"I think the process of starting a business is like building a house" with Nicole P. Brown

Can you tell our readers about your background? 

I have been working in our family businesses for over twenty years. I graduated from USC and began working with my father and brother at CytoSport, a sports nutrition startup. A few years in, we launched the Muscle Milk brand of protein products. I grew up with the Brand, eventually becoming the CMO overseeing all things consumer and brand facing. We sold the business in 2014 and started a boutique flavor, innovation, and application house on the west coast called Flavor Insights. We see FI as a foundational business that we intend to keep in our family. We had always thought we would get back in the branded space and earlier this year launched the ALTWELL brand of CBD products. My role with ALTWELL is to advise on overall brand development and strategy. 

What inspired you to start your business? 

My mother has always been a ‘non-sleeper’. She has been using sleep aids since she was in her early 40s. We had an event a few years back that had us looking into more natural sleep alternatives and she discovered CBD. While the results were positive, the experience was varying. There was very little information about the products, so we began educating ourselves. Ultimately, we decided that we’d like to jump in. We wanted to bring a consistent consumer experience, we wanted to educate, we wanted to help grow the category much the same was that we grew up in and with sports nutrition.

Where is your business based?

We are located in the bay area, Northern California. It’s super convenient as California is among the largest CBD markets in the country.

How did you start your business? What were the first steps you took?

Our family spent about 2 years researching the space. There’s a lot to figure out with an ever-changing legal, regulatory, and supply chain landscape. While challenging, we took out time to go about it the right way.

What has been the most effective way of raising awareness for your business? 

Building a social community where women can share their personal experiences with CBD. It’s very much a recommendation/ referral type of purchase. We want to know that women just like us are experiencing positive results. There’s comfort in knowing we aren’t the only ones awake at two in the morning and needing some sort of natural support. There’s growing consumer demand and the education piece is playing catch up. We love being a part of it.

What have been your biggest challenges and how did you overcome them? 

I think the regulatory situation is a challenge for all CBD brands. Trying to navigate a clear, safe, and responsible path forward is important. It’s not helpful that characters in the space suggest CBD can do and cure almost anything. That will change over time. Our customer’s experience is at the center of every decision that we make. We want to deliver a quality experience each and every time. That makes us hyper-focused on testing – we triple test each product before it lands in a consumer’s hands. This ensures that we know that the amount of CBD we have on our label is what is in the product. It ensures that our products are clean and safe for their recommended use. It’s an important promise.

How do you differentiate your business from the competition? 

Again, we are providing a safe, quality, premium, and consistent CBD experience to our consumer. As mentioned, we triple test. We are a company led by women living in the category and using all of our products. Our consumers are our inspiration. Recently, a suggestion came to us that women want CBD for their period. That inspired our PMS kit. I think our close consumer connection makes us unique. I also think our previous experience in food, beverage, brand building, and our science background uniquely positions us. While it’s behind the scenes, it’s an inherent benefit to our consumers.

What has been your most effective marketing strategy to grow your business? 

Word of mouth is a powerful tool. When women like something, they like so share it and keep their crew in the know. We love community building.

What's your best piece of advice for aspiring and new entrepreneurs? 

I think the process of starting a business is like building a house. Everything takes twice as long and is always more expensive than the original idea. It’s not for everyone but for the right people, it’s everything.

What's your favorite app, blog, and book? Why?

I love apple pay. I can’t believe how quickly I can purchase something while browsing Instagram. For blogs, I follow Melissa Wood Health. I love her approach to fitness and lifestyle. She’s light, fun, and very knowledgeable.  I should be reading more. I generally have a stack that I am trying to get through. I recently read Red Notice. I couldn’t put it down.

What's your favorite business tool or resource? Why?

I love checking our sales first thing in the morning. As a newly launched brand, it’s super satisfying to see the daily progress which means consumers are accepting our idea. I also love to browse our Instagram. It’s a great real-time connection and the positive feedback validates why we jumped in. It inspires us and reinforces that we are helping. The world is a very interesting place now more than ever. People are looking for balance, comfort, and calm. We are happy to play a peaceful part.

Who is your business role model? Why? 

My dad. I have worked for him in 3 different start-ups. He’s taught me a few golden rules along the way.  1. God hates a coward. Though I am more spiritual than religious, those words remind me to just go for it. 2. There’s no plan B. Most entrepreneurs don’t have a safety net, they are all in and committed and that notion drives them. It’s why we show up. 3. This isn’t a dress rehearsal. So true. Live, love, laugh, enjoy, and appreciate.

How do you balance work and life? 

ALTWELL! Ha. Today balance is blurry. I take it day by day. Some days are far more balanced than others. I try and carve out a minute or two for me every day for a few deep breaths. With four young children, even that can be hard. Exercise helps! I try and stay connected to the people that keep me laughing. It’s hard to see enough of them. Truly, ALTWELL helps keep me balanced! It’s a part of my daily self-care routine. I never go without a Balance soft gel or our serum for my evening and morning routine. I end up adding our protein or tincture or both depending on what is going on throughout any particular day.

What’s your favorite way to decompress?

It depends. I love a long, hot shower followed by a cup of tea. I always add ALTWELL a Balance soft gel to my evening routine. Alternatively, I make a mean margarita. Just squeezing the lime can give me that Ahhh! feeling.

What do you have planned for the next six months? 

A few short getaways with my family before whatever form of school starts. I like the idea of staying put during the fall. I need to get some training underway with our English Mastiff puppy that has taken to sleeping in our bed!

 How can our readers connect with you? 

@ALTWELLCBD on IG.