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Interview with Code Blue Founders Michael Sachs and Jeffrey Frumin
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http://www.drinkcodeblue.com
Two weeks ago, I had the great fortune of spending some time with the founders of Code Blue, a recovery drink that is made for people who need to feel refreshed without caffeine, added sugar, or preservatives. In one amazing little can you’ll find an elixir that hydrates, replenishes, detoxifies and reduces inflammation. Oh, and it tastes good, too! Sweetened with agave nectar, Code Blue has a proprietary formula that contains prickly pear, Sustamine (an amino acid that promotes muscle hydration and electrolyte replacement), B12, B6, vitamin C, and potassium.
Not convinced that any drink can do all that and taste delicious? I wasn’t either so I sat down with the founders, Michael Sachs and Jeffrey Frumin, to have a little tasting of my own. Now I’m hooked!
Christa – How did you first hit upon the idea for Code Blue?
Jeff – We were college roommates and then I started my own event marketing company after graduation. We were both at the VMAs several years ago, and by the end of the week of events, we were both exhausted. We really needed something to allow us to enjoy going out at night but wake up feeling refreshed the next morning. The seed for Code Blue was planted.
Christa – You went through over 150 iterations of the product before you hit upon a formula that you were proud to release to the market. Can you tell me about that process?
Mike – We needed to create a drink that was truly functional. We needed to feel better from drinking it and we needed to know that it was good for us, too. We had a lab test the product and tested it for ourselves from the start, and then we branched out to friends, and then to strangers. It was a very informal though highly effective process. We asked people what they thought of the taste and how they felt after drinking it. Once we were happy with the response, we pushed ahead to get the product into the market.
Christa – With the economy in such dire straits, how did you raise the investment money in 2008 – 2009?
Jeff – Persistence and confidence in the product. From the beginning, investors recognized that we had a unique product that people had a need for. We have been fortunate to have executives from Nantucket Nectars, Snapple, and Tetley believe so much in the product that when we went to them simply to ask for advice, they asked to invest. We had done our homework, we knew the market, and demonstrated a very strong work ethic. This proved to be a powerful combination to garner investment in a tough economy.
Christa – Did taking on this business full-time scare you at all?
Mike – It really didn’t. We believe in this product and brand so much that it didn’t feel like it was a big a risk. We know how hard we can work and we know that this product is something that consumers need and want.
Christa – What advice would you give to other entrepreneurs?
Jeff – Ask experts for help. Be persistent in finding them and seeking them out, and do your research before meeting them. You’ll be surprised at how willing people are to share their knowledge. Building a business is a long, slow process. It’s a lot of work and a lot of fun. There’s a difference between a good idea, something that’s cool and interesting, and something that’s a good business, something that can generate income. A successful business needs to be something you can enjoy producing that customers want to buy. Make sure your business idea has both of these components.
My thanks to Mike and Jeff for spending time with me and to Tré Miller-Rodriguez for making this interview possible. For more information on Code Blue, including where to purchase it, please visit http://www.drinkcodeblue.com.
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