Good empowers individuals to make informed decisions about their health, well-being, and environmental impact.

In conclusion, Buck'N Good's sprouted ancient grain milks serve as a catalyst for positive change, promoting health, wellness, and sustainability. By addressing various dietary challenges, offering exceptional health benefits, and prioritizing eco-friendly practices, Buck'N Good is poised to advance society as a whole. Through improved health and wellness, reduced environmental impact, financial accessibility, and educational outreach, Buck'N Good's sprouted ancient grain milks have the potential to positively impact lives and pave the way for a more resilient and mindful future.

Written By: Kinga Gorniak (BS ‘06)

Getting Back to Basics: 021

As an entrepreneur, we constantly encounter challenges from various aspects. Sometimes, our product may not be the ultimate solution for our customers, and other times, people might be unwilling to pay for a product even if it partially solves their problems. However, it is easy for us as an entrepreneurs to become attached to our product and believe that what our team is creating will satisfy customers.

When I embarked on my entrepreneurial journey, I found inspiration in the quote, “Steady diligence leads to constant self-esteem.” This quote resonated with me and solidified my personal mission: to bring happiness to everyone’s lives. Throughout my college years, I struggled with procrastination and faced difficulties establishing a healthy routine, despite my strong intentions and ambitions. These challenges often left me feeling unhappy and plagued by imposter syndrome. Consequently, I realized that I wanted to help people build healthy habits in their everyday lives and contribute to their happiness.

021 began as a habit-building app with a competitive reward system. Users could choose a habit, make a bet on themselves, and participate in a 21-day challenge. If they completed 100%, they would receive a full refund, along with additional rewards from users who failed to complete more than 85%. Given the widespread problem of habit-building and the potential to make money, we received significant interest. Subsequently, we developed our MVP and launched our first beta in November 2022.

Initially, we held high hopes as the individuals we interviewed during the customer discovery phase expressed enthusiasm about trying our product, leading us to believe they would “love” it.

However, reality turned out to be quite different.

In the first week, most of our users actively participated in the challenge. However, as time went on, the number of daily active users decreased, eventually dropping to less than 20%. The average completion rate was only a third of our initial expectations.

To understand the reasons behind this regression, we made a concerted effort to meet with as many users as possible and father their feedback. What we learned was that despite the eventual reward, users couldn’t perceive tangible progress beyond submitting a verification photo. As a result, they quickly lost motivation and struggled to maintain consistency.

This revelation compelled our team to start from scratch. We went back to day one and reevaluated our mission and value propositions. We delved into our customers’ problems, examined their existing solutions, and identified the frustrations and gaps in the market. After engaging with users for weeks and conducting countless brainstorming sessions, we finally redefined our value propositions: incremental progress and sustainability. We discovered that what truly kept people consistent was not an uncertain reward at the end, but rather the feeling of making progress every day and the hope that setbacks were acceptable as long as they got back on track the following day.

With this valuable insight, we developed a completely new reward system, Every user would receive a specific amount of reward or penalty based on their completion or failure of the challenge everyday. With this updated approach, we launched our next beta, which achieved an impressive completion rate of over 91% and a Net Promoter Score (NPS) of 8.1.

While we successfully addressed the major problem we faced at that time, we continue to encounter different issues and challenges daily. We are still in the early stages of our journey, and there is ample room for improvement and learning.

After being accepted into SVF, I set personal and team goals focused on embracing failure and making gradual improvements until we can consistently provide significant values to our customers. Currently, we are working tirelessly with the guidance of our mentors and coaches. Instead of being disheartened or discouraged by the challenges we face, we are excited to witness our team’s progress. Most importantly, we are committed to prioritizing our customers’ feedback over our own intuition or attachments to the product.

Being an entrepreneur requires accepting failure, resilience, and perseverance, You will encounter numerous hurdles that may seem insurmountable at times. Some of the steps your take may be rejected, leaving you feeling like you’ve wasted your time. However, in the long run, every failure becomes a stepping stone and an opportunity for growth, both for you and your team.

Written By: Tiffany Lee (CAS ‘23), Founder of 021

Founder Friday: An Interview with Dr. Ross Kopelman of DermOnDemand

Stern Venture Fellow Dr. Ross Kopelman (MS ‘15) is the co-founder of DermOnDemand, a teledermatology platform focused on making affordable dermatologic evaluations accessible one consultation at a time. We spoke to Ross to learn more about his venture and his experience as an entrepreneur.

Can you share insights into your startup, DermOnDemand, and the unique issue it is geared towards resolving?

DermOnDemand is a teledermatology service for employees at self-insured companies to access skincare. We are driven by the need to reduce the time and financial burdens commonly associated with accessing dermatology care, which often involves a 30-day waiting period in the United States.

How does your venture distinguish itself from existing offerings in the market?

