My name’s Isaac Lavi, the founder of The Right Cup. The Right Cup is a scented flavored cup that tricks your brain to believe your water is flavored! Be it plain water, carbonated water or mineral water – whatever you pour in the cup. It might have influence on the flavored water industry but I think there is room for all.
Tell us a bit about yourself. Who are you and what do you do?
I’m 47 years old, entrepreneur in nature who constantly seeks for solutions to daily “pains”.
For almost a decade, I’ve been a leading expert in the field of scent marketing and scent applications – raising awareness to the importance and impact of smells in a wide range of situations. Working with companies who are passionate to leverage the most powerful and emotional sense in new innovative ways, to deliver brand enriching experiences and to cultivate enhanced consumer loyalty. I’m also a lecturer and keynote speaker in various academic institutes and professional conferences.
For almost a decade, I’ve been a leading expert in the field of scent marketing and scent applications – raising awareness to the importance and impact of smells in a wide range of situations.
What does a typical day in your life look like?
I start my day very early in the morning, on the countryside, with a 1 hour walk with a good friend and our dogs.
Then JUST a regular day, I have a few meetings, answer my emails and try to watch some discovery channel and if I’m lucky I get time to read.
Tell us something that most people don’t know about you
I’m an authorized snake catcher!
How did you come up with the idea for your product and what made you “go for it?”
I’ve worked in scent marketing for the last ten years. When I found out I had diabetes it was natural for me to seek out a scented solution for my challenge. The result is “The Right Cup.” Many people told me that my vision was impossible and it drove me to find a way to make it possible to create a cup that makes plain water taste fruity and sweet.
What made you decide to go with crowdfunding (or venture capital)?
Crowdfunding is able to validate our concept, give us real-time feedback and build a community of loyal customers. The marketing and funding we would be able to gain from this campaign set up a great foundation for us to create The Right Cup.
What is the best decision you’ve ever made with your product (financial, emotional, educational) that led to the product we’re experiencing today?
To just do it and not listen to others who shut down my ideas.
Where do you see your company or your company’s focus in 1-2 years?
Working on further product development, line extension etc.
If you could time travel back to day one of your startup and have 15min with your former self to communicate any lessons you’ve acquired with the intention of saving yourself mistakes and heartache, what would you tell yourself?
Learn more from others entrepreneurs who have gone through what I had to go through. There are so many key insights others can share to help guide you and yes, there will be skeptical people but you know your concept best and so don’t let others cloud your vision but instead allow them to help enhance them.
There will be skeptical people but you know your concept best and so don’t let others cloud your vision but instead allow them to help enhance them.
Who has been the biggest influence on your life and work and why?
No one special, it’s more a collective of lessons I’ve learned throughout my life.
Any tips for aspiring entrepreneurs on how to facilitate a successful financing campaign?
Just do it, live your dream, do not listen to the people who continue to sit on the fence. You need to surround yourself with the people who share your entrepreneur spirit.
What do you see as the biggest advancement in your technology sector over the next 5-10 years?
Producing a special polymer that can be refilled with scent (act as a scent magazine).
What do you see as the biggest risk in your technology sector over the next 5-10 years?
Getting more entrepreneurs to take risks. It’s important to not let the current market define your product and it’s okay for your product to have a learning curve. Today, we all watch Shark Tank a show that continues to tell entrepreneurs not to go for it if there is a learning curve but how will we ever grow as an industry and a society without build new concepts?
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