Inventors ‘noogs’ to increase their business – Darden’s report online

Everyone marathon begins with a decision to start, to make and take the first step, even without knowing exactly what stands forward. The same can be said for starting a business.

Paige and Ben Foot are familiar with both worlds.

Paige Foot, a marathon and runner coach, and Ben Foot, a second -year University of Virginia Darden, business school, are entrepreneurs behind Noogs, a beginner company that wants to grow in the competitive world of sports food.

Their sealing product is a sporty tire chewing with a sour layer, loaded with electrolytes and nutrients needed by motion durability athletes.

Start line

Paige Foot, a registered dietitian and athlete, came up with the idea for Noogs as he trains for the New York City marathon. Like many runners, she experimented with different fuel options, trying to find the right balance between taste, structure and effectiveness. The problem?

“I was just fighting because I felt like what was available was not so delicious, or the quality just rejected me,” Paige explained.

She began using small Halloween sized packages with watermelon with dry pieces and fruit foods during long runs. They worked in order, but lacked electrolytes and stuck in her teeth.

Ben Foot saw this as an opportunity. With his origin in the venture and his wife’s experience as athlete and dietitian, they began to explore ways to benefit from what they saw as a market opening.

“I have this idea,” Paige Beni told. “I know that there are other runners who use sour cakes as well. What if we could do something that tastes like a candy, but it’s done for training?”

The first step was taken.

Middle miles

The growth of a company is never a quiet sprint, it is more like the destructive middle mile of a marathon, where problems arise, and perseverance is essential.

Beyond the development of the product, Ben and Paige have had to navigate the full spectrum of entrepreneurship from finance management, their brand marketing, and working with suppliers to ensure sustainable product quality.

They have learned to deceive everything, from price strategies and predicting revenue to coordination with manufacturers and distributors, all maintaining their vision for NOOGS as an accessible and entertaining brand of sports food.

One of their first major challenges came immediately before their first industry event, the Fancy Food Show in New York City. They decided to debut about their product, planning to bring thousands of samples to the attendees. But when they received their shipment, they realized that the product was not placed properly.

“We wanted to have like 20,000 – at least – samples, and then we had 200,” Ben recalled.

It could have been a disaster. Instead, they adapted.

Ben and paige cut samples in half, then neighborhoods, to extend them as much as possible. But with such a limited supply, they needed something else to make an impact.

A more seasoned entrepreneur at the event suggested a simple but bold idea: get some jackets. The bright and attractive dresses that would make people talk.

With nothing to lose, they ordered green and neon pink jackets from Amazon. When they arrived in New York, they decided and hoped for the best.

And it worked.

“People came to us just to talk about our jackets,” Paige said. “This was fully paid.”

These jackets became a major part of their brand, making their feet known at events and attracting people to conversations about their product.

Finding their step

As with any marathon, true progress comes with endurance. The legs bowed to the basic marketing, participating in races and exposure.

They also used Darden’s resources, from mentoring and funds to opening competitions and grant applications.

After winning a $ 500 grant from the Darden network, Ben was in a subsequent call discussing how they used the money. Someone from Darden’s MBA executive program was listening and then arrived.

“They wondered and told me, ‘Hey, all my work before it connects businesses owned by women with capital capital. I have someone I would really like to meet,” “Paige recalled.

This entry led them to collect the capital’s capital funds, which helped to receive Noogs at the next level.

Ben and Paige fully used the resources available for them in Darden, especially through the Batten Institute I. Lab, who supports student entrepreneurs in starting and increasing their ventures.

Omar Garriott, Director of Batten Institute Venture Programs, spoke a lot about Ben’s participation in the program.

Last miles

Noogs has grown beyond those early obstacles. The chewing is now in 22 stores and count, with online sales through Amazon and specialty retailers. They come in three different fragrances, wicked apples, lemon zinger and electric watermelon, all sweet taste with a sour layer that melts into your mouth.

They continue to appear in marathons and durability exhibitions, wearing neon jumpsuits of signing them and connecting to athletes across the country.

But just like a travel marathon does not end in the Mile 20, the challenge of growing Noogs is far away.

Looking forward, Paige and Ben hope to expand to larger retailers like Rei and Dick’s Sporting Goods, while also developing new products that match their mission for lifting and inspiring athletes.

They also want noogs to be recognized as a brand that welcomes all athletes, not just elites.

“We really wanted sports food to feel less intimidating,” Ben said. “It is traditionally run to elite level athletes, but we want it to be alive and entertaining, welcoming people who are just entering sports, whether they are running, cycling, triathlons or even a 5k or 10k. ”

Their vision extends beyond business growth. They are already returning, partizing with influencing and donating some sales to organizations like special Olympics.

“Amazing is amazing to think about what else we could do as we grow up,” Paige said.

“There is always another race, another challenge,” Ben said. “Theelli is to move forward.”