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Scratching my own itch, ex-VC turned startup Founder

Hello! What's your background, and what are you working on?

I’m Alessandra, founder & CEO of Evermore. I grew up doing lots of sports and used to teach windsurf and snowboard during high school, so I learnt about functional nutrition early on. I worked in startups during university and then went into the investment sector. I felt like I had to help push through the positive changes I saw starting to happen in the health space, which is why I set up Evermore.

Describe your business in less than 50 words

Evermore is an active lifestyle brand in health & nutrition. We have a range of organic supplements that target functions like boosting your metabolism and clearing your skin. We’re also about to launch a digital health advice platform for wellness practitioners.

How did you get started with Evermore?

We’re all about helping people live happier, more active lives! I was definitely scratching my itch – I found out that I had nutritional deficiencies even with a healthy diet. Our food isn’t as nutritious as it used to be, so I had to find a solution to complement my diet.

The help of amazing nutritionists, scientists and formulators went into building our product.

What did you do to attract users and grow your business?

We became part of our sector’s community and started driving word of mouth and partnerships. Instagram was also really helpful. I taught myself how to go about social media and how to engage with people there, how to do email marketing and how to think about our offline and online touch points.

We trialed growth hacks – it’s almost a test when you launch something new, if there’s demand then there should also be a hack that works well.

What are your plans for the next 12 months?

We’re launching new digital and physical products and we’re expanding across new geographies. Our health advice platform is due to launch in January. We also have a line of custom supplements that will go live during spring.

Tell us about the challenges you have faced and what you have done to overcome this.

By setting up a business, you’re forced to learn about pretty much everything. Time management has been a big one for me. There’s never enough time for everything, so you have to say no and focus on what matters the most. I try to measure my time in terms of input and output: why am I doing these activities and what are the concrete results I’m expecting.

What's the one tool or resource you've found helpful?

I read a lot of books, but I have a saying that I always keep in mind – instead of “ready, aim, fire” you have to put action above all else and go with “ready, fire, aim”. Every area of running a new company is iterative and you learn the most once you actually take the first step

What's your advice for other women who are just starting out?

Get to know yourself as well as possible! What drives you? Why are you doing this and what does success look like? Be transparent with yourself, so you can really leverage your motivation.

What gets you out of bed in the morning?

Growing the business and myself as a person. I learn something new every day. I get uncomfortable through new activities. That expands your comfort zone.

What's your morning routine?

I meditate and think about what I’m grateful for, then I do some exercises and plan what I want to achieve for the day ahead.

My favourite quote is

The truth will set you free, but first it’ll piss you off.

Describe yourself in 3 words

Positive, energetic and a bit sarcastic.

Where can we go to learn more?

Website and Social media: I’m very active on Instagram at @alessandra_evermore. You can learn more about us on www.evermorehealth.com and @evermorehealth (both Instagram and twitter)

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