or as long as she can remember, Katerina Markov Schneider has surrounded herself with entrepreneurs. She was four when her family fled the former Soviet Union and moved into a Brooklyn welfare hotel, where her dad started over with his own financial software business. By 10, she was helping out and giving web site design advice “I always felt like maybe I would start something, I just didn’t know what it was,” she says.
Even with her VC connections and others she’d forged in stints at Universal Music Group and Lehman, stepping across the table to the founder side was harder than Schneider anticipated. “As an investor, you kind of have the upper hand in most conversations,” she says. “As a founder, you’re always vulnerable, putting yourself out there every day, every moment.”
Following the data – and making the sourcing of each ingredient available for customers to track – Schneider didn’t launch prenatal vitamins first after all. Starting with a multivitamin for adult women, she then expanded to men . Business has boomed during Covid-19, with Ritual shipping one million bottles over the first half of 2020, up 75% from last year. A new bottle is shipped every 16 seconds today, Schneider says.Source: Nielson, year-over-year in U.S.
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