Status quo thinking is that a fee-for-service business model will be perpetuated into the future in dermatology. But we think differently and believe value based care models will impact dermatology in a meaningful way over the next decade. We plan to lead the transformation.

What drove you to embark on this entrepreneurial venture?

My entrepreneurial instincts were kindled during my time as an undergraduate and graduate student at NYU, where I was first exposed to the vibrant startup culture and began exploring innovative concepts. I had also been the NYU Entrepreneurial President and experienced first hand the excitement that was buzzing around the campus. Fast forward to the present, I am a fully licensed physician with an MBA, yet my passion to build and challenge existing norms is just as fervent.

What prompted you to apply for the Stern Venture Fellows accelerator program, and what do you aim to achieve from this experience?

My deep-seated affection for the NYU Berkeley Center is due to its staff, who are deeply invested in the success of their students and alumni in launching prominent ventures in NYC. The opportunity to join their Health & Wellness accelerator, endorsed by David Ko and his wife Stephanie, presented an exciting prospect to collaborate and learn within the health space.

I want to see DermOnDemand become a big success for the NYU entrepreneurial community. I am certain that this program will fortify my entrepreneurial foundation, expedite my progress towards achieving my goals, and provide the mentorship I need for subsequent steps.

Can you share a pivotal moment from your startup journey?

Biggest turning point was getting validation from mentors who saw the vision I was driving with DermOnDemand. I had countless discussions and took extensive feedback before I felt that my understanding of the problem was complete and my solution was concrete. Finding a consistent pattern of support reassured me that I was on the right path.

What major obstacles have you encountered in building your startup, and how did you overcome them?

I've learned that with every milestone, there's a fresh set of challenges waiting. These problems tend to be intricate and require deep thinking for solutions. However, a robust determination to realize my vision keeps me going, helping me navigate to the next phase in the journey.

Can you share some recent achievements or current goals for DermOnDemand?

I am thrilled to announce that starting July 1st, 2023, DermOnDemand will be available to the entire NYU community. This MVP release will allow the first 500 users to submit their skin concerns for free, and they'll receive a diagnosis and a treatment plan, if needed, within 24 hours. Please spread the word among your friends and family.

Given the immense time and energy required for a startup, how do you maintain a work-life balance?

Being a founder, my startup is an integral part of my life. However, balance is vital. Regular exercise and quality time with loved ones provide the necessary mental break and keep me grounded. These quiet moments also often lead to a clearer vision and fresh ideas for my startup.

Do you have any advice for budding entrepreneurs, particularly those at the beginning of their journey?

The most crucial advice I can offer is not to hesitate in sharing your ideas and plans widely. Execution is key, and it only improves as you refine your concept through open discussions. You'll also build valuable connections that can boost your progress. Remember, no great venture is built in isolation. You'll need constructive feedback, both positive and negative, from a variety of sources to move forward.

Kicking Off SVF: CanvasPad

While my experience as an entrepreneur has highlighted my personal strengths, it has also frankly put me face-to-face with challenges in my career and personal life. I have always been creative. I like to come up with different ways to think about things. I love to learn.

One of my challenges is a tendency to be overly self-reliant and to be a perfectionist. Connected with this challenge is, I believe, a universal experience of isolation start-up founders experience because no one is doing exactly what you are doing the way you are doing it.

Indeed, I have a tendency towards self-reliance. To overcome this, one key strategy I have adopted is to shamelessly and unapologetically ask for help when needed. This shift in perspective - away from avoidance to a proactive approach - allows me to leverage the experience and wisdom of those around me. My fear of burdening others or “looking dumb” has definitely been set aside. I won’t assume I should figure out every answer independently without depending on others. I’m surrounded by intelligent people who most likely have the answers I am seeking, so why not ask the questions? It is crucial that I actively showcase CanvasPad to new faces, inviting even more opportunities for feedback. This is the perfect cohort of professionals to initiate that process as I embark on the user feedback phase of my work this summer.

My other strategy, particularly pertinent within the startup world, is to embrace the notion of “good enough”. I am in the Minimum Viable Product (MVP) stage. I don’t have to have all the bells and whistles to show my product the way it is now, but that is okay! The whole point is to illustrate the concept’s potential and feasibility. Presenting things as they are knowing that it isn’t the final destination has been an active effort during this journey.

While I lack a business or tech background, I am hoping this experience will help me build a stronger foundation in these areas that I can continue to build off of after the fellowship. Giving my undivided attention while also working a full-time job is going to be priceless!

I am brimming with anticipation for the opportunities that lie ahead. Embarking on this transformative journey at my alma mater, where my career as a psychologist began, and also where I met my late husband, a proud Stern graduate of ‘97, holds deep significance!

I’m looking forward to meeting fellow founders and learning about their work, talking about our struggles, and sharing resources that may benefit one another. I am very much looking forward to the direct and indirect benefits of being in an environment where I will receive more structure.

Written By: Dr. Simone Andrews (PSYD ‘12)